🎤 Speaker line-ups live for WTSFest London, Portland, & Berlin
⌛ Limited super early birds live for Philadelphia, & Melbourne
🎤 Speaker line-ups live for WTSFest London, Portland, & Berlin
⌛ Limited super early birds live for Philadelphia, & Melbourne
Author: Ana de la Cruz
Last updated: 04/02/2025
In today’s content-driven world, YouTube continues to dominate as a platform where audiences don’t just consume content, they connect with and trust creators. It’s not just a streaming giant, YouTube is a discovery engine and a brand-builder, seamlessly integrated into Google’s search ecosystem. With billions of monthly users, YouTube offers brands a unique opportunity to diversify their content strategy, and foster deeper connections with their audiences.
But, what does this mean for your brand?
In this article, I’ll unpack why YouTube is critical for SEO, and which strategies can help your brand thrive. From creator collaborations and original content to optimizing for video search results, discover how to craft a strategy that drives trust, engagement, and long-term success.
Google-owned, YouTube is the 2nd biggest search engine, (beaten only by their parent company). Here are some statistics to help you understand YouTube's reach:
YouTube is by no means a new channel; and neither is it the only place where people consume video content. What’s changed perhaps, is people’s attitudes and behaviour.
Since around 2017, I haven't purchased a makeup product before checking out reviews from one of my favorite influencers on YouTube or Instagram, (or later, on TikTok) – maybe you can relate?
But this type of user behaviour is no longer limited to the younger demographics, increasingly, creator or influencer-led video content is seen as a key source of trustworthy information across many age ranges; plus (more generally), our appetite for consuming video content has grown.
These shifts in attitudes and behaviour have pushed SEOs to think differently about their content strategies, especially when it comes to YouTube, Instagram, and TikTok. We need to get creative to reach new audiences and meet their growing appetite for video content.
Google always attempts to give users the best possible answer, and sometimes that answer is a video – especially when someone's searching for something they need to see to understand. If, like me, you're fascinated by the complexities of Google, I highly recommend reading Emina Demiri-Watson's article on Google's API leak and its Video Content Model. The article examines the leaked documentation, with a particular focus on NavBoost and Rank Embedding, and highlights why optimizing YouTube videos for user interaction is essential for improving visibility and achieving better performance.
Let's break down how Google actually shows these videos in search results:
First up, Google has improved the ways of showing video results over the years. You'll often see YouTube videos pop up for "how-to" searches or when someone's trying to learn something new. Think about it, if you're searching for "how to do cat eyeliner," you're probably going to get a video tutorial right at the top of your search results, called Video Rich Snippet, and it's usually pulled straight from YouTube.
A screenshot from Google. A search for “how to do a cat eyeliner” displays a YouTube video directly on the search result page.
But that's not the only way videos show up in search. Google's has a variety of rich results and search modes where videos can appear:
Speaking of Google's AI Overview, it's becoming important for video content. When you search for something informational, especially a how-to search, you might see an AI-generated answer at the top of your results. And guess what? It often includes links to YouTube videos as sources. This means getting your videos to show up here could become really important.
A screenshot from Google’s AI Overview, where a YouTube video is cited as a source.
A YouTube content strategy shouldn’t just be about showing up in the Google search. To create an effective YouTube content strategy, we need to understand how organic YouTube users navigate and use the platform.
Think about your own YouTube habits – you might start by searching "how to fix a leaky faucet," but then you end up subscribing to a home improvement channel because you love the host's personality.
A YouTube user will often:
This is why successful YouTube strategies need to think beyond just SEO, and keywords. Sure, a beauty brand might want to rank for "best foundation for dry skin," but if their audience is really into watching "Get Ready With Me" videos, that's a content gap worth exploring.
Having a strong YouTube presence is undoubtedly valuable, however, many brands miss a trick by failing to fully leverage the YouTube content they’re creating. Here are a few ways brands can make the best use of their YouTube content to maximize audience reach and effectiveness:
TikTok is currently undergoing hearings that may lead to its ban in the U.S. Unless an appeal is successful, it is crucial to maintain content strategy while proactively diversifying your approach. Platforms like Instagram and YouTube Shorts should still be highly considered, as they provide robust alternatives for short-form video content.
For example, when a cooking channel publishes new YouTube content, they might:
In short, I believe that SEOs should seek to incorporate cross-platform integration of their video content, with a specific focus on YouTube, Instagram, and TikTok. The challenge lies in creative targeting for a new generation while meeting the growing demand for video content.
Now, collaborating with creators and influencers can be both risky and costly. Without thorough research, a brand may unknowingly partner with an influencer with a controversial past, potentially damaging its image. Likewise, influencers need to avoid brands with negative reputations for poor product quality or unethical practices.
The key to success is finding partnerships that authentically align with the brand's vision, creating content that helps users feel genuinely connected and engaged.
Since YouTube serves as the second-largest search engine, drawing users who are actively seeking information, partnering with legitimate experts can significantly enhance a brand's credibility over time. The following examples focus specifically on organic YouTube channel content and strategy, separate from paid YouTube advertising campaigns.
Here are some of my favourite YouTube partnership examples – I should mention these are just my observations – I haven't worked directly with these brands, but their approaches offer some valuable insights.
For the Weekender series, Lowe’s partnered with Monica Mangin. Instead of just showing products, they're creating genuine entertainment that naturally includes their items and engages users in a way that feels authentic. It's like having a friend show you how to transform your space over a weekend. What makes it clever is how everything connects – from watching the video, liking something you see, clicking the links to the items in the description, and adding to cart at Lowe's.
Screenshot from Lowe’s YouTube channel
A list of links to featured products from one of Lowe’s YouTube video descriptions
Here’s what I think works well:
1. Cross-Platform Synergy: One of the strongest elements of The Weekender is how it provides an integrated experience, blending YouTube’s video content with Lowe’s e-commerce site.
Each episode shows Monica transforming a room over a weekend, using Lowe’s products to bring the space to life. Viewers inspired by her makeovers can easily click on linked products in the video description, creating a seamless transition from content consumption to shopping.
This approach avoids direct ads and respects the viewer’s journey, making the process feel natural rather than sales-driven.
2. Credibility: Lowe’s selected Monica Mangin—a well-known figure in the DIY community, but not a mainstream celebrity. Her experience and credibility in home improvement make her a relatable choice and allow Lowe’s to align with a passionate niche audience.
This strategy can serve as a model for brands seeking to partner with talent who embody authenticity and niche expertise, ensuring that the content remains focused on the products and projects rather than just the host’s popularity.
3. User-Centric Product Placement: A standout element of The Weekender is how naturally Lowe’s products fit into the content. The series shows Monica solving real homeowner challenges using Lowe’s items, making the products feel like part of the solution rather than simply promotional tools.
This is a great example of user-centric product placement that educates and inspires viewers while introducing products in a helpful way. Brands can replicate this by focusing on content that addresses specific audience needs or challenges, making product placements feel less like ads and more like solutions.
4. Accessibility and Utility for Viewers: Another strategic advantage of The Weekender is its accessible approach to product discovery. Every product used in a makeover is linked in the video description, making it easy for viewers to find and buy items directly from Lowe’s.
This tactic appeals to viewers who appreciate quick access to products they see and like, streamlining the process from inspiration to purchase. For brands, this is a valuable example of how description links can enhance user experience and increase conversions by meeting viewers where they are.
5. Consistency and Longevity: Now in its seventh season, The Weekender demonstrates how consistent, quality content can foster long-term relationships with audiences. This series has become a trusted resource for viewers interested in DIY and home decor, building brand loyalty over time.
This consistency shows the power of maintaining a content strategy that aligns with audience interests, leading to greater engagement and familiarity that can make Lowe’s a go-to brand for home improvement needs.
Rocket Learn, Rocket Mortgage's educational channel, takes a different but equally smart approach. They teamed up with Gabe Bult, who's got over 580,000 subscribers and is known for content about financial freedom and smart money management. What's cool about this partnership is how natural it feels - Gabe's already talking about financial topics, so when he discusses mortgages and homeownership, it doesn't feel forced. His existing audience trusts his authenticity, which makes him a perfect fit for explaining complex financial concepts in an approachable way.
Screenshot from Rocket Learn’s YouTube channel
Then there's Wayfair's A Style is Born series with Alexandra Gater - another brilliant example of matching content creator to brand. Alexandra, with her 700,000+ subscribers, has built her reputation on creating beautiful spaces on a budget, especially for renters. When you watch her explore the history behind different design styles for Wayfair, it feels authentic because that's exactly what her audience knows her for, bringing matching up different design ideas to her makeovers. She brings her signature style of making design feel accessible, which aligns perfectly with Wayfair's mission to make home decor achievable for everyone.
Screenshot from Wayfair’s YouTube channel
Now, let's talk about measurement, because this is where many brands can leverage data to help optimize their results.
When you're looking to determine how well your YouTube strategy is working, I recommend keeping an eye on the following:
First, look at how people are engaging with your videos using YouTube Analytics. You can access your channel’s analytics data by going to the YouTube Studio homepage, then clicking on Analytics on the left-hand panel of your screen:
You can also track how your videos are performing on your website. If you're embedding YouTube videos on your pages (which I generally recommend over hosting them yourself), you can set up conversion tracking for when a user clicks play on your video, for engagement rate, and for average engagement time.
To access data in GA4, start by clicking on the Report menu on the left side of the screen and then select the Engagement dropdown menu. Keep in mind that your view in GA4 may vary depending on your setup. Next, click on "Landing page" to see the Average Engagement Time per session and Key Events. Key Events can vary based on whether pages with embedded videos have engagement tracking set up as “Key Events”.
Additionally, video embed events may be available in the Events report. Unlike Key Events, which are more commonly used to measure business goals conversions, standard Events are set up to track user interactions, meaning videos may not be considered a business goal and are typically recorded as Events.
In the Events report, you should be able to see the Event Names (for example, "video_clicks"), along with the number of Event Counts and Total Users.
In December of 2023 Google rolled out a change to their video search results. In order to get impressions and clicks from your videos via Google video search, the video needs to take priority over text or have its text in a crawlable transcript below the video content. Applying a good video content strategy is now met with a clear optimization strategy for your webpages.
As you can see in the GSC examples below, once Google’s new video ranking criteria took effect, impressions began to drop significantly. This trend is also visible in the Video Pages report under the Indexing tab in GSC, where it shows which videos are indexed.
Screenshot from GSC Performance Report > Search results > Filter: Search Type > Video
Screenshot from GSC Performance Report > Search results > Filter: Search Type > Video
Notably, pages where video is not the main content were removed from the index for Video Search Mode, as indicated in the screenshot. This report specifically reflects indexed videos in Google’s Video Tab; it doesn’t impact the page's ability to rank on Google’s main search or to display video results, but it does mean the page is ineligible for Google video search mode.
Amplifying your reach across search modes helps attract more traffic to your product, service, or business. As users increasingly make decisions based on videos, metrics from this report, combined with data from GA4 and YouTube Analytics, can help you refine engagement strategies as new insights emerge and reporting becomes more integrated.
It is worth noting that Google will always prefer showing YouTube videos over webpage videos, that is why Google search shouldn't be your only focus for YouTube content strategy success. The real benefit comes from expanding your approach to optimize your YouTube channel and using video to appear in other search destinations. This comprehensive strategy helps you reach your audience wherever they are in their search journey, maximizing your content's full potential.
Don’t just dive straight into content creation, determine your strategy first. These are the key steps that'll set you up for success. Think of this as your strategic foundation – each step builds on the last to help you create a powerful YouTube presence:
1. Research & Analysis
2. Strategic Alignment
3. Brand Positioning
4. Content Partnership Strategy
5. Optimization
Creating a successful YouTube content strategy isn't just about mastering the platform – it's about really understanding who your audience is, and what they're looking for. This fascinates me, especially when you look at how creators adapt to their audience's needs.
The example from Lowe's which I referred to earlier, demonstrates the value of leveraging partnerships that allow for the creation of content that closely aligns with what YouTube audiences want to see. Focusing on building content that resonates with your audience and addresses their needs with a welcoming, trustworthy personality can yield long-term organic results.
As we move forward, especially with AI becoming a bigger part of search, we're seeing users expand their searches beyond just Google. Brands need to adapt, finding creative ways to meet their audience across all these different platforms. The future of SEO isn't just about ranking on Google – it's about being there for your audience wherever they're looking for information.
Ana de la Cruz - SEO Consultant
Ana de la Cruz discovered her passion for SEO by merging storytelling with digital marketing. With 6+ years of experience, she specializes in YouTube SEO content strategy, working with B2C and B2B businesses to unlock growth through strategic SEO and video optimization.
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