Most businesses know that simply having a website isn’t enough; they need to optimize it. In an ideal world, your awesome company will draw search traffic on the strength of its jaw-dropping content alone. But in reality, that’s probably not going to happen without a little help.
Keywords, meta titles and internal linking are solid, basic ways to guide search engine spiders through your site. But there’s one successful tactic in particular that’s specific to sites with video content: transcription. Providing text translations of your videos can give you an S.E.O. edge over the competition. If you’re unsure if you want to invest time and money, here are a few benefits of transcription to consider first.
Video improves rank
When Google started adding video to its search engine results, the message was clear: video is valuable. For the visitors to your site, it enhances their experience. Video has become an enormously popular medium online. Its familiarity draws people in, and provides another way for them to receive your content. Google sensed this early on, hence the presumed change to their algorithm. Additionally, adding a transcription to your video doubles your S.E.O. efforts. You’ve given the search engine spiders more content to crawl, augmenting their understanding and evaluation of your site.
While a transcription can help with the S.E.O. power of the page from where the video is hosted, it can also add a boost to other pages as well. For longer videos, your transcription will most likely have several pages. Take advantage of this. Optimize each individual page with its own keyword. Plus, more pages means more chances to cross-link within your site.
However, if you’re not familiar with this process, you may want to consider using proven subtitling services. Companies that specialize in transcription can give you an accurate rendering of your video or other digital asset, and may be able to advise you on how to utilize its S.E.O. potential.
Having video on your site is great… now how do you get people to watch it? It certainly helps if the content is relevant and appealing to watch on its own, but another great way to ensure that people interact with it is through transcription. Not everyone is a visual learner. Someone who prefers to read along while the video plays will stay on your site longer if you provide accompanying text. For pages with video, Google values longer view times. Make yours as accessible as possible. Not only will it give people more reason to hang out on your site for longer, it’ll also increase the chances of someone sharing the video online, creating a potentially great backlink opportunity.
Extra content – for free
Offering new, relevant content to your visitors can be tough, but according to Google, it’s necessary in order to compete online. An extra benefit of video transcription is that you now have a document from which you can build. Take some transcribed text about a given topic and spin it into a blog post. It’s already partially written; you just have to tweak and expand on it with your expertise. You now have additional site content at no extra cost to you.
By now you know that more and more businesses are moving online. Sure, some traditional brick and mortar companies have accompanying e-stores, but many businesses now exist completely in the digital space. The cost of running a website is much cheaper than the alternative, and one less barrier to entry into the market.
Of course, to be successful, people have to know you exist. The disadvantage of the internet is that it’s incredibly crowded and competitive. Most likely, people aren’t just going to find you accidentally. You need to drive your brand in their direction. A great product helps of course, but without proper optimization of your website, search engines like Google won’t know how to connect you to your customers.
Here are some tips to ensure that your site doesn’t get lost in the noise of the internet.
Video has taken the web by storm (or by hurricane, depending on which metaphor you prefer). Its rise in popularity has provided an opportunity for businesses to reach their customers. Meanwhile, Google has added more videos to their search engine results, indicating that it values video on a website.
While this is now fairly common knowledge, what people don’t necessarily know is that video alone doesn’t dramatically help your search engine rank. You have to transcribe video to text if you really want to improve your visibility online. Think about it. A transcription not only makes the video more user-friendly, it provides text for search engines to index.
Keywords are perhaps the basis for on-site optimization. They help Google, Bing and Yahoo understand and categorize your service and location. When (re)-launching any site, it’s important to conduct research into which words and phrases are going to help you the most. AdWords is a good place to start. It’ll provide you with all the information you need to help you stand out among the online competition.
Adding content to your site is critical. Of course, constantly changing the fixtures like the Home or About Us pages would be a hassle and probably drive you crazy. The easiest way to update your content is through a blog. By their nature, blogs are supposed to be refreshed often. By adding new posts, you communicate to the search engines that your site is actively trying to provide value to your customers. Together with the right optimization, you may soon see more traffic coming to your site.
Internally linking to your site is a good way to boost your profile, but you can’t rely on internal links alone to promote brand awareness. A great way to improve your website’s status is through a backlink, or link set on another site that directs people to you.
Again, it comes back to how much value that you’re offering. When search engines see that other sites are pointing to you, they assume that you’re providing the internet with a valuable service. Important: if you have a relationship with another site and want to ask them to post a link to you, make sure it has a good reputation. The more legitimate the site is, the more valuable you’ll look.
Despite our ever-growing digital landscape, a lot of people still think of transcription in limited terms. Sure, you can transcribe court proceedings or notes from a meeting, but there are so many other options now. And these days you don’t just need them for convenience, but to boost your visibility on the web as well.
We’ve written before about the importance of S.E.O. (search engine optimization), and can’t stress it enough. Adding a text version of your media file is crucial in helping your rank among search engine results. It will assist the so-called spiders to crawl your website, and figure out what your content is all about.
For example, if you transcribe video, you’ve given the spiders not just one but two sources to examine. They can more accurately place you in front of someone who’s searching for your specific service.
But while video is a popular choice, let’s not overlook the many other modes that businesses increasingly use every day. If these categories aren’t all relevant to you now, perhaps you should consider how they might benefit you.
To stand out, more and more professionals are positing themselves as thought leaders. Podcasts are a great medium for this. You can record yourself talking intelligently about a specific topic relevant to your industry (probably with a guest), and make it available to stream or download from your website. Then, get an extra bang for your S.E.O. buck by transcribing the conversation into text!
These are a no brainer. A researched, coherent presentation is ripe for video, but transcription as well. Despite video’s popularity, some people just prefer to read information instead. With an accompanying text version, you satisfy both types of needs, while also establishing yourself as an expert on the presentation’s topic.
Q & A sessions typically follow presentations, and they’re more unpredictable. But that doesn’t mean they don’t provide valuable information. In fact, sometimes they can produce lively conversation that a visitor to your site may find useful or entertaining.
Like Q & As, testimonials give users a great way to engage with and speak about your business. In the age of social media, consumers and other businesses alike will expect you to directly interact with them. So be prepared: if someone wants to give you a glowing review over the phone or in person, make sure you record it. Once it’s converted to text on your site, your visitors will not only see a positive review, but that you’re keeping up with digital trends as well.
Google+ sometimes gets dismissed among social media sites. It tends to be less popular than, say, Facebook. But it’s still a great source for S.E.O. authority. Many businesses have turned to the Hangouts function as a way to interact remotely with other employees or clients. Make sure you record these sessions so that you can post a readable version on your site.