Video SEO: 4 Best Practices to Rank Videos in Search

Screw the written word… video-based content is the new reigning, defending, undisputed champion.

BUT throwing out any old video won’t cut it.

If you want those sweet, sweet views (and the traffic that comes with them), you need to get serious about video SEO.

And no, slapping a few keywords in your title isn’t enough anymore.

It ain’t 2011 anymore, folks!

We’re talking strategies that actually work.

Lesssgo!

How Does YouTube’s Search Engine Work?

Before we jump into the strategies, let’s take a moment to wrap our heads around how YouTube’s search engine works.

I’ll break it down step by step:

1. It all starts with someone typing (or speaking) a search query into that little YouTube search bar. Think “dona angela” (FYI: her cooking is fire) or “funny cat fails compilation” (your inner eBaum’s World ain’t dead yet).
2. YouTube’s search algorithms analyze the search query and try to figure out what the searcher really wants.
3. Based on various ranking factors, YouTube’s algorithm ranks videos in order of relevance and quality. The goal? To show searchers the best possible results for their query.

And what are these mysterious ranking factors? Let’s take a look:

1. Click-Through Rate (CTR)

A high click-through rate (CTR) tells YouTube that your video is relevant and engaging, which can give you a serious ranking boost. Your video thumbnail and title are your first impression. Make them count!

2. Watch Time

This one’s a no-brainer. The longer people watch your videos, the more YouTube loves you. Think of it as a popularity contest—the more eyeballs you attract and hold, the higher you climb in the rankings.

3. Audience Retention

If people are clicking off your video after a few seconds, YouTube will think your content sucks (and so will your viewers). Keep things interesting, vary your pacing, and deliver on your promises.

4. Session Duration

YouTube wants to keep people on its platform for as long as possible (that way, they sell more ads). If your videos are so captivating that viewers end up watching a whole bunch of other videos afterward, you’re making the platform money, and they’ll reward you by ranking your videos.

5. Session Starts

If your video is the first thing someone watches when they land on YouTube (maybe from an external link), that’s a big win. You’ve essentially brought a new user to the platform, and YouTube will reward you for it.

6. Session Ends

If people are jumping off YouTube right after watching your video, that’s a bad sign. Make sure your content is engaging enough to keep them clicking on other videos (ideally, more of yours!).

7. Channel Watch Time

Consistency is key, my friend. If your channel consistently pumps out high-quality videos that keep people engaged, YouTube will see you as an authority in your niche, meaning your future videos will have a better chance of ranking high right out of the gate.

8. Upload Frequency

YouTube loves active channels. The more high-quality videos you upload, the better. Think of it like feeding a hungry beast—keep it satisfied with a steady stream of fresh content.

How to Rank YouTube Videos

With your head wrapped around YouTube’s search algorithms, let’s move on to the juicy stuff…

1. Keyword Research

I know that you know that keywords are important, but there’s more to it than just plugging a few words into YouTube Studio and calling it a day.

Here’s the lowdown:

• Think like your audience: What are they searching for? Are they looking for a quick tutorial, a hilarious rant, or a mind-blowing explainer? Get inside their heads, understand their search intent, target keywords, and tailor your video content to meet their needs.
• Don’t be afraid to get specific: Long-tail keywords are your friend. These are longer, more specific phrases that people search for. Think “how to bake a vegan chocolate cake with gluten-free flour” instead of just “chocolate cake.” Less competition and higher conversion rates—it’s a win-win.
• Embrace the question: People love asking questions on YouTube. “How do I…?” “What is…?” “Why…?” Target these question-based keywords to capture those curious viewers.

Tool Time!

For your initial seeding of ideas and general keyword research, I recommend a tool called, um, well, Keyword Tool.

They weren’t exactly breaking any originality records when they named this thing.

But hey, who cares about the name when it’s packed with keyword-finding goodness? Here’s what you need to know:

• Simple and straightforward: Type in a seed keyword (like “MMA” if you’re in the mixed martial arts niche, for example), and Keyword Tool will spit out a whole bunch of related keywords. Easy peasy.
• Filter by platform: You can filter your results by platform (YouTube, Google, Bing, Amazon, etc.) so you can focus on the keywords that matter most for your video SEO.
• Check out the competition: Keyword Tool shows you the search volume and competition for each keyword, so you can identify those sweet, low-competition gems.
• Questions, prepositions, hashtags: It even gives you keyword suggestions based on questions, prepositions, and hashtags.

Let’s see it in action:

Take a look at this screenshot. I typed in “MMA,” and Keyword Tool gave me a whole bunch of juicy keywords, like “MMA guru,” “MMA hour,” and “MMA news.”

Now, I can use this data to:

• Identify potential video topics. Looks like “MMA news” is a popular keyword with relatively low competition. Maybe I’ll create a weekly MMA news roundup video.
• Optimize my video titles and descriptions. I can use these keywords in my titles and descriptions to make sure my videos are showing up in relevant searches.
• Get inspiration for new content. Seeing these related keywords can spark new ideas for videos I might not have thought of before.

Okay, that out of the way. Want to know what keywords your competitors are using? TubeBuddy is your new best friend. This free Chrome extension lets you spy on their videos and see the exact tags they’re using (and how well they’re ranking for them).

Here’s the play-by-play:

1. Install the TubeBuddy extension: Head over to the Chrome Web Store and add it to your browser. I got you: here’s a link to the TubeBuddy extension.
2. Scope out the competition: Next to the video, you’ll see TubeBuddy’s Videlytics insights. Here, you’ll find all sorts of handy information about your competitor.
3. Uncover their keywords: At the bottom of the Videolytics panel, you’ll see Tags mentioned. These are all the keywords this video is ranking for. Click the copy button to copy all the keywords.
4. Steal their thunder: If you find a video ranking well for a keyword but is poorly optimized (like MMA World’s video—sorry guys, but you’ve missed a few tricks here), you’ve hit the jackpot. Use the best practices highlighted under TubeBuddy’s Best Practices suggestions and create a killer video that blows theirs out of the water.

TubeBuddy even allows you to scope out commenters’ terms and phrases. Simply hit the Word Cloud button above the comments and research away.

If you want to go big, you can also use TubeBuddy to dig into a channel’s page too. Just head over to their channel page on YouTube, and TubeBuddy will unleash a whole arsenal of juicy insights.

Here are the insights you’ll uncover:

• Channel Keywords: TubeBuddy reveals the channel’s keywords, giving you a glimpse into their overall content strategy. (MMA WORLD is all about “MMA,” “news,” and the “UFC.”). No big surprise there.
• Video Views: See how many views their videos are getting, which can give you an idea of what’s working (and what’s not) in your niche.
• Subscriber Growth: Track their subscriber count over time. Are they gaining subscribers rapidly? Or are they stagnating? This can tell you a lot about their audience engagement and content quality.

Copy the channel’s targeted keywords by hitting the Copy Keywords button. Use this intel to your advantage. Identify their strengths and weaknesses, spot opportunities, and create a content strategy that blows them out of the water.

2. On-Page Video Optimization

Alright, you’ve got your keywords locked and loaded. But before you hit that “publish” button, let’s make sure it’s optimized to the max.

Titles and Thumbnails

These two are the first things people see, so they need to be freakin’ awesome. Your title should be clear, concise, and keyword-rich. Think of it as a mini-headline that grabs attention and tells viewers exactly what your video is about.

And don’t forget about that thumbnail! It’s your video’s cover image, so make it visually appealing, high-resolution, and relevant to your content. A killer thumbnail will significantly boost your CTR, and that’s what we’re all about, right?

Description

Don’t underestimate the power of a well-crafted description. It’s your chance to give your video some personality and provide more context. What’s it all about? What will viewers learn? Why should they care?

Sprinkle those keywords throughout your description, but keep it natural and readable.

And for the love of all that is holy, don’t forget a call to action! Tell viewers what you want them to do after watching your video. Subscribe to your channel? Visit your website? Buy your product? Make it clear, compelling, and impossible to ignore.

Tags

Tags are like little labels that help YouTube understand what your video is about. Use a mix of broad and specific tags to cover all your bases, but keep it relevant. Don’t try to trick the algorithm with irrelevant tags—it’ll backfire.

And hey, why not do a little recon? Use tools like TubeBuddy or VidIQ (another handy tool) to see what tags your competitors are using.

3. In-Video Optimizations

Alright, you’ve nailed the on-page stuff. Now it’s time to pimp out the video itself. It’s what takes your video from “meh” to “OMG, I’m officially rabbit-holed!”

Transcripts and Closed Captions

You know transcripts and closed captions are important for accessibility. But here’s a secret: they’re also super potent for YouTube SEO.

Why? Because they give YouTube a better understanding of what your video is all about. Plus, they make your content more accessible to a wider audience (including those who might be watching with the sound off). It’s a win-win!

Cards

Cards are like those little pop-up surprises in your video. Use them to promote other videos, playlists, or even external websites. Just don’t go overboard. Keep it strategic and relevant.

End Screens

Don’t let your viewers slip away at the end of your video. Use end screens to keep them engaged and guide them to your other awesome content. Promote your channel, suggest other videos, or even link to a website.

4. Channel Optimizations

YouTube isn’t just about individual videos. It’s about building a damn good channel that keeps viewers coming back for more. And your channel’s homepage is the place where people go to get a sense of who you are, what you’re about, and whether they should smash that subscribe button.

So, how do you make your channel irresistible? Let’s break it down:

• Branding is your bestie: Consistency is king, baby! Make sure your channel art, logo, and overall aesthetic are on point.
• Channel description: This ain’t the time for a generic snooze-fest description. Tell viewers who you are, what kind of content you create, and why they should hit that subscribe button.
• Playlists: Organize your videos into playlists. This makes it easier for viewers to find what they’re looking for and encourages them to go on a viewing spree. (More watch time = more YouTube love!)
• Community: Don’t be a ghost. Engage with your viewers, respond to comments, and build a community around your channel. Make people feel like they’re part of an exclusive club.
• Featured content: Put your best content front and center on your channel homepage. This could be your latest masterpiece, a killer playlist, or a channel trailer that’ll make viewers drool.

Understanding Video SEO and Its Importance

YouTube is the second largest search engine in the world (second only to its big brother, Google).

Not to mention that YouTube is the third largest traffic referrer behind Google and Bing.

As you can tell, that’s a whole lotta eyeballs you could be missing out on.

Data source: the fine folk over at Datos and SparkToro (thanks, legends!).

Here’s the deal:

• Imagine thousands of potential customers discovering your brand through your videos. That’s the power of YouTube SEO.
• Video gives you a platform to share your knowledge, build trust, and attract a loyal following.
• YouTube isn’t just for entertainment. Use it to showcase your products, generate leads, and watch your sales numbers soar.

But Think Bigger: YouTube SEO as Part of Your Overall SEO Strategy

Here’s the kicker: YouTube SEO isn’t just about ranking on the second most-used search engine in the world, YouTube. It should also be focused on ranking on the most-used search engine, Google.

Think about it:

• YouTube videos frequently appear in Google search results. Why shouldn’t those videos be yours?
• Embed videos on your website boost engagement and time on page. Imagine a potential customer landing on your product page and being greeted by a high-quality video demo. Instant engagement metric boost!
• Build backlinks to your videos. Links from other websites are a powerful SEO signal, and they can give your videos a serious ranking boost.

See? Done right, YouTube SEO creates a connected, engaged experience that drives traffic, boosts visibility, and helps you achieve your overall business goal: making serious bank!

Conclusion and Next Steps

At Loganix, we eat, sleep, and breathe SEO (and dream in keywords). We’ve helped countless businesses achieve SEO success, and we can do the same for you.

Ready to take your website to the top of Google (and beyond)?

💥 Head to our SEO services page, and let’s kick this thing off with a bang! 💥