Multimedia is undoubtedly changing the online milieu. The proficient techniques of universal search, otherwise known as blended search, allow users to search for terms or keywords and get collective result pages listing all forms of media from video and photos, to maps and books, to news items and product information. While this search technology has opened the door for more diversified searches and results, it has also upped the ante for online marketers and businesses. Video and Images are now crucial in managing PR campaigns. To maintain visibility online, businesses can no longer rely merely on written content.
So how have online marketers adjusted since the expansion of search capabilities? How can affiliate marketers learn the ropes? The potential for podcasts and video posts is huge. Podcasts and videos each have the faculty to reach viewers more personally, by literally speaking to them. Podcasts, videos and images all offer a fresh means of conveying a message, and since today’s culture constantly bombards us with advertising and sponsored or promoted messages, we are learning to actively ignore or unconsciously block out a lot of this information. By successfully optimizing websites and trademarks for blended search, online marketers and advertisers have found new ways of attracting attention and reaching viewers.
When optimizing for multimedia we offer a few tips.
- Never underestimate the power of a tag. Tagging can help universal search engines trace media and improve search rankings.
- Certain image file types (ex. Gif) allow you to embed Meta text into the image file, which can be optimized for higher search ranks. Similarly, html documents also allow you to save information to a document (title, description, keywords) that is then contained within that file.
- To optimize searches for video media, there are two techniques. The first is to perform a simple indexing, which is similar to that done with images. The more advanced form of video search optimization deals directly with the video content (speech recognition, optical character recognition, etc). Keep in mind that closed-caption and subtitle tracks are supported by most video software.
For businesses wishing to increase their online visibility, it is more important than ever that they embrace multimedia as a means of marketing. YouTube and Flickr can be incorporated into marketing strategies, and Podcasts, videos, and images all hold potential for higher search result ranking. In this universal search landscape, business hoping to maintain an active and highly trafficked presence online (and who isn’t) have to play the multimedia game to.