SEO for YouTube: algorithm evolution and ranking factors
In 2020, the Cisco Annual Report estimated that by 2022 video would account for more than 82% of global Internet traffic. This prediction has not only been confirmed, but even exceeded: video currently covers 86 percent of global Internet traffic. This increase reflects users’ growing interest in video content, a format that is proving increasingly engaging and versatile. Considering that YouTube is the second most used search engine in the world, an effective SEO strategy can significantly increase organic traffic and engagement.
How much time do we spend watching videos?
Time spent on online videos continues to increase. In 2020, users watched an average of 16 hours of video per week. Today, we are up to as many as 20 hours per week, marking a 25 percent increase!
This statistic highlights how video is now an essential element in our daily lives, thanks in part to the availability of on-demand content and platforms accessible from any device.
The evolution of YouTube’s algorithm
In the past, YouTube’s recommendation algorithm focused on standard metrics such as clicks, viewing time, interactions (“likes/dislikes,” comments) and upload frequency. However, many uncertainties remained about the influence of factors such as traffic from external sources, the performance of lower-performing videos, and the presence of inactive subscribers. Today, however, the algorithm has evolved significantly, becoming much more advanced and able to analyze data and behaviors in a more in-depth and personalized manner.
With the introduction of YouTube Shorts, YouTube has implemented a dedicated system for short videos, focusing on specific metrics such as views in full and immediate interactions. In addition, the personalization of recommendations has been refined, allowing for more detailed analysis of user preferences. At the same time, YouTube has strengthened policies on sensitive content, limiting the dissemination of misleading or dangerous videos to ensure a safer environment.
Another relevant aspect among the changes is the increasing importance of external traffic: promoting videos on social media and other external platforms can significantly contribute to improved YouTube rankings. In addition, the presence of inactive subscribers no longer directly penalizes ranking, except in cases where there is a significant drop in overall engagement, which remains a determining factor for the algorithm.
