How to do SEO on YouTube
In this post I will explain some important keys when you want to work positioning videos on YouTube.
This social network is in a brutal growth, statistics tell us that every minute they upload more than 400 hours of video and the numbers do not stop rising.
For this reason, it is important to know the impact of YouTube in our sector, what it can contribute to our projects and, above all, how we can work with this social network.
The tips of this post are specifically aimed at this last part, how to position and optimize our videos on YouTube to improve the main metrics and get a return of such content.
Understanding the searches of our public
As in any other type of strategy, the start should be placed in the target audience we intend to reach.
We need to know how our potential consumers are going to search.
For this, we have to work on the famous "Keyword Research" or keyword searches, which are so important in SEO for Google.
But be careful, when we search for a video we do not use the same words as when we search for other types of information, therefore, the Keyword Research must be adapted to this type of requests.
If we have this clear, we will work with an example so that we can see graphically how to find and build effective keywords for YouTube.
Keyword research example for YouTube
Suppose we work on a video strategy to position on YouTube for an agency in our city but offering online services, so it is aimed at a public resident in Spain and with a variable age that we put part in the 25 years.
Working terms such as: "online management", "management for online procedures", "online work advice" ... would be a mistake. These searches are focused on Google.
When dealing with YouTube, you have to think about video content that can solve problems, for example:
"How to make the 2016 income statement" "How to file quarterly taxes" "How to register in the hacienda portal"
These are terms that request information that we can explain and solve through a video.
Extrapolating this previous example to any sector
In the first place, we will detect what content the public is looking for related to our sector and later, how are they looking for it.
If you are looking for information on how to do something, obviously your request is built with the term "how" + concrete action: "How to make the income statement" Sometimes the ones you are looking for is a valuation of a product: "Opinion / review accounting software 2017" Very similar to the first option, you also look for keywords oriented to learn: "learn accounting"
To know the most demanded keywords we can use different programs and utilities:
As in the search box of Google, YouTube offers a search prediction as we write. It shows us a few results that may interest us.
These predictions are based on the popular searches of other users which gives us an idea of the importance they have and their power.
Answer the public
This free tool allows us to generate a large volume of keywords related to a term that we give you.
Its great value in keyword research on YouTube, is the generation of new words focused on questions.
This is an extension for Chrome that will allow us to see and copy the tags of the videos of our competition as well as suggest new ones to add to our videos.
This is important because it details the keywords that our competitors are trying to position and we can see if they can be incorporated into our strategy.
The quality in the video as a basis
Having done the previous study, it is necessary to understand that users on YouTube are equal or more demanding than on other content platforms. You need to provide exactly what they need, in the correct format, with the precise speed and respecting an aesthetic minimum.
This may have been a little exaggerated, but in general terms YouTube works like this, in fact, it rewards improving the positioning of those videos that give signals of higher quality. Let's see what those signs are: Play time
The duration of the videos seems to be one of the main dilemmas when working optimization on YouTube. The viewing time is one of the most important factors, we can define it as the time a user sees your content.
Most of the visualizations are not complete, we usually visualize the videos partially, advancing or closing before finalizing the content.
Obviously if a video catches us or we love it, we will pay more attention and the percentage of the video will be very high.
What I want to say with all this, we must choose a duration of our videos that is appropriate to the times that our audience handles and that allows to obtain the highest percentage of possible viewing.
Another important factor in a video is the retention capacity you have with your audience.
The indications from YouTube are clear, the first 15 seconds of our videos are key and the retention in them must be maximum. This will affect the positioning of the video.
Another factor to consider is the interaction with the public. On YouTube there are several ways to exchange actions and encourage movement in videos.
Comments, likes and shares are the life of the video. We must try to promote it and for them it is important that we work a series of actions in the videos:
Ask questions and raise problems during the video to encourage discussion and comments. If you are going to request some action, be clear and use buttons and simple and visible accesses. Respond to comments and encourage dialogue, do not limit yourself to saying thanks. Ask to be shared on social networks.
How to optimize a video for YouTube
There are a series of fields that we must complete correctly to make it easier for users to find our content and for the YouTube robot to understand our theme and purpose.
It is the most important space both for positioning and for the user. It is the phrase that will represent the content of your video.
We have to do a good work of synthesis for its writing but, above all, we must include the selected keyword in it and try to make it as attractive as possible for the user, so that the CTR increases. Description
Another of the spaces that YouTube allows us to complete. Obviously his name tells us that we must describe the content of the video and we will do that.
Use a text of at least 350 words, including, if possible, the keyword and related terms. Always with naturalness and not giving clear signs of over-optimization.
In this text it is interesting to add a direct access to the channel and other related own videos.
Unlike the meta-tags for Google, on YouTube the tags still have use. They are necessary for the platform to relate videos and determine topics.
This does not mean that we should include hundreds of labels with minimal variations or different themes. Use the necessary labels, give it the natural use for which it is intended, but enter at least one label with your keyword. Audio content of the video
YouTube is able to transcribe the content of our video. His success is really good and he manages to capture the words that are reproduced in the audio.
And why is this important? If YouTube can understand us, we are going to say key words and expressions in our videos, we are optimizing from the same audio.
Increase of the CTR
Finally, one of the most depreciating actions is the power to hook the user for the first impression.
Getting our audience to click on our video and not on another is a difficult mission and for this we must work on the following:
The title: we have already mentioned it above, but the title with a hook is fundamental to catch the user's click. Featured image of the video or personalized Thumbnail: A common failure is to let YouTube determine a video frame as a prominent image of it. Use an image with large and striking text that impacts the user. Finally, emphasize the first two lines of the video description because they are the extract that will be shown in the search results.
And here ends a small approach to the positioning of videos on YouTube.