November 1, 2010, 12:00 AM

Why e-retailers' videos aren't getting the ratings they deserve

SundaySky ranks e-retailers' video programs and explains why some don't get the search engine ratings they deserve.

Online video has grabbed the attention of online merchandisers and marketers as an effective way to attract, engage and convert web shoppers from visitors to buyers. But SundaySky, a company that develops and hosts video content for online retailers, says many e-retailers are still light on video content. It also says many retailers with videos fail to get them properly indexed by search engines. In a study conducted during the third quarter of 2010 of the top 50 retailers by web sales as ranked in the Internet Retailer Top 500 Guide, SundaySky found that 42% featured 10 or fewer online videos, while 42% had more than 100 and 26% more than 1,000. But it also found that some of the retailers with the most online videos, including Walmart.com, Buy.com and Target, were not among the leaders in videos indexed by the Google and Bing search engines. Yaniv Axen, co-founder and chief technology officer of SundaySky Ltd., notes that retailers can improve the visibility of their videos by submitting video site maps to search engines and other techniques.

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