In today’s digital landscape, video is no longer optional for Australian small businesses; it is the most powerful tool for building trust. However, creating a great video is only half the battle—if your content isn't optimised for search and discovery, it will remain hidden from the local customers who need your services most.
Optimising your video content ensures that search engines like Google and platforms like YouTube (the world’s second-largest search engine) understand exactly what your video is about. By following this guide, you will improve your rankings, increase your click-through rate, and turn viewers into local leads.
Prerequisites
Before you start, ensure you have the following:- A completed video file (MP4 or MOV format recommended).
- A verified YouTube channel (linked to your Google Workspace or Gmail).
- A basic list of keywords related to your business or service.
- Access to a design tool like Canva for creating thumbnails.
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Step 1: Conduct Keyword Research for Video
Search engines can’t "watch" your video yet; they rely on text data. Use tools like the YouTube Search bar (autocomplete), Google Keyword Planner, or AnswerThePublic to find what Australians are searching for. Look for "How-to" phrases or local intent keywords like "best plumber in Brisbane reviews." Screenshot Description: You should see a list of suggested search terms in the YouTube search bar dropdown as you start typing your primary service.Step 2: Optimise Your Video File Name
Before you even upload the file, rename it. Instead offinal_video_v2_edit.mp4, rename it to your primary keyword, such as how-to-install-solar-panels-brisbane.mp4. This provides a metadata signal to the platform before the processing even begins.
Step 3: Write a Compelling, Keyword-Rich Title
Your title needs to balance SEO with human psychology. Aim for at least 5 words and include your main keyword near the beginning.- Bad: Our New Video
- Good: 5 Tips for Maintaining Your Garden in Queensland Summer
Step 4: Craft a Deep Video Description
YouTube provides 5,000 characters—use them! The first 2-3 lines are the most important as they appear in search snippets.- The Hook: A 2-sentence summary using your keywords.
- The Links: Include a link to your website (e.g., https://lmgroup.au/contact) and your social media.
- The Detail: A 200-word overview of the video content.
Step 5: Implement Video Chapters (Timestamps)
Chapters help users navigate your video and allow Google to show "Key Moments" in search results. In your description, list timestamps in this format:- 00:00 - Introduction
- 01:30 - Tools you will need
- 03:45 - Step-by-step demonstration
Step 6: Create a High-Contrast Custom Thumbnail
Your thumbnail is your digital storefront. Avoid using a random frame from the video. Use Canva to create a high-resolution image (1280x720) with large, easy-to-read text and a bright background. Pro Tip: Use colours that stand out against YouTube’s white/dark mode interface, like bright yellow or orange.Step 7: Use Relevant Tags (But Don't Overdo It)
While tags are less important than they used to be, they still help categorise your content. Use about 10-12 tags. Start with your specific brand name, then your primary keyword, followed by broader categories (e.g., "Brisbane Marketing," "Small Business Tips").Step 8: Upload and Edit Closed Captions (Subtitles)
YouTube’s auto-generated captions are often inaccurate, especially with Australian accents or technical jargon. Manually edit your captions to ensure accuracy. This not only helps with accessibility but also provides a full text transcript for search engines to index.Step 9: Add End Screens and Cards
Keep viewers on your channel by adding "End Screens" in the last 20 seconds of your video. Link to a related video or a playlist. Use "Cards" throughout the video to point viewers to a specific lead magnet or contact page on your site.Step 10: Optimise for Local SEO (The Australian Context)
If you are a local business, go to the "Video Location" setting in the upload advanced tab and pin your suburb or city (e.g., Brisbane, QLD). This helps your video appear to users searching nearby.Step 11: Categorise Your Video Correcty
Select the most relevant category (e.g., "How-to & Style" or "Education"). This helps YouTube’s recommendation algorithm find the right audience for your content.Step 12: Engage with Your First Comments
Engagement is a huge ranking factor. Within the first 24 hours of posting, reply to every comment. This signals to the platform that your video is sparking conversation, encouraging the algorithm to show it to more people.---
Pro Tips for Success
- The First 30 Seconds: This is the most critical part of your video. If you don't hook the viewer immediately, they will bounce, hurting your "Watch Time" metrics.
- Say Your Keywords: YouTube’s AI listens to your audio. Ensure you actually say your primary keywords out loud during the video.
- Consistency over Quality: While quality matters, a consistent posting schedule (e.g., once a fortnight) is more effective for discovery than one perfect video a year.
Common Mistakes to Avoid
- Clickbait: If your title promises something the video doesn't deliver, viewers will leave quickly, and your rankings will tank.
- Ignoring Mobile: Most Australians watch video on their phones. Ensure any text overlays in your video are large enough to read on a small screen.
- Forgeting the CTA: Always tell the viewer exactly what to do next (e.g., "Click the link in the description to book a consultation").
Troubleshooting Common Issues
- Video isn't appearing in search: It can take 24–48 hours for YouTube to fully index a new video. If it's still missing, check if you accidentally set the visibility to "Unlisted" or "Private."
- Low Click-Through Rate (CTR): If you have high impressions but no views, your thumbnail or title is likely the problem. Try changing the thumbnail design.
- Copyright Claims: If you use popular music, your video might be suppressed or demonetised. Always use royalty-free music from the YouTube Audio Library.
Next Steps
Now that your video is optimised for discovery, it’s time to drive traffic to it. Share your video on your LinkedIn profile, embed it into a relevant blog post on your website, and include it in your next email newsletter.Need help crafting a video strategy that actually brings in local Brisbane customers? Contact the team at Local Marketing Group today for a strategy session.