When I first started helping companies grow YouTube channels with organic marketing, I quickly learned that it’s not just about creating great videos—they're of no use to anyone if the right people can't find them. YouTube is the Google of video, so if you know how to work both, you can get your content in front of your ideal audience.
At the request of some clients I greatly admire, I gathered my favourite content marketing and SEO strategies for making YouTube’s algorithm work for you.
1. How I use YouTube like Google with keywords
YouTube’s search engine is pretty much Google in video form. So, when I’m optimising my videos, I focus heavily on keywords. Here’s exactly what I do:
I start with the search bar.
One of the simplest tricks is typing my topic + each letter of the alphabet into the search bar and letting YouTube autocomplete it. For example:
Content marketing a...
Content marketing b...
Content marketing c...
This gives me a sense of what people are already searching for, and I can tweak my clients' content accordingly.
I check YouTube Analytics. In Analytics, I use the Research tab to find even more keyword ideas. I type in a topic and go to “See All” next to “searched on YouTube.” This also helps me discover content gaps—things people are searching for but aren’t finding. Those are a golden opportunities to create something new for which there's already interest.
I use keyword tools. If I’m digging deeper, I’ll use Keywords Everywhere, which is a paid tool but worth it for detailed keyword suggestions. It pulls data from both YouTube and Google Trends, which gives me a broader view of what’s trending.
2. How I find ideas for viral YouTube Shorts
YouTube Shorts are fantastic for reaching new audiences, especially if you hop on the latest trends. Here’s what I do:
I check out the trending section. From the YouTube homepage, I scroll down the left menu and click “Explore.” In the “Trending” section, I find styles that are taking off. Then, I suggest my clients make their own versions with a twist.
I keep hashtags simple. When it comes to Shorts, I keep it to 3-5 hashtags. Too many (over 7) and YouTube ignores them all, so I focus on a handful of relevant topics. I’ll throw in a couple of trending hashtags, but I always add some personal ones to help my content stand out, for example:
3. Why the first 48 hours are everything
The first 48 hours after I upload a video are critical. That’s when YouTube decides if it’ll push your video out to a larger audience.
It’s totally normal to see a curve in the analytics during this time, but if after 24 hours a video is underperforming compared to others, here’s what I do:
I change the thumbnail. A fresh preview image can do wonders for click-through rates.
I tweak the title. Shorter titles (around 47 characters) often work better, but I’ll experiment with different variations. You’ve got 100 characters to play with—you might as well make the most of them.
I update the tags. YouTube claims tags don’t matter much anymore, but SEO experts say otherwise. So, when uploading new videos I always scroll down to the “Show More” section in video details and add tags anyway.
4. Why location matters in ranking
Where you rank can totally depend on your location, but it doesn’t have to. Here’s what I do to rank in specific countries:
I adjust my YouTube location settings.
In YouTube’s settings, I make sure my location is configured for where we want to rank. Don’t automatically assume the US is your best bet—it’s often better to target smaller markets with less competition, and there are so many English-speaking countries with less competition where you might rank.
I use a VPN. If we want to target a different country, I’ll use a VPN to check how our videos rank there. Lower competition in these markets is a great way to get noticed when you’re starting out.
I spy on competitors. I’ll find the top competitors in a given country, head to their “Popular” videos, and steal their keywords and topics. It’s a great way to find out what’s already working, for example:
5. Some extra tips (not SEO, but they help!)
Encourage engagement.
YouTube, like LinkedIn, rewards engagement. So, during our videos, we'll ask people to like, comment, and share—not just at the end. The more engaged the audience is the more YouTube will push the video.
Get an SEO starter bank. When I was just starting out, I had a peer, Shanzay Aziz, build me SEO keyword banks, and those can be a game changer. If you’re looking to streamline things, I highly recommend getting a similar setup.
By focusing on keywords, optimising those crucial first 48 hours, and paying attention to location plus hashtags, I’ve been able to boost my clients' YouTube presence.
These are the strategies that worked for me in 2024—give them a shot, and let me know what impact they make on your organic reach!
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