{"id":81626,"date":"2020-06-24T11:36:07","date_gmt":"2020-06-24T18:36:07","guid":{"rendered":"https:\/\/www.bruceclay.com\/?p=81626"},"modified":"2023-09-04T18:11:57","modified_gmt":"2023-09-05T01:11:57","slug":"cmo-guide-to-youtube-seo","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/","title":{"rendered":"A CMO\u2019s Guide to YouTube SEO in Less Than 5 Minutes"},"content":{"rendered":"<p><em>This article is part of a series where we summarize SEO topics in less than five minutes.<br \/>\n<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"420\" class=\"aligncenter size-full wp-image-81628\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/youtube-results-800px.jpg\" alt=\"YouTube video search results.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/youtube-results-800px.jpg 800w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/youtube-results-800px-300x158.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/youtube-results-800px-768x403.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>YouTube is <a href=\"https:\/\/www.alexa.com\/siteinfo\/youtube.com#section_traffic\" target=\"_blank\" rel=\"noopener noreferrer\">the second most visited website<\/a> according to Alexa. With <a href=\"https:\/\/www.statista.com\/statistics\/272014\/global-social-networks-ranked-by-number-of-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">2 billion<\/a> active users, the platform uploads <a href=\"https:\/\/www.tubefilter.com\/2019\/05\/07\/number-hours-video-uploaded-to-youtube-per-minute\/\" target=\"_blank\" rel=\"noopener noreferrer\">more than 500 hours<\/a> of video content <em>per minute<\/em>.<\/p>\n<ul>\n<li><a href=\"#youtube-marketing-channel\"><strong>YouTube as a Marketing Channel<\/strong><\/a><\/li>\n<li><a href=\"#youtube-seo-nutshell\"><strong>YouTube SEO in a nutshell<\/strong><\/a><\/li>\n<li><a href=\"#faq-how-can-I-optimize-youtube-marketing-strategy-boost-visibility-rank-google-search-results\"><strong>FAQ: How can I optimize my YouTube marketing strategy to boost visibility and rank in Google search results?<\/strong><\/a><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-81633\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/social-networks-traffic-graph.png\" alt=\"Statista graph of social networks by traffic.\" width=\"720\" height=\"694\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/social-networks-traffic-graph.png 720w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/social-networks-traffic-graph-300x289.png 300w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><br \/>\n<em>Most popular social networks worldwide as of April 2020, per <\/em><a href=\"https:\/\/www.statista.com\/statistics\/272014\/global-social-networks-ranked-by-number-of-users\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Statista<\/em><\/a><\/p>\n<h2><a id=\"youtube-marketing-channel\"><\/a>YouTube as a Marketing Channel<\/h2>\n<p>It\u2019s safe to say that YouTube is a marketing channel worth exploring, but for more reasons than just being found on YouTube. Google also integrates YouTube videos into its search results. Quite often, actually.<\/p>\n<p>As you can see with this snapshot of the <a href=\"https:\/\/www.searchmetrics.com\/knowledge-base\/serp-features-monitor\/\" target=\"_blank\" rel=\"noopener noreferrer\">SERP Features Monitor<\/a>, videos show up more than most other features on the search results page:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-81632\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/serp-features-graph-e1593022852398.png\" alt=\"SERP features chart showing frequency.\" width=\"722\" height=\"566\" \/><\/p>\n<p>And you can bet that those videos will be YouTube videos. Google owns YouTube, and videos from the platform tend to find favor in the search results.<\/p>\n<p><a href=\"https:\/\/blog.searchmetrics.com\/us\/universal-search-2015-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">This data<\/a> is five years old now but shows that even back then, YouTube videos accounted for more than 80% of videos displayed in the search results.<\/p>\n<p>Of course, videos show up more for some queries than others. Searches for how-to instructions, tutorials and reviews can often trigger videos as part of the search results. If your website contains this type of content, then YouTube SEO is especially important.<\/p>\n<p>In some cases, these videos will claim a featured snippet at the top of the page, aka \u201cPosition 0\u201d \u2014 like this one on how to tie a shoe:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-81631\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/video-results-in-google.png\" alt=\"Google results with videos from YouTube.\" width=\"575\" height=\"878\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/video-results-in-google.png 575w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/video-results-in-google-196x300.png 196w\" sizes=\"(max-width: 575px) 100vw, 575px\" \/><\/p>\n<p>In 2018, Google began showing <a href=\"https:\/\/searchengineland.com\/google-replacing-video-boxes-with-video-carousel-on-desktop-search-300491\" target=\"_blank\" rel=\"noopener noreferrer\">video carousels<\/a> for desktop searches. With a video carousel, searchers are presented with a video box that prompts them to scroll horizontally in order to view all the results.<\/p>\n<p>You\u2019ll first see the top three video results without having to scroll. This is like the top three organic blue links on a page \u2014 the coveted positions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-81630\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/video-carousel-e1593023115556.png\" alt=\"Video carousel shown in Google search results.\" width=\"722\" height=\"353\" \/><\/p>\n<h2><a id=\"youtube-seo-nutshell\"><\/a>YouTube SEO in a Nutshell<\/h2>\n<p>You may think that ranking well within the YouTube platform means that you will automatically rank well in the Google search results for the same query. Not so. In fact, there has been a lot of research on this, which you can view <a href=\"https:\/\/searchengineland.com\/report-shows-youtube-and-google-video-ranking-algorithms-differ-widely-304277\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a> and <a href=\"https:\/\/blogs.perficient.com\/2017\/07\/19\/ranking-videos-on-google-and-youtube-study-shows-how-they-differ\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<p>So how do you increase the chances of your YouTube videos showing up for a Google search?<\/p>\n<p>It starts with understanding that you should research and optimize a YouTube video as well as you would a webpage. Here are some basic steps:<\/p>\n<h3>1. Target the queries that most often show video results and then make videos for them.<\/h3>\n<p>The success of your video marketing first relies on your targeted keywords. In <a href=\"https:\/\/blogs.perficient.com\/2017\/11\/29\/google-ranking-query-diversity-and-video-position-bidding-eric-enge-in-conversation-with-googles-gary-illyes-at-pubcon-2017\/\" target=\"_blank\" rel=\"noopener noreferrer\">a conversation<\/a> a few years back at PubCon, Google\u2019s Gary Illyes suggested that if you see video results for a target query, you should consider making your own video for it. Do thorough research to identify keywords and trends.<\/p>\n<h3>2. Use optimization techniques that signal to the search engine that the video is relevant to the search.<\/h3>\n<p>YouTube SEO includes things like:<\/p>\n<ul>\n<li>Using your targeted keyword(s) in your video file name<\/li>\n<li>Optimizing the video\u2019s title with targeted keywords<\/li>\n<li>Creating a detailed video description and optimizing it with targeted keywords<\/li>\n<li>Using the \u201ctags\u201d feature in YouTube to categorize the video with targeted keywords in it<\/li>\n<\/ul>\n<p>If you\u2019re not making videos for YouTube as part of your marketing strategy, you\u2019re certainly missing out on the chance to be found on YouTube. But perhaps more importantly, you\u2019re missing out on another chance to rank in the Google search results.<\/p>\n<p><strong><em>For more details, see our article on <a href=\"https:\/\/www.bruceclay.com\/seo\/optimize-multimedia-content\/\">optimizing videos for SEO<\/a>. If you found this post helpful, please share it! You can also <a href=\"https:\/\/www.bruceclay.com\/subscribe-to-blog-updates\/\">subscribe to our blog<\/a> to receive all our posts.<\/em><\/strong><\/p>\n<h3><a id=\"faq-how-can-I-optimize-youtube-marketing-strategy-boost-visibility-rank-google-search-results\"><\/a>FAQ: How can I optimize my YouTube marketing strategy to boost visibility and rank in Google search results?<\/h3>\n<p><span style=\"font-weight: 400\">YouTube has become a powerful tool for marketers aiming to expand their online presence and reach a wider audience. However, with millions of videos vying for attention, it&#8217;s crucial to employ a strategic approach that not only enhances your visibility on YouTube itself but also secures a coveted spot in Google search results. These six tactics can help you build your YouTube marketing strategy:\u00a0<\/span><\/p>\n<ol>\n<li><strong> Content is King:<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Your YouTube marketing strategy should begin by producing engaging, high-quality content. Make an effort to understand the needs, wants, and interests of your target audience before creating engaging video ads for YouTube. Craft videos that resonate with your viewers and provide value.<\/span><\/p>\n<ol start=\"2\">\n<li><strong> SEO Optimization:<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Keyword research is pivotal. Identify relevant keywords and phrases that potential viewers might use to find content similar to yours. Integrate these keywords naturally into your video titles, descriptions, and tags to improve your video&#8217;s search ranking.<\/span><\/p>\n<ol start=\"3\">\n<li><strong> Compelling Thumbnails:<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Design eye-catching thumbnails that entice viewers to click on your video. A visually appealing thumbnail can significantly boost click-through rates, increasing your video&#8217;s visibility.<\/span><\/p>\n<ol start=\"4\">\n<li><strong> Video Length and Engagement:<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Strike a balance between video length and engagement. Longer videos should be engaging throughout, while shorter ones should quickly capture the viewer&#8217;s attention. Encourage likes, comments, and shares to boost engagement, as this can signal video quality to YouTube&#8217;s algorithm.<\/span><\/p>\n<ol start=\"5\">\n<li><strong> Consistency Matters:<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Consistency is key to building a loyal subscriber base. Stick to a regular uploading schedule, whether it&#8217;s daily, weekly, or monthly. This helps establish trust with your audience and keeps them coming back for more.<\/span><\/p>\n<ol start=\"6\">\n<li><strong> Leverage Analytics:<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Utilize YouTube&#8217;s analytics tools to gain insights into your audience&#8217;s behavior. Monitor metrics such as watch time, audience retention, and traffic sources. Adjust your strategy based on this data to continually improve your content.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article is part of a series where we summarize SEO topics in less than five minutes. YouTube is the second most visited website according to Alexa. With 2 billion active users, the platform uploads more than 500 hours of video content per minute. YouTube as a Marketing Channel YouTube SEO in a nutshell FAQ: [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":81628,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1891,1889,1232,498,1888,1890],"acf":[],"yoast_head":"<title>BruceClay - A CMO\u2019s Guide to YouTube SEO in Less Than Five Minutes<\/title>\n<meta name=\"description\" content=\"A quick overview of why YouTube SEO matters and how to optimize YouTube videos to rank in Google Search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A CMO\u2019s Guide to YouTube SEO in Less Than Five Minutes\" \/>\n<meta property=\"og:description\" content=\"A quick overview of why YouTube SEO matters and how to optimize YouTube videos to rank in Google Search.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-24T18:36:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-05T01:11:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/youtube-results-1200px.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bruce Clay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/06\/youtube-results-1024px.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@bruceclayinc\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bruce Clay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/\",\"name\":\"A CMO\u2019s Guide to YouTube SEO in Less Than Five Minutes\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2020-06-24T18:36:07+00:00\",\"dateModified\":\"2023-09-05T01:11:57+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/efe2253985cb608dfc329890aec6387b\"},\"description\":\"A quick overview of why YouTube SEO matters and how to optimize YouTube videos to rank in Google Search.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/cmo-guide-to-youtube-seo\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bruceclay.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"A CMO\u2019s Guide to YouTube SEO in Less Than 5 Minutes\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bruceclay.com\/#website\",\"url\":\"https:\/\/www.bruceclay.com\/\",\"name\":\"Bruce Clay, Inc.\",\"description\":\"SEO and Internet Marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bruceclay.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/efe2253985cb608dfc329890aec6387b\",\"name\":\"Bruce Clay\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6ee3958a961521adf7b1d2bfe928dcb5?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6ee3958a961521adf7b1d2bfe928dcb5?s=96&d=retro&r=g\",\"caption\":\"Bruce Clay\"},\"description\":\"Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. 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