Over the last few weeks we’ve been taking you through the steps involved in developing your brand’s presence on YouTube. One thing is for sure – creating great content is crucial in gaining success on YouTube, but it’s only half the battle. Did you know that YouTube is the world’s second-largest search engine? It’s a big place with lots of content for viewers to choose from.

Why not stand out from the crowd and maximise your presence on YouTube by producing a successful optimisation strategy?

To get you started this week’s blog will explain how to optimise your content’s metadata so that you can maximise your brand’s presence among search results, promotions, suggested videos, and YouTube ads.


But first, what does metadata mean?

The term “metadata” can quite literally be defined as “data that describes other data”.

On YouTube specifically, metadata includes video titles, descriptions, and tags, all of which are used by Google and YouTube algorithms to determine the content of your videos.

In order to maximize your YouTube presence, it is essential to include detailed metadata for each of your uploads.


Let’s take a look at the information that makes up your content’s metadata…

1. Titles

When adding a title to your YouTube content, take time to choose a captivating yet accurate name that truly represents your video. Be sure to use common keywords that your target audience frequently type into search engines, especially YouTube.

Though it may seem like a good idea, avoid titles that trick viewers into clicking on your video as this will negatively impact its watch time and thwart trust in your company. Remember that it is perfectly acceptable to update the titles of your videos in order to keep up with current trends and customer interests, so long as your title remains relevant.

2. Descriptions

An effective video description accurately describes your content in only one or two sentences. Define the video but also be sure to describe your channel and your brand as a whole.

You may also choose to include a repeated tagline in each of your video descriptions – this should describe your channel and include several keywords that potential audiences may be searching for.

Links to other related videos, playlists, or episodes in a series, along with a channel subscription link, should also be included. However, while you may want to include additional offsite links, remember that this may encourage viewers to click away from your content sooner than desired which will lower watch time and decrease your search engine rankings.

3. Tags

Tags are keywords or short phrases that describe your content and help YouTube users find your videos. When tagging uploads, establish a set of standard tags for your channel that can be applied to every video. These tags should be combined with more specific keywords for each individual video, listed in order of relevance. Be thorough in your use of tags, ensuring that your video and channel are accurately described. As new search trends emerge, it is a good idea to update your video tags so that they respond to current YouTube searches.

Including all of the above information, when uploading your video, will make your content discoverable across YouTube. Remember, you’ve created fantastic content so make it easy for your viewers to find it!

Make sure to check out next week’s post when we will guide you through using social media to interact with your audience and build a YouTube community.

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