Webinar Transcription: Using Video Transcripts to Increase SEO and Marketing Content
Marketing evolves with technology, and new developments produce innovative ways to engage with potential customers. Think of Vine.The six second video clip tool from Twitter has been employed by major brands such as The Home Depot, Gap, and Taco Bell. Social media, blogging, white papers, apps, and videos have all created opportunities for branding and building thought leadership. The webinar, however, is still a steadfast favorite, embraced by both sales and marketing as a low-cost lead generation tool. A down economy and cuts in corporate travel budgets have only furthered the popularity of this important presentation tool. But are marketers making the most of webinars post production?
There are many ways to put a webinar to work after you stop recording. Sure, you can e-mail to a huge list, but have you thought about how to best optimize recorded webinars for SEO exposure? Keep reading to learn how SEO objectives regarding relevance and authority can be achieved through webinar transcription.
Why Webinars are a Perfect Fit for Video SEO Strategy
Why does a company decide to host a webinar? In some cases it is to build brand awareness and influence. Other times, it serves as a lead generation tool and also qualifies prospects, moving them through the sales funnel. Webinars can also be a great way to engage current customers, ensuring a longer customer lifetime. With SEO and content development, your website becomes a portal for these same sales-driven interactions. Video SEO is about being found, yes, but user experience is increasingly important for good search standings. As most marketers know, the most successful and enviable brands market through experiences.
So don’t throw your webinars into the vault, consider how targeted video SEO efforts with transcription can further your marketing initiatives and keep more potential customers engaged.
How Video Transcripts Bring More Eyes to Your Webinar
Search Engines Love Text: Transcripts are a textual representation of the spoken content in a video. Search engines crawl the internet looking for textual indicators, or sign posts as a way to discern the content of each page online. Transcripts aren’t a map, but turn-by-turn directions leading the way. A simple summary of a webinar video supplies search engines with very little context in comparison to transcripts, which allow for a stronger keyword density. In fact, it might surprise you to learn that a typical hour-long webinar yields roughly 10,000 words of keyword-rich content that is both relevant and unique. This attention to detail can pay off. Search engines index these transcripts, so that pages with transcripts earn, on average, 16% more revenue than they did before transcripts.
Interactive Transcripts Add to the User Experience: The most practiced SEO experts will tell you that increasing web traffic is becoming about more than search results. It’s about creating the optimum user experience. This means a clear navigation, up-to-date site architecture, quick load time, and a longer than average time on site. These elements stand to become ever more vital as tablets and cell phones take over as the majority of browsing devices. Interactive transcripts contribute to a great user experience, increasing engagement and allowing visitors to choose their content medium. In fact, where captions or subtitles are present, 84% of viewers will watch a video to completion. Engagement and user experience are significant because Google search rewards videos and pages that have longer view times, inferring the information is relevant. On our own site, visitors can watch a Best Practices for Automatic Transcript Alignment Webinar, complete with an interactive transcript and captions, or click through to a paginated webinar transcript with headings, links, and a formatted Q&A section. Options and flexibility are paramount in a great website user experience.
Paginated Transcripts Create Linking Opportunities: After transcribing your webinar, consider how a paginated transcript can further your off-page SEO, adding to site size, structure, and links. By paginating your transcripts, you can create content pages that are laser focused. There will be natural shifts in the webinar, so why not create shorter pages with titles, headers, and relevant internal links that match these topics? Treat your transcripts like you would any other page on your site. See: Video SEO Series: Best Practices for Linking Your Video Transcript
Transcripts Facilitate Deep Linking on YouTube: With 8 out of every 10 video search results coming from YouTube, the video giant cannot be ignored. If you are placing your video on YouTube, don’t forget captions. Captions are indexed by Google and YouTube, boosting SEO rankings with both search engines. Google will index each word with the assigned time stamp. This means that if you search a phrase in quotes, the search results returned will allow you to start watching a video at the exact moment that phrase is uttered. This is also called deep linking.
What If My Webinars Are Behind a Form?
If you are placing your webinars behind a form, you can still take advantage of the text power of transcripts. The webinar landing page should include the thumbnail, abstract, speakers, and most importantly, a transcript. Google will index all this information, allowing your audience to find the landing page, all the while requiring a form completion to watch. Don’t worry about losing leads or dispensing valuable information for “free”; a form is still the path of least resistance when compared to reading a 10,000 word transcript. See strategies on how to best optimize your transcripts on landing pages by reading Why SEO is Important for Subscription and Paywall Sites + How Transcripts and Captions Can Help Monetize
How Translated Transcripts Further International SEO
Video transcripts bridge the gap between the dynamic medium of video and the text content search engines crave. Translated transcripts are increasingly valuable to global companies, linking corporate video content to new international audiences. When products and services don’t change no matter the location, translated transcripts and video subtitles connect brand messaging to a new market.
Transcription is the first step to translation. Once a file has been transcribed, it can easily be translated into any language. Users can toggle between numerous languages, and these translated transcripts can be indexed by local search engines. To learn SEO tactics for multi-language transcripts and captions, as well as how to add multi-language subtitles to your video sitemap, see our article: SEO Best Practices for Video Translation.
What Webinar Transcripts Mean for Content Marketing
So far we have discussed video SEO and transcripts under the premise of online discovery. But keywords aren’t the magic elixir for sustained SEO health. Content marketing uses informative and engaging content to drive traffic, social shares, and links for search engine rankings. Where do transcripts fit into this? Simply put, webinar transcripts allow content marketing efforts to scale effectively. A transcribed webinar contains a wealth of information that, because it’s in a text form, can be edited, restructured, built upon, and published in a variety of ways. Typical webinar follow-up seems to fall into one of two appeals: watch the recorded webinar, OR request a demo. Break away from the mundane and try some of these content generation methods.
Content Marketing Uses for Webinar Transcripts
- Product & support documentation: Could your website information use a little polishing, but you haven’t gotten around to it? Updating website content can be a burdensome task! Use a webinar transcript as your shortcut. For some websites, the conversational tone yielded by a webinar transcript could be beneficial when trying to humanize a brand. More demonstrative webinars yield transcripts that can be used for step-by-step support documentation.
- Whitepapers: Depending on how in-depth the content of your webinar, transcripts are a great starting point to create a guide. A webinar series however, has the potential to become a chaptered e-book!
- Case studies: If you’ve invited a customer or partner on a webinar, grabbing sound bites from a transcript can be a fantastic basis for a testimonial or case study.
- Event summary blogs: Why email a webinar recording when you can send along a blog post that summarizes the key takeaways of the discussion? With transcripts, creating blog content is much easier.
- Infographic content: If your webinar cites numerous studies and stats, or covers the history of a topic, consider taking the transcript and sending the text off to be made into an interesting infographic.
- Slideshare transcripts: Slideshare allows for the ability to add a plain text transcript to your presentation page. Since these viewers will be lacking audio, give them the whole picture. This is a great option to take advantage of for accessibility purposes as well as UX.
Content marketing is gaining popularity. It grew out of the popularity of SEO and the belief that informative, engaging, and unique content is the way to climb to the top of the search engine results page. Video has aided in this by bringing dynamic content to users, and webinars certainly have proved their worth by providing a low cost means for customer acquisition. But to stay competitive in video SEO, marketing professionals need to bridge the gap. Transcripts link unique text content to video, but also provide additional content marketing opportunities that savvy marketers can publish, email, and share. How hard are your webinars working for you?