Today I wanted to share an interview with media agency executive Robert Davis, Interactive Marketing Director/Leader of Interactive Video for Ogilvy Interactive. Robert tells Andy Plesser of Beet.tv that they have seen a tremendous rise in traffic to video content coming from search engines, especially over the past 6 months.
"We are also seeing a tremendous search value from video now...
You can use video content almost as much as you can use a banner or paid search as a drive-to mechanism to your site," says Robert. "...video and search have really started to gel. ... the traffic that we can drive of off search now in some cases is enough for a campaign where they don't have to have a paid component with it."
Video and search discussion starts at 1:41 into the interview.
As all ReelSEO readers know by now, this is something that we have been enthusiastic about for a long time. We know that search drives traffic and since the introduction of universal search, we know that search can work well for driving traffic to sites with video content. It is nice to see this knowledge begin to be talked about more widely and being confirmed from Robert. Robert goes on to talk about best practices for video in terms of optimization video for search engines.
"What we are focusing on is more of a content strategy with search. As long as you have good metadata strategies and you are applying the same kinds of search strategies that you would apply to text content, the search engines are out there and waiting," he said.
When asked what kinds of video content lend themselves well to search, Robert points to B2B videos as one type of video that they have seen perform well in search. In particular, Robert talks about the need for B2B videos to be "information focused" and address the questions that potential clients would ask.
"For b2b clients, rather than doing the age old testimonial... it's the kind of content that answers a search for a pain point, not a search for a brand.... Answer the question of the consumer with your video content."