Videos have become an integral part of our online experience. Whether it’s a movie on Netflix, short clips on Instagram, or videos on YouTube.
With higher internet speeds, social media platforms, more engaging content being created, and smartphone accessibility — video has become easier to consume than ever before.
Naturally then, videos play a role in SEO. And as the largest channel for videos, YouTube's analytics are a valuable source of insights for your video SEO strategy. Here's some of the insights you can glean from it, and tips on using the data to improve your video traffic.
The use of videos in SEO
In addition to its growing popularity, video content can be highly beneficial for boosting SEO, hence why content marketers are using videos in their SEO strategies.
If you’re using videos on your website, then it’s likely that your click-through rate will increase because videos are far more engaging than other forms of content. A higher engagement rate within your content will signal to Google that your website is relevant and valuable, which can improve your search rankings.
Additionally, if your videos are being shared frequently on social media, it can give your website a boost in rankings. This is because social shares are seen as a valuable signal by Google.
Using videos on your website can also help increase brand awareness. If users are watching your videos, and more time on your site, they’re more likely to remember your brand.
4 SEO insights you can get from YouTube analytics
Videos in combination with SEO can produce significant results. To do this, you’ll need to understand how your video content is performing. Thankfully, platforms like YouTube provide Analytics for its creators.
YouTube Analytics helps its users keep track of essential metrics and statistics to help make their channels better. It allows users to keep track of their subscriber count, average duration and percentage viewed, traffic sources, subscribers from videos, and video engagement.
Overall, it’s a comprehensive and helpful tool if you want to improve your channel in the long run. SEO-wise, how can these insights help? They can be pretty beneficial in your SEO journey, and here’s what you’ll be getting if you utilize YouTube Analytics in your strategy.
1. What users searched to find your videos
YouTube rolled out a new feature for content creators called Search Insights earlier this year. This feature provides a lot of helpful information and insights about what users searched to find your videos.
It tells you what keywords users type in to find your videos and the searches that your channel’s viewers are searching for. With this information, you’ll be able to figure out what viewers want to see and what they’re looking for, which will help improve your content and channel.
2. Where video traffic comes from
Another cool insight YouTube Analytics provides is that it shows you where your video traffic comes from. You can find this information from your “reach reports” in the “Reach” Tab.
This report shows you the traffic source types, external sites or apps where viewers found your content, videos your viewers watched from suggestions, impressions and how they led watch time, playlists that led to your content and search terms that led to your video.
3. Video engagement rates
The engagement tab in YouTube Analytics will let you see metrics such as likes/dislikes, comments, shares, and subscriber change. Another way you can understand video engagement rates is by viewing your engagement reports.
The engagement reports are made up of different reports that give you a lot of information on how your viewers behave. The reports are divided into different sections, but they show you your most popular videos and your metrics, such as views and impressions.
4. How much traffic each video is getting
Lastly, you can access information and insight about how much traffic your content is getting. You can spot potential content ideas, collaboration opportunities, and many more with this information.
Traffic reports on Google Analytics are pretty detailed and audience-oriented since they include traffic sources, browse features, playlists, and even suggested videos.
5 tips to incorporate YouTube analytics into your SEO strategy
Now that you have a rough idea of what insights you can get from YouTube Analytics, it’s time to combine them with your SEO strategy. This is easier said than done, and with so many metrics and numbers, it can get a bit overwhelming.
Here are five tips to get you started in incorporating YouTube Analytics into your SEO strategy.
1. Focus on metrics that matter
In a data-driven landscape, it’s easy to be overwhelmed by KPIs and metrics. With so many reports and statistics to keep up with, we often fall prey to the sirens of data and try to track everything.
However, this isn’t an effective way of utilizing YouTube Analytics in your SEO strategy. It would be best if you focused on the metrics that matter to you and your channel. Figure out what success looks like for you and work towards it.
Another thing you could do is utilize digital marketing dashboards to help you focus on the metrics that matter. You can make a dashboard using a tool like DashThis, Data Studio, or Klipfolio to pull your video marketing KPIs into context, along with any other marketing KPIs you have across channels.
2. Monitor on a regular basis
Another tip is to monitor your metrics regularly. This doesn’t mean that you have to be glued to your screen 24/7, but checking in weekly or bi-weekly can help you keep track of your progress.
This also lets you catch any red flags early on and make the necessary changes to improve your strategy.
3. Put the audience first
As a content creator, your primary focus should be on your audience. Everything else comes second. This means that when you’re looking at your analytics, you should be looking at it from the perspective of your viewers.
What kind of content are they engaging with? What are they searching for? What are their pain points?
4. Don’t forget the technical aspect
While the main focus of your strategy should be on your audience, you also need to keep the technical side of things in mind. This means making sure that your videos are properly tagged and optimized for SEO. Use a video marketing software like TubeBuddy to assist.
Your titles, descriptions, and tags help your videos rank on search engines, so it’s essential to put some thought into them.
5. Go the slow but steady route
Last but not least, don’t try to do too much too quickly. Growing a YouTube channel takes time, and you need to be patient.
Posting quality content on a regular basis is more important than posting a bunch of videos all at once. Not to mention, creating a video isn’t something you can do on a whim. It takes time to create quality video content. So, take your time to build a solid foundation and audience base before you start experimenting with different types of content.
Videos are a powerful marketing tool, and YouTube is the perfect platform to showcase your content. By utilizing YouTube Analytics, you can gain valuable insights into your viewers and improve your SEO strategy. In combination with SEO, YouTube Analytics can become a powerful pair to help you tackle the world of video content and gain the traffic you deserve.
Don’t forget to focus on the metrics that matter, monitor your progress regularly, put your audience first, and go the slow but steady route. If you keep these tips in mind, you’ll be well on your way to incorporating YouTube Analytics into your SEO strategy.