Video SEO: Transcript Tips for YouTube and Content Marketing [VIDEO Part II]

July 18, 2013 BY SHANNON K. MURPHY
Updated: February 6, 2018

Last week we published our first video post, an introductory clip about video SEO. This interview covered the importance of transcripts in video marketing and how to publish video transcripts for the best SEO boost. Today 3Play Media Content Marketing Manager, Shannon Murphy and Web Video Marketing Council (WVMC) Research Director, Paul Ritter continue their conversation in the video above. The interview covers video SEO strategies and nuances of marketing on YouTube. The WVMC is regarded as a terrific resource for video marketing strategy and emerging trends. We are happy to be a part of this series and hope to produce more video how-to’s in the future.

Below is a summary of the information discussed in the interview. Alternatively, download the transcript using the appropriate button within the interactive transcript above.

The Future of Video Marketing

What are some interesting ways marketers are taking advantage of video transcripts?

Many brands are doing amazing outreach with video, but many marketers fail to realize transcripts can do so much more. Murphy explains that one of her top priorities as Content Marketing Manager for 3Play Media is helping the marketing community to understand that videos can be a starting point for content creation and targeted inbound marketing efforts. She outlines how to leverage video content for content marketing through video transcripts and derivative content.

After a video has been transcribed, consider taking that transcript and boosting SEO by creating useful, shareable content. Some uses for video transcripts include:

  • Blogs
  • Infographics
  • Whitepapers
  • Fact sheets
  • Website copy

In summary, make video transcripts your content marketing shortcut! Read more: Webinar Transcription: Using Video Transcripts to Increase SEO and Market Content

Video Marketing and YouTube

How are marketers optimizing YouTube?

More than 600 online survey respondents, comprised of senior marketing personnel, provided feedback to the WVMC and ReelSEO about their video marketing strategies. Trends showed wider adoption of video into email marketing, social media and content creation.

Of the respondents, 65%, or almost 2/3 of the respondents in the recent ReelSEO and Web Video Marketing survey have posted YouTube videos on their websites.

Optimizing Video through Video Embeds and YouTube

Can you share some SEO best practices for using transcripts with YouTube?

What is the best way to embed videos on company sites?

Optimizing your website through video and YouTube optimization produce different results. The former grows traffic and drives leads whereas the latter drives viewership and branding. Your strategy should be based on your marketing goals.

Eight out of 10 video results are YouTube videos. This is a double-edged sword. YouTube should absolutely be part of your video SEO strategy, but you should be careful not to cannibalize your website traffic, if that’s important to you. Murphy outlines the following steps for authority driven SEO goals:

  1. Embed the video on your site first through a non-YouTube player.
  2. Optimize this video landing page with a keyword strategy and a video transcripts
  3. After promotion and traffic have waned, place your video on YouTube.
  4. Optimize your YouTube video page using keyword variances and adding captions.

What is the benefit of adding captions to YouTube videos?

What many marketers don’t know is that captions are indexed by Google and YouTube. As Murphy explains, if you search for a phrase you know to appear within a captioned video in quotes, Google will display a result that allows you to jump to the exact point in the video where that phrase was spoken (deep linking). This is not a new development for YouTube, but it’s seldom taken advantage of. Get ahead of the curve now!

Read More: Video SEO Series: 7 Key Benefits of Web Video Transcripts & Captions

3Play Media and ReelSEO at the ReelSEO Video Summit

Want to learn more video marketing techniques? Check out the ReelSEO Video Summit in San Francisco July 25th and 26th. 3Play Media’s Tole Khesin will be hosting a pre-summit event with Mark Robertson and Greg Jarboe, titled YouTube Marketing Best Practices. Grab your seat for ReelSummit now to learn advanced concepts in video SEO, video marketing, and best practices for video transcripts. See you in San Francisco! #Vsummit

PAUL RITTER: Hi, and welcome to another edition of Video Best Practices, a webcast series brought to you by Interactive Media Strategies. I’m your host, Paul Ritter. Today’s webcast is a continuation of the Best Practices for Video SEO series and features an interview with Shannon Murphy, Content Marketing Manager with 3Play Media. Shannon and I are discussing the value of incorporating captions and transcripts of videos that organizations produce for posting online either for use on YouTube or for embedding on their own websites or for social media sites.

What are some of the ways and some of the things that you’re seeing for companies that are taking advantage of transcripts from their videos and using the content in other ways, particularly for marketers and others that are involved in their external outreach and website initiatives?

SHANNON MURPHY: Well, my recommendation– and I think this is still a little new for most people. Polling those in SEO out there, it doesn’t seem that a lot of people are embracing this yet. But I’d like to see this change. And that’s using video as your starting point and then using transcripts to create derivative context.

We hear so much about content marketing, inbound marketing, entertaining and informing people by putting really great content out there. And for many people, that means blogs, white papers, infographics. And then they feel as if they need to scale up to video.

I think you and I know more so, especially as audience with the Web Video Marketing Council, understands that you don’t have to make a huge investment to be able to produce great video. And if you were then to get that video transcribed, all of this information that you have as a resource you then can make into a summary blogs or white papers, fact sheets– essentially creating a really great shortcut using transcripts to take all of that spoken content and make derivative works.

PAUL RITTER: We’re seeing a lot of companies taking advantage of YouTube as a channel for posting their videos for others to see, and to embed YouTube videos on their organization’s own website. 65%, or almost 2/3 of the respondents in the recent ReelSEO and Web Video Marketing survey have posted YouTube videos on their websites. Shannon, I know you’ve got some really great thoughts on the concept of embedding videos on YouTube and on company websites. So what recommendations can you share about how and when people should be thinking about posting videos online or on YouTube or on their own websites when it comes to really maximizing the video SEO benefits?

SHANNON MURPHY: It seems right now video SEO, the definition can differ depending on who you’re talking to. There’s some out there who consider video SEO to go hand in hand with YouTube and getting views. I consider video SEO to be predominantly about the SEO goal of getting more traffic to your website.

So YouTube is a great platform if you are going for branding and viewership. But if you are looking to increase traffic and use video as a gateway to your site for more visits, longer visit time, and potentially downloading of more materials and generating leads, I think it’s really important to consider using video platforms that you can embed on your site as original content– not that you can’t do this for YouTube. But it’s not necessarily going to help your SEO if you’re placing that video first on YouTube and letting Google have all of that keyword juice. Since 8 out of 10 video results are typically YouTube,

I don’t think it can be ignored. But it’s really smart to first embed on your own site and build out pages based around those keywords. And then, maybe after you’ve maxed out any potential views, then seed it on YouTube and expose yourself to another viewership market.

Another point that I would like to make concerning seeding your content on YouTube is that after you do that, it would be smart to differentiate your titles slightly, and not use the exact same title that you use on your business website as well. This way you’re not creating a video on YouTube that is ranking for the exact same title phrase as the video you have on your own site. So don’t compete with yourself.

And additionally, it would behoove you to add captions to your YouTube video. This will allow Google to index your YouTube video. And actually, if you search for a phrase within quotes in Google of a YouTube video, often it will index it, actually, down to the time where that phrase was spoken. And once you click through, you can go right to that part within the video on YouTube. So some really cool, interesting things that YouTube is doing with that time-synced text data that you have when you add a captions file to your YouTube video.

PAUL RITTER: Shannon, I know that 3Play Media is a sponsor of the upcoming Video Marketing Summit being held by ReelSEO in San Francisco. What is the role that 3Play Media is taking? And how is your organization involved in the event?

SHANNON MURPHY: Yeah, so we will be sponsoring the Reel Summit. It’s happening July 25 and 26 in San Francisco. Our VP of marketing, Tole Khesin, will be in attendance. And he’ll be there presenting on video SEO and the applications of transcripts with video.

PAUL RITTER: Great. Well, we look forward to seeing that. And people, if they’re interested in registering for the event, they can go to to get a full overview of the agenda and the various speakers and the sponsors, like 3Play Media. So I encourage people to do that. Thanks a lot, Shannon, for sharing some of your thoughts and insights on video SEO best practices, and ways that companies can really leverage the use of video transcripts and captions.

SHANNON MURPHY: Yes, absolutely. Thank you.

PAUL RITTER: And thanks to all of you for watching today’s webcast that’s part of the Video Best Practices series from Interactive Media Strategies. I’m Paul Ritter. And we’ll see you next time.

Read the free report: 2017 State of Captioning.

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