SEO on YouTube – why do it?

More and more marketers invest in YouTube, but most often it concerns ads on this channel generated with the help of Google Ads. Meanwhile, YouTube can also provide a brand with a significant increase in visibility thanks to organic inputs – guide videos, materials from the company’s life, reports from industry events, video instructions on how to use products – all this content thanks to which brands gain interest and trust of customers. Of course, there is a catch though. According to statistics, videos with a total length of about 500 hours are uploaded to YouTube every minute! There are billions of videos on the platform, uploaded by users from 88 countries. Therefore, it cannot be assumed that it is enough to upload a recording to the Internet to become the king of YouTube – according to our report, almost 90% of YouTube videos do not exceed 1,000 views. So, as with Google, you have to make an effort to get high in the results ranking and get noticed. This is where YouTube video positioning comes into play.

SEO of YouTube videos – what is it all about?

Positioning is still mainly associated with the optimization of the websites themselves and the texts that are on them, while this concept has a much broader definition. SEO activities (Search Engine Optimization) concern not only written content, but also all other materials posted on the Internet – such as photos or videos. Therefore, also on YouTube, we can take appropriate steps to optimize published materials and thus increase the number of views. And it is definitely worth doing, because YouTube is the world’s largest search engine for entertainment content. According to a 2019 study by Ahrefs, a few basic SEO activities, taking no more than 5 minutes, are enough to increase the organic reach of a video by 30%. If we decide to spend about 15 minutes on optimizing and enrich the video with all elements of positioning in the YouTube search engine, we can increase the reach by as much as 400%! First things first. Let’s tell you step by step what needs to be done to make our video visible on YouTube.

Step one – analysis

The basis of any orderly and effective YouTube positioning activity is an in-depth analysis of the channel and individual videos. Thanks to it, we can see what the current visibility of videos is, what works best, but also where there are problems and room for optimization. Specialized tools such as vidIQ help in this.

vidIQ is a Chrome plugin, thanks to which we can measure our YouTube positioning results and increase the organic reach of video materials, but also check the results of competitors or similar channels. What is most useful in the program is the algorithm that determines the optimization score, i.e. the estimated SEO score for each YouTube video. It analyzes all factors related to the video and determines the likelihood that the material will be high in search results or in a side list with similar videos. Thanks to the plugin, we can also conduct a channel audit or check the actions taken by the competition. It is a basic knowledge tool with which you can move to SEO on YouTube.

Step two – movie title and filename

The title is one of the first things a user sees when choosing what content to watch. However, it is also one of the elements taken into account by the YouTube algorithm when matching results to the query entered by the recipient. Therefore, it is important that it describes well what the movie is about, but also contains a properly selected keyword.

A keyword is a term that users enter into a search engine on the platform to find a video on a given topic. Its selection is very important and should be based not on gut feelings, but on hard data on the monthly number of searches for a specific phrase. In search of the best keywords, tools available on the Internet, such as the aforementioned vidIQ plug-in or Ahrefs – a keyword explorer providing results for all the most popular search engines in the world, help. The easiest way to find useful phrases, however, is to check suggestions in the YouTube search engine.

The title of the video should explain as much as possible what the user will find in the video, but it is worth remembering that in the list of similar or recommended videos, the too long name may be cut off. To make sure that doesn’t happen, we should create a title of no more than 60 characters, including spaces. However, you can also use the so-called Zeigarnik effect, which says that people feel the need to complete a process that has already begun. So when the title is too long and gets cut off, there is a chance that the user will open the video to see the rest of the name, but it’s important that it breaks off in an interesting place.

If we decide on longer titles, the most important thing is that the first three words should match the attractive key phrases as possible. Then there may be the so-called long tail phrases, CTA or clickbaits. However, the use of clickbait names works only if they really fully refer to what is in the movie. Ultimately, it is the user’s involvement in the video that determines whether the YT algorithm will continue to display this material on a given query as interesting content. If a lot of people watch the video and don’t abandon it in the first few seconds, the content is valuable – this is called fulfilling the user’s intent.

Positioning a video on YouTube will be more effective if we also include the keyword in the name of the file that we intend to upload to the platform. This is a very important step in positioning as algorithms can read the name to determine the subject of the video. The meaningless original filename reduces our chances of getting on the search results list and the recommended movies bar.

Step three – movie description

The description of the film is a place where we can include all the most important information about the material – data of the creators, place and time of production, etc. However, it is also a space that allows you to use the potential of keywords. An SEO-optimized description should include phrases thematically related to the video material, but placed in a natural way – artificial saturation of the text with any slogans we can think of will not only increase the organic reach, but may be counterproductive.

Why is setting the right description so important from the point of view of YouTube positioning? The content placed in this field is one of the elements taken into account by algorithms when categorizing videos, so including keywords in it increases the likelihood that the video will end up in the sidebar with suggested videos on similar topics. This one is an important source of views for most YouTube channels.

The character limit for the description is so high that we can allow ourselves to thoroughly discuss each material. It is worth taking advantage of this potential and creating an exhaustive description (at least 450 characters) – this is an important element of SEO on YouTube. It is important, however, that most users will only see its beginning, which is around 100-150 characters. To see the full text, it is necessary to click the “show more” button, which is chosen by a small percentage of Internet users. Therefore, the first sentences should contain the most important information about the movie and the most important keywords.

Step four – tags

The selection of tags is one of the most important steps in SEO on YouTube. They should best show users what they will find in the material, but also help the algorithms to link the film with other videos on the platform. To a large extent, it is the tags that determine which videos will be sidelined with similar content suggested by YouTube. However, it is worth choosing tags for your video carefully – too many unrelated tags may be considered spam by algorithms and result in a penalty from YouTube. The aforementioned vidIQ tool will help you choose the best tags. It can be used in two ways. If we add the first tags to the video, the algorithms will show us similar tags with great potential. However, we can also search for them manually, checking in the vidIQ program the activities of the competition that is best at positioning on YouTube. It is worth adding niche keywords in the tags, such as the name of the channel or exact phrases from the title of the movie, but also popular, though not very broad, terms. If we have a chicken stew recipe video, a better tag would be #cassersauce than alone #recipe.

Step five – adding a custom thumbnail to the video

Next to the title, the thumbnail is the most visible element on the list of results, therefore it largely encourages or discourages users from clicking the link, and thus has a significant importance in positioning the page on YouTube. Therefore, it is worth taking care of positive visual impressions of our recipients and preparing a special board that will inform about the subject of the film and attract the eyes of Internet users. It is true that we can choose one of the automatically generated thumbnails by the platform, but YouTube itself states that 90% of the most effective videos are those that have a custom thumbnail. It is important that the image is of very good quality and is legible on the list of films also on smartphone screens – after all, about 70% of YouTube users use the website via mobile devices.

The parameters relevant to the thumbnail are:
– thumbnail size: 1280 × 720 pixels,
– format: .jpg, .png, .gif or .bmp,
– file size: maximum 2 MB.

When creating thumbnails, it is worth using, for example, the Canva graphics program – it has not only a YouTube-sized creator, but also ready-made templates that we can use.

Step six – movie subtitles

Videos published on YouTube should also be enriched with subtitles. They will be useful when the user is watching video with the sound muted, and will facilitate reception for deaf people. In addition, they are very important for the positioning of videos on YouTube – the platform’s algorithm likes films with subtitles, preferably in several languages. We can add captions in various ways. The easiest way is to put a regular text transcript in the description of the movie. Then the user can read the content, but will not be able to view the material at the same time. However, we can use a simple editor on YouTube and add subtitles to the video directly on the platform. On the available timeline, let’s mark there when a given part of the text should appear on the screen and how long it should remain on the screen, thanks to which it is easy to synchronize the subtitles with the sound. However, we can also use an external tool and export the file to YouTube in the .srt format. In the case of the most important films on our channel, it is worth trying to add both a transcript in the description and subtitles in the material itself.

Step Seven – Cards and End Screens

Cards and end screens can be compared to linking in texts to various tabs of a website or external services. They encourage recipients to see other video materials, subscribe to a channel or go to an e-shop website, but also allow them to conduct a survey.

Cards are well-formatted notifications that can be set at different points in the movie using the timeline editor. When we turn on the cards on YouTube, the so-called snares which, when clicked, take the user to another movie, channel, etc. – depending on the implemented link. You can enter up to five cards in one movie. The end screens work in the same way, but appear as a full-surface element after the movie ends. You can set a selected photo as a background and place visually attractive links – for example, when we decide to enter a link to another movie, its thumbnail will appear on the screen.

By taking advantage of the end-screen cards and screens, we greatly increase the chance that a user will reach for other content we publish – especially when combined with the appropriate CTAs in the video. So it is a very important element of SEO on YouTube.

SEO on YouTube – a simple way to increase your visibility

Initially, positioning videos on YouTube may seem difficult and time-consuming, but with a little practice, it does not take more than a few to several minutes (of course it will take longer to create a transcript, but it’s really worth adding). Compared to the time needed to prepare a video, this is very little, and it can make the effort to make a recording worthwhile. Importantly, the correct positioning of a video on YouTube builds a more engaged group of users, and thanks to it, the material often scores a better average rating (the ratio of paws up to paws down) than paid-promoted videos. Could there be a better reason to start SEO?

What is dropshipping?

Dropshipping is slowly becoming a very popular concept and more and more people are looking for detailed information on this topic. It is a specific logistics model used for online sales. It consists in transferring the responsibility for the entire shipping process to the supplier. This means that the online store does not have its own goods and its own warehouses, but only cooperates with an external company that carries out orders transferred to it. Some of the benefits of such a solution are obvious – no storage costs and no need to invest in goods (which may or may not sell), so much lower financial risk. In addition, the transfer of logistics to an external entity makes running a business much easier. Of course, that doesn’t mean dropshipping has only advantages.

Advantages of dropshipping

It cannot be concealed – dropshipping is a very tempting solution that greatly simplifies the process of running an online store and allows you to start earning money on your own account very quickly. You can list many advantages of the system. What kind?

Own business without a lot of capital
Setting up a company usually requires some investments, and in the case of a store they are significant – you need the entire infrastructure to handle orders, as well as the goods and the idea for an online store. Meanwhile, dropshipping allows you to “cut” most of the costs of the project. The only expenses you have to bear at the beginning are those related to the operation of the store’s website and shipping. This means that basically anyone can afford such a business. Moreover, the lack of significant expenses means you can quickly see a return on your investment and start enjoying your profits.

Running your business from anywhere
An online store run in a standard way gives the owner a lot of freedom, but not entirely. It is necessary, among others having a stationary warehouse where goods are stored and where orders are completed and prepared for shipment. Dropshipping is a model that offers much more freedom. You don’t have to have a warehouse that requires inspection at least from time to time. This means you can just work from home and earn money without leaving your home. A trip to another city or even a country is not a problem either. You just need a good internet connection to control your business all the time.

Less responsibilities, less responsibility
By running your own online store in the dropshipping model, you are mainly responsible for collecting orders, acquiring customers and maintaining relationships with them. If the e-shop is integrated with a wholesaler, the inventory and prices are updated automatically. Many companies also offer after-sales service (i.e. primarily returns and complaints). Therefore, the scope of your duties and responsibilities is limited. This means more private life and less stress.

A simple way to do business
The traditional model of running a store also requires much broader knowledge, for example about the logistics process. In addition, it is usually necessary to hire workers, which can also be a challenge. People without experience often find it difficult to enter this world without help. Meanwhile, dropshipping, taking off the most onerous duties from the store owner, means that almost everyone can set up an e-store.

Offer flexibility
If you invest in a commodity, not only do you freeze a large amount of cash, but you also run the risk of it not selling. In the dropshipping model, you can quickly change the assortment if the current one is not popular enough. This flexibility also allows you to adapt to current trends and thus maximize sales. Currently, wholesalers offering cooperation on the basis of dropshipping offer a very wide selection of products from various departments. This in turn increases your options for action.

Fast service = satisfied customer
Reputable dropshipping wholesalers work very efficiently, preparing the order immediately after receiving it. This allows you to offer your customers fast delivery and thus increase their satisfaction!

The disadvantages of dropshipping and the risks associated with operating in this model

As mentioned at the beginning, however, dropshipping also has some downsides like any other business model. However, it is worth knowing that some of them can be minimized or even eliminated. What problems can owners of e-shops operating on the basis of dropshipping face?

Less control over the business
By delegating much of your duties and responsibilities to an external party, you also lose some control over the business. It is the wholesaler who decides how your goods will be packed, shipped and delivered, and you have no right to question it. Therefore, before choosing a partner, you should always carefully check these issues and the rules of customer service (including the return or complaint policy). These are factors that significantly affect the image of the store. If you care about good customer relations (and this is the basis for satisfactory sales results), you cannot ignore it.

Big competition
The numerous advantages of dropshipping and the low entry threshold mean that there are more and more stores operated in this model. Wholesalers also have a limited (though diverse) range. So it’s almost certain that no matter what you choose to sell, someone is already doing it. This in turn means that in order to grab some of the market for yourself, you will have to differentiate yourself. Don’t forget – even a seemingly simple business, such as an e-shop based on dropshipping, requires inventiveness and an entrepreneur’s instinct.

Low margins
Strong competition often also means low margins. Thus, generating a reasonable profit requires obtaining good sales results. However, it is worth knowing that the amount of the margin largely depends on the type of goods offered. There are industries where it is quite high.

Problems with order fulfillment
It happens that cooperation with a wholesaler is not as smooth as you might want and expect. Sometimes the system fails and the goods shown in the store as available are in fact out of stock. Other times, the order fulfillment time may be longer due to the order queue. However, you can partially protect yourself against this by concluding an appropriate contract with the supplier.

Unclear return and complaint policy
If the company and warehouse data are different, this may mislead customers who want to make a complaint or legally return the goods. Therefore, you need to remember to put transparent information on the store’s website about where the unwanted product can be sent to. The problem can also be solved by adding ready-made returns forms to the packages.

Insufficient knowledge of the goods
The dropshipping model allows you to sell any goods. Which means that sometimes you can start operating in an industry that you don’t know well. This, in turn, can become a problem when you start getting detailed questions about specific goods or their parameters. Customers also often expect professional advice on the selection of a product from the store. The solution is to limit yourself to operating in the industry you know or to carefully read the elements of the offer, e.g. by ordering samples from the supplier.

Duplicate content
When running a dropshipping store, you can often become a victim of duplicate content, i.e. duplicate content, which results in a lower position of the store in Google search results. Therefore, never rely on copied product descriptions! Prepare your own and it will pay off for sure.

Dropshipping – how to start?

Nowadays, starting a business in the dropshipping model is quite easy, because there are many wholesalers serving customers in this way in the global market. First, however, you need to create your own trading platform. There are many solutions available that operate on a variety of principles. They differ primarily in the possibilities and costs of setting up and running a store. That is why it is worth carefully analyzing the available options to choose the right one right away.

You can create the store yourself, which is very easy, especially in the case of some platforms, or you can commission it to an external company. Note that the latter will usually produce a more professional effect, but will be more expensive. In each case, attention should be paid to the possibility and method of integrating the platform with solutions for dropshipping.

Choosing wholesalers for dropshipping

Subsequently, you can choose a key partner for your dropshipping business, i.e. wholesalers. There are currently many possibilities in this regard. However, be careful as not every wholesaler offers the same conditions to its partners. What to pay attention to? What to ask? The most important issues that should interest you are:

– shipping costs,
– available forms of delivery,
– the possibility of linking product categories between the wholesaler and the store,
– automatic updating of inventory and availability,
– additional fees for providing photos or product descriptions,
– method of packing goods for shipment,
– the ability to attach personalized extras to shipments – e.g. advertising materials, discount codes, gifts,
– minimum order amount,
– the company’s return and complaint policy (including the cost of returning the goods by the customer),
– first orders must be paid in advance (some wholesalers have to do so).

It’s a good idea to check the reviews of the company before deciding on their services or, if possible, try the advice of other shop owners on dropshipping. It is especially worth checking forums, blogs and groups on Facebook, where you can often find a lot of useful information.

When signing a contract with a wholesaler, make sure that all the previously discussed issues are included in it. If you use a special platform, read its terms and conditions. This is because creating an account means its acceptance.

Dropshipping – is it worth it?

Summarizing: is it worth “playing” in dropshipping? The answer, of course, is not clear cut. However, you should bear in mind that, contrary to what you may read in some articles or websites, this is certainly not a “golden deal” that will help you get rich effortlessly. Running a store is always a job that requires time, knowledge and often sacrifice. It should be remembered that due to the nature of the dropshipping model, obtaining high earnings is possible only if you achieve very good sales results. This, in turn, most often means the need to actively acquire customers, conduct advanced marketing activities and care for the highest level of service, including communication with consumers. You will probably need to invest in positioning (so that customers can reach your store at all), marketing or creating an attractive and functional website. It all takes resources.

It is worth noting, however, that dropshipping is an opportunity to create a business from almost nothing and helps to significantly minimize the risk of starting a store. The model also allows you to easily examine the demand for specific products. If used properly, it can turn out to be very effective, as proven by numerous stores operating in this way. Is this a solution for you? You have to judge for yourself!