As a business or organization, keywords are important because you want to come up in search engines when people search for the keywords or phrases that are relevant to your products or services. To appear in the top of those results, you need to include those words and phrases in your website.
It’s no secret that dynamic content like audio and video make blog articles, social media posts and websites more appealing for your audience. It encourages people to stay and consume your content in its entirety rather than scrolling through. It pushes them to convert, whether that be to purchase something through your eCommerce site or to sign up for a monthly newsletter. People are suckers for the added value of audio and video.
However, it isn’t enough to simply throw these elements onto a page. For starters, in order to get your content on the map, you need accurate metadata to rank it in search engines. Keywords, video description, descriptive headers, the like. It needs to be searchable and able to be categorized.
You also need to consider accessibility standards. There are conditions that your content must meet to be considered accessible to most or all abilities. There are also additional measures you can take to be sure that your content can be consumed by any web users who are interested. Accessibility makes your content stand out among others that may not strive for the same standards. This can give you a significant leg up over the competition in your subject area or industry, especially when it comes to organic reach. A well-functioning web page is likely to be passed on from one person to another who share common interests. If it’s a mess, nobody will want to spend time reading it, much less recommend it to a friend.
There are a variety of ways to produce and disseminate content in an accessible way. Considerations should be made from creation to publication. Let us explain.
Creating Accessible Content
We recommend keeping accessibility in mind from the get-go. When you’re producing audio or video content, consider what you can do to make it easy for all sorts of people to listen or watch. There are a few ways to do this.
Don’t include flashing lights or colours in videos. This has been known to trigger symptoms of epilepsy and other disorders. This is an easy courtesy and generally leads to better user experience regardless of ability. People don’t want to be startled or made uncomfortable when visiting a web page.
What Do They Know Already?
Consider your audience and how broad that group may be. Consider not just viewing and hearing impairments, but also cognitive impairments when making accessible audio & video content. If you want to guarantee that more people will be able and willing to consume your content, don’t use hyper-specific jargon above a basic knowledge level. You usually want the typical person to be able to grasp the information you’re giving them.
Rated G For General Audiences
Make your content age-appropriate. Controversial language like cussing can deter a large audience of people. Unless the topic is for mature audiences only, keep your language appropriate. This also relates to the mood of your website and the topic. Consider how your content should be perceived. Ensure that your video or audio is mood-appropriate—if you’re dealing with a topic like revolutionary research, use an enthusiastic tone. Some content may call for a serious, objective perspective.
Wrap It Up Or Expand
Lastly, keep your content the appropriate length for the topic it’s addressing. A video on how to cook rice doesn’t need to be 20 minutes long. A pressing interview with the Prime Minister of Canada shouldn’t be five minutes long.
Audiences have a certain expectation going into web content. Some audiences perceive content differently from others. Keeping it appropriate and consistent makes it easier to consume, follow along with and gain something from. Cognitive impairments can make it difficult to follow along with complex, unpredictable videos or audio files. Consider how your ideas flow from beginning to end, and stay on track. Your viewers and listeners will be able to, too.
Make additional considerations for people who speak different languages and how they might be able to consume your content. This can be addressed by incorporating transcription into your online content.
Audio & Video Accessibility Expectations
Video & audio files add tons of value to websites. Google favours sites with video because they’re harder to produce and are much more unique. This helps websites spring to the top of search engine results. Web pages with transcripts earned 16% more revenue than pages that had video-only content. Digital strategy only stands to gain value by creating accessible video and audio content using transcription services. The financial benefits for content creators can be found in our transcription marketing article. But what does it do for the overall goal of web accessibility?
Having a full transcription of your video content allows you to provide closed captioning for your viewers. Users who are hearing impaired can follow along moment-for-moment, not just what people are saying in the video but also what they’re doing, and other assorted sounds. Don’t let any of the context of your audio & video content get lost.
Speak will pull relevant keywords and topics from your transcript, which can be used to craft a relevant and straight-forward video description. Metadata will help users find your content easily and is super helpful in making accessible audio & video content. Speak will also pinpoint each time a speaker says anything. Your transcript will help tell readers and viewers who is speaking when with accurate, clickable timestamps. Timestamps are key for viewers with cognitive impairments, as well as the capacity to pause and play your content. Do not set your videos or audio files to auto-play. This can be confusing and frustrating for users who may be using assistive devices to navigate your web page, or who are trying to make sense of other assets (text and visuals) on the page at the same time.
Transcripts can be easily translated into other languages, opening up many doors for audiences who may not completely understand (if at all) the language you produced the content in originally. Widening your potential target audience is a massive perk of making accessible audio & video content.
So Why Not Get Accessible?
When your audio & video content has been made and is ready to be published online, getting it transcribed is as easy as one click. Transcribing for accessibility is a valuable way to pay it forward and foster a more inclusive online environment.
With its explosion into mainstream entertainment, podcasts, have become one of the most consumed forms of content. According to Statista, as of 2019 over 50% of Americans have listened to a podcast. This is a sizeable increase from the 2018 total of 44%. While listenership is at an all-time high, what if I were to tell you it is not the only way that people enjoy consuming podcasts?
If you have forgotten your headphones, or love reading, you may opt to read a transcription of your favourite podcast. Podcast creators should be aware of their audience’s desires and offer transcriptions of each episode. However, the benefits of transcribing your podcasts are not only to the consumer, but there are also many benefits that the producer can be reaping too. Whether you are the Joe Rogan Experience, Radiolab, or just record your ramblings from your iPhone mic — here are 6 reasons why you need to transcribe your podcasts!
1. Grow Your Podcasts With Search Engine Optimization (SEO)
As excellent as your podcast is, you can not only rely on word-of-mouth and social media to promote it. It is important to increase your podcasts search traffic and grow your audience organically. The problem is that your content is in an audio format, which is not ideal for search engine optimization. The good part is this is something that is easily fixed by transcribing your podcasts, which turns one of your weaknesses into your biggest strengths.
Over the course of an hour-long podcast, people can easily say over 10,000 words. If you transcribe these words and upload them to your site, you can instantly use these 10,000 words for search engine optimization. This increased SEO, will help your search rankings, and increase traffic to your site. The best part is, this increased site traffic costs you nothing. All it takes is a quick transcription of your podcast!
For more information on SEO check out Speak’s Full Guide To Search Engine Optimization.
2. User Experience
You take pride in every episode of your podcast and want to create quality content that your listeners can enjoy. While the majority of your subscribers choose to consume your podcasts through audio, some may prefer readable content. Providing a transcription of your podcasts allows your audience to choose the form they consume it in. However, this is not the only way a transcribed podcast can help improve your user’s experience. With time-stamps attached to your podcast transcription, users can sift through the text of episodes and listen to segments that grab their interest. You know what they say, a well-transcribed podcast is a happy podcast!
Unfortunately, many people are not able to consume podcasts via audio. People who suffer from hearing loss, deafness, anacusis, or any other hearing impairment, should still be able to consume the content you enjoy. Importantly, people should not have to pay out of their own pocket to get a transcription of their favourite podcast. Transcribing allows your podcast to be consumed in a multitude of ways, and opens up the doors to groups of people who would not have been able to without it, for free!
4. Get Multiples Uses From Your Podcasts
A huge advantage of podcasting is that simply by turning on a mic, you can create hours of engaging content for your audience. However, many podcast creators only upload their audio to their various hosting platforms. Because of this, they are no longer getting any more use from their content. This is a missed opportunity, as you are sitting on a goldmine of valuable content that can be used on your website, Facebook, Twitter, or any other platform. You can upload your podcast transcriptions as stand-alone content, or take exerts from the episode and turns them into blog posts. You already have created the content, so why not get as much use out of it as you can?
5. Social Media Sharing
As discussed earlier, creating content for SEO and promoting organic growth is vital for attracting new listeners — in a cost-effective way. When you transcribe your podcasts, your listeners have the ability to take their favourite quotes and segments from the episode to share to their personal social media platforms. This organic marketing is extremely valuable for podcasts, as it helps promote your content to potential listeners with the endorsement of one of their friends.
For example, what podcast are you more likely to check out:
- One a random person on the bus tells you to listen to?
- Or one your close personal friend tells you to listen to?
For most, the latter is the obvious choice. By transcribing your podcasts you have given your listeners various ways to share your podcast via social media.
6. It’s Easy to Transcribe Your Podcasts!
If you were to sit down and manually transcribe your podcasts, you would likely be sitting in front of a computer screen for hours. Thankfully, getting a fully transcribed podcast within minutes is just a few clicks away. Get your podcast transcribed today and begin reaping all of the benefits by requesting a demo with Speak!
Search Engine Optimization is a crucial part of communication in 2019. Speak’s mission is to help people communicate better. That means that we need to deal with the reality that we need to be found on search engines. Without search engine rankings, it is often hard to get discovered. Speak is built from the ground up to help users with search engine optimization. To show you just how important optimizing for search engines is, here is Speak’s full guide to search engine optimization:
What Are Search Engines?
Search engines are a service that allows Internet users to search for content via the World Wide Web (WWW). A user enters keywords or key phrases into a search engine and receives a list of Web content results in the form of websites, images, videos or other online data. The list of content returned via a search engine to a user is known as a search engine results page (SERP).
How Do Search Engines Work?
Two major functions: crawling and building an index and providing users searching a ranked list of websites they’ve deemed the most relevant.
- Web crawlers are responsible for finding information that is publicly available on the Internet
- Information identified by the crawlers needs to be organized, sorted and stored
- Information is processed by the search engine algorithms before made available to the end user
How Do People use Search Engines?
- Experience the need for an answer, solution, or piece of information.
- Formulate that need in a string of words and phrases, also known as “the query.”
- Enter the query into a search engine.
- Browse through the results for a match.
- Click on a result.
- Scan for a solution, or a link to that solution.
- If unsatisfied, return to the search results and browse for another link or …
- Perform a new search with refinements to the query.
Search Engine Results Page (SERP)
The Search Engines Results Page is a page served to users when they search for something online using a search engine. Every SERP is unique, even for search queries performed on the same search engine using the same keywords or search queries.
Search engines customize the experience for their users. They present results based on a wide range of factors beyond their search terms, such as the user’s physical location, browsing history, and social settings.
Organic results are listings of web pages that appear as a result of the search engine’s algorithm. Search engines show websites when the keyword query was relevant, the website is trusted, and the website provides a good user experience. Search engines looks at things like bounce rate, average session duration, and goal completions to understand if results are relevant.
- Paid results are being paid to be displayed by an advertiser.
- On Google, they are called “Google Ads”, formerly known as “Google AdWords”.
- Advertisers pay for each click or view.
- Ads have often been written by advertisers and send you to dedicated pay-per-click landing pages.
- Advertisers are bidding on keywords that they consider valuable.
The Big One: Google
- Google is the biggest search engine in the world.
- Google Ads are their main source of revenue.
- The number of daily searches on Google is 3.5 billion.
- 1.2 trillion searches per year worldwide.
- 93% of online experiences begin with a search engine. A lot of those start on Google.
Other Popular Search Engines
When we think of search engines, most of us think of Google. Bing actually still has quite a large market share. We often forget about the second biggest search engine in the world: YouTube. Other search engines that get lost in the fray are Twitter, Yahoo, Quora, and Reddit.
What is Search Engine Optimization?
Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results.
- The first five organic results account for 64% of all the clicks.
- Organic presence online creates a sense of trust in the user.
- The most coveted position for any website is to rank on page one organically.
- Ranking on page one of Google can be challenging and competitive.
How Speak Helps With Search Engine Optimization
Speak is made to communicate better with humans. But it is also built from the ground up to help people get discovered online. A major part of being found online is search engine optimization. Speak has invested deeply in research into search engine optimization. Speak AI Inc was founded by Tyler Bryden, an owner of a marketing agency, a Google Partner, and a respected industry expert in search engine optimization and pay-per-click search advertising.
Video Search Engine Optimization
Speak helps with video transcription in several ways. There is an instant search engine optimization (SEO) benefit when using Speak as you immediately get back your transcription. Writing, typing, and creating original content can often be difficult and time-consuming. Especially for non-writers, speaking is often seen as a more natural and easy way to deliver content. In an hour, people can easily speak 10,000 words. These 10,000 words can be put on your site and instantly utilized for search engine optimization.
There is a lot to be said about this in particular. Google likes readability and transcribed speech often contains run-on sentences and windingly long paragraphs. Speak has already improved readability by timestamping and separating paragraphs and punctuating properly. When Speak analyzes a video where people speak clearly and take nice pauses to indicate new sentences and paragraphs Speak is almost flawless. We continue to invest heavily in this area and are building an export feature that is pre-optimized for search engines for you we are quite excited about.
Speak extracts the main keywords from the video. These keywords are perfect to use for your video search engine optimization both on your website and where you upload your videos. Speak is capable of picking up what we call “conversation metadata“, one of which are keywords, which provide more context to both people and search engines.
On Youtube, use the keywords to generate your tags. Because they are taken right from the video, they are accurate, relevant and can have a significant impact on your search results rankings.
On your website, specifically on content management systems like WordPress, there is often an area to add tags. Use the keywords from Speak’s analysis for your website tags to help provide context to search engines and increase your discoverability.
Speak also generates a larger hierarchal structure in topics which is useful for your website categories.
Website categories are where you often categorize blog posts and pages for your website. You can use the topics generated from your Speak video analysis to help generate strong, relevant categories for your content.
By using Speak and embedding video with transcription on your site, you have created a powerful asset to engage your visitors. Website browsers spend much more time on sites with videos and an interactive widget where people can navigate through by keywords and topic can create real engagement. Engagement is a big metric that search engines use to understand if people are actually enjoying their experience on your website and Speak is a powerful tool.
Speak is capable of translating the video transcription into dozens of popular languages which increases accessibility and engagement on your site.
Audio Search Engine Optimization
Audio optimization is relatively the same as video search engine optimization. However, one big thing to point out is the long-form content that is often in audio format. These are valuable assets to your online presence. Use Speak to transcribe podcasts, interviews, personal recordings and radio shows to create tens of thousands of relevant keywords to be discovered in search engines.
As Speak releases new details of the product we will continue to update this guide. If you are interested in learning more about how Speak can help with search engine optimization or communication in general, please send us an email at [email protected].