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YouTube is the second largest search engine platform in the world. More and more companies and creators are also using this video platform with formats such as vlogs, how-to videos and product specification videos, etc. In addition to the publication on its own platform, YouTube videos can also be found in the Google search results.
When you are going to invest in making a video, you also want the video to be found and viewed properly. But, With the increase in the number of users and Creators on Youtube, the importance of visibility of youtube videos is now greater than ever before.
Just like content with SEO, it is also possible to optimize videos for both the YouTube and Google search engine. With the tips that I am going to share in this article, you will reach the first page of the Youtube and Google search results in 2021!
When you are going to invest in making a video, you also want the video to be found and viewed properly. But, With the increase in the number of users and Creators on Youtube, the importance of visibility of youtube videos is now greater than ever before.
Just like content with SEO, it is also possible to optimize videos for both the YouTube and Google search engine. With the tips that I am going to share in this article, you will reach the first page of the Youtube and Google search results in 2021!
What is YouTube SEO?
YouTube SEO focuses on optimizing videos, channels and playlists for the highest possible position on both YouTube and Google. Like Google, YouTube uses an algorithm to determine the position of your video in YouTube search results. We take you on this page about which approach you should take for a successful YouTube SEO strategy.
Write relevant Meta descriptions
As mentioned above, YouTube is the second-largest search engine in the world after Google. However, the competition on YouTube is much lower, but the number of YouTube search engine users is increasing every year. In addition, YouTube videos are also displayed in Google search results, so you can generate visitors through two channels. Research has also shown that blog posts with a video have a 53x higher chance of ranking on the first page in Google search results *.
A step-by-step plan for YouTube SEO
1. Start with a Keyword analysis
It is important to first perform a search term analysis (also called keyword research ). Pay attention to the search behaviour on the channel where the video is on, such as YouTube. The search method and formulation of the keywords can differ per channel. That is why it is important to adapt your content per channel to the search behaviour.
Analyzing search volume per channel is possible with various tools, such as Ahrefs or Keywordtool.io. Naturally, SearchCombat can help provide this list of search terms and search volumes. In addition to using a tool to measure search volume, it is also possible to map related keywords with the suggestions YouTube gives when you enter the subject of your video in the YouTube search bar. These are terms that visitors actually type when they are looking for a video. You should also type in the terms that popular videos use as titles to get a full understanding.
Analyzing search volume per channel is possible with various tools, such as Ahrefs or Keywordtool.io. Naturally, SearchCombat can help provide this list of search terms and search volumes. In addition to using a tool to measure search volume, it is also possible to map related keywords with the suggestions YouTube gives when you enter the subject of your video in the YouTube search bar. These are terms that visitors actually type when they are looking for a video. You should also type in the terms that popular videos use as titles to get a full understanding.
2. Write and publish an optimized description.
In order to let the search engine know what content the video has and what is covered, it is necessary to provide the script with the video in the description. In addition, it is user-friendly for the viewers, because they can obtain the information from the video anytime and anywhere.
A maximum of 1000 characters is allowed in the descriptive part of the video. If results are displayed within YouTube and Google, 100 characters are displayed. Therefore, first, provide a catchy phrase with Call-to-Action that convinces the search engine users of YouTube and Google to click through. Also place the focus keyword here, as it will then be shown in bold in the search results. Optimize the script as much as possible with supporting keywords and synonyms of the focus keyword that have come out of the search term analysis.
Are different steps/topics mentioned in the video? Then give them a time stamp. As a result, an overview appears with the various topics in the search engine, including a ‘from time’. This not only improves user-friendliness but also visibility, as this is displayed prominently in the search engine.
A maximum of 1000 characters is allowed in the descriptive part of the video. If results are displayed within YouTube and Google, 100 characters are displayed. Therefore, first, provide a catchy phrase with Call-to-Action that convinces the search engine users of YouTube and Google to click through. Also place the focus keyword here, as it will then be shown in bold in the search results. Optimize the script as much as possible with supporting keywords and synonyms of the focus keyword that have come out of the search term analysis.
Are different steps/topics mentioned in the video? Then give them a time stamp. As a result, an overview appears with the various topics in the search engine, including a ‘from time’. This not only improves user-friendliness but also visibility, as this is displayed prominently in the search engine.
3. Include keywords in the title and file name.
Many videos uploaded to YouTube have a file name that is not optimized, for example, Searchcombat_vid_001. The focus keyword should always be included in the file name. For example, think of a file name such as explanation_youtube_seo.
In addition, optimize the title of your video of course. Also, include the keyword here and make sure that the title covers the meaning as well as possible. Also, think of specific keywords and/or long-tail keywords. The title can be broken after 60 characters. That is why we set that number as the maximum.
In addition, optimize the title of your video of course. Also, include the keyword here and make sure that the title covers the meaning as well as possible. Also, think of specific keywords and/or long-tail keywords. The title can be broken after 60 characters. That is why we set that number as the maximum.
4. Use relevant tags for your video
The tags that you can use in video optimization show both the viewers and the search engine what the video is all about. The tags serve to understand both the context and the content of the video as a search engine.
The tags also allow YouTube to link to the ‘related video’ feature. This is displayed on the desktop on the right bar and on mobile below the playing video.
Only add tags that are relevant and related to the video. Above all, keep a mix of short, general search terms and long, specific search terms. Irrelevant tags can result in a penalty.
The tags also allow YouTube to link to the ‘related video’ feature. This is displayed on the desktop on the right bar and on mobile below the playing video.
Only add tags that are relevant and related to the video. Above all, keep a mix of short, general search terms and long, specific search terms. Irrelevant tags can result in a penalty.
5. Specify your video by placing it in a category.
When you have uploaded a video to the YouTube platform, you can select a category in the ‘Advanced settings’ tab. Choose a category that is as close as possible to the subject of the video.
6. Optimize the video thumbnail image
A thumbnail image is an image that you will see on the video overview page or in the related row next to (desktop view) or below (on mobile view) the video.
In addition to the title, a thumbnail gives the potential viewer the first impression of your video. It is therefore important that the snapshot of your video arouses interest and stands out from the current results.
You can achieve this by setting a custom thumbnail. Research has shown that 90% of the best performing videos on YouTube use a custom thumbnail. An advantage of this is that you can determine what is shown as a thumbnail so that you can respond to the competition. Therefore, first, check which thumbnails (and title) the competition is using and try to deviate from certain patterns to stand out.
To use a custom thumbnail, verification of your YouTube account is required.
The following specifications are recommended about a thumbnail:
Image with 1280×720 pixels
A 16: 9 ratio
Maximum file size of 2 MB
File type .jpg, .gif, .bmp, or .png
In addition to the title, a thumbnail gives the potential viewer the first impression of your video. It is therefore important that the snapshot of your video arouses interest and stands out from the current results.
You can achieve this by setting a custom thumbnail. Research has shown that 90% of the best performing videos on YouTube use a custom thumbnail. An advantage of this is that you can determine what is shown as a thumbnail so that you can respond to the competition. Therefore, first, check which thumbnails (and title) the competition is using and try to deviate from certain patterns to stand out.
To use a custom thumbnail, verification of your YouTube account is required.
The following specifications are recommended about a thumbnail:
Image with 1280×720 pixels
A 16: 9 ratio
Maximum file size of 2 MB
File type .jpg, .gif, .bmp, or .png
7. Add an SRT file for the subtitles
An SRT file generates the subtitles under the videos. This file contains the subtitle text including the start and end time so that the subtitles match the speed of the video.
Another possibility is to use the functionalities in YouTube. This can be done using the following step-by-step plan:
- Go to your uploaded video
- Click on the CC button below the video
- Choose ‘add new subtitles or cc’
8. Video or Playlist Cards
These cards link to another public YouTube video or playlist that viewers may find interesting. You can also link to a specific time in a video or to a specific video in a playlist by entering the URL of a video or playlist.
Want to know how to create cards for your videos or playlists? We are happy to help you.
Want to know how to create cards for your videos or playlists? We are happy to help you.
9. Decide how to distribute your video
There are several placement options for videos. For example, it is possible to only leave it on a hosting platform, such as YouTube, but it is also possible to add it to your website. If you have a lot of videos on your website, we advise you to generate a separate video sitemap.
Here are some TIPS to rank your Video on Top of Youtube search:
Focus on watch time
It is important to know where YouTube wants to go as a channel. At the moment, they are already competing well with television, especially when it comes to advertising. YouTube wants users to spend as long and as much time as possible watching videos on its platform. Therefore, the combination of long videos with playback time is crucial. So crucial that small channels with few followers can compete with the big giants in YouTubeland: the number of views is secondary to watch time and the ability to return subscribers to YouTube. So audience loyalty plays an important role.
YouTube itself says about this:
The aim is to keep audience retention as close to 100% as possible. Plus, you’re more likely to see videos that consistently have high audience retention and watch time more likely to appear in search results and suggested videos on YouTube. – YouTube Creators Academy
Having a display time of 100% is challenging. Let’s say it’s impossible, but the goal should always be more than 60-70%.
Having a display time of 100% is challenging. Let’s say it’s impossible, but the goal should always be more than 60-70%.
3 Tips for setting up a new YouTube channel
With watch time in mind, we go to the tips for successfully setting up a new YouTube channel in 2021.
1. Header image
Start by choosing an attractive header image (or banner image) for your YouTube channel. With this image, you make clear to your target group who you are (photo of yourself often works well) and why they should follow your channel.
Click on ‘Customize channel’ and then on ‘Add banner image’.
Click on ‘Customize channel’ and then on ‘Add banner image’.
2. Channel trailer
The channel trailer is aimed at new viewers as the subscribed viewers will not even get to see it. In the channel trailer, tell who you are, what your channel is all about and what viewers can expect when they subscribe to the YouTube channel within 60 seconds. You will never see ads on your channel trailer unless it is about product placement. Don’t be too wordy and assume viewers who have never heard of you. Try to grab attention within seconds and choose attractive images.
How do you add a channel trailer?
Upload your channel trailer and choose the channel you want to manage. Select ‘Adjust channel’.
Now click on ‘For new visitors’, which can be found on the ‘Home’ tab.
If you don’t have a channel trailer yet, click on ‘+ Channel trailer. Do you already have one but want to change it? Then click on the edit icon and ‘Change trailer’ or ‘Delete trailer’ and then upload a new one.
How do you add a channel trailer?
Upload your channel trailer and choose the channel you want to manage. Select ‘Adjust channel’.
Now click on ‘For new visitors’, which can be found on the ‘Home’ tab.
If you don’t have a channel trailer yet, click on ‘+ Channel trailer. Do you already have one but want to change it? Then click on the edit icon and ‘Change trailer’ or ‘Delete trailer’ and then upload a new one.
3. Playlists
Playlists on YouTube are the perfect way to engage viewers for a long time, so that’s exactly what YouTube asks of you as a channel manager. A playlist is a collection of videos that usually have something in common. Think of bloopers from series or your favourite parachute jumps. Make sure to create multiple playlists from 4 to 10 videos based on relevance. Keyword research is a great way to find out which keywords are relevant to the target keyword of your video. Based on this, you create multiple ‘niche’ videos that you place together in a playlist. Playlists can be found on the ‘Library’ tab.
How to Create a playlist
Go to your desired video that you want to add to a playlist and click on ‘Share’ (see an icon in the screenshot below).
Then click on a playlist you’ve already created or ‘Create New Playlist. In the latter case, give the playlist a name. Finally, click on ‘Create’.
Then click on a playlist you’ve already created or ‘Create New Playlist. In the latter case, give the playlist a name. Finally, click on ‘Create’.
YouTube keyword research
You can conduct keyword research for your YouTube channel in several ways. The easiest way is to look in the YouTube search bar. Enter your keyword and look at the Autocomplete suggestions. The suggestions are ranked by popularity, with the most popular keywords at the top.
You could also use a tool such as Ahrefs.
It is also possible to create automatic rules when uploading videos. Videos will then be automatically added to a list if the title, tags or description matches the rule you have set.
Give your playlist a good name that describes what kind of videos viewers can expect when they click the play button. Also, include some keywords from the most important videos.
You can use YouTube Analytics to optimize the playlists. Analyze which video most viewers drop out of and adjust the order accordingly.
You could also use a tool such as Ahrefs.
It is also possible to create automatic rules when uploading videos. Videos will then be automatically added to a list if the title, tags or description matches the rule you have set.
Give your playlist a good name that describes what kind of videos viewers can expect when they click the play button. Also, include some keywords from the most important videos.
You can use YouTube Analytics to optimize the playlists. Analyze which video most viewers drop out of and adjust the order accordingly.
Tips for creating video content
As I mentioned earlier in this article: the first step in creating videos is to conduct keyword research. To do this, use keyword research tools to get a good idea of the search terms that viewers use to find a video.
- You can use Google Ads keyword planner. With this tool, you can see how often a keyword is searched on average per month. In addition, the tool also provides suggestions for other relevant search terms. The disadvantage of this tool is that you have to manage an active Ads account to use it.
- Competitors Keyword Analysis. View the tags of competitor videos to find out what their focus keywords are. This can be done with the help of page source (search for ‘keywords’) or with the help of (free) YouTube tools such as TubeBuddy. With this tool, you can also view even more interesting statistics of the competitor.
- Traffic sources in YouTube Analytics. If you already have a channel with videos, you can see what viewers are looking for in YouTube Analytics before watching your videos. To do this, go to the Analytics section of your channel and then choose ‘traffic sources’. Click on ‘YouTube Search’ and voila! A list of very inspiring search terms from your own viewers.
- The YouTube search bar. Enter the keyword you want to make a video for in the YouTube search bar without clicking ‘enter’. YouTube automatically gives you a number of suggestions, and they do that for a good reason! It often means that this search term leads to popular videos. So get inspired by the suggestions by creating niche videos for your most important keywords.
- Google Trends. With Google Trends, you can track the search interest of users for a search term over a specific period. If you see that the search interest for your keyword is decreasing, you might want to come up with an alternative.
Can my video be shown in Google search results?
Once you have done keyword research and have an idea for which keywords you would like to make videos, it is good to check whether videos are already shown for these keywords in Google Search. Google search results are also a major traffic source for generating views and subscribers. At the moment, videos are only shown in these search results for specific search terms. Think of how-to and tutorial related search terms. If videos are already shown with this result, you at least know that your video could also be suitable for this.
Which keywords do I start with?
Obtaining subscribers is of course, very important, especially for new channels. After all, without views, YouTube does not know what kind of target group you attract, and you will be shown less often in the search results. It is difficult to compete directly for keywords with a high search volume simply because the offer is often so large. It is, therefore, better to start with long-tail keywords that do not yet have much competition. Build from there. Research how much competition you have to deal with when you are going to make a video for the chosen keyword. You do this by typing the keyword in the YouTube search bar and looking at the number of results at the top of the page.
What should a successful YouTube video contain?
Once you’ve chosen the keywords following the steps above, it’s time to start filming. Make sure you use the keyword a few times because YouTube can also follow what the video is about based on the subtitles you will add later. At the end of the video, creatively ask for comments, likes, shares, and if people want to follow the channel. Please quote something you said in the video.
So not: I like to hear what you think of my video, but: I like to hear what you think about (something specific) what I just told in my video. The interaction viewers engage with the video is also an indispensable factor for a successful video!
The ideal video is recorded at least in HD quality and has a minimum length of 8 minutes.
Tips for uploading videos to YouTube
Before uploading the video to YouTube, it is important to check out the competition first. What makes your video better and more eye-catching than theirs? After all, YouTube users have to click on your video between all search results and not on the competitor’s (CTR is still an important ranking factor). For example, pay attention to the following:
The thumbnail
This is the image that YouTube users will see in the search results. Many people look at the thumbnail first and then read the title, so make sure this image is eye-catching and sums up what the video is about. Show your logo and use text (which is not the same as the title), but keep it simple. Use the colours of your (YouTube) corporate identity, provided they contrast with the colours that YouTube itself uses: white, red and black. If you really want to stand out, use purple, green, orange or another colour that competitors don’t use.
Title and description
Come up with a catchy title for the video that differs from your competitor’s title and describes what the video is about. Research shows that using characters such as brackets and parentheses and the current year in the title work well. So take advantage of that if you want.
The description tells the viewers and YouTube what is being told in the video. Not literally, but in parts. The description can be quite extensive (100 to 250 characters), but I see it as a teaser for the video content itself. Include the main keyword in the first part of the description and add another link if you like.
Subtitles
YouTube can automatically generate a subtitle, but this is not always accurate (If it is not in English). I, therefore, recommend that you always create your own subtitles or adjust the automatically generated subtitles from YouTube. Because YouTube can read what you say in the video from the subtitles, you should ideally always add them. Besides, the video is also a lot more accessible for the hearing impaired. If you also want the video to be found in other languages, I would also recommend adding subtitles in this language.
Tags
Tags, also known as labels, briefly describe what the video is about. You put a tag/label on it, so that YouTube can categorize the video. Although I expect that tags will no longer make the difference for good positions in YouTube, it is still important that you add them in the right way. When it comes to tags, it is also important that you don’t add too many, because otherwise, YouTube may have doubts about what your video is about. Stick to about 5 tags. Start with your keyword and two alternatives for that keyword and add two more general tags for context. It also works well to copy some tags from the most popular videos in this area, as YouTube can then show your video as a related video.
Tips for optimizing YouTube videos
There is a big difference in the way Google ranks and the way YouTube does it. It takes Google a long time before it can find a reason to rank the content. YouTube is only looking for a reason why he shouldn’t rank him. Moreover, Google takes the time to decide whether to rank the content higher or lower, while YouTube makes that decision quite quickly.
The first 48 hours after uploading the video are critical: the number of views in these hours will make or break the success of your video. At least, those were the words of YouTube algorithm expert Matt Gielen during Vidcon. He and his team were able to predict how many views a particular YouTube would get by analyzing millions of videos based on the first 48 hours. That said, you can already feel that it is challenging to optimize YouTube videos older than 48 hours. There are a number of tricks you can use so that viewers are less likely to drop out. For example, use YouTube cards before many viewers drop out to convince them to watch the video.
It always pays to analyze your older videos using YouTube Analytics to learn from them for the next videos. If you see that a specific portion of the video has higher than average audience retention, try to find out what triggered that. What did you say or show at that moment? If you find a pattern in this, you can use it to make your following videos even better!
The first 48 hours after uploading the video are critical: the number of views in these hours will make or break the success of your video. At least, those were the words of YouTube algorithm expert Matt Gielen during Vidcon. He and his team were able to predict how many views a particular YouTube would get by analyzing millions of videos based on the first 48 hours. That said, you can already feel that it is challenging to optimize YouTube videos older than 48 hours. There are a number of tricks you can use so that viewers are less likely to drop out. For example, use YouTube cards before many viewers drop out to convince them to watch the video.
It always pays to analyze your older videos using YouTube Analytics to learn from them for the next videos. If you see that a specific portion of the video has higher than average audience retention, try to find out what triggered that. What did you say or show at that moment? If you find a pattern in this, you can use it to make your following videos even better!
Tips for distributing YouTube videos
Videos are, if you do it right, a pleasant addition to the content of your website. Place the video on a relevant page (with a link, do not upload in the CMS). Then you immediately scored another point at Google concerning SEO for your website.
Of course, YouTube advertising is also an excellent way to bring your videos to the attention of a relevant target group.
Of course, YouTube advertising is also an excellent way to bring your videos to the attention of a relevant target group.
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