YouTube has announced the rollout of its new Search Insights feature to all creators, which will provide a range of new data points to help you refine your YouTube strategy, based on what people are searching for in the app.
YouTube originally provided a preview of Search Insights in November last year, which will include information about what people are searching for in the app, both in relation to your channel and content in particular, and for more general search queries.
As you can see here, Search Insights, which will be accessible in the “Analytics” > “Research” element of YouTube Studio on desktop, will provide information on the main topics of interest among your viewers, as well as search volume of each , and the volume of traffic generated by your channel based on each request.
YouTube will also show a marker for “Content Gap” queries, which are search terms that don’t return a high number of matches. The idea here is that by highlighting these queries, creators can then focus on creating content that aligns with searches that aren’t currently served by the videos available in the app, which could present new opportunities for your efforts.
There is also a “YouTube Searches” element, which will provide an overview of the most common search queries based on any keyword.
So if you wanted to know what the most common “how to” searches are on the platform, you can enter “how to” as your search term.
This could be a very handy tool for marketers, along the same lines as Google Search Console and google trendswhich gives you a better understanding of what drives your YouTube channel traffic and how you can optimize your content efforts to align with these trends.
YouTube notes that during the initial rollout, the data that powers its search trend insights will only incorporate users’ search activity. in the United States, United Kingdom, Canada, Australia and India. YouTube is working to add more regions soon, but even if you’re not in those markets, the information could still point to broader interest in the app.
Definitely worth a look – you can check out Search Insights in the desktop version of the YouTube Studio app, rolling out to all users starting today (YouTube says the full rollout will be complete by the end of April ).