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How to rank videos on YouTube and in Google search

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YouTube is the second largest search engine and the second most visited site on the web, right after Google. In this session Alexander will show you why getting into video in 2020+ is essential, how to setup up a content strategy that works long-term, which tools to use and how to rank videos in Google search to get as much exposure as possible.

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How to rank videos on YouTube and in Google search

  1. 1. Alexander Rus at #seozraz YouTube SEO
  2. 2. SEO zraz 2020 Alexander Rus Massive SEO & Content Marketing Nerd Alexander is founder and CEO of Evergreen Media�, a content marketing agency with a focus on SEO. For more than 10 years he has been obsessed with search engine optimization and since 2016 he is active on YouTube.
  3. 3. How I got into YouTube SEO zraz 2020 Selling SEO is about trust and expertise How do you start out if you have the expertise but not the trust? TodayStarting point Almost 200 videos online +7.500 subscribers / 5% growth rate +4,75 Million Watched Minutes +50% of our leads last year
  4. 4. YouTube in numbers SEO zraz 2020 most popular website after Google 65% of people use it to solve a problem (thinkwithgoogle.com, 2020) largest search engine after Google actually a giant video recommendation engine recommendations drive 70% of what we watch (qz.com, 2018)
  5. 5. 50 % 80 % 157 % of users searched for online videos about a product or service before visiting a store (Google, 2016). can a landing page be boosted by including a video (unbounce.com,�2020). increase of organic search traffic on a webpage when containing a video (Vidyard, 2019). Everybody loves videos 55 % of searches in the US return a video, 82% of the time a YouTube video (tubularinsights.com,�2015).
  6. 6. YouTube search ranking factors
  7. 7. What correlates with YouTube search rankings? SEO zraz 2020YouTube search ranking factors https://www.briggsby.com/reverse-engineering-youtube-search
  8. 8. What works from our experience? SEO zraz 2020 User satisfaction: Watch time, average view duration & percentage Video optimization: Title, thumbnail, CTR... Engagement: Comments, saves, shares, likes Channel authority: Subscribers, total watch time, views YouTube search ranking factors 1. 2. 3. 4.
  9. 9. Video Content Strategy
  10. 10. "YouTube keyword research is different! People are here to learn and to be entertained."
  11. 11. How do I find the right keywords? SEO zraz 2020Video Content Strategy
  12. 12. Video Optimization
  13. 13. "Content is king. We can only influence the initial assessment and optimize for Suggested."
  14. 14. For starters SEO zraz 2020Video Optimization Focus on a keyword driven strategy starting out. Check out the top videos of other successful channels. Informative, inspirational, educational, entertaining Videos should be at least 4,5 minutes long.
  15. 15. Custom Make it relevant No clickbait High in contrast / contrast YouTube colors Clear branding for recognition Best practices for thumbnails SEO zraz 2020Video Optimization
  16. 16. Try to start with your keyword. Ideally shorter than 50 characters. Keep it focused. No clickbait. Otherwise: Just like a title tag or headline! Best practices for titles SEO zraz 2020Video Optimization
  17. 17. Focus on the first 125 characters. Use timestamps. Give it some meat. Keep it focused. Do your SEO thingy. Best practices for descriptions SEO zraz 2020Video Optimization Don't link out to much. (Starter)
  18. 18. Use broad match keywords. Keep it focused. Can you guess the topic? Copy tags from similar popular videos Best practices for tags SEO zraz 2020Video Optimization
  19. 19. Ranking videos in Google Search
  20. 20. Go for keywords that return a video box. Analyse what ranks before making a video. Use the research for a video and an article. External traffic also helps generate watch time and subscribers. Understand SEO zraz 2020Ranking videos in Google Search YouTube videos are the perfect barnacles. You can rank without a strong website and videos are also used for featured snippets.
  21. 21. Which keywords? SEO zraz 2020Ranking videos in Google Search
  22. 22. Which keywords? SEO zraz 2020Ranking videos in Google Search
  23. 23. Optimization SEO zraz 2020Ranking videos in Google Search Write a relevant article and embed the video. Alternatively: Transcribe the video. Promote the video in forums, on Quora and with guest posts. Don't forget: Video Markup
  24. 24. My key learnings
  25. 25. My gold nuggets (1/2) SEO zraz 2020 There is nothing like video to boost "know-like-trust". Stay true to your brand and be authentic. Listen to and engage with your audience. Combine research for videos and website content.
  26. 26. My gold nuggets (2/2) SEO zraz 2020 Produce in batches. Invest at least 30 minutes in the title and thumbnail. Analyse Audience Retention and CTR for every single video. Promote successful videos through YouTube Ads. and......
  27. 27. ...just get started and test what works for your brand.
  28. 28. We love SEO.
  29. 29. Sources https://www.youtube.com/user/derraleves https://www.youtube.com/user/vidcon https://blog.hubspot.com/marketing/youtube-seo SEO zraz 2020Topic https://moz.com/blog/the-abcs-of-video-content https://www.briggsby.com/reverse-engineering-youtube-search https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index- vni/white-paper-c11-741490.html https://biteable.com/blog/tips/video-marketing-statistics/ https://tubularinsights.com/youtube-google-search-results/ https://mention.com/en/blog/video-content-strategy/

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