It’s widely touted that YouTube is the second largest search engine on the internet, though many businesses and advertisers trying to reach their ideal audience online don’t take advantage of the platform.

Beyond mere search, YouTube is growing in its ability to reach and engage audiences. Recent analytics show that “YouTube mobile users are 2X as likely to pay close attention while watching YouTube compared to TV users while watching TV” and “On mobile alone, in an average week, YouTube reaches more adults 18+ during prime time than any cable network does.”

With all those eyeballs, YouTube ought to be on your radar if you’re an advertiser trying to attract and engage an audience. In order to make the most of your presence on the platform, you’ll want to start by making sure you optimize your business YouTube channel. Here are 12 tips:

1. Incorporate a Keyword into Your Channel Name

Undoubtedly, your business YouTube channel name will include your company name. However, if there’s an important keyword that you want to rank for on YouTube (and Google) make sure it’s included in your channel name.

For example, your edgy cosmetics brand might be named “Undercover Girl” – but you’ll want your YouTube Channel name to be something like “Undercover Girl Makeup & Cosmetics” and maybe even call out your target audience as well.

2. Craft Your “About Us” Page So It’s About Your Customers

Sometimes brands forget about the “About Us” section of their YouTube channel, but this is a wasted opportunity to incorporate keywords and speak to your ideal audience. Don’t forget that, just like your website, your “About Us” page should focus on your customers’ needs and desires and how you serve them.

Note: the first 48 characters of your About Us page will show in search results, so make sure you use keywords that matter for your visibility.

3. Utilize Keywords Throughout Your Content

Speaking of keywords, you want to use them throughout your content.

For example, you get 100 character to insert search-friendly keyword tags for your channel. You’ll also want to speak your keywords in your video content as voice-based keywords are also important to search engines (and demonstrate that your video content matches the promise of the written title).

4. Create a Channel Trailer and Keep It Relevant

YouTube allows you to post a trailer for your channel – and you want to take advantage of this valuable real-estate with a ~60-second video that will inspire your target audience to subscribe.

Don’t treat your trailer as a one-and-done project. You’ll want to make sure it’s updated to be relevant to the times and your current state of business as your brand evolves.

5. Make a Positive First Impression – Fast! 

Make sure your videos have a strong opening. Ideally you want to grab attention within the first 15 seconds.

A captivating voiceover, question, or open loop can spark curiosity and keep viewers watching.

6. Lean Into Longer, High-Quality Videos

While you want to reel in your viewers quickly, you want to also provide substantive content for those who wish to go deep.

Statistics show that first-page results for YouTube searches have 68.2% HD quality videos with an average length of 14 minutes and 50 seconds. Make sure your videos will be just as good – if not better! – so you outshine your competition. 

7. Actively Encourage Interaction

YouTube algorithms seem to be primed to reward those videos that get the most organic and genuine engagement. So, take a cue from the top creators on the platform and find creative ways to actively remind your viewers to like, subscribe, share, and comment.

8. Add Customized Thumbnails

Rather than just selecting a still from your video, create a customized image to serve as your thumbnail.

This is an opportunity to incorporate brand colors, keywords, and enticing elements to encourage people to click and watch your content.

9. Don’t Forget a CTA via End Cards

At the end of your video, be sure to incorporate a call-to-action to make it easy for viewers to take the next step.

You can utilize YouTube’s card editor function to direct viewers to the next relevant video in a sequence or even a link to your website or the landing page for your latest offer.

10. Upload Closed Captions and Subtitles

Not only will closed captions and subtitles make your videos more accessible to a wider audience, they give you another opportunity to optimize your keywords.

YouTube can automatically generate captions for your video, but you probably want to double check (or take control of the entire process) to make sure your important keywords are captured and represented correctly.

11. Organize Your Videos into Playlists

By organizing your videos into different playlists, you encourage viewers to stay on your channel and watch longer. Watch time is one of the most important ranking factors (if not THE most important) on YouTube, so do what you can to keep your viewers watching.

12. Go Live!

One of the hottest social media trends is to get on your camera and go live. This is not just a strategy for Facebook – it can be an effective way to drive engagement on your YouTube channel too.