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Video-SEO for YouTube.

Making content more visible on YouTube

By Nicolai Fleckenstein

With a market share of approximately 80%, YouTube is the clear market leader among video sharing platforms. Approximately 400 hours of new video footage is uploaded per minute, resulting in a huge amount of movies, music videos, documentaries, tutorials, etc. available to the user on demand. YouTube is the first point of contact for the majority of users looking for moving image content. Due to the high popularity of video content, it is not surprising that YouTube search for Google is now the second most frequented search engine for search queries. In addition, the search function of the parent company Google uses the results of the YouTube search.

These findings raise the question of how to design your own video content in such a way that it is prominently placed in the search results on both YouTube and Google, thereby achieving higher reach and click numbers. The Google Family Products search algorithms are made up of a number of factors of varying importance, such as the first 24-hour recall rate, interactions, thematic relevance to the user, and so on. 

At the same time, however, the video-accompanying content also plays an important role, as they communicate to both search bots and the users what to expect from the video. Therefore care should be taken on the accompanying text, metadata and categories  to increase the chance of the video appearing high up in search result queries.

The Upload

When uploading the video attention should be paid  to a meaningful file name. Although this is not visible to the user, it is still read by YouTube and is included in the evaluation.
So for example: "Documentation-Wall Fall-1989-in-Berlin" instead of "VID2659-Mauer_final"

The Video Information

These provide both the search algorithm and the users with the most important and relevant information about the content of the video. They can be edited directly after uploading the video, as well as at any time later in the video manager.



Under 'General Information' the  video title, description and the tags can be set.

The video title is the most important of all meta-data. The video title should briefly and succinctly reflect the subject of the video and feature the most important keyword. When setting the video title, it helps to put yourself in the role of the user and to think about what term you would look for yourself if you want to watch this video. Keywords can be worked out by asking the production team or using tools such as Google Keyword Planner. 

The description includes an accompanying text, which may be up to 5,000 characters long. The more concisely this information can be given the better. In addition to the topic contributors, creation dates, locations, background information can be included. Again, the use of keywords here is essential.

The tags allow video to be associated with specific topics. Here general tags such as "music" or "live" can be used alongside more specific tags such as "folk rock" or "Christmas concert".

Translations

For a video to be appropriate for a wider range of countries, the video title and description can be translated into several languages in the "Translations" tab.



Advanced settings

In the advanced settings, the category and the video language are particularly important for video SEO. Under 'categories' It's vital for the video to be assigned the correct topic and the video language is correctly specified.



In addition, there is an option to select the thumbnail. This should be a meaningful and appealing still image of the video to encourage the user to click on the video link.

Subtitle

Subtitles can be created for each video. These are intended for viewers who can not or do not want to hear sound while watching the video. Thus, they represent both an important part of the accessibility, as well as another aspect of the video SEO. The search engines use the transcript to understand what the video is about.



Continuing the User Journey

It is possible to show in the video links to other posts or playlists of the channel as well as other channels and websites. This can be used as a way to keep the user watching content on the uploader's channel. The longer the users stay on a channel, the more relevant their content is rated by YouTube. YouTube also dynamically presents the most recently uploaded content or content which is similar to that just watched by the user.



Interaction Promotion

YouTube also rates the video according to the number of views and interactions, especially within the first 24 hours. So it's worth promoting the post right after the upload and requesting interaction, such as a specific question or discussion at the end of the video, in the description or notes. Continuing to get involved with the users by replying to comments will help build user loyalty and repeat viewings

Summary

- Select a descriptive file name
- Include a meaningful video title and detailed description
- Select suitable tags
- Set category and video language
- Select an enticing preview image
- Include subtitles
- Link notes
- Encouraging interaction