What should YouTube SEO levers be
used to give visibility to its videos and generate income on Google's platform?
Ten years ago, marketers mainly
published textual content: blog articles, white papers, etc. But in 2020, a
complete content strategy must necessarily include videos - THE format that has
become essential - which, in turn, has every interest in being optimized to
gain positions on YouTube. For this, it is necessary to operate the levers of YouTube
referencing.
Impossible to ignore the place
taken by video on the Web. This is the fashionable format: the average viewing
time per Internet user and per day has fallen from 67 minutes in 2017 to 84
minutes in 2019. It should reach 110 minutes in 2021 - the equivalent of 25
cumulative days ( Online Video Forecasts 2019). The marketing world has adapted
quickly: 97% of marketers believe that this format helps users better
understand their products or services, and 76% of companies have boosted their
web traffic and sales by offering videos. On the platform side, YouTube
provides the best performance for 90% of content producers. They are 87% to
have posted on this site in 2018.
Why YouTube? Because the platform
displays impressive figures: the world's 2nd largest search engine by volume of
traffic behind Google (its parent company) has 2 billion monthly users, who
watch 1 billion hours of video every day, in around 100 countries and 80
languages. Every minute that passes, 300 new hours of images are uploaded
(YouTube figures).
But this medal has a downside:
the more the number of videos grows, the more difficult it is to give
visibility to his creations. This is where SEO on YouTube comes in: a set of
levers to improve the positioning of a video or channel on the platform to
generate views. This, based on the criteria dictated by the operation of the
internal algorithm.
What are the SEO criteria on YouTube?
SEO experts have deciphered how
this algorithm works and drawn guidelines for optimizing videos. This shows a
strong correlation between the number of views enjoyed by content and its
positioning in search results on a given query.
Indeed, other parameters come
into play for SEO on YouTube, especially when it comes to optimizing a video
that has just been uploaded. For getting the best SEO services, visit SEO
company in Pakistan.
Keywords
As in natural referencing,
keywords and their synonyms are essential levers for optimization. These
"video keywords" must reflect both the subject covered in the
content, the users' requests, the targeted targets, and the sector of activity.
A right balance between the popularity of the keyword and its competitiveness,
and a relevant integration of the chosen term in the tags, are essential
prerequisites for effectively ranking a video on YouTube.
The fields
The fields that
"surround" a video have a dual objective: to inform users and make
them want to launch the content and give indications to the YouTube algorithm
on its relevance to the searches carried out. These fields are title,
description, and tags. They should ideally contain the keywords worked.
Viewing time
The levers of YouTube referencing
are based on the platform's economic model: retaining Internet users so that
they always watch more videos, and therefore advertisements. Consequently, the
time spent watching content is a significant optimization lever.
The interactions
The actions carried out by
Internet users around a video ("liking," writing comments,
subscribing to the channel, clicking on other videos, etc.) are powerful levers
for SEO on YouTube. Therefore, they must be encouraged to interact with the
content via a set of techniques: disseminate CTAs in the video description, or
even in the range as such; explicitly invite Internet users to
"like," leave comments and subscribe to the channel; etc.
Optimization levers outside YouTube
The traditional levers of
Google's natural referencing also make it possible to optimize videos on
YouTube, indirectly. The positions gained in the results of Google send the
right signals for SEO on YouTube, the two platforms being linked by their
respective algorithms. These levers are as follows: integration of video into
articles published on the Web, creation of backlinks, promotion of content
(email, social networks, etc.), etc.
Click-through rate
Even if it is not decisive in SEO
on YouTube, the number of views has an individual impact. Especially since a
high click-through rate often has a corollary of a large volume of
interactions: the more views a video displays, the more likely it is to be
liked, commented on, and shared. It is therefore essential to operate levers to
boost the click-through rate: attractive title, keywords well positioned in the
fields, personalized thumbnail (or "thumbnail": this is the image
that appears on the page results), choice of content format ( vlog, animation,
tutorial, "face-cam," etc.), the existence of an optimized channel to
which the video is linked, translated content intended for foreign language
Internet users, etc.for example if a user want to buy
Therefore, a video on YouTube can
be optimized in the same way as textual content on Google. But on the exact
condition: offer quality and bring added value to Internet users!
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