YouTube Keyword Research: A Complete Guide

Zach Paruch

May 27, 20249 min read
Contributors: Asif Ali, Sydney Go, and Boris Mustapic
YouTube Keyword Research
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TABLE OF CONTENTS

What Is YouTube Keyword Research?

YouTube keyword research is the process of discovering words and phrases people type into YouTube’s search bar. 

These words and phrases (YouTube keywords, search terms, or search queries) can help you optimize your videos to rank higher in YouTube search results. This strategy can increase brand awareness, improve video performance, and drive traffic to your website.

For example, we used YouTube keywords to create our “SEO for Beginners” video. We included the keywords in the video’s title, thumbnail, and description to increase its visibility in YouTube search results.

"SEO for beginners" search on YouTube with the title, thumbnail, and description for a result highlighted.

Conducting YouTube keyword research also shows you what your target viewers want, so you can create videos they actually search for. 

If you deliver relevant content, your video is more likely to appear in YouTube searches—and you are more likely to gain views and subscribers.

How to Do Keyword Research for YouTube Videos

You can find YouTube keywords with these methods:

  • Use YouTube Keyword Research Tools
  • Check Out the YouTube Analytics Research Report
  • Use YouTube’s Autocomplete Feature
  • Analyze Your Competitors’ Videos
  • Determine the Search Intent of Your Keywords
  • Create a Keyword Map

Use YouTube Keyword Research Tools

YouTube keyword research tools show what people search for on YouTube and provide data on potential views and engagement.

The Keyword Analytics for YouTube app indicates how many searches specific keywords get and how competitive they are. You can try it for free:

1. Sign up, then select “Get started” under “Keywords Research.”
 

Keyword Analytics for YouTube home with the "Get Started" button highlighted.

2. Enter a keyword (e.g., “headphones”) and choose your country.

Search for “headphones” with location set as the United States on Keyword Analytics for YouTube.

3. Review the table of related YouTube search terms, their “Search Volume,” and “Competitive rate.” Look at data for the last day, week, or month.

Results with YouTube keywords and their “Search Volume” and “Competitive rate" metrics.

4. Use the “Fast growing keywords” tab to see trending topics.

“Fast growing keywords” tab showing keyword name, trend, search volume and volume change.

5. Check “Most viewed videos” for hot topics and video inspiration.

“Most viewed videos” tab on Keyword Analytics for YouTube.

Gather relevant terms to form a preliminary keyword list. Next, look for terms that also rank in Google. 

YouTube videos often appear in Google’s SERP features. Around 40% of desktop SERPs in the U.S. featured a video carousel, video result, or featured video on May 14, 2024 according to data from Semrush Sensor.

SERP Features Occurrence report with "Video", "Featured video", and "Video carousel" highlighted.

For example, here’s a video carousel:

Video carousel example on Google SERP for the keyword "noise-canceling headphones."

Use the Keyword Magic Tool to find keywords that trigger video SERP features on Google. This can drive viewers from Google to your YouTube videos.

1. Open the tool. Enter a seed keyword.

Keyword Magic Tool home with "cat" entered and the "Search" button highlighted.

2. Click “Advanced filters” > “SERP Features.”

Applying “Advanced filters” for SERP features and selecting “Video,” “Featured video,” and “Video carousel.”

3. Select “Video,” “Featured video,” and “Video carousel.”

Keyword results after applying “Video,” “Featured video,” and “Video carousel” filters.

4. Review the list of keyword ideas that generate those SERP features.

Check Out the YouTube Analytics Research Report

Use the Research tab in YouTube Analytics to find popular search terms among your viewers.

Sign in to YouTube Studio and go to “Analytics” > “Research.”

Click the “Your viewers’ searches” tab.

“Your viewers’ searches” tab under "Research" on YouTube Analytics.

Enter a search term to see related keywords your viewers used in the last 28 days.

You’ll see “High,” “Medium,” or “Low” search volume. For more specific numbers, use a tool like Keyword Analytics for YouTube.

Related keywords for "marketing" including their search volume.

Look for terms marked with a “Content Gap” tag, which indicates users struggled to find a video that satisfied their needs. Filling these gaps can help you attract more views and subscribers.

"Influencer marketing strategy" search term marked with the “Content Gap” tag.

For broader insights, use the “Searches across YouTube” tab and bookmark keywords to review later.

“Searches across YouTube” tab with the bookmark icon to save a keyword highlighted.

Use YouTube’s Autocomplete Feature

YouTube autocomplete suggests popular searches as you type, and is a straightforward way to gather potential keywords.

To use this feature, type a relevant topic in the YouTube search bar to see the autocomplete variations. Then, make a note of the suggestions that match your channel’s focus.

List of autocomplete suggestions for the search term 'noise cancelling headphones' on Youtube.

Repeat this process for multiple topics.

Analyze Your Competitors’ Videos

Competitors can inspire your keyword strategy. Look at their video titles and descriptions:

  • Identify the keywords they use.
  • Notice keyword variations.
  • Note how they use these variations.

Never copy competitor content. Instead, learn what might help your videos gain more views.

You can also examine your competitors’ tags to see which keywords they target. 

Tags typically have minimal impact on search results, but many YouTubers still use them to help their videos rank.

1. Open a competitor’s video page.

2. Right-click beside the YouTube search bar and select “View page source.”

“View page source” option shown for a YouTube video.

3. Press Ctrl + F (Windows) or Command + F (Mac) and type <meta name="keywords"> into the search bar. 

4. If present, you’ll see the tags your competitor used.

Results for <meta name=“keywords” search in HTML source code.

You can also install a Chrome extension like Tags for YouTube to view video tags more directly.

Determine the Search Intent of Your Keywords

Search intent is what a user wants to find when they type a query. YouTube, like other search engines, ranks videos that match the user’s intent.

Enter your keyword in the YouTube search bar to see top-ranking videos. 

For some queries (e.g., “iPad Pro Review”), the intent is clear: the user wants a review. For others (e.g., “iPad Pro”), the intent can be vague. 

Look at titles, descriptions, and thumbnails to see what kind of videos rank. Then decide how to structure your own.

For the keyword “iPad Pro,” searchers appear to be looking for any type of video that can give them a good overview of the product:
 

Youtube SERP for the term “iPad Pro”.

Search intent also reveals the user’s position in the marketing funnel:

  1. Awareness: Search intent is to learn about a product (e.g., “what are noise canceling headphones”)
  2. Interest: Search intent has a specific goal (e.g., “benefits of noise canceling headphones”)
  3. Desire: Search intent is knowledge about a possible purchase (e.g., “top noise canceling headphones”)
  4. Action: Search intent is to make a purchase (e.g., “purchase sony wh 1000xm4 noise canceling headphones”)
The 4 types of keywords (awareness, interest, desire, action) and their corresponding marketing funnel stages.

To build influence and conversions, create content for each stage of the funnel.

Create a Keyword Map

A keyword map pairs specific keywords with specific YouTube videos. Keyword mapping usually takes the form of a chart or spreadsheet that includes:

  • Top keywords for your channel
  • Monthly search volumes
  • Search intent for each keyword
  • YouTube video URLs (existing or planned)
  • Each video’s rank for its keyword
  • Keyword competition levels

A keyword map prevents duplicate efforts and acts as a future content plan. If a top keyword lacks a matching video, that should be your next video project.

You can optimize a video for more than one keyword, but avoid creating multiple videos optimized for the exact same keyword. These videos will likely compete against each other in search results.

How to Use Your YouTube Keyword Research

Once you have a list of keywords, you can create content and optimize it for search. Video SEO helps your videos attract traffic, views, and subscribers. 

Here are some tips:

Use Keywords in Video Elements

Include your discovered keywords in key video elements so your content is more discoverable.

Titles

Your video title should contain your main keyword to communicate what the video is about. Here are some good examples:

Optimized Youtube video titles highlighted for the term "best camera phones."

Follow these tips to create effective titles:

  • Place your target keyword near the beginning of the title
  • Keep titles to 60 characters or fewer
  • Use attention-grabbing words like "best," "top," "review," etc.
  • Include numbers (like "5 tips") to make your title more specific
  • Avoid clickbait or misleading titles

Descriptions

Well-written descriptions help YouTube understand what your content is about and can improve your rankings.

YouTube shows the first part of your description in search results:

Youtube displaying the first line of a video description in the search results.

A robust description that clearly explains what your video is about and includes any needed context provides a better user experience.

Here’s a great example:

A robust description for a Youtube video with the primary keyword and its variations highlighted.

Follow these tips to write effective YouTube video descriptions:

  • Place your main keyword in the first one to two sentences
  • Include your keyword two to three times naturally
  • Use related keywords where relevant
  • Write at least 200 words to give YouTube context
  • Add links to related videos, playlists, or your website
  • Include a clear call to action (CTA) to encourage viewers to like, comment, or subscribe

Hashtags

Adding relevant hashtags to your description doesn’t directly impact ranking, but can help your video appear in searches for those tags, which increases discoverability. 

Include hashtags at the end of your description:

Video details page on Youtube Studio with the hashtags at the end of the description highlighted.

The hashtags will show up like this when your video is published:

Hashtags appearing on a published Youtube video at the top and bottom of the description section.

Follow these tips to optimize your hashtags:

  • Add a primary keyword as your hashtag
  • Use only two to three hashtags
  • Make sure the hashtags are relevant to your video topic
  • Use a mix of general and specific hashtags

Tags

Tags have minimal impact on rankings, but adding tags can still help YouTube understand your video. 

To add tags to new YouTube videos:

  1. Sign in to your YouTube Studio account
  2. Click “Create” > “Upload Video
  3. Select your video file
  4. During the upload process, click “More Options” and add your tags
Adding tags while uploading a new video on Youtube.

For videos already on your channel, click “Content” in the Youtube Studio menu. Then choose a video and type your tags in the “Tags” field.

Adding tags to an existing video on Youtube on the "Video details" page.

Follow these tips to optimize your video tags:

  • Include your primary keyword and close variations
  • Use a mix of general and specific tags
  • Include synonyms for your keyword
  • Add video-specific tags like "how-to," "tutorial," and "review"

Chapters

Video chapters help viewers jump to relevant sections and allow you to optimize your video with more keywords. 

To add video chapters in your video description, list timestamps (at least three) in ascending order and provide short titles for each section:

Adding video chapters in the description section of the "Video details" page on Youtube.

Here’s how it looks like in your YouTube video description once the video is live:

How video chapters appear in the video description section of a published Youtube video.

Chapters can appear in Google SERPs, potentially increasing traffic to the video:

How video chapters appear on Google SERPs.

Follow these tips to optimize your chapters:

  • Use keyword-rich titles for each chapter
  • Keep chapter titles concise
  • Make the first chapter "0:00" and include an intro title
  • Aim for at least three chapters, spaced one to two minutes apart

Optimize Videos to Rank on Google

Videos can rank in both YouTube and Google.

To help Google understand the content and context of your video, include your main keywords in the title, description, and tags. Also consider:

  • Embedding your video on your website or blog
  • Encouraging likes, comments, and shares
  • Promoting your video on social media
  • Creating a clear, high-quality thumbnail

Add Keywords to Your Playlist Titles and Descriptions

Including relevant keywords in your playlist titles can help your playlists rank in YouTube search results, and help more users discover your content.

Choose a title that reflects the playlist’s theme and includes your main keywords. Place the most important keywords toward the beginning of the title:

Video playlists for the term 'yoga for beginners' on Youtube with the keywords in the titles highlighted.

In the playlist description, use more specific keywords and summarize the playlist content. 

Optimized video playlist description on Youtube with the primary and secondary keywords used highlighted.

Playlists also encourage viewers to watch more of your videos in one session. Longer watch times can improve your channel’s visibility on YouTube.

Optimize Your Channel with Keywords

Adding relevant keywords to your YouTube channel description helps YouTube categorize your channel. 

Your videos are more likely to appear in related search results and recommendations because YouTube better understands your overall content. 

To add YouTube channel keywords:

  • Go to YouTube Studio settings.
  • Click “Channel.”
  • Add keywords under “Basic info.”
Adding channel keywords on Youtube on the "Basic info" tab under "Channel" settings.

Choose five to 10 keywords that cover your channel's main topics. For example, a cooking channel could include “healthy recipes,” “easy meals,” and “cooking tips.”

YouTube Keyword Research FAQs

Here are the most frequently asked questions about YouTube keyword research and their answers.

What Are the Best Keywords for YouTube?

The best keywords for YouTube depend on your video’s topic. 

For broad subjects, use high-volume keywords that attract a wide audience. For niche subjects, use more targeted keywords. 

For example, someone looking up “oil change” on YouTube might want to know why they should get an oil change. But someone searching for “how to do an oil change” indicates they want to perform the action themselves.

How Many Keywords Should You Use for YouTube Videos?

There is no official limit to how many keywords you should use for YouTube videos. Aim to place your main keyword in the title once and in the description two or three times. You can also add a few related keywords as hashtags. 

Avoid keyword stuffing and focus on naturally including relevant terms.

How Do You Track Your YouTube Rankings?

You can track your YouTube rankings by using the Rank Tracker for YouTube app to monitor how your videos are displayed for chosen keywords. 

The app shows your videos’ positions in YouTube search results and how they change over time.

"Rank Tracker for YouTube" dashboard showing average position, keyword distribution, position changes & top ranking keywords.
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Zach is a seasoned SEO with over 9 years of experience in SEO and content strategy, technical SEO, search intent analysis, CRO, and leadership.
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