Video marketing is becoming a crucial necessity for digital creators, especially on YouTube. In the earlier years, it was good to have marketing, but not anymore. If you want your videos and content to do well and reacher a wider audience, then you too need to start optimizing your video marketing tools.
In our free time, one of our favorite things to do is to watch videos on YouTube. But how exactly do these videos show up our search? What do the creators do to get thousands and even millions of views?
If you are a Youtuber, then this is definitely the article for you. If not, you can still learn so much about keywords, search engine optimization (SEO), YouTube algorithms, etc.
Optimizing YouTube’s Algorithm
If you think about it, YouTube at its core is just a search engine for videos. And because it is essentially a search engine, it utilizes a sophisticated ranking algorithm to show content to its viewers.
If you want to be in the top rank of this algorithm system, you must upload fresh content with good keywords that will attract an audience. People love and need new videos on a daily basis. They spend any free time they have refreshing their YouTube homepage waiting for new content.
When it comes to algorithms, it is important too keep track of your “watch time” which is dependent on user engagement. YouTube is less likely to share a video with 30 views compared to another with 130 views. Just because you upload a video on YouTube doesn’t mean that it is enjoyable and liked by the masses. You have to cater your content towards a specific niche audience before it can blow up to the masses.
Once you have the content and the user signals covered, YouTube will also need your help to the feed the algorithm. You will have the opportunity to choose keywords that will help your video get to the top of users search. The first 48 hours to 72 hours are a critical period because that is when your video either sinks or swims.
YouTube Tags: Keyword Research
As I mention, putting the right tags on your video is super important. And this requires a bit of research on your part. The keywords you choose should bring the most traffic to your videos. One of the best places to look for great keywords is on YouTube. The tags you include in your metadata allow the algorithm to categorize your video accordingly. However, the number of tags is limited. The easiest way to get around this is by using multiword tags (long-tail keywords). You should also mix it up with a few single-word tags and board term tags as well. Other than YouTube, you can also use Google Trends, SEMrush, SEOProfiler, and a fee other programs to help you with your tags.
For tag ideas on YouTube, search up videos related to yours and look at the top-ranking videos. While it is difficult to spy on your competitors as YouTube hides video tags, there are some softwares out there that can help you. TubeBuddy, for instance, is a great tool many you tubers use for their research.
“When it comes to keyword research you definitely want to pay attention to TubeBuddy. It is going to become your best friend and you want to try to find keywords that are searched a decent amount but have a low competition.”Cathrin Manning, Youtuber
Tools like these are great for video marketing research because they help you gather a lot of valuable information like SEO score, description box word count, average watch time, number of views, most used tags, etc.
“Remember, since YouTube limits the number of tags you can include, add your most important keyword phrases first and then use specific multi-word tags that are easier to rank for.”Sherry Bonelli, searchengineland.com
The final thing to keep in mind about keywords is that you should try and use them in your video as much as possible. YouTube understand you, so when you include your important keywords in your videos YouTube easily connects the dots. This increases your chances of ranking higher in searches.
The Importance of Metadata
Metadata on online platforms differs, but for YouTube specifically it includes information about your video. And this information is typically the basics: title, video description, tags, and annotations.
Before you jump to upload your video, take sufficient time to fill out the metadata section to the best of your abilities. Conduct research if you need to. The metadata of your videos is crucial as it helps you get noticed. Whatever keywords you decide based on your research, include it everywhere. And I mean everywhere. The tags, the title, and the description box. Make sure that you are using the exact same words and phrases because YouTube can then easily match them up.
With good metadata, the algorithm works in your favor and you have greater chance of showing up in top searches.
Before you even create your video, research what type of content your competitors are releasing. What types of videos are the releasing? What is the engagement like? What do the comments say? Based on your research, create content that goes one step further than they did. If you do exactly what they do simply because it is working for them, you will lose out. You have to figure out a way to help your video reach the top and you cannot do that by simply copying them. And once you have your idea and you have shot your video, your metadata will need to be out of the park. The right tags, the right title, the perfect thumbnail, etc.
So now that wee understand YouTube algorithms and SEO keywords and all, I hope that you are ready to improve your viewer engagement on your videos. Video marketing may seem like a hideous process, but it is definitely worth the time and effort. Your work is important and it deserves to get the right kind of attention.
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