YouTube Tests New Search Insights Tool to Help Guide Your Content Efforts



YouTube is working on a new analytics feature for YouTube Studio that will provide insight into what people are looking for in the app, both with respect to your channel and its specific content, and for more general search queries. .

Each element can be very valuable for your content planning. Called “Search Insights”, the new feature, currently under testing, will eventually be available in your Analytics / Research tab, and will come with two separate tabs for query research.

The first tab will provide a list of what your channel viewers are looking for, which is information about what people who regularly watch your content are looking for on YouTube as well.

As you can see here, the tab will provide information on the main topics of interest to your viewers, as well as the overall search volume of each and the volume of traffic your channel has gleaned based on each query.

You’ll also notice the “Content Gap” tag: YouTube is also adding the ability to filter these listings based on search queries that don’t return a high volume of matches. The idea here is that by highlighting those queries, creators can then focus on creating content that aligns with searches that are currently not served by the videos available in the app, which could present new opportunities for your efforts.

In the second tab, “YouTube Searches”, you will be able to get an overview of the most common search queries based on any keyword. you can enter “how to” as a search term.

YouTube search analytics

Reduce the list to “Content Gaps only”, and the tool will then provide you with a list of some of the most searched “how-to” terms that are currently not provided by directly aligned videos.

YouTube search analytics

In this query, using “chromebook” as the keyword query, these are the most common Chromebook-related searches that do not have a directly correlated YouTube video, which might highlight new opportunities for your approach.

This could be a very valuable tool, similar to Google’s Search Console and Google Trends, providing more information on what is driving traffic to your YouTube channel, and how you can optimize your content efforts to align with these trends.

But it’s not live yet. YouTube says the new add-on is still in testing, with an extended rollout coming soon.

Definitely one to look forward to for YouTube marketers.


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