We all know YouTube is the second largest search engine on the planet after Google. It generates an estimated 92 billion page views each month which also provides colossal traffic to different websites and blogs. It is a platform where 400 hours of video is uploaded every minute! YouTube also offers you ways to monetize the content of your videos. If your content gets enough views, you can make good money from your YouTube videos. However, uploading a video is not enough to get views on YouTube unless you are a big brand, for example, a music company. There are techniques that you could follow to optimize your YouTube videos to rank higher on YouTube search.
Facts about Video Marketing
Video is quickly emerging as one of the top mediums of choice for marketers, and with good reason—it’s easily digestible. Consider these facts:
- Video in e-mail leads to a 200-300% increase in click-through rate
- Including a video on a landing page can increase conversions by 80%
- 73% of B2B companies that use video marketing see significant ROI from it
- 80% of Internet traffic will come from video by 2019
- People only remember 10% of the information they hear three days later, but will remember 65% of it when it’s in video format
- Sales videos increase intent to purchase by 67%
YouTube SEO: What is it?
The key to getting discovered on YouTube is ranking in search. Search Engine Optimization is a relatively simple concept. A search engine like Google wants to show users the most relevant content based on the words they typed into the search box. To do that, it needs to understand what different websites and pages are about.
The search engine bots crawl websites, noting specific words and phrases. Every page is indexed. Then, when a you type in your search words, Google pulls up the most relevant pages and presents them to you.
Video is a little different. At the moment, bots can’t understand video or images. They interpret them by looking at the text around them, in the title, the tags, the description and the file name. That’s why, to rank in YouTube search, you need to optimize for all these factors.
How to Grow Your YouTube SEO
YouTube SEO involves optimizing your channel, playlists, meta data, description, and the videos themselves. You can optimize your videos for search both within and outside of YouTube. Here are some of the advanced ways to increase your YouTube search visibility:
#1 Keyword Research
Before you can start ranking your videos, you need to figure out which search terms you want to rank for. When searching for YouTube SEO keywords, make sure that you choose a search term that already has YouTube video results on the first page of Google.
#2 Title Of The Video – Use Keywords
The video title is how one will know what your video is all about. A title which perfectly matches your video content will be very friendly to the viewer and also to the YouTube algorithm for SEO. Take advantage of Google and YouTube auto-complete feature. This will give you an overview of what people are searching for on Google and Youtube and will help you optimize your content accordingly.
#3 Naming Your Video File
You have created and edited your video and it is ready to be uploaded on YouTube, but you rendered your video file as mov001.avi or random_name.mp4, make sure you rename your video as your_keyword.mp4. Naming your video file as your focused keyword actually tells the search engine as to what is in your video, Search engines cannot look inside video content. It is the file name that tells search algorithm what your video is all about. Having the video title as your video file name helps search engine index videos easily, thereby aiding in achieving a higher ranking. So put your targeted keyword into the video file name.
#4 Optimize your video description
According to Google, the official character limit for YouTube video descriptions is 1,000 characters. And while it’s okay to use all of that space, remember that your viewer most likely came here to watch a video, not to read an essay. If you do choose to write a longer description, keep in mind that YouTube only displays the first two or three lines of text — that amounts to about 100 characters. After that point, viewers have to click “show more” to see the full description. That’s why it is suggested to front-load the description with the most important information, like CTAs or crucial links.
#5 Add A Location (Local SEO)
If your video includes a localized keyword like “Chicago Wedding Photographer” or you just want to target a location, you can specify this in the video manager under Advanced Settings. Just remember to also include the localized keyword in your title, description, file name, etc.
#6 Respond to Comments/Engage
YouTube is a social platform, which means you need to socialize. For the first week or so, try and respond to all new comments that people leave and give “hearts” to show appreciation to your commenters. YouTube found that viewers who received a heart are 3 times more likely to click on the notification compared to other types of notifications.
#7 Create Keyword-rich Playlists
A great way to get more search traffic in YouTube is to group your videos into playlists. By building a keyword-rich playlist, you give YouTube a deeper level of understanding of your video. Once you have at least 10 videos on your channel, you should group them into playlists.