As Google users are adapting to universal search, we are finding that getting your brand name onto the first page of results has never been more valuable. Beyond the obvious desire for your company website to rank well, businesses should now take the next step to optimize other brand building tactics.

YouTube recently surpassed Yahoo! as the second largest search engine in the world, and is also the third most visited website on the internet. Google (and other engines) recognized this opportunity to ensure users not only get the best results, but also give users the best options.

If you perform a search query for the term “crayon factory”, what result would you be more likely to click on?

Unlike ordinary searches you have performed in the past, you probably didn’t click on results 1, 2 or 3. Almost assuredly, you would be most interested in the fourth result: the videos!

Videos in search results are very high in value because they really capture the user’s attention, especially when accompanied with a powerful, compelling title (as well as other video optimization best practices). By creating, submitting and optimizing videos for products, companies can now own more real estate on SERPs to increase click volume and build massive brand mindshare.

And since I know you are eager to see it, here is the classic Sesame Street video, How Crayons are Made.

Mike Hernalsteen is the Senior Interactive Marketing Specialist at LoSasso Advertising Inc., a Chicago based interactive agency where he develops comprehensive online marketing strategies for leading B2B and consumer brands. (See more posts by Mike)

Comments

Great post Mike. This is really an exciting area of opportunity. This gives b2b marketers an incredibly powerful justification for investing in high quality product and sales video. Next to a direct contact, whats a more compelling way to move buyers along the sales path than to feed them good video? And there are so many uses to leverage the investment – trade shows, sales presentations, websites, PR links… Wow, there is a lot to do, I’m pumped.

Scott - December 11, 2008

This is an interesting concept based only on image video search.

http://www.cooliris.com/

Dimo Raychev - December 31, 2008

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