How does a YouTube SEO strategy work?
Written by Daniël van Meerendonk
Digital Marketing & AI Agents
YouTube SEO was already important for making your brand findable on both YouTube and Google. But with the arrival of Search Generative Experience (SGE), YouTube has become even more relevant. In this article we explain how a good YouTube SEO strategy works and why being active on YouTube is important for your SEO, especially with the emphasis on Google's EAT principle.
What is YouTube SEO?
YouTube SEO consists of various techniques to get your videos to rank higher in the search results of YouTube and Google. This includes optimising your videos with relevant titles, descriptions, tags and subtitles. YouTube is the second-largest search engine in the world, which means a good SEO strategy on this platform can greatly increase your visibility.
The largest search engine is of course Google, which acquired YouTube in 2006, and since then YouTube has been part of Google's search network. In the years after the acquisition, YouTube has become increasingly important within online marketing. And in those years it has been developed to the point that it has become an important platform within Google Ads, for example in a Performance Max campaign.
The biggest change comes now that Google has announced we are moving towards a new way of searching within Google. Namely the SGE way of searching, in which AI selects the most relevant content based on a chat with the web user.
The relevance of YouTube in the SGE era
With the introduction of SGE, YouTube will play a new role in SEO. SGE integrates video content from YouTube into AI-generated answers, which means well-optimised YouTube videos will be shown as an alternative more quickly than before. Here are some points to keep in mind when you start a YouTube strategy:
- Integrated video content: YouTube videos will likely form part of the AI-generated answers in SGE. When choosing topics, it is therefore important to give as detailed an answer as possible to a common question in your industry. That way you rank faster in the SGE algorithm.
- Focus on quality and relevance: As with traditional SEO, videos must offer high-quality and relevant content.
- Optimisation for both platforms: Videos must be optimised for both YouTube and Google search engines.
To be successful with YouTube SEO, you need to take various elements into account. Important elements of a YouTube SEO strategy are:
- Optimisation of titles, descriptions, tags and subtitles: Use relevant keywords to make your videos easier to find.
- Choice of topic: Create videos that offer in-depth information, unique insights or personal experiences.
- Variety in content: Make different types of videos, such as vlogs, how-to videos and product-specific videos, to reach a broader audience.
YouTube and Google's EAT principle
Google appreciates businesses that are active on YouTube, because this contributes to the EAT principle (Expertise, Authoritativeness, Trustworthiness). By creating informative and valuable videos, you show that you know your field, which strengthens your expertise. Regularly publishing high-quality content helps build authority in your niche.
Videos also add a personal touch and can help build trust with your audience. By being active on YouTube, you show Google that you are a reliable source of information. Because of current developments, content creation is becoming ever more accessible with AI. Google EAT is increasingly used by Google to measure which websites contain spam. And which businesses are truly trustworthy online.
Measuring and improving your YouTube SEO strategy
It is important to monitor the performance of your YouTube videos and to test how they perform in search results. Some tools and techniques for doing this are:
- YouTube Analytics: Use this tool to gain insight into viewer numbers, watch time and engagement.
- A/B testing: Try different titles, descriptions and tags to see what works best.
- Viewer feedback: Listen to your audience's feedback and read the comments under videos to keep improving your videos.
BE Digital is the sparring partner for your digital strategy
YouTube SEO is an important part of your online visibility, especially with the arrival of SGE. By optimising your videos, creating high-quality and relevant content and positioning your brand as an authority, you can benefit from what YouTube and SGE have to offer. Are you thinking about starting this strategy for your business? We are curious about your challenges. Request a no-obligation BE Digital scan now to get insight into where opportunities remain for your business.