Marketing professionals need to be au fait with text-based search engine optimisation (SEO) before they move on to video SEO, according to Nate Elliott of Forrester Research.
The expert told GigaOm that those without experience of standard SEO will run into trouble when it comes to video SEO.
According to comScore, a record number of videos - 14.3 billion in total - were watched online by Americans during December last year.
Meanwhile, Matt Cutts of Google suggested to GigaOm that marketers only use video SEO when working with visually-focused companies or when running an online branding campaign, indicating that online video is not for those looking for direct response success.
"If Google believes that users are getting a low-quality search experience, we always reserve the right to change our algorithms, which can include how often we show videos," he went on to warn.
Forrester Research recently conducted an experiment that found videos can result in higher rankings than text pages on Google for the most used search queries.... read full details »
An expert has offered advice to those starting out in the world of search engine optimisation (SEO).
According to Patrick Altoft of Blogstorm, it is ideal to look for a reputable SEO company and ask them to look at the website project before any work is carried out by designers and developers.
"SEO needs to be integrated in every part of the website and every change needs to be signed off by your SEO consultant," he suggested.
Mr Altoft also stressed that a good SEO firm will help their clients to integrate marketing into the website from the beginning to make it easier to continue to promote the site online.
He gave the example of an e-commerce site featuring buyer's guides, a product wiki and a blog, all of which could attract inbound links and generate extra traffic.
A study carried out by Microsoft last year found that 35 per cent of small firms believed they would need to hire an agency to help them get started with search engine marketing.... read full details »
The recent relaunch of the royal family's website does not seem to have included a sound search engine optimisation (SEO) strategy, it has been suggested.
Julian Sambles, head of audience at Telegraph.co.uk, was asked to review the new website at Royal.gov.uk in terms of SEO effectiveness by his colleagues.
He found that the site has a number of significant SEO problems, including the fact that 22,060 of the 30,400 website pages indexed by Google are in fact error pages.
Furthermore, clicking on these links does not yield a 404 error page, which is generally seen to be "a basic requirement for any website", he commented.
Another problem highlighted by Mr Sambles was the fact that the site seems to suffer from the problem of duplicate content, as well as inconsistencies between page titles and page content.
He also used Google Insights to see which term was most used by web users to search for the Queen, but could not see this phrase on the homepage of the royal family's site.
"I would therefore conclude that no or little keyword research was done for popular keyword terms and phrases," he remarked.
The new website was launched by the Queen and father of the web Sir Tim Berners-Lee yesterday (February 12th).... read full details »
Marketers should make search engine optimisation (SEO) strategies for particular events creative in order to stand head and shoulders above their competitors, it has been advised.
According to executive director of the European Interactive Advertising Association (EIAA) Alison Fennah, events such as Easter and Valentine's Day tend to attract a high number of search engine marketing campaigns geared towards them.
As a result, marketers should ensure their SEO and paid search campaigns are as original as possible in order to see success, Ms Fennah stated.
"It's a really good opportunity to show the effectiveness of search, word-of-mouth and other elements of your marketing campaign all working together and to be very cost-effective," she commented.
Eight in ten European advertisers expect to spend more on search engine marketing campaigns over the next two years, according to research released by the EIAA last year.
The study also revealed that marketers expect online spending to rise by 16 per cent this year.... read full details »
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