A New #1 Online for Video Surveillance

By: John Honovich, Published on Feb 27, 2013

Last year, many were shocked and alarmed that HomeDepot took the #1 spot online in Google's powerful search rankings for video surveillance. Now, a rival has taken the new spot. While HomeDepot did not drop far, this competitor made a big jump up the charts and is a significant threat to the long term future of video surveillance providers.

Here's the results:

Yes, e-commerce juggernaut Amazon has moved to the top of video surveillance. And it's quite a prize because, according to Google's own web stats, over 300,000 searches for 'video surveillance' occur each month:

Moreover, the top result tends to get a very large portion of those searches, so this could mean 100,000+ additional visitors to Amazon each month looking for video surveillance.

Amazon and Its Partners

Google is sending 'video surveillance' visitors to Amazon's directory of top sellers in 'Complete Surveillance Systems.' The number #1 result on that page is Dropcam, the Silicon Valley VSaaS startup. Ironically, not even two months ago, we ran a review titled, "Dropcam's Sales Surge and Amazon's Growing Power." Of course, Amazon's improved search result positioning should help Dropcam even more - being the #1 result of the #1 match for searches to 'video surveillance'.

Internet Product Sales Impact

Industry people have rightfully been worried about Internet product sales for years. However, in the past, Google rewarded an array of small time resellers and SEO spam sites who were not particularly powerful. Now, with massive changes to its rankings, Google is emphasizing mega resellers whom many already trust and use. With Google's immense scale and influence on buying decisions across the board, this shift will have a material impact on what cameras are purchased and what suppliers grow.

We see three main options:

  • Incumbent resellers and manufacturers invest heavily in search engine optimization / rankings to potentially unseat the mega resellers for video surveillance related terms.
  • Incumbents actively work to become top suppliers to these mega resellers so that their products appear high in the resellers pages that Google directs traffic.
  • Accept these incursions as a fact of life and redirect efforts to higher end market segments where purchases are less likely to be made directly over the Internet.

Whatever path is chosen, it will not be easy and, unless Google changes course, expect an increasingly prominent role for outside mega resellers.

Comments (14) : Members only. Login. or Join.

Related Reports

Startup XNOR.ai, Inventors of YOLO, Video Surveillance Plans Examined on Sep 24, 2019
YOLO is arguably the most discussed and hyped computer vision model today. The inventors of YOLO have a startup named XNOR.ai that aims to bring...
Consumer IP Camera Analytics / AI Shootout - Arlo, Google / Nest, Amazon / Ring, Hikvision / Ezviz, Wyze Cam, Yi Home on Sep 26, 2019
AI analytics are hitting the mainstream in the consumer camera market, with entrants Wyze and Yi Home releasing free people detection on their...
Cisco Video Surveillance Is Dead, Long Live Cisco Meraki Video Surveillance on Feb 11, 2020
A dozen years ago much of the industry thought that Cisco was destined to dominate video surveillance. They stumbled repeatedly, failing. Now it is...
AI Video Surveillance (Finally) Goes Mainstream In 2020 on Sep 03, 2019
While video surveillance analytics has been promoted, hyped and lamented for nearly 20 years, next year, 2020, will be the year that it finally...
Video Surveillance History on May 06, 2020
The video surveillance market has changed significantly since 2000, going from VCRs to an emerging AI cloud era and now impacted by...
Amazon Billion+ Dollar Acquisition - Ring on Feb 27, 2018
The world's largest online retailer, Amazon, is now on a fast track to become the Western world's largest residential video surveillance...
The Fastest Growing Video Surveillance Sales Organization Ever - Verkada on Apr 17, 2019
Verkada has the fastest growing video surveillance sales organization ever. In less than 2 years, they already have more salespeople in the US...
Healthy Skepticism for Deep Learning Is Prudent on Jul 26, 2017
The hype for deep learning in video surveillance is accelerating. Between the race to the bottom and dearth of a 'next big thing', certainly pent...
Deep Learning Surveillance Startups Deep Problem on Jun 23, 2017
The undeniably good news for the video surveillance market is that we are seeing the rise of more startups than in many years. The cause of this...
IPVM's 12th Anniversary - Thank You! on Apr 07, 2020
IPVM is proud to celebrate it's 12 anniversary expanding our commitment to providing the industry independent and objective information on video...

Most Recent Industry Reports

Startup Duranc Presents AI VSaaS on Jul 06, 2020
Duranc presented its system at the May 2020 IPVM Startups show. A 30-minute video from Duranc including IPVM Q&A Background on the...
Low Voltage Nation Wants to "Help You Carve Out A Fulfilling Career" Interviewed on Jul 06, 2020
It is difficult to make your way in this industry as there is little formal schooling. However, one person, Blake Urmos, the Founder of Low Voltage...
The Next Hot Fever Detection Trend - $100 Wall-Mounted Units on Jul 06, 2020
The first wave of the booming fever detecting market was $10,000+ cameras, now interest for ~$2,000 tablets is high and the next big thing may be...
Cisco Meraki Unlocks IP Cameras With RTSP Tested on Jul 06, 2020
Meraki opened up its cameras to 3rd party NVRs/VMSes by offering RTSP streaming because of "the need to solve a business problem". We tested...
Verkada: "IPVM Should Never Be Your Source of News" on Jul 02, 2020
Verkada was unhappy with IPVM's recent coverage declaring that reading IPVM is 'not a good look' and that 'IPVM should never be your source of...
Vintra Presents FulcrumAI Face Recognition on Jul 02, 2020
Vintra presented its FulcrumAI face recognition and mask detection offering at the May 2020 IPVM Startups show. Inside this report: A...
Uniview Wrist Temperature Reader Tested on Jul 02, 2020
Uniview is promoting measuring wrist temperatures whereas most others are just offering forehead or inner canthus measurements. But how well does...
Dahua USA Admits Thermal Solutions "Qualify As Medical Devices" on Jul 02, 2020
Dahua USA has issued a press release admitting a controversial point in the industry but an obvious one to the US FDA, that the thermal temperature...
Access Control Online Show - July 2020 - With 40+ Manufacturers - Register Now on Jul 01, 2020
IPVM is excited to announce our July 2020 Access Control Show. With 40+ companies presenting across 4 days, this is a unique opportunity to hear...