Webinar Marketing: How Webinar Transcripts Increase SEO and Make Life Easier for Marketers
Updated: June 17, 2019
Are you getting the most out of your webinars?
If you aren’t transcribing them, then the answer is ‘no.’
Webinars are a great low-cost solution to capture leads and engage with an audience in real time. But once the webinar is over, you’re not done yet. You’ve got a video recording that is ripe for search engine optimization – improving your overall webinar marketing.
A simple hack to milking your webinars for SEO: transcription.
Transcription is key for effective webinar marketing. Transcripts help to increase SEO and can be used to create derivative content.
- Search engines love text
- Interactive transcripts enhance user experience
- Paginated transcripts create linking opportunities
- Transcripts & captions improve YouTube SEO
- Transcripts can be used to create white papers, blogs, web content, case studies, and infographics
How Webinar Transcripts Attract More Traffic
Once your webinar concludes, you’re left with a video recording of the presentation, usually a mix of audio and timed slide decks.
You can submit that video file to a professional transcription company and get a complete, accurate transcript of your webinar to repurpose for SEO .
Adding transcription to your webinar marketing optimizes them for SEO, attracting more leads to capture and convert.
Here are the main ways that webinar transcripts can improve your search rank.
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 to discern the content of each page.
A simple summary of a webinar video supplies search engines with very little context in comparison to transcripts, which naturally contain higher keyword density. A typical hour-long webinar yields roughly 10,000 words of keyword-rich, unique content.
When search engines index these transcripts, they make your page valuable for more long-tail keyword phrases.
This has a proven ROI, too. A Liveclicker study found that pages with transcripts earn, on average, 16% more revenue than they did before transcripts were added.
Interactive Transcripts Enhance User Experience
A key part of search engine optimization is offering a great user experience. Positive UX lengthens time on site, which heavily impacts SERP position.
You can make your webinar recording more engaging and navigable by adding an interactive transcript.
An interactive transcript holds viewers’ attention be highlighting words as they are spoken, scrolling along with the video, and tracking what has been played. Users can easily navigate the recording by clicking to a word and jumping to that spot in the video, or by searching for a keyword in the search bar.
By improving your UX, you are also improving your webinar marketing.
What If My Webinars Are Behind a Form?
If forms are part of your webinar marketin strategy, you can still enjoy the SEO benefits of transcripts.
Publish your transcript on the webinar landing page while keeping the video recording gated.
That way Google will index the full text, allowing your audience to find the landing page more easily.
Paginated Transcripts Create Linking Opportunities
A webinar transcript can be quite long, so consider how a paginated transcript can improve your off-page SEO.
Just as a news site will break up a long story over several pages, paginated webinar transcripts increase overall site size and internal linking opportunities.
Plus, you can split up the transcripts by section or topic so that your content is laser-focused.
For example, if your webinar features presentations for three different speakers, it makes sense to split your pages when the speaker changes. This can make a long transcript more easily digestible for readers.
Transcripts & Captions Improve YouTube SEO
If you publish your webinar recordings on YouTube, then you’ll definitely want to transcribe your webinar.
YouTube lets you upload transcripts to your video and then adjust the timings so that closed captions are available.
Closed captions are indexed by Google and YouTube, boosting SEO rankings with both search engines.
How Translated Webinars Attract International Traffic
Translated webinar content transcends language barriers and helps you penetrate international markets.
Transcription is the first step to translation. Once a file has been transcribed, it can easily be translated into other languages.
Publishing webinar transcripts in other languages will attract customers who otherwise would not have understood your content. Turn that transcript into subtitles, and you’ve just made your webinar recording accessible to an international audience.
Your webinar page can then get indexed and rank in search results in those languages. Non-English search queries tend to have less competition, so you’re more likely to be discovered.
How Webinar Transcripts Make Content Marketers’ Lives Easier
Webinar transcripts allow content marketing efforts to scale effectively.
A transcribed webinar contains a wealth of information that, because it’s in text form, can easily be edited, searched, re-purposed, and published.
Here are several ways you can repurpose your transcripts to improve your webinar marketing.
Updated Web Copy
Could your website information use a little polishing, but you haven’t gotten around to it?
Use a webinar transcript as your shortcut for updating web copy.
For some websites, the conversational tone in a webinar transcript can help humanize a brand. More demonstrative webinars yield transcripts that can be used for step-by-step support documentation.
Depending on how in-depth your webinar is, a transcript is a great starting point to create a guide, report, or e-book.
Long webinars or webinar series produce thousands of words’ worth of content that is already organized logically and structured in a digestible way. Re-purpose the transcript, pepper in engaging graphics and visuals from the webinar, and you’ve got a valuable piece of content to promote.
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.
If the webinar includes an anecdote about how a particular organization used your product or service, then you might publish a segment of the transcript as a case study.
With transcripts, creating blog content is much easier. Let’s say you want to publish a blog post that summarizes the main take-aways from a webinar.
Instead of rewatching the whole recording, you can scan the webinar transcript to spot the topics of interest. You might remember a specific phrase or keyword, and the transcript lets you easily search for that part (Ctrl+F is your friend!).
(Better yet, if you use an interactive transcript with your webinar recording, you can easily search for a keyword and jump to that spot in the video.)
If your webinar cites a lot of data and stats, having a transcript simplifies the process of collecting data to create infographics.
Maybe there are some fascinating stats that were mentioned but not given a graphic slide in the presentation. Your transcript will reveal these to you.
Webinars that features graphs, charts, or study results are ripe for turning into infographics. Use the transcript to copy/paste text summaries of the data where needed.
This post was originally published on July 12, 2013 under the title “Webinar Transcription: Using Video Transcripts to Increase SEO and Market Content” by Shannon Murphy. It has since been revised and updated.
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