YouTube is now a resource that is simply wildly popular among Internet users, ranging from the smallest users who love videos about some Minecraft, and ending with people of old age, who at any time can familiarize themselves with the content on planting plants in the garden.
According to Wikipedia, YouTube is the second most visited site in the world. I think you understand where I am getting at. It is simply blasphemous not to use such a resource in the promotion of your own business, so many companies began to master the promotion through YouTube. In one of our articles, we talked about how to pump your YouTube channel and use it to promote products or services. For example, on our channel we talk about the tricks and nuances in the field of Internet marketing.
But in order for your video to be viewed by as many people as possible, unfortunately, it is not enough just to upload it to a video hosting service. It is necessary to take into account many different nuances, which we will discuss below.
Youtube channel optimization: where to start
1. Collecting semantics
It is worth saying that YouTube, in fact, is not much different from search engines like Yandex and Google: it also has a search bar and the ability to search for videos on demand. Therefore, it is worth starting work on channel optimization with the collection of semantics, that is, key queries. Such keys on YouTube are called tags differently (not to be confused with hashtags – more on them later). They will help us with channel optimization: for compiling descriptions for videos, titles of the channel itself and videos. In addition, the list of requests will help you understand what topic you can shoot videos on, what interests users.
We want popular informational queries with good frequency. It is also important to consider the topic of the channel and not take too general keys. For example, for a channel about aikido, the query “sport” will be too general and will not lead to the necessary traffic.
You can select keys in different ways: manually or using specialized services.
Firstly, YouTube itself can easily help you collect semantics. By typing an important key into the search, you will see what else people are interested in, that is, you will learn how to expand the query:
Second, you can push off competitors in your area and spy on them what queries they use.
To do this, go to the page with some video of a competitor on YouTube, open the page code (holding down the Ctrl + U key combination) and find the word “keywords” through the search (Ctrl + F):
There we will see the requests for which the competitor is promoting, and, accordingly, we will be able to adopt them.
It is important to take into account the degree of promotion of competitors: we recommend taking for analysis those who have a lot of subscribers and views.
You cannot do this without Yandex.Wordstat: this service will help you expand the semantic core, and also tell you the frequency of the request (the number of people who searched for this key in the last month).
If you do not fully understand this service, we recommend that you study our detailed guide.
You can also use the Keyword Tool service – it allows you to search for queries based on suggestions from YouTube itself.
To do this, enter a keyword in the YouTube tab and get a list of tips.
Unfortunately, you have to pay for the opportunity to view additional information (number of requests, trend, CPC, competition), but the list of requests themselves is available free of charge.
Another search query assistant service is the Keyword Planner from Google Ads. We enter a key request and get an extended list of keys.
2. Channel name
How you name a ship – so it will float, so naming should be given due attention. We recommend that you use a high-frequency key or keywords that match the topic in the name, as well as your brand name. For example, like this:
To do this, you need to log in to YouTube through your Google account and select the “Create channel” item in the menu:
3. Profile photo
After creating a YouTube channel, you will immediately be prompted to upload an avatar.
It is worth thinking carefully about the title photo – it should attract users and be remembered by them. You can use the company / brand logo, if available.
4. Channel description
In this section, you should write essentially: what the channel is about, what topics you will post videos on. In this case, it is advisable to use the queries that were selected earlier.
For example, this is the description for our YouTube channel:
5. Links to social networks
We also recommend that you provide links to your social networks, if any, so that users can go to other resources of your company directly from the channel header.
On the channel itself, links to social networks are located here:
After that, the channel will be created (you can add a description, photos and social networks later if you can’t decide right away).
Optimizing Youtube channel after creation
6. Adding keys to settings
The key queries we selected earlier also need to be added to a special dedicated section in the channel settings. Thus, you will help YouTube determine on which channels and video pages you can recommend your content (on similar topics). To do this, go to the settings:
There we press “Channel status and available functions”:
In the window that opens, go to the “Basic Information” tab and enter our key queries on the topic of the channel here (no more than 15 pieces):
In this field, you can enter both individual words and phrases. In the latter case, for YouTube to understand that the phrase is inseparable, it must be enclosed in quotation marks.
7. Channel cover
We recommend using an image with a slogan / USP and a logo in the company’s corporate colors in the channel header. Example:
You can change the cover through the YouTube Creative Studio section:
Here we go to the “Channel settings” section, then the “Branding” tab and click “Load” next to the “Banner image” inscription:
8. Trailer and Featured Video
Also in the channel settings you can add videos that will be shown on the main page.
For the trailer, we recommend using a short video no more than 2 minutes long. You need to try to hook the user and make them stay on your channel.
And then you can change the URL of your channel to make it memorable, and not just a set of characters. But this can be done only if the channel has 100 or more viewers and if it was created at least 30 days ago. Plus, you must also have your profile photo and channel background image loaded.
10. Description and titles of videos
In both cases, it is necessary to use key queries. It is advisable to use a high-frequency and most relevant key in the video title. An example of an optimized header:
Yandex.Wordstat – instructions for use…
You can also add numbers, question words, etc. to the title of the video to increase the click-through rate. For example:
In the description, it is necessary to place informative text about the content of the video using important relevant keywords. You must interest the user so that they want to watch your video.
A good tone is to add timing with division into semantic blocks in the video for the convenience of users. Thus, you will not only help the user, but, firstly, you will be able to write key queries, and secondly, you will avoid the user leaving the page if he suddenly starts watching your video and gets tired of waiting for the information he needs.
Also in the description you can specify links to your social networks with a call to go to them.
At the end, use hashtags related to the topic of the video. They are needed so that the user can quickly find a video on a given topic. Hashtags always start with the # symbol and must be written together, even if this is a phrase. Individual words can be started with a capital letter to visually divide a piece of text into semantic parts. Example:
It is advisable to use no more than 15 hashtags for one video.
So, you can add a video through the Main tab in YouTube Creative Studio:
Click “Select Video” and add a video from your computer.
After that, you will be able to fill in the title and description of the video.
In addition, before adding a video to YouTube, you need to register its name in Latin. For example, “poisk-po-zaprosu-v-youtube”.
11. Video tags
You can also add tags to the video itself in the process of adding to YouTube (that is, indicate keywords). To do this, you need to scroll a little lower (after the title and description) and enter the keys separated by commas:
With their help, you can group videos by subject for the convenience of users. For example, on our channel, playlists look like this:
13. Community Tab
YouTube has the ability to interact with the audience. So why not use it? Using this tab, you can share important information with users, ask for advice, conduct polls, post news.
We will not leave you without an example:
This way you can keep your audience interested and increase their engagement.
14. Video linking
This trick will help you keep the user on the channel. There are 2 functions for this: Hints and End Savers.
The hints look like this:
When you click on this icon, a panel with a video selection will open:
And the end screen saver with videos looks like this:
That is, you give the user a chance to see your other videos, forcing them to stay on the channel longer.
You can customize the end screens and tips when adding a video in the “Add-ons” tab:
There are many nuances to be considered in order to optimize your YouTube channel, but overall, this is not a big deal. We collect semantics, write titles and descriptions for both the video itself and the channel, add a background image and a logo, use playlists and do not forget about linking.
Of course, you will have to spend a couple of hours to figure out the video optimization, but in the future you will do it automatically. If there is no way to figure it out on your own or you are worried that the YouTube functionality is too complicated, contact us – we will help. =)