You understand the full extent of content marketing’s power in attracting and retaining customers. Now, you finally have your own YouTube channel and you have awesome content in there, yet the videos you published aren’t getting enough engagement. This is what happens to nearly 3 out of 5 companies who face this kind of problem that makes them questioned: are their investment in the video worth it?
Why does this happen to the video you invested in? The reason is that the algorithm of YouTube differs from Google’s.
It would not do much for your videos on YouTube by just optimizing your website alone for Google’s search engines. The tactics of SEO or Search Engine Optimization are very crucial for your video content. However, optimizing for search is not often the primary consideration when it comes to videos.
Video SEO is the same with website SEO. Video SEO uses tactics so that your videos can be discovered online. While building a presence for your business like making videos or advertisements is great, but in this world full of video content from competing brands, uploading your video on a site is not enough.
A video will show up whenever a related question is typed on Google’s or YouTube’s search bar if it’s well optimized for search engines. Take this for example, when searching about looking for the best restaurant, a well-optimized video about “best restaurants” would rank highly on top and getting most views. Thus, your video will get more attention if it’s optimized.
To get your video an opportunity to rank into the top on YouTube, just follow these steps:
1. Use the Right Target Keywords
You need to find out what people are searching for. To improve the chances of showing to the top of search results, use those precise and relevant keywords in your videos.
2. Use your Keywords Wisely
Use the keywords wisely but liberally, in your video file names, meta descriptions and transcripts, titles, timestamps, and an overall summary. Why? This is the information that the search algorithms used to determine the content relevance of your videos accurately.
3. Insert Keyword on the Title
When we try searching for videos, the one important thing that catches our eyes is the title. This determines whether the viewer will click and watch your video or not. That’s why your video should have a compelling title that is clear and concise. Put some keywords on the title so that it will likely appear on top of the search result.
4. Create a Custom Thumbnail
The main thing that the viewer sees while scrolling down through the list of video results is the thumbnails of your videos. The thumbnail of your video sends a signal to the viewer of what is the content inside your advertisement. This surely shows an impact through the number of likes and views that the video received.
People will click on your video if you have an eye-catching or attractive thumbnail that shows up in search results. Create an eye-catching thumbnail. Though you can pick an option for thumbnails auto-generated by YouTube, it is highly recommended that you should upload a custom thumbnail. It is reported by Creator Academy that only 90% of the best performing videos on the site of YouTube have custom thumbnails. Creator Academy recommends the use of images that have pixels of 1280×720 (representing a 16:9 ratio) that can be saved as 2MB or smaller .jpg, .png, .gif, or .bmp files. If you follow this, it can help to ensure the high quality of your thumbnail appearing on multiple viewing platforms.
5. Encourage Audience Interaction
Put CTA or call-to-action in your videos. Also, it would be great if your video gains views, viewer’s feedback, likes, comments and embeds as this is more likely to show up in search results.
6. Promote your Video
Promote your videos on your website, share on social media and use them as marketing emails.
7. Use an SRT File to add subtitles & closed captions.
Like the other text we have discussed here, the subtitles and closed captions are useful in boosting YouTube search optimization. It helps in highlighting the important keywords.
To add closed captions or subtitles on your videos, you need to upload a text transcript or a file of timed subtitles. For the transcript text, you can directly enter this to a video so that it will automatically sync with the video.
As for adding subtitles, this follows a similar process. Here, you are allowed to limit the amount of text that you want to be displayed on the video.
To add subtitles, go to the video manager and select “Videos” under “Video Manager”. Find the video you want to put a subtitle with and then click the drop-down arrow right next to the edit button. There, select “Subtitles/CC”.
8. Add Cards and End Screens to increase your YouTube channel’s viewership.
When you are streaming on a video, have you seen or noticed a small white circular icon that has an “i” inside it or a bar of text that is translucent and asking you to subscribe?
Those are called Cards. According to the Creator Academy, they describe it as a preformatted notification that appears on your mobile or desktop in which you can set up to promote your brand and videos on your channel.
In a single video, you can add up to five cards. Below are the six types of cards:
- There is a card that can direct viewers to another channel that is called Channel Card.
- There is a card for donation to encourage fundraising on behalf of U.S. nonprofit organizations.
- Also, a card for Fan Funding. With this, you can ask your viewers to help support the creation of your video content.
- There is also a card that can direct viewers to an external site, approved crowdfunding platform, or merchandise selling platform. This is called as Link Cards.
- Poll cards. This poses a question to viewers which allows the latter to vote for a response.
- A card that links to other YouTube content. This is called as Video or Playlist cards.