Monday, January 26, 2009

video and seo

Forget Video; Here's Why Text Is Still King of the Web

http://adage.com/article?article_id=133843

See the excerpt from the article below. For us this means that there is tremendous value of using youtube how to videos for certian phones and putting them in a very SEO friendly environment.

Despite all the hype around online video, text remains the current and future king of the web. Why? There are at least five reasons:

Steve Rubel
Photo: JC Bourcart
Steve Rubel is a marketing strategist and blogger. He is senior VP in Edelman's Me2Revolution practice.
IT'S SCANABLE
According to Jakob Nielsen, users have time to read 28%, at most, of a site's words during an average visit. 20 percent is a more likely number; text is far more scan-friendly.

THREE LETTERS: SEO
For all that Google has done to elevate video, search results are still largely made up of text -- and everyone wants better SEO.

THE WORKPLACE
It's much easier for cube workers to read text online and get away with it vs. watching long videos. Watching vids (even work related) screams "slacker."

MOBILE DEVICES
Yes, of course you can put a video on a mobile phone. But it's work and requires planning. Text is easier to pull up in a nanosecond.

DISTRIBUTION
Nothing flies like text. It's easy to cut and paste and send it somewhere, or to clip and re-syndicate it via e-mail, RSS or social networks.

If you think about it, much of what we consume and share online still remains text-based. Twitter, for example, is all text. Facebook is a mix, but certainly has a ton of text. Even what makes YouTube hot is the metadata and commentary around the videos. So I don't see any big threat to King Text.

What does this mean for marketers? For starters, if you're creating video, you better pay attention to the text you put around it. Without text, you're dead. You won't be found. Further, if you want to influence, you must have a command of the English language and know how to write for the web in sound bites -- food for thought for the next time you face the urge to rush to video.

1 comment:

tjradtke said...

I agree with the analysis and importance of text. I'd bet that technology will close this gap over time as you'll essentially be able to search text transcripts of videos that are created in real-time much like closed captioning. But the point is entirely valid - if you post a video, post quality text around it...