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Understanding Bounce Rate & How to Audit It

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Understanding Bounce Rate & How to Audit It

Many people talk about how important it is to have a “low bounce rate.”

But bounce rate is one of the most misunderstood metrics in SEO and digital marketing.

This article will explore the complexities of bounce rate and why it’s not as straightforward as you might think.

You’ll also learn how to analyze your bounce using Google Analytics 4 exploration reports.

In order to understand what bounce rate is, we need to define what engaged sessions are according to GA4.

What Is An Engaged Session?

An engaged session in GA4 is a session which meets either of the following criteria:

  • Lasts at least 10 seconds.
  • Has key event (formerly conversions).
  • Has at least two screen views (or pageviews).

Simply put, if a user lands on your homepage and leaves without converting (key event), that would produce a 100 percent bounce rate for that session.

If one lands and visits a second page or signs up for your newsletter (as you defined it as a key event), that would mean the bounce rate for that session is 0%.

What Is Bounce Rate In Google Analytics?

Bounce rate is a percentage of unengaged sessions, and it is calculated with the following formula:

(total sessions/unengaged sessions)*100.

So, it’s not only visiting a second page that brings the bounce rate down but also when key events occur.

You can set up any event, either built-in or custom-defined in Google Analytics 4 (GA4), to count as a key event (formerly conversion), and in cases when it occurs during the session, it will be counted as a non-bounce visit.

Here is how to define any event as a key event:

  • Navigate to Admin.
  • Under Data display, navigate to Events.
  • Find the event you are interested in and toggle Mark as key event to turn it blue.
How to mark events as key events in GA.

How To Change The Default Engaged Session Timer In GA4

As a marketer, you may want to adjust the default 10-second timer for engaged sessions based on your project needs.

For example, if you have a blog article, you may want to set the timer as high as 20 seconds, but if you have a product page where users typically take more time to explore details, you might increase the timer to 30 seconds to better reflect user engagement.

To change:

  • Navigate to Data streams and click on the stream.
  • In the slide popup, navigate to Configure tag settings.
  • In the second slide popup, click Show more at the bottom.
  • Click on the Adjust session timeout setting.
  • Change Adjust timer for engaged sessions to the value of your choice.

Here is the detailed video guide on how to adjust the timer for engaged sessions:

What Is A Good Bounce Rate?

So, it’s not as straightforward as saying, “Example.com has a bounce rate of 43 percent, and example2.com has a bounce rate of 20 percent; therefore, example2.com performs better.”

For example, if you search [what’s on at the cinema…], then land on a website and have to dig through five pages of the site to find what’s showing, the website might have a low bounce rate but will have a poor user experience.

In this case, that’s misleading if you consider a low bounce rate good.

On top of that, what use is there in measuring the bounce rate for the whole website when you have lots of different templates that are laid out and designed in different ways, and you track ‘key events,’ aka conversions, differently?

In most cases, this shows that your marketing is effective and well-targeted, and visitors are engaging with your content and wanting to know more.

Remember, bounce rate is not a ranking factor, but when users navigate deeper into your pages, it is an engagement ranking signal that Google may take into account, according to what Google’s Pandu Nayak said during hearings.

That said, it may make sense to track the number of sessions with two or more pageviews in GA4, which you may want to consider as a KPI when reporting.

How To Set Up A Custom Audience With Multiple Pageviews Per Session

If you want to know how many visitors you have who have more than two page views in a session, you can easily set it up in GA4.

To do that:

  • Navigate to Admin.
  • Under Data display, navigate to Audiences.
  • Click the New Audience blue button on the top right corner.
  • Click Create custom audience.
  • Set up a name for your audience.
  • Select scope to “Within the same session.”
  • Select session_start.
  • Click And and select “page_views” with the parameter with “Event count” greater than one.

You simply tell it to add to my audience all users who viewed more than two pages within the same session. Here is a quick video guide on how to do that.

You can set up audiences with any granularity, like sessions with exactly two or three pageviews and greater than three pageviews.

Later, you can filter your standard reports using your custom audiences.

How To Do Bounce Rate Reporting And Audit

Next time your boss or client asks you, “Why is my bounce rate so high?” – first, send them this article.

Second, conduct an in-depth bounce rate audit to understand what’s going on.

Here’s how I do it.

Bounce Rate by Date Range

Look at bounce rates on your website for a particular period. This is the most simple reporting on bounce rate.

To do that:

  • Navigate to Explorations on the right-side menu.
  • Click ‘Blank’ report.
  • From Metrics choose “Bounce rate.”
  • Set Values to a “Bounce rate.”
  • Under Settings (2nd column), choose visualization type “Line chart.”
  • Select the date period of your choice.
How to set up a bounce rate report for the entire website by date range.How to set up a bounce rate report for the entire website by date range.

If you see spikes in the chart, it may indicate a change you made to the website that influenced the bounce rate.

How To Analyze Bounce Rate On A Page Level

When running a lead generation campaign on many different landing pages, evaluating which pages convert well or poorly is vital to optimize them for better performance.

Another example use case of page-level bounce reports is A/B testing.

To do that:

  • Navigate to Explorations on the right-side menu.
  • Click Blank report.
  • From Metrics, choose Bounce rate and Sessions.
  • From Dimensions, choose Landing page + query string.
  • Under Settings (second column), choose visualization type ‘Table.”
  • Set Rows to a “Landing page + query string.”
  • Set Values  to a “Bounce rate: and “Sessions.”
  • Set the filter to include pages with more than 100 sessions ( to ensure the data you’re mining is statistically significant).
  • Select the date period of your choice.

Tip: You don’t need to create a new blank exploration report; instead, add another tab to the same report and change only the configuration.

How to setup page level-bounce rate report in GA4How to set up page level-bounce rate report.

If we don’t filter by sessions number, you’ll be looking at bounce rates on some pages with only one or two sessions, which doesn’t tell you anything.

Once you’ve done the above, repeat the process per channel to gain an even more rounded understanding of what content/source combinations produce the most or least engaged visits.

How To Analyze Your Bounce Rates By Traffic Channel

Bounce rates can be wildly different depending on the source of traffic.

For example, it’s likely that search traffic will produce a low bounce rate while social and display traffic might produce a high bounce rate.

So you also have to consider bounce rate on a channel level as well as on a page level.

The bounce rate from social and display is almost always higher than “inbound” channels for these reasons:

  • When a user is on social media looking through their news feed, they are (often) not actively looking for what we are promoting.
  • When a user sees a banner ad on another website, they are (often) not actively looking for what we are promoting.

However, for inbound channels like organic and paid search, it’s logical that the bounce rate is lower as these users are actively searching for what you are promoting.

So, you capture their attention during the “doing” phase of their buyer’s journey (depending on the search term in question).

To dig deeper into each one:

  • From Metrics, choose Bounce rate and Sessions.
  • From Dimensions, choose Session default channel group.
  • Under Settings (second column), choose visualization type Table.
  • Set Rows to a Session default channel group.
  • Set Values to a Bounce rate and Sessions.
  • Select the date period of your choice.
How to set up a bounce rate report by traffic channels in GA4.How to set up a bounce rate report by traffic channels.

A little homework: Try to plot a line graph based on the bounce rate for your organic traffic.

Now, you can dig deeper into the data and look for patterns or reasons that one page or set of pages/source or set of sources has a higher or lower bounce rate.

Compile the information in an easy-to-read format, ping it to the powers that be, and head for a congratulatory coffee.

Do You Have The Right Intent?

Sometimes, you’ll find pages that rank in search engines for terms that have more than one meaning.

For example, a recent one I discovered was a page on a website I manage that ranks first for the search term ‘Alang Alang’ (the name of a villa), but Alang Alang is also the name of a film.

The villa page had a high bounce rate, and one reason for this is that some of the visitors landing on that page were actually looking for the film, not the villa.

By doing keyword and competition research to see what results your target keywords produce, you can quickly understand if you have any pages that rank well for terms that could be intended for other topics.

When you identify such pages, you have three options:

  • Completely change your keyword targeting.
  • Remove the page from the SERPs.
  • Overhaul your title and meta description, so searchers know explicitly what the page is about before they click.

How To Increase Website Engagement

Now you’ve figured out what’s going wrong, you’re all set to make some changes.

All of this depends on your study’s findings, so not all of these points are relevant to every scenario, but this should be a good starting point.

Most importantly track custom events as “key events” (conversions) so things like newsletter sign-ups result in Google Analytics classifying that as a non-bounce even if the user didn’t visit a second page.

Is High Bounce Rate Bad?

Hopefully, you now understand why bounce rate isn’t simply “high” or “low”. It depends on many factors, and there is no single answer to the question, “Is high bounce rate bad?”

If you defined your ‘key events’ (conversions) and GA4 settings correctly for your goals, a high bounce ( +90% ) rate is definitely concerning because it means your visitors don’t engage enough with your webpages.

But if you have GA4 on default settings, you can never rely on data because of the reasons we discussed above.

Never assume anything. Do your research and make sure you configure your GA4 account properly to track ‘key events.’

Now, go forth and conquer your bounce rate!

More resources:


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Google’s Web Crawler Fakes Being “Idle” To Render JavaScript

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Google's Web Crawler Fakes Being "Idle" To Render JavaScript

In a recent episode of the Search Off The Record podcast, it was revealed that Google’s rendering system now pretends to be “idle” to trigger certain JavaScript events and improve webpage rendering.

The podcast features Zoe Clifford from Google’s rendering team, who discussed how the company’s web crawlers deal with JavaScript-based sites.

This revelation is insightful for web developers who use such methods to defer content loading.

Google’s “Idle” Trick

Googlebot simulates “idle” states during rendering, which triggers JavaScript events like requestIdleCallback.

Developers use this function to defer loading less critical content until the browser is free from other tasks.

Before this change, Google’s rendering process was so efficient that the browser was always active, causing some websites to fail to load important content.

Clifford explained:

“There was a certain popular video website which I won’t name…which deferred loading any of the page contents until after requestIdleCallback was fired.”

Since the browser was never idle, this event wouldn’t fire, preventing much of the page from loading properly.

Faking Idle Time To Improve Rendering

Google implemented a system where the browser pretends to be idle periodically, even when it’s busy rendering pages.

This tweak ensures that idle callbacks are triggered correctly, allowing pages to fully load their content for indexing.

Importance Of Error Handling

Clifford emphasized the importance of developers implementing graceful error handling in their JavaScript code.

Unhandled errors can lead to blank pages, redirects, or missing content, negatively impacting indexing.

She advised:

“If there is an error, I just try and handle it as gracefully as possible…web development is hard stuff.”

What Does This Mean?

Implications For Web Developers

  • Graceful Error Handling: Implementing graceful error handling ensures pages load as intended, even if certain code elements fail.
  • Cautious Use of Idle Callbacks: While Google has adapted to handle idle callbacks, be wary of over-relying on these functions.

Implications For SEO Professionals

  • Monitoring & Testing: Implement regular website monitoring and testing to identify rendering issues that may impact search visibility.
  • Developer Collaboration: Collaborate with your development team to create user-friendly and search engine-friendly websites.
  • Continuous Learning: Stay updated with the latest developments and best practices in how search engines handle JavaScript, render web pages, and evaluate content.

See also: Google Renders All Pages For Search, Including JavaScript-Heavy Sites

Other Rendering-Related Topics Discussed

The discussion also touched on other rendering-related topics, such as the challenges posed by user agent detection and the handling of JavaScript redirects.

The whole podcast provides valuable insights into web rendering and the steps Google takes to assess pages accurately.

See also: Google Renders All Pages For Search, Including JavaScript-Heavy Sites


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Google’s Indifference To Site Publishers Explained

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Google inadvertently reveals reasons that explain their seeming indifference to publishers hurt by algorithm updates

A publisher named Brandon Saltalamacchia interviewed Google’s SearchLiaison in which he offered hope that quality sites hit by Google’s algorithms may soon see their traffic levels bounce back. But that interview and a recent Google podcast reveal deeper issues that may explain why Google seems indifferent to publishers with every update.

Google Search Relations

Google has a team whose job is to communicate how site owners can do well on Google. So it’s not that Googlers themselves are indifferent to site publishers and creatives. Google provides a lot of feedback to publishers, especially through Google Search Console. The area in which Google is indifferent to publishers is directly in search at its most fundamental level.

Google’s algorithms are built on the premise that it has to provide a good user experience and is internally evaluated to that standard. This creates the situation where from Google’s perspective the algorithm is working the way it should. But from the perspective of website publishers Google’s ranking algorithms are failing. Putting a finger on why that’s happening is what this article is about.

Publishers Are Not Even An Afterthought To Google

The interview by Brandon Saltalamacchia comes against the background of many websites having lost traffic due to Google’s recent algorithm updates. From Google’s point of view their algorithms are working fine for users. But the steady feedback from website publishers is no, it’s not working. Google’s response for the past month is that they’re investigating how to improve.

What all of this reveals is that there is a real disconnect between how Google measures how their algorithms are working and how website publishers experience it in the real world. It may surprise most people to learn that that this disconnect begins with Google’s mission statement to make information “universally accessible and useful”  and ends with the rollout of an algorithm that is tested for metrics that take into account how users experience it but is 100% blind to how publishers experience it.

Some of the complaints about Google’s algorithms:

  • Ranking algorithms for reviews, travel and other topics are favoring big brands over smaller publishers.
  • Google’s decision to firehose traffic at Reddit contributes to the dismantling of the website publishing ecosystem.
  • AI Overviews summarizes web pages and deprives websites of search traffic.

The stated goal for Google’s algorithm decisions is to increase user satisfaction but the problem with that approach is that website publishers are left out of that equation.  Consider this: Google’s Search Quality Raters Guidelines says nothing about checking if big brands are dominating the search results. Zero.

Website publishers aren’t even an afterthought for Google. Publishers are not not considered at any stage of the creation, testing and rollout of ranking algorithms.

Google Historically Doesn’t Focus On Publishers

A remark by Gary Illyes in a recent Search Off The Record indicated that in Gary’s opinion Google is all about the user experience because if search is good for the user then that’ll trickle down to the publishers and will be good for them too.

In the context of Gary explaining whether Google will announce that something is broken in search, Gary emphasized that search relations is focused on the search users and not the publishers who may be suffering from whatever is broken.

John Mueller asked:

“So, is the focus more on what users would see or what site owners would see? Because, as a Search Relations team, we would focus more on site owners. But it sounds like you’re saying, for these issues, we would look at what users would experience.”

Gary Illyes answered:

“So it’s Search Relations, not Site Owners Relations, from Search perspective.”

Google’s Indifference To Publishers

Google’s focus on satisfying search users can in practice turn into indifference toward publishers.  If you read all the Google patents and research papers related to information retrieval (search technology) the one thing that becomes apparent is that the measure of success is always about the users. The impact to site publishers are consistently ignored. That’s why Google Search is perceived as indifferent to site publishers, because publishers have never been a part of the search satisfaction equation.

This is something that publishers and Google may not have wrapped their minds around just yet.

Later on, in the Search Off The Record  podcast, the Googlers specifically discuss how an update is deemed to be working well regardless if a (relatively) small amount of publishers are complaining that Google Search is broken, because what matters is if Google perceives that they are doing the right thing from Google’s perspective.

John said:

“…Sometimes we get feedback after big ranking updates, like core updates, where people are like, “Oh, everything is broken.”

At the 12:06 minute mark of the podcast Gary made light of that kind of feedback:

“Do we? We get feedback like that?”

Mueller responded:

“Well, yeah.”

Then Mueller completed his thought:

“I feel bad for them. I kind of understand that. I think those are the kind of situations where we would look at the examples and be like, “Oh, I see some sites are unhappy with this, but overall we’re doing the right thing from our perspective.”

And Gary responded:

“Right.”

And John asks:

“And then we wouldn’t see it as an issue, right?”

Gary affirmed that Google wouldn’t see it as an issue if a legit publisher loses traffic when overall the algorithm is working as they feel it should.

“Yeah.”

It is precisely that shrugging indifference that a website publisher, Brandon Saltalamacchia, is concerned about and discussed with SearchLiaison in a recent blog post.

Lots of Questions

SearchLiaison asked many questions about how Google could better support content creators, which is notable because Google has a long history of focusing on their user experience but seemingly not also considering what the impact on businesses with an online presence.

That’s a good sign from SearchLiaison but not entirely a surprise because unlike most Googlers, SearchLiaison (aka Danny Sullivan) has decades of experience as a publisher so he knows what it’s like on our side of the search box.

It will be interesting if SearchLiaison’s concern for publishers makes it back to Google in a more profound way so that there’s a better understanding that the Search Ecosystem is greater than Google’s users and encompasses website publishers, too. Algorithm updates should be about more than how they impact users, the updates should also be about how they impact publishers.

Hope For Sites That Lost Traffic

Perhaps the most important news from the interview is that SearchLiaison expressed that there may be changes coming over the next few months that will benefit the publishers who have lost rankings over the past few months of updates.

Brandon wrote:

“One main take away from my conversation with Danny is that he did say to hang on, to keep doing what we are doing and that he’s hopeful that those of us building great websites will see some signs of recovery over the coming months.”

Yet despite those promises from Danny, Brandon didn’t come away with hope.

Brandon wrote:

“I got the sense things won’t change fast, nor anytime soon. “

Read the entire interview:

A Brief Meeting With Google After The Apocalypse

Listen to the Search Off The Record Podcast

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20 Confirmed Facts About YouTube’s Algorithm

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20 Confirmed Facts About YouTube's Algorithm

Instead of counting the number of clicks or views a video gets, YouTube’s algorithms focus on ensuring viewers are happy with what they watch.

This article examines how YouTube’s algorithms work to help users find videos they like and keep them watching for longer.

We’ll explain how YouTube selects videos for different parts of its site, such as the home page and the “up next” suggestions.

We’ll also discuss what makes some videos appear more than others and how YouTube matches videos to each person’s interests.

By breaking this down, we hope to help marketers and YouTubers understand how to work better with YouTube’s system.

A summary of all facts is listed at the end.

Prioritizing Viewer Satisfaction

Early on, YouTube ranked videos based on watch time data, assuming longer view durations correlated with audience satisfaction.

However, they realized that total watch time alone was an incomplete measure, as viewers could still be left unsatisfied.

So, beginning in the early 2010s, YouTube prioritized viewer satisfaction metrics for ranking content across the site.

The algorithms consider signals like:

  • Survey responses directly asking viewers about their satisfaction with recommended videos.
  • Clicks on the “like,” “dislike,” or “not interested” buttons which indicate satisfaction.
  • Overall audience retention metrics like the percentage of videos viewed.
  • User behavior metrics, including what users have watched before (watch history) and what they watch after a video (watch next).

The recommendation algorithms continuously learn from user behavior patterns and explicit satisfaction inputs to identify the best videos to recommend.

How Videos Rank On The Homepage

The YouTube homepage curates and ranks a selection of videos a viewer will most likely watch.

The ranking factors include:

Performance Data

This covers metrics like click-through rates from impressions and average view duration. When shown on its homepages, YouTube uses these traditional viewer behavioral signals to gauge how compelling a video is for other viewers.

Personalized Relevance

Besides performance data, YouTube relies heavily on personalized relevance to customize the homepage feed for each viewer’s unique interests. This personalization is based on insights from their viewing history, subscriptions, and engagement patterns with specific topics or creators.

How YouTube Ranks Suggested Video Recommendations

The suggested videos column is designed to keep viewers engaged by identifying other videos relevant to what they’re currently watching and aligned with their interests.

The ranking factors include:

Video Co-Viewing

YouTube analyzes viewing patterns to understand which videos are frequently watched together or sequentially by the same audience segments. This allows them to recommend related content the viewer will likely watch next.

Topic/Category Matching

The algorithm looks for videos covering topics or categories similar to the video being watched currently to provide tightly relevant suggestions.

Personal Watch History

A viewer’s viewing patterns and history are a strong signal for suggesting videos they’ll likely want to watch again.

Channel Subscriptions

Videos from channels that viewers frequently watch and engage with are prioritized as suggestions to keep them connected to favored creators.

External Ranking Variables

YouTube has acknowledged the following external variables can impact video performance:

  • The overall popularity and competition level for different topics and content categories.
  • Shifting viewer behavior patterns and interest trends in what content they consume.
  • Seasonal effects can influence what types of videos people watch during different times of the year.

Being a small or emerging creator can also be a positive factor, as YouTube tries to get them discovered through recommendations.

The company says it closely monitors success rates for new creators and is working on further advancements like:

  • Leveraging advanced AI language models to better understand content topics and viewer interests.
  • Optimizing the discovery experience with improved layouts and content pathways to reduce “choice paralysis.”

Strategies For Creators

With viewer satisfaction as the overarching goal, this is how creators can maximize the potential of having their videos recommended:

  • Focus on creating content that drives high viewer satisfaction through strong audience retention, positive survey responses, likes/engagement, and low abandon rates.
  • Develop consistent series or sequel videos to increase chances of being suggested for related/sequence views.
  • Utilize playlists, end screens, and linked video prompts to connect your content for extended viewing sessions.
  • Explore creating content in newer formats, such as Shorts, live streams, or podcasts, that may align with changing viewer interests.
  • Monitor performance overall, specifically from your existing subscriber base as a baseline.
  • Don’t get discouraged by initial metrics. YouTube allows videos to continuously find relevant audience segments over time.
  • Pay attention to seasonality trends, competition, and evolving viewer interests, which can all impact recommendations.

In Summary – 20 Key Facts About YouTube’s Algorithm

  1. YouTube has multiple algorithms for different sections (homepage, suggested videos, search, etc.).
  2. The recommendation system powers the homepage and suggested video sections.
  3. The system pulls in videos that are relevant for each viewer.
  4. Maximizing viewer satisfaction is the top priority for rankings.
  5. YouTube uses survey responses, likes, dislikes, and “not interested” clicks to measure satisfaction.
  6. High audience retention percentages signal positive satisfaction.
  7. Homepage rankings combine performance data and personalized relevance.
  8. Performance is based on click-through rates and average view duration.
  9. Personalized relevance factors include watch history, interests, and subscriptions.
  10. Suggested videos prioritize content that is co-viewed by the same audiences.
  11. Videos from subscribed channels are prioritized for suggestions.
  12. Consistent series and sequential videos increase suggestions for related viewing.
  13. Playlists, end screens, and linked videos can extend viewing sessions.
  14. Creating engaging, satisfying content is the core strategy for recommendations.
  15. External factors like competition, trends, and seasonality impact recommendations.
  16. YouTube aims to help new/smaller creators get discovered through recommendations.
  17. AI language models are improving content understanding and personalization.
  18. YouTube optimizes the discovery experience to reduce “choice paralysis.”
  19. Videos can find audiences over time, even if initial metrics are discouraging.
  20. The algorithm focuses on delivering long-term, satisfying experiences for viewer retention.

Insight From Industry Experts

While putting together this article, I reached out to industry experts to ask about their take on YouTube’s algorithms and what’s currently working for them.

Greg Jarboe, the president and co-founder of SEO-PR and author of YouTube and Video Marketing, says:

“The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction. So, to optimize your videos for discovery, you should write optimized titles, tags, and descriptions. This has been true since July 2011, when the YouTube Creator Playbook became available to the public for the first time.

However, YouTube changed its algorithm in October 2012 – replacing ‘view count’ with ‘watch time.’ That’s why you need to go beyond optimizing your video’s metadata. You also need to keep viewers watching with a variety of techniques. For starters, you need to create a compelling opening to your videos and then use effective editing techniques to maintain and build interest through the video.

There are other ranking factors, of course, but these are the two most important ones. I’ve used these video SEO best practices to help the Travel Magazine channel increase from just 1,510 to 8.7 million views. And these video SEO techniques help the SonoSite channel grow from 99,529 views to 22.7 million views.

The biggest recent trend is the advent of YouTube Shorts, which is discoverable on the YouTube homepage (in the new Shorts shelf), as well as across other parts of the app. For more details, read “Can YouTube Shorts Be Monetized? Spoiler Alert: Some Already Are!

Brie E. Anderson, an SEO and digital marketing consultant, says:

“In my experience, there are a few things that are really critical when it comes to optimizing for YouTube, most of which won’t be much of a surprise. The first is obviously the keyword you choose to target. It’s really hard to beat out really large and high authority channels, much like it is on Google. That being said, using tools like TubeBuddy can help you get a sense of the keywords you can compete for.

Another big thing is focusing on the SERP for YouTube Search. Your thumbnail has to be attention-grabbing – this is honestly what we test the most and one of the most impactful tests we run. More times than not, you’re looking at a large face, and max four words. But the amount of contrast happening in the thumbnail and how well it explains the topic of the video is the main concern.

Also, adding the ‘chapters’ timestamps can be really helpful. YouTube actually shows these in the SERP, as mentioned in this article.

Lastly, providing your own .srt file with captions can really help YouTube understand what your video is about.

Aside from actual on-video optimizations, I usually encourage people to write blog posts and embed their videos or, at the very least, link to them. This just helps with indexing and building some authority. It also increases the chance that the video will help YOUR SITE rank (as opposed to YouTube).”

Sources: YouTube’s Creator Insider Channel (1, 2, 3, 4, 5, 6), How YouTube Works

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