Video SEO 101 | How to Optimize Videos for YouTube

From grabbing attention to boosting engagement, creating video content can have some serious benefits for your website. But if the content isn't properly optimized for YouTube or search engines, you're throwing away some major traffic. If you want to get the most out of your content, you need search engine optimization (SEO). But what exactly is video SEO and how can you optimize your videos? 

Video SEO is the process of optimizing video content to rank higher in search results — both on Google and platforms like YouTube. The goal is to increase visibility, drive more traffic and ultimately grow your audience. The problem is, algorithms can't 'watch' videos, so they rely on metadata — like titles, descriptions and tags — to understand your content. 

Here, we'll be sharing our top video SEO tips for YouTube and Google, so you can get your content discovered by the right people. 

Use targeted keywords

Keywords play a crucial role in how Google ranks your website. These are the exact words and phrases people use to search for content like yours. 

Using the right keywords in your titles, descriptions and tags increases the chances of your content appearing higher in search results. You can also use keywords to find out what kinds of topics your audience is searching for, so you can tailor your video SEO strategy to make the kind of content they want to see.

You can find keywords using tools like Google Keyword Planner, Moz Keyword Explorer, Semrush or Ahrefs. Simply enter your topic and you'll get a full list of words and phrases, along with their search volumes — this is the average number of people searching for that term each month.

Match search intent with video content

Something to bear in mind when it comes to SEO for video is the search intent: do people searching for that term want to see video content? Basically, does video make sense for that type of query? If you're not sure, just type the keyword into Google and see what comes up. If video results show up at the top, then go ahead. 

For example, let's say you host an art blog or channel and type "watercolour" into your keyword research tool. You might find that a lot of people are searching for the phrase "watercolour tutorial".  When you type the term into Google, video content is ranking at the top. Makes sense — this type of topic is very visual. So, you could create a video with the title "Easy Watercolour Tutorial for Beginners | Step-By-Step".

On the other hand, you might find people are also searching for "types of paint brushes". This content is better suited to a written guide, so video content wouldn't be the best fit.

Many keyword research tools also let you filter by results feature, so you can narrow down your keywords to video-led searches.  

Write a detailed description

It's not just your title that's important. Google and YouTube also use video descriptions to determine what a video is about — and rank it. You can boost the SEO of your YouTube video by adding a thorough, keyword-optimized description to give the algorithms (and viewers) more context. 

Briefly explain what viewers can expect from your video by highlighting key points or steps and include your target keywords within the first 2–3 sentences. For longer videos, adding timestamps not only helps viewers navigate your content, but also adds keyword-rich text for search engines. You can read our guide to timestamps and how to add them to videos here.

Add video tags

Tags play a crucial role in video SEO, helping search engines and platforms like YouTube understand your content. You can add tags right in YouTube Studio: after selecting the video you want to upload, head to the 'Tags' section and choose any that are relevant. Remember to start with your primary keyword first before moving onto any variations or related terms. Avoid overloading with irrelevant tags as this can do more harm than good to your rankings.

Add transcripts & captions

These days, transcribing video to text is essential for a good video SEO strategy. As we mentioned earlier, Google and YouTube algorithms can't watch content, but they can read written text. Since transcripts are a written version of your video content, search engines can understand it. And, because transcripts naturally include your keywords (including long-tail search queries), publishing them on your site can really boost your search visibility. 

David Schneider, writing for SearchEnginePeople, noted that the radio show This American Life puts 6.68% of their search engine traffic down to their transcripts. He also explains how YouTube videos that add captions can also expect to see around a 7.32% increase in views.

So, while a visitor might be able to watch and listen to your content without needing to see the transcript, it’s actually the keywords from the transcript that bring them to your page in the first place. It's also incredibly easy to do using transcription software like Trint, which gives you a fully editable transcript in minutes. You can even use our AI summarizer to help you generate your video descriptions.

Transcription also brings the potential for generating captions. These allow your content to be viewable even on mute — think commuters or folks passing time in doctors' waiting rooms. Including transcripts and subtitles also makes your content more accessible to those who can't listen to your audio, either due to a disability or because their native language isn't English — another key ranking factor for search algorithms. 

Encourage engagement

Ever been asked to "smash that like button" by a YouTuber? That's for engagement. And it's invaluable for video SEO. 

YouTube and Google algorithms use engagement as a ranking factor. Essentially, if people like the video, then other people will, too. Watch time, likes, comments, shares and click-through rates all class as engagement, so encourage your audience to interact with your video to help give it a boost.

Similarly, an engaging thumbnail can persuade viewers to click on your video in the first place. Choose a crisp, high-resolution image that reflects your video's content. Bold, easy-to-read text and vibrant colors make it pop, while expressive faces or action shots can pull viewers in and generate clicks.

Honing your video SEO takes time, but it's worth doing. Remember, consistency is key. Regularly analyze performance, adjust your strategy and keep refining your content to stay ahead of the competition. 

With Trint, you can generate transcriptions and captions in minutes. Start your 7-day free trial today or book a demo with our team to find out how you can streamline your creative process. For even more tips like these, take a look at our guides to podcast SEO and SEO for journalists.