1 Introduction
Search Engine Optimization
In an online world where traffic is emerging as a currency of trade, Search Engine Optimization (SEO) is a thriving industry. Whether through transactional e-commerce or marketing impressions, it is critical to ensure your content optimal placing in a search engine's untainted, organic results as well as in commercially sponsored results. As different forms of information and content fluctuate in popularity among the general Internet population, the practice of SEO must similarly yield to the traffic flows that dictate online success or failure.
For instance, the growth in the online news sector has driven increased interest in methods to ensure high placing on sites like Google and Yahoo! News along with newer, user-generated sites such as Digg and Reddit. Merely issuing a press release is no longer sufficient to amplify your message to be heard above the noise today. If you want your news to be read, you must ensure that it is well seeded at these popular news sources too.
The growth of online video
The increased ubiquity of broadband and the growth of available content on the Internet have caused a similar flux of traffic towards online video. The explosive growth of user-generated content sites such as YouTube and MySpace Video combined with the steady growth of traditional media content sites like CNN and the BBC have collectively redirected a slice of the online consumer's attention toward the search for and consumption of video content. This shift in attention is generating new traffic, and the SEO industry will be quick to follow suit.
What is Video Search Engine Optimization?
Simply put, Video SEO is the art and science of ensuring that your video content attracts as much traffic as possible.
What this paper will cover
This whitepaper is a readily accessible exploration of the key topics concerned in Video SEO today. As befits such a new and evolving area of expertise, this paper borrows frequently from the online observations and articles of those who are involved in the industry at the coalface and will suggest further reading for additional detail on any given facet of the overall topic.
This paper will not cover areas that, while extremely relevant to Video SEO are not inherently part of the topic. For instance, while some lessons of podcasting are applicable, they will not be covered, nor will audio content SEO. Moreover, although it is a common practice to simply buy traffic towards video from search traffic re-sellers or by purchasing fixed price ads, this paper will focus instead on organic Video SEO which you can get free of charge.
The flip-side of SEO is, of course, monetization. Video can be monetized in many ways: it can contain high value video ads that are played before, during or after the content; it can be a teaser that compels viewers to purchase a product or further video or, if it is a piece of marketing or advertising masquerading obliquely, it may contain value in itself. Though online video monetization is a fascinating and still-evolving topic, it deserves an extensive write-up of its own. Therefore, this paper will focus only on attracting traffic to the video and not what happens after traffic has been secured.
2 Background
The online video market today
To provide greater insight into the current climate surrounding and shaping Video SEO, a brief discussion of today's growing video Web market follows.
Through 2005 and 2006, Internet growth has maintained an aggressive pace; the US alone reached over 205 million active Internet users by the end of 2006. Globally, Internet usage is growing at a faster rate as European adoption rates approach US levels and major Asian markets continue to gain momentum. Significantly, broadband Internet is the fastest growing segment of the Web. US broadband penetration rose to 73% in June 2006. Analysts estimate that by the end of 2006, US Broadband growth rates will have broken the 80% threshold. Major markets around the world are experiencing similar growth. In the UK, broadband has risen by 52% in the last year1 and China has gained 49 million subscribers.
