It’s pretty safe to say that the future of Internet video marketing is bright. Some (*cough*BruceClay*cough) even suggest that if you don’t have video on your website, you’ll have a tough time getting the attention of search engines. In other words, online video and video search engine optimization are becoming the norm, it seems. Just how effectively you can implement SEO for video remains to be seen, but the groundwork is has certainly been laid.
So here’s a list of some of the top news and developments in the video SEO world. Most of this information is gleaned from ReelSEO.com, a great site for information on all things related to Internet video – everything from algorithmic shifts to consumer trends.
YouTube Insight got a boost and that means more useful information for us to pore over. We’ve got new access to stats on mobile users, subscribers and discovery over time. Discovery over time is sweet because it mashes together two existing stats (popularity and how viewers found your video) and creates a data set showing how people discovered your video over time. That makes figuring out how traffic is being driven to your video a heck of a lot easier.
TechCrunch told us in 2009 that YouTube is now allowing links directly to a given point in time within an online video. While it’s not really a huge change to your average user, the ability to send traffic to specific points in a video could have significant advantages. First – how it works. To “deep link” to a YouTube video, you append a tag to the end of the video URL to indicate at what minute and second mark the link should find. So, take any Youtube video URL and tack on a “t=1m33s” if you want the user to find themselves 1 minute and 33 seconds into the video. What are the benefits? Well, one example might be for businesses that offer a variety of services featured in an Internet video. Instead of sending prospective or existing clients to the whole video (which they might not be interested in), you direct them to the exact portion of content that applies to them. Imagine that video as a website. In internet marketing terms and in practicing search engine optimization, you want people to find the pages on your site that are helpful to them. A video should be treated no different – a way to direct users to the source.
ReadWriteWeb told us in October 2009 that YouTube quietly rolled out the ability to search video comments as they happen. It feels a little like Twitter or Facebook in that new comments roll in as you search. The primary advantage is that you can track your brand and find out what is being said as its
Word is this function is not fully launched, so it’s unclear whether it will undergo any change (or disappear all together). It is out there, though. So try it out if you’re tracking a brand.
In December, ReelSEO told us that Google launched a new video layer within Google Maps – placing local video one step closer to becoming a more prominent feature in search. To get to the new layer, you click the “more” button in the upper right corner of the map and check off “videos.”
Available internet videos (pretty much only YouTube offerings) show up as thumbnails and, depending on how far you zoom out, some video thumbnails are larger on the map. The videos play within the window that pops up. One fun thing to try here – zoom out pretty far and check out how many videos there actually are on this map. How does this help SEO for video?
It’s another place for people to see your video and it’s incredibly geo-specific – meaning that your site’s connection with that video will throw juice your way (theoretically).
YouTube announced that non profits can take advantage of a pair of new features inaccessible to other account holders. Non profits can now place external links to their own site and they can choose custom thumbnails for their videos. To qualify, you must be a recognized non profit (with 501(c)(3) tax status); can’t be religious or political in nature; must not focus mainly on political lobbying; and commercial organizations, credit-counseling services; donation middle man services, fee-based organizations, universities, and some others are not eligible.
What does this mean for you? Nothing, if you aren’t a nonprofit. Most of the value to this announcement is the normal nonprofit favoring that exists in normal SEO is now seeping into the land of internet video marketing.
Bottom line: YouTube’s new call-to-action overlay is designed to help track how many of your viewers take action (buy something, fill out a contact form…basically any action you want users to take).
We got the details from ReelSEO.com:
“So how exactly do you track all of that via YouTube? Well, with their new Call-to-action overlay will help drive users from Promoted Videos, and you can track the clicks within Youtube insight. This has been in testing for some time they tell us and there was a lot of dialog with search marketers on how they wanted it to work. Now, anyone who runs a campaign on YouTube with Promoted Videos can take advantage of the new ability to drive users away from YouTube as desired.
All you need to do in order to take advantage of the new overlay is begin a campaign to promote your video on YouTube. Go into the video details page for that specific video and fill out the ‘call-to-action overlay’ fields there. These fields include a headline, ad text, destination URL and an image if you wish. When the video is played the overlay will show up and the interactions will be tracked on your YouTube Insight.”
Hey, why not throw a honkin’ list of video search engines and sites right in the middle of this blog? It’s a pretty cool list, after all. Composed by Mark Robertsom at ReelSEO.com, this is basically the best list I’ve ever seen…ever. Take a deep breath…and check it out:
Yahoo Video – http://video.yahoo.com; Google Video – http://video.google.com; Windows Live Video – http://search.live.com/video; MSN Video – http://video.msn.com; AOL Video – http://video.aol.com; Mega Video – http://www.megavideo.com; Veoh – http://www.veoh.com; OVGuide – http://ovguide.com; AltaVista Video – http://www.altavista.com/video; Blinkx – http://www.blinkx.com; MeFeedia – http://www.mefeedia.com; Stickam – http://www.stickam.com; Expert Village – http://www.expertvillage.com; Guba – http://www.guba.com; Flixya – http://www.flixya.com; Search for Video – http://www.searchforvideo.com; uVouch – http://www.uvouch.com; Clipta – http://www.clipta.com; Video Surf – http://www.videosurf.com; SuTree – http://www.sutree.com; Clip Shack – http://www.clipshack.com; Sproose – http://sproose.com/; FFWD – http://www.ffwd.com; Video Crawler – http://www.videocrawler.com; Clip Blast – http://www.clipblast.com; Juicecaster.com – http://www.juicecaster.com; Dabble – http://www.dabble.com; Trooker – http://www.trooker.com; Panjea – http://www.panjea.com
Anywhere you look, you can see evidence that Internet video can have a significant impact on real estate industries. Several sources show that online video and high-quality photography have a real effect perceived real estate property values. Survey results show that the presence of an online video tour in marketing real estate increased the perceived value of a home by 6%. On a $200,000 piece of real estate, that could be an extra $12,000 in your pocket.
Here’s some hard data for you on Internet video that is a little mind-boggling. ComScore released their online video numbers for September 2009, and a trend that has been building for months continues to grow – online video views at an all time high.
From ReelSEO.com – more than 168 Million U.S. viewers watched online video during that month, accumulating nearly 26 Billion total views. Google still has a stranglehold on the competition with a 40.2% market share. Hulu, though, is a just 2.2%.
Either way, those numbers are huge. Too many people are watching video on the Internet for you to ignore it any longer.
According to ReelSEO, in November of 2008, YouTube became the 2nd largest search engine in the U.S. when it bypassed Yahoo and took second chair to its owner, Google. YouTube hasn’t slowed much ever since.
“This past month, October, 2009, there were a total of more than 3.7 Billion search queries on YouTube as measured by comScore. This represents and increase of more than 31 percent year over year (vs 2,580,000.000 queries in Oct. 2008) and an increase of 7% over just last month. Yahoo, although still the 3rd largest search engine, has now fallen more than 1 billion queries/mo behind YouTube.”
Reel SEO interviewed SEO grandfather-guru Bruce Clay in 2009 and asked Bruce about the importance of online video when it comes to search ranking algorithms in Google. He said “engagement objects” (like video) on a site will attract the search engines and their algorithms will treat you a little nicer than those sites without video (or some type of object through which visitors interact with your site). Just watch the video at the link above.
Ad-ology Research told us this year that more than 25% of small businesses are planning on some degree of Internet video spending for 2010 – some 75% more than 2009. Ad-ology reported that The 28% are planning to spend more for online video, 25% on social networking and 21% on mobile ads.
From ReelSEO.com, more good news about the explosive growth of online video:
“It is estimated that the streaming media business segment will generate more than $78 billion in revenue in the United States over the next six years. The Insight Research Corp. recently released the results of an industry study which states that streaming media will be a major source of revenue through 2014. For the next 5 years they predict that revenue from streaming media will grow at a rate of 27 percent per year thanks to more and more people turning to online audio and video. That means over 135% growth through 2014.”
All the signs are there – high growth rates; steady technological advances; a search industry that is slowly making room for video. What that all adds up to is online video marketing becoming the norm, rather than the exception. SEO for video is young, but video search engine optimization shows a lot of room for growth and continuing promise. For some tips on video SEO, check out this recent post on Internet Video marketing.