Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

How to Optimise Your YouTube Video and YouTube Channel

Optimising YouTube


Although people are beginning to realise YouTube is the second biggest search engine in the world few realise you can optimise YouTube videos.  This provides huge opportunities to the organisations that take advantage of this.


YouTube optimisation roughly equates with website optimisation; the basic principles are the same.


Below is a basic introduction to Optimising Your YouTube Channels and Videos.


Your YouTube Channel Name

Your YouTube Channel Name equates with your website address.  It is the “site” where all your videos sit.  The downside is once you have decided on your channel name it cannot be changed.  So select a Channel Name that describes your “business”; one that contains your main keywords if possible.  Channels acquire “page rank” so are very important.


To find your current channel name go to the top right of your page.  Beside your channel name is an options tag – you can add a description here, change settings etc. (see below).

If you aren’t happy with your channel name, you could set up another account/channel, but beware the fact that channels acquire “domain age” .. so you would lose this and your associated page rank.


Optimise your tags – similar to metatags on a website.


Using those keywords you would use on a webpage is a good strategy. So is researching them in the same way – via Keyword tools, Analytics, Insights etc. 


Something people miss here is how you separate keywords and keyword phrases use commas. 

Use no more than 4-5 keywords per video.

Keywords need to match any voiceover in your video … Google uses voice recognition to ensure compatibility and prevent fraudulent practices



Optimise individual videos – a bit like optimising individual webpages.


There is more to it than just using descriptors and tags.  The factors that affect ranking also include: –

  • Channel Rank
  • Links to videos
  • Comments on videos
  • Number of views



Number of views on Youtube videos

Number of views is not the most important factor.  You can prove this by searching for a video topic .. often those with low view numbers get higher up the page.


But you should still try to get as many views as possible as this can drive traffic to your website.


One way to get views is to automate a video on your channel.  One video can be featured on your channel and can be set to run automatically when someone visits the channel.  Each time it starts, it counts as a view.



Comments on YouTube videos.

These are like “likes” and make a difference.  Ask people to comment.  Comments breed comments.


Links to videos

Links to videos are a bit like links to your website.  Very powerful.

Links from other people’s channels is the best way.  Look for high ranking relevant channels and link to them .. many will reciprocate.



Getting YouTube Subscribers.

There is a subscribe button above each video that allows people to subscribe to your channel and be notified of updates.  A subscriber equates to a link.

Like website incoming links, not all links are equal.  Subscribers that have a high number of subscribers give more “link juice”.


Other strategies include promoting to

  • Website traffic
  • Newsletter readers
  • Via email signature
  • Blog followers
  • Leaving a comment on relevant videos (leaves a “do follow” link so adds value).
  • Getting people to share – see the share button on top right of videos.  A great way to post to social media, get people to embed the video onto their website or email the video to email addresses (e.g. clients, family, friends, etc.).  The email option allows you to load multiple email addresses .. so gives you huge reach.



 The next move – Getting Traffic from YouTube to your website


This is important as it means you can then “sell” from your website.


  • Put a link in your descriptor – use http://wwww.YourSite. And ensure it is in the first 1.5 lines of your descriptor (this displays on screen)


  • Annotate your video – this puts a “Call to Action” text box in the video.  Putting a page containing this at the beginning and end of a video is a good strategy.


  • Use a Call to Action (CTA) overlay. This is effectively an “Adword” ad on YouTube and can appear on your video.  Like an ordinary Adword, it can take those that click on it to a webpage.  

        I’ll explain how to do this in a future post.




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