How to Make the Most out of YouTube for Your Brand | Part One

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If you’ve even peripherally paid attention to the world of marketing in recent years, you’ve likely heard how important video is to a holistic marketing campaign. Despite the fact that many of us know this to be true, businesses continue to avoid adding video to their marketing roster. Putting your face in front of the camera or talking into a microphone is scary for anyone (especially when you have to hear your own voice!), but it doesn’t have to be a painful process when you effectively utilize YouTube.

Not only is YouTube the best place to fall down rabbit holes and watch cat videos, but it’s also a haven for curating a collection of video content that your followers actually want to see. The process is easier than you’d think when you remember that YouTube is equal parts social media and search engine. The platform maintains the social aspect of your favorite platforms with the inclusion of subscriptions, trends, and commenting. All of this is paired with the art and science of SEO, and will ensure your audience finds the topics they want.

To create an impactful YouTube channel, keep the following tips and best practices in mind:


YouTube is Not Regular SEO

Optimizing YouTube videos is essential to the success of a video because YouTube is the world’s second largest search engine behind Google. By not optimizing videos for the platform, your content won’t be delivered to your target audiences. Unlike traditional web pages or digital copy, videos are not able to be “read” by search engines’ algorithms, meaning bots used by algorithms can’t review a video’s content and match it with an individual’s search. When optimizing for YouTube with SEO, you can overcome these limitations to make it possible for bots to understand your videos and serve them to the correct audience.

Find Keywords Before You Create Your Video

Creating successful YouTube videos is a lot simpler when you start off by knowing what your audience is searching for on the platform. One way to do so is using paid tools like Kparser and Ahrefs that allow you to select specific search engines, including YouTube, and accurately determine what words are being searched on each platform. In fact, there are over 30 keyword tools that marketers find helpful.

If investing in tools isn’t currently in your marketing budget, you can also find keywords by using the autofill search bar on the site. For example, if you type “Mary Clark Higgins” into YouTube’s search bar, you’re able to see that people are searching for “mary clark higgins full movies,” “mary clark higgins audiobooks,” and “mary clark higgins interview,” to name a few. This is a great way to search for the long tail keywords that will lead users to your videos.

Say No to Keyword Stuffing

Keyword stuffing in SEO is a thing of the past and best left to black hat practitioners. Instead, today’s SEO focuses on user intent, particularly when it comes to language. SEO specialists no longer have to game the system to try to outsmart bots because bots know our language just as well as we do—if not better! This means that SEO on all platforms, including YouTube, necessitates using natural language (technically known as LSI (Latent Semantic Indexing) Keywords), making it paramount to choose keywords that focus on user intent and the reason individuals are searching for your videos.

Additionally, Youtube is unique in that it uses long tail keywords. Searchers will frequently string together more than 3 words to find what they’re looking for. This enables brands to include keywords that are more than one or two words, while also accurately reflecting how users are searching for content on YouTube.

Ready to learn more tips on making your YouTube a great hub for video content? Check out our next post on the steps you need to take when uploading videos if you want to see results!