As one of Search Marketing Standard’s bloggers, I’m covering Search Engine Strategies live this week from New York City. I kicked off the conference by sitting in on the Video Search Optimization session. While insightful and interesting, there were no major “Ah-has” to be had. Overall, optimization of video content is relatively new, yet growing as a marketing opportunity.
Sherwood Stranieri with Catalyst Online kicked off the session with a few interesting statistics (that were later covered by the following presenters) that indicated the market leaders in video content include YouTube (with 45 percent share) and MySpace (with 14 percent). Interestingly, the share of market didn’t directly correlate to share of streams…in which MySpace led the pack with 20 percent share, followed by Yahoo! and YouTube with 11 and 9 percent respectively. Stranieri provided a foundation as to the relevance of video SEO by illustrating the logical relationships between video reviews & ratings with blog coverage and links and the associated search engine visibility. My primary takeaway from Stranieri was that many companies can take better advantage of video content and optimization by creating customer testimonials, interviews and product showcases.
Eric Papczum with Performics reviewed industry statistics, including the fact that 123 million Americans consume video online, generating 7 billion views a month. Nearly three quarters of Americans watch news videos online and share videos with others. For search engines, Google owns a majority of traffic at 68 percent, followed by Yahoo at 21 percent. At the same time, video searches make up a relatively small amount of traffic for engines (Google Video generates 2.2% of the search volume compared to Google.com). Papczum provided the best overall insights into the fundamentals of video SEO, including optimization of video dedicated URL, filename, page title, H1 and META tags, surrounding HTML text and tagging. Additional recommendations included developing a video sitemap and RSS feeds. Don’t forget to take advantage of bulk upload features of the major video search engines, developing inbound links and leveraging paid search to generate visibility.
Gregory Markel Infuse Creative closed the session with a high-level recap and a few additional insights. Not surprisingly, video views/traffic varies greatly across video sites and search engines based on audience, topics/content and associated keywords. As such, it’s important to submit across a wide variety of video sites. Markel was upbeat and enthusiastic, but was unable to avoid plugging his company’s upcoming product unveiling of a video submission and reporting tool later this year. That said, he did offer a few nuggets for the audience: remember to optimize your initial and closing frames for branding and promotional purposes, including a logo and call to action. Perhaps the most valuable content of the presentation was Markel’s detailed list of video sites, which should be available to attendees online after the conference. More to come…stay tuned.