| "Welcome to Chess Sets R Us, the US leaders in | | | | Professional videos used selectively could be the way |
| chess with a low price guarantee and the widest | | | | to embark on the video course. A studio? It may go |
| range in North America. I'm Dave. How are you today? | | | | that way and a two tier web result from it, where, like |
| Before I show you into the store - may I just point out | | | | the literal Mall, only highly professional stores survive. |
| our special offers for this month? Press Escape for | | | | What may emerge are easy ways to produce videos |
| the main store anytime, where my colleague Brian will | | | | that are highly polished professionally produced |
| show you our categories. Press Escape twice to | | | | components. But amateur productions need to be |
| browse without guidance. Now, onto those special | | | | avoided and are an obvious danger to the survival of |
| offers... | | | | a web site in the video future. There is also a danger |
| Is this the future of the web? Very possibly. Google's | | | | of rushing in and spamming the search engines with |
| acquisition of YouTube in late 2006 shocked many | | | | keyphrase rich tags to return the video content highly, |
| webmasters into thinking Video. Some for the first time | | | | which may also be counter productive. |
| went to YouTube to see what all the fuss was about | | | | Optimising? |
| - and found a microcosm of search itself - search for | | | | The search engines will have to find a better way to |
| something like you would a search engine and find | | | | search video to return appropriate SERPs. This could |
| hundreds of results, and... yes... all video. It's still early in | | | | be done through tags associated with the video if the |
| the life cycle - so like the early days of the web with | | | | SE's are not to actually get into the video code itself. |
| brochureware and static content, these early videos | | | | Contextual text could provide the clue the search |
| are homespun amateur productions that don't rest | | | | masters need to make decisions. An early indication of |
| easy on the eye or ears. This will change with the | | | | this in late 2006 is the tool by Google to have people |
| widespread adoption in economically strong countries | | | | tag images as they find across the web - all this is |
| of broadband technology and it's technical | | | | usable technology for returning appropriate results to |
| improvement even across broad geographical areas. | | | | searchers. |
| Even so - the pioneers get the bows and arrows, | | | | How to Prepare? |
| settlers get the land - too early an adoption could be | | | | Don't rush to make your site a video site - no-one |
| counter productive. It might start just as small videos | | | | really knows the exact shape of the future. But to get |
| as extra options options on websites, but as video | | | | some videos uploaded to YouTube or similar sites |
| technology becomes more intelligent more can be | | | | (MySpace, etc) will prepare you for what changes will |
| done, such as clicking items appearing, areas of the | | | | be wise in the future. Keeping up with technology is |
| screen, etc. | | | | possible for non-techies when it's done as-it-comes. |
| The dangers? | | | | Who knows how many web studios will exist in the |
| You could rush in too quickly before your audience is | | | | mid term future. |
| ready. The dominance of video on a site may just be | | | | "Thankyou for visiting Chess-Sets R Us. Your |
| too subject to a young, hip audience and put off the | | | | purchase with us today means you'll have a 10% |
| traditional customer base you need. The video quality | | | | reduction on your next order. Chess makes a great |
| needs to be high - not related to the typical quality of | | | | gift. We appreciate your custom... |
| most video components of YouTube of late 2006. | | | | |