The second largest search engine and the power of video

Hazard a guess at what is the largest search engine after Google.

It’s YouTube. Also owned by Google and getting over a billion unique users a month, of which interestingly over 40% come from mobile devices. That’s some search engine presence, is it not?

How much power does this give Google?

It’s fair to say that access to the data of the majority of online searches gives Google paralleled power to that of international governmental organisations, and it doesn’t stop with search. As well as building arguably the best vehicle for exploring the web, Google are also collecting genetic and molecular information from people in an experiment called Baseline study. This means that Google will soon own physical and data-driven statistics that go above and beyond what other organisations have access to. It’s ambitious, controversial and the sort of capital investment that will give Google a massive competitive advantage if it delivers even a tenth of what it potentially promises.

Does this mean video SEO is important?

Publishers and brands have embraced the importance of SEO for their text for a long time now and a sub-field of marketing calling themselves “SEO experts” earnestly devote themselves to this particular area. The question is, whether video SEO is of equal importance.

Research around this area suggests that it is. Unsurprisingly, a survey from the Social Media Examiner found that top digital marketers believe that their video SEO is more important than brand exposure on Facebook and Twitter.

Video SEO isn’t too different from standard tools that marketers use. To make sure that videos rank highly, brands need to add video transcripts directly into the HTML of the pages where videos are hosted. This gives viewers the opportunity to read, should they want to – whilst benefiting from the keyword richness a search engine needs. These are the nuts and bolts of video SEO operations, but like organic text SEO, there’s a bit more to it than that.

The majority of online tips on Video SEO suggest that it is important to rank highly in YouTube, but that it’s even more important to get videos on individual websites ranking highly, by building up video sitemaps. Forrester Research suggests that brands are 53% more likely to appear on the first page of Google with video on a Website. YouTube should be used as much as it can be, but video found via standard search on Google will be more beneficial still.

One advantage that Google has over this is the facility for others to take a video, copy the code and embed it on another site. Not only does the search engine help content to get found, but it also helps that same video to go viral. This inter-operability across platforms under the Google umbrella is something that Google developers pay a lot of attention to.

Why do people engage with video so readily?

From a marketing perspective, what top brands really want to do is evoke a feeling. Video helps to deliver a human touch in a way that still text and images just can’t. Videos allow marketers to be more creative than an image and perhaps even inject humor into the equation.

We are all bombarded with different messages all day long. The average person sees between 3,000 and 20,000 adverts a day – depending on how much time they spend watching TV and on the Internet. As a result our attention spans are diminishing and video can appeal to our senses faster and more efficiently than text can.

Then there is the trust element. Testimonials have worked in marketing for decades. However, video testimonials are much stronger and deliver on trust in a much more convincing way. It’s a lot harder to fake a testimonial using video!

Finally, if you are trying to get a point across, or teach something new then video is a much better mode of delivery than print. According to Dale’s Cone of Learning people only remember 10% of what they read, 20% of what they hear, 30% of what they see – but remarkably 50% of what they see and hear.

Is this trend set to continue?

The next question is whether video content is set to retain its dominance. Video apps are certainly rising – Vine, a popular video app acquired by Twitter in 2012 sees 5 of its videos being tweeted a second and we can only expect to see this rise as time progresses. The Content marketing industry report 2013 suggested that 55% of web traffic will be video by 2016, that’s perhaps a little misleading, given that videos are by nature more bandwidth heavy, but it’s still a good illustration of just how important video has become in an age where everyone is playing amateur director.

Indeed, judging by the increasing proliferation of video-related add ons and apps for smartphones over the past few years, it might even be fair to suggest that this percentage might even be higher. As improved wi-fi infrastructure across the board, even in previously dead-zone areas like subways allow viewers to stream, as well as download their favourite clips; we can only expect to see video content and consequently, video SEO, increase in importance.

YUDU have recently launched a Video Library App, allowing publishers and brands to host collections of videos within an app. To find out more, please get in touch today.


Categories: Video

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