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marketing solution SusanGivens
video search engineoptimization increases salesby 45 percent
Video Search Engine Optimization (VSEO)
marketing solution SusanGivens
video search engineoptimization increases salesby 45 percent
Video Search Engine Optimization (VSEO)
their dealership dominates the most popularsearch terms on all of the major search

engines organically with high-impact videos.

This practice has become vital to successful

online marketing strategies. Online video is

fast-becoming a highly effective and cost-
effective means of advertising within the

automotive industry.

In the last two years, there has been an

undeniable surge in the number of online
video viewers, with approximately 175 millionunique viewers watching an average of morethan 900 minutes of online video each a
month, based on an October 2010 report by, and
predicts nine out of 10 Internet users will beconsuming video by 2012.

In 2007, Google pioneered “universal search,”
otherwise known as “blended search,” where

multiple search results are returned in oneconvenient results display that includes
Websites, news

articles, images,
press releases,
maps, blogs, socialmedia, e-commerce

and video.

Google’s universal
search capabilityundoubtedlykicked online video
marketing into high


According toGoogle, searchersare 55 percent morelikely to click onthumbnail video
images than staticlinks and because
of this Googlegives more rankingauthority to video,
thus placing videoson the top of search

engine results.
“People would

rather watch the
movie than read the
book,” said KarryMoore, presidentand founder of


com, the company

is the process of ensuring that video assetsgenerate the highest-possible volume of

quality traffic to your Website. Dealerships

such as Gary Mathews of Jackson, in Jackson,
Tennessee, recently implemented a digitalmarketing platform to help them appear ontop of the leading search engines like Google,
Yahoo!, Bing and YouTube in their local marketto attract, sell and service more customers

profitably. “My Internet department has been

doing 40 to 45 percent of the dealership’sbusiness, and that’s true accountable sells,

not just sourcing,” said Duran Cage, InternetDirector for Gary Mathews of Jackson.

With more than 88 percent of ready-to-buy

consumers using search engines to shop,
most dealers are scrambling to outbid theircompetitors to appear on top for the most

popular search phrases in their market.

Gary Mathews uses a VSEO company thatautomates thousands of activities to ensure

that Gary Mathews uses. “VSEO is ‘targeted

TV,’ and VSEO allows dealers to deliver their

message to engaged consumers.”

Additionally, dealers can now have multiple

listings on “Page One” by implementing astrong SEO and VSEO strategy. Traditionally,

dealers could get only one listing for a

keyword or phrase such as “Jackson TN,
Hyundai Santa Fe” or “Hyundai Santa FeJackson TN” because they only had one
Website optimized for that phrase. Now with
VSEO, they can build on that single Website

return to have multiple video listings on thatpage, which creates more exposure for thedealership and keeps the competition relegated

to “Page 2” results.

Google indexes all video-sharing sites, not

just YouTube. This means that the more video

sites a dealer distributes their video content to,
the more opportunity that the search engineswill have to index those videos and consider
it relevant content for search returns; thus,
multiple listings for keywords or phrases such

as “Jackson Hyundai Santa Fe.”

Video has become such a game-changerthat VSEO companies like the one GaryMathews of Jackson uses have developed and

launched the automotive industry’s first truevideo search portal, www.CarBuyersEngine.

com, the only video portal of its kind whereconsumers can research and shop for new

and used vehicles, find a dealership, reviewvehicle comparisons or financing withoutthe typical online “clutter” — meaning, no

pop-ups or annoying previews to sit through

before video begins.

The Internet is an ever-changing landscape and
dealers need to keep pace with the changes.

There are no silver bullets, but clearly videoand VSEO need to be incorporated into a

dealers’ online digital strategy. “We want to
‘own’ the Jackson market and video is helping
take us to the next level,” Cage said.

Susan Givens is the publisher of AutoSuccess.
She can be contacted at 877.818.6620, or by
e-mail at


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