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HubSpot 有一篇巨长的文章,建议您优化视频、提升在 YouTube 的搜索排名。我摘要编译如下。如果您想看原文,请点击这里 。
1、重命名您的视频文件以包含目标关键词
您的 YouTube SEO 优化从上传视频之前就开始了。目标不仅仅是在 YouTube 上排名,还要在 Google 上排名。搜索机器人不会抓取视频内容,只会抓取视频的源代码。通过在视频文件名中包含目标关键词,YouTube 算法可以读取文件名以及上传时附带的所有代码。
因此,将 「business_ad_003FINAL.mov」 这种文件名,替换为您想要的关键词名称。如果您的关键词是 「house painting guide」,那么您的文件名应为 「house-painting-guide」。最佳做法是使用带有关键词的修饰词,如 「best」、「how-to」 或 「guide」。
2、在视频标题中插入您的关键词
视频标题是观众与您视频的最先接触的点,也是帮助您视频索引和排名的重要元素。如果您进行了深入的关键词研究,您会知道很多高流量和相关的关键词。因此,您的标题应尽可能接近用户的搜索词,确保在标题的开头包括确切的关键词或广泛匹配词,以获得更高的可见性。
您的视频标题应代表您的视频内容。例如,一个主要描述如何定位品牌的视频,关键词和标题应该包含 「Brand Positioning」。标题最好保持在 60 个英文字符以内,以防止在搜索结果页面上被截断。我们测试过表现最好的视频标题长度在 50-60 个字符之间。较长的标题,表现通常不如短而清晰的标题 —— 这并不是绝对的规则,但通常建议短而清晰的标题。
3、优化您的视频描述
这里应该详细描述了您的内容 —— 最长可达 5000 个字符。视频描述有两个重要原因。首先,它促使观众点击视频;其次,它通过关键词组合帮助算法识别您的内容。当用户搜索某个词时,搜索结果页面最多显示 120 个字符。在此之后,观众必须点击 「显示更多」 才能看到完整描述。因此,我们建议在描述的前面部分放入最吸引人的信息。在描述的后半部分,包含确切的关键词,并用广泛匹配词和短语来描述您的内容。您还可以号召观众订阅、下载免费电子书或购买产品等。
4、使用热门关键词为您的视频增加标签
YouTube 建议使用标签让观众了解您的视频内容。但您不仅是在告知观众,也是在告知 YouTube 自身,因为 YouTube 使用标签来理解您的视频内容和上下文,这样,YouTube 可以将您的视频与类似视频关联,从而扩大您的内容覆盖范围。根据我们的实验,目标标签可以帮助您出现在视频的侧栏中。请注意,YouTube 标签(tags)与 YouTube 话题标签(hashtags)不同。标签帮助理解视频内容,而话题标签为您的内容提供相关性,并通过类似话题标签吸引观众。
最佳做法是使用流行竞争对手的标签,来帮助 YouTube 更好地理解您的视频。要找到标签,只需转到 「查看源代码」 选项,然后搜索 「keywords」 以找到相关标签。注意,不要为了吸引流量而使用不相关的标签,Google 可能会因此惩罚您。
5、对视频进行分类
对视频进行分类不会提升排名或提高参与度。但是,通过选择相关类别,YouTube 算法可以了解您的视频内容。YouTube 的类别将搜索引擎上的大量视频分为不同的类别,如游戏、教育、音乐视频、宠物和动物、时尚等。上传视频后,可以在 「高级设置」 下进行分类。
6、上传自定义缩略图。
视频缩略图是观众在浏览视频结果列表时看到的主要图像。缩略图不会直接影响视频的 SEO,但它会提升点击率(CTR)。理想的点击率在 2% 到 10% 之间,可以向 YouTube 系统发送正面或负面的信号。虽然您可以选择 YouTube 自动生成的缩略图选项之一,但您会注意到两者之间的点击量显著差异。观众在 YouTube 和搜索结果中首先看到的就是视频的缩略图,重要的是让它吸引人。
您可以从竞争对手或类似视频中获取灵感。查看表现最佳频道的顶级视频,看看他们最好的视频的缩略图。按最受欢迎视频排序。识别可模仿的词或风格,然后加入您的风格,但是不要复制。YouTube 建议使用 1280×720 像素的图像——代表 16:9 比例——保存为 2MB 或更小的 .jpg、.gif、.bmp 或 .png 文件。如果遵循这些参数,可以确保缩略图在多个观看平台上同样高质量显示。
7、使用 SRT 文件添加字幕
与我们在此讨论的其他文本一样,字幕可以通过突出重要关键词来提升 YouTube 搜索优化,因为 YouTube 算法可以读取源代码和视频中的文本。您的字幕不仅有助于 YouTube SEO,还可以增加视频的参与度。有字幕的视频观看时间会增加 12%。
8、添加卡片和片尾画面
当您观看视频时,是否曾看到角落里出现一个带有 「i」 字的小白色圆形图标,或者一个透明的文本条要求您订阅?那些是信息卡片,YouTube 描述它们为 「在桌面和移动设备上显示的预格式化通知,您可以设置它们来推广您的品牌和频道上的其他视频。」
您可以为一个视频添加最多五张卡片,有六种类型:
引导观众到另一个频道的频道卡片。 鼓励为美国非营利组织筹款的捐赠卡片。 请求观众帮助支持视频内容创作的粉丝资助卡片。 引导观众到外部网站、众筹平台、商品销售平台的链接卡片。 向观众提出问题并允许他们投票回应的投票卡片。 链接到其他此类 YouTube 内容的视频或播放列表卡片。 9、添加话题标签以扩大覆盖范围
话题标签是 YouTube 用户界面的一部分,允许您像在 LinkedIn 或 Instagram 上一样为您的内容添加相关术语。话题标签显示在您的视频标题上方,便于点击和发现。您可以使用您的公司名称,或包含相关关键词。我们还建议在 YouTube 描述中使用话题标签,但不要过度;YouTube 算法不断检查垃圾信息,过度使用话题标签可能会让您被意外标记。不要使用每一个想到的话题标签,而是选择两个到三个最能准确描述您视频的标签。
要搜索与您视频内容相关的话题标签,可以利用自动建议功能。通过输入主要关键词,搜索引擎会为您建议一系列围绕该主题的关键词。
10、创建与您视频的主题相关的播放列表
播放列表是将视频按主题组织成一个编译主题的好方法。超过 37% 的千禧一代每天都在 YouTube 上互动,为您的频道创建一个播放列表可以创建一个视频的简单指南。最佳做法是将视频分组到关键词优化的播放列表或主题中,这不仅向 YouTube 表明您的视频内容,还可以让观众从一个视频点击到另一个视频,增加观看次数,并间接提高排名。
例如,Yoga with Kassandra 将所有短时瑜伽课程,分组到一个名为 「5-15 分钟瑜伽课程」 的播放列表中,不仅标题简短而描述性,播放列表描述还包含了相关关键词,如 「10 分钟瑜伽课程」、「10 分钟晨间瑜伽伸展」 和 「睡前瑜伽课程」。这非常适合拥有多个涵盖类似主题视频的创作者。
11、试验视频长度
就像较长的博客文章比短博客文章(<1000 字)表现更好一样,较长的视频比短视频排名更高。观看页面时间越长,YouTube 算法获得的积极信号就越多,从而导致排名更高。所以,不要害怕让视频尽可能长。毕竟,用户正在寻找详细回答他们查询的答案。
虽然长度因不同领域而异,但最佳视频长度约为 11 分钟。例如,大多数 Mr. Beast 的视频时长在 13 分钟到 20 分钟之间,我们认为这是理想的观众类型和内容长度。但这不是一个神奇的数字或义务。不是每个 YouTube 用户都会坚持 10 分钟或更长时间。例如,超过 70% 的 YouTube 观看时间是在手机上,大部分入可能不会在小屏幕上观看一个小时长的视频。
要找到适合您观众的观看时间,尝试创建不同长度的视频。然后,快速分析观看时间、平均观看时长和观众保留率,并调整策略。记住:较长的视频往往带来更多广告机会和更高的收入机会。
12、使用 YouTube 搜索的建议功能
这个功能使找到视频主题的最受欢迎搜索词变得简单。只需开始输入关键词短语,看看会出现什么其他关键词和短语。然后,将最相关的词添加到标题、描述和标签中。您还可以使用这个功能来发现热门 YouTube 趋势、或找出您的竞争对手针对哪些关键词。这些见解可以帮助您调整 YouTube SEO 策略以获得更好的结果。比如说,您在 YouTube 里搜索 WordPress,它会建议「WordPress tutorial for beginners」。
13、尝试时间戳
时间戳标记视频的不同部分。它们使观众能够轻松找到视频中他们想要的内容。添加时间戳可以改善保留率和用户体验,因为它设定了期望。时间戳为观众提供了在视频中跳到他们想看的部分或等待该部分出现的理由。时间戳还提高了 SEO,因为它们使 YouTube 的算法更容易理解您的视频内容。这有助于您的视频出现在视频内的搜索词中,而不仅仅是视频的总体主题。
14、在视频描述中添加号召行动的按钮
行动号召(click to call; CTA)是促进互动的强大方式。提供价值的 CTA 不仅鼓励点赞、订阅和分享,还可以提高观众的参与度。这可以提升视频在搜索结果和推荐视频功能中的曝光度。为了最大效果,变换您的 CTA。有大约八种不同类型的 CTA 可以引导访客访问您的网站或产品页面。您可以在一个视频中,做一个口头 CTA,请求观众点赞、订阅或分享,在另一个视频中,要求观众收藏您的视频或点击描述中的共享链接。您还可以请求观众分享评论和反馈。这些行为不仅对用户体验有价值。它们还向 YouTube 发出信号,表明您的视频是互动的并为观众提供了价值。
15、查看 YouTube 搜索分析
分析有助于跟踪目标进展,您也可以积极使用这些数据来改进 YouTube SEO。例如,您正在试图找出为什么某个视频的流量突然增加。可能是您的视频针对某个热门关键词排名靠前,或者某个流行网站最近添加了您的视频。您可以深入挖掘特定视频数据,看看为什么会出现这一跳跃。然后,您可以找出如何用相同策略优化其他视频。
YouTube 分析还可以帮助您预测流行度上升的关键词。早期优化视频以这些关键词为目标可以增加您在这些搜索结果中排名更高的机会。最后,您的分析可以帮助您更好地了解您的观众。通常情况下,您开始一个 YouTube 频道时会有一个预定的观众群,但随着时间的推移,这些人口统计可能会发生变化。分析实时观众的年龄、位置和兴趣可以帮助您做出明智的调整。
大多数 SEO 专家建议密切关注这些指标:
观看时间。 平均观看时长。 展示和点击率。 卡片点击次数。 独立观众。 流量来源。 订阅者增长。 16、可选:在视频中留下置顶评论
在视频中留下评论可能看起来有些过头,但这是一个聪明的策略。不仅更多评论会提高视频的可排名性,还可以产生高水平的观众互动。一些优秀的博主,置顶评论可能会带来数百条回复。确保留下一个有吸引力的评论,以促进对话或为读者提供更多价值。
生于湖南,求学于北京,先后在广东、北京、DC 工作。一代移民,生活在美东小镇。
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