YouTube SEO: How to Optimise Your Videos & Channel

YouTube (purchased by Google in 2006) is now second only to Google in search engine popularity. There is a massive opportunity to gather traffic and conversions if you take the proper steps to optimise your YouTube videos and channel.

YouTube is a Search Engine?

If that was one of your first thoughts when skimming this post, you are not alone. Many people never thought about YouTube as a search engine, but it is one of the best.

Think about the last time you were attempting a home repair. The written instructions you found online were as clear as mud and twice as useless in the situation. Your next move, “I’ll look for a how-to video on YouTube.” Bingo. You have just used YouTube as a search engine.

How Does YouTube’s SEO Work?

YouTube has a different set of algorithms for ranking than Google. Even if your ranking on Google’s results page is great, you may have some work to do before you are at the top of YouTube’s results page.

YouTube bases its SEO on two main factors:

1. How well a video’s title, description, and content match the viewer’s query

Being able to understand viewers’ intent is a big part of matching their query. Writing an excellent title and description of your video is vital for success. Tips for success in this include:

• A five to ten word title that includes your keyword
• Use your keyword at least twice in your description
• Be detailed but concise in your description
• Avoid long introductions on your video
• Use your keyword in your video

Not only will these tips help potential viewers, but both YouTube and Google will also understand your video and its content.

2. Which videos drive the greatest amount of engagement for a search

Understanding how YouTube measures engagement is paramount. Factors include:

• Your audience retention
• How long your audience watches your video
• The card clicks
• The click-through rate
• The comments your viewers leave
• The number of end screen clicks
• How many likes and dislikes that you get

If you think this seems relatively simple, you’re right. YouTube wants an uncomplicated way of ranking its videos. From YouTube’s perspective, engagements are what matter. The more engagements your video gets, the more advertisers show interest. Of course, more advertisers = more profits for YouTube.

How Do I Get My Videos to Rank High on YouTube?

There are a few steps to the process, but it is worth your time and effort if you want to take advantage of the tremendous opportunity available through YouTube.

1. YouTube Keyword Research

• YouTube’s feature called Search Success is a fantastic place to start. To use it, enter a word or phrase to get a list of potential keywords that can help you.
• A feature called “Traffic Source: YouTube search” shows the words users typed to find your video. You may find some great keywords.

2. Choose the Best Keyword

• Search for your keyword in Google and YouTube to see how much it is used
• Use keywords that have video results in Google
• Check the ‘about’ results. This is where Google shows how many videos there are with your keyword

3. Post a Video with High Retention Be sure to add previews of your upcoming work

4. Optimise Your Video

• Say your keyword in your video and use it in the description and title
• Use tags, so your video goes to the right landing bar

5. Promote Your Video

• Share on your social media channels
• Embed your video in blog posts
• Answer Quora questions and refer readers to your video

Need Some Help?

If you think that optimising your YouTube videos for SEO is a great idea but takes a fair amount of effort, you are correct. Working with an expert in the field will save you time and get you great results.

I’ve spent over 12 years helping businesses achieve success in all areas of the digital marketplace. Contact me if you would like to learn more about how YouTube SEO can help your business grow.