Mark Robertson is a ReelSEO publisher and a featured speaker at the 2011 Video Commerce Summit, August 1st-2nd in San Francisco, where he will be presenting on “Why Video Marketing has Evolved Beyond SEO.” In a recent interview for ReelSEO, Mark shared his belief that social video production marketing has become the huge driving force not just for video SEO, but for all video editing online.
How Has Video Evolved Beyond SEO?
Mark, explain how online video marketing has evolved beyond SEO.
Sure, I think there are a couple points to make about that…
The first is, video marketing has expanded beyond video SEO. What we’ve been saying for years over at ReelSEO is that video SEO is really just an extension of regular SEO. I think it has moved beyond this idea that it has its own little strategy and technique, although it is important; and people are starting to realize that video editing SEO is more about best practices for publishing video production on your website, and optimizing your own website as it is. So I’d say it has moved beyond what I’d define as video SEO. Although, I do think that the SEO is still a very strong component.
The reason that I titled my presentation this way, though, is because there’s been quite a few changes in search, and in social. Social has become a huge driving force now – not only for SEO, but for video. When you think about YouTube for example, the 2nd largest search engine, people are searching non-stop on that search engine.
Now, in order to rank well on YouTube, it’s important to describe your video properly, to have a good title. But more than that, it’s about making sure that there are comments going, people are sharing that video, and that there are a lot of ”thumbs ups.” So social is not only within the video destination platforms like YouTube (which I would argue is a social network)… so there’s that piece of it, but there’s also the social networks, which are also starting to drive a lot of traffic to video (like Facebook).
I think video marketing is all about marketing a message through video, in the best way that you possibly can, and I think in order to do that you need to disseminate your message to the largest audience (and most targeted audience) that you possibly can. Video marketing is just that, and video SEO is one component of that; and it turns out that while SEO is still a very strong component of video marketing, social is quickly becoming just as strong of a component.
SEO and social have kind of come together, in a sense. Here’s what I mean by that: In the past 6 months or so, both (Microsoft’s search engine) BING and Google have confirmed that they’re looking at Facebook “likes”, and Twitter “retweets,” to influence ranking in organic search. That will ultimately affect video as well, if it hasn’t already.
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