Can Youtube Boost Your Revenue Through SEO?

SEO, also known as Search Engine Optimization, is the method of optimising your website to increase the number of clicks on the Google Search Results page through unpaid efforts. These efforts can be broken into two parts: Technical SEO and Content SEO. These two work hand in hand to help your website rank. The methodology and formula each agency uses to approach SEO are all different; however all are affected by Google Algorithm updates which occur frequently throughout the year. 

Looking back at February 2011, Google rolled out the Panda update. The primary purpose was to combat “content farms” and websites with low-quality content (back in the days when black-hat SEO tactics were not so frowned upon). The update achieved this by assigning a quality score to each page based on the following tactics:

  • Content is valuable and unique: Did the page offer original and insightful information?
  • Expertise of the author: Was the author knowledgeable and do they hold authority in the field 
  • Website trustworthiness: Is the website reputable and reliable?
  • Ad-to-content ratio: Are there more ads than quality content?
  • User engagement: How did users engage with the page? Did they find it helpful and engaging? 

Websites with high quality content and strong E-A-T signals (expertise, authoritativeness, trustworthiness) typically benefited from the Panda update, while those with low-quality scores were penalised and lost rank. This update improved the overall quality of the search results and led to a better overall user experience for Google. 

Fast forward to 2023 and we saw a massive Algorithm update focusing on E-A-T which is a continuation of the Panda update principle: High quality content, increases relevance and therefore overall user experience for the search engine. The key difference between the Panda update and E-A-T (as so dubbed by the community) update is that it emphasises the importance of the principles in specific areas like YMYL (Your money your life) topics. 

The E-A-T update also looked at the vertical search and the quality that lies there. Vertical search being videos, images and the like. It has been seen that optimising these items can improve the websites quality score and increase the websites rank. 

This article takes a deep dive into Youtube SEO and how it helps your website rank compared with Content SEO. 

What is YouTube SEO?

Youtube serves as the second most used search channel in the world, seeing 2.5 billion active users worldwide and is a powerful tool for businesses and brands to reach users worldwide. Recently, Google’s E-A-T update has favoured optimised video content in the vertical search as it falls into helpful content, thus making Youtube a must have channel for increasing organic traffic. 92% of all users use Youtube to gather knowledge and information. Let’s take a look at how businesses can leverage Youtube SEO.

How can YouTube SEO help you Boost your Revenue ?

For businesses large and small, YouTube SEO is a great way to increase brand awareness. It helps you grab your audience’s attention. Statistics show that businesses can boost their revenue by creating and optimising content that is related to users specific searches, let’s take a deeper look:

  1. Persona development: Develop persona’s to identify pain points your target audience are experiencing, and use this information to help you formulate how your business can address these pain points. 
  2. Target audience: Identify keywords and questions that your audience are searching on Google and create content that aligns with search volume and pain points 
  3. Create content: Create content that aligns with your target audience, whether it be how-to videos, informational videos or even funny videos highlighting pain points and solutions your businesses offer. 
  4. Optimise the content: Optimise your Youtube videos title and description to include the keyword or phrase you are targeting. 
  5. Use hashtags: Hash tag your videos to increase its reach

Pros of using YouTube SEO for your business

  • Increased clarity: Your business is more highly likely to have viewers interested in your content if it directly answers a question or provides value to the user.
  • Understand viewer behaviour: YouTube offers tools to help businesses understand how to engage with their video content. Use tools like Google Analytics to track engaged sessions, time on page and video views to ascertain whether or not users are engaging with your content. 
  • Brings viewers to your website: Successful YouTube SEO increases traffic to external websites when your videos include links. When users continuously find useful and meaningful information in your videos, your brand becomes more trusted.

Cons of using YouTube SEO for your business

Competition: YouTube is full of different content and videos being shown every day. To stand above the rest, your business needs to have high-quality, interactive videos. 

Cost to create content : To create good content you would need a content strategist, animator or good graphic designer depending on the type of content you would like to put out there and would appeal to your target audience. These come at a cost and most businesses do not hire for these roles in house 

Time to create content: Good content production takes time, and addressing business needs is sometimes more pressing than the time it takes to upload and optimise the content.

What is Content SEO

It can be argued that Youtube SEO optimizations fall within Technical SEO optimizations as it requires the same level of thinking and effort as it does to create meta titles and descriptions. Content SEO refers to the process of creating, maintaining and optimising the content of a website to improve its ranking on search engines. 

Content SEO primarily focuses on creating high-quality content that is optimised for specific keywords or phrases that potential customers may search for on search engines. The goal is always to find a balance between writing for people and search engines. Content SEO is one of the factors that Google looks at for helpful content, and creating content users find helpful is high in relevance is the main goal. 

How does content SEO affect your bottom line?

Content SEO can help your business by increasing traffic to the website, increasing brand awareness, thought leadership and sales, impacting your bottom line in a positive way. 

The steps to creating killer content are similar to that of Youtube SEO with the key difference lying with the actual content that is developed. Instead of creating videos, you create blogs or articles and post them on your website. Articles are often optimised in a different way to Youtube videos, see below:

  1. Correct number of words: Depending on the type of article being written the word count differs for example: How-to-articles word count should range from 1500 to 2500. 
  2. Keyword frequency and semantic term use: Using your target keywords and phrases should be used naturally and occur frequently within the article. This helps the Google bot understand what the article is about and if it scores high in quality will be served up to the user in the search results page. 
  3. Hero content: Blogs come in 4’s. Any SEO specialist will recommend a long hero piece on a specific topic followed by 3 shorter pieces focusing on semantics. This strategy increases the authority and relevance the site has on a specific topic and therefore increases traffic to the site. 
  4. Share the content: Social SEO tactics help increase backlinking to the site and thereby increase the engagement on the page. Social signals, user engagement and time on page increase the quality score of the article. 

Pros of having Content SEO for your business: 

More traffic to the website: it will draw your target audience towards your website.  Your website will bring more traffic to your website creating more revenue for your business.

Improves Credibility:  A website that ranks high on the search results page is considered high-quality and trustworthy by the search engine and can be very credible for your business. 

Cons of using content SEO:

Not many people want to read content: We live in an instant society and many users want instant gratification. Viewers looking for information are more likely to watch a short video than read an article. 

Content SEO is constantly changing: To stay with trends and best practices can be challenging for some businesses. To always be at the head of the ever changing market. Businesses need to keep track of what is going on in the business world. 

Algorithm modifications may impact rankings: Your business may need to change their tactics to insure that their website will stay at the top of the rankings, or it will lose viewers and readers. 

So What’s The Take-Out?

Both Youtube SEO and Content SEO work hand in hand, and we do not recommend one over the other. With recent updates to the Google algorithm, focusing on E-E-A-T principles and helpful content we can see that both tactics are vital to increase traffic and reach to the site. It’s important to recognise your target audience and ensure that your content, whether written or in video form, is optimised for your target audience. 

According to Sprout Social’s article on Youtube Statistics, 51% of consumers plan on spending more time on Youtube in the next 12 months where only 35% of marketers plan on leveraging the platform. This marks a distinct disconnect between the channel and marketing, this highlights a massive competitive advantage for businesses looking to gain more organic traffic through strategic methods like Youtube SEO. 

If you are looking to increase your revenue through organic traffic contact us. We are specialists in SEO and have a genuine interest in growing your businesses revenue.

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