If you are working with SEO it is probably not a secret, how the use of video and YouTube, in particular, keeps on skyrocketing.
The prognosis from SEO gurus?
Video is going to be smoking hot for 2020.
But how does that affect the field of SEO?
Maybe this is the first you have heard of YouTube in the category of SEO.
If that is the case, then let me elaborate. If you are all set, then feel free to scroll down to the section on usable tips for YouTube SEO!
YouTube in numbers (2019)
Being the world’s largest video-sharing website, YouTube hosts 2 billion users per month!
Among those active users, 50 million are actively creating a video. Over 300 hours of video content are created each day. And this is watched by a billion mobile users – every single day!
So while everyone is looking at YouTube videos, why not grab their attention and make them look at your videos?
Just think of all that unused potential, your business could benefit from?
What is YouTube SEO and how does it differ from Google Search?
Since YouTube was purchased by Google in 2006, the video-sharing website has been an integrated part of Google. But do not be fooled by the closeness in search design. A good ranking on Google does not necessarily equal a top position on YouTube – and vice versa.
However, some of the logic that guides Google SEO can also be applied for Youtube.
As you may know, SEO is the process of optimizing your website for the search engines to make your website rank above all other search results on the result page.
You can surely describe SEO as an ever-changing process of improving your content, the technical health of the website, and your overall relevance on search engines in the specific context in which you are longing to be found.
SIDE NOTE: Never beg for others for approval. And never, ever buy your way to fame using scamming links and likes. Search engines will see through the illusion over time and punish you for using shortcuts to fame.
In short, the meaning of SEO on YouTube can be defined this way:
Definition: YouTube SEO is the practice of optimizing your channel, playlists, description, metadata, and the very content of your videos. YouTube-video can be optimized within the platform and on external search engines, such as Google, Bing, Yahoo, etc.
How does SEO work on YouTube?
Now that you have gotten to know SEO in the context of YouTube a little better, now may be the time to put knowledge into specific and usable advice.
1. Use Keyword Research to Secure Your Ranking
Just like Google, videos on YouTube are found typing words into the search field in the top section of the page.
Keyword research is therefore necessary to do if you want to understand your audience’s behavior.
Remember, it is the user’s intent in every query that define what your content should be. Your content must match search intent. Always. On Google and on YouTube.
For example. If you are running a small business as a makeup artist with a website, you want to make sure, your video content is just as good as your blog content.
Perhaps you have written a guide on how to apply highlighter? Well, you might be interested in ranking for words such as “highlighter”, “makeup” or “applying makeup” on YouTube.
Before you settle on the exact keywords, try and explore the competition on those words.
Type your keyword idea into the search box, and see what comes up in the autocomplete section
This way you will know, this is search terms people are already typing into YouTube search.
2. Check the competition
The next step is to go and look at the result page. What kind of videos are already ranking?
Study the number of subscribers on the top channels along with the total number of search queries. You will discover if your video has a chance of ranking here as well.
Try and explore different keyword ideas in the search box, and compare the competition of each result.
As the ‘makeup expert’ your content might do well in the “how-to” or “tutorial” category.
3. Optimizing your video
When you have settled on a keyword, the word must be part of the video as well as the description text. That includes the titles, meta-descriptions, thumbnails, links, and tags.
Your keyword must appear close to the beginning of a text, surely in the first sentence.
When writing a meta description, put some heart into it and write at least 300 words.
YouTube SEO is a great opportunity to give your existing blog content a new life.
If you run a fashion blog and want to give people advice on how to dress for your body type, then it might be a great idea to show them perhaps with a video guide their top signature looks for future fashion trends in 2020.
Just as long as it goes with the search intent of that query.
The video itself must also reflect the topic(s) you are trying to optimize for. If you are speaking during the video, remember to mention the words, you are optimizing for.
YouTube will pick up on every word in both transcripts and meta descriptions.
But remember not to over-optimize. Your meta-description text should not include your keyword more than 5 times or it might be viewed as keyword stuffing.
Instead, think of the users, you want to communicate with and what they value. The resultpage should give you a good idea on this matter.
4. Promote your video
So you have made the world’s greatest video and uploaded it to YouTube. What now?
Well if you already have an audience through mail signup or whatnot, now is the time to explore those relations.
It might be fitting to write a newsletter sharing your new video content directly with your audience.
Other social media channels are a great way to create awareness of new video content. Facebook, Twitter, Instagram, LinkedIn, and Pinterest. Go post.
5. Engage with your channel and audience
Like any social network, social connections are key. If you want to make a name for yourself, you must care for those social bonds.
That means both optimizing your channel, so it looks inviting for your audience.
And it means interacting with users.
Replying to comments and giving your audience questions to discuss is a great way to grow engagement, views, and popularity on YouTube
What you need to know when working with YouTube in digital marketing?
Like Google, YouTube is a great place to work with SEO tactics. YouTube’s growing popularity is setting a new way for SEO. Video is unavoidable if you want to create awareness for your brand in 2020.
If you are working with digital marketing it is key to know the brand you are promoting and translate that into a video sharing logic.
Remember, it is YouTubes mission you overtake TV watching entirely. So before you begin producing a video for your company, explore the possibilities regarding format, length, content type and the angle of your video.
How can you provide value to your audience in a way they want to engage. Optimizing has all to do with the people using your content.
Do not post video for the sake of YouTube. Post because your content is the best product for your audience.
What are your thoughts on this new take on SEO for YouTube? How do you think, YouTube can give value to your business? Is it a possibility worth exploring?
Tell me what you think!
Also published on Medium.