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Video Search 101, Part 2

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Microsoft launched Bing, their new search engine, in the time since "Video Search 101, Part 1" was posted last week. Among other things, the buzz about Bing is the way it handles video searching.

Many people agree that its video searching capabilities are much better than Google's. This is just another indication that video search is growing in importance.

Last time, we looked at keyword research, tips on video production, and landing pages for video search. Today, we'll look at distribution and keyword placement and tracking/analytics.

Distribution and Keyword Placement

Some of the most notable video sharing sites are YouTube, MetaCafe, Viddler, Revver, and Vimeo. TubeMogul, however, makes the process of uploading to multiple video sites a simple process.

You'll need to set up the initial accounts on each video site first, of course. They also feature a large number of tracking options that will let you follow your videos wherever they end up.

The video search engines out there are: Blinkx, Google Video, AOL Video, CastTV, VideoSurf, and Bing.

As you upload your video, you'll have the option to add your keyword phrases into the title, description and tags for each site. Here are some guidelines for each:

  • Titles: Your title should be your headline. It should be anywhere from 75 to 120 characters. The lowest common denominator is 75, but some sites will give you more room. Make sure it's readable by humans. Having a list of keywords will appear as being spam. Also, if you want to include your brand name in the title, it should go last.
  • Description: Descriptions should be detailed and should utilize your set of top keywords while still being human readable. You have about 200 characters so you have a little more room for more detail. A good tip is to include your landing page URL as the first thing in your description and be sure to include the "http://" because most of the sites you submit your video to will include your description, which will include the URL. As a bonus, many of the sites will automatically convert the URL into a link.
  • Tags: Again, be as detailed as possible utilizing top keyword phrases. You also need to include your brand, city, and topics.

Tracking/Analytics

Tracking and analytics are always of the highest importance because they provide the statistics that tell you what works and what doesn't. As previously stated, it's important that you tag your landing pages and other pages a visitor might view on their journey to a final goal.

The same basic principles apply for other landing page optimization. Switch out different pages or parts of pages, A/B testing and multivariate testing to shake things up and see if you achieve better results. For more on landing page testing and tuning, read Tim Ash's columns.

Video advertising can be effective for large and small businesses. Try it, test the results, and then modify your plan accordingly. There's still an opportunity to benefit for video search and also for leveraging it for universal search.

Submissions are now open for the 2009 Search Engine Watch Awards. Enter your company or campaign before July 17, 2009. Winners will be announced at SES San Jose.


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