Video expands SEM reach for marketers

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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
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