Videos can make a significant difference in any marketing campaign. YouTube is the largest online platform for video globally, so it should be your first concern when developing this type of content.
Creating your videos and posting them isn’t enough to produce results. If you want your videos to be successful, you need to optimize them to show up for related searches. Doing this will significantly increase the traffic that they receive and their worth.
The tactics that can be used to optimize your videos can be described as YouTube SEO. In this guide, you’re going to learn a set of these tactics. In the end, you’ll find an audit template that you can use to confirm that your past and future videos have reached their full potential.
First, you need to understand what ranking factors affect YouTube videos.
What Ranking Factors Affect YouTube SEO?
Youtube videos are affected by three ranking factors in particular. The factors are production quality, keywords, and viewer metrics.
- Production quality is a measure of how appealing your video is to view. It’s not an exact measurement, but there’s nearly always room for improvement.
- Keywords are the terms that you use to describe your video in the titles and other areas. Both YouTube and search engines use these terms to sort your videos and deliver them to searchers.
- Viewer metrics are the playback statistics that are used by YouTube to determine the popularity of your content. The metrics may be used to either promote or downgrade your content.
Now, let’s look at some tactics you can apply to optimize each of these factors.
Optimizing YouTube Ranking Factors
To optimize production quality, you need to make sure that your video is “watchable” in whatever way that you can. If your video is painful to watch for any reason, the rest of your optimization efforts don’t really matter.
Several problems can annoy your audience, including:
- An amateur look
- Shaking cameras
- Poor sound
If you can tell that your production quality is not up to standard, the following tactics may help you produce videos that are more pleasant for others to watch:
- Hire a professional editor or videographer to handle the production
- Improve the equipment you’re using, such as microphones
- Review other videos in your niche and try to absorb style tips
Keywords are an essential part of any SEO, and YouTube is no different. You need to apply keywords to ensure that the videos you create can be found by looking for that kind of content.
Naturally, videos aren’t based around the written word. That makes it more important that you take advantage of every other opportunity you have to describe your videos in the space that Youtube gives you.
The first tactic to apply here is: perform some keyword research.
You need to verify that any terms you use are the same as those used by searchers. If you don’t have the resources to research your own, you can watch what terms are being used by the videos you’d like to beat.
When you have keywords, they should be used in all of the following places:
- Title for the video
- The video itself (so that they appear in closed captions)
When key terms are used in all of these places, YouTube can clearly tell how your video should be categorized. This will enable it to show up for more searches and the right ones.
Viewer metrics can be optimized, and you must do so. You want to achieve as much engagement as possible. For channels, YouTube keeps track of all of the following:
- amount of subscribers (including the number who subscribe after viewing)
- amount of comments
- number of times a video is shared
- The CTR (Click-through-rate)
- Whether the video is given a thumbs up or down by viewers
It also tracks the following for each video.
- The average view duration of all videos
- How likely viewers are to stay until the end of the video (audience retention)
- Top videos or channels by the amount of time they’re watched
Boosting any of these factors can be difficult, but they’re all tied together with the quality of the videos you create. If you want to boost engagement, you need to make sure that your videos are interesting and filled with good information.
You can see all of these metrics for yourself from within YouTube studios. Make sure you review the metrics for each of your videos and determine whether you’re doing well or need to do some work to improve.
YouTube SEO Audit Template
Now you have some tactics that you can use to improve your YouTube SEO. How well do your past videos measure up? You can determine that with an audit. A template for an audit has been provided for you below.
The audit’s purpose is to verify that you haven’t missed any opportunities to optimize your videos. Performing an audit for your YouTube videos is as simple as following the checklist below.
YouTube SEO Audit Checklist
- Are the terms I’m using based on sufficient keyword research?
- Included my keywords in the title, description, and tags?
- Is my video clear of serious sound/video problems?
- Are my viewers leaving at a particular scene I could change or remove?
- Promoted my videos enough to expect results?
Famoid Blog – 2020