11 SEO Tips to Optimize Your Videos SEO

Just imagine. You’ve spent all your energy creating a great video. An engaging video that respects the best practices in the field. In short, a kick-ass video.

But there’s a big problem. Hardly anyone sees this video. Like a bottle in the sea or a needle in a haystack, it wanders among millions of competing videos on search engines.

It’s no use: Google and YouTube won’t put it forward. To satisfy them, you have no choice: video and SEO have to go hand in hand.

If you’re wondering how, it all works, you’ve come to the right place. Embark on a voyage of discovery into the world of video SEO and get ready to boost your presence in the search results.

What is VSEO?

Video SEO, also known as VSEO (Video Search Engine Optimization), refers to techniques designed to optimize the visibility and positioning of your videos on search engines.

This of course applies to search engine optimization on Google, the most popular search engine in France (over 90% market share). The latter displays videos responding to queries on its results pages.

Talking about VSEO also – and above all – means talking about YouTube. The second most visited website in the world, owned by Google, is first and foremost a search engine. This is where you should concentrate your efforts, particularly as the vast majority of video search results on Google come from YouTube.

How does the YouTube algorithm work?

Every minute, around 500 hours of video are uploaded to YouTube. It’s humanly impossible to watch every single one of these videos. It was therefore necessary to find a ranking system to help Internet users find what they were looking for. Thus was born the YouTube algorithm.

Recently, the official YouTube channel published a series of videos revealing how it works.

In reality, the algorithm is a real-time feedback loop that adapts videos to the different interests of each viewer. Sounds a bit complicated when you put it like that. In concrete terms, it means that it takes into account the history of each viewer’s experience.

How can you optimize your videos’ SEO?

The algorithm is designed to reflect the user’s viewing preferences. The solution to better referencing your videos is simple.

Know your audience

Start with your buyer persona, the consumer habits and buying behaviors you’ve identified in your target audience. By understanding your audience’s expectations, you’ll know which topics to cover in your videos. You’ll also know which keywords to use so that they resonate with your audience.

You can also analyze the statistics of your videos to see which ones work best and repeat good practices with new videos.

Strive to be as relevant as possible

Based on the information you’ve gathered about your target audience, respond as best you can. Share your expertise to help your target audience solve their problems.

If you sell a CRM solution, create videos around the needs of sales reps. For example, how to improve prospecting on LinkedIn.

Aim for completeness

For each topic covered, ideally, the web user doesn’t need to go and watch another video. You’ve covered every aspect.

You can also chapter your video so that users can go directly to the part that interests them.

Link to other complementary videos.
Remember to link to other videos.

Aim for completeness

Ideally, for each topic covered, the viewer doesn’t need to go and watch another video. You’ve covered every aspect.

You can also chapter your video so that visitors can go straight to the part that interests them.

Link to other complementary videos

Remember to link to other videos on your YouTube channel within the video. This can be done through clickable links.

Don’t forget that YouTube is also a social network. Its algorithm favors content that keeps users on the platform.

Last but not least, by linking content that covers various aspects of your expertise, you show that you’re an expert in the field. It’s a bit like internal linking in blog posts.

Video quality

To begin with, concentrate your efforts on creating your videos. Videos with useful, educational content that answers the questions your target audience is asking.

Remember: the competition on YouTube is fierce. To make your mark and stand out from the crowd, focus on quality. A successful YouTube video must at least:

Hold attention. Create videos that are long enough to address the issues they raise. The more time people spend watching them, the more likely YouTube is to bump them up in its results: this is its famous watch time.
Generate engagement. Ask people..

Choose your keywords

As a smart strategist, you’ve probably already thought about optimizing your video’s SEO around specific keywords. But even if you’ve created THE video of the century, if it isn’t referenced on the precise queries your target audiences are looking for, there’s no chance of it being watched.

A good keyword responds to a precise search intention and accumulates an interesting volume of searches with sufficiently low competition to position you. Not to mention being relevant and correlated with your brand strategy.

Here are a few tools to help you unearth effective keyword ideas:

YouTube autocompletes. In the video platform’s search bar, type in your keyword, and see what recommendations appear.
A keyword research tool like Google Keyword Planner or Uber Suggest, to determine the number of monthly searches.
Tube Buddy Chrome extension, to analyze competitor videos.
Google Trends, to identify popular keywords.
Once you’ve decided on your keyword, it needs to appear in certain strategic places. Discover them below.

The thumbnail

Now, when someone types in a query on Google and/or YouTube, your video may be suggested. That’s fine. But it won’t be the only one, and that person will have to make a choice: which video to click on first?

To decide, they’ll mainly rely on the thumbnail, which is often the first thing they see. Personalize it by focusing on the following elements:

Choose an eye-catching image that relates to the video content, to increase your click-through rate.

Add your branding and/or descriptive text.

Respect the technical specifications imposed by YouTube: 1,280 x 720 pixels (16:9 format), images in JPG, GIF, BMP or PNG format, maximum size 2 MB.
Transcription and subtitles
Want to increase your chances of optimizing your videos’ ranking on YouTube and Google? Don’t hesitate to opt for text transcriptions, another essential element in your video and SEO strategy.

By providing additional information – with a broader semantic field – to search engines, you help them index your quality content more easily, and increase your chances of ranking on queries close to and associated with your main keyword.

In its YouTube Help, Google points out that “transcripts are an easy way to create subtitles”, which are very useful for reaching a wider audience (viewers, listeners, etc.).

Promote your videos to get links

As with any conventional web page, the natural referencing of your videos depends on obtaining backlinks (incoming links to your site). The more backlinks you obtain, the greater your chances of improving SEO and netlinking.

By creating high value-added content, you’ll naturally encourage other sites to link to yours (link baiting), and to share your videos.

To turn your video into link bait, spread the word to increase your chances of getting backlinks:

Slip a link to your video or YouTube channel into your email signature, on forums, in response to comments etc.
Promote it in your next newsletter and on your social networks.
Integrate your videos into your pages and articles.

Create engaging videos in minutes

Keywords, metadata, thumbnails, links, transcripts and subtitles: there are many elements to consider in a video and SEO strategy.

But remember: there’s no point in optimizing without first creating a high-quality video.

For this, a simple, easy-to-use tool like Play Play will be an invaluable ally. With it, you’ll be able to craft engaging videos in a matter of minutes, even if you don’t have any technical knowledge.

You can even try Play Play for free, so don’t hold back!

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