YouTube Keyword Research 2.0

Most YouTube keyword research is broken—trying to force Google SEO methods onto a completely different platform. Phil Nottingham introduces a smarter, data-backed way to identify video topics that actually generate views, work out appropriate styles and formats, as well as discover what's working for competitors.

Transcript

1. YouTube Keyword Research 2.0
2. How big is YouTube compared to Google?
3. Estimated Searches Per Day 14,000,000,000 Google 1,000,000,000 • Y ouTube
4. Not that big? But the most searched for thing on Google…
5. Top 100 Google searches in t h e U.S. # Keyword Search Volume 1 youtube 105200000 2 a m a z o n 84670000 3 facebook 66560000 4 gmail 60000000 5 wordle 53060000 6 google 41310000
6. And then… There’s queries where all the results are YouTube.com
7. Google Safari lens example A l l Images Shopping V i d e o s Short v i d e o s Forums N e w s M o r e Videos : W H A T L E N S F O R SAF ARI? 1 6 : 2 4 M I R R O R L E S S M A C APS-C 35MM-DSER What Are The Best Lenses T o Take On Y our Safari Trip? YouTube • Matthew Starling Photography 25 Aug 2024 1 3 key moments i n this video ^ From 01:18 Consider the type of lens to take with y o u Which lenses should you take From 01:48 Use a telephoto zoom lens From 02:24 Which camera body is best for you? From 03:58 Which brand of gear should you buy? Which lenses should you take on a MASAI MARA Safari? YouTube • Pangolin Wildlife Photography 22 Jun 2022 From 04:17 Use Micro Four Thirds for lighter, smaller and long. Tools
8. Estimated Searches Per Day *including Google searches containing YouTube results 14,000,000,000 Google 2,254,000,000 1,000,000,000 •YouTube
9. And YouTube search typically accounts for only around 10-20% of most large Channel’s views
11. Estimated Searches Per Day *including Google searches containing YouTube results and Navigational YouTube Views 14,000,000,000 Google 4,000,000,000 2,254,000,000 1,000,000,000 •YouTube
12. YouTube might drive half as much attention as Google
13. How many of you are putting time and energy into Optimizing for ChatGPT but ignoring YouTube?
14. Estimated Searches Per Day *including Google searches containing YouTube results and Navigational YouTube Views 1 4 , 0 0 0 , 0 0 0 , 0 0 0 4,000,000,000 2,254,000,000 1,000,000,000 Google • Y o u T u b e 330,000,000 5 ChatGPT
15. Yeah. So, why?
16. T H E P R O B L E M Video is Hard, Expensive, and Time Consuming.
17. T H E P R O B L E M Video is Hard, Expensive, and Time Consuming. T o invest, w e need Confidence.
18. We’re going to provide that confidence by answering three core strategy questions, with robust data.
19. The Core YouTube Strategy Questions What Should I Create Videos About? In What Length and Format? What’s Working for My Competitors?
20. The Answer
21. Let’s break it down…
22. A 12 Step Process
23. Told through a fictional brand
25. One of my passions is wildlife photography
29. I’ve seen a gap in the market for safari-focused camera bags
31. Thanks ChatGPT for the product design. And because it’s SEO, we’ve got an appropriate brand name.
33. The Core YouTube Strategy Questions What Should I Create Videos About?
34. To answer this, we intuitively think of doing keyword research
35. So we come up with a list of topics, ideas and terms
37. And then try to replicate an out-of-date model for Google organic search.
38. Keyword = M i n V olume = Max V olume = Difficulty = Organic C T R = Safari camera b a g 1701 2900 43 53 B e s t l e n s for safari 9301 11500 72 53 B e s t c a m e r a for safari 501 850 44 83 What to pack for safari 851 1700 45 53 What's in my bag for wildlife photography? 201 500 31 53 Wildlife photography tips 51 100 39 83 Canon r1 vs r5 for wildlife photography 1701 2900 88 Safari camera setup n/a n/a 12 Best wildlife photography backpack 10 17 9 0 Best lens for bird photography 10 37 83
39. There are a bunch of tools that purport to offer YouTube keyword volume
41. But none of the data offered is actually YouTube keyword volume
43. Some of the tools have just bad or limited data, and some are extrapolating from Google search volume and applying that to YouTube
46. Using them, we’ll end up with a spreadsheet that looks like this
47. Keyword YouTube Keyword = Volume Google Min = Vo l u m e Google Max = Volume = Difficulty = CTR Organic Safari camera bag 1297 1701 2900 4 3 53 B e s t l e n s for safari 1064 9301 11500 72 53 B e s t c a m e r a for s a f a r i 1580 501 850 What to pack for safari 1102 851 1700 What's in my bag for wildlife photography? 1078 201 500 Wildlife photography tips 1457 51 100 Canon r1 vs r5 for wildlife photography 1309 1701 2900 L E 4 z 8 8 6 l 8 g 加 8 3 5 3 5 3 8 3 4 1 8 3 9 0 8 3 Safari c a m e r a setup 1 2 6 8 n / a n/a Best wildlife photography backpack 1216 0 10 Best lens for bird photography 1780 0 10
48. This is not accurate, useful or actionable data.
49. We Can Do Better
50. Imagine a world where Google search results showed accurate traffic data for every listing. How would this change the way you think about competitor analysis and keyword research?
51. Google best lens for wildlife photography Nick Dale Photography https://www.nickdalephotography.com › blog> w h a t - l e n . 500,000 sessions What Lenses Do You Need For Wildlife Photography? 10 Mar 2025 - Telephoto or long lenses are essential for most wildlife photography as they bring distant subjects within reach and allow you to take close-ups... Reddit • r/canon 8 comments • 1 year ago : 1,500,000 sessions Lens for Wildlife Photography? : r/canon For wildlife, any long (usually >300mm depending on subject and distance) EF-mount lens will work. Since your camera has an APS-C sensor, you can also use EF-S ... 8 answers • T op answer: What's your budget? Any idea what species you want to capture, o r if you hav... Camera and lens recommendation for wildlife/nature . . . 18 answers 9 Sept 2023 Best Lens for Wildlife photography on R7?: r/canon . . . 33 answers 10 May 2024 More results from www.reddit.com Conservation Visual Storytellers Academy® I S i o n e l l e r s A c a d e m y C e s 20,000 sessions https://conservationvisuals.com › Gear > Camera Lenses 20,000 sessions Choosing the Best Lenses for Wildlife Photography (2024) 1 3 May 2024 — Telephoto lenses are the bread and butter of wildlife photography. Ranging from 100mm to a whopping 800mm, these lenses keep you comfortably ... Harrison Cameras H C https://harrisoncameras.co.uk › blogs › news › best-lens.. 6500 sessions Best Lenses For Wildlife Photography: Read our guide. 19 Apr 2023 — Short telephoto lenses (70-200mm) are ideal for portraits and close-ups, medium telephoto lenses (200-400mm) are perfect for wildlife action, ... C a n o n UK https://www .canon.co.uk› store › wildlife-lenses 750,000 sessions Wildlife L e n s e s — Canon UK Store Bestselling wildlife lenses include the E F 70-300mm f/4-5.6L IS USM Lens, E F 100-400mm f/4.5-5.6L IS II USM Lens and EF 600mm f/4L IS III USM Lens. 3.9 * store rating (2.6K) • Free 30-day returns
52. We have this data for YouTube
53. 回 • Y o u T u b e ® B H o m e Shorts Subscriptions Yo u History Sign in to like videos, c o m m e n t a n d subscribe. Sign in Explore Trending Music Movies & TV Live Gaming News Sport wildlife photography bag P E R F E C T F O R WILDLIFE? 10:56 W I L D L I F E PHOTO G E A R Recently uploaded Shorts : & Sign in : A Wildlife Camera Bag So Close to Perfect... (Gura Gear Kiboko 2.0 30L+) 4.2K views • 2 months ago Mark Dumbleton Gura Gear Camera Bags (Affiliate): https://guragear.com/?ref=MARKD10 Use discount code *MarkD10* for 1 0 % off! Master … 4K What's Inside M y Wildlife Photography Camera Bag? 8.7K views • 8 months ago Mark Dumbleton I n this video I show you exactly what gear I use for Wildlife Photography, including the Nikon Z 8 and 180-600. I share thoughts o n … . 4 K The video takes viewers inside the camera bag of a wildlife photographer, showcasing the gear... • Summary
54. 回 • Y o u T u b e ® B H o m e Shorts Subscriptions Yo u History Sign in to like videos, c o m m e n t a n d subscribe. Sign in Explore Trending Music Movies & TV Live Gaming News Sport wildlife photography bag P E R F E C T F O R WILDLIFE? 10:56 W I L D L I F E PHOTO G E A R Recently uploaded Shorts : & Sign in : A Wildlife Camera Bag So Close to Perfect... (Gura Gear Kiboko 2.0 30L+) 4.2K views • 2 months ago Mark Dumbleton Gura Gear Camera Bags (Affiliate): https://guragear.com/?ref=MARKD10 Use discount code *MarkD10* for 1 0 % off! Master … 4K What's Inside M y Wildlife Photography Camera Bag? 8.7K views • 8 months ago Mark Dumbleton I n this video I show you exactly what gear I use for Wildlife Photography, including the Nikon Z 8 and 180-600. I share thoughts o n … . 4 K The video takes viewers inside the camera bag of a wildlife photographer, showcasing the gear... • Summary
55. We start with the views
56. Median Monthly View Velocity
57. The age of the video allows us to see views over time
58. Median Monthly View Velocity
59. Applying that on a keyword level allows us to estimate overall demand for a topic
60. Median Monthly View Velocity
61. Using the Median, we can account for topics with high variance in view velocity
62. M M V V Median Monthly View Velocity
63. Here’s how to get this data…
64. Build a Big List of Keywords & Video Ideas Step 1
65. Scrape Top 500 YouTube Search Results for Each Keyword Step 2
66. Step 3 Use Your Favourite LLM to Categorize the Output into Topics
67. Export Everything into a Big Spreadsheet Step 4
68. Step 5 Pivot by Keyword & Topic
69. Step 6 Map MMVV Against Median Subscribers
70. You can now map demand (MMVV) against competition (Median Subscribers), and use this to find opportunities
71. The Core YouTube Strategy Questions What Should I Create Videos About? In What Length and Format?
72. Length Formats for YouTube Short Snack Feature 0-3 Mins 15-45 Mins 45 Min + 3-15 Mins Episode
73. Step 7 Work Out the Average Length the Variance
74. Aesthetic Formats for YouTube Monologue Interview Lecture Panel Demo Run & Gun Archival Reporting Scenic Abstract Animated Cinematic Artistic Dynamic Static
75. Step 8 Find the Top Videos by View Velocity
76. Step 9 Watch to Work Out the Aesthetic Formats Monologue On-Location Product Close-Ups B-Roll from Other Videos
77. Creative Brief "Create a 10-15 minute video in a monologue style, shot o n location in the Maasai Mara, a b o u t t h e b e s t l e n s e s t o u s e f o r s a f a r i photography. Include B-Roll shots of Lions a n d close-ups of lenses."
78. Most of you are now probably thinking…. “That’s great, we can just give that brief to an AI"
79. Here’s what the output looks like…
81. No matter how good AI gets, a filmed video is always going to be better for this particular idea
82. This Is The Format Where AI Adds Value Monologue Interview Lecture Panel Demo Run & Gun Archival Reporting Scenic Abstract Animated Cinematic Artistic Dynamic Static
83. A r t is... "A selective r e - c r e a t i o n o f reality according t o a n artist's metaphysical value-judgements." - Ayn R a n d
84. Ai can do the selective recreation of reality, but always needs the metaphysical value judgements from humans
85. Creating AI art is like the process of a director or conductor – wrangling the creative output of collaborators towards an aesthetic vision.
86. The Core YouTube Strategy Questions What Should I Create Videos About? In What Length and Format? What’s Working for My Competitors?
87. Step 10 Discover Content Competitors by Topic
88. Step 11 Scrape Channel Data to Find Top Videos by View Velocity
89. Step 12 Map Count of Competitor Videos by Keyword
90. Bring Everything Together
91. You Now Have a YouTube Strategy But….
92. Harnessing The Spirit…
93. We’ve Built a Tool That Will Do This For You
94. We’ve Built a Tool That Will Do This For You
95. We’ve Built a Tool That Will Do This For You
96. We’ve Built a Tool That Will Do This For You
97. https://organicvideo.com/seo-week
98. Thank You! phil@organicvideo.com
99. One more thing…
100. Impression Click-Through Rate The Most Important Metric to Optimize YouTube Videos For
101. Design Templates Guaranteed to Work Step 13 Improve Impression Click Through-Rates
102. https://organicvideo.com/seo-week