We speak about client acquisition all of the time. In the end, there is nothing more powerful than SEO. SEO — as a side note — is the most overused, misunderstood concept on the internet. However, there is one thing that is SEO, and that is a video on YouTube.
Done right, YouTube descriptions can boost SEO, subscriptions, view counts, and watch time. They can also help your videos rank on YouTube. They can also help your videos rank in YouTube’s “suggested search” function.
Great YouTube marketing starts with great YouTube descriptions. There are two types of descriptions that every marketer needs to know:
- A YouTube channel description is the text on your channel’s “About” page. It helps viewers understand what to expect from your brand.
- A YouTube video description is the text below each of your videos. It helps viewers find your content and decide whether to watch it.
20 tips for writing effective YouTube descriptions (Part 1):
- Use specific keywords
Choose 1-2 keywords that accurately describe your content to maximize search traffic to your video. Include them in your video’s description and title to increase its chances of ranking in potential viewers’ search results.
The same goes for your channel description. YouTube’s algorithm places a lot of importance on the keywords in your About page. Use them wisely.
Not sure what keywords to use? Tools like Google Ads Keyword Planner and Google Trends can help you get started.
Simply type in the words that best describe what your channel or video is about and Google will suggest the closest related keywords.
- Repeat your keywords
Repetition lets YouTube know a particular term is relevant to your video or channel. Use your keyword two to three times for best results. Any more than three, and it may get flagged as keyword stuffing.
- Find complementary keywords
Include related keywords in your descriptions. This provides viewers with extra information about your content. It also helps you rank for those terms in Google and YouTube searches.
In the example above, the Exploring Alternatives description includes complementary keywords like “zero waste,” “reduce garbage,” and “low waste.” Even better, they all fit in the first sentence!
- Tell viewers what to expect
If you misrepresent your videos, viewers will stop watching them partway through. This will damage your search rankings—as well as your reputation.
Avoid clickbait titles and irrelevant keywords. They might help you rank at first, but YouTube’s search algorithm will catch on sooner or later.
- Write like a human
Know your audience! Use language that your viewers will understand and relate to. Incorporate keywords in a natural way, not as a list.
Luckily, you don’t have to be a wordsmith to write a great YouTube description. There are lots of writing resources to help you polish your skills.
Come back next week to see the next 10 tips. SEO is not a magic wand. What it is, if implemented properly through time (years) can drive a brand, content, and business to a whole new level.
NPR Music’s video descriptions are full of personality. This one is pure poetry!