Sometimes, despite your best efforts, you don’t get the search ranking you want when you first upload your content. If users can’t easily find your videos, your campaign isn’t getting the full attention it deserves. While there isn’t any one guaranteed tweaking method, you can step into the mind of your users to get the most out of your search terms.
How People Search
People tend to approach searching on an engine in one of two ways. Some enter long phrases or questions, while others use short, concise keywords or phrases. Common, non-specific words, such as “and” and “the,” are left out of the equation by the engine even if the user enters them.
Don’t use long key phrases or questions as your search terms when you’re tagging your videos, even if you believe your users will search those phrases. Search engines are geared toward shorter and more concise wording.
Pick the strongest words, as determined by some general keyword research, that are relevant to your content and likely to be included in what your target audience is searching.
Remember that users can eliminate certain words from showing up in their search results with just a few keystrokes. Review your current search terms to ensure you’re not using something your intended audience might omit. For example, if you went for a witty tag but included an unpopular term in it, you may want to revise.
You may have heard that major search engines, including Google, penalize those uploading content with unrelated tags or descriptions by lowering their position in the search rankings. While this is true, most search engines will eventually blacklist you from the results entirely.
Always make sure your video content’s descriptors, including title, keywords and summary, are related to the content itself. You can be a little creative, but your search terms must still match your content in some way.
You may need to invest in some research if your current search terms are short and relevant but just aren’t earning the traffic you want. Keyword popularity, for example, trends just as much as other areas of the Internet.
Take a look at your competitors’ top content and see what they’re using to draw in viewers as far as search terms goes. You can also use this opportunity to see what they’re doing wrong by looking at their lower-performing content and avoid making those mistakes yourself.