10 Steps to Optimizing Videos for Search and Discovery in Video SEO

Over the years, video SEO has evolved dramatically.

If you’re still following the advice shared by a video optimization expert at an industry conference in 2008 – or that some YouTube guru wrote in 2015 – you might be getting used to poor video performance.

Today, YouTube’s algorithm attempts to match each viewer to videos that he or she is most likely to watch and enjoy.

This is a significant challenge, given that more than 500 hours of video content is uploaded every minute.

This post will teach you how YouTube’s algorithm works and provide actionable advice on video SEO best practices to provide you with a step-by-step guide to optimizing your videos.

So, how exactly does YouTube’s search algorithm work?

YouTube’s search and discovery systems take on this Herculean task by sifting through massive amounts of video content to find the most relevant and useful results to a user’s search query.

The YouTube algorithm then “follows the audience” by looking at things like:

• What they are watching.
• What they don’t pay attention to.
• How much time do they devote to watching.
• Their preferences and dislikes.
• “I’m not interested” response.

Stop using the tips, tools, and tricks you learned a long time ago and get up to speed on how YouTube’s search and discovery system works today.

Then, follow the steps below to optimize your videos.

1. Search on YouTube

Search on YouTube, like Google’s search engine, strives to surface the most relevant results based on keyword queries.

The ranking of videos is determined by several factors, including how well the title, description, and video content match the viewer’s query.

In addition, YouTube examines which videos have received the most watch time and engagement for a specific query.

In other words, YouTube Search results are not a list of the most popular videos for a particular query.

Do you want to know what keywords and search terms to use for video SEO?

YouTube launched a keyword tool in November 2008, but it was deactivated in September 2014. So go ahead and check out the 10 Best YouTube Keyword Tool Alternatives to see which tools are worth using right now.

Tools can provide a plethora of options, but you should only use a subset of them for your most recent video.

And your choice must not only assist your target audience in finding the videos they want to watch, but it must also maximize their long-term engagement and satisfaction.

2. Videos Suggestions

Suggested Videos are a personalized collection of videos that a specific viewer may be interested in watching next based on previous activity.

Viewers can see these videos on the right side of the watch page under Up next, below the video on the mobile app, and as the next video in autoplay.

According to YouTube research, viewers watch more videos when they see recommendations from a variety of channels, which is what Suggested Videos do. Recommendations are ranked to maximize viewer engagement.
Among the signals that contribute to these recommendations are:

• Videos that viewers watch in addition to the current video or videos that are topically related. These videos could be from the same or a different channel.
• Videos from a viewer’s previous viewing history.

By clicking on the Suggested Videos box in the Traffic sources report in YouTube Analytics, you can see which videos bring viewers to your channel from Suggested Videos.

Here are some pointers to help you optimize your videos for Suggested Videos:

• Make compelling calls to action to entice viewers to watch another video in your series.
• Long endings may discourage viewers from watching more, so pay attention to how your videos end.
• To suggest the next video to watch, use playlists, links, cards, and end screens.
• Create an organically connected series of videos.
• Create videos that are related to popular YouTube formats such as challenges or lists.

Finally, Google is expected to launch Related Topics for Videos on YouTube fairly soon.

Elizabeth Reid, a Google vice president, recently demonstrated this feature at Search On ’21 and stated:

“With this new feature, you’ll see a list of topics in the video. And since we’re applying MUM, we can identify what’s referenced in the video, even if it’s not explicitly mentioned by name.”

3. Thumbnails and titles

When browsing on YouTube, the first things viewers see are the titles and thumbnails.

They work together to persuade viewers to watch your videos and to build anticipation – if they accurately represent what’s in the video.

If viewers click into your video and stay to watch the majority of all of it, YouTube will know that the viewer is enjoying your content.

However, if your titles and thumbnails don’t deliver on what’s in the video, viewers will leave almost immediately. This may limit your YouTube discoverability.

The longer you can keep people watching your content on YouTube, the more likely it is that your content will be surfaced.

Here are some pointers to help you optimize your titles:

• Create titles that pique your interest while also including keywords.
• Keep titles brief (60 characters) and put the most important information first.
• Save the episode numbers and branding for the very end.
• Make sure your titles aren’t cut off in suggested videos, search results, or on mobile.

Thumbnails are usually the first thing viewers see when they find one of your videos, and custom thumbnails are used in 90% of the best-performing videos on YouTube.

When customizing your thumbnails, make sure you have a strong, vibrant image that looks great in both large and small sizes and conveys important information about your video.

You can use the “rule of thirds” to create interesting and dynamic images, which you can then overlay with your branding and/or descriptive text.

If you add text, use a font that is easy to read onscreen. Consider how you can be both eye-catching and age-appropriate for your target audience.

Here are some suggestions for improving your thumbnails:

• Consider your thumbnail before you shoot so that you can capture a variety of options.
• Make a thumbnail with as high a resolution as possible while staying under the 2MB limit.
• Specs: 1280 x 720 pixels (16:9 ratio) in.JPG,.GIF,.BMP, or.PNG format.
• Zoom in and out of your thumbnail to see how it looks in different sizes.
• Check to see if your thumbnail stands out from the crowd.

4. Hashtags and descriptions

The description field is extremely useful for assisting viewers in finding, learning about, and deciding whether or not to watch your videos.

Consider the description in two parts: what viewers see before clicking Show more and what they see after.

Here are some pointers to help you improve your descriptions:

• Make sure each video has a distinct description – this makes it easier to find via search and distinguishes it from similar videos.
• Use search-friendly keywords and natural language in the first few lines of text to explain what the video is about.
• Use the remaining text (what appears after they click Show more) for 300 to 2,100 characters of extra information such as what your channel is about, social links, and so on.

Southern reports in YouTube Overhauls Search Results that YouTube has changed the visual presentation of its SERPs.

Viewers can, for example, preview each video and see chapters – time-stamped images that detail the various topics covered in a video, allowing viewers to skip directly to the section most relevant to their search.

Even though this is not a change to the algorithm, it is a game-changer.

So, what is the best way to optimize for chapters? To help viewers skip to important parts of longer videos, you can include timestamps in your descriptions.

According to Southern in another article, YouTube has also launched a new type of search results page that appears when users search for videos by hashtag.

Use related hashtags (#) in the title and description of your video to help viewers find your video when they search for a specific topic on YouTube, whether on the desktop or mobile app.

Here are some hashtag optimization tips:

• Make sure to only use hashtags that are relevant to your video. For example, if you upload a review of a specific movie, do not include hashtags related to other popular movies, actors, or unrelated topics in order to artificially increase views.
• Don’t oversaturate your description section with hashtags – a little goes a long way. If a video has more than 15 hashtags, YouTube will ignore them all.
• Hashtags are particularly useful when dealing with trending content, such as upcoming events or people in the news. This ensures that viewers searching for videos on the trending topic will find a wide range of relevant content.

What about standard tags? Historically, tags were more important than descriptions. Regular tags, on the other hand, are no longer necessary.

They are primarily used to assist in the correction of common spelling errors (for example YouTube U Tube vs. YouTube).

5. Home

When viewers visit YouTube.com or open the YouTube app, the first thing they see is Home.

It’s their “personal primetime” destination, where they can find the most relevant, personalized recommendations.

It’s also a great place for non-subscribers to find your videos.

Every day, over 200 million different videos appear on Home for viewers all over the world.

When a user visits Home, YouTube displays videos from their subscriptions, videos watched by other users, and new videos.

The videos were chosen based on the following criteria:

• Performance refers to how well the video engaged and satisfied similar viewers, among other things.
• The viewer’s viewing and searching history: How frequently a viewer watches a channel or topic, as well as how many times YouTube has shown each video to the viewer.

It’s worth noting that subscribers watch more of their subscriptions from the Home tab than from the Subscriptions tab.

Here are some pointers to help you optimize your videos for YouTube’s Home Screen:

• Upload new videos on a regular basis to give your audience a sense of when they can expect more new content.
• Keep viewers interested for a longer period of time and encourage them to return for more. Whether you use a long video or several short ones, the longer you keep people watching, the more likely it is that your content will be surfaced.
• Continue to do what works. When you’ve created something that works for your audience, replicate it. YouTube recommends more content that your viewers will enjoy. Don’t be afraid to try new things, but do so with caution. Take note of your audience’s feedback and give them time to adjust.
• Go to your YouTube Analytics Traffic Sources report, click the Browse features box, and look at the stats for Home to see how frequently your channel appears on Home globally.

6. Shorts

Viewers can find your Shorts by tapping Shorts at the bottom of the YouTube app, as I explained in YouTube Shorts: An Introductory Guide.

This is one of the advantages of making short-form videos of up to 60 seconds in length.

Viewers may also be interested in Shorts:

• On YouTube’s home page.
• They received notifications.
• By looking at their Subscriptions.
• Learn how to customize your channel layout, which will be featured on your channel page.

Viewers can scroll to watch more short videos after selecting a Short.

You should also include #Shorts in the title or description of your short video to help YouTube’s system recommend your Shorts across YouTube.

How does the fact that Shorts are short affected the watch time and engagement of a video?

YouTube’s discovery system, on the other hand, considers absolute and relative watch time as signals when determining audience engagement, and they encourage creators to do the same.

YouTube ultimately wants both short and long videos to succeed, so they encourage you to make your videos the appropriate length based on the content.

In general, relative watch time is more important for short videos, while absolute watch time is more important for longer videos.

You can use YouTube Analytics’ audience retention report to determine how long your viewers are willing to watch and adjust your content accordingly.

It’s worth noting that Shorts have the same number of views as regular videos. Additionally, subscribers gained from watching your Shorts contribute to Creator Awards Program milestones.

Here are some additional short-form best practices that may be useful:

• Focus on making the first few seconds of your video captivating in order to capture viewers’ attention and keep your content short.
• Keep in mind that Shorts loop, so pace your content accordingly and consider ways to encourage replayability.
• Incorporate a trending moment, event, or song into your content to make it more relevant.
• Use your natural voice or show a behind-the-scenes moment to make Shorts more relatable.
• Make your Short rewarding by creating content that educates, entertains, or makes your audience feel good.
• You can post Shorts on your main channel, start a second channel, or keep your Shorts in a Shorts section on your channel homepage, which helps your viewers differentiate between Shorts and your regular long-form videos.

7. Cards and Closing Screens

Cards and end screens entice your audience to take action.

Cards are pre-formatted notifications that you can use to promote your brand as well as other videos on your channel.

When they’re ready, a small rectangular box, or teaser, will appear in the top right corner of the video to give your viewers a sneak peek at the message.

On mobile devices in portrait mode, when fans tap or click the teaser, the card associated with the video appears below the player (or along the right side of your video on desktops). If fans do not tap or click on the teaser, it will be removed from their view.

Cards work well when combined with scripted calls to action or when they are relevant to your video content.

For instance, if you mention a specific video or piece of merchandise, you could try inserting a card at that precise moment.

Here are some pointers to help you optimize your cards:

• Use cards and scripted calls to action to direct your audience to other videos, playlists, or related websites, or to encourage them to buy merchandise or contribute to your crowdfunding campaign.
• Cards can be used to highlight your most recent uploads or to promote merchandise or fundraising campaigns in older videos.
• You can use up to five cards per video.
• Cards can be used to cross-promote other creators and to give credit to collaborators in your video.

End screens are another effective tool for increasing watch time on your channel by directing viewers to something else at the end of your videos.

They appear on both desktop and mobile when added to the last 5-20 seconds of a video.

Here are some pointers for improving end screens:

• End screens can be used to promote up to four different elements: a video or playlist, an invitation to subscribe, a cross-promotion with another channel, and a link to an approved website.
• Consider leaving room at the end of your video for your end screen elements.
• Card teasers and branding watermarks should not be used during an end screen because they are suppressed.

8. Favorites and Dislikes

Do your video’s likes and dislikes influence how it’s recommended? Somewhat.

YouTube considers hundreds of signals for ranking, including likes and dislikes. Their recommendation system learns from the fact that viewers choose to watch a video or not.

The system determines how much of the video the viewer watches and whether or not they are satisfied. A combination of these factors determines your overall video performance.

Learn more about how YouTube Analytics now reports key moments in audience retention in YouTube Introduces ‘Typical Audience Retention’ Data. This can assist you in determining what is and is not working.

You can see for yourself why many YouTube creators request that their viewers Like their video. They also encourage viewers to leave comments, share the video on social media, and subscribe to their channel.

All of these are indicators of viewer engagement and satisfaction, which YouTube takes into account when ranking videos.

9. “New to You” and Feed Exploration

YouTube makes a point of distinguishing the New to You feed on the Explore feed.

YouTube users reportedly complained that the same types of recommendations were becoming stale in their Home feeds.

As a result, YouTube added New to You to its mobile homepage. This enables users to go beyond their typical recommendations and browse various types of videos related to their interests.

How do you optimize videos for the New to You Feed, then? Do your homework, then.

To begin, read How YouTube Recommends Videos.

After that, do some keyword research.

Finally, use your intellect.

Going for a long walk, taking a hot bath, or drinking half a pint of claret can all help this process along.

The Explore feed, on the other hand, assists YouTube viewers in discovering content that is trending globally. It also assists viewers in finding content in specific verticals such as Music, Movies & Shows, Live, Gaming, News, Sports, Learning, and Fashion & Beauty.

Explore isn’t always tailored to individual users, and the recommendations don’t always take their interests into account.

How do you then optimize videos for the Explore feed? Begin by looking at which videos are trending or popular – particularly in your vertical.

Then, quickly create a new video of your own that viewers can discover in Suggested Videos after watching what’s trending or popular.

This could help you reach new fans who aren’t aware of your channel yet.

10. Playlists and Uploads

Finally, a consistent publishing schedule can entice viewers to return to your channel and watch more.

You can then use playlists to make it easier for them to find more of what they like on your channel.

Many creators have discovered that setting a routine publishing schedule will help viewers know when to expect your next release – it’s like anticipating when the next episode of your favorite show is going to air.

Subscribers will see your new uploads in their Subscription feed and can choose to receive mobile or email notifications based on their interests.

Here are some pointers to help you optimize your upload schedule:

• Aim to publish at regular intervals (such as once a week) and on specific days (for example, every Tuesday). The frequency with which you publish may be determined by your staffing and content.
• Maintain the flexibility to respond to search trends or timely topics. For example, if there is breaking news, you can supplement your regular programming.
• Try separating videos (instead of publishing several at once). You can upload videos and then schedule when, where, and in what time zone you want them to be published.
• Inform your viewers when you intend to release new videos. You can let them know, for example, in your videos, video descriptions, channel trailer, and About section.

Additionally, use playlists to provide a relaxed experience for your viewers so that they can easily watch more.

A playlist is an ordered collection of videos that you create, usually with a specific theme in mind. Your playlists might show up in search results and suggested videos.

Playlists can help you introduce your fans to more content they enjoy while also highlighting your channel’s creativity and personality.

You can include videos from your channel as well as videos from other channels that you admire.

Great playlists can keep viewers watching for longer periods. Some playlists are created by creators in response to major events. Alternatively, they create “best-of” playlists to make it easy for viewers to find the most popular videos.

Keep up with the latest developments in video optimization

Let me continue where I left off: video SEO has evolved dramatically over the years. Use these ten steps to optimize videos for search and discovery as soon as possible.

If this column’s advice had a “best if used by” date, it would be today.

According to eMarketer, 130.8 million YouTube viewers in the United States (57.7 percent of total viewers) will watch the platform’s content on connected TV (CTV) devices in 2022, up from 113.1 million and 52.8 percent in 2020.

Now I knew that YouTube viewers were shifting to TV screens as their preferred method of watching content, a trend that had grown significantly before and during the peak of the pandemic.

But I had no idea that more than half of YouTube viewers in the United States already watched on a CTV device.

I recently attempted a YouTube search on my CTV, and it took an excruciatingly long time to use my TV clicker to tap out each letter in my search term.

Perhaps, in the future, the integration of voice search will make this easier. Or, perhaps being found on Home, Suggested Videos, and Related Topics will render YouTube Search obsolete.

Learn more from Social Media and read 10 Unique Video Templates for Social Video Marketing.