With 20 hours of video content uploaded to YouTube every minute*, it's just got harder to connect with your target audience. YouTube has introduced a raft of tools that provide more insight into what viewers are searching on. Use these 3 essential tools to perform keyword research ahead of a paid search or video SEO campaign on YouTube.
YouTube Keyword Tool
The YouTube Keyword Tool is a powerful resource. It allows you to generate new keyword ideas in much the same way as the AdWords Keyword Tool. Simply enter descriptive words or phrases, or point the Keyword Tool to an existing YouTube video for keyword ideas. The tool returns keywords related to the ones you entered, together with monthly search volumes for the language and country of your choice. You can switch between match types to see how search volumes change with broad, phrase, exact and negative match types. You can access the YouTube Keyword Tool even without a YouTube account.
Why use it at all? While YouTube is the second largest search destination on the Web, ahead of Bing and Yahoo!, the searches performed are different from that performed on traditional search engines. Users are searching for video content, often with specific search interests. YouTube itself recommends that you "choose your keywords accordingly: names (celebrities), titles (movies, shows), quotes, actions/verbs, objects in the video (cars, etc.), emotions (funny, hilarious, etc.) etc."
How to use it? The Keyword Tool returns valuable information about keyword search volumes. Use this intelligence to structure your ad groups around popular keyword variations. It can also provide ideas for negative keywords at the campaign or ad group level. Build on keyword search volumes to forecast costs and size your campaign's budget.
YouTube Suggest
YouTube Suggest is an interface enhancement to the YouTube search box. As you type, YouTube Suggest returns searches similar to the one you're typing, in the same way as Google Suggest. Start to type 'madonna' and YouTube will return search suggestions, such as 'madonna celebration', 'madonna hung up' and more.
Why use it at all? YouTube Suggest is a powerful way to research long tail search queries. Where the Keyword Tool returns 'Not Enough Data' for words with low monthly search volumes, YouTube Suggest will show are far richer set of options. Use it to expand on the Keyword Tool for long tail keyword research.
How to use it? Use relevant keyword suggestions in your video title, description and/or tags to get your content out to as many searchers as possible. You could also use it to generate ideas for new video content.
Keyword research with YouTube Insight
The Discover tab shows how viewers discovered your content. For each video, YouTube shows the source of views, identifying clicks from the 'Related Videos' box, a YouTube search, a Google Search and up to 5 other sources.
- Click the 'YouTube Search' section for the list of phrases viewers searched for on YouTube to find your video.
- Click the 'Google Search' section for the search queries that lead users from Google search to your video.
* YouTube, Zoinks! 20 Hours of Video Uploaded Every Minute!, May 20th 2009
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