YouTube Video SEO Why Do You Need It?

YouTube is more than a social network; it is the second largest search engine after Google – as well as also being owned by Google, the worlds largest search engine. YouTube had an amazing year in 2020 with the pandemic and lockdowns forcing people to use video to replace face to face communication, in-person events and activities. In Australia, YouTube is one of the most visited sites with 87% usage. As of May 2021, there are 16,500,000 Unique Australian Visitors per month (UAVs) on YouTube.

With that number in mind, many people are relying on YouTube to search for information or entertainment. This reason alone, is why SEO is just as important for your YouTube channel as a business owner, as it is for your website.

What is YouTube SEO?

YouTube SEO involves optimising your YouTube videos and channel to rank higher on YouTube. In terms of metrics like follower count, brand awareness, website traffic and revenue, optimising for YouTube can make a massive difference to your following. If you are still not sure whether you need to include this in your marketing efforts. Here are some reasons you should consider YouTube SEO.

Video Engagement Metrics

YouTube SEO can affect views, subscribers, likes, and video comments. Videos that are optimised will be visible for relevant keywords on YouTube. An ideal Click-Through Rate or CTR is between 2-10% and depends on:

• Thumbnail
• Title
• The first line of the description
• Relevancy of the content to the viewer

Viewing time on average

The higher your CTR (click through rate), the better because this shows that your keywords are effective. Once viewers click on your video to watch, the duration of the view can help you understand what the viewer was expecting or what you need to stop doing if they keep dropping of at a certain point. When your average view time is low, it may show a mismatch between what you promise and what you deliver.

Keeping people on your channel for long periods of time increases your channel watch time, which tells Google that you have really good content…which helps you rank higher in search!

Create a playlist of high-performing videos

Another way to keep your audience engaged is to take advantage of your playlists. Check which videos have the highest overall watch time and compile them into a playlist. Great playlists can keep viewers watching your videos for longer, as they encourage them to watch more videos. If your playlists are underperforming, try rearranging them. Choose the videos in a playlist that have the longest average view time, and move them to the top.

Create playlists on particular topics or ideas. For us here at Marketing Leap we have developed playlists for SEO, Branding, Social Media Management and so much more. Another benefit of playlists is that if you use the correct keywords in the titles, your entire playlist can rank in search for those
keywords. This is a great way to increase your channel optimisation.

Utilise your card and end screen

You can see how viewers interact with interactive elements if you add them to your videos. YouTube cards are the solution for driving actionable results from your video content. They let you add more visual components with different objectives to your YouTube videos instead of just annotations, making your videos more interactive.

The cards can appear at any point in your video, and can include images, outside links, and even content that’s downloaded when viewers click.
You can add five different types of YouTube cards to your videos:

1. Video or playlist: Promote your video content.
2. Channel: Promote another channel.
3. Donation: Feature a nonprofit or cause of your choice and encourage donations.
4. Poll: Encourage viewers to engage in a multiple-choice poll.
5. Link: Link to an approved website off of YouTube.

You can add up to five cards in one video. Examine the effectiveness of your cards in terms of their type, timing, placement, and duration. Analyse what works best, and then change your strategy to maximise clicks.

End screens can be added to the last 5–20 seconds of a video. You can use them to promote other videos, encourage viewers to subscribe, and more. Again like cards you are only able to link to sites off of YouTube if you meet YouTube’s requirements of more than 4,000 hours of watch time, 1,000 subscribers, your website is verified and YouTube has approved you for monetisation. If you don’t meet these requirements yet, you can use End Screens to link to other playlists and videos on your channel.

YouTube SEO Generates New Content Ideas

Identifying trending topics can help you decide which topics to create to attract more views by analysing the keywords related to your niche. Since YouTube is a search engine run by an algorithm, it’s important to find out what search terms or keywords your audience uses to find information.

• What are the top 3 books on this subject or Niche?
• What are the top 3 YouTube channels to watch on this subject or Niche?
• If you were to search for help with this on Google/YouTube, what would you type in search?

For basics, utilising the search bar on YouTube can help you come up with ideas that you can use for potential video content. It allows users to examine based on the terms that are typically most searched on the network. Here are a few tools you can use for common search terms:

Google Trends is one tool you can use to learn the common search term your target audience uses when looking for something on the internet.

 

 

 

Answer the Public is another website worth checking out. They use autocomplete data from search engines to quickly generate helpful phrases and questions people are asking about your keyword.

Although these tools don’t provide search volume, it’s still a valuable tool for a digital marketer.

You may also do competitors’ research and use them as a benchmark. You can do this by visiting channels that are experts in your niche. A YouTube channel that has a good audience and many views probably use good SEO practices and know how to use keywords. Look at what terms they use in their most popular videos.

YouTube SEO Can Boost Brand Awareness

As YouTube and Google display optimised videos in their search results, your brand and video will be more visible. Putting yourself out there will enable you to reach a larger audience and increase brand recognition. A well-optimised YouTube profile is crucial to a successful YouTube strategy. Here are a few factors to optimise your YouTube channel:

1. Include a keyword in your video title and description.
2. Don’t forget to fill out the “About” section in your channel, since this also shows on search results.
3. Maximise your video watch time by focusing on the first 15 seconds to hook your viewers.
4. Make sure that you say your keywords on the video. It’s also as important as written keywords.
5. Embedding “like” and “subscribe” buttons or asking for them to comment increases your interaction with your viewers.
6. Create a customised thumbnail to help your viewers get a gist of the video.
7. Avoid publishing shorter videos. Create at least a 10-minute video that is rich in valuable and easy to digest information.
8. Playlists also allow you to introduce more detailed concepts without being confined to a fixed length with individual videos.
9. Add context and SEO value with video cards and end screens.
10. Subtitles are another way to enhance your content’s visibility by incorporating relevant keywords.

Now that you know how can you optimise your channel and videos, let’s talk about how YouTube can help your business boost its brand awareness.

Share your testimonials or endorsements

A video tells a story much more quickly than words. Through platforms like YouTube, businesses can share how they appreciate their employees and customers, as well as actions, are taken to show their appreciation. In addition, it can display testimonials and endorsements as proof of credibility. People support and buy from brands that they trust.

Genuinely share your knowledge with your viewers

The purpose of YouTube is to connect people, not brands. Take this into consideration when planning your video strategy. You can also ask your audience to contribute content to your brand, like compiling their frequently asked questions in your comment section.

Take advantage of user-generated content

Make videos about how your actual customers are using your products or services. Compared to polished corporate content, user-generated content is much more credible and authentic. Engage with your followers to create advocates and ambassadors for your brand on YouTube.

Business Growth with YouTube: Online Marketing Course

If video seems all to daunting, and setting up a YouTube Channel is beyond your understanding. I have created an online YouTube course, based on the years of face to face workshops I’ve run. Through this online course, you will learn exactly how to set up your channel the right way. How to create a video script that converts and entertains, as well as the basics of using B-roll and cut aways to keep your audience engaged. Learn how to plan your YouTube marketing strategy and start growing and making money on YouTube.

Understanding how to use YouTube as part of your marketing strategy to grow your business is essential. If you would like to learn how to set your YouTube channel up correctly, to start growing your audience, and your business, click here to learn more. It will put you streaks ahead of your competition when it comes to growing your business.

Whether you have any questions or simply want to chat, drop a comment below! We offer a full range of done for you realistic, practical marketing solutions for your business that deliver results and hit the spot with your customers. You can check out what we do here.

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