Video search 101: Marketing and optimization

In November '08 alone, more than 12.5 billion videos were viewed, up from 11.4 billion in July '08. In November, 146 million people accounted for these views, up from 142.5 million in July '08. At these rates, 50 percent of the U.S. population will be watching online videos by the end of April '09.

So how can marketers reach this growing audience with relevancy and appropriate messages?

First of all, it's important to understand that this is a new marketplace that needs new technologies. The legacy search technologies are based on text and HTML, and cannot readily discern what is in a video.

Two video practices that can be used to facilitate this targeting are:

• Video search engine optimization (VSEO): The optimization of any video asset to lift organic search listing results in order to increase views and create a "forced virality" of your content


• Video search engine marketing (VSEM): Targeting video content, on any site with indexed video, by the selection of paid keywords pertaining to what you are marketing, with video ads and/or accompanying banners

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