2011-q1 - sundaysky - ecommerce video report

8/3/2019 2011-Q1 - SundaySky - Ecommerce Video Report

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STATE OF VIDEO IN E-COMMERCEQuarterly Research Report Q1 2011

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WELCOME NOTE

This quarterly report focuses on the state of video in e-commerce websites in Q1 2011.

The report highlights statistics and emerging trends in the implementation and usage of online videos bythe top U.S. online retailers.

In this report we will review the following topics:

Online video presence in top e-retailers websites

Video indexing by search engines

SEO impact of using online retail videos

Revenue potential of an effective online video strategy.

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KEY FINDINGS

Mass-scaled videos on the rise. The number of retailers who mass-scaled their videos increased bynearly 50%. Still, a staggering 68% of retailers are not yet exploiting the obvious and accessible

rewards of using videos on their sites. [slide 4]

Bing search engine surpassed Google in retailers video indexing [slide 6]

Consumers continue to embrace e-commerce videos. The number of subscribers to online retailersYouTube channels increased by more than 20% [slide 7]

Online retailers respond to audience demand. The number of retailers posting >100 videos onYouTube channels increased by 15% [slide 8]

Huge potential for video SEO profit [slide 9]

Nearly 18% of the major search engine result pages contain video results

Most video results for retail-related keywords are still posted only on YouTube

Certain keyword categories (e.g. computer gaming) have a higher presence of video results than

others (e.g. furniture, office supplies)

Featured case study: Zappos generates more than $500K in incremental revenue simply by followingvideo SEO guidelines [slide 11]

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VIDEO PRESENCE ON E-COMMERCE SITES

Scale to fit. More retailers turn to mass video 32% of retailers scaled to >1,000 videos on their sites,compared to only 22% in the previous quarter.

Race to the top. Over the last three months, the cut-off to enter the top 10 video-using retailers listincreased from 2,500 to 3,600 videos per site.

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IR 2010Rank

Est. No. ofVideos

RetailerVideoRank

2895,000Overstock1

172,635Amazon*2

2529,620HSN3

1117,687QVC4

3211,198Buy.com5

429,000Barnes and Noble6

217,870Target7

484,070Nike8

223,625Systemax9

353,617Cabelas10

TOP 10 RETAILERS BY VIDEO PRESENCE VIDEO PRESENCE PER SITE

* Video count for Amazon.com does not include Amazons

on-demand video services or Zappos.com.

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Video SEORank

RetailerIndexedVideos

IR 2010Rank

1 HSN 12,500 252 Overstock 6,310 283 Nike 4,070 484 HP 1,894 175 Buy.com 1,638 326 Systemax 695 227 Apple 658 48 Symantec 570 339 Redcats USA 455 3110 Victoria's Secret 136 18

THE SEO EFFECT

Strive to thrive. Over the last three months, the cut-off to enter the top 10 retailers by number ofindexed videos increased from 51 to 136 indexed videos.

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TOP 10 RETAILERS BY NUMBER OF INDEXED VIDEOS


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THE SEO EFFECT: BEYOND GOOGLE

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VIDEOS INDEXED BY BING VIDEOS INDEXED BY GOOGLE

Bing passes Google in retailers video indexing. Google experienced a decrease in the number ofwebsites indexing 10 videos or more. Meanwhile, Bing has seen a significant leap this quarter - from18% to 36% - literally doubling the number of websites with >10 indexed videos.


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THE YOUTUBE STARS

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VideoRank

RetailerNumber of VideosPosted on YouTube

IRRank

1 HSN 79,034 252 Systemax 3,625 223 Buy.com 3,080 324 QVC 1,243 115 Dell 1,105 36 Nike 1,096 487 ToysRUS 974 378 Redcats USA 715 319 Musician's Friend 479 3810 BestBuy 473 10

TOP 10 RETAILERS ON YOUTUBE TOP 10 RETAILERS VIEWED ON YOUTUBE

Impressive growth in retail YouTube presence.

Nearly 96K retail videos posted on YouTube in Q1 2011 a 9% QOQ increase.

420M views of retail videos on YouTube a 13% QOQ increase.

571K subscribers to retailer channels on YouTube a 21% increase from previous quarter.

VideoRank

RetailerNumber ofYouTube Views

IRRank

1 Nike 146,737,586 482 Systemax 83,829,667 223 HSN 43,010,377 254 Apple 26,029,660 45 Victoria's Secret 23,439,804 186 ToysRUS 15,636,281 377 Musician's Friend 15,530,062 388 Redcats USA 9,171,843 319 Dell 8,038,749 310 HomeDepot 7,308,990 39


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BROADCAST YOURSELF: YOUTUBE PRESENCE

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The more, the better. 48% of retailers posted more than 100 videos on YouTube channels in Q1

2011, as opposed to 42% in the previous quarter.

NUMBER OF RETAIL VIDEOS POSTED ON YOUTUBE


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LEVERAGING SEO WITH ONLINE VIDEO

To test the SEO effectiveness of online video use, 34,000 top keywords within 17 categories* werecompiled and analyzed.

18% of these keywords generated video results in search engine result pages.

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The vast majority of video results inall categories are videos posted onYouTube.

Merely a handful of online retailersleverage videos to drive trafficdirectly to their site (Zappos, HSN,Organize.com).

The online retailers whose videosranked high in search result pageshave all mass-scaled their websiteinventory to thousands of productvideos.

PERCENTAGE OF KEYWORDS GENERATING VIDEO RESULTS

* Keywords were selected from Shopping.coms top searches.


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Some categories (e.g. computer gaming) havemore video results for related keywords than

other categories (e.g. furniture).

Similar to standard SEO best practices,producing mass-scale videos to cater to long tailkeywords will generate better search engineresults, particularly in the more saturatedcategories.

Online video + SEO = Big dollars. Even withinthe more saturated categories, there issignificant SEO value that can be exploited byretailers who will deploy an effective videostrategy, by:

Scaling their video deployment to target long-tail keywords.

Adhere to video SEO best practices.

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LEVERAGING SEO WITH ONLINE VIDEO


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MORE THAN JUST SHOES THE ZAPPOS VIDEO SEO STORY

Zappos, the subject of this case study, is an e-retailer who chose to bet heavily on a strong videostrategy.

Zappos is an example of a retailer who has chosen to mass-scale their online videos and hassignificant presence in search engine result pages.

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The purpose of this case study isto analyze the value Zapposderives from their video SEOefforts.

For research purposes, a pool of>21,000 shoe-related keywordswere tested*.

* Keywords were selected from Shopping.comstop searches for shoes, Zapposbrand list and Google s keywords tool.

SNIPPET OF VIDEO SEO ANALYSIS REPORT FOR ZAPPOS.COM(As of March 22, 2011)


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MORE THAN JUST SHOES THE ZAPPOS VIDEO SEO STORY

Analysis of the Zappos video SEO results highlighted the following:

8.1% of the tested keywords generated Zappos video results.

The increase in monthly Zappos traffic accredited to video results amounted to77,316 visits per month.

* The increase measured is compared to equivalent textual-page results.

* The results are based on ComScore and RankAbove reports comparing click-through results ofvideos versus text pages. Analysis did not reflect the higher Google rankings gained by videos,therefore actual number of visits is expected to be higher than noted above.

In terms of SEM, the total value of traffic derived from the limited keyword pool tested amounts to$551,731 per year.

* The results are based on Googles estimated CPC for each term.

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http://www.slideshare.net/rankabove/com-score-rankabove-finalhttp://www.slideshare.net/rankabove/com-score-rankabove-final


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CONCLUSIONS AND RECOMMENDATIONS

Retailers are responding to audiences growing demand for retail video.

Clearly, the number of retail video views, the number of subscribers to retailer YouTube channels, and

the number of videos deployed by online retailers has grown significantly in Q1 2011.

Millionsin proven SEO value are still up for grabs.

Retailers who will leverage online video and video SEO as part of their marketing strategy will

generate significant revenues in 2011.

Deployment of online videos has numerous other benefits aside from the proven SEO benefits,such as user experience and engagement.

Video SEO efforts complement and enhance other marketing SEO practices.

SEO impact of online video is now measurable.

This report offers a new tool for measuring the net impact of online video SEO.

The days of relying on marketers gut feelings are over the ROI of video SEO practices can now

be evaluated before implementation, and success measured over time.

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ABOUT SUNDAYSKYSundaySky delivers automated product video production at mass scale and studioquality to increase online sales and drive website traffic. Leading online retailers

such as Overstock.com, Discovery Store and Adorama use the SundaySky video

solution to cover their entire catalog with product videos resulting in dramatically

increased conversion rates, order size and search-engine ranking. Hundreds of

thousands of videos are generated daily by SundaySkys Saas-based Automated

Video Platform. Videos are generated from existing website content, updated andpersonalized automatically, engaging millions of viewers and calling them to action.

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Yaniv Axen, co-founder and [email protected] West 27th St., New York, NY 10001P: 212-929-8111
http://www.overstock.com/Home-Garden/Kraus-Stainless-Steel-Single-Lever-Pull-out-Sprayer-Kitchen-Faucet/3149634/product.htmlhttp://store.discovery.com/detail.php?p=84866&v=animal-planet_shows_meerkat-manorhttp://www.adorama.com/IPCDMCFZ40BK.htmlmailto:[email protected]:[email protected]://www.adorama.com/IPCDMCFZ40BK.htmlhttp://store.discovery.com/detail.php?p=84866&v=animal-planet_shows_meerkat-manorhttp://www.overstock.com/Home-Garden/Kraus-Stainless-Steel-Single-Lever-Pull-out-Sprayer-Kitchen-Faucet/3149634/product.html

2011-q1 - sundaysky - ecommerce video report

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