Exploration of YouTube descriptions and their relationship to SEO, brand building and CTAs

2. Describe the
relationship
between keywords,
channel and video
descriptions and
video performance.
Choose your
keywords for the
descriptions.
Create effective
YouTube channel
and video
descriptions.
2021 © Copyright Troy Tarpley 2

3. Types of Descriptions
• YouTube channel description
• Text on your channel’s “About” page
• Helps viewers understand what to
expect from your brand
• YouTube video description
• Text below each of your videos
• Helps viewers find your content and
decide whether to watch it

5. Use specific keywords
• 1-2 keywords that accurately describe your content
• video’s description and title
• Google Ads Keyword Planner and Google Trends

6. Repeat your keywords
• Use your keyword two to three times
for best results.
• Avoid Keyword stuffing or packing.

7. Find complementary keywords

8. Tell viewers what to expect
• Viewers will stop watching them partway through
• Will damage your search rankings and reputation

9. Write like a human

10. Front-load important information

11. Add links and metadata below the fold
• If a viewer does decide to “show
more,” chances are they love your
stuff.
• Add a brief channel description, your
social media handles, and relevant
product links

12. Optimize for CTR (click-through-rate)

13. Offer value
• Include an obvious value proposition in your descriptions
• Answer at least one of these questions:
• Why should someone subscribe to your channel?
• How will your video benefit them?

14. Include CTAs

15. Save time with default descriptions
• This feature automatically adds key channel information to every video you
upload.

16. ..but make your descriptions original
• Unique descriptions generate better search results than templates do

17. Use timestamps

18. Use http:// or https://
• Your video description is one of the few places YouTube lets you link out. Use
it! Remember to add “http://” to all URLs to make them clickable.

19. Test descriptions on multiple devices
• Seventy percent of YouTube views now come from mobile.
• Ensuring your descriptions are visible and compelling on all screens is a must

20. Add (a few) hashtags

21. Copy your competitors
• Your video is most likely to appear as a suggested video for content that uses
similar keywords

22. Add links to helpful resources

23. Credit your sources
• Crediting your sources is the fair
thing to do.
• Great way to build relationships and
foster future collaborations.

24. Use YouTube Analytics
• Crafting descriptions is as much a science as it is an art.
• Tweak your copy, track what happens, then revise again.

25. 2021 © Copyright Troy Tarpley 25
Describe the
relationship
between keywords,
channel and video
descriptions and
video performance.
Choose your
keywords for the
descriptions.
Create effective
YouTube channel
and video
descriptions.