– In this video, I'm gonnashow you my five-step process for ranking number one in YouTube.
I recently used this exactmethod to rank in the top three in YouTube for the keyword SEO.
I'm Brian Dean, the founder of Backlinko, the place where marketersturn for high rankings and more traffic.
And today, you're gonna learnthe five most influential video SEO ranking factorsto get your videos to the top of YouTube fast.
A few years ago, my YouTubechannel was struggling.
I consistently created high quality videos that provided a ton of value.
But when I published my videos, crickets.
(cricket sounds) Needless to say, I was frustrated.
I knew that video was a powerful way to grow my online business, but I learned the hardway that video only works if people actually watch your videos.
And no, your mom watchingyour videos doesn't count.
Hey mom, I just publisheda new video on YouTube.
Can you watch it for me? Thanks mom, you're the best.
Flash forward to today andmy videos consistently get tens of thousands of views and hundreds of peoplesubscribe to my channel every single month.
My secret? I learned everything Icould about video SEO.
Unfortunately, most of theadvice that I initially read about ranking in YouTube didn't work.
You know the advice I'm talking about.
Put your keyword inyour video description.
Put keywords in your video filename.
Write 20 tags for every video.
Sure this stuff can help, but it's not gonna rocket your video to the top of Google or YouTube.
Why? Because everyone on YouTubeis doing the exact same thing.
After trying all thegeneric advice that I read and getting nowhere, I decided to run a bunch of experiments and that's when I learnedwhat really works.
Specifically, I discovered YouTube's five most important ranking factors and these are ranking factors that very few people know about.
Once I applied these rankingfactors to my videos, my rankings shot to the roof.
I started ranking forsuper competitive keywords like SEO, link building,how to get traffic and more.
And now it's time for me to share these five ranking factors with you and show you exactly how to use them to rank your videos in YouTube.
Let's start with step number one which is to create andpublish long videos.
You may have noticed that longer videos tend to perform better in YouTube.
Why? Well, YouTube's mostimportant ranking factor is your video's total watch time.
As you probably know, the moreof your video people watch, the better it tends to rank.
That's called audience retention which is an important ranking factor.
Even though audienceretention is important, it's not nearly asimportant as your video's total watch time.
That's because YouTubewants to promote videos that keep people on YouTubefor a long period of time.
So the more total minutespeople watch of your video, the more YouTube will wannarank it in the search results.
For example, let's saythat you just published two different videos.
Video one is two minutes long and video two is 10 minutes long.
And let's say that eachvideo gets 1,000 views and the audience retention for both videos is exactly the same, 50%.
That means that on average,people watch half of your video.
The total watch timefor the two-minute video would be 1,000 minutes.
But for the longer video, that video's watch timewill be 5,000 minutes.
That means that video numbertwo will have five times the watch time of video number one, which means that it'll likelyoutrank video number one.
That's the power ofpublishing longer videos.
In fact, my video that ranksin the top three for SEO is nearly 10 minutes whichis significantly longer than most videos on YouTube.
Because it's longer, my video accumulates more total watch time than my competitors.
And I'm able to rank above videos with significantly more views than mine.
Okay, let's move on to step number two which is to master the hook.
As I said, longer videostend to rank better because they accumulatemore total watch time.
But there's one bigproblem with this approach.
You have to keep someone'sattention on the internet.
Fortunately, my experiments have taught me that if you can hook someone in the first 15 seconds of your video, you've hooked them for good.
In fact, YouTube recommends that you focus on the first 15 seconds of your video to maximize watch time.
The question is, how do you hook people in the first 15 seconds of your video? Start your video off with the PPP formula.
The PPP stands forPreview, Proof, Preview.
Here's exactly how it works.
First, preview whatyour video is all about.
When I first started creating videos, my intros would go on and on about why my video's topic was important and these long-winded introswould make people click away.
Today, I cut out the fluff and tell them exactly what to expect.
For example, let's saythat your video outlines 10 paleo diet tips.
You wanna start off your video saying, "In this video, you're gonna learn "10 of my favorite paleo diet tips.
" That's it.
Next, it's time for the proof.
Here is proof that you can deliver.
You can mention thatyou've already accomplished what the viewer wants, that you have lots ofexperience in your field or that you've researcheda ton about your topic.
For example, you could say, "These are the same tips I used "to gain five poundsof muscle in 60 days.
" Finally, hit them with the preview again.
Here's where you reiteratewhat your video is about.
Now you obviously don't wanna just repeat what you said in the beginning.
Instead, mention somethingspecific from your video.
You can mention the number of tips, a detail from a case study or that you're gonna sharesomething completely new.
This will make your viewers curious and want to keep watching.
For example, you could say, "And today, you're gonnalearn about the so-called "healthy paleo diet foodthat's actually bad for you.
" Next up, we have putting yourexact keyword in your title.
There's no questionthat Google and YouTube are getting smarter everyday, which means the days ofkeyword stuff in your video to the top of YouTube are long gone.
That said, Google and YouTubeboth use your video's title to understand what your video is all about so make sure to includeyour exact keyword once in your title, preferably inthe beginning of your title.
For example, I created avideo that I wanted to rank for the keyword link building so I made sure to include myexact keyword link building in the beginning of the title and that helped it rank in the top three for my target keyword.
Okay, now it's time forranking factor number four which is to say yourkeyword in your video.
When I first got started with video SEO, I'd go back to old videos andoptimize them around keywords that I wanted to rank forand it very rarely works.
That's because Google and YouTube can now listen to your videos even without a transcript.
For example, let's saythat just published a video about healthy desserts.
Then a few weeks later, you realized that thekeyword healthy desserts is too competitive.
So you go back and optimizeit around a different keyword like low carb desserts.
Now this sounds smart, but it's something that doesn'twork as well as it used to.
Why? Even though the keyword low carb desserts may be in your title,description and tags, you never said thatkeyword once in the video.
YouTube knows this and it looks fishy.
To YouTube, your video isabout healthy desserts, but all of your on-page metadata says it's about low carb desserts so they won't rank you for either keyword.
That's why I always make sure to actually say my target keyword in every video.
For example, in my video about SEO, I made sure to say theword SEO a few times.
Simple yet effective.
Last up, we have user interaction signals.
YouTube wants to seethat people are actually interacting with your video.
The more people watch, like, subscribe and comment on your video, the higher your video willrank in YouTube search results.
Now the strategies thatI've showed you so far will help you naturally get more of these user interaction signals.
But there are two simple tacticsthat I use on every video to increase my video'suser interaction signals.
First, I add an annotationthat asks people to like my video.
After a lot of experimenting, I have found that this simple annotation significantly boosts the number of likes that my videos receive.
At the end of my video, I also ask people tosubscribe and comment, which also increasesthe amount of my videos' user interaction signals.
I was originally gonnaend the video right here, but I decided to throw ina quick bonus tip for you which is to optimizefor click-through rate.
When someone searchesfor something in YouTube, YouTube pays very close attention to what video they click on.
For example, let's sayyou rank number five for your target keyword.
As you probably know, videos ranking number one through four get the vast majority of clicks.
But for some reason, lots of people are clicking on your video in the search results.
What do you think YouTubewill think about your video? That it's a great result for that keyword and they'll give yourvideo a rankings boost to make it easier for people to find.
So how do you maximizeyour click-through rate? Well, YouTube displays threemain pieces of information in the search results,your title, your thumbnail and a snippet of your description.
Here's how to quickly optimize all three for click-through rate.
The key with your thumbnailis simply that it stands out.
That means that you wannacreate a custom thumbnail that looks different than the other videos that are on the first page.
For example, my video has acompletely different design and color scheme than my competition.
For your title, like I mentioned before, you wanna include yourtarget keyword once.
Other than that, your goal with your title should be to maximizeyour click-through rate.
As you can see, my video title is emotionally compelling.
I also include the current year so people know that thecontent is still relevant.
Finally, you wanna writesomething compelling in the first few linesof your description.
Most people put a link totheir website or channel here and it's a huge mistake.
Nothing looks less enticing to click on than a link to someone's website.
Instead, write a sentence or two that includes your targetkeyword in a compelling way.
For example, in my SEOvideo my first sentence is, "If you wanna rank in Google today, "there's a new SEO rankingfactor to pay attention to.
" And this attention-grabbingline gets more people to click on my result.
If you liked this video, make sure to subscribe to myYouTube channel right now.
Just click on the subscribebutton right here.
Also, if you want exclusiveSEO and traffic techniques that I only share with subscribers, head over to backlinko.
Com andsign up for the newsletter.
Now I wanna turn it over to you.
Which of the five rankingsignals from this video are you gonna try first? Are you gonna try to create longer videos or maybe you're gonna startoptimizing your videos for click-through rate? Let me know by leaving acomment below right now.
Okay, the stage is yours.
All right, I'll do it for real this time.
Yeah, very, very slight.
Do it like what up? I don't know.
– In this video, I'm gonna show you how to get more traffic to your ecommerce site.
Specifically, you're gonnasee the four most influential ranking factors that go into ranking your online store to the top of Google.
These are the same rankingfactors that one of my students recently used to dramatically increase his ecommerce site's organic traffic.
I'm Brian Dean, the founder of Backlinko, the place where marketers turn for high rankings and more traffic.
And if you wanna learn how to quickly get more traffic and customersto your ecommerce site, make sure to watch the rest of this video.
(techno music) A student of mine, Darren Dematas, recently decided to launchhis first ecommerce site, the camping and survivalgear store, TopSpecUS.
Like many ecommerce entrepreneurs, Darren was a new player in asuper-competitive industry.
Most people in hisposition would just create a bunch of product pagesand hope for the best.
Please get traffic, please gettraffic, please get traffic.
But Darren knew that ecommerce SEO would make or break his site's success.
So he focused on the four ranking factors that I'm about to showyou and organic traffic to his most importantproduct and category pages increased across the board,sometimes as much as 259%.
Now that you've seen how well these four ranking factorswork, it's time for me to show you exactly what they are and how you can take advantage of them.
Okay, let's kick things off with ecommerce SEO ranking factornumber one, Domain Authority.
Here's the deal, it's no secret that the quantity and quality of the backlinks pointing to your site isGoogle's top ranking factor.
And, yes, this also appliesto ecommerce websites.
The question is, how can youget someone to link to your site if it's made up of 100%product and category pages? The short answer, you can't.
The fact is, people wanna link to sites that have valuable content.
Without that, you're gonnahave a hell of a time building white hat backlinks.
That's the bad news.
The good news is that even ecommerce sites can publish awesome content.
When you do, you'll build up your site's overall domain authority,which will help your product and category pages rank in Google.
In fact, ecommerce giantslike Amazon very rarely have links pointing directlyto their product pages.
Instead, they rank based ontheir sitewide link authority.
For example, when Darrenfirst launched TopSpecUS, he created a high-value round-up post called Pistol ShootingTips from 20 Sharpshooters.
And because this postattracted quality backlinks, it increased his site's Domain Authority, which boosted the rankings of one of his important category pages,Heavy Duty Bags, by 259%.
The bottom line? Use content marketing to increase your ecommerce site'soverall Domain Authority.
That boost in DomainAuthority will increase the rankings of yourproduct and category pages.
Next up, we have a rankingfactor that's super important, product page optimization.
If you're like most ecommerce site owners, a good chunk of your search engine traffic goes to your product pages.
But more importantly, 100% of your conversionscome from your product pages.
In other words, the more traffic you get to your product pages, themore money you'll make.
The question is, how do you optimize your product pages for SEO? It's simple, use thisfour step action plan.
First, add modifiers to yourproduct page title tags.
Now you obviously wannause your target keyword in your title tag, but don't stop there.
Adding what I callmodifiers to your title tag can help you rank for dozensof long tail searches.
For example, let's saythe target keyword for your product page is noisecancelling headphones.
Instead of making a title tag simply noise cancelling headphonesat Headphones R' Us.
Com, you'd add a word or two thatpeople are likely to use when searching for that keyword.
Here's some common terms that people use when searching for products in Google.
So, your title tag couldbe something like this.
The words best and cheapare title tag modifiers and these terms will helpyou naturally show up for long tail searchesthat contain those words.
Next, you wanna add magnetwords to your title.
I see very few peopleoptimizing their title tags for click through rateand it's a huge mistake.
After all, Google has stated that they use CTR in their algorithm.
And even if they didn't use CTR, it still makes sense to optimize your title tag with CTR in mind.
Why? Because higher CTR means more clicks which means more trafficwhich means more sales.
Fortunately, you can easily boost your CTR by adding these magnet words to your product and category page title tags.
Here's an example of thesemagnet words in action.
Now it's time foron-page tip number three, which is to include atleast 1000 words of content on your most important product pages.
Industry studies havefound that longer content tends to rank better in Google.
And yes, these findings alsoapply to ecommerce sites.
The fact is this, Googlewants to understand what your page is all about and when you provide lotsof content to Google, you help them do just that.
Plus, when you publish longcontent, your customers can help understand what they're about to buy.
So it can increase conversions too.
Now, you're probably not gonna have time to write 1000 words of content for every product page on your site.
That said, I highly recommend writing long product descriptions for your 10 most important product pages.
For example, this Amazon product page for a Kitchen Art mixerboasts 2,109 words.
Now it's time for our lastproduct page optimization tip which is to include your targetkeyword three to five times.
Let me be clear here,this has nothing to do with keyword density or keyword stuffing.
It's simply making sure yourkeyword appears on your page so Google understands whatyour page is all about.
For example, if your targetkeyword was 6 Quart Crockpot, you'd wanna make sure youhave that exact phrase in your product descriptionat least three times.
Now it's time for our third ranking factor which is your website architecture.
Site architecture or howthe pages on your site are organized and arranged, is an important SEOconsideration for any site.
But it's twice as importantfor ecommerce websites.
That's because your averageecommerce site has a lot more pages than your average blogor local pizza shop website.
With that many pages, it's critical that your site architecturemakes it easy for users and search engines to find the most important pages on your site.
The secret, following the golden rule of ecommerce site architecture.
Keep every page three or fewerclicks from your home page.
For example, take a look atthis site's architecture.
What's wrong with this picture? The site's architecture is way too deep.
Most ecommerce sites tendto get the most links and therefore authorityto their home page.
And when you have adeep site architecture, that authority is diluted by the time it reaches your productand category pages.
In this example, it takes six clicks to reach the first product page.
So, what's the solution? Make sure your products are no more than three clicks from your home page.
PetSmart sets up their sitewith this rule in mind.
For example, let's say that you wanna get a new dog food bowl for Fluffy.
You'd head to the site's homepage and click the dog link.
Then click bowls and feeders.
And you've have a list ofproducts in that subcategory.
Just like that, you found what you want.
And Google can easily find and index all of PetSmart's product pages.
Now it's time for our last Google ecommerce ranking factor, URL length.
I recently teamed up with a bunch of SEO software companiesto conduct the largest search engine ranking factor study ever.
In total, we analyzed amillion Google search results.
So, what did we find? We discovered that short URLs tend to rank better than long URLs.
For example, let's saythat your ecommerce site sells organic bird food.
All things being equal, URL number one would rank better than URL number two.
One word of warning, youdon't necessarily wanna go back and change yourlong URLs to shorter ones.
That can cause serious SEO issues.
Instead, set up yourURL structure so all of your new product and categorypages have short URLs.
Did you learn somethingcool from today's video? If so, make sure to subscribe to my YouTube channel right now.
Just click on the big oleSubscribe button right here.
Also, if you want exclusive SEO techniques that I only share with email subscribers, head over to backlinko.
Com andsign up for the newsletter.
Now, I wanna turn it over to you.
Which of the techniques from this video are you going to use first? Are you gonna start to buildup your Domain Authority or maybe you wanna startusing shorter URLs.
Let me know by leaving acomment below right now.
This teaches you also.
I'mhaving last video syndrome.
(man yelling in background)No, not Nelly, man.
There's a bug on the screen.
If you wanna learn.
Blah,blah, blah, kinda thing.
It's hard to fake it.
This Video is contains New & Powerfull Seo Tips Did not tension about language because you can understand this by seening the video.
Fi tweeted about 19 minutes ago: "Up on week 5: Charles Lindberg, Sebastian Aho, Jani Aaltonen.
Fi listed those Twitter users who have gathered the biggest amount of new followers this week.
Pretty great! I was unaware of this.
You can find me and that tweet from my feed @JaniAaltonen.
Ok, on with the topic: search engine optimization and inbound-marketing.
Let's view this from a larger perspective this time around.
Majority of companies have adopted the Franken system.
It's a system that is assembled from different pieces just like Frankenstein from that horror story.
In the end the monster kills its creator.
In marketing the Franken system means that you build the entity with different pieces: website, email, SEO and social media.
And all of them are operated from different channels.
Someone asks the magical question: What does this all generate to us? You receive different kinds of Excel sheets, spreadsheets, but you won't know what the whole entity is.
Traditionally SEO is a part of that monstrosity called the Franken system.
Usually SEO in Franken system is managed by companies who are not in touch with reality.
How should I say this.
It's like social media, that is separated from your entity, or a content producer who is a part that is separated from the rest.
Today SEO should be done by involving it to your content production.
In a way that it merges into your processes, so that you can see clearly where you're at.
You can see from a dashboard where you're ranked at in Google, where your competitors are at.
You optimize yourself with your aims in mind.
If you currently have a system where someone somewhere is dealing with your SEO and gets back to you every once in a while with a PDF or spreadsheet, Be aware that you have an outdated system.
Today no one is anymore working with excel sheets, pdfs or powerpoint.
They're old school.
You should be able to see the results from your own dashboard.
To that you need technology.
And also new kind of thinking.
A positive side of having someone else taking care of your SEO is that they probably know how the technology works.
On a negative perspective that might make technology too complicated for you to understand what to do with it.
Today you need to do two things with SEO.
Write down your customer's question and answer to it and make sure other people share it.
You get reliable links from the outside which is a good thing.
That's your search engine optimization.
You need real time information what is going on in Google, once you know that you can outsource your SEO.
Or do it yourself or optimize internally.
But you need to be the one who is making the decisions.
Based on the information you're able to see.
At some point I talk about how advertising relates to SEO and inbound, because that's a massive part of the Franken system.
Now the next I�m going to show you is howto look at Google�s own SEO guide.
So, if you go to Google and search using thephrase �Google SEO Guide�, you will get results like this.
You see this one, it�sa PDF file and open it up it will look something like this.
Another great thing about this, is that this is not my opinion, or somebody else�s opinion,this is a guide direct from Google.
So, look at the table of contents here, asyou can see we�ve got a little bit about SEO basics, then bits on how to create goodtitles and good descriptions.
And then there is a section on improving yoursite structure and improving the structure of your URLs, your website addresses.
Tips on how to make your site easier to navigate.
Tips on optimising content.
Tips on how to offer good quality and services.
A section on how to write better anchor text.
If you�re not familiar with the phrase �anchor text�, it is the text within a text link.
So, for instance, when you see something like �Click here to download our free tips andtricks�, quite often the words �Click Here� is the bit that you click on, thatwould be the anchor text.
That would be a terrible example of how to use anchor textin terms of SEO.
As we will see there are much better waysof using anchor text to improve your SEO.
Then down here is a section on optimisingyour images and how to make those work for your SEO.
Similarly, there is a section on how to use headings properly.
How to deal with crawlers.
Crawlers are things like the �Google bot� which are bits of software that crawl theweb looking for new websites and following links.
How to make effective use of something called the robots.
If that sounds complicated,as will see it�s very straightforward.
Then there is a section on �follow� and�nofollow� links, which again is quite important from an SEO point of view.
And then there�s a few sections here about mobile phones which are increasingly importantthese days.
And then this section how to use analysisof your site.
And also, how to promote your site in theright way, as opposed to the wrong way, because Google doesn�t mind you trying to promoteyour site using SEO.
but if you over optimise.
or use what is called �black hat� techniques,which are techniques that Google disapproves of, then you will end up getting banned.
And then finally, there is a section on something called the free �Webmaster Tools�.
Googlehaven�t yet got around to updating this document, the Webmaster Tools have been renamedthe �Google Console�.
Rather annoyingly, Google constantly rename things, so that whatused to be called the �Google Webmaster Guidelines� is now caught the �GoogleSearch Console�, but it�s the same thing.
And if you come down here, as you can seethe first section just talks about page titles, and there are some tips there and best practices.
And the next section talks about the �Description� and again tips and best practices.
And as you carry on down here, you can see it�s in the same vein.
It�s very muchaimed at people fairly new to SEO, but it�s still worth looking at, through even if youbeen doing SEO for a while, even if just to remind yourself of something you may haveforgotten about.
So, for instance, this is all about improvingthe structure of the URLs, and best practice, then how to use URLS, and what sort of wordsyou should use inside the URLs.
And as you come down here tips on making thesite easier to navigate.
And, what else have we got?More of the same there.
Then there�s a bit about site maps.
Thereare two types of site maps.
HTML site maps and XML site maps.
Against that sounds horriblycomplicated, but in actual fact want to start looking into it it�s very easy to do, especiallyif you�re using WordPress.
And then there is the usual Google mantraabout quality content and the fact that if you have quality content that will attractquality links.
Which is true.
It just takes a bit of timethat�s all.
And again, best practices there.
There is a section on writing better �anchor text�.
As I say �anchor text� is thetext within a text link.
And more of the same there.
How to optimise your images for SEO.
And again, best practices.
How to use headings properly, what are called H1�s, H2�s and H3�s.
Which are importantfor SEO.
A section here on the robots.
The difference between �follow� and �no follow� links, and why that is important.
Then there is a couple of pages here all about mobiles.
Which as I say, is getting increasinglyimportant these days.
Then as a section about promoting your websitein the right way, as opposed to the wrong way, which can get you banned.
Then lastly there is a section about the free �Webmaster Tools�.
As I say it�s nowcalled the �Google Search Console�, and if you�re serious about your SEO, this issomething you should install immediately.
Just go and search with the phrase �GoogleConsole�, the old name which was �Google Webmaster Tools�.
You will find the informationabout it, it�s a free tool from Google, and is absolutely vital, if you can take yourSEO seriously, then the first thing you do is install the Google Webmaster Tools� orthe �Google Console� as it is now called.
And then finally, you�ve got some sourcesof help here, forums and blogs and what have you.
Again, if you�re not familiar withthese, go check them out because there�s an awful lot of extra information there, up-to-dateinformation, new information that is coming out so if you want to keep abreast of thechanges within SEO, this is a good a way as any, of doing it.
They also have tips on howto hire an SEO expert.
But unfortunately, as you may have noticed there are an awfullot of bad SEO consultants out there, so you need to know what you doing, if you wish tohire someone else to do your SEO.
Or better as I always recommend, learn how to do SEOwhich really is not difficult, and do it yourself.
So, there you are, the Google Search Engineofficial starter guide, from Google.
Download it, print it, check it out, readit.