The ultimate guide to YouTube SEO | Varn


3 February 2022

The ultimate guide to YouTube SEO

YouTube is the second biggest search engine by users in the world, and it is getting bigger every day with new content creators launching channels and new viewers watching them. All of this is supported by a monetised ecosystem of ads and targeted content that could be well worth exploring for your site’s SEO in 2022.

YouTube content has the power to help you throughout the sales funnel to drive more leads and sales for your business, here we break down some of the key areas to optimise when it comes to YouTube and how to get started with your YouTube SEO content strategy.

Stage 1: The Research and Strategy Stage

It is important to kick off your YouTube SEO in the right way, this will keep you on track.

1. Set up and optimise your YouTube channel page

The first step is to set up a YouTube channel, this can be done by creating a Google Account from which you can develop a YouTube channel.

This is the first step when it comes to YouTube SEO, having a channel with a strong name that relates to your brand is important and a decision you should make early on, that being said you can now change your channel name if you find yourself wanting to rebrand in the future.

2. Conduct keyword research to create a content plan

Once you have set up the account then you should make sure you create a content plan from some robust keywords research. This will help you to put together a plan for sharing content that your audience will find useful and potential customers will find interesting.

3. Conduct competitor research around your industry

When working out the type of content you want to create it is a great idea to start with your competitors. Work out what kind of videos they are creating and if they are creating useful resources on their website, all of this is potential gold for your SEO and YouTube content strategy. Sometimes developing on light content your competitors have started is a great way to improve your YouTube SEO, including this content on your website will help you to spread the SEO love.

4. Work out the purpose of your YouTube channel

When you are conducting your keyword research and content strategy you should consider carefully the purpose of your channel. Is it to drive sales for a specific site? Or mainly as brand awareness for your wider business objectives? Answering these questions will help you to develop a strategy that works for you.

Stage 2: Content creation

So you’ve got a plan in place and have content lined up driven by robust keyword research, now it is time to get the content production process underway.

1. Follow best practices for creating videos and invest in equipment

Content creation is often considered one of the most important parts of the YouTube SEO content process, and it is essential to pair with good optimisation. Creating good quality videos based on informed keyword research will help you to deliver value to your audience and help increase conversions.

Investing in good quality equipment and a professional set-up will help you to keep your videos looking the part.

2. Film the content with people from your business

Social and YouTube content often performs better if it includes a more personal touch. Getting some of your team involved with the filming and producing will help you get a more personal feel across with your brand. Optimising this content from an SEO perspective can really help to increase its reach which is a win-win for your business.

Stage 3: Upload and optimise your content

Once you have your content uploaded it is time to work on the optimisation and promotion, they go hand in hand with SEO so you need to make sure it is done properly.

1. Create a content schedule (and stick to it)

Once you have a content schedule, try to stick to it as best as you can. Whilst you should not worry too much about missing a deadline, releasing regular content will keep you at the top of mind for customers and help you out when it comes to the Google and YouTube algorithm.

2. How to optimise your YouTube video for SEO

When it comes to uploading your content it is important to do it in a way that’s as optimised for SEO as possible. This area encompasses a lot of different best practices which should be followed. These are outlined below:

  • Write detailed titles and video descriptions with some organic mention of keywords you are looking to target with 70 characters in the title.
  • Make use of hashtags in your video title and description to link into trending topics
  • Inspect element on your competitor videos to try and fine the tags they are using, then incorporate relevant ones into your video tags (use the inspect element tool on chrome then control-F search for ‘keywords)
  • Enable comments when uploading videos to encourage engagement
  • Include the video within a content share on your website to spread the reach
  • Share the video across your socials for the same reason

Stage 4: Ongoing strategy

Now that you are regularly uploading good content, it is important to work on your ongoing strategy.

1. Monitor your analytics and develop a following off the platform

Taking a look at the YouTube analytics of your channel can help you determine who are viewing your videos and where they are coming from. This is great if you are looking to tailor your approach going forward and drive a certain percentage of one demographic over another. It can also give you insight into top-performing keywords and videos and how they stack up compared to other uploads.

2. Work on the monetisation of your site over the long run

When it comes to monetisation, whilst it should not be the sole aim of your content if you are running your channel with at least some commercial intention it is important to make sure that the methods are aligned.

After building up a suitable audience, look at how you can get your channel of YouTube and onto your own real estate through newsletter sign-up prompt, lead magnets and other tactics. This will help you to take advantage of YouTube for your wider marketing needs.

Get in touch to find out more about using SEO on your website

If you have followed the above steps and are now driving plenty of leads to your site but are not getting found through other organic channels like Google it may be time to invest in SEO for your site. Get in touch with our experts at Varn if you want more guidance on getting found on Google.

Article by: David, SEO Account Manager More articles by David

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