With the trend of including video and images into search results spreading to all the major search engines, it’s more important than ever to optimize multimedia to assist in your search marketing results.

Search Engine Journal has a detailed post on optimizing video and images for search:

There’s more than one way to get organic search traffic. That’s the message that you should be hearing from your search engine (SEO) optimizer these days. With the advent of Universal Search, the traditional organic search result is getting pushed further and further down the page and this effect will only get more pronounced. You might also be failing to get any benefit from a whole range of highly targeted content on your site that isn’t being presented to the search engines in such a way that they can understand it and present it to searchers.

SearchEngineJournal - Niche SEO: Image & Video, Local Search & Social Media Optimization