Video SEO (or YouTube SEO) means helping videos rank higher on YouTube and on Google. YouTube is the second largest search engine in the world, and many videos can also rank on Google, so Video SEO is important for anyone who wants to get their visual content seen. If you produce videos, it should be a key component of your SEO strategy.
Notice the videos ranking on the first page. ‘Tutorial’, ‘Review’, and ‘How-to’ searches on Google often return YouTube content.
Visual content can help users find your brand and convince them to buy. According to the Content Marketing Institute, “Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.”
According to the Local Search Association, 53% of viewers of a video proceeded to contact the business after seeing it. In fact, 71% of marketers agree that videos outperform other marketing content in terms of conversion rates.
However, your films are only valuable to your business if they get seen. That’s where YouTube SEO comes in.
YouTube SEO is a complex and increasingly important field, but there are a few best practices that can get you started. These tips won’t let you blow past your competitors in Google, but they will give you a foundation. If you’re serious about getting your videos seen, though, consider investing in a top-tier agency like Colorado SEO Pros to perform video SEO services for you.
Video SEO is first and foremost about creating great content. If your content is mediocre, Google and YouTube won’t even rank it, because audience engagement is a huge ranking factor. And even if they get traffic, they won’t convert or get shared.
With that said, here are the four key elements to making sure your content ranks:
To start, pick a topic that your audience wants to know more about. If you’re a pizza delivery service, you could produce a video on what sides and drinks go well with pizza. If you’re a computer repair service, you could produce a film showing people how to make simple repairs.
Make sure to produce content that your audience will want to watch and share. One way to test this is to look at the traffic for keywords around your topic. If there’s a lot of traffic for (for instance), “iPhone screen repair tutorial,” then that means content on that topic would probably resonate with your audience. At Colorado SEO Pros, advanced keyword research to help you find the best topics to create content around is one of our specialties.
Once you have your topic, make sure to produce something top-notch. It doesn’t have to look like a Hollywood production, but it should be professional and should engage your audience.
This is why making your YouTube content high-quality is so important….because audience engagement is the single biggest ranking factor.
If your audiences watches most of your YouTube film (rather than leaving after a few seconds), that sends a strong signal to Google and YouTube that your content is valuable to their users. The same is true if your video gets a lot of shares, Thumbs Ups, and comments; and also if people subscribe to your channel after watching your content.
How can you boost audience engagement? Make sure your film pulls people in and interests them from the start, so they keep watching; and then make sure they feel like the time they spent watching was worth it, so they share it with their friends and coworkers.
YouTube and Google can’t watch your videos, so they rely on your description and title to know what your video is about. That way, they can serve the most relevant video to their users for any given search query.
Because of this, it’s important to make sure that your title uses your keyword. If you’re making a “how-to” or tutorial video, using these words in the title can also help boost your rankings.
Your description needs to be at least 250 words to be fully optimized. That gives Google plenty of text to analyze to determine what your video is about. Make sure to use your target keyword a few times in your description.
This element of video SEO is a lot like on-page SEO. An expert SEO agency can help you craft titles and descriptions that both resonate with your audience, and also tell Google why you should rank highly.
Your video thumbnail is one of the first things your audience will see, and this will often determine whether or not they click on your video.
Look at those two video thumbnails. You know you want to click on them.
Click-through rate is a ranking factor in Google; so the more people click on your video, the higher it will rank, because clicks tell Google that your video fits what their users are looking for. Because people are visual, a great thumbnail can help you get more clicks and therefore higher rankings.
Videos are a powerful content form that can help you build a name for your brand, explain and showcase your product, and offer free information. They offer all the benefits of a blog, but they convert even better and tend to be more shareable.
Companies like Dollar Shave Club have used video marketing to dramatically grow their business; one of their videos brought in 12,000 orders within its first 48 hours.
However, just creating great videos isn’t enough. The best practices above can help you drive some traffic to your site, but if your competitors know what they’re doing, they may already be using these tips. If you really want to get ahead and get more traffic to your videos, don’t just DIY it–consider hiring an expert SEO agency to help with video SEO and make sure your great videos get the visibility you deserve.