Google YouTube Creator Playbook Guide Version 2 - Manual (Page 42)

Publishing & Optimization
Description
Descriptions provide additional context and information about your
video to compel viewers to click. Every video you publish will reach new
viewers. Your description is another key opportunity for you to let these
new viewers know about your channel and everything it has to offer.
Provide links to visit your channel, subscribe or watch more content.
•
Begin your description with the most relevant information and
compelling language. Only the first few sentences of your
description show up ‘above the fold’ on a video watch page and next
to the thumbnail in search results.
•
Write your description to include the the keywords used in the title
and tags as well as additional relevant keywords.
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Always include:
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Link to your channel page
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Subscription link
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Links to related content, or to sites/videos/channels/users
referenced in the video.
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Links for social media.
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Links should always include the ‘http://’ to make them
hyperlinks.
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Metadata
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Include a recurring ‘Keyword Tagline’ in episode descriptions. The
keyword tagline is a few sentences that describe your channel, but
is written to include several search-driven keywords. Repeating this
tagline in episode descriptions will inform first-time viewers about
your channel, assist with including the right keywords, and increase
your videos’ search relevancy.
•
State what the release schedule of your channel is in episode
descriptions.
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Follow a structure or template for all your video descriptions to
create uniformity for your audience, as well as increase the
relevancy of your videos to one another for related video rankings.