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Lee Odden

Video Search Optimization – Search Insider Summit

By Lee Odden     Interactive Marketing, Marketing Industry News, Marketing PR Conferences, Online Marketing, Search Insider Summit, Video Interviews

Video Search Optimization
The first of the breakout sessions was a choice between click fraud and this session on video search optimization. This was an easy choice since video optimization is an important component of social media campaigns and we like the social media here at Online Marketing Blog.

The session was moderated by Matt Spiegel of Resolution Media and speakers included: Chase Norlin from Pixsy, Scott Rhodes of VeoTag, Christy Tanner of TV Guide and Dan Perry from Cars.com.

Matt Spiegel: Is online video search for entertainment or other purposes?

Christy Tanner: Increasingly people are watching TV online and not conforming to old models of “turning on the TV”. There are also science, news and technology applications for online video.

Dan Perry: Cars.com use of online video focuses more on education than entertainment. The value also comes from a viral aspect, users passing along videos and linking to them from other web sites.

Chase Norlin: Autos is one of the most popular categories of video search.

Scott Rhodes: Being able to tag a video to be better indexed by a searchg engine will improve video search. Video is the expressive media of the day. Consumers expect it.

Chase Norlin: Part of the job for marketers is to help companies create good content. The second part is to submit/push that content out.

Matt Spiegel: Is cars.com syndicating content to other sites.

Dan Parry: No. Yahoo Answers and Google groups provide platforms to point to videos.

Matt Spiegel: How do you measure success?

Scott Rhodes: The ability to communicate your message efficiently and relevantly.

Matt Spiegel: To Chase: How are your business partners measuring success?

Chase Norlin: Regarding success, because image and video is the hottest consumer search type besides standard search, it drives additional search traffic.

Matt Spiegel: What’s the overall hope of video search?

Christy Tanner: The hope is to cut the clutter. Standard search engines’ search for video is not very good. The goal is to make it easy for consumers to find the shows they’re looking for.

Matt Spiegel: How do you monetize?

Christy Tanner: Using banner ads. Linking out to videos, the videos themselves are not monetized by TVGuide.com

Chase Norlin: Pixsy is really a massive aggregator of thumbnail images – both static images and video. Because of it’s distribution, companies are contacting Pixsy to submit their thumbnails.

Matt Spiegel: Is cars.com branding their videos?

Dan Perry: Besides SEO, tHere is a lot of value to make sure the videos are branded. The goal is to keep them in-house, but the videos do get republished elsewhere.

Matt Spiegel: Optimization of videos currently focuses on meta data, not the video itself. What’s happening with optimization of the actual videos.

Scott Rhodes : The VeoTag tool ads a textual menu to videos. Those menus are available to standard search engines, which allows the video to be searchable by video content.

Matt Spiegel: To Chase, You’re working on a second generation image and video search, right?

Chase Norlin: No. Can’t keep up with demand of the work we have.
Matt Spiegel: Video search optimization is a misnomer, because it’s really optimization of text around the video. How close are we to having something that allows the reading of the video content?

Scott Rhodes: Very close. Announcement next week?

Dan Perry: Points out Google image labeler as a possible platform for people to assign meaning to videos.

Matt Spiegel: What issues are there regarding copyright?

Christy Tanner: We do not host the actual content.

Chase Norlin: They do not host actual videos, they aggregate thumbnails and meta data.

Audience: What are the accessibility issues with videos?

Dan Perry: There is always going to be value in the meta data.

Chase Norlin: Makes a distinction between video delivery and thumbnail traffic generating business.

Audience: What are some examples of using video in B2B environment?

Scott Rhodes: Product information, training, government.

Audience: As a marketer how can I leverage video as a marketing tool?

Dan Perry: Use video as a way to differentiate yourself from the competition. Regarding B2B, with long sales cycles, feeding prospects with videos can keep your company top of mind.

Chase Norlin: Create content people care about and push it out everywhere. ie, (Matt) implementing a content syndication strategy.

Matt Spiegel: What are opinions of Viacom and YouTube lawsuit?

Chase Norlin: YouTube is a business model that was not well thought out and the lawsuit is a result.

In the end, the session wasn’t really about the tactics of optimizing videos for search as it was about using videos as online marketing tools. Lucklily, the moderator Matt Spiegel of Resolution Media reminded the panel and audience that optimizing videos has a lot to do with meta data, links to the video and text surrounding it. Dan Perry also provided several good, practical suggestions.


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