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EP 06: SEO For YouTube : (The Secret To Ranking Videos Online)

by Shane Walker
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When it comes to ranking videos in the search engine I'm sure you have had more than your fill of "magic tricks" and "secret hacks".

If your looking for a comprehensive walkthrough of the correct implementation of SEO for Youtube then you'll love this video.

Its step by step with of what is actually needed as opposed to this weeks latest hack.
SEO Specialist

SEO For Youtube Video Transcription
G’Day and welcome to today's episode of Rapid SEO Expert Live. I'm your host Shane Walker and in today's episode, we're going to look at how to correctly optimise a YouTube video so that it not only ranks in the YouTube results but also in the Google search results.

So, today's training, just like anything else we do at Rapid SEO Expert, is to get you found online. Then, using advanced marketing automation, turbocharge your sales and keep people coming back for more.

So Why Conduct SEO For YouTube?

Well, there's two main reasons you'd want to optimise your YouTube video. The first one is to rank it in YouTube and Google. And that's pretty much a given. So, we want people to be able to find our video and therefore consume our message. But the other really important point about optimising a YouTube video is that if you're going to embed it back on your website, it gives your website a really good boost from an SEO perspective. Simply because YouTube is a very, very high domain authority. (I think it’s a hundred the last time I looked.) And that boost, that link coming back to your site is worth a lot to your website. Now, we also look at boosting our site from an SEO perspective. The big thing to remember is that the search engines, be it Google or any of them, can't watch a video if they don't know what that video is about.

So, if you don't optimise your video correctly and you embed it back on your page, it's not going to give you any benefit from that video simply because the search engines don't know what it's about. They've got no idea. All they know is that there's a video on your site, which will not help your website at all. Also, if you haven't optimised correctly, the website is not going to rank in the search engines for the same reason, because the search engines, YouTube and the search engine itself don't know what the video is about.

YouTube is the second biggest search engine aside from Google, and lots of people go to YouTube everyday doing searches so it’s important to get these videos ranked and get our message out there. There's two places to rank a YouTube video. We can rank it on YouTube, and we can rank it in the Google organic search results. Now, a few years ago when Google was first bought YouTube, it put a lot of YouTube videos on the first page of the organic rankings for the majority of keywords that are out there.

That's changed a lot now. Google generally doesn't put YouTube videos on the first page of the Google organic results with the following exceptions: They like putting videos up there if they’re reviews, things like software reviews and things like that or product reviews. They like tutorials, if you have a tutorial video, some sort of a ‘How To’ video.

They like putting those up on first page of Google organic rankings. Funny videos, the world's obsession with funny cat videos on YouTube, tend to get put on the first pages of organic results. And anything sports, fitness and fashion related quite often get on the first page of the Google organic results. Other topics very, very rarely. If you’ve got a sales video on plumbing or SEO packages or something like that, it's a lot harder to get it on the first page of the Google results.

However, it doesn't mean that you shouldn't optimise your video correctly.

SEO For YouTube

So, there's two phases to optimising a YouTube video and in theory, it's no different to our website. With a website, you've got on-page SEO and you’ve got off-page SEO which is similar to a YouTube video. You've got things that you can influence on the video itself and things that influence the video rankings that are not on the video. Google and YouTube look at other ranking factors outside the optimisation of the video itself.

These are the views and the frequency of the views that the video actually receives. They also look at the number of subscribers to the YouTube channel. The more subscribers the better. They look at any likes and dislikes that the video's getting. Any shares, the more shares the better. Embeds is another one; the more video's embedded out there, the better.

The more Google thinks that that video is being trusted and authoritative, with favorites and things like that, basically, all those things fall into the category of engagement. So, the more engagement your video gets, the more it will be boosted after you've optimised which will also boost the chances of it ranking in the search engines.

What can we do to optimise our video for what can be termed the on-page part of optimising a video? Consistency is the key. You want to be consistent right across what you do with your video. The first thing to do is have your filename in the actual video before it’s uploaded.

One of the problems people have with optimising YouTube videos is they use a camcorder or an iPhone or something like that. They download it to their hard drive and they upload it with the filename of mov.364 or something like that, depending on the naming convention that the camera is using.

But that does not give YouTube or Google an idea of what that video is about. So, make sure you change the filename. One thing we like to do is put it into Screenflow because we use Mac, or Camtasia if you're using PC and just export it again with a filename because that embeds it in the metadata as well. And it also takes out any of the metadata that is not needed for ranking a video that may confuse the search engines.

Once we've done that, we need to look at the title of the video. Make sure that the keywords that you want to rank the video for are in the title. Now, when it comes to doing the title, you write the title for the person that's viewing and the search engine second. We want the keyword in there but we want to make it readable to a person.
And we have to really draw a balance between giving the search engines what they want so they understand what the topic is about. So, if you do it totally for the search engines, no one's going to read it or watch it anyway simply because they'll look at it and go, "Oh, this does not make any sense" and just click away.

So, you want your keyword in the title but you need to make that title something that's going to entice the person to want to watch.

Now, you've got a description section in the video. When you use the description section, again, as I said, YouTube, Google, all the other search engines can't watch the video so they don't know what's it about.

So, the longer the description that you put in that description section, the more chance the search engines will have of understanding what that video is about. Make sure that it's relevant, and that it makes sense for the person reading it to make them want to watch the video. However, the more info you provide, the more they understand.
If you’re going to embed this video back on your website or even if you're not, it's really good to have a link, a URL link in the description back to your website. Now, if you're embedding it on a page, make sure the link is back to that particular page but that would give you a good amount of link juice flowing back to your site.

Remember that YouTube is a domain authority, 100 really, really strong links and depending your YouTube channel, the page authority could be fairly high as well. So, linking back to your website before you embed it will give you really good link juice coming back through there.

When it comes to the keyword section or the tags as they're called in YouTube, this is the opposite to optimising a web page on your site. When you do a page on your site, you don't want to do what's called keyword stuffing, you just want your keyword in there but you don't want to put tons of keywords in there.

With YouTube, the more the better. Put in tons of tags; anything that's related to the topic of the video because the more tags you put in there, the more chance it's got of showing up for a result for those particular tags. With more tags, the search engines will also better understand what that video's about.

And now for our secret source. I can't really call that a secret source because we're definitely not the only ones that are doing it. But what the great majority of people don't do is create a high-quality video transcript. We've found that it makes an unbelievable difference to the ranking of the video when you do this and whether the search engine
understands it.

Make sure, as I said, that it's quality and don't use just a machine generating transcript that's half gobbledygook. Make sure it's a worthwhile transcript. Then go to the captions section in the editor of that video.

Click on closed captions, add a caption and then it will ask you, is it captions or is it a complete transcript? Click the transcript and upload the file to the video.
That will tell the search engines exactly word for word what the video's about and everything that's in it. As a result, the search engines will get a really good idea of what your particular video is about.

As I've said, when we do this, it makes an unbelievable difference to the rankings of the video and the juice that flows back to our website.

Simply because the search engines have now got a word for word transcription so they know exactly what this video is about and they understand it a lot more.

So, once we've done that, we can say that our on-page for our video is done and it's time to promote the video. How can we promote the video? First thing you want to do is get as many views as possible on your video. The more views you've got the more YouTube and Google will look at it as being a video people would like and they obviously trust it so they'll promote it more.

But the caveat on this is don't use spammy things such as Fiverr. Now, a few years ago, those sorts of tactics worked really well but Google's algorithm is progressing really fast. Its ability to understand things and to determine things is growing exponentially and they can work out whether they're genuine views or whether they're spammy views.
YouTube SEO Optimisation
Any spammy views will be ignored and there’s a fair chance that the video just won't rank, and if you're embedding it back to your site, there's a possibility that you could get some sort of penalty back to your website.

Unlikely, but it is always possible so never take those sorts of chances with anything to do with your own website. Don't use spammy techniques! Make sure they're genuine views.

So, how would we do this?

First thing you do is email your list. Let your list know that you’ve got a new blog post, a new video on YouTube, whatever and to go over and have a look. Also, share the video on social media.

There's a number of ways you can share on social media but one of the ones we do is a Facebook boosted post. Now the trick is not to upload the video to Facebook itself but to actually put the link of the website, the blog post that you've embedded on or the actual YouTube video if you haven't embedded it into Facebook itself.

So that way, when people look at it, they're going to go to the actual video on YouTube and not watch the video on Facebook which won’t help your video views on your YouTube channel.
Then we do what's called a boosted post. For those that aren't familiar with Facebook advertising, boosted posts are really just the easiest thing for everybody to do and require no real skills at all. Once you put your post on Facebook, all you have to do is click on ‘Boost Post.’ It will ask you a couple of questions and all I do is say, I want you to boost this post.

For instance, to help with SEO, I would click boost post and say, "Boost this post to everybody in Australia between the ages of 18 and 55 that owns a small business, is a business manager, is a business owner, is interested in SEO,” etc. etc. etc. And then I can tell it to set a budget and we usually set a budget with dollar a day and we do it for a week.

So, $7 to boost the post and it is shown in news feeds of thousands of people and quite a lot of them. If you picture your target market correctly, and show it to the right people, you get a lot of people clicking through and going back and watching your video. So that's one of the ways we generate a lot of video views back to our website and to our YouTube properties.

Another one is to encourage comments, shares, subscribes and likes. Now, lot of you will get wrapped around the axles with this one when they come to me and they say, "Oh what's one of the best ways to get people to share my video or to comment?" "Ask." Honestly, that's the easiest way. It sounds silly but it is the easiest way and most people don't do it.
When you finish your video, turn around and say, "Hi, if you found this video informative, please share it with your friends and comment below and let me know what you think." And it's really as easy as that.

This is called a call to action. The big thing with all calls to action for your video or on your website or anything like that is don't assume that people are going to do that. If you want someone to do something, ask.

The worst they can do is not do it. Just make sure that you're not being totally over the top and annoying which is what a lot of marketers do.

You’re not going to sit there and say, "Hey, if you don't share this video, the terrorists are going win and the whole world's going to come to an end and the babies are all going to die etc. etc. You should be pretty right with just asking. Just be plain about it and just be simple. Don't go over the top, ask for the result.

So that's pretty much all I've got for optimising your YouTube video. It's a fairly simple process but as I said, it’s one makes a considerable amount of difference to ranking those YouTube properties, especially the part about the transcripts and uploading it as a caption. That is really, really valuable and produces great results.

So, I hope you found this live session today of help and I'd like you to really keep the conversation going by commenting below. Your action points for this video are to go away and optimise your YouTube videos, upload a caption and then come back and comment and let me know how it worked for you.

And if you like this and you feel it's been valuable, please share it with your friends.

Until next time, that's all I've got for you today. I’m Shane Walker and we'll talk soon.
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