In this article, I'll teach you how to create content for YouTube based on Google search results and show you why it's effective.
You may be wondering what I mean by "based on google search." For the The main idea here is that we're going to look at a calendar to determine the next month's worth of holidays and activities. Now start thinking of the most likely search results in the next few days or weeks. If you're an avid youtuber, I highly recommend bookmarking the Google Trends webpage on your desktop for ease of reference.
At the time of writing we're in early to mid January. You would know that in the next month (which also has Valentine's Day) the SuperBowl is the first Sunday of February and the playoffs will have to be decided by then. If you're a sports channel, it may be the perfect time to make a speculation video about upcoming matchups. We can actually look up who is in the playoffs and make a video that will climb in the search rankings by the time the SuperBowl is actually happening.
The interesting part of this is that you don't necessarily have to be right to get views. You can talk about a theoretical matchup that will never even happen, but due to differing sizes in fanbases and pure randomness, your video titled "Cowboys vs Patriots vs Packers 2018 Superbowl 52" could be an SEO unicorn. That is not to say you should throw random team names into your tags, title and description, but you should make an effort to include these seemingly unrelated topics into a cohesive argument for your video. After all, misrepresenting your audience is a bad use of clickbait, and YouTube will actively derank you for such misconduct on the platform. (for good use of clickbait read this article).
But what if you don't have a sports channel in the first place? There's still plenty of ways to be seasonally minded while still staying firmly in your niche. Just to give you an idea of how often superbowl is searched, it's the number 4 search term for 2017 in the United States. If you're a cooking or baking channel and want to take advantage of some of that SEO, you may bake some New England Patriots cookies. If you're a vlog channel, mentioning the superbowl is probably not enough justification to mention it in your title, tags and description, but it doesn't mean you can't still be topical!
What may not be immediately obvious, however, is when you're searching for a unique problem. You can't quite seem to find an answer, yet there are a lot of people searching the same thing. The easiest example I can give of this would be Wired's series where celebrities answer the "Web's Most Searched Questions." It's important to remember that google tailors its search results to the individual user, so it can be beneficial to use a fresh browser or incognito mode. This is an opportunity to be rated highly by youtube and google. Based on the search results, you can tell how relevant each page or video is to the problem you're trying to solve. You can even take it one step further and search only by video or on youtube itself.
More important than a single word is finding the correct word associations. Ranking in a key search phrase early could be the difference between going viral and having 10 views. While trying to figure out the best combinations of keywords it can be very helpful to use a tool such as ICX, VidIQ or TubeBuddy to hone in on the keywords that will pay off for your niche. Is it worth it to compete with the bigger channels in this way? Based on a lot of my own channel views being organic reach, I would certainly say that it is worth it. After all, some video has to be recommended against theirs, it might as well be yours.
If you're not ranking highly even after a lot of effort to be topical, stop and think of what you're doing wrong. If the answer is nothing, then maybe your subject matter just isn't all that interesting. Look at ways to improve on your presentation or pick something more specific. If you're too broad in your coverage, then you're going to be a lot less searchable. If you can't figure out what your OWN video is about, how is the machine learning at google supposed to know that?