YouTube SEO Study: What Actually Makes Videos Rank (And No, Itโs Not Just Luck)
Credit to Chinasa Ferderick and Felix Johnson (Adilo)
Alright, folks, weโre diving deep into what makes your YouTube videos actually rankโbecause letโs face it, we all know just uploading a video and crossing our fingers doesnโt quite cut it. A study from Adilo, penned by Chinasa Ferderick and Felix Johnson, took a good, hard look at what the real top-ranking videos are doing right. Spoiler: itโs not magic, but there are some very specific things you can do to hack the system. Hereโs a breakdown of what you need to know, followed by a no-nonsense plan to help your channel stop sitting in the shadows.
Key Findings from the YouTube SEO Study
1. Engagement Metrics (AKA: People Actually Have to Like You)
- Video Engagement Rate: Top-ranking videos average 2.65% engagement. For comparison, the platform average is a pitiful 0.09%. So, yeahโengagement matters.
- Channel Engagement Rate: Channels with top videos have an average engagement rate of 4.46%. Apparently, people like interacting with them more than your old high school crush.
- View Count: Videos in the #1 position average 358,000 views, while the second and third positions hover around 303,000 and 292,000, respectively.
Takeaway: The more people like, comment, share, and generally behave like they actually care about your video, the better your chances of ranking higher.
2. Video Length & Quality (Turns Out, People Like High-Quality Content)
- Video Length: The sweet spot is 8-9 minutes long (about 536 seconds). Who knew? Your 30-minute monologues about your cat might be entertaining, but they’re not helping you rank.
- Resolution: 90% of top-ranking videos are in HD or 4K. Weโre not in 2006 anymore, peopleโyour grainy webcam footage is not going to cut it.
Takeaway: Shorter (but not too short) is better, and HD is the bare minimum. If your video looks like itโs from a potato, itโs time to upgrade.
3. Content Structure (Itโs Not Just About Talking, Itโs About Structuring Your Stuff)
- Description Length: Average top-ranking video descriptions are about 222 words. More than a tweet, less than a novelโget to the point.
- Transcripts & Captions: 94% of top videos use full transcripts and closed captions. Yes, thatโs right, YouTube actually likes reading.
- Timestamps: 63% of top videos include timestamps. You donโt have to reinvent the wheel, but breaking your video into digestible sections? Genius.
- Custom Thumbnails: 89% use custom thumbnails. You canโt just let YouTube pick the worst frame. Take control.
- Hashtags: Only 37% of top videos use hashtags, so donโt stress too much about them.
- External Links: 78% include at least one external link in the description. Because, apparently, YouTube wants you to be socialโgo figure.
Takeaway: People love structure. Transcripts, captions, timestamps, custom thumbnails, and a description that isnโt just your video title again. Oh, and maybe throw in a few links so YouTube knows youโre networking.
4. Keyword Strategy (Itโs Not Just About Keyword Stuffing, Sorry)
- Exact Match Keywords: Only 6% of top-ranking videos use exact keyword matches in their titles.
- Related Keywords: 75% of top videos use related keywords that match the search intent.
Takeaway: Focus on keywords that relate to what people are searching forโno need to obsess over exact matches. Youโre not writing a thesis here.
5. Channel Authority (Yes, You Need to Build Trust Over Time)
- Channel Age: Top-ranking videos came from channels averaging 111 months in age (thatโs almost 10 years, but who’s counting?)
- Subscriber Count: Channels with top-ranking videos had a median of 520,000 subscribers. So, yeah, the big leagues.
- Channel Type: 63% of top videos came from brand/organizational channels. Personal channels, youโre cute, but you need a bigger following.
- Verification Status: 54% of top videos came from verified channels. So, if youโre waiting for the blue check, this is your sign to get on it.
Takeaway: You need time, subscribers, and a touch of legitimacy. Posting consistently is your golden ticket to growing your authority.
6. Geographic & Demographic Trends (Some Things You Just Canโt Control)
- Video Age: The average age of top-ranking videos was 29 months. So, donโt expect your fresh-off-the-press videos to be famous tomorrow.
- Geographic Patterns: 59% of top videos came from U.S.-based channels. So, if youโre not from the U.S., sorryโbut apparently the algorithm has a soft spot for stars and stripes.
Takeaway: Build for the long haul, and if youโre not in the U.S., well, just know itโs not you, itโs the algorithm. But hey, what can you do?
How to Optimize and Grow Your YouTube Channel Based on These Insights
1. Encourage Engagement (Because Youโre Desperate for Likes, Letโs Be Real)
Why It Matters: Engagement is the key. YouTube wants proof that people actually like what you’re putting out there.
Plan:
- Ask Questions in Your Videos: “What do you think?” “Do you agree?” Engage them.
- Respond to Comments: Be the kind of person that actually replies when someone asks “Where can I get that shirt?”
- Host Giveaways or Q&As: These are fun, engaging, and get people to share your stuff. Free stuff = engagement.
- Create Polls: Use YouTubeโs community tab to keep your followers coming back for more.
2. Stick to That 8-9 Minute Sweet Spot (Short but Not Too Short)
Why It Matters: No one wants to watch a 30-minute video unless theyโre watching a documentary on the history of potato chips.
Plan:
- Aim for 8-9 minutes per video. Enough time to go in-depth, but not so long that people zone out.
- Quality Resolution: HD is the bare minimum, 4K is the dream. If you canโt do 4K, at least make sure itโs crisp and clearโno grainy webcam shots here.
3. Nail the Structure (Make Your Content Easy to Navigate, Because Weโre All Lazy)
Why It Matters: People are busy. They want what they came for, and they want it now.
Plan:
- Write a Solid Description: Give a 222-word summary of your video. No one wants to guess what the video is about.
- Add Transcripts and Captions: Itโs not just for accessibility, itโs for YouTube to better understand your content.
- Use Timestamps: Make your video skimmable. Not everyone has 9 minutes to spare, but they might have 3.
- Custom Thumbnails: Donโt be lazy. Design a thumbnail that actually makes people want to click.
- External Links: Add at least one external link to your description to show YouTube youโre playing the networking game.
4. Donโt Overthink Keywords (But Do Think About Related Keywords)
Why It Matters: Exact matches are old school, YouTube wants to know what your content is about, not just your keywords.
Plan:
- Use Related Keywords: Think about what people are searching for and incorporate those terms. Itโs about intent, not exactness.
- Optimize Titles: Make sure your titles are actually what people are searching for, not just stuffed with random keywords.
5. Build Channel Authority (Time to Put in the Work)
Why It Matters: Sorry, thereโs no overnight success here. Authority comes with time and consistency.
Plan:
- Post Regularly: Keep a steady stream of content coming so your channel gains credibility.
- Engage with Your Audience: Respond to comments, ask for feedback, and keep the conversation going.
- Promote Your Channel on Social Media: Share your YouTube videos on other platforms to build your audience.
Final Thoughts (Because You Need a Little Extra Push)
If youโre still wondering whether you can just hit โpublishโ and expect to be the next viral sensation, I hate to break it to you, but itโs going to take some work. But with the strategies outlined above, you can make sure YouTubeโs algorithm is on your side. Remember, building a successful YouTube channel is a marathon, not a sprintโbut at least now you have a map to follow. Happy ranking!
