Keyword research is a critical step for creating successful YouTube content. With over 2 billion logged-in monthly users, YouTube is the second largest search engine globally, making it a powerful platform for visibility and growth. Here is a comprehensive guide on conducting keyword research for YouTube to maximize your results.
Why is keyword research for YouTube essential?
- Understand your audience: Knowing what your target audience is searching for ensures your content aligns with their interests and needs.
- Increase visibility: Effective keywords improve your video’s chances of appearing in search results and suggested videos.
- Boost engagement: Relevant keywords help attract viewers genuinely interested in your content, leading to higher watch times, likes, and shares.
- Improve monetization: Videos that align with popular and relevant keywords attract more advertisers, increasing your revenue potential.
How does YouTube prioritise videos in search?
YouTube’s search algorithm is complex and takes several factors into account when ranking videos. Understanding how it works can help you optimize your content for better visibility.
1. Video title & metadata:
- Relevance: YouTube uses the keywords in your title, description, and tags to understand what your video is about. Videos with keywords that match user searches are more likely to rank higher.
- Click-Through Rate (CTR): The percentage of people who click on your video when it appears in search results. A higher CTR often results in better rankings.
Watch time & Engagement:
- Watch Time: YouTube values how long people stay and watch your video. Videos that generate high watch time (e.g., viewers watch most or all of the video) are seen as high-quality content and rank better.
- Engagement: Likes, comments, shares, and subscribers are key metrics. Higher engagement signals to YouTube that your video is valuable, encouraging it to rank higher.
3. User behavior & Personalization:
- Search history: YouTube considers the user’s search and watch history to personalize search results.
- Personalized recommendations: Videos that are related to previous content watched by the user or videos from similar channels are more likely to appear in suggested videos.
4. Video quality & relevance:
- HD quality & Strong thumbnails: YouTube favors videos that are high-quality and have engaging thumbnails.
- Content relevance: Videos that match the user’s intent (informational, commercial, etc.) rank higher.
Building authority in your niche
Building authority on YouTube is an ongoing process, but focusing on these strategies can help you establish your channel as an expert in your niche:
1. Consistent content creation:
Regular uploads on a specific topic or niche will signal to YouTube that your channel is a reliable source for that content. Consistency helps build trust with both the algorithm and viewers.
2. Create high-quality, engaging videos:
Focus on providing real value. Whether it’s entertainment, education, or tutorials, videos that meet the needs of your audience will generate higher engagement and retention, which boosts authority.
3. Collaboration & Networking:
Collaborating with other creators in your niche can expose you to new audiences and add credibility to your content. Guest appearances and partnerships signal authority.
4. Respond to comments & build a community:
Engaging with your viewers through comments, polls, or community posts helps build loyalty and signals to YouTube that your channel is interactive and community-focused.
Step-by-Step guide to keyword research for YouTube
Step 1: Identify your target audience
Before diving into keyword tools, define your target audience.
- Demographics: Age, gender, location, and language preferences.
- Interests: Topics, hobbies, and challenges they face.
- Search behavior: Common phrases or questions they may type into the YouTube search bar.
Step 2: Use YouTube’s autocomplete feature
The simplest way to start your research is by using YouTube’s search bar.
- Type in a general topic or keyword related to your niche.
- Note the autocomplete suggestions that appear. These suggestions are based on actual user searches and are a goldmine for content ideas.
Example: If your channel focuses on fitness, typing “how to start blogging” might reveal suggestions like “how to start blogging for free and earn money,” “how to start blogging in India”.
Step 3: Leverage keyword research tools
Here are some effective tools tailored for YouTube keyword research:
1. TubeBuddy
A YouTube-certified tool that provides deep keyword insights, including a keyword score based on search volume and competition. It also suggests tags and keywords to help you optimize your videos for visibility.
Best for: YouTube content creators looking for keyword insights, optimization tools, and competitor analysis.
Key features:
- Keyword research and suggestions.
- Tag suggestions and analysis.
- SEO recommendations for video titles, descriptions, and tags.
- Bulk processing tools for managing videos.
- A/B testing for thumbnails and titles.
Pros:
- YouTube-certified tool, ensuring accurate results.
- Provides keyword scores based on search volume and competition.
- Helps optimize video metadata with ease.
- In-depth analytics and performance tracking.
Cons:
- Some advanced features are locked behind a paid plan.
- May be overwhelming for beginners with too many features.
How to use:
- Install TubeBuddy as a browser extension (Chrome or Firefox).
- Open your YouTube dashboard, and use TubeBuddy’s keyword research tool to find relevant keywords.
- Use the keyword score and competition data to decide which keywords to target.
- Optimize your video tags, descriptions, and titles using TubeBuddy’s recommendations.
Pricing:
- Free plan available with basic features.
- Paid plans start from $9 per month (Pro) and $57.98 per month (Legend).
2. VidIQ
Another powerful tool for YouTube, VidIQ offers advanced analytics like trending tags, competition analysis, and keyword suggestions. It helps you identify opportunities by providing insights into what’s working for similar channels.
Best for: YouTube creators who want comprehensive video insights, competitor analysis, and keyword suggestions.
Key features:
- Keyword research and ranking data.
- Real-time trending tags.
- Channel analytics and performance tracking.
- Video score to assess optimization potential.
- Search engine optimization (SEO) recommendations for titles and descriptions.
Pros:
- Provides competitor insights to see what’s working for similar channels
- Offers keyword suggestions with real-time trends
- Easy-to-use interface with a lot of educational resources
- Provides a Chrome extension for easy access
Cons:
- Limited features in the free plan
- Some users report the paid features are not worth the price for smaller channels
How to use:
- Install VidIQ’s browser extension.
- Search for relevant keywords and analyze their performance.
- Check competitor channels to extract useful keywords and ideas.
- Use VidIQ’s analytics to optimize your titles, descriptions, and tags.
Pricing:
- Free plan available.
- Paid plans start at $4.93 per month (Pro).
3. Google Keyword Planner
While primarily an SEO tool, Google Keyword Planner allows you to uncover high-volume, low-competition keywords that can be adapted for YouTube. Pair it with YouTube-specific research to refine your keyword list.
Best for: Those who want to use Google’s data to find keywords that are relevant for YouTube, particularly in terms of search volume and competition.
Key features:
- Keyword search volume and competition data.
- Geographic targeting.
- Keyword grouping suggestions.
- Ability to explore keywords related to a niche.
Pros:
- Free to use with a Google Ads account
- Allows you to see search volumes and competition across all Google platforms (including YouTube)
- Great for finding long-tail keywords
Cons:
- Primarily geared toward Google Ads, which may not always align perfectly with YouTube content
- Requires a Google Ads account to access full functionality
How to use:
- Sign up for a Google Ads account (even if you don’t plan to run ads).
- Go to the Keyword Planner tool in Google Ads.
- Enter a topic or niche to generate keyword ideas.
- Filter by YouTube-related keywords and use search volume data to determine potential keywords.
Pricing:
- Free with a Google Ads account.
4. AnswerThePublic
This unique tool generates keyword ideas by mapping out common questions and phrases people search for. It’s especially useful for creating content around “how-to” and FAQ-style videos.
Best for: Content creators who want to discover common questions and search queries related to their niche.
Key features:
- Keyword suggestions based on actual search queries.
- Visualizations of search data.
- Generates content ideas based on what people are asking.
- Keyword mapping by question, preposition, and comparison.
Pros:
- Excellent for discovering niche-specific topics and FAQs
- Unique visual interface that helps you understand search patterns easily
- Great for creating content around “How-to” and “FAQ” videos
Cons:
- Limited results in the free version
- Some results can be too generic, requiring refinement
How to use:
- Go to AnswerThePublic.com.
- Type in a keyword or topic relevant to your niche.
- View a visual map of questions and phrases associated with that keyword.
- Use these questions and phrases as ideas for video titles and keywords.
Pricing:
- Free plan with limited searches per day.
- Paid plans start from $5 per month (Individual) and $49 per month (Pro) and $99 per month (Expert).
Step 4: Analyze competitor channels
Research successful channels in your niche to identify high-performing keywords.
- Observe the titles, tags, and descriptions they use.
- Use tools like TubeBuddy or VidIQ to extract tags from their videos.
- Identify gaps or opportunities to differentiate your content.
Step 5: Focus on long-tail keywords
Long-tail keywords are specific phrases with lower competition but higher intent. They are ideal for targeting niche audiences.
Example: Instead of targeting “fitness videos,” go for “10-minute yoga workout for beginners.”
Step 6: Optimize for search intent
Once you have your keywords, integrate them strategically into your video content:
1. Video title
Incorporate primary keywords naturally into the title. Keep it concise and clickable.
Example: “Top 5 Healthy Smoothies for Weight Loss in 2024”
2. Video description
Write a detailed description that includes your primary and secondary keywords. Add timestamps, links, and hashtags for better discoverability.
3. Tags
Use relevant tags to help YouTube’s algorithm categorize your video. Include variations and synonyms of your keywords.
4. Thumbnail optimization
While not directly related to keywords, an eye-catching thumbnail can boost click-through rates. Pair it with a keyword-rich title for maximum impact.
5. Captions & Subtitles
Transcripts and captions improve accessibility and boost keyword relevance. Use tools like Rev or YouTube’s auto-captioning feature.
Common keyword research mistakes to avoid
- Overstuffing keywords in titles or descriptions.
- Ignoring keyword intent and focusing solely on volume.
- Neglecting to analyze competitor strategies.
- Failing to adapt to changing search trends.
Trends to watch in 2024
- Voice Search Optimization: With voice assistants on the rise, optimize for natural, conversational queries.
- Shorts integration: Focus on keywords for short-form content to tap into YouTube Shorts’ growing popularity.
- AI-powered suggestions: Use AI-driven tools like Jasper or ChatGPT to generate trending topic ideas.
Final thoughts
Effective keyword research is the backbone of a successful YouTube strategy. By understanding your audience, leveraging tools, and focusing on user intent, you can create content that ranks higher, engages viewers, and drives meaningful results.
Author Bio
Sejal Chopra