Everyone knows that YouTube dominates the online video market like no other. However, it’s a little known fact that it also commands a large share of all online searches, ahead of Yahoo! and Bing.
An analysis of top properties where search activity is observed reveals that YouTube is the second most popular search destination in the U.S. after Google.com. YouTube experienced 3.9 billion* search queries in November 2009, followed by Yahoo! Sites with 2.6 billion queries and Microsoft Sites with 1.5 billion searches.
This alone suggests YouTube is a player you should build into your search engine marketing strategy. YouTube now offers a wealth of advertising formats, from Promoted Videos displayed on search results pages, to ads shown in, on and around video content. And with more analytical tools available than ever before, from keyword research to viewer insights, you can optimize your video marketing for conversions and ROI.
Source: comScore qSearch, Expanded Search Query Report, November 2009
* comScore qSearch figures aggregate YouTube search queries with that conducted on other Google properties which are not on the core Google domain. When we enquired about YouTube standalone search volumes, comScore confirmed that YouTube accounts for almost all search queries in the ‘YouTube & All Other Google Sites’ bucket.
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