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PodZinger searches YouTube audio

I’ve written in the past about the neat audio search of PodZinger, but I don’t think they’ve gotten much attention yet. This announcement, that PodZinger now can search the audio speech of YouTube videos, may raise the profile of this “little search company that could.” Splashcast has a quick test that shows that the technology is promising. A-list blogger and search expert John Battelle excerpted Splashcast today, so maybe this announcement will start to get some eyeballs.

What does this mean for search marketers? As I have been saying, audio and video have long been second-class citizens in search. Although Google and other search engines can find seemingly every word of text typed into a Web page, they fail miserably at audio speech, both in podcasts and as voice-overs to videos.
Because of that, search marketers have not emphasized audio and video, although they should, as I outline in one of my columns from Revenue magazine, Search Marketers Target iPod Users. If you’re stumped by even the basics of podcasts, read up on some podcasting tips and some video podcasting tips.
Speech search technology raises the ante. First, PodZinger will raise its profile a bit with this announcement and attract more searchers. But the impact will be larger than this. Every time a small search engine offers a hot new feature, it places more pressure on Google, Yahoo!, MSN, and the rest to match it. In this case, because Google owns YouTube, you can bet that they are working on this kind of capability. AOL already offers audio search through SingingFish—someone may partner with PodZinger also.
Smart search marketers are working on audio now—straight audio and audio on video. Using keywords in your audio and video will someday be just as important as it is on a text page today. It’s not too early to start.


Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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