YouTube’s experimental software for creators simplifies key phrase analysis and identifies content material gaps


YouTube Search Insights is an experimental feature that shows YouTube search data, such as: It can also identify content gaps (when viewers can’t find exactly the content they are looking for). Search Insights was announced on Thursday, November 25th, 2021 on the Creator Insider YouTube channel. The company has not provided a timeline for its rollout.

The new features are split into two tabs in YouTube Insights: Find Your Viewers and Find YouTube.

Why we care. This experimental feature provides brands and YouTubers with keyword data that they can use to determine the interests of their audience, or interest in any topic among YouTube’s entire user base. It also gives them data on how important these keywords are to the total number of views. And when it works well, the content gap feature can streamline workflow even further by simply highlighting the content opportunities that YouTube has identified.

When YouTube Search Insights becomes widely available, it will allow brands and YouTubers to improve their content planning and create more relevant videos for their audiences.

Your viewers’ searches. The tab “Searches from your viewers” (see below) shows the most frequent searches from your viewers or similar channels like yours. YouTube-wide search volume for the term is also available, although it is broadly described as low, medium, or high.

“Finding Your Viewers” in YouTube Insights. Image: Creator Insider.

YouTubers can also see how many views their channel received for a particular request (this data is only available for the last 28 days).

Search on YouTube. This tab goes beyond a channel’s own audience and allows creators to explore search queries for all of YouTube’s audience. This data is searchable, so developers can type in, for example, “Chromebook” to find the most popular keywords viewers use to find content related to Chromebooks.

“Search on YouTube” in YouTube Insights. Image: Creator Insider.

Similar to the “What your viewers search for” tab describes, search volume is described as high, medium, or low, and the views your channel received based on these terms is only available for the previous 28-day period.

Content gaps. “We’re also testing a new concept called content gaps,” said Creator Insider’s Alina Verbenchuk. “A search becomes a content gap when viewers can’t find the information they’re looking for.” Content gaps can include cases where users can’t find results for a particular query or the content found is of poor quality, she cited as examples. Content gap labels may appear next to keywords (as shown above) and content gap filters are available on both the Search YouTube tab and the Search your viewers tab.

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About the author


George Nguyen is an editor at Search Engine Land, specializing in organic search, podcasting, and e-commerce. His background is journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.

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