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Video Search Optimization

Posted on 12.03.2006
Came into the session a few minutes late but just in time to hear Jon Leicht of Intuit discuss the importance of video search engines and using video as a means to generate attention for products, services and brands. Leicht said the future for video is bright but still has a few small barriers. Some of the important notes from Leicht presentation:

- Content drives demand
- Everyone is still experimenting
- There is a lot of excitement about YouTube
- There will be an increase in category specific video search
- The ease of upload will dilute quality
- There is no satisfactory monetization model

Eric Papzczun of Performics was up next and shared some interesting data. When it comes to the share of actual video streams, MySpace, Yahoo and YouTube are leading the way with a lot of consumption. 54% of online users watched video and 72% watched news video last month. When it comes to the share of traffic,  YouTube is the big winner. Papczun believes the market for video is moving from TV to video to search - an important statement indicating that now is the time to optimize video assets.

The problem with video is that the metadata collected varies engine by engine which (the engines) still lack a simple and consistent taxonomy. Papczun's tips for video optimization were pretty general but still made a lot of sense.

- Encode for the right keywords
- Video and text should play together
- Video site maps (which can be easily found) are important
- Optimize anchor text links for video

Next up was Gregory Markel of Infuse Creative who shared a lot of helpful advice on video search optimization and marketing video content in general.

- There is evidence of an impact on regular search
- Free and viral branding and traffic is available - you can own the video keyword
- Watermark your content and follow up with branding
- Include "tell-a-friend functionality at video end
- Suggested that marketers are not taking advantage of paid search opportunities
- Encode multiple file types
- Leave plenty of lead time for indexing
- It's important (as in every marketing effort) to analyze the competition
- Create multiple profiles at MySpace (power in numbers)
- Various Video SE Submission Types, URL crawls, file upload and RSS/Media RSS (submit via an XML enclosure

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