Video content has become the norm in our contemporary world, with studies showing that videos account for 82% of internet traffic.
A good question you might want to ask yourself is, as more people turn to video marketing, what are you doing to position yourself for maximum exposure and improved SEO?
Perhaps you’ve noticed that when you search, more videos pop up than before. Gone are the days when text could dominate almost the entire internet – videos now make up to 40% of search engine results. And Google actually values videos more than text because it believes that videos take more time to produce.
So, before we can examine how transcriptions and subtitles can further your visibility efforts, let’s first understand SEO and how it has become popular over time.
What is SEO & Why is it Popular?
Thanks to the internet, it’s now possible to discover potential customers remotely. All you need to do is ensure your website ranks as high as possible with a little help from Search Engine Optimisation techniques. SEO helps websites rank higher on search engines and, therefore, get more clicks via the use of including highly searched keywords, which are often artificially boosted by the use of blank text, backlinks, low bounce rates, and more.
There are many resources and industry experts to help you with SEO. So, finding a good SEO company for contractors can help you quickly get noticed by potential clients, which can lead to more conversions and, consequently, better business performance.
A recent report by Ahrefs suggested that an effective SEO strategy could lead to 1000%+ more traffic than organic social media. In fact, Backlinko highlighted that websites that topped Google’s organic searches had a CTR of about 27.6% and were 10x more likely to receive clicks than those that came in the 10th position. It even gets better for sites with a featured snippet that appears just before the first-ranked URL.
Ranking higher also shows that your website is trustworthy, relevant, and high-quality. Page authority is also very important if you want to get more clicks. While improving authority could be an uphill task, most SEO experts believe creating high-quality content and using quality backlinks can help you climb the rankings.
The Power of Transcripts & Subtitles
Just because video content is rapidly changing online marketing, it doesn’t mean that we totally ignore textual representations. Why? Search engines cannot watch or listen to videos and audio. Using transcripts, therefore, helps these engines to understand your multimedia content and index it.
This textual content can work wonders. After SafeNet integrated transcripts into their videos, they discovered that their ranking had risen to the first pages of Yahoo and Bing. This American Life found that incorporating transcripts into videos led to a 6.68% increase in the number of unique visitors through organic searches. Liveclicker compared the performance of 37 web pages and discovered that pages received 16% more revenue after adding transcripts.
Did you know that transcripts and subtitles can also increase engagement and encourage viewership of your videos from 40% to 80%? This can be beneficial for your page, especially because search engines like Google reward content with longer view times. And if you want to improve your ranking on YouTube, captions can be a great way to get started, as they can capture a keyword you missed in the title, description or tags.
Optimising Your Transcriptions & Subtitles for SEO
One of the great benefits of transcriptions and subtitles is that they afford you an opportunity to integrate the most searched keywords. This could actually be the reason why studies revealed an increase in traffic after businesses integrated transcripts.
According to Discovery Digital Networks, videos with closed captions performed better on YouTube, welcoming 7.32% more views than those that didn’t have any. Content that covers multiple languages can also be a great way to reach global audiences via multilingual subtitles or dubbing with transcripts.
It’s the dream of every business to be able to reach as many prospects as possible and even convert them into returning customers. Thanks to the internet, the possibilities are endless. With an effective SEO strategy, you can always be sure to rank high on search engines and reach more customers using transcriptions, captions, and subtitles in your video content.
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