Video on Google Maps Revisited

Picking up on yesterday’s Google Blog post, TechCrunch is reporting on the ability to upload video to Google Maps from YouTube. This has actually been available for awhile.

At the moment this is a “manual” process, uploading a video hosted on YouTube and associating it with a listing. However, eventually, Google will either take feeds or otherwise automate the process of getting more video into Maps from third parties. This will be potentially dramatic for local search on Google. For example, imagine these still images replaced by video thumnails or plus boxes that open a video player.

If you’re a YP company and selling video to SMBs you eventually must extend that video to third party sites just as you have with your clicks/calls products. That should potentially include YouTube and other video sites. In fact, if you might think about creating a YouTube channel and/or otherwise making your SMB videos discoverable on YouTube.

The benefits of getting video now include: better potential response on the YP site, exposure via universal search and potential exposure in the Google LBC (at some future point unless you have worker bees uploading them).

Soon we’ll see landing pages that are optimized for SEO as well with local video in them (Impaqt did this long ago). (This week is the NAB conference and so we’ll see lots of online (and mobile) video-related announcements this week.)

The SMB video segment is getting very crowded quickly. It began with Spot Runner and TurnHere and quickly extended to Denver Multi-media, GlobeShooter (acquired by Spot Runner), Spotzer, EZ Show and now, Mixpo, Buzzspot, VideoBloom (see Kelsey write up) and others. SEM firm eLocal Listing added video to its product mix.

There are now probably 12-15 companies in this segment either looking to go directly to SMB advertisers or work with sales channels (e.g., YP and newspapers). In addition, companies such as Howcast (not SMB oriented today) also have a custom production network that could be tapped.

Quality, price and some sort of distribution capability will differentaiate the winners and losers in this segment, which has already become quite “noisy.”

10 Responses to “Video on Google Maps Revisited”

  1. Tim Cohn Says:

    Will not the last wave of local resellers history repeat itself with this new bunch?

  2. Greg Sterling Says:

    Perhaps. At a high level that’s what it appears

  3. Steve Espinosa Says:

    I am excited about the launch of and think we see eye to eye on a lot of things for instance, “Soon we’ll see landing pages that are optimized for SEO as well with local video in them” as we have already deployed this at eLocal Listing.

  4. Greg Sterling Says:

    Yes, I mention eLocal Listing in the item. What would be interesting is to report back on response rates of landing pages with video and without.

  5. Steve Espinosa Says:

    Sure I will send you the info in an email, any other stats you want just let me know.

  6. Greg Sterling Says:

    Great. I’ll send you a note.

  7. ICT magazine » Internet » SearchCap: The Day In Search, April 15, 2008 · Information & Communications Technology magazine Says:

    […] Video on Google Maps Revisited, Screenwerk […]

  8. Mike McHenry Says:

    The big question I have is, “How does video impact the one box ranking of an LBL?” For that matter, “Do picture images impact your ranking at all either in one bax or Google Maps?”

    I can’t find anybody whose addressed this yet. Thoughts?

  9. Greg Sterling Says:

    Mike Blumenthal is the guy to ask there. Or come to SMX; it will be discussed.

  10. Greg Sterling Says:

    I don’t think there’s a direct ranking impact from images or video on 10 pack/one box listings.

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