YouTube is currently the second largest search engine after Google. Over 800 million unique users visit YouTube each month, while over four billion hours of video are being watched each month. More and more companies and marketers have started delving into this new online marketing tool that undoubtedly all these years has charmed both consumers and businesses. Briefly, some of the advantages YouTube transfers to all these businesses that make use of it include:
- The low cost of advertising, in contrast to conventional TV ads
- The ease of YouTube integration with the company’s main website and other social media
- The facilitation of content marketing strategies as YouTube itself is able to stand beside row text and provide a richer taste of the promoted product or service
Of course, the advantages do not end up here, and they could take a long time to be unrolled. Particularly, in this post, I will try to analyze the various factors that YouTube takes into account in order to rank its videos. It’s absolutely clear that the algorithmic complexity YouTube uses to attribute weight to each video and then display it in a predefined order is not as much advanced as the one Google has built all these years to index the entire World Wide Web.
Nevertheless, throughout this post, I will highlight the most significant elements for both YouTube channels and individual videos, which have to be taken under consideration in order to make able for businesses to gain high YouTube rankings.
How YouTube rank videos?
It is good to have a first taste on how YouTube ranks its videos. In fact, there is no clear evidence on how YouTube ranks the videos but the next four factors seem to be the dominants for the achievement of high rankings:
- Number of views
- Video Title
- Video Description
- Video Rating (likes, dislikes)
YouTube keyword research is a vital part of YouTube optimization. Before we start explaining each of the particular video and channel elements it is fundamental to conduct a keyword research similar to the one all online marketers and SEOs do for the purposes of a website.
Therefore, the keyword research will be able to identify all these keywords that best match to the video and can be included in the video title and description. YouTube keyword tool is the best tool to show the search volume of keywords and make suggestions in new keywords (https://ads.youtube.com/keyword_tool).