5 Ways to Optimize Your YouTube Channel

It’s a common myth that people who watch YouTube videos on mobile devices view them exclusively “on the go.” The stats tell a different story. According to Google (which owns YouTube), people watch stuff on YouTube like they watch TV: at home, during prime time, and on horizontally oriented screens.

If you’re like the typical YouTube user, you probably spend time on the site to learn, listen to music, watch shows, and catch up on politics and pop culture. And, if you’re like 70% of YouTube users, you also watch videos to help inform your purchasing decisions.

That last point holds special promise for marketers. Video is a powerful tool to move consumers through their buying journey. It’s why YouTube channel optimization is so important.

Here are the ranking factors that matter on YouTube:

• Watch time: How long users watch your video.
• Video length: Shorter isn’t necessarily better; longer videos (10 minutes or more) tend to rank higher because they’re more likely to be relevant to what users are searching for.
• User interaction: This includes likes, shares, and comments.
• Number of subscribers : More subscribers equals greater authority on search engines.

With these factors in mind, let’s look at 5 ways to optimize your YouTube channel.

1. Be strategic about choosing your channel name

The name of your channel is how users will identify you. It will appear on your channel page, videos, and in search results on YouTube. Your channel name can be your own name, your brand name, or it can be descriptive.

If you choose a descriptive name, make sure there’s no ambiguity—you want people to instantly understand what type of videos you publish (e.g., “Cookie Baking Diva”). If you’re the face of your channel and you have a decent following, using your first and last name is probably the way to go.

More VSEO (video SEO) tips when crafting your channel name:

• Drop in a keyword. Rather than “Law Offices of John Smith,” make your channel name “Law Offices of John Smith, Los Angeles Personal Injury Attorney” or “John Smith, Personal Injury Attorney.”
• Avoid using numbers. A channel name like “Chantel60” sounds autogenerated and can make viewers leery. It also makes it harder to search for your channel.
• Keep it simple. Choose a name that’s easy to remember and (if possible) to pronounce.
• Check to see if the name is also available on social media sites. Check Instagram, Facebook, Twitter, and other social media sites to see if a name you’re considering is also available there—it helps to have continuity across channels.
• See what’s already on YouTube. “Cookie Baking Diva” could easily be confused with “Diva Cookie Baker.” Search YouTube and see what comes up. If one or more names come up that are really similar to yours, best to go with something else.
• Use an online tool. If you’re having a hard time coming up with a good name, an online name generator can help.

2. Don’t overlook the “About Us” page

We know what you’re thinking—does anyone actually read the “About Us” page on a YouTube channel? Here’s the thing: It’s all about search. Too few businesses use this piece of digital real estate, yet the first 50 characters of the About Us section show up in search results.

This is your opportunity to describe what your channel is about and what you have to offer your subscribers. It’s not enough to copy and paste “about us” content from your website. Tailor it for YouTube by telling the viewer what they’ll get out of your content. Be concise. Keep the tone conversational, as if you were describing your channel to a friend.

And don’t forget to drop a couple of keywords and a strong call to action (e.g., subscribe, visit our website, turn on notifications) into the first two sentences. Also link to some of your best YouTube content or your channel trailer.

3. Create a killer channel trailer

Movies have trailers. TV series have trailers. Why shouldn’t your YouTube channel? A channel trailer can help set you apart. It’s a teaser for the rest of your content.

If it seems a bit overboard, just think about the sheer amount of competition on YouTube. Having a trailer can help you rack up more views and grow your subscriber list. Here are some tips for creating one:

• Keep it short—45-90 seconds max.
• Make sure you properly introduce yourself or your brand.
• If you’re the main attraction, make sure you’re on camera!
• But make sure your talking head isn’t the entire video; include B-roll—pictures and video clips that provide context. Show and
• Explain why you’re a credible source and why people should trust you.
• Explain how your content will benefit viewers.
• Include a call to action!

Here’s a more in-depth how-to guide for creating a channel trailer.

4. Encourage your viewers to keep watching with video playlists

By putting your videos in a playlist, you’ll keep viewers engaged and boost watch time. Once one video in a playlist ends, YouTube will automatically play the next one.

Consider breaking up long videos into several shorter chunks. This will encourage binge watching and give viewers more opportunities to comment on your videos and subscribe to your channel.

Optimize your playlists for search by adding titles, tags, and descriptions just as you would individual videos. This will boost the odds of your playlist coming up in search and the chances YouTube will recommend your playlist.

Not sure how to create a playlist? Watch this tutorial.

5. Always add keyword-optimized video descriptions

It doesn’t take a ton of effort to write a keyword-optimized video description, yet most people don’t. A good description will increase the chances your video will show up in the sidebar, boosting your brand’s exposure.

The first 100 characters are critical, so be concise and choose your words carefully. Aim for at least one keyword, a CTA, and a link in the first two sentences. Not an easy feat but worth the effort.

The official character limit for video descriptions is 1,000, but technically you can write more. And it might not be a bad idea to include a video transcript for hearing impaired folks.

Bonus Tip: Create an awesome banner for your YouTube channel

If you don’t have any channel art—the horizontal banner across the top of your YouTube channel—consider creating one. A well-designed banner makes your channel look more professional, and it’s a great branding opportunity.

If you have a graphic designer on staff, you’re golden. If you don’t, fear not. There are plenty of free resources to create a wicked YouTube banner.

• Canva is an easy-to-use site for DIY design. The site offers more than 100 YouTube banner templates.
• Fotor also offers a decent variety of free templates; choose from their library of images or incorporate your own.
• Adobe Spark is another option, no coding or design skills required.

Get Help from the Pros

Overwhelmed at the prospect of optimizing your catalog of YouTube videos? The experts at National Positions can help.

Our team members are masters at boosting content searchability and views for our clients. And we have the industry expertise and the tools to create compelling video for your YouTube channel, website, and social media campaigns. Have an out-of-the-box idea? We can help make it a reality.

We’re constantly researching and finding new ways to empower your campaign with the most innovative technology. Give us a call today at (877) 866-6699 for help with YouTube optimization and much more.