Online videos have taken over and become a critical part of content marketing. In 2015, social videos were shared 1200% more than text and images put together, and in 2016, 96% of business-to-business organizations used video as a part of their marketing campaigns. Video allows marketers to exhibit their products and services. It is a dynamic medium and helps firms carve out their brand better than conventional, "static" web content.
Businesses depend on videos to increase content engagement because videos are searchable, shareable, and can steer users to a planned target. If found through a keyword search or on social media, videos procure traffic to a webpage or form. With posts with videos, there is maximum organic Facebook engagement. However, whether you are impressing customers, informing prospects, or generating new leads through a channel, ensuring that your video is easily searchable is critical. This is where text plays a crucial role. A good SEO strategy is dependent on keywords. Therefore, video transcripts need text for spoken content to ensure that your website is searchable and gets high ranks among search engines.
Search Engine Optimization (SEO) aims to increase the quality and quantity of website traffic and brand exposure through organic search engine results. It heavily depends on keyword queries. Meta descriptions and video tags often cannot offer essential details. In contrast, video transcripts can provide the complete spoken content of the video in text format. Transcripts enable search engines to gain an in-depth understanding of the video content. Video transcripts are essential to augment a site's keyword density for the required terms.
Using a transcript below a video is a simple and natural method of incorporating keywords in a page instead of other practices like keyword stuffing which can often backfire. However, with video transcripts, a strong video SEO strategy can easily be created as transcripts can effortlessly include primary, secondary, and tertiary keywords. Some more key advantages of transcripts are discussed here.
Video transcription, if implemented properly, can be a useful tool to help with your content tracking metrics. However, the transcript must be precise because any discrepancy between video content and transcript can be considered misleading to your customers. This can increase your website's bounce rate where visitors find the actual video content not matching their search queries and leave your site. Add accurate transcripts to your video to attract genuine customers and decrease bounce rates.
For longer videos of events like webinar recordings, where several words are spoken, accurate video transcripts have benefits similar to long-form blog posts. Pages containing more than 2,000 words have higher chances of being positioned among the first ten search results on Google. Webpages having transcripts below the related videos can act as a long-form blog post. They contain several keywords spoken in the video that will match a unique search query. Site visitors may not always read the transcripts. However, if their preferred keyword or text is repeated multiple times on your page, the chances of finding your video in their top search results increase.
Videos can engage audiences better. They can ensure that people stay on your page longer, thus improving the average "time on page" metric throughout your website. This also increases the chances of people browsing your website and finding other content that they may find appealing.
Transcripts can help you gauge and strengthen your keyword strategy. If you create a video landing page targeting the keyword phrase "analytics software," but the term "social media analytics data" is frequently used in the video, you might want to tweak the page's video SEO elements to target this long tail phrasing which seems more appropriate. You can also build specific pages for every video and customize the keywords and on-page content to match the concerned video appropriately. This would mean customizing elements like the page's URL structure, title, h1 and h2 headers, page content, anchor text, etc., would integrate the keyword phrase.
Highly inaccurate transcripts might misguide visitors and consequently hamper your credibility with Google. Using an automatically-generated transcript or caption can put you at risk for the same because, at max, they are 80% accurate. They can be 50% accurate in the worst cases. Any site which seems to use "aggressive spam techniques" that include "automatically generated gibberish," "cloaking, "sourcing content from other sites, and even indulging in multiple counts of or "egregious violations of Google's Webmaster Guidelines," as Pure Spam. Thus, automatically generated transcripts can have adverse effects on your site SEO.
Videos add a human touch to the Web search world that cannot be replicated by AI and are often the preferred method of content consumption. Search engines can gauge these signs. However, irrespective of the video content, i.e., whether the video is a webinar, product demonstration, or anything else, they need to be digestible by the search engines, and transcripts help achieve this.
Human transcriptionists can create highly accurate transcripts, which can engage audiences longer. That's because, unlike AI, human transcriptionists can understand elements like the speaker's body language, gestures, accents, non-verbal cues, words pronounced incorrectly, and more.
GMR Transcription is a professional transcription services company providing 100% human transcription services. Our service range includes webinar and video transcription services. We provide accurate transcripts within quick deadlines at affordable prices.