Case Study: Viki

Screen Shot 2015-03-06 at 12.55.29 pm

So, I’m going through product improvements for various companies in Singapore. Today is

Previous Case Studies:

1. Google + Business Page

If you do it right, it should look like this

Screen Shot 2015-03-06 at 12.52.02 pm

Instead, Viki SERPs looks like this.Screen Shot 2015-03-06 at 12.51.40 pm

2. Video Descriptions

Screen Shot 2015-03-06 at 1.14.59 pm

The video above is from Youtube. It contains meta information about the video including title and description. The Viki video doesn’t give anything away. Overlaying some information such as the title and video description and number of views could aid in improving play rates and ultimately higher CTR.

3. Img Tags

Using the channel landing page, a very important page, as an example,

<img style=”float: left; height: 384px; width: 538px;” src=”; alt=”” />

Can be re-written as

<img style=”float: left; height: 384px; width: 538px;” src=”; alt=”channel-name” />

4. Site Maps

This is the recommended format for a video sitemap

Screen Shot 2015-03-06 at 1.52.10 pm

This is Viki’s current video sitemap

Screen Shot 2015-03-06 at 1.38.50 pm

I would also probably restructure the sitemaps into major categories such as: channels, artists, videos etc.

5. Better Landing Pages for Long Tail Terms

Viki is on the right track targeting long tailed key terms like OST. An example of this would be the search term “Dream High OST”. But their landing pages leaves much to be desired. It’s not relevant to what the user is searching for. Given that bounce rate is highly rumoured to be a ranking factor in determining the quality score for Adwords, I would have thought the same would apply for organic search results as well.

Dream High OST   Watch Full Episodes Free   Korea   TV Shows   Viki

The user is not able to achieve what he wants to do — that is listen to the OST of the series. It’ll be even better to have a list of opening and ending songs for each season if it differs. This is quite common in anime.

While I’m at it, I would also build up landing pages targeting lyrics like “Dream High Series Lyrics” or “Dream High OST Lyrics” which as you might have guessed, has the lyrics. BONUS: have downloadable ring tones as an extra avenue of monetization.

2 thoughts on “Case Study: Viki

  1. Pingback: Cast Study: | pragmatic startup

  2. Pingback: Case Study: PropertyGuru | pragmatic startup

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