Over 400 hours of video is uploaded to YouTube every minute. This impressive number makes YouTube the second most used search engine after Google. Where some see it as a battle lost in advance due to the strong competition that reigns there, others see it as a tremendous opportunity …
Indeed, the SEO on YouTube is still very little exploited, there are many places to gain in the search results of YouTube. Therefore, a new source of traffic to your site opens up to you. In this article, I’m going to detail the main criteria that YouTube takes into account to rank its videos in its results. Whether you are a beginner in SEO on YouTube or experienced, this quick guide will give you the good reflexes to adopt when you put a video on YouTube.
1 / Find the main keyword of your video
As a reminder, you are aware that YouTube is owned by Google. It is therefore a safe bet that this search engine seeks to highlight in its search results the videos that work best. Just take the test to see that it inserts YouTube videos into its search results as if they were classic sites:
It is therefore obvious that you should not only work on SEO for YouTube only, but also think of Google which can significantly influence your number of views. The question then arises as to when Google decides to show its videos in its search results. I have noticed that it tends to integrate YouTube results when user queries start with “How to …”, or when it comes to tutorials, product demonstrations, sports related topics or humorous videos:
To find out if your theme is likely to appear in Google’s search results, you just have to take the test by searching for it directly. That said, just because no video results come out doesn’t mean your video won’t come out. Video editors may simply not have leveraged SEO on YouTube. Also remember to check the search volume of your keyword, because there is no point in positioning yourself well on a keyword that has very little search volume. For this, you can use the Google Adwords keyword planning tool:
Below 200 monthly searches, try to choose another keyword, because the volume is too low. However, take a step back from the figures announced by this tool, because Google is not always transparent on the data. This gives you a good idea of the search volume, but it can be understated (which is a good thing).
2 / Write a long description
Like the meta description of a web page, your video description should be written with care, as it will make people click or not click on your video. In addition, Google is not (yet) able to understand the content of your video. The description will therefore allow him to identify the subject you are discussing and better index it in his results as well as those of YouTube. You should therefore use the strategic keywords on which you want your video to appear. The description is also a way to make links to your other videos and thus increase their volume of views (sort of internal mesh of your videos on YouTube):
3 / Create quality content
We can implement all SEO practices on YouTube possible and imaginable, what is more important is the quality of your video. Indeed, Google wants to highlight the results that are most likely to appeal to Internet users. It has many indicators for this which allow it to assess the quality of your content based on the reactions and behavior of those who have viewed it:
The duration of viewing (VS the total duration of your video):
If your video is 3 minutes long, but people leave after 20 seconds, chances are Google will take this flag into account to push your video down. However, that doesn’t mean that your video doesn’t like it. It is perhaps the description or the keyword on which you seek to position it which is not coherent. Keep in mind that even if you manage to position yourself on the keyword you want, you will not keep your positions for long if the Internet users (and therefore Google) believe that the content does not match their search.
The number of comments received:
Take the time to respond to the comments you receive, whether they are good or bad. This allows you to create more content around your video and show your visitors that you take the trouble to read what they write. Even a negative comment can help you if you answer appropriately.
The number of likes and unlikes:
It’s important to pay attention to the number of people who like your video versus those who don’t like, because Google takes this indicator into account when assessing the quality of your content (not being able to rate it itself, it uses your visitors). It also allows you to assess the success of the content you are presenting.
The shares of your video are the factor that will make it viral and bring you more traffic. To encourage this, you can place links on your video to encourage people to share your content.
Links from other sources (sites, blogs, videos) that point to your video:
Again, just like a website, the more quality your video gets from external links, the more it will gain notoriety in the eyes of Google. So you too can set up an external link strategy to boost the SEO of your video.
The number of subscribers to your YouTube channel:
The number of subscribers to your YouTube channel corresponds to your followers (like Twitter), your fans (like Facebook) or those who follow you (like LinkedIn or Google+). The more you maintain your community, the more it grows, and the more your videos will be seen, shared, liked, etc.
4 / The duration of your video
I’ve heard some SEO specialists advise making long videos (more than 10 minutes) rather than short videos (less than 5 minutes) to improve their SEO. For my part, I do not think that quantity has an enormous weight compared to quality. Indeed, if you look again at the video of the cat playing the piano that I took as an example, you will see that it is only 55 seconds and that does not prevent it from being clearly visible as the first result on Google! In addition, the shorter your video, the more likely it will be seen in its entirety and therefore send a positive message to Google.
However, do not try to reduce the duration of your video. Make your video by meeting the expectations of those who watch it while remaining relevant. Duration doesn’t matter as long as the quality stays good.
Now that you know the basics of SEO on YouTube, you can start optimizing your own videos. I also encourage you to take a look at the best videos that work best, get inspired by them, and read the advice of other SEO experts on YouTube who share their best practices with you. Google and YouTube are constantly evolving. It is therefore important to stay informed of the latest trends to keep your positioning.
About the Author :
webmarketing-com.com/wp-content/uploads/2016/06/Maxence-300×300.jpg 300w, https://www.webmarketing-com.com/wp-content/uploads/2016/06/Maxence-100×100.jpg 100w, https://www.webmarketing-com.com/wp-content/uploads/2016/06/Maxence.jpg 400w ” alt=”Maxence ” width=” 150 ” height=” 150 ” />Maxence Pezzetta, co-founder of My Little Big Web, worked at Microsoft as Web Marketing Manager before arriving in Quebec in 2013 and creating My Little Big Web: a Montreal web agency specializing in website creation, SEO on Google (SEO) and online advertising. Today, he supports businesses of all sizes in their online communication. Very focused on training his clients, he regularly writes articles to share his tips and inform his readers of the latest trends.
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