Optimising your YouTube videos is crucial if you want to boost your rankings and audience on the channel. Recent YouTube statistics show us that more and more viewers are discovering content by search and video consumption is at an all-time high. Evidence shows 3 in 4 adults report watching YouTube at home on their mobile device. By learning the basics of video SEO you will make your videos on YouTube more visible and expand your channel’s reach and engagement. With YouTube being so popular right now, businesses can’t afford to exclude it from their digital marketing plan. There are similarities when it comes to traditional SEO and video SEO. You still need to choose the right keywords for your content and research current trends and your competition so your video content is up to date and fully optimised. Our blog explores the best practices for optimising your video content and details exactly how you can increase your engagement on YouTube.
Conduct Keyword Research On YouTube
To find out the most popular searches on YouTube, simply type a keyword for your brand or business into the search bar and it will display a slew of keywords that recent viewers have searched around that key phrase. Doing this doesn’t mean you have to copy keywords already out there but can show you opportunities and potential topics that you can use. For example, if you manage a fashion brand searching for tie-dye jumpers by typing into the YouTube search bar you can see additional terms like “DIY” and “Sweaters” pop up alongside your original keyword. This can narrow down the niche of your video but also go beyond just the term “tie-dye jumper”.
Another place to conduct video SEO keyword research is through Google. As YouTube videos rank in Google results just as web pages do, therefore if you have optimised your video listings, you increase the chance it will pop up in Google search results as well. You can conduct keyword research by using Google’s Keyword Planner too, this can display real-world search terms that people are actually looking for. The purpose of doing keyword research is to brainstorm ideas and find out what viewers want right now. By adding keywords to your YouTube content it will boost your rankings and hopefully place you above your competitors.
Optimise Your Videos On YouTube
After you have researched the best keywords to suit your products or service, you then need to integrate them into your content. Brands need to optimise their YouTube videos in ways that will encourage clicks, views and engagement but will also tick the boxes of SEO behind the scenes. Optimising your video titles, descriptions, tags and thumbnails will improve your chances of boosting your video rankings.
A title can make or break a video, we recommend keeping your video titles toa maximum of 75 characters. Write your headline/title in a way that grabs the attention of your audience, this can be done by making the title a question or starting the video title with “How-To”. Also within the titles include the keywords you have researched and decided on to use.
A video description is very important when it comes to YouTube SEO. In this section, you have 5,000 characters to use, you should include a summary of what the video entails which integrates your primary keywords, also links to other relevant videos on your channel. One of the best things to include in your video description is timestamps on what is happening throughout the video, this is great for engagement as it keeps viewers from bouncing off the video and allowing them to select the relevant parts they are looking for. This can simply be done, for example, 00:54 – demonstrating how to style the jumper in different ways. You would do this throughout the video highlighting key parts. You should always include your website URL here to funnel traffic through to your website or landing pages. It’s good practice to include your social channels URLs too.
Tags work in the background of your YouTube SEO set up as your audience won’t be able to see the tags you have used. Tagging your video with descriptive terms helps YouTube recommend relevant content to users on the channel. Best practice for YouTube tagging is to have around 5-10 tags per video.
First impressions matter, when it comes to videos, usually the first impression is your thumbnail. Thumbnails aren’t part of video SEO however they are crucial in grabbing the attention of viewers on YouTube and getting your videos more clicks. Evidence shows that 90% of YouTube’s best performing videos have custom thumbnails. Best practice for your YouTube thumbnails is to use striking colours, bold text and a call to action. Thumbnails are an important factor in establishing your brand’s identity on the channel, that’s why it is essential to keep your thumbnails consistent with each other on your channel as it means viewers will be able to identify your videos from the competition.
If you are thinking of changing your thumbnails you can perform an A/B test, this involves testing two types of thumbnails to see which gets more engagement and traffic. Read our recent blog, on why you must include A/B testing in your social media strategy.
Increase In-Video Engagement On YouTube
When viewers are watching your videos you can get them to take an action, for example, you can add into the start or end of your video an in-video prompt to like the video or comment their thoughts or questions in the comment section below. Also with YouTube, you have the option to add a subscribe button throughout the video, it sits at the bottom corner. This gives people the prompt throughout the video to subscribe to your channel, as people are more likely to subscribe if they are enjoying the video they are watching. Best Practice on YouTube shows the best way to increase engagement is adding an end screen to your videos, prompting viewers to watch another video on your channel or subscribing to your channel.
Promote Your YouTube Content
The best way to promote your YouTube content is by sharing it on other channels; this can be social media, email campaigns and your website. By promoting your YouTube content on social channels it can reach a wider audience. The easiest way to share your YouTube video to social media is by using the share button underneath the video, as you click “share” then click on what social media network you want, it will pop up then you can hit “publish.”
Analysing Your YouTube Content
The last part of your YouTube video SEO is tracking and analysing your results. You can access the analytics of your video content through YouTube. The YouTube analytics dashboard will show you which keywords you are ranking for, which videos are performing best and which videos are getting the most traffic. The default setting gives you data over 28 days however you can change the data range how you wish.
One area to check on your analytics is video watch time as this will demonstrate how engaged the viewers are with the content and if they watch over 75% of the video or click off within seconds. By checking your YouTube analytics it can show if the optimisation you have completed on your videos has worked and if your efforts are having an impact on the number of views, subscribers and visits to your website.
Video is now an essential part of every successful brand’s marketing strategy, most marketing professionals name video in helping increase their ROI. Therefore YouTube is so important for business success however just having a channel isn’t enough, you need to optimise your video content to stay ahead of the competition and get your videos in front of your target audience.
If you are struggling with your YouTube channel or haven’t even created one yet but want some marketing expertise please get in contact with us today. We have partnered with a wide variety of clients in different industries optimising their video SEO on YouTube by doing this, growing their engagement on the channel and putting them ahead of their competition.
If you need support or advice with your digital strategy, Jam Digital can help. Partnering with Jam can offer your business the opportunity to optimise your time and budget through our team of experts, focussing on generating the best results for your business.
For more information and advice on Digital Marketing contact Jam Digital Marketing today on 0330 094 7323, email: firstname.lastname@example.org.