Nate Elliott wrote on the Forrester Blog that recent research by his company showed videos are 50 times more likely to appear in search results for keywords that return universal or blended listings than standard text web pages.
Businesses can capitalise on this by creating a keyword strategy that takes into account the filenames, titles, descriptions and tags associated with video content, as well as by hosting clips on video-sharing site YouTube and embedding these into their own sites.
"Also create a video library on your site, so Google knows where to find your video content. (Google Video Sitemaps can help with this too.) Write keyword-rich annotations for each video in the library," Mr Elliott advised.
Google launched Video Sitemaps in December 2007. The offering is an extension of its existing Sitemap Protocol and makes it easier for users to find clips via Google Video Search.