Video has become a central part of everything related to digital marketing and SEO. To get the most out of the videos we create for our business or company, we will use dedicated platforms for video content like YouTube. Alongside paid advertising on YouTube, we can increase exposure for our videos on the platform by performing beneficial actions for organic YouTube promotion (YouTube SEO) so that our videos rank for relevant keywords on the platform. In this article, we will go over the entire topic of organic promotion on YouTube and proceed step-by-step through performing SEO for videos. But first, it’s important that we understand what YouTube SEO is.
What is SEO for YouTube videos and why is it important?
Organic promotion on YouTube (also called YouTube SEO) is the process of improving the content of your YouTube videos in order to increase the video’s visibility when people search for the video’s topic on YouTube and Google. The higher your videos rank on these search engines, the greater the chance you will receive more organic views and attract relevant users to your channel. YouTube is the second largest search engine in the world (after Google). In order for your videos to be found, you need to get high rankings, and for that, you need to optimize videos for YouTube video promotion. It’s not really different from On-Page SEO on Google, but you need to know what to focus on.
If organic promotion on YouTube is done correctly, the content optimization you perform will not harm the content itself and the message the video conveys, and it will also ensure that the video receives organic exposure and reaches the right audience. The optimization you perform on your YouTube videos will improve rankings for relevant keywords and create a long-term impact.
Optimization for titles in videos for organic YouTube promotion
The title will always be critical for SEO, including in YouTube video optimization. In this section, we will cover the most common questions asked when writing a YouTube video title. The answers to these questions will help you create the most suitable title both in terms of message and organic YouTube promotion:
1. What is the recommended length for a YouTube title?
Concise titles are recommended, and the ideal title for YouTube contains fewer words and a maximum of 60 characters. A longer title might get cut off and not be fully displayed in search, and therefore will not convey your message. On the other hand, if your title is too short, you will not provide YouTube with enough context to recognize what the video is about.
2. Which keywords should be included in the title?
In YouTube videos, you need to include the video’s main keyword and place it as close as possible to the beginning of the title. This principle is identical to SEO title construction for blog posts and web pages, and it works great for videos as well.
3. Should an exact match keyword be used?
It is recommended to always use the primary keyword in its exact form and then see if additional variations can be integrated. For example: if your keyword is “advertising on YouTube“, other variations of the keyword could be: “paid advertising on the YouTube platform” or “paid YouTube advertising”, etc.
4. How do you optimize to increase CTR?
When planning your video content, don’t look only at the organic promotion of the video, but also at how to get people to click and watch it. You could call YouTube SEO an extension of viewers’ desires and behaviors. To increase the CTR of your videos, use action words that grab users’ attention, avoid provocative and exaggerated clickbait titles, and incorporate numbers into your title (for example: 6 Best Tips for Organic YouTube Promotion).
Optimization for descriptions in videos for organic YouTube promotion
The ability to describe to search engines and viewers what your video is about and what it discusses is a particularly effective capability. The YouTube video description is where you provide context to the title. An optimized YouTube video description can influence ranking and position in YouTube search and help you present the video to your target audience. Here are a few things to know about video description optimization in YouTube SEO:
1. Which keywords should be included in the video description and where should they be placed?
In the video description, it is recommended to include the main keyword relevant to the video within the first 25 words of the description, and depending on the length of the description, you can add it 2-4 more times. It is recommended to integrate additional keywords and long-tail keywords throughout the entire video description.
2. What is the recommended length for a video description?
Your YouTube video description should be at least 200-250 words. YouTube limits the description to 5,000 characters, which is about 1,000 words (like a short blog post). Don’t skimp on words in the description and take advantage of this space to convey all relevant information about the video to the viewers.
3. What information should be included in the video description?
In the video description, you should focus on the value your viewer will receive from watching the video. In instructional and tutorial videos, state to users what they are going to learn. If you are posting a product video, explain the problem your product solves. In informational videos, describe what questions the video answers. Write a compelling introduction at the beginning of the description. It should look like an extension of the title and be written in the form of a call to action. This part appears as a snippet in YouTube search results.
4. What additional elements should be added to the video description?
It is recommended to use timestamps in the YouTube video description. Adding timestamps allows Google and YouTube to segment the video and divide it into chapters to better direct viewers to what they want to see. If you want to link the video to your website or social media page, it is recommended to place the link in the video description. Additionally, it is recommended to place the keyword close to the beginning of the video description so that it appears as bold text in search results.
How do you divide a video with timestamps? It’s very simple: write down the times of each part, and YouTube organizes the chapters automatically, for example:
1. 00:00-08:00 – Introduction + explanation about Cloudways
5. What is the most recommended structure for a video description?
- Start with a compelling 2-3 sentence introduction about what the viewer will gain from watching the video.
- Write a clear and detailed description of about 100 words about what the viewer will get from the video (answers to questions, solved problems, etc.).
- Tell the viewer what to do next and where to find you or more information on the topic.
- Close the description with a relevant link to your website or social network.
Optimization with tags in videos for organic YouTube promotion
YouTube tags are a great place to integrate keywords. With tags, you can guide the YouTube algorithm toward the topic of your video. Here are a few tips for using tags correctly:
- The first tag should be the primary keyword.
- Create a tag for each secondary keyword.
- You can add tags with related terms that will help YouTube understand the context.
- It is recommended that each tag contain 2-3 words.
- There is no limit to how many tags can be added to a video, as long as the total character count does not exceed 400. However, too many tags may confuse the algorithm, so it is recommended to use 5-10 tags per video.
Increasing exposure and reach of YouTube videos with hashtags
YouTube started as a social platform for sharing videos. Just like on other social networks, hashtags help users identify specific content related to a particular topic. By adding a hashtag, you offer another way for users to find your videos.
How do you use hashtags on YouTube?
You can use hashtags in titles and in the video description. I recommend using them only in the description because, in any case, the hashtags you place in the description will also appear above the video title. If you choose to integrate hashtags into the title, they will also appear in it in search results. While I try to avoid integrating hashtags in the title, it works great for many marketers.
Using keywords within the video itself
Make sure to say the keyword in the video itself. Also, incorporate secondary keywords throughout the entire video. YouTube’s algorithm listens to and automatically transcribes your spoken words. The machine responsible for transcribing your video tries to identify keywords and their context within the video to properly rank your video in YouTube’s search engine. It is better to use short and clear sentences to emphasize the keyword. Additionally, you can take YouTube’s automatic transcription and integrate it into the video as subtitles. That way, you can be sure your keywords are integrated properly.
6 questions about YouTube SEO that every YouTube channel owner asks themselves
After covering the optimization of each of the parts that make up a YouTube video, we will now go over additional questions that YouTube channel owners always ask in order to improve and promote their videos in the YouTube and Google search engines better:
1. Is the file name (before uploading to the channel) significant?
Yes. YouTube checks the file name for relevance to the topic and the main keyword. The best thing you can do is include your primary keyword in the video file name before uploading it to YouTube.
2. How important is it to use thumbnails for videos?
The thumbnail is less critical for organic YouTube promotion, but it is very effective for attracting viewers and increasing CTR. A thumbnail grabs attention and can convey a message. Often, the decision of whether to watch a particular video is made by the user based on the thumbnail and whether it appealed to them enough, so it is highly recommended to invest in a well-designed, high-quality thumbnail.
3. Where is it recommended to share videos after uploading?
After you publish your video on YouTube, you can share and promote it anywhere and anytime – sharing to a WhatsApp group, advertising in Telegram groups, publishing on your website, sharing on social networks, promoting via email marketing, and more.
4. When should Playlists be used?
Playlists can help keep people on your channel and encourage them to watch more than one video. This can help increase the watch time of your YouTube channel. It is recommended to create playlists on related topics so that the user’s engagement relevance on the channel is maintained after watching a video.
5. When should an End Screen be used?
End Screens can help you boost engagement, and it is very important to add them at the end of every video. This is a great place to add a call to action, show viewers the different ways to contact you, and give them the option to continue watching more videos or navigate to relevant pages. Use the end screen to encourage users to click on:
- A subscribe button
- The next video in the playlist
- Another video channel you want to promote
- An external website
6. How to use cards on YouTube?
YouTube offers interactive elements that can be added to your video to promote other content directly from within the video. Cards can also divide a long video into segments. However, you should be careful not to distract the viewer’s attention from the content displayed in your video. YouTube recommends using cards only in the latter part of the video. Add cards to existing videos to get people interested in new videos or videos with high engagement potential. Identify where viewers drop off within the videos and place cards right before the drop-off point to try to keep viewers watching.g longer. on the video.
Make sure the text on your card is written persuasively. A card is like a landing page or a pop-up that appears on a website before users leave. It is recommended to highlight in cards what the user will get if they click on the card and also include a call to action. Another thing to remember is that people need to know that the next video you are promoting in cards, or any other content you choose to place there, is directly related to the video they are currently watching.
Summary
We covered everything that’s important to know about SEO for YouTube videos. Just like with posts and pages on a website, everything starts with the keywords you want to promote. You need to integrate these keywords into titles, the video description, tags, hashtags, and other strategic places. Go over all the sections in this article to enrich the content in your YouTube videos and increase the reach of your videos by obtaining better rankings in YouTube search and also in Google search.
Q&A - YouTube SEO
Yes, organic promotion for YouTube videos is essential to bring the relevant target audience to your video. The platform also functions as a search engine, and many of the best practices for Google SEO apply to YouTube as well.
Organic promotion is the way you gain organic traffic to your video and to your channel. It takes time to reach high rankings, but if you perform the actions in this article, you will significantly increase your chances of promoting your videos on YouTube.
The most important thing in organic YouTube promotion is matching your primary keyword to the search intent of users and making sure that the keyword appears in all relevant places – video title, video description, hashtags, tags, the original file name, and more.
About the Author
Dvir Naaman, 27 years old, graduate of the digital marketing course at HackerU College. Experienced in building WordPress websites, paid advertising on Google, Facebook, YouTube, and TikTok platforms. Specializes in organic promotion (SEO) at Fialkov Digital. Has rich experience in e-commerce and dropshipping, and is the owner of Merchant Center – a website consolidating information about e-commerce platforms and advanced marketing systems to increase business conversions with an emphasis on e-commerce store sales.
