August 5, 2010, 6:24 PM

Googling videos? Maybe not.

Most top retail web sites feature many videos, but Google indexes relatively few.

Paul Demery

Managing Editor, B2B E-commerce

Lead Photo

 

A study of the top 50 online retailers by SundaySky Ltd., a provider of technology and services for deploying and managing online videos, shows that, while more than 65% of the e-retailers have many videos on their site, only 12% get more than 100 videos indexed by Google.

The study, “State of Video in E-Commerce,” is based on second quarter research by SundaySky of the largest 50 online retailers as listed in the Internet Retailer Top 500 Guide. It notes that among the top 200 retailers, only 4% get more than 100 videos indexed by Google and that fewer than 10% get more than 10 videos indexed.

“Such low numbers are in complete contrast with the importance of search engine-based traffic for those retailers who typically report that such traffic accounts for around 30% of their total traffic on average,” the study says.

The top 10 retailers by number of videos indexed by Google, with their number of indexed videos, according to the study: 

● Amazon.com, 67,021

● Overstock.com, 56,069

● Apple, 2,718

● Redcats USA, 528

● Symantec, 196

● Netflix, 84

● Dell, 35

● Musician’s Friend, 30

● Sony Style, 27

 

Comments | 2 Responses

  • I believe this trend is occurring because most online retailers are either not informed or have not found a marketing company that will deliver needed organic traffic using video. Another common road block is video production. Simply using "generic" slide shows will not deliver desired results. Retailers need to produce not only relevant content but "high quality" content which bares some additional costs to produce. Typical suggestion from Video SEO companies that I have spoken with was to place your commercial on YouTube.com or maybe additional 2-3 sites and optimize it to reflect your Geo Target or Keywords. This service is relatively inexpensive but it lacks in performance. One of the companies that intrigued me was WebTechAdvisors.com based in Chicago. Their approach to video marketing was different and it made a lot sense. The strategy is to not simply place a video advertising your service on YouTube but to place the video on the first page of organic results for your business specific keywords. This was something that nobody else seemed to be talking about. The second interesting point was to Geo Target your audience. They have many examples of local and regional clients that use this method of Geo Targeting with video. For example when someone searches for "Bankruptcy Attorney in Brooklyn" the video commercial would appear in the top ten organic results. This blew me away, I am very puzzled why nobody is using this strategy especially in the service industry which generates most of the searches locally. Over 50% of all internet traffic today is Video and Google does a wonderful job of indexing such content so if you have video content produced or have been thinking about video marketing, this is the time to act!

  • Interesting findings that highlight the perceived “mystery” behind Video SEO. Most online retailers are aware that eCommerce video on product and category pages helps increase conversion, reduce returns, and boost customer engagement. What they are unaware of is how to optimize their video content to drive traffic to their site. The answer is through the creation and submittal of video sitemaps to search engines. If anyone has seen a video sitemap, it is rich with metadata surrounding the content of the video. The more robust and relevant the metadata, the greater the chance of being found and driving traffic back to your site. As you can imagine, creating a video sitemap can be extremely tedious. If you have three videos, the process is much less time consuming. But say you are Amazon with 67,021 videos. It would take approximately 10-15 minutes to create each video sitemap entry depending on the writer’s experience. That said, you are looking at a hefty time (approximately 581 days) and resource allocation if done manually (not to mention the process when you update your content). Luckily, there are solutions on the market who can automate the creation of video sitemaps. One is Invodo who is a full-service eCommerce video solution. Invodo’s API generates a client domain video sitemap that the client, in this case an online retailer, submits to their search engine webmaster tools. Every time content is updated/added, a new sitemap is automatically generated. It is important to note the importance of unique video content. Each specific URL must have one, unique video associated in the sitemap. More than one video and/or duplicate content association to one URL could have negative impact on your search results. Yes, this all might sound complex and it can be if not handled correctly. I agree with Dmitry in saying the time is now to act on video….but make sure you optimize it for search!

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