So, I’m going through product improvements for various companies in Singapore. Today is Viki.com
Previous Case Studies:
1. Google + Business Page
If you do it right, it should look like this
2. Video Descriptions
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, http://www.viki.com/tv/25563c-mischievous-kiss-2-love-in-tokyo
<img style=”float: left; height: 384px; width: 538px;” src=”http://0.viki.io/d/25563c/a3a52fccc9.jpg” alt=”” />
Can be re-written as
<img style=”float: left; height: 384px; width: 538px;” src=”http://0.viki.io/d/25563c/channel-name-a3a52fccc9.jpg” alt=”channel-name” />
4. Site Maps
This is the recommended format for a video sitemap
This is Viki’s current video sitemap
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.
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.