Now that Google's 'universal search' results are starting to appear, the role of videos within these results can be quite prominent. As a result, the need to optimise videos so that they can rank well for relevant searches in gaining importance.

A recent article from Advertising Age reviews the way that video optimisation is developing, from the basic rankings provided by YouTube, to the more specialised video search tools like Blinkx. However, since Google still attracts the vast majority of search traffic, the need to optimise videos so that they can perform well in these results is vital.