{"id":8263,"date":"2020-12-11T11:04:28","date_gmt":"2020-12-11T11:04:28","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=8263"},"modified":"2025-06-20T20:49:21","modified_gmt":"2025-06-20T20:49:21","slug":"how-to-build-a-youtube-seo-strategy","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/how-to-build-a-youtube-seo-strategy\/","title":{"rendered":"How to build a YouTube SEO strategy"},"content":{"rendered":"\n

Fundamentally our job as SEOs is to match organic search intent wherever it may be, whether that be on Google, Bing, Yandex, or across different types of search engines such as App Stores. The same applies for YouTube.

When developing a YouTube SEO strategy, the most important thing we do is provide content that satisfies the search intent of YouTube users.

That means we need to consider what users are looking to accomplish based on their search. Are they looking for entertainment? Trying to learn a new skill? Comparing products? Understanding why someone is searching will help you create videos that will help those users, generate better engagement, and ultimately get more visibility.<\/p>\n\n\n\n

What goes into a YouTube SEO Strategy?<\/h2>\n\n\n\n

In order to effectively assess the search landscape on YouTube, conducting YouTube keyword research and mapping this to search intent is key \u2013 and should lay the foundations for developing a YouTube strategy.

The purpose of YouTube SEO keyword research is to uncover which keywords people are using when making searches relating to your product or service on YouTube. Our focus is on taking this one step further \u2013 going beyond what people are searching for, and focusing on the why!

We can figure out roughly what stage of the user journey the searcher is based on the search intent of the query. Let\u2019s look at the example of keywords related to the Ring video doorbell, which is a company that makes video doorbells.

The different stages of the user journey go from the initial top of funnel discovery phase (i.e.\u201cbest video doorbell\u201d),<\/em> <\/em><\/strong>right through to the consideration phase (i.e \u201cring video doorbell 3 vs ring video doorbell pro\u201d<\/em>) and decision phase (i.e \u201cring video pro reviews\u201d<\/em>).<\/p>\n\n\n\n

\"conversion<\/figure>\n\n\n\n

We should also consider how we can best match the needs of people post-conversion in addressing any questions or concerns post-purchase (i.e \u201cring video doorbell installation\u201d<\/em>).

When focusing on YouTube, it\u2019s critical to develop a strategy that means we are not only building out branded videos to rank for specific terms, but also seeking to appear favourably across the different stages of the user journey.

There are some keywords that you will be able to target with branded videos, but there are other terms where this will not be possible.

If someone is searching for \u201chow to install ring video doorbell\u201d<\/em> <\/em><\/strong>then there is certainly a case for building out a branded video matching this intent. Similarly, when releasing a new product it makes perfect sense to have a video (or videos) showcasing the product\u2019s features especially if there are searches related to \u201cfeatures\u201d or \u201cdemonstrations.\u201d

On the other hand, if somebody is searching for \u201cring video doorbell reviews\u201d<\/em>, they are clearly looking for independent reviews of the product. Even if a branded video were to rank, the searcher is likely going to click on videos where there are independent reviews. The most effective strategy in this scenario is building partnerships with other YouTube channels, either by giving out free products or by working with affiliate marketers.

Building online partnerships has a dual benefit in that you can help influence the SERPs in a positive direction for those important reviews and comparison keywords, whilst also getting your product in front of a potentially large, very targeted, audience.

Something to consider when partnering with other YouTube channels is that they do value their right to provide independent reviews and are not obliged to give favourable reviews \u2013 but the fact they can make money from people going on to buy these products makes it far less likely they will do scathing reviews.

The overall objective should be to consider how your brand can appear favourably at different stages of the funnel, from the top, right through to the decision making phase. <\/p>\n\n\n\n

How to fill in the search intent blanks with keyword research<\/h2>\n\n\n\n

So we\u2019ve covered what goes into a YouTube SEO strategy \u2013 and a fundamental part of this is doing the YouTube keyword research.

The objective of YouTube SEO keyword research is to uncover which keywords people are using when making searches relating to your product or service.

YouTube SEO keyword research should focus on the two main ways that users are likely to find YouTube video results:<\/p>\n\n\n\n