So you shot a video of your latest product offering and you want to get some SEO/content marketing juice out of it. Try putting up a transcription of the audio in with the actual media file. Here’s why:
Right now, a great way to win search is to have your video rank high on YouTube. The best way to do that is simply optimize the video — keywords in the title, description, and tags; link from your website and Twitter to the video. That’s because less than 10% of all videos put up on YouTube are optimized. If you shoot a short product demo video and put it on YouTube, you’ve got a great chance of winning a YouTube search.
And if you can win a YouTube search, chances are your video will also show up near the top of a regular Google search. (The quick moral of the story: If you’re in a fairly competitive vertical on Google, focus on your YouTube strategy instead.)
To give yourself another boost, embed the video on your blog or website, and be sure to promote the link on Twitter, Google+, etc. You can even put the link on the YouTube video (“For more information, visit the Banana Slicer website.”)
That’s French rookie Jean Alesi at Indy 500 2012 Media Day. He was the oldest rookie ever in the field, but an accomplished Formula One race driver. I couldn’t transcribe it because I don’t speak French.
But if you really want to make sure your videos are being indexed, helping your SEO, and making it easier for people to find you, create a written transcript of the video, and upload it.
To do this, go to your video, and click on the Captions button. Then, click the Upload caption file or transcript button.
You will need to have written your transcript beforehand, of course. Maybe you were working from a script, maybe you can type really fast, or maybe you even hire a transcription service. (I was recently on Jay Baer’s Social Media Pros podcast, and he told me they used a transcription service.)
It may seem like a lot of work, especially if you have to type the transcription out yourself. But if you’re doing a strong content marketing push for all of your content, this is one valuable step that you can take, and it will be worth the effort.
Google is currently working on a way to transcribe videos that are posted to their website — you can see the beginnings of their efforts on Google Voice’s transcribed voice mail messages — and one day, we won’t need to do this. But until then, you can smoke your competition by following this one step for all your YouTube videos.