Many people are surprised to learn that YouTube is the second-largest search engine. Yep, it’s bigger than Yahoo and bigger than Bing, according to comScore. Therefore it is a shock to many search marketing professionals that clients, including large brands, neglect to formulate or act on strategies for YouTube optimization.

Of course, YouTube isn’t a perfect fit for every company, but anybody who does business online should consider taking advantage of the huge opportunities for brand impressions available on YouTube. Even if the product or service you sell might be considered dry or boring, think about creating a series of funny or interesting videos that relates indirectly to your core business.

Considering that YouTube streams more than 1.2 billion every day, it’s easy to write it off as over saturated and move on. But most of the content is garbage, and few people take the time to properly optimize their submissions.

There are primarily two places you can rank well for your target keywords. The first place is on YouTube itself. The other place your videos can rank well is on the search engines themselves. Remember that every video on YouTube has its own page, called a view page, that can be optimized the same as any other page on the web.

The most important thing to remember about optimizing for YouTube is that the videos themselves are invisible to search engines. YouTube converts the video files you upload into Flash, and search engines have a difficult time understanding what’s inside a Flash file, especially a video.

Jamie Bates