YouTube SEO Optimization: Boost Your Video Rankings and Visibility

YouTube Search engine optimization (SEO) is essential to your video marketing success. Relevant keywords and other SEO tools can boost your prevalence within YouTube, Google, and other search engines. This helps guarantee your high-quality production gets seen.

That said, YouTube's algorithm is quite complex and actively changing. You must use various SEO strategies and understand how each works for the best impact. 

Find out how to optimize YouTube videos for SEO in our video marketing guide. 

Understand YouTube SEO Fundamentals

Keywords are the backbone of almost any type of SEO. Keywords include words, phrases, and questions related to your video, viewer interests, and relevant search queries. 

Every video you upload should have one primary keyword and multiple secondary keywords. The primary keywords should summarize the essential details of your video using words people might reasonably search for. 

Secondary keywords should expand upon your video's specific details and connect to your niche. Your niche describes the "corner" of YouTube you're marketing to, such as fishing, video games, pets, and tutorials.

Some of the best types of keywords for YouTube include:

• Search terms: Anything users may type in the search bar, such as, "How do I use oil paints on canvas paper?" In this scenario, you could derive specific words, including "oil paint" and "canvas paper." You can also use the entire question or a variation, such as "using oil paint on canvas paper."
• Video-specific terms: Consider the various ways people may refer to the contents of your video. For example, if you're posting about a soda product, add the keywords "pop" and "soft drink." If you're posting about a brand-name tire with a long technical title, consider phrasing it multiple ways within your keyword list. 
• Broad genre terms: Even if your video focuses on a specific topic, you should still incorporate secondary keywords related to your general niche. This can help recommend your videos to users beyond search results. 

Conduct Thorough Keyword Research

Take your time searching for relevant keywords within your niche. First, read the title and description of similar, popular videos. Look for any words you see frequently repeated, and check out how other videos phrase certain titles and sentences. This can help you spot relevant and active keywords while learning how to weave them into your content. 

Next, try using keyword research tools. While these aren't always effective, seeing the different keyword ideas each generator creates can help you identify common patterns and strategies. Only use recently updated tools. Most importantly, avoid generative artificial intelligence (AI) and other systems prone to hallucinations. 

Finally, consider searching for online YouTuber forums in your niche. For example, dedicated subreddits may have threads discussing the best keywords you can use — and which ones to avoid. If possible, talk to experienced creators and marketers for more YouTube optimization tips.

Incorporate Keywords Into Video Titles

Your video title should include your primary keyword. This not only tells users what they can expect to see, but it also communicates your exact topic to the YouTube algorithm. 

For some videos, you may be able to put full search terms and questions in the title, such as "How to parallel park." Without getting wordy, try using colons and hyphens to work in other relevant keywords.

Many YouTube channels also add subtitles by uploading custom thumbnails. These alternate titles can give your videos a more approachable vibe, especially since you won't have to worry about keywords. So, if your title is "How To Parallel Park — Driving Safety," your thumbnail's subtitle could say, "Let's talk about parallel parking."

Optimize Video Descriptions for SEO

Your video's description is the perfect place to fill in the secondary keywords you couldn't use in your title. You should also include your primary keyword at least once, such as repeating the title at the description's top or bottom. 

YouTube gives you up to 5,000 characters to write your description, and you can theoretically use as much as you like. However, viewers will generally only see the first 100 or so characters when they initially open your video.

First, explain your video in about one paragraph using multiple keywords. Work in your keywords organically without being too wordy or repetitious. Remember, even though you're primarily writing for the YouTube algorithm, users should still be able to understand what you're saying. 

What you do with the rest of your description may depend on your video's content. If you already included a solid number of relevant keywords in your title and summary, you may not need anything else. 

Otherwise, try adding the following sections to your video description (including keywords as you go):

• Longer summaries of your video
• Links to your other videos
• Information about your channel or niche
• Step-by-step instructions for tutorials
• Timestamp markers for longer videos
• Questions and calls-to-action (C2As)

Use Tags Effectively to Enhance Discoverability

Like keywords, tags can help you stand out within the YouTube app based on viewer interests and search terms. You can add tags in a separate box from the video's description, though you may need to hit "Show More" to find it. 

The best way to find relevant tags is to research the most popular videos in your niche. Using similar tags can help you reach out to users interested in your videos. It can also boost your prevalence in the search results, especially if your tags also include search terms. 

YouTube gives you up to 500 characters to write your tags, but you typically shouldn't use all of them. Tags are most effective when used sparingly. Avoid using more than six or seven unless your video has a diverse subject matter. 

Create High-Quality Video Content

Quality is crucial for any video content, especially to maintain your audience across a long runtime. The YouTube algorithm recommends videos based partially on user engagement. So, it's more likely to recommend a video that viewers watched for ten minutes than videos watched for ten seconds. 

Practice different strategies and tips for video production to improve your video quality. Check on the following factors when creating YouTube videos:

• Video resolution
• Camera framing
• Lighting quality
• Music and sound effects
• Pacing and juxtaposition

Design Engaging Thumbnails for Click-Through Rates

Thumbnails play a huge role in YouTube marketing. The algorithm will rank your video higher if more people click on it. That first impression is crucial. Rather than simply using still frames, most YouTube channels now upload custom thumbnails that pop on the screen.

As mentioned earlier, many YouTube thumbnails include subtitles and alternative text. Depending on your graphic design skills, you can add collages, color effects, and clip art to grab viewers' attention. Though it may take a little extra time, making a custom thumbnail can help your video get noticed and give viewers a better idea about what to expect. 

Monitor Performance With Analytics Tools

YouTube Analytics reports your channel's most important metrics, including your top videos and traffic sources. This can help you track the benefits of your video marketing strategies. You can also see your relevance in different search engines, such as Google, based on how much traffic you get from different places. 

The most critical metrics for YouTube SEO include:

• Views
• Average watch times
• Likes and comments
• Audience demographics, such as age and location
• Traffic sources
• What time you upload each video

Refine Strategies Based on Analytics Insights

Fine-tuning your SEO strategy as you go can help you maintain organic traffic from multiple sources. Check out the keywords and tactics you used in your most popular videos, and try using them again. Then, create a checklist or a spreadsheet of your top keywords and strategies to give you an easy resource whenever you post. 

That said, just because a keyword works for you one month doesn't mean it will work just as well the next month. YouTube's algorithm and user trends are constantly changing, so frequently check back in on your YouTube Analytics.

Additionally, remember keywords and SEO on YouTube don't always define a video's success. The video's quality, topic, specific user experiences, and many other factors can also determine viewership.

Optimize Playlists for Enhanced Viewing Experiences

YouTube playlists give users easy ways to watch several videos in a row — often without clicking on your channel. This can boost your viewership and make the algorithm more likely to recommend your videos.

That said, not every video needs a playlist. Some of the best types of YouTube playlists for SEO include:

• Tutorials
• Podcasts
• Music and performances
• Demo reels
• Product demos

Best Practices for YouTube SEO Optimization

Learning how to optimize SEO for YouTube is an ongoing process, but it's essential for your channel's success and growth. Fortunately, you don't have to do this alone. At Charter & Co, our video marketing experts can help you produce high-quality footage and assemble your best YouTube SEO strategy. Get in touch today to learn more about your SEO opportunities.