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#videoseo at #smxwest by @aleyda from @orainti
Video &
YouTube In
Google Search:
Making the
most out of it
#videoseo at #smxwest by @aleyda from @orainti
#videoseo at #smxwest by @aleyda from @oraintihttps://www.youtube.com/intl/en-GB/about/press/
Let’s talk about the
video opportunity!
#videoseo at #smxwest by @aleyda from @orainti
Media search, which
includes videos (and
images), are one of
those top trends that
Google Webmaster
Analysts think that
SEOs are
overlooking…
https://www.youtube.com/watch?v=CWZuQ-hu7KQ&feature=youtu.be&t=233
#videoseo at #smxwest by @aleyda from @oraintihttps://www.semrush.com/analytics/traffic/rank/
Videos allow to build presence in the 2 most top
sites and search engines & No. 1 social network
#videoseo at #smxwest by @aleyda from @orainti
19% of desktop search results in the US include
video carrousels and 92% come from YouTube
https://www.rankranger.com/google-serp-features
#videoseo at #smxwest by @aleyda from @orainti
Which you can leverage to maximize your Google
search visibility for products or services queries
#videoseo at #smxwest by @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/youtube-strategy-to-drive-action/
Videos can also help to position your brand and
influence the customer journey on your site too
#videoseo at #smxwest by @aleyda from @orainti
Like Asana does with video testimonials
and how-tos in their features pages
#videoseo at #smxwest by @aleyda from @orainti
It’s a win-win for your search strategy in 2020!
#youtubeseo at #semrushwebinar by @aleyda from @orainti
#videoseo at #smxwest by @aleyda from @oraintihttps://www.youtube.com/c/crawlingmondaysbyaleyda
I took the leap last
year with my own
YouTube Channel,
Crawling Mondays,
as a 2019 “new
year, new thing to
test" resolution
#videoseo at #smxwest by @aleyda from @orainti
1.
Research
2.
Implementation, Optimization & Testing
Refining
the videos
Distributing
the videos
Which
are the main
factors to
grow your
videos
views?
Promoting
the Videos
Optimizing
the Videos
Producing
the videos
Establishing
goals &
targets to
track
Measuring
videos
results
Who are
your Video
competitors
?
What’s
your
audience
Video Search
Behavior?
How do
you measure
Video
results?
Answering key questions about
the video optimization process
#videoseo at #smxwest by @aleyda from @orainti
For which I used this Video Optimization toolkit
https://docs.google.com/spreadsheets/u/0/d/1FIhYqIpSi6MT2HvG9SmIeH1hdB8l_0N1HnDOBpJOpjk/copy
#videoseo at #smxwest by @aleyda from @orainti
Let’s go
through some
of my top video
optimization
findings along
this journey…
#videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti
To grow your
YouTube
discoverability you
need relevance,
retention &
engagement
#videoseo at #smxwest by @aleyda from @oraintihttps://qz.com/1178125/youtubes-recommendations-drive-70-of-what-we-watch/
Most of YouTube’s videos views are powered
by its recommendations algorithm
#videoseo at #smxwest by @aleyda from @oraintihttps://qz.com/1178125/youtubes-recommendations-drive-70-of-what-we-watch/
Which is so effective that
keeps users highly engaged too
#videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery
YouTube’s algorithm has two goals
Help each
viewer to find
the videos they
want to watch
Get viewers to
keep watching
more of what
they like
1 2
#videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery
These principles are used through the
different YouTube discovery channels
INTERNAL EXTERNAL
Google
Search
Results
Links
to videos
from
external
sites
Embedded
Videos
Suggested
Videos
Search
Home
Videos
Trending
Subscriptions
Tab
Notifications
#videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery
YouTube’s will follow the audience behavior
What users
watch and
don't watch
What users
like and dislike
How much
time users
spend
watching the
video
"not
interested”
feedback
#videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery
Suggested Videos are ranked to maximize
engagement based on prior user activity
Topically
Related
Videos
Videos that
viewers watch
along with the
current
video
Videos
from a
viewer’s past
watch
history
#videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery
YouTube Home shows videos from subscriptions,
videos watched by similar viewers, new videos 
How many
times the
video has
been shown
How well
the video has
engaged and
satisfied similar
viewers
How
often the
channel or
topic is
viewed
#videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery
YouTube search ranks the most relevant and
highly engaged videos to the query
Title
Relevance
Watch
time of
video for
query
Description
Relevance
#videoseo at #smxwest by @aleyda from @orainti
Relevance, retention & engagement are key to
maximize video visibility within the platform
Relevance Engagement Retention
Title, description, etc. Likes, views, ratings,
comments, shares,
subscriptions
Watch Time
#videoseo at #smxwest by @aleyda from @orainti
How to develop
relevant videos to
be also liked so
much that retain
and keep users
engaged, that will
also make YouTube
to recommend
them further?
#videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti
You need to
understand your
audience preferences
& competition to
establish an effective
video plan
#videoseo at #smxwest by @aleyda from @oraintiAhrefs & keywordtool.io
Get popular queries to target by using your
current keywords tools with YouTube support
#videoseo at #smxwest by @aleyda from @oraintiBuzzsumo
Identify the videos with more views &
engagement about your topic using Buzzsumo
#videoseo at #smxwest by @aleyda from @orainti
Refine the terms by using YouTube’s focused
tools like vidIQ, including competition metrics
vidIQ
#videoseo at #smxwest by @aleyda from @oraintividIQ
Identify the
top ranked
videos
keywords
used in tags,
as well as the
most popular
related terms
#videoseo at #smxwest by @aleyda from @oraintiGoogle Trends
Verify
seasonality
and trend
over time by
using Google
Trends that
includes a
YouTube filter
#videoseo at #smxwest by @aleyda from @orainti
Obtain the top channels for your relevant topics
to analyze how they’re optimized and videos
Socialblade, Noxinfluencer and Buzzsumo
#videoseo at #smxwest by @aleyda from @orainti
What topics do
your
competitors
publish about?
What are the
best performing
ones?
Noxinfluencer
#videoseo at #smxwest by @aleyda from @orainti
What terms are they targeting
with their top performing videos?
Noxinfluencer
#videoseo at #smxwest by @aleyda from @orainti
Which of these terms are also popular & trigger
video results/carrousels/snippets in Google?
Semrush
#videoseo at #smxwest by @aleyda from @orainti
For which of these topics
do you already have
content that can be easily
repurposed into a video,
that you can also embed in
the page to enrich it?
#videoseo at #smxwest by @aleyda from @orainti
Start with relevant, non-competitive, but still
popular queries/topics to address with videos
Medium
Search
Volume
Low
Competition
High
topical
relevance for
your
audience
High
expertise
Feasibility
to produce
and cover w/
a video
Possibility
to repurpose to
blog post/article/
etc. or use with
existing site
content
Is there a
video intent?
Google
shows
videos
Are
aligned
with your
marketing/
business
goals
#videoseo at #smxwest by @aleyda from @orainti
Remember that it's about targeting topics that
are highly connected to your business offering
Tubebuddy
vs
#videoseo at #smxwest by @aleyda from @orainti
Establishing a consistent video publishing
schedule for them as a result
Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
Publish How to
“Set SEO Alerts”
1. Promote
in Social & Groups
2. Reply to comments
3. Repurpose video in
blog post
1. Reply to
comments
2. Retweet/Reshare
other people
1. Reply to
comments
2. Retweet/
Reshare
other
people
1. Ask for
feedback on
current video
2. Ask for
questions for
next topic
Record
next week
video
2
Publish How to
“Optimize
faceted pages”
1. Promote
in Social & Groups
2. Reply to comments
3. Repurpose video in
blog post
1. Reply to
comments
2. Retweet/Reshare
other people
1. Reply to
comments
2. Retweet/
Reshare
other
people
1. Ask for
feedback on
current video
2. Ask for
questions for
next topic
Ask for
ideas/run
poll for
future
topics
Record
next week
video
3
Publish Interview
“With Carlos -
How an SEO
agency in Spain
is run”
1. Promote
in Social & Groups
2. Reply to comments
3. Repurpose video in
blog post
1. Reply to
comments
2. Retweet/Reshare
other people
1. Reply to
comments
2. Retweet/
Reshare
other
people
1. Ask for
feedback on
current video
2. Ask for
questions for
next topic
Record
next week
video
… … … … … … … …
#videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti
Start by optimizing
your YouTube
videos key areas
for relevance and
better structure
#videoseo at #smxwest by @aleyda from @oraintihttps://youtube.com/c/crawlingmondaysbyaleyda
Begin optimizing the base of your presence:
Your channel description, keywords…
#videoseo at #smxwest by @aleyda from @orainti
Make the most
out of each video
content area to
make them
relevant towards
the targeted
queries
Tubebuddy & VidIQ
#videoseo at #smxwest by @aleyda from @orainti
Starting with
titles,
descriptions, tags
for which YouTube
gives length
references and
you can get
keywords
suggestions w/
tools add-ons
Titles
Descriptions
Tags
Tubebuddy & VidIQ
#videoseo at #smxwest by @aleyda from @orainti
Tubebuddy
and VidIQ
add-ons can
save you time
from looking
for the related
keywords
elsewhere
Tubebuddy & VidIQ
#videoseo at #smxwest by @aleyda from @orainti
Add relevant
hashtags in
descriptions (they
will be featured
above the title) and
in titles too
#videoseo at #smxwest by @aleyda from @orainti
The hashtags will become clickable
and generate a YouTube search
#videoseo at #smxwest by @aleyda from @orainti
LOL
Upload your own “higher quality”
closed captions to videos if you can
Tubebuddy & VidIQ
#videoseo at #smxwest by @aleyda from @orainti
vs
Take a look at how the top ranked videos for your
queries are optimized and improve yours
#videoseo at #smxwest by @aleyda from @orainti
Are these elements all taken into consideration
when ranking in YouTube search results though?
Title
Description
Hashtags
Tags
Closed
Captions
#videoseo at #smxwest by @aleyda from @orainti
I tested it
#videoseo at #smxwest by @aleyda from @orainti
#videoseo at #smxwest by @aleyda from @orainti
I included the
same
“dummy” text
in the title,
description,
tags, hashtags,
closed
captions to see
which video
ranked
#videoseo at #smxwest by @aleyda from @orainti
Tests results
suggest that
the title,
description
and hashtag
are taken into
consideration
#videoseo at #smxwest by @aleyda from @orainti
Title
Description
Hashtags
Tags
Closed
Captions
No tags and closed captions though
#videoseo at #smxwest by @aleyda from @orainti
However, closed captions have other important
roles that will improve engagement & retention
For Hearing
Impaired
Watch muted
video
Non-native
audience
support
#videoseo at #smxwest by @aleyda from @orainti
Google has also
started to show
Timestamps in the
ranked Videos in
search results from
YouTube*
https://blog.google/products/search/key-moments-video-search/
#videoseo at #smxwest by @aleyda from @orainti
Label (timestamp)
Enable them for
your videos by
adding labels
and timestamps
in your
YouTube’s videos
descriptions
https://developers.google.com/search/docs/data-types/video#best-practices-youtube
#videoseo at #smxwest by @aleyda from @orainti
They can be shown like this in Google’s
Mobile Search Results…
#videoseo at #smxwest by @aleyda from @orainti
… although your
videos need to be
ranking first already in
video carrousels
https://www.searchenginejournal.com/google-video-timestamp-results/332623/
#videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti
Optimize and
promote your
YouTube Videos
for Engagement
& Retention
#videoseo at #smxwest by @aleyda from @orainti
Once you're ranked
for a query in
YouTube Search
Results: How do you
engage and retain
users to grow your
subscribers even
further?
#videoseo at #smxwest by @aleyda from @orainti
Besides a relevant,
catchy title and
description, it starts
with your thumbnail,
that can make your
video to stand out vs
the rest and improve
your CTR
#videoseo at #smxwest by @aleyda from @orainti
Thumbnails are the
“ads” of your videos
and you should design
them to make them
unique, attractive with
a representative
image, including a
catchy title
#videoseo at #smxwest by @aleyda from @orainti
Replace the default thumbnail of the video with
an original image using a thumbnail generator
https://www.canva.com/create/youtube-thumbnails/
#videoseo at #smxwest by @aleyda from @orainti
Run AB tests of
your video
thumbnail and
metadata with
tools like
Tubebuddy, to
identify your
audience
preferences
Tubebuddy
#videoseo at #smxwest by @aleyda from @orainti
Create
playlists to
facilitate users
to browse
through your
channel videos
using their
topics
#videoseo at #smxwest by @aleyda from @orainti
Use your YouTube
Channel home to
promote your
latest videos or
those that
generate the
highest number of
subscribers
#videoseo at #smxwest by @aleyda from @orainti
Include info cards in your videos to link to other
relevant ones or create a poll to engage users
#videoseo at #smxwest by @aleyda from @orainti
Add end-screens
to your videos
using the
YouTube’s studio
feature to refer
your users to
more of them
and subscribe to
your channel
#videoseo at #smxwest by @aleyda from @orainti
Don’t be shy! Ask your users to engage
Keep
watching to
get answers
Leave
comments
with
questions
Like the
video
Subscribe
to channel
#videoseo at #smxwest by @aleyda from @orainti
Add call to actions
with links to watch
more of your videos
and subscribe from
your description, be
the first to comment
and pin your own
comment too, to
start and incentivize
the conversation
#videoseo at #smxwest by @aleyda from @orainti
Interact with
users in the
comments
addressing their
questions, liking
meaningful
comments
#videoseo at #smxwest by @aleyda from @orainti
Promote your
videos and
incentivize
subscriptions
outside YouTube
too: From social
media, your
newsletter,
email signature,
Website…
https://twitter.com/crawlingmondays
#videoseo at #smxwest by @aleyda from @orainti
Organize give-aways to encourage
subscriptions to your YouTube Channel
https://www.seroundtable.com/youtube-subscriber-giveaway-28157.html
#videoseo at #smxwest by @aleyda from @orainti
Invite special
guests,
authoritative
people within
your field that
will have their
own community,
to go beyond
your reach
https://www.youtube.com/watch?v=CWZuQ-hu7KQ
#videoseo at #smxwest by @aleyda from @oraintihttps://www.youtube.com/watch?v=A6oUH5JZkRg
Piggyback on
trending topics
that people are
actively
searching for in
your sector
#videoseo at #smxwest by @aleyda from @orainti
It’s important to promote while the video is
“new” since YouTube gives a “freshness” boost
https://www.briggsby.com/reverse-engineering-youtube-search
#videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti
Expand and
repurpose your
YouTube videos
for Google
search rankings
#videoseo at #smxwest by @aleyda from @orainti
Create a blog or
section within your
existing blog,
creating a post for
each one of your
videos
https://www.aleydasolis.com/en/crawling-mondays/
#videoseo at #smxwest by @aleyda from @orainti
Embed your
YouTube video in the
post initially to help
promote it, along a
transcription,
including
complementary
information and
resources
#videoseo at #smxwest by @aleyda from @orainti
If you have already an
article/content for the video
topic, you can embed it
there to enrich the existing
ranking page
#videoseo at #smxwest by @aleyda from @orainti
Include a “rel=0” parameter to show related
videos only from your channel (no competitors)
#videoseo at #smxwest by @aleyda from @orainti
Link to your channel with a “?sub_confirmation"
parameter to go to the subscription option
#videoseo at #smxwest by @aleyda from @orainti
Include a watermark to your entire videos,
allowing users to easily subscribe
#videoseo at #smxwest by @aleyda from @orainti
You can
generate the
transcriptions
with automated
speech to text
services, which
are very cheap
Rev
#videoseo at #smxwest by @aleyda from @orainti
Or you can do it for free, copy/pasting
YouTube’s automated transcripts
#videoseo at #smxwest by @aleyda from @orainti
Free content FTW
#videoseo at #smxwest by @aleyda from @orainti
#videoseo at #smxwest by @aleyda from @orainti
After the “freshness” period passes by, you’ll
want to switch the YouTube embed for Wistia
https://www.briggsby.com/reverse-engineering-youtube-search
#videoseo at #smxwest by @aleyda from @orainti
Wistia videos will add VideoObject structured
data to the embedded videos automatically
Wistia
#videoseo at #smxwest by @aleyda from @orainti
Like this you’ll have
higher chances to
rank for your target
queries in Google
search results with
long-form posts with
embedded videos
#videoseo at #smxwest by @aleyda from @orainti
Ready to see some results?
#videoseo at #smxwest by @aleyda from @orainti
#videoseo at #smxwest by @aleyda from @orainti
You can rank for
those not yet so
competitive but
highly relevant
terms within
YouTube
Rankranger
#videoseo at #smxwest by @aleyda from @orainti
Like this
#videoseo at #smxwest by @aleyda from @orainti
Or this
#videoseo at #smxwest by @aleyda from @orainti
Or this
#videoseo at #smxwest by @aleyda from @orainti
Rank as well in
Google search
Results with
your YouTube
videos and
embedded
video in blog
posts too
Rankranger
#videoseo at #smxwest by @aleyda from @orainti
Like this
#videoseo at #smxwest by @aleyda from @orainti
Or this
#videoseo at #smxwest by @aleyda from @orainti
Rank also in Google’s
search results with the post
with a video thumbnail
when the YouTube video
doesn't rank
#videoseo at #smxwest by @aleyda from @orainti
Rank also twice
with the same
video within the
Carrousel, with
the YouTube
video and the
embedded one
in the post
#videoseo at #smxwest by @aleyda from @orainti
Or rank with a
video highlighted
with a "key
moment” in
mobile search
results
#videoseo at #smxwest by @aleyda from @oraintiYouTube Studio Analytics
Identify the
characteristics
of videos that
generate better
rankings, more
views,
engagements &
subscribers to
identify what
works best
#videoseo at #smxwest by @aleyda from @oraintiAccuranker
Those of your competitors that outrank you in
Google & YouTube Search Results to identify gap
#videoseo at #smxwest by @aleyda from @oraintiYouTube Studio Analytics
Incorporate the changes. Rinse and Repeat
#videoseo at #smxwest by @aleyda from @orainti
It shouldn’t be
about raw
numbers, but your
end goal: having
an impact with
your actual
relevant audience
through the
customer journey
#videoseo at #smxwest by @aleyda from @orainti
Like they’re doing already
www.orainti.com
#videoseo at #smxwest by @aleyda from @orainti
Keeping always the RER in mind
Relevance Engagement Retention
Title, description, etc. Likes, views, ratings,
comments, shares,
subscriptions
Watch Time
#videoseo at #smxwest by @aleyda from @oraintiwww.orainti.com
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Crawling Mondays YouTube Channel Host
* European Search Personality of the Year in 2018
I’m Aleyda Solis, SEO Consultant
& Founder at Orainti
#videoseo at #smxwest by @aleyda from @oraintihttps://youtube.com/c/crawlingmondaysbyaleyda
Thank you and
remember to
Subscribe to
Crawling
Mondays too!

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Video SEO In Google & YouTube Search: Making the most out of it #SMXWest

  • 1. #videoseo at #smxwest by @aleyda from @orainti Video & YouTube In Google Search: Making the most out of it #videoseo at #smxwest by @aleyda from @orainti
  • 2. #videoseo at #smxwest by @aleyda from @oraintihttps://www.youtube.com/intl/en-GB/about/press/ Let’s talk about the video opportunity!
  • 3. #videoseo at #smxwest by @aleyda from @orainti Media search, which includes videos (and images), are one of those top trends that Google Webmaster Analysts think that SEOs are overlooking… https://www.youtube.com/watch?v=CWZuQ-hu7KQ&feature=youtu.be&t=233
  • 4. #videoseo at #smxwest by @aleyda from @oraintihttps://www.semrush.com/analytics/traffic/rank/ Videos allow to build presence in the 2 most top sites and search engines & No. 1 social network
  • 5. #videoseo at #smxwest by @aleyda from @orainti 19% of desktop search results in the US include video carrousels and 92% come from YouTube https://www.rankranger.com/google-serp-features
  • 6. #videoseo at #smxwest by @aleyda from @orainti Which you can leverage to maximize your Google search visibility for products or services queries
  • 7. #videoseo at #smxwest by @aleyda from @oraintihttps://www.thinkwithgoogle.com/feature/youtube-strategy-to-drive-action/ Videos can also help to position your brand and influence the customer journey on your site too
  • 8. #videoseo at #smxwest by @aleyda from @orainti Like Asana does with video testimonials and how-tos in their features pages
  • 9. #videoseo at #smxwest by @aleyda from @orainti It’s a win-win for your search strategy in 2020! #youtubeseo at #semrushwebinar by @aleyda from @orainti
  • 10. #videoseo at #smxwest by @aleyda from @oraintihttps://www.youtube.com/c/crawlingmondaysbyaleyda I took the leap last year with my own YouTube Channel, Crawling Mondays, as a 2019 “new year, new thing to test" resolution
  • 11. #videoseo at #smxwest by @aleyda from @orainti 1. Research 2. Implementation, Optimization & Testing Refining the videos Distributing the videos Which are the main factors to grow your videos views? Promoting the Videos Optimizing the Videos Producing the videos Establishing goals & targets to track Measuring videos results Who are your Video competitors ? What’s your audience Video Search Behavior? How do you measure Video results? Answering key questions about the video optimization process
  • 12. #videoseo at #smxwest by @aleyda from @orainti For which I used this Video Optimization toolkit https://docs.google.com/spreadsheets/u/0/d/1FIhYqIpSi6MT2HvG9SmIeH1hdB8l_0N1HnDOBpJOpjk/copy
  • 13. #videoseo at #smxwest by @aleyda from @orainti Let’s go through some of my top video optimization findings along this journey…
  • 14. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti To grow your YouTube discoverability you need relevance, retention & engagement
  • 15. #videoseo at #smxwest by @aleyda from @oraintihttps://qz.com/1178125/youtubes-recommendations-drive-70-of-what-we-watch/ Most of YouTube’s videos views are powered by its recommendations algorithm
  • 16. #videoseo at #smxwest by @aleyda from @oraintihttps://qz.com/1178125/youtubes-recommendations-drive-70-of-what-we-watch/ Which is so effective that keeps users highly engaged too
  • 17. #videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery YouTube’s algorithm has two goals Help each viewer to find the videos they want to watch Get viewers to keep watching more of what they like 1 2
  • 18. #videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery These principles are used through the different YouTube discovery channels INTERNAL EXTERNAL Google Search Results Links to videos from external sites Embedded Videos Suggested Videos Search Home Videos Trending Subscriptions Tab Notifications
  • 19. #videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery YouTube’s will follow the audience behavior What users watch and don't watch What users like and dislike How much time users spend watching the video "not interested” feedback
  • 20. #videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery Suggested Videos are ranked to maximize engagement based on prior user activity Topically Related Videos Videos that viewers watch along with the current video Videos from a viewer’s past watch history
  • 21. #videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery YouTube Home shows videos from subscriptions, videos watched by similar viewers, new videos  How many times the video has been shown How well the video has engaged and satisfied similar viewers How often the channel or topic is viewed
  • 22. #videoseo at #smxwest by @aleyda from @oraintihttps://creatoracademy.youtube.com/page/lesson/discovery YouTube search ranks the most relevant and highly engaged videos to the query Title Relevance Watch time of video for query Description Relevance
  • 23. #videoseo at #smxwest by @aleyda from @orainti Relevance, retention & engagement are key to maximize video visibility within the platform Relevance Engagement Retention Title, description, etc. Likes, views, ratings, comments, shares, subscriptions Watch Time
  • 24. #videoseo at #smxwest by @aleyda from @orainti How to develop relevant videos to be also liked so much that retain and keep users engaged, that will also make YouTube to recommend them further?
  • 25. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti You need to understand your audience preferences & competition to establish an effective video plan
  • 26. #videoseo at #smxwest by @aleyda from @oraintiAhrefs & keywordtool.io Get popular queries to target by using your current keywords tools with YouTube support
  • 27. #videoseo at #smxwest by @aleyda from @oraintiBuzzsumo Identify the videos with more views & engagement about your topic using Buzzsumo
  • 28. #videoseo at #smxwest by @aleyda from @orainti Refine the terms by using YouTube’s focused tools like vidIQ, including competition metrics vidIQ
  • 29. #videoseo at #smxwest by @aleyda from @oraintividIQ Identify the top ranked videos keywords used in tags, as well as the most popular related terms
  • 30. #videoseo at #smxwest by @aleyda from @oraintiGoogle Trends Verify seasonality and trend over time by using Google Trends that includes a YouTube filter
  • 31. #videoseo at #smxwest by @aleyda from @orainti Obtain the top channels for your relevant topics to analyze how they’re optimized and videos Socialblade, Noxinfluencer and Buzzsumo
  • 32. #videoseo at #smxwest by @aleyda from @orainti What topics do your competitors publish about? What are the best performing ones? Noxinfluencer
  • 33. #videoseo at #smxwest by @aleyda from @orainti What terms are they targeting with their top performing videos? Noxinfluencer
  • 34. #videoseo at #smxwest by @aleyda from @orainti Which of these terms are also popular & trigger video results/carrousels/snippets in Google? Semrush
  • 35. #videoseo at #smxwest by @aleyda from @orainti For which of these topics do you already have content that can be easily repurposed into a video, that you can also embed in the page to enrich it?
  • 36. #videoseo at #smxwest by @aleyda from @orainti Start with relevant, non-competitive, but still popular queries/topics to address with videos Medium Search Volume Low Competition High topical relevance for your audience High expertise Feasibility to produce and cover w/ a video Possibility to repurpose to blog post/article/ etc. or use with existing site content Is there a video intent? Google shows videos Are aligned with your marketing/ business goals
  • 37. #videoseo at #smxwest by @aleyda from @orainti Remember that it's about targeting topics that are highly connected to your business offering Tubebuddy vs
  • 38. #videoseo at #smxwest by @aleyda from @orainti Establishing a consistent video publishing schedule for them as a result Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 Publish How to “Set SEO Alerts” 1. Promote in Social & Groups 2. Reply to comments 3. Repurpose video in blog post 1. Reply to comments 2. Retweet/Reshare other people 1. Reply to comments 2. Retweet/ Reshare other people 1. Ask for feedback on current video 2. Ask for questions for next topic Record next week video 2 Publish How to “Optimize faceted pages” 1. Promote in Social & Groups 2. Reply to comments 3. Repurpose video in blog post 1. Reply to comments 2. Retweet/Reshare other people 1. Reply to comments 2. Retweet/ Reshare other people 1. Ask for feedback on current video 2. Ask for questions for next topic Ask for ideas/run poll for future topics Record next week video 3 Publish Interview “With Carlos - How an SEO agency in Spain is run” 1. Promote in Social & Groups 2. Reply to comments 3. Repurpose video in blog post 1. Reply to comments 2. Retweet/Reshare other people 1. Reply to comments 2. Retweet/ Reshare other people 1. Ask for feedback on current video 2. Ask for questions for next topic Record next week video … … … … … … … …
  • 39. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti Start by optimizing your YouTube videos key areas for relevance and better structure
  • 40. #videoseo at #smxwest by @aleyda from @oraintihttps://youtube.com/c/crawlingmondaysbyaleyda Begin optimizing the base of your presence: Your channel description, keywords…
  • 41. #videoseo at #smxwest by @aleyda from @orainti Make the most out of each video content area to make them relevant towards the targeted queries Tubebuddy & VidIQ
  • 42. #videoseo at #smxwest by @aleyda from @orainti Starting with titles, descriptions, tags for which YouTube gives length references and you can get keywords suggestions w/ tools add-ons Titles Descriptions Tags Tubebuddy & VidIQ
  • 43. #videoseo at #smxwest by @aleyda from @orainti Tubebuddy and VidIQ add-ons can save you time from looking for the related keywords elsewhere Tubebuddy & VidIQ
  • 44. #videoseo at #smxwest by @aleyda from @orainti Add relevant hashtags in descriptions (they will be featured above the title) and in titles too
  • 45. #videoseo at #smxwest by @aleyda from @orainti The hashtags will become clickable and generate a YouTube search
  • 46. #videoseo at #smxwest by @aleyda from @orainti LOL Upload your own “higher quality” closed captions to videos if you can Tubebuddy & VidIQ
  • 47. #videoseo at #smxwest by @aleyda from @orainti vs Take a look at how the top ranked videos for your queries are optimized and improve yours
  • 48. #videoseo at #smxwest by @aleyda from @orainti Are these elements all taken into consideration when ranking in YouTube search results though? Title Description Hashtags Tags Closed Captions
  • 49. #videoseo at #smxwest by @aleyda from @orainti I tested it #videoseo at #smxwest by @aleyda from @orainti
  • 50. #videoseo at #smxwest by @aleyda from @orainti I included the same “dummy” text in the title, description, tags, hashtags, closed captions to see which video ranked
  • 51. #videoseo at #smxwest by @aleyda from @orainti Tests results suggest that the title, description and hashtag are taken into consideration
  • 52. #videoseo at #smxwest by @aleyda from @orainti Title Description Hashtags Tags Closed Captions No tags and closed captions though
  • 53. #videoseo at #smxwest by @aleyda from @orainti However, closed captions have other important roles that will improve engagement & retention For Hearing Impaired Watch muted video Non-native audience support
  • 54. #videoseo at #smxwest by @aleyda from @orainti Google has also started to show Timestamps in the ranked Videos in search results from YouTube* https://blog.google/products/search/key-moments-video-search/
  • 55. #videoseo at #smxwest by @aleyda from @orainti Label (timestamp) Enable them for your videos by adding labels and timestamps in your YouTube’s videos descriptions https://developers.google.com/search/docs/data-types/video#best-practices-youtube
  • 56. #videoseo at #smxwest by @aleyda from @orainti They can be shown like this in Google’s Mobile Search Results…
  • 57. #videoseo at #smxwest by @aleyda from @orainti … although your videos need to be ranking first already in video carrousels https://www.searchenginejournal.com/google-video-timestamp-results/332623/
  • 58. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti Optimize and promote your YouTube Videos for Engagement & Retention
  • 59. #videoseo at #smxwest by @aleyda from @orainti Once you're ranked for a query in YouTube Search Results: How do you engage and retain users to grow your subscribers even further?
  • 60. #videoseo at #smxwest by @aleyda from @orainti Besides a relevant, catchy title and description, it starts with your thumbnail, that can make your video to stand out vs the rest and improve your CTR
  • 61. #videoseo at #smxwest by @aleyda from @orainti Thumbnails are the “ads” of your videos and you should design them to make them unique, attractive with a representative image, including a catchy title
  • 62. #videoseo at #smxwest by @aleyda from @orainti Replace the default thumbnail of the video with an original image using a thumbnail generator https://www.canva.com/create/youtube-thumbnails/
  • 63. #videoseo at #smxwest by @aleyda from @orainti Run AB tests of your video thumbnail and metadata with tools like Tubebuddy, to identify your audience preferences Tubebuddy
  • 64. #videoseo at #smxwest by @aleyda from @orainti Create playlists to facilitate users to browse through your channel videos using their topics
  • 65. #videoseo at #smxwest by @aleyda from @orainti Use your YouTube Channel home to promote your latest videos or those that generate the highest number of subscribers
  • 66. #videoseo at #smxwest by @aleyda from @orainti Include info cards in your videos to link to other relevant ones or create a poll to engage users
  • 67. #videoseo at #smxwest by @aleyda from @orainti Add end-screens to your videos using the YouTube’s studio feature to refer your users to more of them and subscribe to your channel
  • 68. #videoseo at #smxwest by @aleyda from @orainti Don’t be shy! Ask your users to engage Keep watching to get answers Leave comments with questions Like the video Subscribe to channel
  • 69. #videoseo at #smxwest by @aleyda from @orainti Add call to actions with links to watch more of your videos and subscribe from your description, be the first to comment and pin your own comment too, to start and incentivize the conversation
  • 70. #videoseo at #smxwest by @aleyda from @orainti Interact with users in the comments addressing their questions, liking meaningful comments
  • 71. #videoseo at #smxwest by @aleyda from @orainti Promote your videos and incentivize subscriptions outside YouTube too: From social media, your newsletter, email signature, Website… https://twitter.com/crawlingmondays
  • 72. #videoseo at #smxwest by @aleyda from @orainti Organize give-aways to encourage subscriptions to your YouTube Channel https://www.seroundtable.com/youtube-subscriber-giveaway-28157.html
  • 73. #videoseo at #smxwest by @aleyda from @orainti Invite special guests, authoritative people within your field that will have their own community, to go beyond your reach https://www.youtube.com/watch?v=CWZuQ-hu7KQ
  • 74. #videoseo at #smxwest by @aleyda from @oraintihttps://www.youtube.com/watch?v=A6oUH5JZkRg Piggyback on trending topics that people are actively searching for in your sector
  • 75. #videoseo at #smxwest by @aleyda from @orainti It’s important to promote while the video is “new” since YouTube gives a “freshness” boost https://www.briggsby.com/reverse-engineering-youtube-search
  • 76. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti Expand and repurpose your YouTube videos for Google search rankings
  • 77. #videoseo at #smxwest by @aleyda from @orainti Create a blog or section within your existing blog, creating a post for each one of your videos https://www.aleydasolis.com/en/crawling-mondays/
  • 78. #videoseo at #smxwest by @aleyda from @orainti Embed your YouTube video in the post initially to help promote it, along a transcription, including complementary information and resources
  • 79. #videoseo at #smxwest by @aleyda from @orainti If you have already an article/content for the video topic, you can embed it there to enrich the existing ranking page
  • 80. #videoseo at #smxwest by @aleyda from @orainti Include a “rel=0” parameter to show related videos only from your channel (no competitors)
  • 81. #videoseo at #smxwest by @aleyda from @orainti Link to your channel with a “?sub_confirmation" parameter to go to the subscription option
  • 82. #videoseo at #smxwest by @aleyda from @orainti Include a watermark to your entire videos, allowing users to easily subscribe
  • 83. #videoseo at #smxwest by @aleyda from @orainti You can generate the transcriptions with automated speech to text services, which are very cheap Rev
  • 84. #videoseo at #smxwest by @aleyda from @orainti Or you can do it for free, copy/pasting YouTube’s automated transcripts
  • 85. #videoseo at #smxwest by @aleyda from @orainti Free content FTW #videoseo at #smxwest by @aleyda from @orainti
  • 86. #videoseo at #smxwest by @aleyda from @orainti After the “freshness” period passes by, you’ll want to switch the YouTube embed for Wistia https://www.briggsby.com/reverse-engineering-youtube-search
  • 87. #videoseo at #smxwest by @aleyda from @orainti Wistia videos will add VideoObject structured data to the embedded videos automatically Wistia
  • 88. #videoseo at #smxwest by @aleyda from @orainti Like this you’ll have higher chances to rank for your target queries in Google search results with long-form posts with embedded videos
  • 89. #videoseo at #smxwest by @aleyda from @orainti Ready to see some results? #videoseo at #smxwest by @aleyda from @orainti
  • 90. #videoseo at #smxwest by @aleyda from @orainti You can rank for those not yet so competitive but highly relevant terms within YouTube Rankranger
  • 91. #videoseo at #smxwest by @aleyda from @orainti Like this
  • 92. #videoseo at #smxwest by @aleyda from @orainti Or this
  • 93. #videoseo at #smxwest by @aleyda from @orainti Or this
  • 94. #videoseo at #smxwest by @aleyda from @orainti Rank as well in Google search Results with your YouTube videos and embedded video in blog posts too Rankranger
  • 95. #videoseo at #smxwest by @aleyda from @orainti Like this
  • 96. #videoseo at #smxwest by @aleyda from @orainti Or this
  • 97. #videoseo at #smxwest by @aleyda from @orainti Rank also in Google’s search results with the post with a video thumbnail when the YouTube video doesn't rank
  • 98. #videoseo at #smxwest by @aleyda from @orainti Rank also twice with the same video within the Carrousel, with the YouTube video and the embedded one in the post
  • 99. #videoseo at #smxwest by @aleyda from @orainti Or rank with a video highlighted with a "key moment” in mobile search results
  • 100. #videoseo at #smxwest by @aleyda from @oraintiYouTube Studio Analytics Identify the characteristics of videos that generate better rankings, more views, engagements & subscribers to identify what works best
  • 101. #videoseo at #smxwest by @aleyda from @oraintiAccuranker Those of your competitors that outrank you in Google & YouTube Search Results to identify gap
  • 102. #videoseo at #smxwest by @aleyda from @oraintiYouTube Studio Analytics Incorporate the changes. Rinse and Repeat
  • 103. #videoseo at #smxwest by @aleyda from @orainti It shouldn’t be about raw numbers, but your end goal: having an impact with your actual relevant audience through the customer journey
  • 104. #videoseo at #smxwest by @aleyda from @orainti Like they’re doing already www.orainti.com
  • 105. #videoseo at #smxwest by @aleyda from @orainti Keeping always the RER in mind Relevance Engagement Retention Title, description, etc. Likes, views, ratings, comments, shares, subscriptions Watch Time
  • 106. #videoseo at #smxwest by @aleyda from @oraintiwww.orainti.com * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 I’m Aleyda Solis, SEO Consultant & Founder at Orainti
  • 107. #videoseo at #smxwest by @aleyda from @oraintihttps://youtube.com/c/crawlingmondaysbyaleyda Thank you and remember to Subscribe to Crawling Mondays too!