How to Optimise Your Videos for SEO

You’ve spent hours crafting the perfect video. The script is spot-on, the visuals are stunning, and the message is clear. But there’s just one problem — hardly anyone is watching it.

Sound familiar?

Creating high-quality video content is only half the battle. If you want people to actually find and watch your videos, you need to optimise them for search engines. In this guide, we’ll show you how to do exactly that — step by step.

Whether you’re a marketer, content creator, or small business owner, these practical tips will help your videos climb the search rankings and reach the audience they deserve.

Why Video SEO Matters

Let’s start with the basics: what is video SEO?

Video SEO (search engine optimisation) is the process of enhancing your video content so it ranks higher on search engines like Google and YouTube. Done right, it helps more people discover your videos organically, driving more views, engagement, and conversions.

With YouTube being the second-largest search engine in the world, optimising your videos isn’t optional — it’s essential.

1. Do Keyword Research First

Before you even hit “record,” spend time researching what your audience is actually searching for. The goal is to find high-search-volume keywords with video intent — meaning users expect to see video results.

Where to look:

• YouTube Search Suggestions – Start typing your topic and see what autocomplete offers.
  
• Google Trends – Compare search terms over time.
  
• AnswerThePublic – Great for question-based content.
  
• KeywordTool.io – Offers YouTube-specific keyword ideas.
  

Pick one primary keyword and a few related ones, and make sure they’re relevant to your audience’s interests.

2. Optimise Your Video Title

Your title is often the first thing people see — and search engines too. A strong video title includes your main keyword and clearly explains what the video is about.

Tips for a winning title:

• Keep it under 60 characters.
  
• Front-load your target keyword.
  
• Make it compelling and benefit-focused.
  

Example:
Instead of “SEO Tips for Creators,” try “How to Optimise Your Videos for SEO (Boost Views Fast)”

3. Write a Detailed Description

Your video description is a goldmine for SEO. It helps search engines understand the content and gives viewers extra context.

What to include:

• A short summary with your main keyword in the first 1–2 sentences.
  
• Related keywords sprinkled naturally throughout.
  
• Timestamps to improve user experience.
  
• Links to related videos or playlists (internal linking).
  

Aim for at least 250 words, but don’t keyword-stuff. Keep it helpful and conversational.

4. Use Tags Wisely

Tags might not be as important as they once were, but they still help YouTube understand your content — especially for new channels.

Add a mix of:

• Broad tags (e.g., “video marketing”)
  
• Specific tags (e.g., “how to optimise videos for SEO”)
  
• Misspellings or variations (optional)
  

Focus on relevance over quantity.

5. Upload a Custom Thumbnail

Thumbnails don’t directly affect SEO rankings, but they do impact click-through rates (CTR) — which can influence how often your video is shown.

A high-CTR video tells YouTube that your content is valuable.

Tips for a strong thumbnail:

• Use bold text and contrast.
  
• Show faces with expressive emotions.
  
• Keep the layout clean and clutter-free.
  
• Maintain brand consistency across all videos.
  

Think of your thumbnail as your video’s billboard.

6. Add Captions and Transcripts

Captions help make your videos more accessible — and searchable. YouTube automatically generates captions, but they’re often inaccurate.

To boost your SEO:

• Upload an accurate transcript or use YouTube’s editor to clean up the auto-captions.
  
• Use a service like Rev or Descript for speed and accuracy.
  
• Include your target keywords naturally (don’t force them).
  

Google can crawl these captions, which gives you another way to rank.

7. Focus on Audience Retention

YouTube doesn’t just care if people click your video — it wants them to watch it all the way through. That’s where audience retention comes in.

Higher watch time = higher rankings.

Boost retention with:

• Strong hooks in the first 10 seconds.
  
• Clear structure and pacing.
  
• Visuals that change every 5–7 seconds.
  
• On-screen text or animations to highlight key points.
  

Review your analytics and tweak your approach based on drop-off points.

8. Embed Videos on Your Website

Want to give your video content an extra SEO push? Embed your YouTube videos on relevant blog posts or landing pages.

This improves dwell time and gives Google more context about the video topic — especially if your page already ranks for related keywords.

Many popular CMS platforms such as Shopify, WordPress and Squarespace have excellent inbuilt features for optimising your videos, although employing a specialist such as a Shopify SEO consultant means you can take advantage of their expertise.

Just make sure your site is mobile-friendly and loads fast.

9. Encourage Engagement

Search engines love videos that spark interaction. Comments, likes, shares, and subscriptions all send positive signals.

Ask viewers to:

• Like the video if it helped them.
  
• Comment with a question or opinion.
  
• Subscribe for more content.
  
• Share with a friend or colleague.
  

And always reply to comments to keep the momentum going.

10. Submit a Video Sitemap

If you host videos on your own site (not just YouTube), create a video sitemap and submit it to Google Search Console.

This helps Google index your video content faster and understand how it fits into your site.

For platforms like WordPress, plugins like Yoast make this easy.

Final Thoughts

Video SEO might sound technical, but at its core, it’s about creating helpful, engaging content and making sure people can find it.

By following the tips above — from keyword research to custom thumbnails — you’ll set your videos up for long-term success. And remember, consistency is key. The more you publish and optimise, the more data you’ll have to improve future content.

Start implementing these video SEO tips today, and watch your visibility grow — one video at a time.