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If you do some searching around Google for phrases like “city name year make model” you will find search engine listings of videos. I hear all the time about how search engines love video and rank pages with video higher over other content.

This is simply a myth and not true.

Web pages don't rank higher because they contain video. They rank higher because of other SEO reasons.

Google spiders web pages and ranks them on primarily 4 factors in no particular order:

1. Page titles
2. Page content
3. Back links (how many people link to your page?)
4. Google Page Rank


So why do web pages on YouTube.com rank so highly in search rankings?

Two simple reasons:
1.YouTube.com has a Google Page Rank of 9
2.YouTube.com has millions of back links to it


YouTube videos ranks well because of these SEO factors of course, not because the pages have video on them. Videos are embedded on websites using OBJECT tags. Tags that I highly doubt the search engines even pay attention to, yet alone figure out they are streaming videos and what they are streaming videos of.

So what is “Video SEO” then?

Video SEO is really being able to leverage video to create content on a website that has one of the highest Google Page Ranks there is. Regardless of how good or bad the video is, it enables you to create content on a website that has millions of visitors and a great Google page rank. This is the secret to the success.

More info about Google Page Rank:
http://en.wikipedia.org/wiki/PageRank

For comparison sakes here is how some popular sites compare when it comes to Google Page Rank:

YouTube.com: 9
autos.aol.com: 8
Cars.com: 8
autos.yahoo.com: 8
Edmunds.com: 7
eBay Motors: 7
AutoTrader.com: 6
CarsDirect.com: 6
Average dealer website: 3-5

So based on this you can see how probable it is for your video on YouTube to rank well on long tail searches, if listed on YouTube optimally.

Listing on YouTube is free and fairly easy to do, but has to be done the right way to maximize the SEO benefits.

Matt Watson
Chief Technical Officer
VinSolutions

http://www.vinsolutions.com/motosnap-videos.aspx

Tags: vehicle, videos

Views: 38

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Replies to This ADM Discussion

Matt,

Thank you for such an important topic... This almost comes under the category of "Myth Busters", but let me ask you this question; Is it possible that Google may attempt to drive improved monetization of their investment in YouTube.com by changing the Google search algorithm to weight YouTube videos higher than either other content or just other video? I truly do not know the answer, but I do know that companies that have never experienced any set backs or failures will sometimes try things many would have never thought possible, because of an economic downturn.

My other question is this... Despite the information you posted, since YouTube.com is now the #2 Search Engine of any kind, not just video, by volume in the USA, wouldn't dealers benefit from placing their videos on YouTube.com?
Matt,

Another great subject and, as Ralph pointed out, definitely will put incorrect information in it's place. Outside of the simple "make your video, place it on YouTube and wait for the search/traffic results" mentality and even ignoring the example of viral video that was discussed on ADM a while ago relative to Sage Automotive's Nissan Z video, this stresses the importance of process, appropriate vendors and content as well as target market and even relevancy.

More often than not, it's the desire to run after something that's hot and that takes business owners/dealers, et al away from their core competency. What's important to recognize is scope, requirements, planned execution and success are only part of the equation. Dealers get hung up on buzz words and, quite honestly, the hunger to get it versus not. vSEO is one of those buzz topics of late. The fact is that we need to correctly educate dealers (and OEMs) on how to execute on a marketing plan that has all of the constituents and then help them do a better job at closing and retaining those customers.

You have put down some great details here, thanks and keep up the great work!

Gary May
IM@CS
Hey Matt,

Just wanted to let you know that I really enjoyed your topic! I`ve been doing video presentation walk-arounds/specials at our dealerships for about 3 years now & have found them to be highly effective, especially when I send a personalized walk-around to a potentenial preowned client for example. Check out our sites & let me know what you think? I`d appreciate it. We do all of the video work "in-house" absolutely no 3rd party vendors at all, which obviously adds to it`s value from a cost factor to the dealership & if we sell 4, 5 or 10 cars from the clips, it`s a no brainer! Check these out; www.DouglasAutoGroup.com www.VWHotDeals.com & www.douglasautopreowned.com

Thanks again for a great topic,

Ken Beam
E-Commerce Mgr

Douglas Auto Group
430 Morris Ave.
Summit New Jersey
07901

kenabeam@aol.com
Hey Matt,
If you Google something like this; Ken Beam NJ cars you`ll get an an idea of what I`ve been doing, & yes I do use You Tube - try this www.KenBeam.net

The reason I haven`t loaded up my Specials pages this month, is because we`re actually in the process right now of having it totally redesigned & the website company MJMI, has asked me to hold off for a couple of weeks. As for my video player, I chose whether to or not put player controls on it. This is something that I change up from week to week. On the Hompages I usually choose not to use the controls. Just my choice & you can certainly turn down the volume on your speakers if you don`t want to hear me.

I have done the AutoTrader video gig in the past, but it didn`t seem to have any significant impact.

Ken Beam
Matt,
Another factor in this according to a recent posting on Forrester Research [ http://blogs.forrester.com/marketing/2009/01/the-easiest-way.html ] is "any given video in the (Google) index [http://en.wikipedia.org/wiki/Index_(search_engine) ]stands about a 50 times better chance of appearing on the first page of results than any given text page in the index. Those are some attractive odds."

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