YouTube is second only to Google in the world of search engines, with over 2.7 billion global users and 122 million people watching content daily. But how do you make sure your YouTube video content gets the recognition it deserves? The answer is probably YouTube SEO.
Today, we’ll give you the low-down on why YouTube SEO is important and how it works, what the craic is with the YouTube algorithm, and six steps to get your videos ranking up there with the best of them.
Skip to
- The fundamentals of SEO
- How SEO applies to YouTube
- How does the YouTube algorithm work?
- A step-by-step guide to ranking on YouTube and Google
- A best-practice guide for YouTube SEO
- The benefits of outsourcing your social media requirements
- A summary
The fundamentals of SEO
Let’s start with the very basics of SEO, or search engine optimisation if you want its full and proper title.
Essentially, SEO is how you boost a website’s visibility and help web pages climb search engine rankings. This is done organically with an emphasis on quality content, rather than paid ads where you can effectively “pay to play” for highly ranked pages.
Effective SEO includes five key steps:
- Having a website that performs properly and is easy to navigate.
- Writing content that’s genuinely useful to your customers.
- Adding relevant keywords that people are searching for.
- Building backlinks from other websites to earn authority and trust.
- Helping search engines find and index your content with technical SEO practices.
How SEO applies to YouTube
For content creators, YouTube SEO is the process of optimising your videos, so that they rank higher, and more people watch them. Doing so benefits you and YouTube as you both get more exposure and users, which is why YouTube SEO is important to get right.
To truly understand how to carry out effective YouTube SEO, however, you need to understand how the YouTube algorithm works.
How does the YouTube algorithm work?
The YouTube algorithm is interested in the same kind of data that Google is, but its focus is on the videos you upload rather than the website content you write.
Specifically, YouTube SEO is geared towards video titles, descriptions, tags, and metadata. Video thumbnails, how many views videos get, and how often/long people watch them are also crucial because YouTube wants people to spend as much time on their platform as possible.
This means that if your content ticks all the boxes from the above perspective, you’ll rank higher and get more views.
As well as ranking on YouTube, your content can help you rank on Google and other search engines, with videos now appearing in Google’s video and image search results, the main search tab, and more.
But how do you get your YouTube videos ranking on both search engines?
A step-by-step guide to ranking on YouTube and Google
1. Carry out keyword research
Keywords are the terms and phrases people use to find content online. So, if you have relevant keywords for your YouTube videos, you’re more likely to attract more viewers.
Keywords are split into three categories, and you can get inspiration for your vids by searching on YouTube and seeing what’s popular. You can also use SEO tools like the Keyword Overview tool from SEMRush, which provides popular topics on Google and YouTube.
What are primary, secondary, and long-tail keywords?
Primary keywords are the high-volume, highly competitive terms that lots of businesses and individuals are trying to rank for. These are followed closely by secondary keywords, which have lower search volumes and less competition, making them (usually) easier to rank for.
Finally, there are long-tail keywords. These are generally more niche and linked to your primary and secondary keywords, and instead of a word or two, they’ll be short paragraphs or sentences.
Having a combination of these three keyword groups will help people find your YouTube videos and give your channel a boost.
It’s also key to understand that while adding keywords is important, only ever add them naturally. YouTube and Google have complex algorithms that understand semantics, so overstuffing these terms will hinder your chances of higher rankings.
2. Implement your keywords
With your keywords in hand, now it’s time to add them to your videos.
To keep things sounding natural, you should use primary and secondary keywords for your video title and metadata and go for long-tail terms in your description. You can also add subtitles, scripts, chapters, and closed captions that include key terms and phrases, as well as hashtags, that help categorise your videos so relevant viewers can find them.
Oh, and adding keywords to the video file you upload won’t hurt your chances of higher rankings.
3. Add an enticing thumbnail
Upload a custom thumbnail image for your video, which is the image that shows up in search results. Make sure your thumbnail image is relevant to your video, is a high-quality file, and is attractive to the eye, so people are more likely to give it a click.
If possible, you should also think about including faces and close-up images as thumbnails, which are more likely to be clicked.
4. Include cards and end screens
A YouTube end screen is an image displayed after your video that links to your other content. This is a great way to sustain interest from viewers and boost the other videos on your channel.
Then, you’ve got YouTube cards, which are clickable links in your video that link to relevant content, usually on your YouTube channel.
Attractive, relevant cards and end screens can increase the likelihood of people viewing your other videos, so use them wisely.
5. Use YouTube categories
A great way for YouTube to catalogue your content is through its categories, which you can select before you upload your video.
Making sure your content is in the right YouTube categories makes it easier to find and you’re also clearly telling YouTube what your video is about, so they can include it in relevant searches.
6. Add timestamps to your videos
Adding timestamps may help you rank highly in Google, as the search engine now includes timestamped content in their “key moments” search results section. So, if you manage to hit a term or phrase that users are searching for, Google will use your timestamp and direct users to that specific part of your video.
Five best practices for YouTube SEO
Now we’ve covered why YouTube SEO is important, let’s dive in with five quick-fire tips for YouTube SEO.
1. Experiment with video length
There’s no one-size-fits-all for video length, so play around and see what gets the best results.
2. Embed your videos
If you have a blog or website, embed your YouTube content for maximised organic results. This is a win/win because you can increase views on your YouTube channel and your website or blog at the same time.
3. Create YouTube playlists
If you have lots of videos on your channel, it can be difficult for people to navigate and find content that suits them. Having playlists that are grouped together helps YouTube and your viewers understand what your channel is and what it’s all about.
4. Rank more than once
With websites, if you rank for the same term on Google, your content can be cannibalised and penalised. This isn’t the case with YouTube, so you can have multiple videos ranking for the same term without any issue.
5. Pin your own video comment
A pinned YouTube comment is generally from a viewer, but there’s no shame in pinning your own. If your video has lots of comments, for example, ask a question that engages your audience to generate replies and additional interest in your content.
The benefits of outsourcing your social media requirements
Social media can affect your SEO indirectly and directly, but only if you do it right. By outsourcing your social media work, you gain access to seasoned professionals with experience and knowledge in abundance.
You’ll also gain access to the best technologies and tools without paying for them yourself, as well as detailed analytics and updates regarding your posts. Armed with this kind of data, your business can achieve the best results and scale, all while you focus on the running of your organisation.
As if this wasn’t enough, social media experts understand how to reach more customers, so you don’t have to come up with your own content pillars or ideas to spread the word about your brand.
You’ll also save time and money, and who wouldn’t want that?
Find out more about SEO and social media
YouTube and Google are a match made in heaven when it comes to SEO, and you can boost your YouTube video content with the correct SEO practices in place. This helps increase your profile as a business or individual and reach more customers.
To learn more about where social media and SEO collide, give us a ‘buzz’ on 01904 373 069 or email beefoundonline@webhummel.co.uk.
