Recently, I participated in a discussion in one of my Linked-In groups regarding just this topic.  I was shocked that much of the “chatter” revolved around search engine rankings – and not much of anything else.

Why search engine discussion when the topic is video?  Because there’s a great deal of debate on just how “searchable” video content really is.  Google and other search engines have proclaimed that they now have the ability to “search” video content.  That’s exciting news, even though most experts will tell you that this video search capability still has a way to go before it’s perfected.

But is that a reason not to use video on your web site???

For the record, I’m a HUGE fan of Search Engine Optimization (SEO).  It’s done wonders for Blue Marble Media and our consumer-market business Cooper Maron Commissioned Films. People from literally around the world are finding us – and more importantly, contacting us with questions and opportunities for doing business.

So always, always work on building & maintaining your search engine ranking.

OK.  So you’ve done a great job building link and tags, keeping your web site and blog updated, etc., and people are starting to find you!  HURRAY!

My question for you is this: now that they’ve “found” you, what are they going to see?  How are you going to engage them?  How can you be sure they spend a little time getting to know you and your products and services?

Content, friends, content!

And video is one of the best types of content there is.  It’s better at explaining complex ideas … better at moving a viewer emotionally … better at entertaining and keeping your audience engaged … better at conveying customer testimonials … better at training a process or procedure … etc.

So first of all, while it’s not yet perfected, video searches are happening and are helping pump up your search engine ranking.

But even more important – video is going to help differentiate you from your competitors.  Think about it – if you’re number one as the result of a Google search — what about the guys who are number two or three in that same search?  Chances are they’ve got very similar written content to what you’ve been putting out there – that’s why all three of you are at the top of the same search results.

So, a consumer looking for specific products or services, is probably going to visit the web sites of at least two or three companies, right?  That’s certainly what I do when I’m researching on-line.

Once you’ve been “found” in a search, hopefully with a first page placement, it’s pretty safe to assume you’re now in a head-to-head competition with every other listing on that first page.  They’ve optimized their sites to rank well for this kind of search, just like you have.  What’s going to make your site stand out?  What’s going to position your company as more of an authority?  What’s going to make your company feel trustworthy and professional?

Could it be …video?

All I can say is hallelujah!  A projector the size of an iPod could soon be projecting near-HD quality video. With a price tag of around $200, this could be the beginning of a whole new era for business presentations.

I can’t tell you how many times the following has happened. We’re invited to present our video work to a prospective client. We ask if they have a good system for playing back video, either from a DVD or a computer. ”Oh, no problem,” we’re told.  We show video in our conference room all the time .”  When we arrive to make our presentation, we usually discover one of two scenarios.

In Scenario A, we connect our computer to their projector and — voila — a washed-out, weak-looking excuse for video appears on the screen pretending to be our gorgeous HD footage. Or, in Scenario B, the twelve clients crammed in the conference room make small talk until someone from IT shows up 15 minutes late with an ancient 13″ combination TV/DVD player on a cart that no one but the closest four people can see anyway.

Actually, there’s a Scenario C, which is the absolute worst. We arrive at the client’s conference room and, alas, the projector or DVD player isn’t working, so now 12 people are huddled around my laptop craning to see and hear.

The thing is, you don’t have to be a video and web site production company to run into this exact problem. Anyone who has ever had to use a PowerPoint or video as part of a presentation knows what I’m talking about. Disappointing doesn’t begin to describe the feeling of seeing your hard work reduced to mush — especially in front of an important audience.

Time will tell if this latest projection technology is all its cracked up to be, but I for one am very excited about the possibilities of having control of my own projected images!