YouTube is becoming more and more targeted by content marketers - and wisely. The video platform is generally considered to be the second largest search engine in the world and incidentally then the largest for moving images - the question of whether a company is represented here and search engine optimized should come to light, must accordingly, as it were, neither or more.

Download: YouTube Marketing Guide

Afterwards, Facebook was the second most used social media platform in the world, and no other network offers such a platform high potential for reach superstructure. "Branded entertainment" is particularly suitable for this, ie clips produced by companies themselves with a high entertainment factor, which should by no means come across as clumsy advertising. Per minute it is already about 500 hours of new video content uploaded to YouTubewhich leads to fierce competition for the gift of potential audience. 

How you can assert yourself here and make it to the top of search results thanks to YouTube SEO, we reveal in this restriction.

YouTube search engine: Audiences of millions for the benefit of your company

YouTube is a mix of Social media platform and search engine. On which unified page, users can subscribe to channels, comment on videos and, thanks to the recommendations of the algorithm, see new content. On which other side is the platform casually precisely used to make search queries: as a model, to find an explanation of the best of a topic or an instruction manual.

In addition, YouTube videos are often played casually in Google's search results, which further increases the reach of the content published there.

Approximately 47 million adult Germans use YouTube and thus testify to it most important platform for the best of moving images. In particular in which Group of under 44s YouTube is popular. Accordingly, if you want to pursue a future-oriented communication strategy, you should also use video formats. 

However, you won't get very far with classic advertising: the audience expects entertaining Content with added value. In addition, you are of course competing with numerous other channels for the gift of your target group. In order to stand out from the great neutral conductor of content, it is important to put quality instead of quantity. How this works is summarized in seven tips for the best of you.

Seven tips for getting the best from top rankings beyond YouTube

1. Design the video length and entry skillfully

Up YouTube are not just the number of views, but above all the Playback time (English "Watch Time") decisive for the best of your ranking. This not only takes into account the playback time of individual videos, but that of the entire channel.

Important here: Playback time does not only mean minutes seen. Rather, it is this product Views and average playback time.

That is why the maxim “the shorter, the better” does not necessarily apply to YouTube. If the content of your video is complicated and requires a longer explanation, you should not artificially shorten it, otherwise the information content will be lost. 

Design your video for the first 15 seconds so that viewers do not switch off. Right from the start, it should be conveyed that this, which was promised in the title and explanation, is casually adhered to and is not clickbait.

At best, a casual preview of the rest of the video should be given so that this audience can unite syllabus. C / o a longer video duration, we recommend embedding a table of contents with jump labels in the description text.

2. Use the right keywords

With which suggestion option you can, as in the context of Google, trade a rough keyword conclusion. You can casually examine the keywords that you want to rank more closely with various online tools such as soovle or kparser. If you also set niche keywords here, you can take advantage of a relatively high search volume in the context of less competition. 

After successful keyword inference, you should earn your main keywords stringently. Start doing this before uploading your video while you are doing this Keyword in the filename to write. This is taken into account by the YouTube algorithm.

3. Set the right SEO tags on YouTube

YouTube offers the option of adding SEO tags to videos. As a result, which algorithm knows exactly where your Classify video is. With the right ones YouTube tags improve your development opportunities considerably, in which sidebar under the related videos to be displayed. Limit yourself to about ten keywords that are as precise as possible, otherwise the individual tags will lose their relevance.

You can use the SEO tags casually to react to incorrect spelling by the users. Brand names or terms borrowed from other languages are typed incorrectly multiple times. If you know which misspellings are particularly common, you can record these in the tags. As a result, you will then be found casually to the best of these very terms.

4. Optimize title and explanation

That title is what users' first contact with a video is. From there it makes sense to do this Main keyword to be placed here as prominently as possible. Which title should not summarize more than 100 characters, as it will only then be displayed in full lanthanum in the search results.

The descriptive text has a volume of 5,000 characters, of which only 120 characters are displayed in the clearly visible range ("above the fold"). You should accordingly for the best of them important informationsuch as a register or a link to the website. Whatever else is ideal for embedding long-tail or secondary keywords.

SEO-for-Youtube-Loreal descriptive text

This model from the beauty brand L'Oréal shows how to do it right: That title arouses motivation, promises entertainment and does not look like a screen.

As soon as the title is given and which explanation is given, users should have the feeling that this video offers them added value and information content.

5. Use an appealing thumbnail

That thumbnail should already be the tonality of the video. Often in connection with YouTube thumbnails, the slogan “The more colorful, the better” applies. But too many colors and emojis quickly appear dubious and may not match advertised product.

The following example from Opel shows how, in addition to a brand channel, various buyer personas can be addressed through thumbnails, which is noticeable through this thumbnail: Sinister, the tonality is informative and trustworthy, on the right, thanks to emojis and gaudy writing system, tends to be relaxed and juvenile.

SEO-for-YouTube-example-Opel - Thumbnails

Competitor BMW, on the other hand, uses a uniform, thoroughly serious thumbnail concept for its entire waterway, which corresponds to the brand concept and which target group.

SEO-for-YouTube-example-BMW thumbnail design

6. Insert subtitles manually to further improve your YouTube ranking

Don't rely on YouTube's unsolicited generated subtitles as the translations are mostly incorrect. If possible, improve manually afterwards. That expense is worth it: By writing down which algorithm can select the content of your video, which has a positive effect on this ranking. That is why it is recommended, yes while writing respecting the script to use appropriate keywords.

Conversely, it is not just because of the keyword embedding that your videos benefit from well-texted subtitles. Primarily, they make this video accessible to a much larger (other language) target group, which has glaring strength in addition to the number of views and the playback time.

7. Which network interact with

Since likes and comments improve your ranking, you should be cautious about interacting with your network. Be it with one Call-to-Action, which the user community to Answering a question in the comments, or casually a Linking to the subscribe button in the video.

The latter is available for the hands of the latter the credits (the so-called End Card) that appear at the end of the video. Immowelt shows how this can be used effectively.


The real estate platform links your website, the song from the clip and another video belonging to the campaign. The subscribe button is hidden behind the company logo at the top right.

Conclusion: improve YouTube ranking with SEO

The optimization of YouTube videos is reminiscent of classic SEO for the best of websites in many ways and is therefore not new territory for marketing. The more the video advertising wins, the higher it gets Quality standards.

That can be seen in storytelling campaigns like Edeka's "Eatkarus" Recognize that combine immense production costs. But there is no need for such high-budget spots to be successful on YouTube. Who out clever formulations respect that Correlation with what network maintains and also sets target group-specific thumbnails, can incidentally mix in the top ranking places with a low budget.

youtube marketing guide

Cover photo: tudmeak / iStock / Getty Images Plus

Originally published March 4, 2021, updated March 4, 2021

Original source Hubspot

Published On: March 4th, 2021 / Categories: Digitales Marketing /

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