Video expands SEM reach for marketers

Share this content:
Creating videos for business can help land you on the first page of search
Creating videos for business can help land you on the first page of search
While Meyers says videos have had little impact on traffic to Queensboro's website, he does believe the productions give the company a greater online presence and a better chance to be found in searches. A search for “custom embroidered shirt” on YouTube, for example, produces a Queensboro video on Page 1.

SEO experts agree that Google's search formula for videos is enigmatic.

Wil Reynolds, CEO of Philadelphia-based Seer Interactive, posted a video of himself discussing search engine optimization at a conference. The video has been viewed more than 28,000 times on YouTube and appears as the fourth result on Google's Universal Search for “SEO best practices.”

Seer Interactive does not offer video SEO as a service because its clients generally expect increased Web traffic to result in improved sales, Reynolds says.

“They are not coming to us for some sort of straight-up brand-building effort,” Reynolds says.

“For us, to get them a bunch of additional views on YouTube, if we don't have a strategy for how that's actually going to increase their ranking, that's not really a conversation I want to get into.”

But there is still much that companies can gain through video, says Goffman.

“If you're a business-to-consumer company or a business-to-business company that has a broader reach, video can be very effective,” he says. “And I think you also have to measure it more on engagement and not necessarily on conversion.”

Procter & Gamble's recent Old Spice advertising campaign, Hayzlett says, is an example of a video that has helped a company's search marketing efforts.

The spots, which show former NFL athlete Isaiah Mustafa transitioning from a bathroom to a sailboat to horseback, have been viewed more than 15 million times on YouTube and spawned a wave of parodies. Hayzlett says, “When people do parodies of it, you know you have something going. They get more clicks on it, they st
Page 2 of 2
close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here