The American Disabilities Act tells us to use transcription, and they have a good point. The world is quickly moving from a people of text to a people of visualization. When we add transcriptions to videos, it opens up the world for people who are hard of hearing that would be deprived of a large percentage of what the Internet has to offer. So overall, it's a great thing. However, the benefits of transcribing videos do not stop with others.
Quick and Efficient
When most people think of transcription, they might let out a huge sigh as they dread going through the process. The first rebuttal to the unnecessary and exaggerated eye roll accompanying the sigh is that transcription is quick and easy when you’re using top of the line transcription platforms such as Verbit.
The second comeback to the sighing person is that the benefits of transcription are endless especially when it comes to SEO. You do the math, SEO can be manipulated using words and transcription means more words! It's a no-brainer.
SEO & the Race to the Top
Search is the main driver of traffic to content sites. It even beats the powers of social media by a whopping 300%. Stats show that while people search, 75% of them don't make it beyond the first page they get to. To make things more difficult, 60% people only click on the first three links they see. If your content is video you're in luck because 70% of traffic is directed towards video content. To compete in the race to the top, it's time to become an expert on using transcription to up your video's SEO.
Boost SEO With Transcription
It's more than clear that searches are the key to a successful business. When people use video in their marketing strategy, it's crucial that they give equal if not more importance to their video SEO as they do to their product's web pages and or company page's SEO. A majority of search is directed towards video content…. Its time to use transcription to change your SEO game.
Four Ways You Can Use Transcription to Get Ahead of the SEO Game:
1. Using Transcription to Get Your Video Ranked and Indexed:
When captions and transcriptions are thrown into the mix, video data can communicate to search engines, thus enabling them to crawl through your content to determine relevancy, index your video, and give it a high ranking
A time-stamped transcription of your video is especially beneficial. It provides a database of information which tells search engines which relevance your specific video has and specifies the point in the video that is in fact relevant.
This database improvement is a step ahead of manually entered data. Search engines can now get better access to what exactly is in your video and lead you to higher rankings.
2. Capture and Grab Attention
It's been studied and proven, so there's no arguing about the fact that captions are very well liked. Statistics show that 80% of people who use captions are not using them due to any type of hearing impairment. People simply use them because they enhance one's focus and help a person comprehend what's going on in the video.
The benefits of captioning are not limited to making people happy; they actually work in a way that captures people's attention, overall helping you get your message across to the viewer.
Captioning makes staying focused while watching a video almost effortless to the viewer. Ever space out while watching something? Well, you're not the only one and captioning helps prevent that.
Not only do captions help people pay attention, but they're also found to help people pay attention long enough to make an impact. Facebook and Nielsen discovered that about 47% of value in video campaigns are delivered in the first three seconds of the video itself. They also found that 74% of video value is delivered in the first ten. These findings show that all video advertisers need is ten seconds of a viewer’s attention, maximum!
This next Facebook discovery makes people wonder why anyone would deliberately make videos without any captions at all. Facebook found that nearly 40% of video adds don't get their message across unless the sound is on. Just think about the number of people using their computers, phones, and tablets in public. For example; a student in a classroom won't have his headphones in and he or she surely wouldn't put their volume up.
When 65% of Facebook's content is viewed via mobile device, it hardly makes any sense to upload a video without any captioning at all.
3. Transcriptions and Increasing Watch Time
Watch time is the term used for the length of time a person spends watching a video. Watch time is crucial for communicating ideas or a call to action. It's also a vital factor when you're analyzing your SEO. Search engines take watch time into account while they determine a video's ranking. Watch time is viewed as an indicator of a specific video's content quality. If a search engine could transcribe its "thoughts" it would write "well people seem to watch more of this video, so it must be better than the others. I'll just bump up its rank."
Google and YouTube use watch time as a central factor in their ranking method. Google puts so much emphasis on watch time that it patented "Watch Time Based Ranking." Therefore, the more time a user watches the video, the better off it is for the Google rank.
So, what does transcription and captioning have to do with all of this? As previously stated, caption's grab a viewer’s attention. Facebooks internal tests show that adding captioning increases watch time by 12%. Now that's a lot considering that all value in video content is in the first 3 to 10 seconds.
4. Transcribe and Drive that Engagement
Watch time and engagement are each other's best friends. Once your captions grabbed a viewer’s attention and increased their watch time, you're on the way to some user engagement. We're talking shares, likes, and comments! The reason advertisers get as excited as a millennial on Instagram about those three engagement moves is that they're noticed by search engines. Companies added captions to their videos and saw positive results in engagement, around 14% in as little as two weeks.
When you add captioning, the video becomes 60% more available for hearing impaired and to those who speak languages other than English. The availability simply opens up the door to more engagement.
If 80% of YouTube videos come from outside of the USA and 67% come from non-English speaking countries, then that's all the more reason to move forward and invest in transcription.
A Caption-less Video is an Uninteresting Video
In short, transcription and captioning is beneficial to the people who need it. However, the benefits a company gets from using transcription are endless especially when it comes to SEO. People pay attention to a captioned video, and search engines will notice that. A video without transcription is like a sky without stars; it's simply not interesting enough to watch.