Over the past few years, the way people search for information has been changing. Many users have started searching for insights and products through TikTok or YouTube instead of traditional search engines.
TikTok and YouTube are no longer just simple entertainment apps; they are expanding their roles as channels for information and search engines. How should you formulate an SEO strategy for them?
I will explain based on the lecture given by Sam Oh and Charlotte Ang at the global SEO seminar, 'Evolve 2024,' hosted by Ahrefs
1. YouTube Success Strategy: A Complete Guide from SEO to Branding
Video media has now become a more effective method for lead collection and sales.
Amidst the constantly changing digital marketing landscape, YouTube has established itself as an unrivaled marketing channel. Used by approximately 30% of the world's population, this massive platform has become a gold mine for finding potential customers in any niche market.
However, many companies and marketers are still not fully utilizing YouTube's true potential.
1) Why is YouTube important?
The case of Ahrefs clearly demonstrates the powerful marketing effect of YouTube. Over 250,000 people discovered Ahrefs through YouTube, and it is reported that approximately 10% of new subscribersare currently being acquired via the platform. What is even more surprising is that this figure does not merely represent a simple influx of traffic.
When considering the impact on enhancing brand value, such as revitalization and customer retention, the actual effect of YouTube can be seen as much greater.
2) Understanding the YouTube Algorithm: The First Step to Success!
To succeed on YouTube, you must first understand how the platform works. YouTube's recommendation system operates based on the behavioral patterns of actual viewers, rather than simple subscriber counts or views. When a new video is uploaded, YouTube first exposes it to subscribers and recent viewers who are most likely to respond.
This initial viewer group is broadly divided into two categories: passionate core audiences and casual audiences who watch intermittently. Their viewing behavior (click-through rates, watch time, session duration, etc.) sends important signals to the YouTube algorithm. If this initial response is positive, YouTube begins recommending videos to new viewers with similar interests.
2. 4-Step Framework for YouTube SEO Success
Success on YouTube requires a systematic approach. Through the following 4-step framework, I will provide practical guidelines that can be utilized by everyone from beginners to B2B channels.
Step 1: Integrating the Brand into SEO
The first step is to apply SEO basics to the YouTube environment. The key is to identify topics that can rank highly in both YouTube and Google search results through keyword research.
Step 2: Creating Core Content
In the second step, we create core content that converts viewers into actual customers. The key here is not a simple tutorial, but content that offers more than ten times the value compared to competitors. For example, while competitors offer a 20-minute "SEO for Beginners" video, we could produce a two-hour comprehensive SEO course!
Step 3: Experimentation and Transformation
In the third step, you attempt to shift away from an SEO-centric mindset toward interest-driven content. This is not an easy process, but it is an essential step for developing a successful YouTube channel. You must experiment with various content formats, closely analyze viewer reactions, and continuously improve.
Step 4: Extending the Format
In the final stage, the successfully verified format is systematized and expanded.
For example, if there is a video format that has garnered a positive response from the popular YouTuber 'Mr. Beast,' we can adapt it to various topics suitable for our channel and develop it into a series. At this stage, it is important to strike a balance between production efficiency and content quality.
3. Must YouTube's Strategy Be Different in the AI Era?
As AI technology advances, the value of authentic, human-centered content is paradoxically increasing. YouTube has now transcended being a simple video platform and become a powerful channel for brands to showcase their human side and build genuine relationships with customers.
In particular, as AI comes to dominate content creation, people will crave genuine "human-to-human" content even more. This can be a significant opportunity for content creators like us. This is because, based on our own unique experiences and perspectives, we can produce content that is "unforgettable" rather than merely "visible and sought after."
4. TikTok SEO: How to Do It?
The digital marketing landscape is changing rapidly. A particularly noteworthy change is that TikTok, alongside YouTube, is evolving beyond a simple social media platform into a powerful search engine. A new wind is blowing through the search market, which has traditionally been dominated by Google.
What could be happening?
1) TikTok, the New Wave of Search Trends
Recently, users' information search patterns have been changing rapidly. In particular, led by the MZ generation, the proportion of people searching for information via TikTok instead of Google is increasing. In line with this change, TikTok has enhanced various search features, such as keyword autocomplete, search highlighting, and detailed search reports. This demonstrates that the platform is evolving beyond entertainment into a comprehensive information search platform.
2) TikTok SEO, Does It Really Work?
An experiment on TikTok SEO strategies conducted by a pickleball brand showed notable results.
Content targeting temporary trends recorded high view counts in the short term during the first three months, but its sustainability was very poor. View counts dropped sharply after just one or two weeks. On the other hand, content focused on search optimization maintained steady and stable view counts. This proves that traditional SEO principles are still valid on TikTok.
5. Strategic Approach to TikTok SEO Optimization
I have summarized 6 methods for TikTok SEO strategies.
1) Keyword research is the most important.
The foundation of successful TikTok SEO begins with thorough keyword research. You must utilize professional tools like Ahrefs to identify popular keywords and analyze the search patterns of actual users through TikTok's autocomplete feature. This lays the groundwork for an effective content strategy.
2) Try organizing your content like this.
On TikTok, the first impression of a video is very important. You must strategically utilize text, audio, and visual elements to capture viewers' attention. You can increase viewer engagement time through text overlays that clearly convey the topic, narration that sparks curiosity, and eye-catching visuals.
3) Utilize optimized metadata.
It is important to actively utilize TikTok's built-in captioning feature and naturally include relevant keywords in video descriptions. Additionally, you can increase search visibility by using 3 to 7 strategically selected hashtags. It is more effective to selectively use specific and highly relevant hashtags rather than broad ones.
4) Don't miss the comments section either.
The importance of the comments section in search optimization is easily overlooked. However, by naturally including various relevant keywords through comments, TikTok's algorithm can more accurately understand the context of your content and expose it in appropriate search results.
6. Utilizing Creator Search Insights
Creator Search Insights, provided by TikTok, a service that offers personalized information on topics users search for on TikTok, and is a very useful tool for establishing content SEO strategies.
This allows you to identify popular search term trends and discover niche keywords with relatively little competition. It is particularly effective when planning a strategy to preemptively capture areas where there is demand but a lack of relevant content.
TikTok SEO has now established itself as a core element of digital marketing strategy. It is crucial to apply SEO know-how accumulated at Google to the new platform of TikTok while optimizing it to suit the platform's specific characteristics. Ultimately, the key to successful TikTok SEO lies in understanding the platform, identifying users' search intent, and creating high-quality content.
TikTok's search function is expected to continue evolving in the future. Continuously adjusting and developing strategies to keep pace with these changes will be key to success in digital marketing.
Ultimately, the most important thing is the 'authenticity' of the content
Are you planning a successful marketing campaign utilizing YouTube and TikTok? Success on social media goes beyond technical optimization and depends on creating authentic content and connecting deeply with your audience. While SEO is still important, it is merely the starting point. For true success, you must deeply understand your viewers' needs and consistently produce content that provides them with tangible value.
Social media has long since become a necessity, not a choice. If you haven't started yet, now can be the perfect starting point. Try utilizing social media in your own creative way. Instead of content simply optimized for search engines, create authentic content that moves the hearts of your viewers. That will be the success strategy that shines even brighter in the age of AI.
📍 Want to experience the Ahrefs Evolve 2024 sessions more vividly?
Visit the real-time update page.
