How to Discover the Right Keywords for Your Video Content
Start with what your audience is already searching for
If you’ve been following our video strategy series, you already know the truth:
SEO isn’t optional. It’s essential.
In Part 1, we revealed why SEO is the foundation of visibility in video marketing and why great video isn’t just about looking polished or sounding confident on camera. In today’s digital marketplace, it’s about being found by your target audience. Our work with digital marketing strategist, Tamara Mon Louis of Monivan Digital Solutions, taught us the power of using the correct keywords in our digital marketing, allowing our target audience to find us in a search. We now use our keywords in all our content. Do you know your brand’s keywords?
Now we’re diving into the first step of making it work for you:
Finding the right keywords.
Because a well-lit, beautifully produced video doesn’t matter if no one can find it.
Let’s break this down the DMMA way—simple, strategic, and designed to get results.
Step 1: Listen to Your Audience Before You Hit Record
Before you even open your camera app or outline your script, pause and ask:
“What is my audience typing into YouTube, Google, or LinkedIn right now? What are they searching for?”
Not sure? Start here:
Real-Life Clues to Keyword Gold:
- What questions pop up in your discovery calls or DMs?
- What phrases do your clients use when they describe their goals or struggles?
- What’s in the subject lines of emails they send you?
Debbie’s Tip: Your audience is already giving you the words. Pay attention to how they speak, not how you market. By the way, everyone should have a YouTube channel. YouTube is the second largetst search engine, allowing your information to be found when your audience is searching. Utilize tools like TubeBuddy or VidIQ to optimize your YouTube titles, descriptions, and tags. Focus on searchable topics in your niche.
Still stuck? Review client testimonials, social media comments, or even transcripts of past webinars. You’ll start to notice patterns in language.
Step 2: Use Tools to Validate Your Gut Instinct
Once you’ve gathered a list of potential keywords and phrases, let’s turn it into data. These tools are simple and effective, even if you’re not a tech person.
DMMA-Approved Tools:
- YouTube Autocomplete: Type your topic into the YouTube search bar and see what suggestions pop up. Those are actual user searches.
- Google Trends: Discover which terms are gaining traction and when they’re most popular.
- Answer the Public: Type in a word or phrase and get a visual map of real-world questions being asked online.
- TubeBuddy or VidIQ (for YouTube creators): See what keywords your competitors are using, and find high-ranking topics with low competition.
Try It Now:
Let’s say you help entrepreneurs grow with video. Start typing “how to use video…” in YouTube and you might see:
- “how to use video for your business”
- “how to use video to increase sales”
- “how to use video to grow your brand”
That’s real-time search behavior—and your next few video titles.
Step 3: Match Keywords to Your Audience’s Search Intent
Every keyword has a purpose. Some are for people just learning. Others are for those ready to buy. When you understand this, you can create video content that speaks directly to where your viewer is in their journey.
Stage | Search Intent | Example Keyword | Suggested Content |
|---|---|---|---|
Awareness | Learn / Discover | “What is video marketing?” | FAQs, Explainers, Beginner tips |
Consideration | Evaluate / Compare | “Best video tools for coaches” | Tutorials, Platform Reviews, Webinars |
Decision | Hire / Purchase | “Hire a video consultant in NYC” | Testimonials, Case Studies, Service Demos |
Post-Sale | Reuse / Retain | “How to repurpose a livestream” | Onboarding Videos, Advanced Strategies |
Debbie’s Tip: Not every video needs to convert. Some should educate. Others should demonstrate expertise. But every video should be discoverable.
Ready to Script and Try It Yourself?
Here’s your next step:
- Choose one video topic you’ve been meaning to tape.
- Use one tool above to find a few keyword variations.
- Then ask yourself—what intent does this keyword reflect?
Once you start mapping keywords to strategy in your script, you’ll realize that video content doesn’t have to be a guessing game. It can be a guided path to visibility and value.
Coming Up Next…
Now that you know how to find the right keywords, our next article will walk you through:
- Where to place those keywords for maximum video impact
- How to repurpose your videos with SEO in mind
- And the checklist every video should follow before you hit publish
But if you’re thinking, “I want someone to help me pull all this together,” you’re not alone—and you’re in the right place.
- Book a complimentary 30-minute video marketing strategy call with DMMA:
- Reach out directly: Debbie@DeborahMitchellMediaAssociates.com
- You can also check out our YouTube channel for more video marketing topics.
Let’s build a video strategy that starts with search—and ends with results.
