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EcommerceBytes-NewsFlash, Number 3034 - April 02, 2013 - ISSN 1539-5065    3 of 4

YouTube Videos Help Merchants Get Seen on Google

By David A. Utter
April 02, 2013

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Continued gains in bandwidth and availability of high-speed internet connections made it possible for the online world to move beyond static images. Video content abounds online, much of it for entertainment, but some of it designed for marketing purposes.

Ecommerce pros adding videos to their content marketing strategy might wish to consider findings by Searchmetrics, whose recent study illustrated not only Google's history of integrating additional types of content into search results (dubbed Universal Search Integration), but also how and where videos made their way into these searches.

Searchmetrics said in their study, "one thing is clear - visuals matter....Videos also have a very high click rate because of the prominent form in which they are displayed." Though several video hosting platforms exist, YouTube definitely occupies the top spot for integrating video content with Universal search.

Although videos gave up some ground in terms of what types of integrated media shows up in Google search results, they still hold a dominant position. It seems the online seller who wants to market via video should consider placing that video on YouTube; 8 out of 10 video results for the top five search positions came from YouTube in those searches.

For those who may not have bought in yet to Google Shopping, which is now a pay for placement service, Searchmetrics noted Google Shopping held over 52 percent of shopping results appearing in Universal Search.

About the author:

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. Send your tips to media@davidautter.com and find him on Twitter @davidautter and on LinkedIn.

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