YouTube & Video Marketing
RGM° · Training
Video SEO and Discovery
Its own discipline. YouTube SEO factors, keywords, metadata, thumbnails, engagement, cross-platform.
Why video SEO
YouTube is the second-largest search engine. Video also appears in Google search results, increasingly in AI Overviews. Video SEO drives discovery without paid spend.
YouTube SEO factors
- Title and description keyword relevance.
- Tags (low impact but still matter).
- Watch time and AVD (average view duration).
- Click-through rate.
- Engagement (likes, comments, shares).
- Subscription velocity from video.
- Closed captions / transcripts.
- Topic authority of channel.
Keyword research
- YouTube search suggest.
- vidIQ and TubeBuddy.
- Google Keyword Planner.
- AnswerThePublic for question terms.
- Competitor video analysis.
- Search volume + competition.
- Title: keyword + curiosity hook; 60 chars typical.
- Description: 1–5 paragraphs; keyword in first 1–2 lines.
- Tags: 5–10; relevant; specific.
- Categories.
- Chapters for long-form (helps search).
- Hashtags (3 max).
Thumbnails
- Custom, not auto-generated.
- High contrast.
- Faces and emotion when appropriate.
- Text overlay readable at small size.
- Branded consistency across channel.
- A/B testing (YouTube Studio).
Engagement signals
- Engagement drives algorithm.
- Ask for comments and likes (CTA).
- Reply early to comments.
- End screen and cards drive within-channel.
- Community tab posts.
- Pinned comments curate discussion.
- Google search rich results for video.
- Embed on owned property for SEO benefit.
- Schema markup (VideoObject).
- Transcripts for accessibility and SEO.
- TikTok, Instagram Reels, LinkedIn for cross-platform reach.
Advanced playbook
- Quarterly keyword strategy.
- Thumbnail A/B testing continuous.
- Watch time optimization.
- Chapters and timestamps on long-form.
- Transcripts and closed captions on every video.
- End-screen and card strategy.
- Community engagement.
- VideoObject schema on embedded videos.
- Annual content audit and refresh.
- Series formats build topical authority.
Common mistakes
- Auto-generated thumbnails.
- Titles SEO-stuffed without hooks.
- Descriptions thin.
- Captions / transcripts absent.
- End screens missing.
- Watch time not optimized.
- Community engagement absent.
- Cross-platform repurposing skipped.
- Schema not applied to embedded videos.
- Annual content audit absent.
Operating checklist
- Keyword research per video
- Custom thumbnails A/B tested
- Titles with hooks + keywords
- Descriptions optimized
- Transcripts and captions
- End screens and cards
- VideoObject schema on embeds
- Engagement CTAs
- Community engagement
- Annual content audit
Sources and further reading
- YouTube Creator Academy
- vidIQ and TubeBuddy SEO research
- Roberto Blake creator advice
- Think Media SEO content
- Tom Buck creator strategy
- Schema.org VideoObject
- Google Search Central video SEO
- Backlinko YouTube SEO research
- Tubular Labs video research
- RGM SEO Mastery series
- RGM Content Marketing series
- Modash video research
Part of the YouTube & Video Marketing series.