Internet marketers considering using video advertising as a means of increasing search rankings and drawing in traffic should make use of keywords, an industry expert has suggested.

Writing on Search Marketing Standard, Andrey Milyan claimed implementing keywords into the filename, title and description of videos which are displayed on companies' websites and on social media portals such as YouTube can help drive search results.

He said: "Your keywords or your filename alone won't get you far but you will never rank well without these basic elements."

Mr Milyan also claimed that as search engine crawlers "rely heavily" on link text when judging the relevance of video content, marketers should look to provide as many links to quality pages as possible.

He added that advertisers should avoid using flash video players as search engines often have a hard time analysing them and may wish to consider the use of a video sitemap and an RSS feed to increase accessibility.

Yesterday, an Adtech report indicated two per cent of adverts attracted clicks from British internet users.

However, video advertising was said to have a higher than average click rate of 4.6 per cent.

Chief executive Dirk Freytag claimed that marketers are increasingly using the technique in a bid to drive website traffic and encourage clicks.