You probably have a grasp of the SEO basics, don’t you? Researching keywords, optimizing your website, assessing outcomes, and refining strategies are foundational steps that everyone should embrace to ramp up leads and amplify conversion rates.
In addition, implementing video schema markup and embedding videos stand as potent techniques for fortifying your SEO. However, today’s discussion wheel is in a different direction. We are here to shed light on the utilization of video transcript SEO.
This approach elevates your visibility, and its significance is even more pronounced in today’s landscape, given the central role video plays in online marketing.
A majority of surveyed marketers recognize the paramount importance of video marketing. According to research findings, a staggering 91 percent of businesses employ video marketing, with 96 percent categorizing it as an “essential component” of their marketing strategy.
Video transcription involves converting the spoken content of your video into written text, accomplished through automatic speech recognition technology, human transcriptionists, or a blend of both approaches. Without video transcription, your videos depend solely on audiovisual elements to communicate information.
Why do video publishers transcribe their content? Well, there are many reasons for that.
Offering a transcript has been proven to make your videos more easily found on search engines (SEO).
A study looked at how web pages with video transcripts ranked in searches. In less than a month, these pages climbed up the rankings on Yahoo and Bing for a specific keyword. They went from not being listed to reaching the 14th, 9th, and 11th positions.
When This American Life added video transcriptions to their web pages, they got more people visiting and engaging with their content. An impressive 6.26% of all the unique visitors coming from searches landed on a transcript page.
Because search engines can’t understand videos, transcripts give them a text to understand and rank. Transcripts make your videos easier to find on the internet and within your website or archive.
Transcripts are also useful for your SEO keyword strategy. You can look at the transcript to find important keywords from your video. Then, you can adjust your video’s on-page SEO to match those keywords.
When someone can read your video transcript, it can improve their experience. People learn in different ways. So, having a transcript gives viewers an extra choice for understanding your video’s information.
Transcripts also make it simple to search for specific keywords or topics in the video. Let’s look at two more ways transcripts can make the user experience better:
Transcripts help search engines find your videos, and you can also add a search feature on your website. For example, you can use a playlist search tool to look through all your videos for certain words and quickly jump to the part where those words are said. Searchable transcripts are helpful for researchers, but they’re good for regular people too.
You can also create an interactive transcript for your video. This kind of transcript shows words as they’re spoken in the video. This keeps the viewer interested and helps them understand better because they can read and hear at the same time. If the viewer clicks on the text, they can jump to that exact part of the video. This is much easier than trying to remember time points while watching.
The more people who can watch your videos, the more views you’ll get. So, who else becomes part of your audience when you include video transcripts?
Deaf and hard-of-hearing viewers:
People who can’t hear or have trouble hearing can’t understand your videos unless there’s text included. A video transcript doesn’t just show the speech; it should also include details like who’s speaking and important sounds like laughter or silence.
To make sure deaf and hard-of-hearing people can also enjoy your videos, you can use the transcript to create closed captions.
It’s not just a nice thing to do—many organizations must make their online videos accessible. Different places have different accessibility laws. However, federal law says that videos for federal agencies need to have transcripts and captions. This rule also applies to broadcast media and places where the public goes, like museums, libraries, and universities.
Viewers in sound-prohibitive environments:
In 2021, a study discovered that 31% of adults in the U.S. are online “almost all the time.” In 2018, research showed that we spend almost half of our lives online, watching TV, or using our phones.
Now, think about all the people who find your videos on their phones while riding the train to work, waiting in line at the post office, or eating lunch in a busy cafeteria. Not every place is suitable for listening to audio. A transcript gives your viewers another way to understand your content, preventing them from leaving your site.
Non-native English speakers:
Video transcripts are useful for people who are learning English. The transcript helps them understand the words better and can be used to learn spelling. It’s like a helpful guide for studying.
Video transcript SEO is really helpful, and it does a lot to make your site more visible.
- Firstly, transcripts make your videos reach more people, including those who are Deaf or hard of hearing or those who like watching without sound.
- If want your videos to display on search engines, Add transcripts. They help search engines understand your video and put it in search results. You can even see which of your videos are indexed in Google Search Console.
- Transcripts are also great for readers. They can quickly check what the video is about without watching the whole thing. This can make them like your content more and help your video SEO.
- You can use transcripts to add links to other related content on your website. If you have more stuff that goes with your transcripts and gives more info, link to it. It keeps visitors stay longer on your site.
- Transcripts also have useful words and phrases that you can use to make your videos better for search engines and get them higher in search results.
- Lastly, captions can increase video views a lot, about 80 percent, according to Sendible. Also, captions make your video content searchable for search engines, so they’re more likely to put your content in their results.
You can also include transcripts in your bigger plan for SEO and content. For example, you can use them to make different types of written and visual stuff like:
- Blogs and eBooks
- Quotes for social media
So, we know that using video transcript SEO can be really good for your website. But how do you start doing it? One way is to transcribe manually: just type down everything you hear in the video. But remember, this takes a lot of time because you have to type, edit, and make it look right.
But if manual work isn’t your thing, no worries! There are other ways to do it. You can try:
- Mobile apps: Apps like Otter and Trint are good for transcription on your phone.
- Google’s automatic captions: YouTube can make automatic captions for your videos, but you should check how good they are before using them.
- Speech software: Tools like Dragon Naturally Speaking help you talk out the transcript, but you still need to edit and format it.
- Free tools: Websites like Descript and oTranscribe can help you transcribe.
- Google Docs: If you use Google Chrome, you can use its free voice typing. Just open a document, go to “tools,” choose “voice typing,” and start talking.
- Speech-to-text tools: There are many tools like Amazon Transcribe and Deepgram. Deepgram even gives you some free credit when you sign up.
- Video editors: Software like Adobe Premiere Pro lets you transcribe and add captions to your videos.
Remember, there are lots of ways to transcribe, so find the one that suits you best!
Once you have the right tools, remember to follow some good tips for your video transcript SEO. These tips will help you show up better on search engines.
Here are some things you can do to make your video transcriptions better for SEO:
- Put in keywords and phrases that make sense. For example, if your website talks about healthy aging, you can use words like “tips for staying healthy while aging” or “advice for aging well.”
- Use different keywords and phrases in your transcript, but don’t use too many. It’s not good to stuff too many keywords without making sense.
- Try to start sentences and paragraphs with keywords when you can. You can use a tool to find good keywords.
- Make sure the transcript matches the audio and fix any mistakes.
- Use a mix of main, extra, and long keywords.
- Make your SEO even better by using the transcript to make blog posts, case studies, and infographics, and more.
Apart from helping with video transcript SEO, there’s another good reason to use transcriptions and closed captions in your videos. When more people can understand your content, your message can reach a bigger audience. Providing transcripts helps people who have trouble hearing or who are Deaf.
We could tell you lots of numbers, but let’s put it in perspective: around 25.4 million people have a bit of difficulty hearing. By offering transcripts, you can make sure they can access your content.
While there’s a bit of debate about the exact rules, there are some guidelines for when your media needs a transcript. If you’re not sure about what you need to do, it might be a good idea to ask an expert.