Search marketers are always looking for new optimization opportunities, be it through keyword research or search trends or newly identified personas, and more. Google has started a video series called Google Beat where they explain the week’s trending searches, using data from Google Insights and Google Trends. These tools are available to the public and can be used at anytime to identify upcoming popular topics worth optimizing. The videos are also further evidence of the increasingly critical need for video content online.
Google’s also on the cutting edge of SERP speed with the release of Google Instant. A predictive search engine results experience that displays results based on each additional letter typed by a searcher, Google Instant has an effect on SEM. Search suggestions will cause new keyword optimization opportunities and PPC campaigns will gravitate away from the long-tail terms. Google Instant may also reduce ORM needs as negative suggestions seem to be censored in the search enhancement.
Then Paula, Susan and Virginia return to the topic of online video to discuss technical implementation from hosting to on-page optimization. YouTube is a powerful platform for getting your video in front of viewers, but YouTube has been blamed for cannibalizing a business’s site traffic by adding additional steps to the conversion process. Some tactics to make YouTube work for a business include making the URL for the company website copyable and including an easy to see link in the description as well as posting a shorter version of a video on YouTube in order to entice viewers to see more and then including the full-length video on the business site.