The Santa Barbara Web Design and Marketing Blog

When Should You SEO? My Approach to Value-driven Video Content for Small Business Owners

Welcome to the SB Web Guy blog, where I demystify web marketing, tech strategy, automation, and content creation for small business owners striving to make an impact online. Today’s post takes inspiration from a recent YouTube comment I received—a viewer asked: “Do you do SEO before uploading your videos?”

This simple question opens up a much bigger conversation about purpose, discoverability, and the role of expertise in helping small businesses thrive in an ever-more commoditized and noise-filled digital world. Over my 30 years as a marketer, web consultant, and trainer, I’ve tackled SEO in all its evolving forms—on websites, blogs, and, of course, YouTube videos. But when it comes to my SB Web Guy channel, my approach might surprise you.

Let’s delve into why I don’t focus on SEO before uploading my videos, what drives my content choices, and why I believe answering the “unpopular” or under-served questions can be a superpower for those dedicated to providing real value.

Understanding the Typical YouTube SEO Advice

Before I explain my approach, it’s worth defining what most people mean when they talk about SEO for YouTube. In the video content world, SEO (Search Engine Optimization) often revolves around:

- Researching popular keywords and trends using tools like VidIQ or Morningfame.

- Analyzing which topics and questions are trending, or have high search volumes but low competition.

- Optimizing video titles, descriptions, and tags for those keywords.

- Adding high-quality thumbnails and using video chapters for engagement.

- Structuring your content to improve watch time and optimize for retention metrics.

- Focusing on high-production value to stand out in crowded niches.

The general logic is simple: Identify what people are already searching for, optimize your content for those terms, and maximize your chances of being discovered by the widest possible audience.

This is a sensible approach if your goal is maximum reach, rapid subscriber growth, or monetization via ad revenue. Many YouTube educators, influencers, and brands rely on these techniques to build their audiences.

But as with all things in marketing, context—and the needs of your target audience—matter.

Going Beyond Keywords: Why I Don’t Pre-SEO My Videos

So, do I SEO my videos before uploading? The short answer is: No—and it’s an intentional decision.

Let me explain the “why” behind my philosophy, especially as it relates to the people I’m trying to serve: small business owners, solopreneurs, and curious self-starters in less-glamorous niches, often struggling to find practical, proven help. Here’s how I approach content creation and why I believe this approach delivers more value.

1. True Value is in the Unanswered Questions

Over the decades, I’ve worked with countless business owners who just want plain-English answers to sticky problems. Often, the most urgent questions they have just aren’t answered anywhere else—not in a five-minute viral video, and not on help forums drowning in jargon.

Many of the issues or “sticking points” I solve simply don’t make it into the mainstream keyword lists or trending topics. Most big creators chase the lowest-hanging fruit—easy-to-rank-for keywords and popular searches. That leaves a vacuum of help for people who need solutions to specialty issues, edge-case tech problems, or business scenarios that don’t fit the average mold.

In other words: Some small business owners aren’t even sure what keywords to search. They’re muddling through, just hoping to stumble on advice from someone who gets it. They’re the reason I make these videos.

2. Serving the Few, Not the Masses

SEO is often about maximizing your “surface area”—casting the widest net possible. But I deliberately aim for depth over breadth. My philosophy is: If my video helps even one person solve a painful, urgent problem, it’s done more good than a generic “top 5 tips” video with tens of thousands of views.

If I climb onboard the trends and keyword tools and abandon these overlooked topics, those niche answers just won’t be found. They’ll be drowned out by a tidal wave of beginner tips and viral fluff. I want to be the person who fills that gap, even if it means my videos reach only a handful of grateful viewers rather than thousands of casual browsers.

3. Sharing Hard-Earned Lessons that Aren’t “Viral”

Much of what I share comes from real struggles—mistakes made, tech headaches solved, discoveries from years of experimentation, and lessons learned from collaborating with top-tier professionals. This accumulated knowledge is the kind of stuff you usually have to dig deep or pay big money to access—think expensive masterminds, consulting calls, or exclusive training.

I want to democratize access to these insights. I remember wishing I’d had someone condense this learning path for me, years ago. Now, I’m paying it forward. These aren’t trendy, quick-win hacks—they’re foundational answers that stand the test of time.

4. Prioritizing Utility Over Production Value

If my mission was to produce viral content or become “YouTube famous,” I’d invest heavily in scripted videos, fancy camerawork, cinematic editing, and all the trappings of influencer culture. But that’s not where I’m coming from.

I believe valuable knowledge, packaged with sincerity, can cut through—even if it’s “low-fi.” I sit down once a week, pull from my real-world work with clients, and choose topics based on what I’ve actually helped people with. This keeps things raw, authentic, and focused on practical outcomes rather than YouTube metrics.

The Weekly Content Process: Building From Real-World Problems

My workflow isn’t driven by keyword research—it’s inspired by actual client experiences and user questions from the previous week. Here’s how it often goes:

1. Reflection: Once a week, I sit down and reflect: Which tricky web issues, automation dilemmas, or marketing hurdles did I solve for clients this week? Which questions kept coming up? What made someone say, “I’ve never heard that before—thank you!”?

2. Topic List: I jot down 7-8 concepts or problems I know are under-served or misunderstood in the wider business community.

3. Video Creation: I film straightforward, “off-the-cuff” videos explaining solutions, tips, or frameworks—using everyday language as if I were talking to a client or friend.

4. Publish & Engage: I upload the videos, using simple, descriptive titles and honest descriptions. My tags aren’t optimized to chase search volume—they’re designed to be clear and help the right person find the right video.

5. Open Feedback: I welcome viewer comments and questions, inviting people to share their own pain points. Many new videos are direct responses to these community queries.

This process is organic, empathetic, and deeply customer-focused. It’s not about growing fast at all costs—it’s about meeting people where they are and helping them advance, one small step at a time.

The Downsides (and Upsides) of Not SEO-Optimizing First

Of course, there are trade-offs to this philosophy. If you’re building a business you intend to sell, looking to build a massive YouTube audience, or have a niche with broad appeal, a finely-tuned SEO-first approach can accelerate your growth. You may leave some audience potential untapped by not playing the algorithm game.

But here’s the upside: If your reputation rests on actually helping people—on your depth of knowledge and your ability to solve real problems—building trust and loyalty in a small, dedicated audience can be its own reward. Clients referred from these “unpopular” videos often turn out to be more motivated, appreciative, and ready to work with you on a deeper level.

What This Means for Your Own Content (and SEO) Strategy

If you’re a small business owner, trainer, consultant, or solo entrepreneur, how do you know whether to focus on SEO or follow a “value-first” content model?

- SEO-First Makes Sense If:

- You’re in a competitive market, and you want to scale rapidly.

- Your expertise overlaps with high-volume topics.

- You have resources for keyword research, professional video editing, and iterative content production.

- Your goal is to monetize through views, sponsorships, or advertising.

- Niche / Value-First Is Powerful If:

- Your ideal client is searching for nuanced, not-well-covered answers.

- You have specialized knowledge gained from deep experience.

- You want to build credibility and long-term relationships, not just traffic.

- You’re comfortable with “slow growth” in exchange for brand authority, referrals, and impact.

Most importantly: Know your why. If you’re genuinely driven to help or to deliver expertise that others can’t, don’t be afraid to swim upstream and serve the overlooked.

Why I Invite Viewer Questions (and Why You Should, Too)

One of the most important lessons from my journey is to create content that answers real, pressing questions—not just those that happen to be popular. That’s why, at the end of my videos (and here on the blog), I encourage anyone to ask questions or describe challenges they’re facing.

Not only does this approach provide a steady stream of authentic content ideas, but it also builds community and demonstrates that you’re not just another “broadcasting expert” but a real partner on the entrepreneurial journey.

If you’re building video, blog, or social content, invite engagement at every turn. Use your experience to fill gaps others aren’t even seeing—your audience will thank you, and you’ll stand out from the pack of generic content generators.

The Quiet Rewards of Specialization

After decades in the trenches, here’s something I know to be true: There are thousands of “YouTube tips,” “web marketing hacks,” and “SEO secrets” educators online. But there are precious few who can troubleshoot, untangle, or develop sustainable strategies for the quirky, custom challenges of the business world.

By providing clear, experience-driven guidance—even if just one person finds and uses it—you build a reputation that lasts long beyond any viral moment.

And that’s what makes all the difference.

Final Thoughts: The Future of Value-Driven Content

As search engines and social platforms increasingly favor slick, high-production “content machines,” there’s never been a better time to focus on authenticity, depth, and specificity.

I do not believe the world needs more echo-chamber tutorials or shallow answers to “what’s trending this week.” What communities—especially business owners—need are battle-tested solutions, frameworks, and a willingness to answer the hard questions.

If you’re on your own journey to create, teach, or help, I hope this inspires you to choose substance over surface, service over self-promotion.

And, as always—if you have a question or a challenge, drop it in the comments or send me an email. Your toughest questions are tomorrow’s best video or blog post.

Thanks for being here and striving to make digital a better, more helpful place. See you next time!