Google is the first place most people search, and YouTube comes in strong as the second. Web SEO has become highly competitive, with massive budgets and resources in play. But don’t let that scare you off! The trick is to find those sneaky little SEO gaps where you can slide in and make an impact.
In this class, I will teach you how to optimise your YouTube and Google video content to attract views, boost engagement, and even drive sales for your channel and website. Let’s get a move on!
What is YouTube SEO?
YouTube SEO is the process of tailoring your channel and videos to rank higher in search results. It combines basic SEO principles with YouTube-specific tactics, such as using keywords in video titles, descriptions, and tags. Since YouTube is part of Google, its algorithm functions similarly by matching videos to user queries. However, YouTube also evaluates factors like watch time, engagement, and relevance.
Years ago, you could start a broad-topic YouTube channel about “tech” or “product reviews” and gain traction. Today, newer channels need a more specific focus to stand out. Developing a solid content plan is essential, not just deciding what to post and when, but also ensuring it aligns with user intent and optimised for search.
How Video Seo Does it Work?
Like any search engine, YouTube’s goal is to deliver content that answers a user’s query. For instance, if someone searches for “how to tie a tie,” YouTube will prioritise videos specifically addressing that query, not something like “how to tie your shoelaces.”
Optimising your videos on YouTube works similarly to optimising web pages for Google, it leads to higher rankings, increased clicks, and better conversions. If your videos actively solve your audience’s problems, you’ve already completed 90% of the work. Below, we’ll dive into the most effective YouTube SEO tips and strategies to help you optimise your content.
The Building Blocks of YouTube SEO
- Keyword Placement
Keywords are like breadcrumbs that guide viewers to your videos. Use them in your video’s file name, title, description, and tags. It’s like giving YouTube a roadmap to understand your content.” For example, if your main keyword is “Free WordPress themes,” include it in your title, description, and hashtags to reinforce its relevance. - Tags and Hashtags
Tags help YouTube understand the context of your video, while hashtags group related content together. While they serve different purposes, both are crucial for signalling relevance to the algorithm. For example, using a hashtag like #FreeThemes alongside your tags can anchor your video to similar content, encouraging viewers to stay engaged and boosting your rankings. - Categories and Thumbnails
YouTube categories (e.g., gaming, education, fashion) further classify your videos and help the algorithm position them correctly. Though thumbnails don’t directly impact SEO, a well-designed thumbnail significantly boosts click-through rates (CTR). A high CTR indicates to YouTube that your video is valuable, improving its ranking. - Subtitles and Timestamps
Closed captions and subtitles not only enhance accessibility but also provide additional keyword-rich text for the algorithm to read. Similarly, timestamps segment longer videos, making them easier to navigate and sending positive signals to YouTube about the value of your content. - Why Video Descriptions and Content Matter
The video description is a vital part of your SEO strategy. Use it to highlight key details about your content, include relevant keywords, and add links to related videos or external sites. A detailed, well-structured description improves visibility and engagement. While tags and descriptions are important, remember that high-quality content is the foundation of any successful YouTube channel.
Start with Great Content
A successful YouTube channel starts with creating valuable and engaging content that keeps your audience interested. Once you have that sorted, you can boost your channel’s reach by using YouTube SEO techniques.
This includes adding the right keywords to your titles and descriptions, creating eye-catching custom thumbnails, using relevant tags, and adding closed captions to make your content more accessible. Now, let me share where you can find useful data to start working on YouTube SEO and get your channel noticed.
Finding the right keyword
Keyword research is a vital part of YouTube SEO. It helps make your videos easier to find by matching your content with what people are searching for. In this section, I will walk you through how to find the right keywords, use long-tail ones to reach niche audiences, and make the most of tools like YouTube Studio and SERP analysis to optimise your videos.
Why Keyword Research Matters on YouTube
When people search for specific terms, YouTube’s algorithm favours videos that directly answer their queries. For example, if someone searches for “how to bake a chocolate cake,” videos optimised with that keyword are more likely to appear at the top. Adding the right keywords to your video title, description, and tags helps your content reach the right audience.
Good keyword research also improves engagement metrics like click-through rate and watch time, both of which the algorithm values highly. Videos that match what viewers are looking for are more likely to keep them watching, which boosts your overall ranking and performance.
Analyse Competitor Keywords
Visit popular channels in your niche and study their high-performing videos. Sort their content by views or popularity using YouTube Studio. Pay attention to their video titles, descriptions, and tags to identify recurring keywords. Additionally, tools like SERP analysis can reveal which terms competitors rank for on YouTube and Google.
Using Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that target niche audiences. For example, instead of optimising for “content marketing,” a long-tail keyword like “Instagram content marketing tips” narrows the focus and reduces competition. These keywords often align closely with user intent and are more likely to attract highly engaged viewers.
To find long-tail keywords:
- Combine terms from YouTube’s search suggest feature with specific modifiers like “tips,” “guide,” or “for beginners.”
- Check out audience queries in YouTube Studio to discover terms your viewers are already searching for.
- Use long-tail keywords strategically in your video title, description, and tags for maximum visibility.
The Role of Keyword Research in YouTube Shorts and Playlists
Keyword research isn’t just for full-length videos, it’s also essential for YouTube Shorts. These short, engaging clips can attract a massive audience when optimised with relevant keywords. Similarly, grouping your videos into keyword-optimised playlists increases discoverability and encourages viewers to binge-watch your content, improving watch time and CTR.
Mastering keyword research is essential for aligning your content with user search intent and improving video discoverability. By leveraging tools like YouTube Studio, analysing keyword search volume, and focusing on long-tail keywords, you can create optimised content that resonates with your audience. When done right, these strategies boost your engagement metrics and help you rank higher in both YouTube and Google searches. Start applying these techniques today to give your channel the visibility it deserves!
Let me share with you four free options you can use to find the best keywords for creating your videos. These tools and techniques are easy to use and can help you nail your keyword research without spending a penny.
Keywords on youtube search results
The first option, and one you might not have thought about, is using the suggested terms YouTube recommendations when you search for your keyword. But before you dive into searching on YouTube, you need to make sure the results aren’t influenced by your browsing history.
Otherwise, YouTube’s algorithm won’t show you the most relevant keywords for your chosen term. To get accurate suggestions, clear your cookies and history, then open an incognito window. Head to YouTube, type in your keyword, and now you’ll see the true results from YouTube’s algorithm.
Youtube Studio Keyword Research
To explore keywords effectively, go to YouTube Studio, select the Analytics tab, and then head over to the Trends section. In the Trends tab, you’ll find a search bar where you can enter your keyword, like “Heating Calculator.” This will show you content suggestions, including text and videos from other creators. This can give you a clearer idea of the search intent behind that keyword.
Additionally, YouTube now offers an AI-powered tool to help generate ideas. You can use the Generate Ideas option under the Trends section, which allows you to explore and exchange ideas for potential video content.
This tool provides suggestions for videos based on topics with high or low interest. It’s a fantastic way to brainstorm video ideas as custom thumbnails, video descriptions and Video file name, especially if you’re unsure what to create next. Plus, it ensures your content aligns with what your audience is actually searching for!
Google Ads keyword tool
For example, if I type in “heating calculator,” YouTube will show me a list of recommendations. These suggestions are a great place to start, but you can take it a step further by using the Google Ads Keyword Planner. This tool helps you check which keywords have the most search volume and align better with user search intent. Make sure to sort the results by impressions to find even more valuable keywords.
Remember, our strategy isn’t just about keywords, it’s also about convincing Google’s algorithm that our video has the best captions, the most thorough keyword research, optimised video titles, and engaging descriptions. All these elements work together to give your content the edge it needs!
Ahrefs keyword explorer
Ahrefs Keyword Explorer is an awesome tool for finding the best keywords to level up your content game. It’s super easy to use and packed with data like search volume, how hard it is to rank, and even how many clicks you can expect. Perfect for spotting those hidden gems that can bring real traffic to your content.
What makes it even cooler is the extra features. You can see related keywords, check out what’s ranking on Google right now, and even track how rankings have changed over time. Whether you’re making content for YouTube, Google, or Amazon, Ahrefs Keyword Explorer gives you everything you need to target the right audience and get those clicks.
Creating the right video for YouTube SEO
Alright, before we dive in, let’s get one thing straight, good videos start with great content. Before you get caught up in the chaos of filming and editing, you need to focus on the pre-production process. It’s all about planning and shaping your content to make it stand out. If your goal is to rank well both on the web and in the video section, there are four key characteristics your content needs to have.
Scriptwriting tips
Tip 1: Show your brand in the first 5 seconds if you’re running ads.
Why? Because YouTube makes viewers watch skippable ads for at least 5 seconds. By showing your brand right away, you ensure the audience catches it, even for a brief moment. If your videos aren’t for YouTube Ads campaigns, you don’t need to show the brand at the start, it can appear later on.
Tip 2: Write a strong introduction to hook viewers.
If people click on your video and leave quickly, it’ll hurt your metrics. Keeping viewers engaged until the end signals YouTube to rank your video higher. To do this:
- Make the main idea clear from the start and align it with your chosen keyword.
- Jump into the core content without unnecessary fluff.
- If it’s a long video, tease what’s coming up later to keep curiosity alive.
That said, these rules aren’t one-size-fits-all. Every project is unique, and what works for one may not work for another.
Tip 3: Make your video useful, funny, or interesting for your audience.
The goal is to keep users engaged and interacting. Add a call-to-action at the end, like asking viewers to “like” the video or subscribe. Interaction is a key metric, so don’t miss this chance. While better production quality helps, starting out with simple, budget-friendly videos is perfectly fine. You can refine your strategy and improve quality as you go.
Tip 4: Don’t stress about video length.
YouTube loves it when users stay on the platform, so longer videos can sometimes perform better. However, this isn’t a hard rule. Shorts, which are under a minute, can also work if used strategically. The key is to keep your audience watching as long as possible by consistently offering valuable content.
Some people think only short videos do well on YouTube, but that’s not true. Long videos can achieve excellent results, as long as you don’t pad them with unnecessary content. Focus on delivering value throughout to keep viewers hooked and your metrics high.
Recording and Editing Made Easy
Creating great video content doesn’t have to be complicated. With the right gear, you can easily produce professional-looking videos, whether you’re just starting out or already a seasoned creator. Let’s explore the essential tools you’ll need, from microphones to lights, cameras, and even teleprompters, to make recording and editing a breeze.
Budget YouTube starter kit
These are affiliate links, if you use them you will be helping us create content like this. The products are not essential but they are cool and similar to those we use:
- Camera
- HDMI Capture
- Large tripod
- Small tripod
- Teleprónter
- Wireless Lavalier Microphone
- Micro USB
- LED lights without RGB
- LED lights with RGB
Essential Tools for Editing: Software, Audio, and Graphics
Once you’ve got your footage ready, it’s time to work some magic and bring everything together in the edit. Start with top-tier editing software like Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve. These tools are brilliant for trimming clips, colour grading, and syncing audio seamlessly. Need to clean up your sound or add cool effects?
Audacity and Adobe Audition have got you covered. Tools like After Effects or even Canva are perfect for creating eye-catching titles, transitions, and animations. Editing is where your story really comes to life, so take your time, experiment, and make it truly shine!
Recording and editing don’t have to be overwhelming. Whether it’s setting up your microphones, nailing your lighting, or getting creative with your thumbnails, every tool you use contributes to the quality of your content. Invest in the right equipment, learn the basics, and you’ll be producing polished, engaging videos in no time.
Optimising Engagement and Retention Videos for YouTube SEO
If you want your videos to rank higher and attract more views, optimising them is a must. YouTube’s algorithm doesn’t watch your videos; instead, it analyses text-based elements like video title optimisation, video description optimisation, video tags, and metadata. Renaming your video file with a target keyword is a simple yet effective step. For example, use a keyword modifier like “how-to” or “best” in your file name to boost relevance.
Detailed Techniques for Video Title and Description Optimisation
Crafting the perfect title is critical for video title optimisation. Your title should be concise, include your primary keyword naturally, and directly represent your video content. Titles with fewer than 60 characters perform better, as they’re easier to read and fully display in search results.
Use action words like “discover,” “learn,” or “explore” to make your title more engaging. For instance, “How to Bake the Perfect Cake” is clearer and more actionable than a vague title like “Baking Tips.”
When it comes to video description optimisation, aim to create detailed descriptions with at least 200 words. Start with a strong opening sentence that includes your primary keyword.
Use the remaining space to provide context about your video, add keyword variations, and include a call to action. Incorporate 5-8 hashtags at the bottom to make your content more discoverable. For example, hashtags like #BakingTips or #EasyRecipes can help your video appear in related searches.
Strategies for Designing Compelling Thumbnails
Your thumbnail design is often the first thing viewers notice, making it a critical factor in improving your video’s click-through rate (CTR). Thumbnails should be visually appealing, use bold text, and include high-contrast colours to stand out in search results.
Place a key visual element, like a smiling face or a clear shot of the subject, on one side and overlay bold, easy-to-read text on the other. For inspiration, sort high-performing videos in your niche by popularity and observe their thumbnail styles. Adapt these ideas to match your brand’s aesthetic while ensuring your thumbnail aligns with your video content.
Best Practices for Using Video Tags
Video tags play a crucial role in categorising your content and improving discoverability. Start with your main keyword, followed by related terms and variations. For example, if your video is about “baking chocolate cakes,” tags like “chocolate cake recipe,” “baking tips,” and “easy desserts” can help expand your reach.
Avoid overloading your video with irrelevant tags, as this can confuse the algorithm. Use tools like YouTube Studio to analyse which tags perform best and refine your choices over time.
Using Playlists, Subtitles, and Accessibility
Playlist optimisation groups related videos, increasing watch time and engagement. For instance, a cooking channel could create a playlist titled “Quick and Easy Desserts,” optimising its title and description with keywords like “5-minute dessert recipes” or “simple sweet treats.”
Subtitles and captions not only make your videos accessible to a wider audience but also improve your SEO by providing additional text for search engines to crawl. Upload a transcript or timed subtitles file to YouTube Studio for maximum impact.
Video Engagement with Tags and Thumbnails
Combining effective video tags, compelling thumbnail design, and engaging content ensures higher viewer retention and interaction. These elements directly impact engagement metrics like CTR, watch time, and likes, which YouTube uses to rank your videos. Incorporate calls-to-action (CTAs) in your videos to encourage comments, shares, and subscriptions.
By focusing on video title optimisation, video description optimisation, video tags, and thumbnail design, you can significantly improve your video’s discoverability and appeal. Adding elements like captions and subtitles, playlist optimisation, and calls-to-action will further boost engagement. With these strategies in place, your videos will not only rank higher but also connect more effectively with your audience. Start applying these tips today to take your YouTube channel to the next level!
Ranking Videos on Google
When we started our channel, one of my main goals was to get our videos ranked in Google’s video tab. The Spanish digital marketing sector has limited traffic but tough competition, so traditional SEO wasn’t realistic for us with the resources we had. Instead, focusing on video SEO was the perfect solution. While the video tab doesn’t get as much traffic as the web tab, it has far less competition, making it easier to stand out.
Analytics and Performance Evaluation
To rank your video on Google, start by using Search Console to find the URLs with the most impressions. Turn that content into a YouTube script, embed the video on your site, add a video-rich snippet, and create a video sitemap. Then, keep an eye on your rankings and tweak things as needed. With some patience and consistent effort, your videos can rank in Google’s video tab and, if you are lucky, even in the main web search results.
Other Traffic Sources
SEO is a great starting point for YouTube growth, providing steady traffic from YouTube searches and external platforms like Google. However, there are other traffic sources that can be just as valuable. Key ones include the Explore features, Suggested videos, and the Shorts feed, while secondary sources like channel pages, playlists, and end screens also contribute.
You can even drive traffic through video ads on YouTube via Google Ads. If you want to dive deeper into traffic strategies, we highly recommend exploring the analytics class in our YouTube course. These insights will help you boost views and conversions while growing your channel strategically.
Promotion and Channel Growth
Break your videos into clear segments and follow a logical flow that’s easy for viewers to understand. This is a must for YouTube video optimisation, helping you retain viewers and ensure your message resonates. To grow your target audience, YouTube’s algorithm considers factors like audience growth, subscriber count, and video engagement.
Analysing successful authority channels in your niche can give you insights into effective channel descriptions, channel playlists, and channel page setups. Additionally, focusing on suggestions and search results can significantly boost your visibility and traffic.
To take your channel growth to the next level, leverage social media platforms to promote your content. Share your videos on Instagram, Facebook, Twitter, and TikTok, tailoring your posts to each platform to engage with different audiences. Collaborating with influencers is another powerful way to grow your channel.
By partnering with influencers in your niche, you can tap into their audience, build credibility, and increase your subscriber count. Don’t forget to set clear, measurable goals for your growth, such as reaching a specific number of subscribers or increasing your watch time by a certain percentage. Use these goals to shape your video marketing and video promotion strategies.
Creating high-retention videos is crucial to keep viewers engaged, which improves your ranking on YouTube. Use niche-specific hashtags to make your content discoverable and relevant to your target audience. Additionally, invest in customising your channel’s visuals and improving your channel description to make a great first impression.
Regularly track your subscriber count and analyse trends in your audience growth to refine your strategy. Combining influencer marketing, effective use of social media, and actionable growth goals will give your channel the boost it needs to stand out and thrive.
