Start with basic video SEO
The next step of making your videos work for you is optimizing them for search.Your primary goal is to get a video to rank in the results of YouTube searches, but it’ll have an added benefit of ranking in Google results as well:
Videos often show up in Google results, and it can drive a decent number of views to your video.
I wouldn’t rely on showing up in Google because videos don’t show up in all searches. However, it can be a nice boost to your views, and you can maximize your chance of showing up in searches by targeting phrases with the following keywords in them:
- tutorial
- review
- test
- what is ____
- video
- explanation
- how to ____
- walkthrough
Part #1 – Your video information: The first thing YouTube looks for is whether your video is relevant to a search.
It’s a fairly simple search engine; it looks for keywords in three areas of your video:
- the title
- the description
- the tags
You don’t need to—and shouldn’t—keyword-stuff.
Include your keyword once in the title, once or twice in your description, and in the tags if it makes sense.
Here’s an example of the description from Brian Dean’s “advanced SEO” YouTube video that he ranks highly for:
He mentions the keyword at the very start and the very end of it.
But notice there’s a lot more to the description than just the keyword.
YouTube doesn’t have much to work with when it comes to ranking videos. The title is only a sentence long, and tags can’t be weighed too heavily because they contain limited information.
This makes the description the main source of additional information for YouTube’s algorithm.
By including a detailed description of the video, you’ll naturally include related terms the algorithm can use to understand the topic of your video. This will make it easier to rank for relevant terms.
Part #2 – User engagement and feedback: Not surprisingly, YouTube’s algorithm has taken an approach to ranking videos that’s similar to Google’s approach.
Instead of just using the basic information an uploader provided with a video, it also looks at how users interact with your video.
The simple concept behind it is that if users are indicating they really like your video, it’s probably a good one to show to more people. Naturally, the algorithm ranks it higher.
So, what does it look at?
There are a few major areas of user feedback YouTube can consider when evaluating a video.
The first is how much of the video most viewers are watching.
If they all drop off after the first 10 seconds, that’s a bad sign. But if 50%- 60% of your viewers watch the whole video, that’s fantastic.
You can check this in your account’s statistics, where you’ll see a graph similar to the one above.
Where else can YouTube get feedback from?
- Overall views – From YouTube’s perspective, if a video is getting a lot of views without its help in the search rankings, it must be good. More views typically lead to better rankings (as long as the audience retention is good).
- Rating (thumbs up and down) – Users can also rate a video by giving it a thumbs up or thumbs down. The higher this ratio is, the better.
- Views to subscribers – If a video is really good, a lot of people who view it will click the “Subscribe” button underneath. Similarly, no one will subscribe after watching a bad video.
- Views to favorites or social shares – Just like with subscribing, people will also share a video only if they like it.
- Comments – If a video is inspiring a lot of comments, it may be good. YouTube can’t put much weight on the comment count since comments could be negative too.
The biggest thing you can do to optimize these engagement factors is to make high quality videos (as discussed above).
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