Everything You Need to Know About YouTube SEO
Did you know that YouTube is the second-largest search engine? After Google, it’s the platform users visit most often to search for information. To take full advantage of this wide reach, focus on YouTube SEO.
In this guide, discover everything about how YouTube SEO works and how you can attract more traffic to your video channel. We’re happy to tell you about YouTube’s most important ranking factors, how to optimize your content, and how to measure the success of your videos afterward.
Want to get started with (YouTube) SEO today? Contact our team, and we’ll be happy to help you.
What is YouTube SEO?
YouTube SEO is the process of optimizing your videos to rank higher in YouTube’s search results. It’s part of the bigger picture of Search Everywhere Optimization. After all, our search behavior is no longer limited to Google. Focus on various techniques and strategies that ensure your videos rank higher and get more organic views.
Just like with regular video SEO, you first need to develop a clear YouTube SEO strategy and define the goal of your video messages. Not sure where to start? Then read up on how to develop an SEO strategy first. After that, make the content of your videos as relevant as possible by using the right keywords.
This will increase the number of views on your content, boost user engagement, and improve your ranking. If you rank well on YouTube, you’ll automatically rank higher on Google, too. What are you waiting for? Get started with YouTube SEO today.
5 Key Ranking Factors on YouTube
Just like Google, YouTube wants to show its users the most relevant information. To do this, the search engine takes these 5 essential elements into account when ranking your videos.
1) Content and keywords
YouTube strives to provide an appropriate response for every user. Find out how you can start writing SEO-optimized content and provide relevant content.
Conduct a thorough keyword research. See which keywords rank well on Google and use them as the basis for your YouTube videos. It’s better to focus on a keyword with a lower search volume. There’s less competition for these, and you’re much more likely to appear at the top of the search results.
If necessary, run your list of keywords through SEMrush (a tool for performing keyword analysis, among other things) to expand and supplement it. Or use Ahrefs to monitor which keywords your competitors are using. Read all about using Ahrefs and how to incorporate this tool into your SEO strategy. Google Trends also provides a lot of useful information, but we don’t use this tool as much ourselves.
Respond to the search intent of your user. If they’re looking for information, create a helpful and comprehensive tutorial. If they’re looking for the mechanics or definition of a specific topic, create a well-organized webinar packed with knowledge and expertise.
Use YouTube’s suggestions. The search engine provides insight into its users’ search queries. This way, you can immediately see which topics are still popular and easily capitalize on these keywords—usually long-tail keywords. Check out our example where we look for suggestions for the keyword “search engine.” YouTube suggests, among other things, creating a tutorial for beginners or explaining how to advertise through the search engine.
2) The Right Target Audience
Decide in advance who your ideal viewer is. Why does a user turn to YouTube or your channel, and how can you provide them with information in the most effective and targeted way possible? What do they hope to achieve by watching your videos? What are their interests? Tailor your content to the right users.
4) High viewing time and engagement
YouTube rewards videos with high watch time and high engagement. Do your viewers watch until the end? Bingo—that means you’ve created and posted a relevant video. After all, if they stop watching after just a few seconds, it means you’re not providing the right answer, and YouTube won’t show your video in the search results anymore.
Videos that also receive a lot of likes and shares rank higher. Increase engagement with your audience by encouraging them to like your video and share it with friends. Find out how YouTube evaluates your viewers’ engagement:
- The presence of comments under your videos. When users take the time to write something, that’s proof to the search engine that they find your video interesting.
- Does a user subscribe to your channel after watching your video? YouTube also sees this as a sign that your content is relevant. Increase your subscriber count by asking viewers to subscribe—it’s that simple.
- The classic “thumbs up” or “thumbs down” still has a big impact. YouTube takes the number of likes into account when ranking your video.
- Determine the right length for your video. It’s hard to say whether long videos perform better or worse than shorter ones. The most important thing is to create content that’s interesting. If you make a 20-minute video that keeps your viewers hooked every second, that’s great. If you post a short message that quickly informs your audience, that’s great, too.
5) Metadata, hashtags, and thumbnails
Give your visitors the right context before they watch your video. Focus on creating a compelling title. Put your keyword with the highest search volume at the beginning to immediately grab your viewers’ attention. Promise your user something that will make them click through to your video. Let them know exactly how many tips they’ll get or how many steps you’ll cover. For example, “5 Ultimate Tips to Improve Your YouTube SEO” or “10 Steps to a Higher Ranking on YouTube.” Limit your title to 60 characters.
Add a specific description. This not only makes it clear to your viewers what your video is about, but it also helps Google better understand what you’re discussing and showing. Focus especially on the first 125 characters, as only these are visible in the video list. So be sure to include your most important keyword here, along with a call to action (CTA). You should also include the URL to your website in your description, along with links to your social media channels if applicable.
The right YouTube hashtags boost your online visibility. Your first three hashtags appear above your video’s title. By using descriptive keywords in your tags, viewers can find your content more quickly among the vast selection of videos. Include your topic, category, or even specific brands or products in your hashtags. Add up to 15 hashtags per video.
Stand out from other results by setting an eye-catching thumbnail. This is the first image a user sees of your video, and it encourages them to click through. This leads to a higher click-through rate (CTR) and, consequently, a better ranking.
Use a striking color that matches your branding, and incorporate your logo and name into the illustration, as shown in our example. Make sure all your thumbnails have a consistent look.
Upload Your YouTube Video in 5 Steps
To optimize your YouTube SEO, you obviously need to post your video first. We’d love to walk you through the process of uploading a video to YouTube.
- Create a YouTube account and log in. Go to YouTube Studio and upload your video using the “Create” and “Upload videos” buttons in the top-right corner.
- Set the appropriate title and description, and choose an attractive and eye-catching thumbnail. Indicate whether the video is intended for children and whether there is an age restriction. Click Next.
- Add subtitles (read all about subtitles). And, if you’d like, add an end screen—the last image your user sees, where you can promote your other videos. Click Next. >
- Check to see if YouTube has found any copyright-related issues. Then click Next.
- Choose to make your video private, hidden, or public. Or set a later time for your video to go live automatically. Then click “Save” to share your video message.
5 Tips for Optimizing Your YouTube Videos
1) Subtitles as a way to optimize your video
Subtitles for your video improve the user experience. Think of people with hearing impairments or others who choose to watch their videos without sound. By using subtitles as part of your YouTube SEO strategy, you provide your users with a concrete and, above all, relevant answer to their search query and enhance their user experience.
Go to YouTube Studio and then to “Content.” Click the pencil icon next to your video to access the settings. Then, on the left, select“Subtitles” to set up subtitles. Select the language you’re translating your video into. Then click “Add language.” YouTube will now automatically generate subtitles for your video using speech recognition. Check to make sure all words and sentences are correct, and make adjustments as needed.
2) Have YouTube transcribe your video
Transcription is the process of creating a file in which all spoken text is written out. Video transcripts improve your ranking based on content. After all, you ensure that the search engine understands exactly what you’re saying in your video. And you give viewers the opportunity not only to view the content of your message, but also to save it and review it later if necessary.
Go back to the “Subtitles” section in your menu bar. Select “Options” next to your chosen language—automatic captions. Then select “Download” and “VTT.” You now have a file in which all the audio has been converted to text. Check to make sure YouTube has transcribed everything correctly and that the text contains no errors.
3) Create playlists
Organize your videos into different playlists. This gives your viewers and YouTube a handy overview of your content, organized by topic. When one video ends, YouTube automatically plays the next one from your playlist. And you’ll easily get more views.
In YouTube Studio, go to the “+Create” button in the top-right corner and select “New Playlist.” Enter the title and description for your playlist.
Describe which videos are included in this list and specify the topic you’re discussing. Choose to share them publicly. Then add your selected videos.
4) Optimize the homepage of your YouTube channel
Make sure your channel looks both professional and appealing. Go to the dashboard in YouTube Studio and select “Customize channel” under your brand name. Here, you can customize your layout, branding, and basic information.
Under “Video Spotlight,” you can select a channel trailer for your channel. This is a video designed to attract users who aren’t yet subscribers. You can also highlight a specific video for your subscribers.
In the “Branding” section, you can add your logo, banner image, and video watermark. This ensures that all your videos have a consistent look on your channel.
In the “Basic Information” section, enter your name and username. Add a description explaining what your videos are about. Explain how you keep your users informed. Be sure to include your keywords and any relevant hashtags related to your topics here.
5) Share your video on other channels as well
Now that your content is online, the goal is to reach as many relevant users as possible. Don’t just share your video message on YouTube—distribute your content on other channels as well. Post a link to your YouTube channel and videos on your website or in your blogs. Share your video on your social media channels, such as Facebook, LinkedIn, or Instagram. Include your video message in your newsletters.
Measure the success of your YouTube videos
To determine whether all your efforts toward YouTube SEO are worth it, analyze your video metrics in YouTube Studio. You’ll find the “Analytics” section on the left side of your channel’s menu bar. Here, you’ll see an overview of your channel’s views, watch time, and number of subscribers:
- Channel Views: Find out how many times your channel has been visited to watch videos. Here, you can also see which videos are performing well and which aren’t, and when it’s best to share your content.
- Channel watch time: the total watch time of all your videos combined. Don’t just check how many people are watching your video—also check how long they’re watching it. If they watch the video all the way through, your content is a perfect match for their search query.
- Audience engagement: The more likes, comments, and shares your video gets, the higher your viewers’ engagement rate will be—and the more relevant YouTube will consider your message to be.
- Subscribers: the number of users who subscribe to your channel and automatically receive updates when you post a new video.
You can also get a lot of data about your audience from this dashboard. Find out how many repeat viewers you have, exactly when your users watch your videos, and their watch time, age, and gender. Plus, YouTube offers inspiration for your next content, based on what users in your target audience are watching and searching for.
The Importance of YouTube SEO
Higher rankings on YouTube lead to more clicks and better conversion rates. By focusing on all of YouTube’s ranking factors, you can increase the visibility of your videos and build a loyal audience that keeps coming back for new content.
YouTube will only consider your content a hit if it perfectly aligns with the right target audience. Use the right title and description, create an eye-catching thumbnail, and provide subtitles and a transcript. Make sure YouTube considers your content to be relevant. Increase your users’ watch time, likes, and shares, and boost their engagement. And encourage your viewers to come back for new content.
Count on the Digital Climax team to support your SEO efforts. Contact us, and together we’ll work to help you achieve the top spot on the SERP.
