It’s implementing a new solution from EveryZing for its online media clients that will let search engines find and list stories from TV station video.
One of the nagging problems plaguing online search is video. From Google on down, search engines do a fine job of sorting through text and finding and ranking relevant references. But what of video? How does a text-based search engine recognize relevant video?
WorldNow believes that it has found a solution and will soon be making it available to its local online media clients, which include hundreds of TV stations.
The solution comes from EveryZing, a Cambridge, Mass.-based specialist in multimedia search and search engine optimization (SEO), the art of rigging sites so that their content pops up prominently in the results of search engine searches.
Starting in late July, WorldNow will begin phasing in the EveryZing solutions, replacing Omniture with EveryZing for basic site search. In the fall, WorldNow will introduce EveryZing’s SEO solution. And by the end of the year, it will implement the video search feature.
“If we don’t make it with video, we ain’t nowhere,” says WorldNow CEO Gary Gannaway. “That’s the secret sauce for local TV.”
Stations’ Web sites are filled with video, but it’s currently difficult for search engines to find, Gannaway says. “We have very little video consumption.”
EveryZing CEO Tom Wilde says that his company’s video search is based on proprietary speech-to-text software, which can “read” the accompanying audio in video and transform it into text. With the text attached as metadata, he says, the video becomes visible to the search engines.
“Users will experience increased discovery, increased engagement and increased consumption as this is woven into the WorldNow platform,” says Wilde. “For its clients, that translates into a bigger business opportunity.”
The video capability is key, says WorldNow’s Clayton Thomson.
“Video is a hugely opaque medium,” he says. “The most important metadata is entombed in that video file. So, we as a company have to do everything we can to ensure that all of our customers’ content, particularly video, is readily available to users. The more that is consumed, the more ad impressions being served against that content and that translates into better ROI.”
Gannaway says the deal is also driven by EveryZing SEO talents and the need to increase the prominence of WorldNow clients on the crowded Web.
“We have a terrible problem in the industry in that so little content that a local media company publishes on the Web ranks high in Google, Yahoo! or Microsoft,” he says. “It will point them to CNN, but very seldom to a local TV station.”
EveryZing brings first-rate references to the project. Among its current clients: Fox and NBC Universal. Both are deploying the full array of EveryZing solutions.
EveryZing takes pride in the feature-rich presentation of video results of its site searches. Users can immediately see where in the accompanying text their search key words appear and read the entire text if they choose. To see it in action, go to Fox Business News and type “Obama” into the search window in the upper right-hand corner.