Creating Internet content on YouTube is one of the sexiest occupations in the 21st century. It has even its own term, a YouTuber. However, getting all of the exposure has become very difficult since there are millions of new videos being uploaded on the platform every day. Creativity alone is not enough because the algorithms used in the search engines have become smarter in detecting relevant content.
Creators these days must have some understanding of digital marketing, which also includes Search Engine Optimization. Even if you entrust the digital marketing strategies of your videos to a capable agency, you still need to be able to grasp the fundamentals to make it work effectively and efficiently.
The Basics of YouTube Algorithm
YouTube has its own algorithm, and it works differently from the ones used search engines. Targeting your videos to appear on the front pages of search results on Google, Yahoo, or Bing is a good thing, but it can be implausible if your subjects are popular. Appearing on the first search result page on Google does not guarantee your content being listed on the YouTube video recommendation.
Second, the YouTube algorithm ranks videos based on their view-time. If your viewers are hooked by your videos and spend more than 30 seconds watching them, then their visits count, but if they are less than that, they don’t count.
Embed High-Ranking Keywords on the Title
There are many keyword research tools out there. Some are free, while the others require payment. If you are familiar with content SEO, then you probably have used some of those tools. However, in this YouTube case, the result of the autocomplete feature is pretty solid.
Let’s say you want to create a video about seo, type SEO on the search bar, and see the results. You should copy the formula of those titles so that your video’s chance to appear on the search suggestion increases.
However, do not stuff too many keywords on your title. Awkward arrangement and ungrammatical titles will be dismissed immediately by YouTube.
Select a Representative and Compelling Thumbnail
When confronted with many video options, viewers will evaluate the thumbnails instead of checking them one by one. Your goal here is to reach those viewers organically. And to do so, your thumbnail must be engaging as well as representative of your content. You should also note that you shall never use a click-bait thumbnail as they can disappoint your viewers and make you lose their trust.
Write Accurate Description
The way you write the caption of your video matters because it will appear on Google. Use relevant keywords and describe what your video is about accurately. Avoid redundant language, but do not be too eccentric as it can decrease the accuracy.
Fill the Closed Caption (CC) of Your Videos
Providing subtitles for your content will make it more understandable to viewers. Your dialect might be confusing, and you may not pronounce some words clearly. And subtitles can be your insurance against those risks.
Moreover, subtitles also open the opportunities for your video to be translated. The more languages are on your CC, the more audiences you can reach.