Archive for the ‘SEO’ Category

Things like parks are considered a public good.  Public goods cost society money to maintain and abuse by a couple could result in the public good being ruined for the rest.  So as I think about the debate of net neutrality and think about the recent Google and Verizon pact as reported by The New York Times, I wonder, is the Internet a public good?  Who should be able to make money from the Internet?

Google and Verizon had long been at opposite sides of the net neutrality debate. Google, which makes its money on the web, wants the government to ensure that any website is not blocked by ISPs (like Verizon) from pushing content to Internet users.  Verizon, which make money providing access/connection to the web, wants the government to allow it to charge website owners for the “excessive” data that the website owner pushes to the internet.  Legally Verizon could charge website owners now, but Verizon knows that socially and politically that move would be costly.

The internet (especially the TCIP protocol) was developed as a government project with hundreds of millions, if not billions, of taxpayer dollars.  Wouldn’t this make the Net a public good?  Yes it does.  Verizon is seeking tiered pricing for website owners. Verizon already makes money by offering different data speed plans to consumers and would like to do the same for website owners like Google, Yahoo, maybe even NYU.edu.  If Verizon and other ISPs are given permission to charge website owners, those with money could buy their way to the top of “natural” search results.  Wealthy website owners could perhaps even pay to have competitive websites blocked (or website experience to be substantially downgraded).   The Internet, a public good, would eventually be limited in content (websites) from anyone anywhere.  This limitation would result in the “tragedy of the commons.” 

ISPs do and should be able to charge for consumption.  Verizon customer that are ‘bandwidth hog’ (some one that watched a lot of video, downloads music, movies and other large files), could and probably should be charged on tiered plans based on data consumption or based on download/upload speed plans.  If not, bandwidth hogs would themselves pass on an externality to the rest of the internet users. 

It seems to me that Verizon is seeking to create a positive externality for itself by passing the cost of maintaining its network on to website owners, but it’s the end user that determines the websites she visits, it she that should be responsible for the data that is consumed.  Verizon wants to pass the cost of providing bandwidth streaming video, peer-to-peer sharing and other “heavy” data activities to website owners.  This would prove to be profitable for Verizon.    But the real cost would really be to the society, in the form of less choice to content on the internet.   Website owners don’t have a free ride now, it very hard to generate substantial sales the web in addition, website owners must pay hosting fees and bandwidth transfer fees to CDN (Content Delivery Networks).  To this day, even the super popular YouTube website is not profitable because of the hosting and CDN fees.

Verizon’s plan would create additional barriers to entry for content providers.  Barriers to entry slow innovation on the web for new comers, since new consumers would need more capital to pay ISP for “real estate” and access to the ISPs users.  Eliminating net neutrality serves only the interests of the ISPs and large profitable website owners.  Government regulation would provide political and legal cover for Verizon and Google.  This would result in greater profits for both those organizations.  Google could pay Verizon to give YouTube, a Google property, preference on the Verizon service.  Verizon might even be incentivized to reduce, even, block access to YouTube competitives sites like Hulu, Dailymotion, Vimeo and other video site.

After many years, Verizon may be finally getting its wish by having Google buy into Tiered Pricing.  So the question becomes, why did Google have a change in policy?  Well, Google has branched out from it core search engine business and now offers services and products that rely on Verizon carriage, for example Google’s mobile operation system Android, as well on the Google phone (hardware that need to be carried Verizon). Google feels like it needs to give a little to get its other products carried by Verizon.

It’s clear that Verizon is doing a good job creating externalities for itself.  What’s not clear is whether the FCC and the public at large understand the ramifications?  While Verizon is making legal and political head way, I presume that ultimately website owners will continue to be free to launch and operate without barriers from ISPs.  Net neutrality should pertain to any device (computer, portable devices like mobile phones, TV sets, etc) that uses TCIP internet technology.

 Socially and ethically I cannot see society allowing net neutrally to be eliminated, that pressure from society lead to political and legal failure for Verizon and Google.

The Other Guys. A NYC police action- comedy starring Will Ferrell and Mark Wahlberg, makes its ways into theaters this weekend. The trailer is LOL – but that’s not what alerted me to the movie in the first place. What did, is an extremely clever marketing tool in the form of a faux recruitment video for the NYPD.

The recruitment video can be found- no surprises here- on Ferrell’s comedy website, Funny or Die. Go ahead, watch it, and you’ll actually learn a lot about the power of a good corporate recruitment video. If your boss walks by and catches you laughing, blame it on me. Link to video with some FU cussing.

What’s so interesting about this “recruitment” video is it signifies the true arrival of the internet corporate recruitment video, Hollywood style. Bully to Will Ferrell for that. The pure mockery of it means this: if you don’t have recruitment videos on your website, your company is a dinosaur. Recruitment videos are part of mainstream culture now- and job seekers, especially the coveted Millennials, expect to see them. And if you do have recruiting videos, but they’re old fashioned- you should remove them instantly.

What exactly can you learn from Ferrell’s recruitment video? A lot- but mostly what not to do. For example, don’t use scripts, and definitely don’t use actors, unless of course, they are A-listers. Scripting is just so- ancient. Script= tune out.  You might as well put a huge banner up that says “Do NOT work for our company.” So while a good script may please HR folks immensely, if the video actually hurts your employment brand, pushes away the right candidate, provides a negative ROI, do you think the boss (hiring manager or CEO) will be happy??

That brings up another lesson from Ferrell’s video. A good recruitment video is first and foremost, a marketing vehicle for your company (in his case, his movie). A great one is really a commercial that could appear anywhere on your corporate website – not just its recruiting pages.  While HR deals with the nuts and bolts of hiring and everyday personnel issues, there is a world of difference between those processes and making an effective recruiting video. A video is not a brochure- it is its own art form requiring the expertise of video professionals.  HR should be involved in the process- but if they try and control the process, you’ll end up with the wrong kind of video. The kind no one watches.  I’ve had clients that have come to me to distribute and VSEO (Video Search Engine Optimization) their corporate speak video, I recommended redoing the video.  They’ve given several excuses for sticking with the bad video.  95% of the time those corporate speak under deliver substantially.

One last video lesson here. Humor is effective. Loosen up. The buttoned-up, corporate, voice- over thing is from the Ice Age. Here’s how you know if you need help. Watch your company’s recruitment video. If it opens like this: twangy elevator music, wide shots of your company headquarters, dissolve to corporate logo, with a deep masculine voice booming “Our company, located in Memphis Tennessee, is home to more than 500 employees. The 6 story building includes more than 100,000 square feet of office space…. “

Kill the link immediately! You are not only not attracting people, you are repelling them.  I’ve had enough of this thinking that any video will do, no strategic alignment to your companies recruitment goals, that my internal video Media Services team can do it, that I know a video guy that does “video,” that it’s too expensive, etc.  I’m going to the movies tonight.

@ErnsTweets www.careercorner.tv

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I’m getting excited about the NACE National Conference next week.  I’ll be talking about how video and social media has become a game changer for recruitment.  Below is the full description of the presentation.  I’ve also posted the presentaition time, location and some other information.

 Presenation Description: Video, combined with the Internet, is a game-changer for recruiting. Used together they create a better candidate experience and raise the likelihood of a better hire.  Video is particularly effective in campus recruitment and attractive to Gen Y (and soon Gen Z).

Gen Y is an avid user of video and expects to be marketed to, taught, entertained, and recruited by video.  Camille D., a recent grad said it best “Video gave me a look inside the job before I actually started, it was SO effective. I just graduated from college in May 09, and that is definitely something I liked to see on my employer’s career page when I applied.”

We live in a world of pictures, movies, and sound. The printed word is being replaced and expanded by cheap, easy access to video websites like YouTube, Veoh.com and others.

Video can be used in about a dozen different ways in recruitment, come learn how-to, best practices and next practices.

Learning Objectives: Describe the benefits to be gained by participants in your session. Be as specific as possible. Indicate at least two skills, knowledge, or procedures that attendees will take away from the session. You can list objectives as endings to the following sentence: At the end of this session, participants will be able to…

  1. Examine how employers can use video in 12 different ways in campus recruitment.
  2. Explore common mistakes to avoid.
  3. Develop ways to engage Gen Y in your company with video. .           
  4. Design video recruitment strategy that fits into any budget (even zilch!)
  5. Develop ways to measure the ROI of your time and investment.

SAMPLE EXAMPLE that will be in my presentation:

Company: Schlumberger, an 80,000 employee oilfield services company. 

Their Challenge:  Getting and finding hard to fill Field Engineers to apply.

Solution:  Schlumberger distributed their career videos and optimized them for search engines.  Click on these links to see several of the sites that videos are on: (prior to this strategy, a search for “field engineer” on search engines and our video network produced NO Schlumberger results).

 Results: SLB field engineers profiles have been views over 90,000 times and are now the #1 search result and we are getting around an 11% click through rate (Engineers are being sent to http://www.tinyurl.com/SLBengineers apply for jobs).

Presnation Details:

  • Date: Wednesday, June 02, 2010
  • Time: 10:30-11:45am
  • Room: Crystal Ballroom C

New at the Conference:  Career Corner Digital will be unvieling in private beta just for NACE attendees a new social recruitng career exploration and social job search site for college recruitment.   Career Corner will be at Booth # 720 in the Exhibit Hall. 

Learning Showcase:  If you can’t make it to the booth, Career Corner will be running a product learning showcase on Wednesday June 2nd at 5:30 pm in Room: Crystal E.  Check teh conference program book for more details.

Gavin Dunaway  at Adotas reported that online video viewing exploded in November with 31 billion views. This is consistent with that data for recruitment videos watched across the Career Corner Video Network, a recruitment video SEO and syndication network. We’ve noticed an increase in the number of views coming from viral sharing of video (sending to a friend, embedding, posts on social networks, etc). While the Adotas report did not specify how people found the video, I presume social media has helped drive online video views to 31 billion.

 Gavin Dunaway’s article is here and below.

video_small.jpgADOTAS – Baskin Robbins may still have 31 flavors, but November 2009 boasted more than 31 billion online videos viewed in the U.S., according to comScore. I’m a bit more impressed by the latter. It was the biggest month ever for online video viewing, with more than 170 million unique U.S. Internet users tuning in, each watching an average of 182 videos during the month. Google’s sites took the lion’s share, accounting for 39% or 12.2 billion of all videos viewed; 99% of those viewings were through YouTube. Google raked in 129 million unique viewers – with 94.7 videos viewed by each – compared to Yahoo!’s sites, which reached 55 million viewers (only 8.5 videos per each). Hulu trailed Google in views with 924 million (3%), while Viacom Digital claimed third place with 500 million (1.6%) and Microsoft sites followed with 480 million (1.5%). As for video ad networks, Tremor Media boasted the greatest potential reach with 85 million viewers (49.8% of the total viewing audience) and 20% penetration. Advertising.com had a potential reach of 80 million viewers (47.1%) and YuMe had 73 million (43%), while BBE and BrightRoll had 17.5% and 16.6% actual penetration, respectively

YouTube announced automated video captioning for videos. Converting audio to text in videos will make videos more accessible to deaf people or anyone searching for videos online, but it can also lead to several advantages for search engine optimization, too.

YouTube already allows manual captioning, but most video uploaders don’t take advantage of that feature.  To do so, the videos need to be transcribed by a human and that’s simply too high of a cost to do.  Google, YouTube’s parent company, has decided to use the automated transcription technology from Google Voice to produce automatic captions.  This eliminates the timely and costly process of a human doing the transcription.

The system isn’t perfect and struggles with accents, multiple voices, and quick speakers.

This video demos to learn about machine-generated captions in YouTube and automatic timing for manually created caption tracks. It’s a work in process.

Even Google videos are incorrectly automatically captioned, see the image below, the caption barely makes any sense.

The machine-generated transcription service will English-only captions initially on 13 partner channels, including Google channels and videos, PBS content, educational content, others.  Could this one day lead to organic video SEO (VSEO)?  If search engines could search the audio in video that could dramatically increase the viewership of videos that today rely on tags, viral marketing and direct marketing to get viewed watched.  There are VSEO solutions today that will manually transcribe and optimize video so it is findable and ranks higher on search engine results.  The Career Corner Digital does this for recruitment videos.   Using its process companies like Schlumberger and GEICO have increased viewership from search engines results by 9-to-25 times the standard video uploading processes.  “Having a transcript in the video is the holy grail for video and SEO,” says Peter Young, President of Career Corner, a video recruitment, Video SEO and social media firm in based in NYC. “Having text from a video helps the video rank in search engines and drive candidates to a company’s website like job listing and blogs do today.”

While YouTube hasn’t mentioned specifically, it would seem a natural for the text from the captioning to be added to Google’s search tools.   Today a search for several captions resulted in ZERO results.  Among the searches was the caption from the photo above.  Based on my back of the envelope calculation analysis, less .00001% (less than 1 in a million) of the videos are captioned today and ZERO show up in search results.  But this automatic captioning system is giant leap forward.

The machine-generated service will generate English-only captions initially on 13 partner channels. The service combines Google’s automatic speech recognition (ASR) technology with the YouTube caption system to offer automatic captions.

Auto-caps” use the same voice recognition algorithms in Google Voice to automatically generate captions for video, according to Ken Harrenstien, the Google software engineer who created the technology.

Today, very little text from video is being captured on the Web because no one wants to transcribe thousands of videos.  But for important initiatives, the additional investment in VSEO can be well worth it.  Peter Young stated that Schlumberger, who hires field engineers and had video content on its website to provide a glimpse into the job, culture and company for years, the content has been helpful to candidates once they got to our site. But, a search for “field engineer” on search engines and video sites produced NO Schlumberger field engineer video results.  With Career Corner video social media and VSEO the field engineer videos are a top search result and people are embedding the video on blogs, job boards, and sharing on social networking sites, especially amongst the field engineering community.

That optimization allows for candidates to find and share the videos on search engines and on sites including Veoh.com, www.VirtualJobShadow.com, Youtube.com, MetaCafe.com and others.  The VSEO and distribution has resulted in over 90,000 video views (11 times more than on the Schlumberger site).

Here’s some links to the Schlumberger videos.

http://www.blinkx.com/videos/field+engineer (video search engine, results from many different sites)
http://tinyurl.com/kvfx96 (YouTube search)
http://tinyurl.com/ns9ldj (Metacafe search)
http://tinyurl.com/m9h95d (Google search)
http://tinyurl.com/l3xcfo (Bing Search)
http://tinyurl.com/mmmwzn (Yahoo search)

The problem of only self-tagging to find video could one day be eliminated with YouTube’s new automatic captioning service.  In time other companies that host and serve video will surely launch similar solutions to make the Holy Grail for video a reality.

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