Google Universal Search and Video Marketing
For those of you who are not familiar with Google’s universal search model, in a nutshell, it is aggregated results list from all types of media: text, audio, video, news.
For example, if you type in a search box “marketing san diego”, you will find results not only from websites containing related text but also, from news articles related to this key phrase and possibly online published videos.
Online competition used to be narrowed down to only HTML documents (web pages) containing text but now, it is rapidly expanding to all types of media. Because of the high saturation of text based documents on the web, competition on most keywords profitable keywords has become rather tight but video publishing and marketing is not as evolved as good old html publishing. This offers an outstanding opportunity to a business to achieve high visibility online fast. A recent study by Forrester Research indicates that video result is 50 times more likely to appear on the front page of Google than a text result.
What is important about video marketing is a proper way to optimize your video to be recognized by Google as a valuable and reputable source of information. That’s how the new technical aspect of SEO for video was born. I am predicting that it will evolve quickly and will become more complex and more widespread in the near future.
This is why. Video is much more powerful advertising tool than text. I probably should create a separate post comparing video to a text but for now, let’s just agree that people watch more TV than read books. As online video marketing becomes more popular, I pretty much guarantee (!) that more and more search results from Google will show video results rather than text. I think it will happen because majority of people will prefer to watch videos than read text. Let’s not forget that Google registers every click so, it will be quite evident to Google’s team what media format is more popular.
Online video marketing will become more popular quickly and therefore it will become more competitive. This will result in evolution of yet another internet marketing discipline – video SEO. Already there are some guidelines on video optimization from Google but they are a little vague. Nevertheless, there are some companies who are successfully integrating in video map xml creation, sound optimization and content distribution.
Social media sites featuring video content are growing in popularity, size and numbers. But they should be considered only as channels for original video document distribution. Remember, every time you are uploading your video file to any of these sites, it becomes their property. If you embed a video from let’s say YouTube or Vimeo on your web page, there is no way for a search engine to determine that you are an original content creator or simply posting someone else’s materials. That’s why it is critical to stream your original footage from your website while using online video content websites as additional promotional channels.
When you are featuring your original video on your website, make sure that you have all video SEO elements in place. These include video xml map, possible transcript of the script, proper title and description. When you are posting your video on other sites, have a visual reference (your URL) address somewhere on the screen to drive traffic to your site. Most importantly, make your video informative and engaging.
Tags: universal search, video marketing
This entry was posted on Monday, January 11th, 2010 at 10:45 pm and is filed under online marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.
I wish a big G would have better speech recognition software so we don’t have to rely on video xml maps.
I am sure they do but… I am not sure whether it is used for page ranking.
I have used video XML map using google guidelines but I am not sure it worked.
Can someone tell me how to know when you update the information on your website? I don’t want to have to remember to come back all the time. Someone said something about a feed? I don’t know what that is. Thank You
All you have to do is simply to click on the orange RSS button at the very top on the right site of the window.
Can find your San Diego marketing website or rename it? Yes, at any time. But you must update your profile with your link partners by logging into your partners sites. If their servers can’t find your link back to them on the directory page that they have on their records they will automatically exclude your site from their link directory.
This have to be the best site ever.
Interesting article. Where did you got all the information from? Great article,nice site!
Thanks.
Sally, I appreciate the compliment.
I just simply share my knowledge about Internet marketing gained from experience.
WOW, thank you. I always wanted to write in my site something like that. Can I take part of your post to my blog?
Yes, and I would appreciate if you include the source reference
Thanks for this post
I keep listening to the news speak about getting free online grant applications so I have been looking around for the best site to get one.:)
I really like youtube but yeah it does have some bad things on it. Like with copyright and stuff.
It’s outstanding that i’ve received this article on google , keep up the good work mate …I’ve just subscribed to your feeds. Cheers Up!
Informative post that you have. I stumbled on a new one the other day. They look open for business, but very similar to linkedin.com with more of a social business directory look and feel. Nice clean interface though.
That rss page on your blog here is brilliant, you should tell more folks about it in your next post. I haven’t noted it a first, now I’m using it every morning to check on any updates. I’m on a very slow dial-up connection in Ohio and it’s quite daunting to sit there and wait for such a long time ’til the page loads… but hey, I just found your rss page and added it to the Google Reader and there you are… I’m always up-to-date! Well buddy, keep up the good work and make that rss button a little bigger so that other people can enjoy that as well