I have several questions if you have the time to answer them.
1. What impact does a video clip have on search engine indexing (if any)?
2. Some websites I look at don’t seem to be using good navigation structures or use anywhere near the minimum recommended amount of text on their home page at all — yet they came up on page one when a google search is done – why? For example: Visiooptic.com has very little body text yet they come up high on a google search for *eyeglasses in Brookline, MA*.
3. I would think that web designers would automatically incorporate meta tags and key words and know about the importance of on-page criteria – yet it seems they don’t. Isn’t this bad business practice?
For example: one of my websites was done by a very experienced web designer, yet I wasn’t informed about many of these things; and I am seeing that my site isn’t very well optimized. I’m so surprised by this!
I’ll answer each of your questions in turn:
1) Depending on the way your clip is uploaded, LOTS. As you probably know, Google purchased YouTube a few years ago. So that should give you an idea of how important video is to the web and to search in particular. You can optimize your YouTube videos for search engine rankings now – there are lots of tutorials about this and we are looking to add a whole lesson on this to our SEO201 course in the near future. In the meantime, have a look at this post on how to optimize your video content.
2) Optimized body text is just one factor of the 100+ ranking influence factors in the Google PageRank algorithm. It’s an important one, but not the only one. So the reason you see other pages ranking well despite little or no text is that they score highly in other areas such as inbound links (quality of other sites linking to them), title and meta tags, inbound traffic, internal cross-linking etc. The sample site you mention is ranking ok because (amongst other things) it has a toolbar PageRank score of 4 and quite a few inbound links. If it had more optimized text on the page, it would probably rank even higher.
3) Surprising isn’t it? Despite SEO playing such a vital role in how a web site performs online, it’s scary how many web design companies either don’t know anything about SEO or don’t think it’s their job to optimize a web site. It’s not that they are unprofessional, it’s just that SEO is quite a specific science and many designers don’t have the knowledge to optimize a site well, or believe it is someone else’s job because it can be time-consuming. Some web designers offer SEO as an add-on service to web design, which I guess is fair enough as it could be outside the scope of the agreed design project. But I can’t tell you the number of web sites I’ve had to optimize for clients who have paid tens of thousands of dollars for a web site that is basically a glossy online brochure that would never be found in Google in a million years.