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Originally Posted by seo147

Videos have risen to be an integral part of the online marketing mix; yet despite the increasingly widespread recognition of the power of videos, video optimization is not as commonly practiced as website and content optimization.

Taking the extra steps to make your videos easier to find and share will let you take advantage of all that YouTube and videos have to offer along the customer path to purchase.

What Ranking On YouTube Has To Offer
YouTube is often said to be the second largest search engine in the world after Google itself. Every day, people watch hundreds of millions of hours of video on YouTube, generating billions of views.

Having a strong YouTube presence can have an incredible impact on your brand reach and will give you the chance to engage with the millions of visitors of using the platform.

Videos take content to an entirely new level. Rather than just showing customers a static image of your products or explaining a complicated topic in writing, you can show the visitor exactly what they would like to know. This level of engagement helps to build the relationship between customer and brand, improving your reputation.

The video giant also can offer you direct SEO benefits in search engine results pages (SERPs). Google wants to show users the types of content that are most applicable for their query. That means some queries will have video thumbnails mixed in with text links within the SERP.

Google knows that for certain queries, there are many people who will find a video explanation easier to understand and more helpful than a standard article. This means a well-optimized video can be displayed prominently on Google, drawing in even more traffic and helping you to establish yourself as the go-to expert.

Once you get people to your video, you also have the opportunity to expand your communication with them. Encouraging people to click through to your brand’s YouTube page, or even to your company website, can turn your brand awareness into concrete site traffic (and ultimately, leads and conversions).

To accomplish these goals, however, you need to attract traffic to your video and get it in front of the right people. Video optimization is the key to achieving this.

Last year, BrightEdge looked at our data and considered all the video click data available in Universal Search results (including videos surfaced from a website and videos surfaced from YouTube). We found the click curve for video results mirrored that of classic (text) results — except the average CTR for Position 1 of a video was 7.9 percent, whereas the average CTR for a classic result was 20 percent.

Factors That Impact YouTube Rankings
Like Google, YouTube has its own internal algorithm that dictates the order in which videos display in the search results. Here are a few key factors that the algorithm uses when adjusting these rankings.

Watch time. This might be described as the engagement metric, or the opposite of bounce rate for videos. YouTube wants to see how long your visitors stay to watch your content. This criterion is so critical that YouTube has an entire section dedicated to it on the Google Support page
Keyword relevance.
Your number of subscribers.
Customer reactions, including comments, likes and dislikes.
Video length.
To optimize your videos, you want to capitalize on these criteria. The following established techniques can help.

1. Provide The Right Types Of Content
To improve that critical factor of Watch Time, you have to make sure your content is actually worth watching.

Remember that YouTube users are not there specifically to learn about your brand — they want to see videos relevant to their search query. Videos that are overtly promotional or do not make much sense to people unfamiliar with your brand will not succeed on YouTube.

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