I think it goes without saying that you should always create video content with a purpose that serves your viewer. However, if you would like your content to also be relevant to the search engines then you must consider optimizing your video title and description. Forgive the pun, but Keywords are the Key words to consider when optimizing your video titles and description so that your video outranks your competition.
KEYWORDS ARE THE MOST BORING, YET ESSENTIAL ELEMENTS TO YOUR VIDEO CONTENT
Unless you are an SEO expert, you are probably not used to searching out keywords that will help the search engines see your content as relevant. Luckily for you and I, there is software available to help us search out the keywords that will help boost our video content. Consider these four instances where keywords will help boost your video ranking:
- The video file name should be named your keywords before you upload it
- Your keywords should be used in your video – I know that sounds like a no-brainer, but if you don’t use them as part of your content, you are misleading your viewers.
- Use the keywords or keyword phrase in the video title
- Use the keyword(s) in the first line of the video description and throughout the rest of the video description.
HOW TO FIND THE RIGHT KEYWORDS AND HOW TO OPTIMIZE THEM FOR RANKING
Once you have identified the purpose and the content of your video, prior to recording it, go to Google and YouTube and type in the keywords that you think best describe your content. For example, if you were making a video on how to set-up a garden box in your backyard then you could search on “garden boxes” or “How to build a garden box.”
When using Google pay attention to how many videos, if any, return on your keyword search. If there are less than three videos on the front page of Google, the keywords you have chosen are very competitive. The good news is, YouTube is the third most frequently used website for content searches behind Google and Facebook. Google purchased YouTube which also lends authority to videos uploaded to YouTube.
When typing your keywords into YouTube, pay attention to the amount of results and, once you have uploaded your video, on what page your video can be found. When trying to optimize your title for keywords, it will be easier to rank videos which produce 20,000 results or less. Also, look at the content of the videos that rank highest and make sure that your content is equal to or better than what is provided. When you’re starting out you may want to get some practice with keyword usage by posting and trying to rank videos for keywords that have less than 6,000 results.
None of the videos ranking on the first page of Google or YouTube will matter if no one is searching for the keywords you have chosen. The reason I suggest you target 20,000 results is because there seems to be a better correlation of viewers to results than there are when the results are less than 20,000. People are actually looking for information on the keywords that return 20,000 results or more. Obviously the larger the pool of results, the harder it is to rank your video.
WHAT IS LSI AND WHY DO I CARE
A final thought on keywords leads to the discussion of LSI or Latent Semantic Indexing. LSI is just a fancy term for the relevance of related terms. For example, if you type “baby shower” into a Bing or Google search, both search engines are going to do their best to get you the most relevant search results. Trying a phrase like, “Best Baby Shower ideas,” gives a more targeted or focused search engine result. To provide favorable LSI for your keywords you might name your video, “3 Fun Ideas for Your Best Friend’s Baby Shower.” If your content is congruent with the search terms or keywords, on which it is built, the search engines will find your content favorable and rank it higher. Higher rankings in the search engines for a particular keyword phrase means more eyes on your content and I think we can all recognize the benefit of that.
Sometimes just optimizing your video and content to the keyword phrase you are targeting can be what ranks your video higher in the search results on YouTube. Spending a little time researching the keywords that are congruent with your content and visiting your competitors will give you valuable analysis for how you can get higher rankings.