YouTube SEO: How to rank videos and get more views

According to recent research, in 2024, YouTube attracted more than 2,7 billion users every day -- and collectively, they watched more than 1 billion hours of content every day too.

Those are tremendous numbers -- and, for businesses, they showcase an immense opportunity for reaching a large audience. However, with so much content being uploaded every day, it can be challenging for videos to stand out and get the desired views.

That's where YouTube SEO comes in -- it helps you optimize your video content organically, so it can reach more people searching for exactly what you have to say.

Want to know how to run YouTube SEO successfully (straight from the best YouTube SEO experts in the world?)

Keep reading and find out more.

What is YouTube SEO?

SEO stands for Search Engine Optimization, and it is the process of optimizing digital content to rank higher on search engine results pages (SERPs). Similarly, YouTube SEO refers to the techniques used to optimize videos to rank higher on YouTube's search results.

YouTube's algorithm uses various factors such as video title, description, tags, view count, watch time, and engagement metrics like likes and comments to determine a video's ranking. By implementing proper SEO strategies, you can reach more people at a lower cost than through other methods (like paid advertising, for example.)

How does YouTube SEO work 

Nobody knows the specifics of YouTube's algorithm for pushing results in search -- but we do have a pretty good idea of what matters most for ranking on YouTube. Some of the most important ranking factors include:

• Watch time: the total amount of time viewers spend watching your video and longer watch times signal quality content
• Engagement: refers to actions like likes, comments, shares, and subscriptions which indicate viewer interest and interaction
• Keywords in your title and description: they help YouTube understand what your video is about and improve its discoverability
• Video quality such as HD resolution: these can affect rankings as viewers often prefer higher quality content
• Click-through rate: the percentage of people who click on your video after seeing it in search results or suggestions
• Tags: provide additional context about your video content and help YouTube categorize it correctly
• Thumbnail attractiveness: it can influence viewers’ decision to click on your video, impacting overall performance
• Upload frequency and consistency: these markers help establish your channel's credibility and retain regular audiences over time



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How to do YouTube SEO (the right way) 

YouTube SEO is not rocket science -- but it does require attention to detail, consistency, and effort. While there is no one-size-fits-all formula for success, you can follow these steps to improve your video rankings:

Know your audience

To effectively optimize your content, it’s crucial to deeply understand your audience. Start by identifying their preferences, pain points, and the type of content they are searching for on YouTube. Use YouTube Analytics to gather insights such as demographics, watch time, and audience retention. These metrics can help you tailor your content to your viewers' specific needs.

Additionally, consider engaging with your audience directly through comments, polls, or community posts to gain a better sense of what they want to see. Create a customer persona that represents your typical viewer to focus your content strategy. Understanding your audience allows you to craft videos that resonate more, increasing the likelihood of likes, shares, and subscriptions—key metrics that directly influence your video rankings. Remember, the better you know your audience, the more impactful your content will be.

Set clear goals

Setting clear goals is essential for guiding your content creation process and measuring your success. Begin by defining what you aim to achieve with your videos—whether it's increasing brand awareness, driving more traffic to your website, growing your subscriber base, or educating your audience on a specific topic.

By establishing specific, measurable, achievable, relevant, and time-bound (SMART) goals, you can create a focused strategy that aligns with your overall objectives. This clarity ensures that every piece of content you produce serves a purpose and contributes to your broader vision.

Once your goals are set, break them down into actionable steps, such as planning a content calendar, analyzing performance metrics, or experimenting with different formats to determine what resonates most with viewers.

When you consistently refer back to your goals, you remain aligned with your mission and can adapt your approach to improve results. Having a clear direction not only keeps you motivated but also helps you maintain consistency, which is crucial for building trust and loyalty among your audience.

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Run in-depth keyword research 

Keyword research is the process of identifying the words and phrases your target audience is searching for online, which can help guide your content creation strategy and boost your visibility in search engines. By understanding the terms people use, you can align your content with their needs and improve the chances of attracting meaningful traffic.

Here's how to run keyword research for your YouTube videos:

1. To begin, consider brainstorming a list of topics related to your niche, analyzing your competitors’ content for relevant terms, and exploring search engine suggestions for additional ideas.
2. Use a specialized tool (like Semrush, Ahrefs, or Google Keyword Planner) to flesh out some of the most suitable keywords for your channel.
3. Next, evaluate the search volume, competition level, and relevance of these keywords to prioritize the most effective ones for your goals.
4. Make sure to create a balance between targeting high-volume keywords and long-tail keywords that reflect more specific user intent.

Focus on high-retention videos 

High-retention videos are important because they showcase that your viewers are finding value in your content. When users spend more time on your videos, it signals to YouTube that you are creating quality content and can help boost your rankings. There is no specific length for a video to be considered high-retention, but generally, the longer the average watch time, the better.

To increase retention rates, consider:

• Crafting engaging intros and hooks to grab viewers’ attention from the start
• Keeping your video concise and staying on-topic
• Using visual aids (like graphics or animations) to enhance viewer understanding
• Telling a compelling story or narrative that keeps viewers interested until the end

By focusing on creating high-quality videos with strong retention rates, you can steadily increase your channel's credibility and attract more views over time. Remember that YouTube’s algorithm rewards content that viewers enjoy watching, so always prioritize quality over quantity.

Optimize your videos 

Once you have the high-level details in place, it's time to get down to the nitty-gritty of optimizing YouTube videos fro SEO. Some of the essential things you should do include:

Video title

The title of your video grabs attention and clearly conveys what the video is about. Aim for something engaging, but remember to include your main keyword in there too.

Video description

This should be detailed summary of your video, including key points, relevant links, and keywords to help viewers and search engines understand the content.

Video tags

Video tags are, basically, keywords or phrases that describe your video’s content, helping improve its discoverability on search platforms. Use them wisely and sparingly -- you don't want your video to look like pure spam.

Video file name

This is the name of your video file before uploading, which should include relevant keywords to optimize for SEO (it might not seem like an important detail, but it can make a whole lot of difference.)

Video category

This is the specific category that best fits your video, helping platforms organize and recommend your content to the right audience. Make sure you pick a relevant one to improve your visibility.

Video thumbnail

This is a custom or automatically generated image that serves as the preview of your video, designed to entice viewers to click. You should aim to make it attractive and engaging (remember that this might be one of the main criteria your viewers use to assess if they should click on your video in search or not.)

Subtitles

Subtitles help viewers understand your content better, especially for those who speak a different language or have hearing impairments. They also improve keyword optimization and can make your videos rank higher in search results (because YouTube's algorithm uses the subtitles to assess what your actual video is about.)



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Cards and end screens

Cards and end screens are interactive elements that appear during or at the end of your video to promote other content, playlists, or calls-to-action. To use them effectively, ensure they are relevant to the video’s content and appear at moments that feel natural, without disrupting the viewer's experience.

Hashtags

Hashtags are keywords preceded by a “#” symbol, added to your video description or title to help with searchability and trending topics. Choose hashtags that are relevant to your content and resonate with your target audience for better visibility.

Timestamps

Timestamps are clickable time markers in your video description to segment your content, allowing viewers to easily navigate to specific sections. To add timestamps, simply list the time codes (e.g., 0:00, 1:30) with their corresponding topics in your video description.

Distribute & promote your video

Once your video is up, you should also remember to give it a boost -- and the best way to do that is by distributing it on relevant channels, such as:

Other social media channels

Social media platforms beyond the obvious ones (like Facebook, Instagram, and LinkedIn) can help you reach niche audiences and diversify your online presence. Examples include TikTok, Pinterest, Quora, or Reddit -- places that are a bit more targeted in terms of audience groups and can help you get some initial engagement for your video.

To do this successfully, remember to:

• Research which platforms your target audience is most active on.
• Tailor your content to fit the platform's unique style (e.g., short, fun videos for TikTok, or visually appealing pins for Pinterest).
• Stay active and engage with users by responding to comments and participating in relevant conversations.

Your website and blog

Your website and blog are your brand's home base. They provide a space for showcasing your expertise, products, or services while also improving your SEO and driving traffic. Examples include a company blog with how-to guides, FAQs, or case studies.

A YouTube playlist

Creating a YouTube playlist is a great way to organize and showcase your video content. Playlists can group similar topics together, making it easier for viewers to find what they’re looking for. For example, a playlist could include product tutorials, customer testimonials, or industry insights.

To reap all the benefits of distributing your content on a YouTube playlist, make sure to:

• Group videos into thematic playlists to appeal to specific viewer interests (e.g., "How-To Tutorials" or "Behind the Scenes").
• Use descriptive titles and keywords to improve discoverability.
• Keep your playlists updated with fresh, relevant content.
• Include a call-to-action in your videos encouraging viewers to watch the full playlist.

YouTube SEO: the next frontier for your video content

Harnessing the power of YouTube SEO can significantly amplify your brand's reach and engagement. Remember, however, that this is not a set recipe: you will have to experiment, analyze, and track your results to find what works best for your unique audience.

And if you need help, don't hesitate to contact Mayple -- we'll put you in touch with the best YouTube channel managers and SEO pros to help you boost your channel's visibility, get your message out there, and help maintain consistency and brand image.

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