Imagine searching for your company or product on YouTube and not ranking first. You ask, “Why can’t my customers find me???” Two words: YouTube discoverability.
What? YouTube discoverability means how your video is optimized to be found by YouTube’s search engine. (Remember, YouTube is the world’s second-largest search engine!)
When you search YouTube to see where your video content ranks, the results are based on a formula that gives weight to how relevant viewers find the videos. Thus, the two most important ranking factors for where your content shows up in a search are watch time and engagement.
Who Shows Up Before You and Why
You might be asking, “Why is everyone showing up before me?” It means a few things. Maybe you aren’t speaking YouTube’s search engine algorithm (SEO) language about how to rank your content. Or worse, your competitors are talking to YouTube better. Salt in the wound? Someone might be using your content to get a kickback every time a customer follows an affiliated link and buys your product from a third-party retailer like Amazon.
That’s leaving money on the table.
The importance of keywords in YouTube discoverability
Unlike Google where you can pay to be on top, YouTube search results are based on how relevant the content is to the viewer. Two major ranking factors? Watch time and engagement.
The longer people watch your content and the more they engage (share, like, comment), the higher your video will rank.
If your competitor is showing up before you, it could mean their titles or keywords are more relevant to the audience.
Think of your keywords like pinpoints on a map. They tell YouTube what your video is about. Your title helps viewers decide if your content is worth clicking on. Best practice is to use 15 keywords, so choose them carefully.
Just because you have someone dressed as Abe Lincoln doesn’t mean you want to use Abe Lincoln as one of your keywords. You don’t want to have viewers searching for information on Abe Lincoln for a school report bounce from the video the minute they realize your video isn’t about the Gettysburg Address. This can negatively impact your watch time, which can make your video rank lower next time someone searches for your keywords.
How are customers searching for you?
Have you thought about how your customers are searching for you? Do they misspell or mishear your name? When they think of your brand, how do they come find you? Do your video assets speak to their search intent?
Meet them in the middle. If your customer needs to know how to use your New Widget, then title your video “How to Use New Widget.” If half of your customers who convert to leads spell your company’s name wrong, consider making one of the misspellings a keyword.
Take our free YouTube audit here to see where your channel stands on best practices such as titles and keywords (plus 15 other key metrics).
Or schedule a call to learn more about our comprehensive YouTube video marketing strategy.