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Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic” or “algorithmic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
The acronym “SEOs” can refer to “search engine optimizers,” a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term “search engine friendly” may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
The effectiveness of SEO may be measured by the position of a web site on a Search Engine Results Page (SERP) when searching for a certain keyword, or by web analytics Key Performance Indexes (KPIs).
If you’re like most interactive marketers, you probably don’t think much about search optimizing your online video content. Less than 20% of marketers tell us they insert keywords into the filenames of the videos on their site, and even fewer use more advanced tactics like writing keyword-rich captions and annotations, or creating online video libraries.
But if you’re not optimizing your videos, you should start. “Blended search,” the practice in which search engines display videos, images, news stories, maps, and other types of results alongside their standard search results, has become increasingly common on major search engines. And optimizing video content to take advantage of blended search is by far the easiest way to get a first-page organic ranking on Google.
Recently, we conducted a little experiment to learn more about how search engines respond to common queries. We created a list of 40 of the most-searched keywords — pulled from the search engines’ own lists of popular and fast-growing search terms, like Google Trends — and ran those searches on Google in the US and the UK, as well as on MSN UK and Yahoo UK.
MSN and Yahoo (both of which we studied only in the UK) still present only standard results for most of their searches. But Google blended non-standard search results into a large majority of the keywords we studied: nearly three-quarters of the searches we ran on Google in the UK, and well over half the searches we ran on Google in the US, returned blended results. In both the US and the UK, Google was more likely to blend videos into its results than any other type of media. (Images, in case you’re wondering, are only rarely blended into any of the engines’ search results.)
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