YouTube is not only the most popular online video platform on the planet. It has also become the second canada phone number details most used search engine on the Internet worldwide , behind, of course, Google. Data collected by Mushroom Networks underscores that YouTube registers more than 3 billion searches per month, higher than Bing, Yahoo !, Ask and AOL combined.The conclusion drawn from this fact is simple: implementing an organic positioning strategy in Google for a website is basic; But working on SEO optimization on YouTube of video content is the differential point for a brand to naturally stand out above the competition in the online environment.Why include YouTube within a global marketing strategy?
According to the SEO World Rankings 2020 by Searchmetrics , YouTube is the second domain with the highest visibility within Google’s organic results . In addition, according to this study, which Searchmetrics conducts each year in 16 countries (including the United States, France, Spain, Italy or Germany), YouTube is reducing the prominence of the number one web: Wikipedia. The latter has lost visibility in 10 of the 16 countries in the last year, while YouTube has gained it in 14.As if this were not enough, keep in mind that a well-optimized YouTube video is capable of succeeding both on and off YouTube . For example, in Google SERPs, where it will be displayed in featured widgets and formats (such as video carousels) apart from traditional snippets . In fact, Google tends to privilege videos on its results pages when Internet users inquire about reviews, tutorials, exercise routines or instructions to carry out a task . These types of searches are also the ones that have grown the most worldwide during the confinement stages due to the coronavirus crisis., at which time users have been interested in recipes, training, online training and, in general, all kinds of activities to develop at home .
YouTube videos with exercise routines, among the best positioned in GoogleAttracting the user: SEO optimization keys on YouTube
Attracting organic traffic on YouTube requires attention to detail in every video . There are, gulf email list of course, ingredients that should not be lacking, such as creativity or the interest of the message . But you also have to pay attention to other factors that help contextualize the video and that it is valued as relevant by search engines.. Keywords, the basis of all work
As in any other marketing action, in SEO optimization on YouTube the first thing to do is research . What terms do users use to search for similar content? What keywords do the most successful competitor businesses include in their videos? Finding out is possible thanks to specialized keyword analysis tools on YouTube such as Ahrefs, Keyword Tool, Wordtracker, Google Trends or YouTube’s own autocomplete. The Google Ads Keyword Planner also gives some clues, but beware: its patterns are those that users follow within Google, not on other platforms. Do not lose sight of it. Pamper everything that surrounds the video
Once the keywords that will constitute the backbone of the SEO work have been selected, they must be included in the optimization of the following elements:
Qualification. It must not exceed 60 characters to avoid being cut off in the SERPs, and better if it does not exceed 50. Most of the video titles that are placed in the first 20 positions of the search results remain at 47- 48 characters, alerts a study by Briggsby .
Description. The same analysis advises writing around 300-350 words in this section, aiming for a keyword density of 3% as a reference.
Labels. They delimit the theme of the videos, facilitating their ranking by search engines.
Subtitle. Adding a transcript is a good idea, and not just for accessibility reasons: it helps Google and YouTube interpret the content of the video.
Miniature. It must be striking and with a title that invites the click. YouTube points out that 90% of the videos that work best on the platform have a personalized thumbnail .
SEO optimization on YouTube to promote conversions
In addition to getting visibility and capturing clicks, there are other SEO optimization initiatives that serve to move the user to action. With regard to the presentation of content within YouTube, good results are achieved by including in the description links to related pages of the website and other social profiles of the brand. This can be reinforced by adding cards (YouTube Cards) and end screens that suggest new videos, playlists or channels to the viewer; to be encouraged to answer a survey; or redirect you to external content.Outside of YouTube, a good practice would be to share the video in other spaces, such as the brand’s blog, or on social networks, to create synergies between the different channels. Messages to the target should encourage engagement , inviting users to interaction through channel subscriptions, likes and comments.In short, it is about increasing both the number of reproductions and the average viewing time , metrics that, the more bulky they are, the more authority they will grant to each content and the channel.In parallel to the development of organic content, YouTube presents great advertising possibilities to impact highly segmented audiences and in different phases of the buyer’s journey . It has innovative ad formats such as TrueView for Action , which aims to provoke a reaction from the user.