How to optimise your video SEO to reach new audiences.

What is video SEO, and why is it important?

Video SEO, which stands for search engine optimisation, is the process of improving your video content so it ranks higher on platforms like YouTube, in internet search engines like Google, and in social media searches, like on TikTok. Just like website SEO, video SEO makes it easier for your audience to find your content. Strong optimisation includes keyword use, metadata, tags, thumbnails, and captions, all of which tell search engines what your video is about. Search engines and platforms rely on these signals to decide which videos to display first, so attention to detail makes a real difference. When done well, your videos are more likely to appear in search results, recommended feeds, and suggested content lists. This increases reach and visibility, helping you grow an audience that’s interested in what you offer.

Why does this matter? Because video is one of the most consumed types of content online today. A video that is optimised well can continue driving views, clicks, and conversions long after it’s published. For small businesses and solo creators, this means a chance to connect with more people without increasing advertising spend. Think of video SEO as the bridge between your creative ideas and your audience’s search behaviour, making sure the right people actually see your work. By making your content easy to find, you’re ensuring the effort you put into creation pays off in the long term.

Strong video SEO doesn’t just boost visibility; it also builds credibility, too. When audiences consistently find your videos in search results, they begin to associate your brand with authority in the topic. This recognition creates long-term trust, which often leads to repeat viewers, loyal subscribers, and stronger customer relationships. Adobe Express can help by giving you templates and tips to design professional thumbnails, branded graphics, and engaging intros that make your video stand out in search results and keep viewers watching.

How to find the best keywords for your video content.

Keywords are the foundation of video SEO because they help search engines and audiences understand what your video covers. Start by researching the words and phrases your audience uses when looking for content like yours. Free tools such as Google Trends or the YouTube search bar autocomplete feature can give you an idea of what people are searching for. You can also study competitor channels to see which keywords are helping their videos rank, giving you insight into opportunities you might have missed. Look for keywords with high search volume but lower competition, as this will maximise your chances of ranking.

Once you’ve collected a list, consider the intent behind each keyword. Is the viewer looking for a tutorial, product comparison or entertainment? Align your content with what people expect, as this increases watch time and engagement. The right keywords can also guide the way you structure your video title, description, and tags. Remember that keywords evolve over time, so revisiting your research regularly ensures your content stays relevant to current search trends. With a clear keyword strategy, you’re setting up your video for better visibility. Learn how to promote TikTok and YouTube videos like a pro and discover viral UK TikTok trends for small businesses.

Using keywords to optimise existing videos and create new content.

If you already have a library of videos, start by auditing them for SEO potential. Update titles, descriptions, and tags with your chosen keywords to give older content a fresh boost in search results. Add closed captions or transcripts where possible, as these provide extra text for search engines to index. Small updates, such as improving your thumbnail or rewriting descriptions with fresher language, can also extend the shelf life of older videos. Refreshing metadata and visuals can extend the life of your existing content and help it reach new audiences without the need for constant new production.

When planning new content, let your keyword research guide you. Build videos around the terms people are actively searching for and design them to answer questions or solve problems. This approach ensures you’re creating content with built-in demand rather than guessing what might perform well. Ultimately, it will save you time and allow you to get more mileage from the content you work so hard to produce. With Adobe Express, you can design consistent video branding that makes both new and refreshed videos recognisable, increasing trust and viewer loyalty. Learn more about how to optimise social media visual content and how to create on-brand content.

Tips for optimising your video SEO, from timestamps to thumbnails and backlinks.

Optimising video SEO goes beyond keywords. Add in timestamps, as these make your content easier to navigate, improving the viewing experience and signalling relevance to search engines. They also encourage viewers to spend longer on your video, which signals value to search algorithms. High-quality thumbnails are equally important, as they influence whether someone clicks on your video or scrolls past it. Adding backlinks in your video description and sharing across social platforms can further extend reach. These small actions can all add up to stronger performance. With Adobe Express, you can quickly design branded thumbnails, title slides, and end cards that attract clicks and improve viewer retention.

Don’t forget about user engagement signals like comments, likes, and watch time. Videos that keep viewers engaged tend to rank higher. Encourage interaction by adding clear calls to action within your video and descriptions. When all these elements work together, your videos have a far better chance of standing out in a crowded feed. These touches not only look professional but also give your content the best chance of ranking well. Create YouTube videos using the video maker, and optimise your videos by cropping, resizing and merging content using Adobe Express features.

How to use Adobe Express to create search-engine-optimised video content.

Adobe Express provides ready-made tools to help you design videos that are optimised for search from the start. You can customise thumbnails with bold text, add branded overlays, and create eye-catching animations that boost click-through rates. Templates make it easy to keep your style consistent across multiple videos, building recognition over time. Consistency not only builds brand recognition but also reassures viewers that your content is credible and worth their time. Don’t forget to optimise your social accounts too, by adding on-brand profile images and animated banners to your account page.

It’s also simple to repurpose content with Adobe Express. You can resize videos for different platforms and multi-channel marketing, adapt graphics to fit trending topics, and update colours or fonts to match your brand. These quick adjustments save time while ensuring your videos remain current and optimised. It’s this mix of creativity and structure that should give your videos staying power across different platforms. By combining strong SEO practices with professional design, you can create videos that rank higher, reach more people, and build loyal audiences.

Try Adobe Express today

Adobe Express can help you.

Video SEO works best when your videos look polished, consistent, and easy to recognise. Adobe Express gives you free templates you can adapt with your brand colours, fonts, and layouts to design thumbnails, title cards, and social graphics that stand out. With the right design in place, you can attract more clicks, build trust, and reach new audiences. Start creating with Adobe Express today.