YouTube SEO: How & Why You Should Optimize Your Video Marketing

YouTube SEO optimization has recently risen to the forefront in online marketing.

This blog post will guide readers through the steps to successfully use video material to increase traffic through web pages and build brand awareness.

YouTube, more than any other video indexing site, has become a household name. Its popularity as a search engine is second only to Google itself.

In the following post, you will learn some ways to increase the success of video marketing services and to drive higher rankings on YouTube.

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Optimize Your Video Marketing with YouTube

Starting Out: Get Ready and Narrow Your Focus

For those already involved with SEO optimization for written content, such as blog posts, press releases and instructionals, the elements of starting a video marketing campaign will seem familiar.

First, you must understand the niche that you are trying to break into.

What does your product or service do? Who is it for? Asking these questions and answering them honestly early on will allow for the process of video marketing to go smoothly later.

It is a good idea to make sure that your videos are in line with your existing marketing efforts. Having too diverse content can make it harder for algorithms to feature your website or videos.


Keyword Research and Organic Copy

Using keywords with videos is like SEO practices for written content.

In a recent video, prREACH founder and president, Shane Oglow, enlightens viewers about the power of keywords in SEO ranking systems. Picking descriptive long-tail keywords that revolve around an initial and relevant “seed” keyword is the best way to make sure that readers see your product or service on the SERP.

Keyword tools can help you find specific, low-competition keywords that make content stick out to the Google algorithms.

Another way to research keywords aside from using keyword tools is to check the competition for keywords on YouTube and the universal search engines.

A lot of this work requires intuition about the key aspects of products as well as the intention of the potential reader who is typing queries into the search bar.

Organic copy means that the keywords are naturally placed in titles and descriptions and that you are basing your keywords around what people may think to type into the search bar and not jamming titles full of high-ranking words.

When working with video, the title is the most obvious place to use keywords. Titles will often be the deciding factor in whether your video converts into clicks.

Metadata, descriptions and the script of the video are other places to include keywords. But remember, the keywords should be specific and natural. You should not pack as many keywords as possible into a description; try to keep the language natural, instead, and use long-tail keywords.

One essential tip for converting copy into high-ranking posts is attaching transcripts to videos. Crawlers can search through transcripts more easily than the video itself. Always make sure to include a transcript with your video.


The Thumbnail

The thumbnail is arguably more important than the title for converting clicks. As the first glimpse of your video, the thumbnail should be a sample for the content of the video to come.

Using aesthetically pleasing, simple and clear pictures are the best way to attract viewers.

It is almost always better to craft a picture separate from the video. Many people use stills from the video itself, but the stills do not convert into traffic like well-thought-out images do.

Craft photos that, of course, have a clear connection to the subject matter of the video. Upload your own photos and watch your viewers and traffic soar.


Be Careful About the Platform

While YouTube is immensely successful with universal searches, sometimes using YouTube can take away attention from your website.

It is best to use YouTube to build brand awareness, and then, host most of your videos on your site. YouTube ranking is often easier to achieve than a universal one, but if no one is visiting your site, then all your video efforts will be in vain.

Of course, there are other video indexing sites, as well, but if your brand has little recognition, it is best to start out on YouTube. Also, while it might be tempting to post videos on multiple platforms at the same time to maximize your exposure, it can have the opposite effect. So, it’s best to concentrate your video marketing efforts on just one.


Manage Your Growth

Already have a ton of videos online? Want to make sure that they are optimized? Well, there are a few measures you can take to make sure your wide array of content is read by Google’s algorithms

First, use schema services, such as Wistia to organize data. These services create sitemaps that organize all your content so crawlers can understand the context of videos and how to rank them in accordance with searches.

Second, make use of the tagging feature of videos. Tags are not as prominent with written content, but with videos, tagging them with appropriate keywords lets Google know exactly who and what your video is for.

Ensuring that your videos are organized and well-labeled will work wonders on your search engine rankings.


Video Placement

If you are using your site to promote videos (which you should), you should make sure that the content is organized well.

Make sure that videos are featured prominently at the top of the page. Also, try not to have more than one video per page. This will allow you to be specific and allow for algorithms to find the specific videos that line up with specific searches.

Most importantly, and this can’t be stressed enough, make sure that your videos are performing well on mobile devices.

Mobile video watching surpassed desktop usage a few years ago, and all the signs say that the trend will only continue. Videos should be clear and load fast. If you are competing with other, similar brands, then one or two seconds can be the difference between getting a potential customer or not.


Link Your Content Together

While you can go overboard on links, the description in videos is a great place to include links to your site. This drives traffic and organizes your data for the algorithms.

Like keywords, the links should be natural, and you should only include no more than two in descriptions.

It is best to be diverse in your link practices. Do not include the same number of links on each video.

When linking, it is better to have the videos lead to more pages than just the homepage of your website. This helps build specificity and drives customer satisfaction.


Utilize All Your Platforms

YouTube makes it easy to share videos to social media sites like Facebook and Twitter.

Promoting your content across your brand’s platforms will drive more traffic and increase the chances of your videos showing up in searches.

What’s more, these social media websites make it easy for friends to share and for your video to go viral: the dream of any online marketer!


The Video Itself

The main event. Videos should, of course, be interesting. Studies show that how-to videos and lists are often the most successful among YouTube viewers.

Depending on the content, the video should be short. Introductions to brands and promotional videos should be compelling and brief, with a narrative that leaves viewers wanting more.

How-to videos can be longer, but make sure you take into account the short attention spans of most internet inhabitants.

Building a persona is also a great way to capture viewers. Repeat viewers on YouTube often identify with their favorite YouTube personalities. Have a personality or theme that makes people want to know everything about the universe this personality inhabits. Let your website be the place where they find answers.

Multimedia presents a unique answer to the problem of repeat content penalties. Have a press release? Turn it into a video. Have a great video? Write a blog post about it. Repurposing your content on different platforms is the number one way to be successful and drive traffic.


When to Get Help

Some do not want to spend the time with the ins-and-outs of video marketing. That’s fine. Luckily, video press release services are here to help.

prREACH takes content and brands and creates dedicated video press releases. Using written and video approaches, prREACH does the work of keyword research, tagging and linking, so you can focus on building your excellent brand.

With services like prREACH, brands have a ready-made multimedia distribution center.

Contact prREACH’s expert team today at to streamline your brand’s online rankings

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