Although video marketing and uploading is becoming more and more popular, video search engine optimization remains a largely overlooked search marketing strategy. As videos continue to gain significant traction in search engines’ natural listings, most companies either ignore them, or remain completely unaware of their potency. That oversight represents a valuable edge your company can use to leapfrog your competitors in the organic rankings.

A recent article posted on SiteProNews explains why companies should consider integrating video SEO into their current search marketing strategy.

Before Google released their Universal Search platform in May 2007, their natural listings were dominated by text-based pages. Videos were rare in the top positions. Universal Search changed the way Google displayed their primary index. Google, Yahoo, and Bing now include entries from their respective video search platforms. What’s more, popular video-sharing sites have been given higher ranking authority and increased link weight.

Video SEO gives a company greater exposure in the search engines through two levers. First, it caters to the algorithm used for Universal Search. By allowing syndication of videos to authoritative video-sharing sites, a company will enjoy more exposure through their increased ranking authority. In effect, those sites will rank higher, drawing more people to your videos.

Second, videos that are placed on your site (as opposed to syndicating them) attract links – both directly and indirectly. As your videos gain popularity, direct links will naturally build, pointing to the pages on your site that host the videos. Indirect links will point from other sites whose owners have embedded your videos. As a result, your inbound link profile will continue to grow and strengthen, lifting your site higher within the search engines’ organic listings.

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