Creating Evergreen Content to Rank High on SERP
3 Dec 2019
2 Apr 2019
YouTube is the second-most popular site in the world, and it’s the only thing to consider when deciding if you should use video promotion in your marketing strategy.
This platform has its own search bar, videos from YouTube rank well in Google, and it influences behavioral factors. So yes, this promotion channel is worth a try! But it works well as long as you optimize your videos properly.
In this post, I’m going to give some tips away on how to optimize your channel, playlists, and videos.
We’ll start with the optimization of the YouTube channel. Some of these steps I’m going to mention has no direct impact on your rankings, but it affects behavioral factors, a visual component, and conversions. Let’s start!
Here I have pretty simple advice: use your brand name. Forget about using keywords like “Wordpress SEO” or “Video optimization”, senseless nicknames or something you might find using YouTube names generator. Channels with such names are faceless.
It should be memorable and catchy, so use your own name or the name of your brand. If the user once found a valuable video on your channel, next time your name should ring the bell when s/he is going to find some tutorials.
Analyze competitors, and you’ll see what names the most successful bloggers have:
Sure, it could be a combination of your name and your primary keyword, but the keyword alone is almost never the case.
Channel icon and header. These elements should be attractive and catchy too as it affects your conversions. The icon is usually your headshot or logo. The header should be 2560*1440 pixels and could also contain your logo, name, headshot, slogan, CTA (subscribe! join us!), links to your site, blog, social media platforms. Remember about your corporate colors. Take it seriously because first impressions do matter; if you're not sure how to brand yourself up, check these brand tips out.
A trailer is also a conversion element as it is the first thing your potential subscribers see. Create a trailer and tell about your channel: your main topics and formats, your goals and ideas. This video should not take more than two minutes. Feel free to ask your visitors to subscribe.
Here you should kill two marketing birds with one stone. You should add your primary keywords to your channel description so that it remains readable and attractive to your subscribers.
See, these two are full of keywords, but they’re also clear and easy to understand:
Choose an SEO tool you like the most and find the list of keywords. Keyword research will come in handy for future steps as well.
First, come up with your primary keywords. Since at this stage you’ve probably been working in your niche for a while, you know these keywords without special tools. Write down all the words that are related to what you do. For instance, if your website deals with internet marketing, your keywords could be online marketing, digital marketing, SEO, e-commerce, website optimization, marketing strategies, online marketing tutorials, SEO guide, etc.
Then go to your SEO tool and extend this list with other related keywords, synonyms, and variations. I’ll go with Serpstat.
Type keywords you came up with into the search box one by one and choose other keywords here:
Then go to “related keywords” feature and find even more ideas:
Related keywords are phrases semantically related to your primary keyword. They are great in case you want your text look natural. (Hint: you should want it to!)
Use these keywords to create description suitable for both Google and subscriber. Remember:
Here we need our keyword list we’ve collected earlier. Create a tag for every topic you mentioned in your videos, in all variations.
At the very beginning, you can look up at your competitors, or use popular YouTube tags. Use the vidIQ plugin to find out what tags your competitors use:
Dig through the settings and check if everything is alright there. Don’t forget to put a checkmark to allow your channel to appear in other channels recommendations (you’ll find it in the Advanced settings):
The playlist is a collection of videos put together on your channel. It shouldn’t be only your videos, feel free to share some videos from other channels as well. But the first video in the playlist should be yours.
The title should be short (3-5 words tops) as we need only high-frequency queries. The low-frequency ones we’ll keep for video title and description.
Put keywords as close as possible to the beginning of the Title. It’s even better if the whole Title is a keyword. For instance, your playlist’s Title could be “Search engine optimization”, “Search engine optimization tips”, etc.
It also should be short (under 1000 characters) and clear. Tell about your playlist, what visitor could find there, what s/he could learn from these videos, and so on. Of course, your description should contain keywords.
Set up auto-add for your playlists to save a ton of time. You can connect your playlists with your tags so that it adds videos with the same tag to one playlist automatically.
Even the best video can fall through if its headline isn’t catchy. It should be intriguing and compelling. The name of the video should consist of 5-7 words and contain your most frequent keyword.
Use the same primary keyword in your Title, Description, and Tags:
As I said earlier, you should use SEO tools to find keywords. Along with Serpstat, you can use Keyword Planner and YouTube search suggestions:
You should write a keyword-reach Title and Description for every video. It’s the most important part as meta tags are crucial signals that show what your video is about both viewer and search engine.
Here are some recommendations:
Use tags for all your videos. I described it earlier in the part about channel optimization. It helps YouTube and Google understand what your video is about.
First of all, you’re taking care of people. As a bonus, your subtitles are naturally full of keywords, which is good for YouTube SEO and will help Youtube understand the point of your video. Here is a useful video that’ll help you create subtitles.
This is it. This is where I leave you. I tried to create some kind of checklist for optimizing YouTube channel, playlists, and videos. My point is that you should use keywords in your Title, Description, and Tags. At the same time, you should make sure that the text remains readable.
So always think about people but don’t forget about SEO as well.
Anna Rud is a Content Marketer at Serpstat. Establishing an active presence on external resources, developing rich and quality content, and implementing brand strategy are her key responsibilities. She specializes in content marketing, blogging, digital marketing, SEO, and search analytics.
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