Most businesses know that video can be a powerful tool. Whether you’re providing a helpful how-to demonstration for a product or service, or using humor to show the human, playful side of your brand, video can reach customers in a way that text and even images can’t.
However, if you don’t provide subtitles, you defeat the whole purpose of using video.
In some instances, a really funny and clever video doesn’t need help. It’ll catch on and go viral on its own. But this is the exception to the rule. Every other video effort needs a strategy. You always want to provide value to your customers, but you also need to optimize it with subtitles, or it may not rank very well in search engine results.
To put it into context, check out some of the benefits of subtitling your videos.
Longer view times
In an ideal world, users will watch your whole video. However, think about your own viewing habits for a second. How often do you watch a brand’s video from start to finish? Most of us get the gist and move on. So how do you keep people hooked for the duration?
According to research provided by Reel SEO, adding subtitles can increase users’ viewing times by 40%. And in instances where subtitles were used, 80% of users watched the entire thing. Not only can this help you deliver your message in full, it’ll ensure that the viewer sees an end-of-video call to action, if you have one. To guarantee that you get an accurate transcription, make sure that you use a reliable subtitling company.
Search engine fodder
Search engines rank websites for their content. Based on your text, images and videos, they can connect users’ search queries with your online presence. While Google uses video in search results, it can’t rank it based on visual and audio content alone. This is where subtitling comes in.
You need to provide search engines with copy. By transcribing the dialogue and action of the video and printing it within the video or on your website, you can successfully inform the search engine about the content. With a little planning, you can even use keywords to help your site rank better.
Improved user experience
When adding a video to your website – or any content for that matter – you should bare in mind search engine optimization, but you also can’t forget about the user experience. Stuffing your video caption with words and phrases aimed at scoring with search engines may actually backfire (Google will penalize you), and it will certainly turn off users. Captioning should always be used to enhance the user experience. Whether a person is impaired, prefers to read content rather than watch it, or likes to have a textual reference for what they’re viewing, adding a caption can dramatically improve the watch-ability of your video.
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.