YouTube channel and video optimization
What is YouTube SEO?
YouTube SEO is the process of optimizing videos, This is the second article in the free-to-release series on YouTube. If you haven't read the first article, read the link How to promote YouTube in 2021
YouTube users are looking for the right videos for the key queries. The platform algorithms evaluate a large number of parameters, choosing from all the videos the most relevant, that is, suitable. At the same time, videos posted on YouTube are indexed by search robots. Therefore, in order for videos to be better ranked, do not lose sight of the possibilities of SEO-optimization of video.
How YouTube search works
YouTube explains the search algorithm and recommendations very simply.
The better the video and its metadata correspond to the request, the higher it ends up in the list. Also, the role is how often a particular video is transferred from search results.
So yes, keywords matter both in terms of internal optimization and content. It is very important to meet the purpose of the search.
But the most important thing in effective optimization for video is high engagement.
Youtube wants you to keep viewers on their site as long as possible (even if they're not just watching your videos).
The more video views you have, the more ad impressions. And so Google will get a bigger profit, that's the whole logic.
The main metrics of youTube analytics involvement are likes/dislikes, comments, CTR,retention, average time viewing, clicks after the end of the video, clicks on the card of the video and so on.
We conclude that if you can't keep the audience on your channel, then the first places in the search do not shine for you, such a tough truth. Well, enough talk, let's move on to effective steps to subtimize!
Tip 1 - Keyword Analysis for YouTube
Focus on high-frequency keyqueries, if you don't, you simply won't have search traffic.
NOTE – We're not saying we should only create videos for queries.
But unlike the usual search engine optimization under Google, YouTube does not have an official tool for keyword analysis. And many third-party tools just take arbitrary numbers from Google Keyword Planner.
Tip 2 - Use YouTube hints and Google Trends
YouTube hints are similar to hintsin Google and Yandex.
You can use the asterisk before and after the target request, which will work as a wildcard.
Since we don't have an official frequency-checking tool, you can check out a few YouTube tips on Google Trends.
But Google Trends uses "relative popularity" to compare queries. Therefore, these assessments should be taken carefully.
Tip 3 - Appearing in Google search results
YouTube is the second largest search engine. But why forget about the biggest search engine - Google?
According to GetSTAT,in 2017‑the appearance of video blocks in search results increased by 75.75%.
And in 2021‑m, if you use Google, it will not take 2 minutes, so that you do not get the results from the video.
There are several ways to check the amount of traffic you can get from a Google search:
Enter a search query from your list to Google and see if there's a carousel with videos in the issue.
Be sure to pay attention to the length of the video and the headlines, use this knowledge and apply to your videos from thetheme.
Find a video on the topic in Content Explorer
The Exple content from a database of more than a billion pages is looking for those that mention a particular word or phrase.
My favorite feature in this tool is to use operators to narrow down your search.
If you want to find videos that are ranked on Google, look like this:
site:youtube.com inurl:watch title:тема
Tip 4 - Internal Video Page Optimization
Internal optimization of videos on YouTube comes down to 4‑m points:
Each of these items will add insight into what your video is about and will affect the most important thing:clickability (CTR).
After all, there will be no views without clicks.
Create the perfect title and miniature
In March 2018, YouTube launched Beta Studio, a new analytics platform.
To draw attention to the importance of clickability, YouTube encourages authors to increase CTR with a funnel in the video analyzer (for each video).
You can increase the chance that YouTube will show your content in recommendations by increasing clickability and total viewing time.
So, in addition to getting more views, YouTube will start recommending your videos to its audience outside of organic search (through recommendations and sections).
Here are some tips on how, according to YouTube, it is better to create videos that will be searched and clicked on.
1. Use the keyword in the title
Regarding headlines, YouTube advises using the most relevant search queries in the title and description if they match the content and there are not too many.
A study from Briggsby confirms that it is useful to write key words in the title.
2. Headlines should not be longer than 60 characters
YouTube advises making headlines short and most important to write at first.
From a search point of view, this means that the keyword should be written at the beginning of the title. For example:
"SEO Mistakes:Why 91% of Content Doesn't Get Organic Traffic"
If the headlines are short, you won't lose clicks due to abbreviations in searches, recommendations, and sections.
Not all of our video titles are shorter than 60 characters, but I plan to change them over time.
3. Use catchy headlines that are interesting and show favor
If you were going to create a training video on how to tie a tie, a headline with a keyword might look like, "How to tie a tie." But it's not interesting at best.
There are many ways to make it more interesting:
How to tie a tie "Method 007"
How to tie a tie in 11 seconds
A 3‑year old will teach you how to tie a tie
The bottom line is that boring headlines will get lost among competitors.
4. Create a miniature that complements the title
Before you click on the video, you usually first look at the miniature. I think that's the hardest part of the job.
The miniature should describe your video, because users mostly decide to watch the video or not, just by looking at the miniature.
If you don't know what to come up with, try to glean ideas from Google pictures or stock photos. Look for examples when you ask for an example on Adobe Stock.
Write search-optimized descriptions
YouTube saysthat using the right keywords can increase views and viewing times because they help appear in search results.
In the same study from Briggsby, they found that 75% of the videos out of the top 20 results used a broad entry request in the text of the description.
But what are "correct" keywords?
For beginners, we use targeted keywords in the title and description. But we also use other queries that relate to the topic.
Look for similar keywords from competitors
Watch a few top videos on your keywords and read their description.
Note the common keywords they use in the descriptions. Often the authors generally refuse descriptions. In this case, consider that you have a small, but the advantage to bypass them.
Use the keyword analysis tool
I know I said you shouldn't use Google keyword data. But this is about analyzing the niche that you should have already spent by that time.
In fact, YouTube recommends using tools such as Google Trends or Google Keyword Planner to analyze keywords.
Instead of GKP, I use a keyword report on the Explorer site.
You can do the same:
Introduce your keyword into Google search
Copy and paste top sites in The Explorer site
Go to the Organic Keywords report in the sidebar, which shows all the keywords by which this page is ranked.
Then you just have to go through the report and choose the sub-themes and phrases that fit the subject of your video.
But don't use too many keywords. Use as much as you need.
Tags are another way to let YouTube know the topic of your video. They help in ranking in YouTube search and get into recommendations.
YouTube simplifies the use of tags and advises adding keywords and phrases that best describe videos.
Since you've already analyzed keywords and optimized the title and description of the queries you found, everything should be clear here.
You can also use VidI's or TubeBuddy to find out what tags your competitors are tagging.
Tip 5 - Video Optimization
Making a video is 80% of the success. To increase the retention rate and improve the experience of the audience, you need to do more optimization.
1. Subtitles (CC)
Many authors, myself included, believe that YouTube reads subtitles to better understand what is being discussed in the video.
YouTube automatically creates a decryption file and basically recognizes the words correctly. But not always(HFS q Ahrefs).
Your viewers can be around the world and don't always speak your language.
If you wrote the script for the video, then it will be easy to do.
On the video page, choose a video you want to edit. Select the "Subtitles/CC"tab.
If you often deviate from the script, you should use the "Synchronize Text" feature.
Now you just need to insert the script text and check that everything written coincides with what is said in the video.
Once the file is downloaded, YouTube syncs the text with your voice. Just in case, I advise you to review the video again and make sure that everything is done correctly.
Hints are interactive elements that allow viewers to do one of five things:
See another video or playlist
Find a new channel
Donate to a non-profit organization
Take part in the survey
Open the external link
Choose the type of hint you want to use > select the right option (video or playlist) > select the timecode where the hints should work.
When the viewer reaches a certain time, the video title will be released as a sentence. When a user clicks on an icon with information, they can watch the video themselves.
3. End screensavers
The screensavers are like clues. Their goal is to keep the viewer on the platform.
On our channel, we have put a subscription button and recommended videos, which the viewer should watch further.
This will help you attract more subscribers and help viewers watch more of your content.
NOTE – The end screensaver should be made in advance during the installation. On our end-end screensaver, the circle with the subscription block and the "next video" block are empty. When you add items for the final screensaver, they will fill that place. A subscription circle should have sizes of 196 x 196 pixels, and a square with a video or playlist should be 410 x 230 pixels. You can download a free template
In the next articles we will tell you how to publish the video correctly, at what time and how to get a large number of views in the first 48 hours. Add our website to bookmarks and keep an eye on updates.