Blog

Can closed captions and transcripts really improve your video SEO?

As competition ramps up, brands are looking for ways to build a rapport with their customers beyond making a sale.

So, businesses, both big and small, are turning to video content to position their brand, deliver value by talking about industry breakthroughs, and share behind-the-scenes updates for humanizing their brand. Why? Because video is a fantastic medium for storytelling and for instantly connecting with viewers.

As a result, this has led to a surge in video content online, with 63% of businesses (out of 311 unique respondents) turning to video marketing in 2017. Of the businesses who decided to ride this wave last year, 83% believe that video content is great for their ROI.

But how do consumers come across these videos?

Brands disperse video content pretty much everywhere – their website, on social media, and even on affiliate marketing channels. Video content producers (for instance, vloggers and web series producers) also take a similar approach while also optimizing their videos to be found through search results.

This is where video SEO comes in.

What is video SEO?

Search engine optimization or SEO ties up neatly with Google’s core mission: “to organize the world’s information and make it universally accessible and useful.” There are a number of factors that determine your Google rank, and keywords and content relevance, social media shares, the quality of links (both internal and backlinks), and readability.

Basically, makes it clear that authentic, high-quality, and relevant content have higher chances of ranking on the first page of Google rather than keyword-stuffed rip-offs.

Now, while video is a type of content, Google’s bots can’t watch the videos while crawling your website or YouTube channel.

Sounds troubling, doesn’t it?

Don’t worry though – you can still drive traffic and build brand awareness through your video content by carefully crafting a good video SEO strategy that includes integrating captions and transcripts in your videos.

How can closed captions improve video SEO?

Closed captions are the textual representation of your video narrative, integrated with the video file and synced to enhance the video-viewing experience. Closed captions, not subtitles, depict non-speech aspects of your video (for example background noise) and are mandatory according to accessibility laws. While the laws are unclear regarding closed captions for online videos, you should definitely consider including captions in your video content now to build authority on Google in the long term.

Here’s how closed captions can boost your video SEO:

  • First, closed captions link to an integrated text file in the video that Google’s bots can crawl to index and rank your video content. To make it easy for Google and your target audience to find you, pepper your video narrative, and consequently your closed captions, with keywords you want to rank for.
  • Did you know 85% of Facebook videos are watched on mute? Include closed captions to ensure viewers don’t move on to the next video in their queue (possibly of your competitor’s and with captions!). Moreover, videos with captions are proven to reduce bounce rates and increase conversions by extending the time visitors spend on your website or social media landing page. (Session length on a landing page is a crucial ranking factor in Google’s algorithm.)
  • Closed captions improve your reach by being accessible to the deaf and hard of hearing community – a demographic that would be alienated if your videos are published without captions.
  • Closed captions make content consumption easier for those without disabilities too. In fact, 80% of users who watch videos with captions do so because captions spell out the content accurately and because captioned videos can be watched in noise-sensitive environments (for example, during the commute or in a library). When users derive more benefit from your videos than from your competitors’, they’re bound to come back as well as link to your content more, thereby boosting your authority in your niche, which is an important ranking factor in search engines.

How do transcripts boost your video SEO?

Transcription is the process of converting speech in video and audio files into text: consider transcripts a text twin of your video content. Also, adding a transcript on your video page means that it can be easily crawled by Google’s bots and indexed according to content relevance.

Here are some SEO benefits of adding transcripts to your videos

  • Include relevant keywords in your transcripts to help Google’s bots index your content.
  • Viewers consider transcripts for online videos a value-add because transcripts make it easy to search topics discussed in the video. When you satisfy as well as fuel viewer curiosity, you’re likely to be considered an authority in your niche. This also means your content will be shared and linked to more than that of your competitors’! (Pro tip: Opt for non-verbatim rather than verbatim transcripts for your videos – these transcripts will become a great starting point for future blogs, whitepapers, or case studies.)
  • Like closed captions, transcripts make your videos accessible to the deaf and hard of hearing community. Apart from the marked benefits of reaching a whole new demographic, you will be rewarded with brand loyalty for being inclusive.

Bottom line

According to a CISCO report, online video consumption will increase by a CAGR of 31% between 2016 and 2021. This means more brands will turn to video content to market products, build brand loyalty, and share industry knowledge. Stay ahead of the competition by integrating closed captions and transcripts in your videos now – remember, ranking on Google is a marathon rather than a sprint!


Importance of job interview transcripts

Lawyers, academics, market researchers all rely on interview transcription to organize their data.

But what about hiring managers? Interviewing a candidate in person has long been considered the best method to get them on board. After all, you get a glimpse of their personality and body language which is considered a valuable and significant reflection of their work ethic.

Or is it?

A research conducted by Schmidt and Hunter suggests that in-person interviews can only predict 14% variability in performance – a surprisingly worrying statistic if you ask us.

As a corporate professional, you may have to be on the interview panel at some point to make a hiring decision. Besides, it’s human nature to choose the best possible candidates under the influence of unconscious bias.

But what exactly is unconscious bias?

Would you hire a candidate solely based on the fact that they’re from the same grad school as you? How about hiring someone if they speak the same dialect as you?

You can try to maintain objectivity during employment interviews, but you may end up unintentionally using this kind of information to make up your mind about a candidate. Essentially, unconscious biases are simply preconceived notions that you may assign to an interviewee unknowingly that ultimately sway your decision.

Some common types of unconscious interview biases are stereotyping bias (assigning an opinion based on gender, race, age, or ethnicity), the “similar to me” effect (leaning toward a candidate because they hold similar views or have a similar background as you), and the halo and horn effect s(overshadowing everything a candidate says and concentrating on one positive comment [halo effect] or dismissing everything a candidate says and concentrating on an allegedly negative comment [horn effect]).

Interview bias can cost you heavily – in fact, bias busting is an $8 million business! Instead, it may be worth checking out a candidate’s responses to interview questions in a transcript form to eliminate bias and hire better.

Transcribe your interviews for a diverse workforce

In a traditional interview setting, an interviewer may let their unconscious bias sway their decision based on race, gender, or ethnicity. However, relying on a transcribed employment interview in the first place can make the hiring process fair and just. This is because the interviewer can get a detailed idea about the candidate’s potential and outlook and make an objective decision in the end.

A diverse workforce definitely improves the scope of your business. Diversity gives you a chance to harness the different skill sets, experiences, and language scope of your employees to grow your business. Workforce diversity also means you can break into newer markets by tapping into the persistent problem areas of a demographic and tailor your products or services to be more inclusive.

Transcribed employment interviews improve the candidate experience

According to this study, biased hiring was based on a candidates tone or cadence even though their qualifications were identical. The looming prospect of bias often prevents candidates from giving their best in an interview, especially since it’s common knowledge that the hiring decision is made within 5-10 minutes of meeting a candidate, that is, even before an interviewer has the chance to go through their full set of questions. So, referring to a transcript of a voice or video interview will help you make a better hiring decision solely based on a candidates qualifications and responses to interview questions.

If you’re worried about losing the nuance or context of a person’s response, you can hire a professional transcription company and opt for verbatim transcripts of employment interviews that include pauses, hesitations, and even indications of gestures (for video interviews).

You benefit from transcripts of structured employment interviews

Hiring managers tend to alter interview questions within a few minutes of meeting a candidate. This is again influenced by the unconscious bias coming into play. For example, if hiring managers favor a candidate positively based on the first impression bias, they’ll structure the interview so that the candidate soars through it. Alternately, a negative first impression bias can trigger interview questions that may impede a prospective candidate from giving their best.

So, to eliminate biased hiring at your workplace, opt for a structured job interview transcript. That is, evaluate transcripts of candidates based on their responses to the same set of questions. This will give you a much fairer idea of how they would perform in their role.

Hiring based on job interview transcripts will save you time

Imagine this – you set aside a specific portion of your day to interview some candidates. What’s your guarantee that the in person, phone, or video interview wouldn’t spill over and cause unwanted delays in your other business as usual tasks for the day?

When you use job interview transcripts for hiring, you move through the entire decision process in a fair and streamlined manner. You give marks based on their responses to a structured set of questions and the best candidate automatically wins. Besides, there’s no conversation clean up or unnecessary banter that will potentially spill over and affect the rest of your tasks.

Final Thoughts

A candidate who seemed to show high potential as a result of your bias may turn out to have poor productivity, which means you’ll have to scramble to fill this position again – not to mention the time and training required to bring the replacement hire up to speed on their tasks.

So why not hire efficient, deserving candidates by objectively basing your hiring decisions on job interview transcripts?

Partner up with a professional transcription company

Wary about unnecessary delays in the hiring process because of transcripts? A long-term partnership with a professional transcription company can fast-track this process – at iScribed we would be happy to prioritize the outputs based on your timeline.

For example, you can either send the audio or video responses of your candidates in bulk or as and when received so that the transcription process is simultaneous to the response receipt window.

Reach out to us about your interview transcripts today!


6 types of transcription services to leverage right now

audio transcriptionWhy do you need transcription for your business?

While medical and legal transcription remains the most sought after niches, transcription services play a significant role in the success of pretty much any industry – from retail to automotive to scientific research in government agencies and private enterprises. Transcription for businesses helps corporations cut down costs and streamline their operations by enabling accurate maintenance of records, helping match client expectations, boosting marketing endeavors, and improving employee training programs.

Considering the growing needs of transcription for businesses, the speech recognition industry is bucking up and is forecasted to experience explosive growth: from USD 5.15 Billion in 2016 to USD 18.30 Billion by 2023.

Now, while the speech recognition and transcription industries are similar, they’re not the same. Speech recognition is primarily AI-powered and is considered a “good start” in the intricate transcription process, which still remains heavily reliant on human intervention for overall quality.

So while a dictation software can give you a head start, you’d still want the bulk of your transcription work handled by humans, preferably a reliable transcription partner.

6 transcription services to leverage in your business

 

1. Business meeting transcription

A lot of strategic decisions are taken in business meetings and mostly at a pace that supersedes your furious note-taking. Besides, if you’re busy taking notes, when will you participate? And then there’s the MoM you need to send at the end of it…

You know what will take the pressure off? A dedicated schedule for transcribing your business meetings.

Transcribing business meetings has several advantages:

  • Ensures holistic participation of employees because everybody can bring their ideas to the table instead of hanging back and taking notes.
  • Can help you maintain accurate records of decisions even after you walk out of the meeting room with no paper notes/
  • Can be shared with all relevant stakeholders even if they weren’t able to participate in person, thereby keeping them up to date about the details of the meeting.

With a reliable transcription partner, you can get accurate transcripts of all business meetings from Q&A sessions, annual strategy meets, to Skype meetings with remote employees.

2. Transcribing conferences, seminars, and summits

As a growing company, you must know how important businesses conferences, seminars, and summits are for customer engagement and to establish your enterprise as an industry leader.

The data generated in these conferences and summits is immense: They alert you to customer pain points, which you can explore to improve or create new products or services. Moreover, sessions conducted by your keynote speakers offer a wealth of information to position yourself better in the market.

We’re sure you would agree that getting a high-quality transcript of a seminar hosted by you can be immensely valuable not only for record keeping but also steering your company in new directions.

3. Transcripts of employment interviews

Did you know unconscious bias during interviews can cause long-term hiring problems in your company?

Wondering what’s unconscious bias? Unconscious biases are preconceived notions that you tend to assign to an interviewee unknowingly that ultimately sway your decision.

Overall, job interviews can go either way: you may overlook a deserving candidate because of unprecedented bias in an in-person interview or hire a qualified candidate objectively based on a transcript that contains their responses to structured interview questions.

After all, in-person interviews can only predict 14% variability in performance.

4. Transcribing marketing materials such as promo videos and podcasts

If you’re running a business in 2018 with visions of spectacular growth, your marketing efforts must be visible in the digital world.

Video content is proven to increase customer engagement and boost conversions while podcasts are great for behind-the-scenes updates and sharing industry news.

But what about a part of your demographic who report hearing loss (that’s about 15% of adults in the US) or are situationally challenged in a noise-sensitive environment (for example in a library or public transport)?

Adding transcripts for your podcasts and promo videos can benefit you in more ways than one. While Google’s bots can’t watch the videos or listen to podcasts, they can crawl the respective transcripts for relevant keywords and suggest them to your target audience.

It’s quite simple really: integrate transcripts into your marketing process, boost your SEO, reach new markets, and grow sales!

5. Transcribing client calls

Unless you have a local client base whom you regularly met over coffee and bagels (these meetings need to be transcribed as well), calls with clients are often plagued by fuzzy voice feedback or bad reception.

This means you could be important details that can cause serious problems with deliverables. Transcribing a client call can help you organize client instructions and preferences better and complete a project without missing crucial details. Lastly, a transcript of a client call can be filed away for record keeping in case any business discrepancy crops up.

6. Transcripts of employee training materials

Let’s face it, employee training at any organization must be ongoing and you’re probably heavily leaning on video materials for training. After all, video material keeps a learner focused and are more interactive.

However, it’s often difficult to catch technical terms on the fly or watch videos in noise-sensitive environments.

This is where transcripts and captions come in as valuable learning aids. Apart from the interactive video, your employees can use transcripts as an aid when studying for relevant skill tests.

Final Thoughts

So, why do you need transcription for your business? To stay ahead of the competition, make better strategic decisions, share perfect deliverables, and grow your sales – pretty much everything your business is all about!

Overall, professional transcription for businesses meets the diverse needs of both growing and profitable businesses while keeping in-house costs lower and operations leaner.

Which transcription service do you plan to leverage to grow your business?


Why it’s becoming increasingly important to transcribe job interviews

audio transcriptionLawyers, academics, market researchers all rely on interview transcription to organize their data.

But what about hiring managers? Interviewing a candidate in person has long been considered the best method to get them on board. After all, you get a glimpse of their personality and body language which is considered a valuable and significant reflection of their work ethic.

Or is it?

A research conducted by Schmidt and Hunter suggests that in-person interviews can only predict 14% variability in performance – a surprisingly worrying statistic if you ask us.

As a corporate professional, you may have to be on the interview panel at some point to make a hiring decision. Besides, it’s human nature to choose the best possible candidates under the influence of unconscious bias.

But what exactly is unconscious bias?

Would you hire a candidate solely based on the fact that they’re from the same grad school as you? How about hiring someone if they speak the same dialect as you?

You can try to maintain objectivity during employment interviews, but you may end up unintentionally using this kind of information to make up your mind about a candidate. Essentially, unconscious biases are simply preconceived notions that you may assign to an interviewee unknowingly that ultimately sway your decision.

Some common types of unconscious interview biases are stereotyping bias (assigning an opinion based on gender, race, age, or ethnicity), the “similar to me” effect (leaning toward a candidate because they hold similar views or have a similar background as you), and the halo and horn effect s(overshadowing everything a candidate says and concentrating on one positive comment [halo effect] or dismissing everything a candidate says and concentrating on an allegedly negative comment [horn effect]).

Interview bias can cost you heavily – in fact, bias busting is an $8 million business! Instead, it may be worth checking out a candidate’s responses to interview questions in a transcript form to eliminate bias and hire better.

Transcribe your interviews for a diverse workforce

In a traditional interview setting, an interviewer may let their unconscious bias sway their decision based on race, gender, or ethnicity. However, relying on a transcribed employment interview in the first place can make the hiring process fair and just. This is because the interviewer can get a detailed idea about the candidate’s potential and outlook and make an objective decision in the end.

A diverse workforce definitely improves the scope of your business. Diversity gives you a chance to harness the different skill sets, experiences, and language scope of your employees to grow your business. Workforce diversity also means you can break into newer markets by tapping into the persistent problem areas of a demographic and tailor your products or services to be more inclusive.

Transcribed employment interviews improve the candidate experience

According to this study, biased hiring was based on a candidates tone or cadence even though their qualifications were identical. The looming prospect of bias often prevents candidates from giving their best in an interview, especially since it’s common knowledge that the hiring decision is made within 5-10 minutes of meeting a candidate, that is, even before an interviewer has the chance to go through their full set of questions. So, referring to a transcript of a voice or video interview will help you make a better hiring decision solely based on a candidates qualifications and responses to interview questions.

If you’re worried about losing the nuance or context of a person’s response, you can hire a professional transcription company and opt for verbatim transcripts of employment interviews that include pauses, hesitations, and even indications of gestures (for video interviews).

You benefit from transcripts of structured employment interviews

Hiring managers tend to alter interview questions within a few minutes of meeting a candidate. This is again influenced by the unconscious bias coming into play. For example, if hiring managers favor a candidate positively based on the first impression bias, they’ll structure the interview so that the candidate soars through it. Alternately, a negative first impression bias can trigger interview questions that may impede a prospective candidate from giving their best.

So, to eliminate biased hiring at your workplace, opt for a structured job interview transcript. That is, evaluate transcripts of candidates based on their responses to the same set of questions. This will give you a much fairer idea of how they would perform in their role.

Hiring based on job interview transcripts will save you time

Imagine this – you set aside a specific portion of your day to interview some candidates. What’s your guarantee that the in person, phone, or video interview wouldn’t spill over and cause unwanted delays in your other business as usual tasks for the day?

When you use job interview transcripts for hiring, you move through the entire decision process in a fair and streamlined manner. You give marks based on their responses to a structured set of questions and the best candidate automatically wins. Besides, there’s no conversation clean up or unnecessary banter that will potentially spill over and affect the rest of your tasks.

Final Thoughts

A candidate who seemed to show high potential as a result of your bias may turn out to have poor productivity, which means you’ll have to scramble to fill this position again – not to mention the time and training required to bring the replacement hire up to speed on their tasks.

So why not hire efficient, deserving candidates by objectively basing your hiring decisions on job interview transcripts?

Partner up with a professional transcription company

Wary about unnecessary delays in the hiring process because of transcripts? A long-term partnership with a professional transcription company can fast-track this process – at iScribed we would be happy to prioritize the outputs based on your timeline.

For example, you can either send the audio or video responses of your candidates in bulk or as and when received so that the transcription process is simultaneous to the response receipt window.

Reach out to us about your interview transcripts today!