In Video Veritas: Optimizing Video for Search

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Online video has exploded on the web scene, reaching an ever-growing mass of viewers and participants. Search engine optimization (SEO) is all about going where the audience is, yet the number of search marketers optimizing in the video space has been relatively few. Despite the rapidly-growing technology and the abundance of audience and performance data, search marketers and their clients have been hesitant to enter the space

Over the past few years, there has been a growing shift in attention towards what is being referred to as “new traffic,” a large part of which is coming from online video. To those who have been around the Web long enough, referring to online video as “new traffic” may seem quite peculiar. Online video has actually been around for over a decade, albeit in very poor quality for most of its history.

For the video search space to have become the viable audience and marketing medium it is today, technological advances for creating and disseminating online video, faster and more prolific broadband connections, improved search and user interfaces for utilizing video content, and a wide range of participants (from the enterprise level to the general user community) were necessary.

The advances in video and video search technology, coupled with growing consumer interest, have produced a near revolution in not just the increasingly popular video search spaces, but mainstream web search engines as well – especially the Big 5 of Google, Yahoo!, MSN, AOL, and Ask. This has created a new opportunity for search optimizers that holds vast marketing potential – video SEO.

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