How To Get More Views on YouTube & Improve Your Video SEO
How do you get more views on Youtube? It is a question that many people have asked our marketing company over the years. As a marketing agency, we want to be a resource to businesses that are looking to improve their marketing. In an effort to do so, we have taken the time to provide a guide on how to get more views on YouTube and improve you video SEO skills.
So you just have approved your video that has been edited and produced by a professional video production team. Now how do you get people to view it? Marketers often struggle to gather views from potential clients in the marketplace due to a poor video distribution strategy.
In this guide on how to get more views on YouTube, we will explain:
- Why videos fail on YouTube (YouTube's four ranking factors)
- How to conduct video keyword research step by step
- How to optimize your YouTube videos
- How to optimize your YouTube channel
If you want your video to gain traction with potential customers, you have to know how to optimize your video. Posting a video to YouTube has now turned into a skill instead of just a task. Even as the second largest search engine in the world, only 9% of small businesses are active on YouTube. This means that 91% of small businesses are missing out on the potential that YouTube has. And if your business doesn’t think that YouTube is the right channel to be posting on….according to a Google IPSo study, 68% of YouTube users in the US watched YouTube to help make a purchase decision.
Why Videos Fail on YouTube
Videos fail on YouTube for two main reasons. They’re optimized around the wrong keywords or they’re optimized the wrong way. YouTube measures how people interact with videos, so it is important to know what video ranking factors YouTube uses to show videos. Here are YouTube’s four video ranking factors:
- Total Watch Time
- #1 most important ranking factor
- Total amount of time that people have spent watching your video, collectively
- The more time someone spends on YouTube, the more money a company can make from advertising
- That is why YouTube promotes videos that keep people on YouTube longer
- Engagement Signals
- What YouTube measures
- Video Likes
- Adding your video to a playlist
- What YouTube measures
- Audience Retention
- Percentage of each video that people watch
- Keyword Optimization
- Much different keyword research process than trying to rank on Google
How To Conduct Video Keyword Research Before Your Make Your Video Production Process
Contrary to popular belief, there is a whole different process when conducting keywords research for a video rather than a website. It takes a lot of exploring and examining to find the perfect keywords for your video. There are three major steps on how to properly conduct video keyword research.
Step 1: Make a List of Proven Topics That Have Worked for Your Competitors or Businesses Within Your Industry
The first thing you want to brainstorm is what your video topic will be. To find some inspiration, check out proven topics from competitors or industry related channels. To do this:
- Go to a company’s YouTube channel
- Check the “Videos” tab
- Sort by “Most popular”
- Make a list of video topics
- Repeat this process for other competitor channels until you have a 5-10 video topics
Another option to brainstorm video topics is to check out competitor and industry blogs. As a matter of fact, topics that do well in blog posts also tend to do well as a video.
- Go to a competitor’s blog
- Look at the last 10 posts in their blog feed
- Repeat this process for at least 2 additional blogs
Once you have your list, it is time to decide what topic you want to create a video around!
Step 2: Create You Video Keyword List
So now that you have a video topic, it is now time to create a list of keywords that will be input in your video. Most people would think that using Google Keyword Planner would be an optimal tool to use to research keywords, but it is almost impossible to get accurate YouTube search volume information using Google Keyword Planner.
A great tool that is located right on YouTube, is YouTube Suggest.
- Log into YouTube
- Type in a term from your topic list (in 1-2 words) into the search bar at the top
- Don’t press enter, check out the search terms that YouTube produces for you
- Write down a few of the keywords that YouTube suggests that are relevant to your video topic
- You can also type in a single letter of a word and it will suggested words that begin with that letter
- PRO TIP – Put an underscore before your keyword and YouTube will show you suggestions that show words that show before your keyword
- Write down 5-10 keywords from this suggested list from YouTube
Another great site to use is VidIQ, which is a tool that generates keywords specifically for YouTube videos. VidIQ provides all the tools brands need to reach their video marketing goals. The vidIQ platform allows users to maximize organic reach, build brand awareness and recall, and leverage audience insights to drive growth.
- Visit www.VidIQ.com
- In the dashboard, click on the magnifying glass and click keyword research
- Search for terms based on the topics that you came up with (Boil down topics to 1-3 word search terms)
- Create a list of about 5 keywords from VidIQ
You can also find closely related videos using Tubular Labs, but this tool only works if you already have an existing YouTube channel. Tubular Labs is the only analytics software dedicated to giving users comprehensive and actionable video intelligence. Tubular helps users get more from their talent, content, and sponsorship investments through their industry leading technology and insights.
- Sign up for Tubular Labs account and connect it to YouTube account
- Click on Insights and then click on “Videos Also Watched”
- Focus on videos that are closely related to your channel
- When you see a video that relates, go to their YouTube channel
- Click on the video that Tubular Labs suggested and look at the video tags used in that video.
- Make a list of about 3-5 that closely relate to your video topic
Using your competitor’s YouTube channels again, you can discover proven video keywords by looking at video tags that they have used in their published videos.
- Go to a competitor’s YouTube channel’s most popular videos
- Right click on the video page and click on “View Page Source”
- Then use control + “F” (the find shortcut on a computer) to search for “Keywords”
- The “keywords” are the tags that are being used by that video
- Add tags that fit your video to your list
Step 3: How to Pick The Best Keywords for Suggested Video Optimization
Contrary to popular belief, you should actually optimize your videos around high-competition keywords that are easy to rank for in YouTube search. The reason for this is because competitive keywords help you get more views from the “Suggested Videos” sidebar section of YouTube.
Most channels only get around 10-20% off their views from organic YouTube searches. A majority of a video’s traffic comes from the “Suggested Videos” and “Browse Feature Videos” (videos that appear on a person’s homepage) section. When people do not receive many views on their videos, it is mainly because they optimize videos for YouTube search results, when in reality a video appearing in the “Suggested Videos” section has two to five times more potential to generate views.
In the end, you want your videos to be attracted by highly competitive search terms. Using the VidIQ tool mentioned earlier, you could look at how many search results are optimized around a keyword by utilizing their built in “Competition Score” section. Simply plug in keywords to this section and choose high scoring keywords that are relatable to your topic. Another option to find highly competitive keywords is to manually plug in a keyword into YouTube search and see how many search results appear.
Once you have your list of keywords and their competitive statistics, you are ready to pick out about seven keywords for your video!
How to Optimize Your Video
Once you have uploaded your video to YouTube, you have to take some more necessary steps to ensure that your video is optimized for YouTube searches.
- Optimize Your Video Title
- Include target keyword once in your title
- Keyword in beginning of title makes a huge difference
- Write and Optimize Your Video Description
- You want your video descriptions at least between 200 and 300 words
- The more content you write, the more context you give YouTube about your video
- Write a description that outlines your video
- You want to include your target keyword two to three times in the description
- Make sure one of those times is in the first sentence of your description.
- Optimize Your Video Tags
- Have a small set of very clear title tags
- Include target keyword as first video tag
- YouTube puts big emphasis on first video tag
- Others should be variations of your target keywords (2-3 others)
- 1-3 general terms that include an overall topic or industry
- Finally look at tags that popular videos on your topic use (Use 1-2 of those in your video tags)
- 5-10 tags recommended
- Say your target keyword in your video
- Google & YouTube can listen to your videos, even without a transcript
- It is optimal to say keyword 1-2 times in video
- Create and Upload a Transcript
- Videos with transcript get more views than videos without a transcript
- Your transcript becomes a type of “written” content for your video that Google can crawl and search for keywords. This can be added to the metadata for your video and results in a powerful synergy that not only helps your video rank higher on YouTube, but on Google as well.
Optimize your YouTube videos Using YouTube Analytics
Just like analyzing your website’s Google Analytics, going through your video analytics on YouTube can be very beneficial when brainstorming video concepts in the future.
When looking at your YouTube Analytics, you want to discover the successful parts of each video you have already published. Take a look at your videos that are great content and performing well. You can tell which ones are performing the highest by looking at your YouTube Analytics under the “Average Percentage Viewed” section.
You are going to want to identify the peaks of these videos
- Head to your company's Creator Studio
- Go to the Audience Retention section of YouTube Analytics
- Grab your three videos with the highest audience retention
- Type in your three highest performing video titles
- Click on “relative audience retention”
- Relative audience retention shows how your audience retention compares to videos of the same length
- Look for peaks in audience video (above average or high as a peak)
- Peaks identify specific things in the video that work well with your audience
Once you have identified your highest performing videos and the parts of each video that your audience seems to find beneficial, you can use those ideas to brainstorm other videos.
Optimize Your YouTube Channel
Having an optimized YouTube channel can also increase your video’s search rankings on YouTube. The three most important sections of your channel you want to keep optimized are your playlists, about section, and subscribers.
- Playlists can boost video views and session time
- When someone visits your channel and clicks on a playlist, YouTube automatically plays all the videos in that playlist
- Each playlist should contain about 5-10 videos
- Group videos that cover similar topics together and give them a descriptive name
- Once a playlist is created, write a playlist description that describes the videos you included
- Create a “New Here” playlist – highlight reel of your best videos
- How to Structure playlists
- A “New Here” playlist at the top featuring your most important videos
- Create a “Recent Uploads” playlist
- Create 2-3 other playlists on topics that you cover most
- Fill out channel’s about section with approximately 100 words of descriptive, keyword-rich content
- Highlight and briefly describe what makes your channel unique
- Touch on the types of topics you cover on channel
- Make sure to use specific keywords to describe topics
- Use keywords that your videos are optimized around
- Add channel keywords
- 7-9 keywords
- Make your keywords terms that you want your videos to rank for
- Update your channel icon
- Include log and tagline in your YouTube Banner
- Create a “channel trailer” video to introduce new viewers into subscribers
Now that you know everything there is to know about how to get more views on YouTube and improve your video SEO skills, you are ready to try it out on your own! As a professional full service marketing agency in Tampa with an expert video production team, Farmore has helped many clients increase their online video presence through the creation and distribution of videos. If you have any questions, feel free to contact us!
About The Author
As the Director of Internet Marketing, Tyler is responsible for overseeing the management of Farmore and their client’s brands, including consumer insights, digital marketing, agency management, marketing effectiveness, social responsibility, and employee communications.
After growing up in Connecticut, he moved to the Tampa area as an experienced marketing professional in 2016. Tyler’s professional marketing and advertising career includes more than 5 years of working in an array of marketing departments across many industries.
Tyler holds a Bachelor's degree in Sports & Business Administration from the University of Connecticut.