SEO Benefits of Video Translation

By | August 22, 2019


SHANNON MURPHY: Hi, everyone. This is Shannon. Thanks for joining us. I’m happy to be here
advising on video SEO, specifically for translation. You’re going to hear me mention
video transcripts quite a bit, and that is because Google
can’t view images or videos. We have to use text to
tell search engines what these elements are. Since text is the lifeblood
of search engines, transcripts are hugely
important to video SEO. Please keep in mind that
translation SEO, especially in the context of video,
is an emerging field. Some of the strategies proposed
here are tried and true. Others are still evolving. We’re basing this on
core SEO principles and the best
available information. So let’s dive in. What are the benefits
of video translation? Increased traffic. By assisting search engines to
index your video translations, you will increase
traffic to your site, expanding your audience
globally and domestically. Greater authority. Duplicate content
is not penalized across different languages. Translated video
content gives your site more pages, keyword
rankings, and inbound links. Less competition. It’s easier to rank
against competitors, because there’s simply
less competition across different languages. User experience. Your video content
will become more engaging for non-English
users, resulting in longer view times, retention,
and a better user experience. I cannot stress enough that a
great user experience is hugely important to SEO. Now we’ll discuss fundamentals
to consider before building your translation SEO strategy. Goals. Monetization or viewership. Do you need traffic
for advertising, or can the videos
be watched anywhere? Video duration. Short-form or long-form
formats can affect how the transcripts are published. Which player or platform? This determines
workflow, plug-ins, and the type of transcript
and subtitle format needed. Can you create a separate
set of video web pages for each language? As with other
translated content, the best practice is to have
a separate language section. Which search engines
will you target? Find the leading search
engine in your target market. We have a tendency to
mention Google by name as it is the largest search
engine in the United States. But Yahoo dominates Japan,
and local search engines lead in China and South Korea. What is your non-English
keyword strategy? As Dave mentioned
before, and Adam as well, keywords in target languages
are different than that of source languages. Do not use direct translations,
and be aware of spammy words. OK, so now moving on
to some of the best practices for publishing
your video translation. You’ll want to create a
separate video landing page for each language. This is the best way
to localize a website with translated videos. Use only one language
per web page. Google determines language of
the page based on the text, so multiple languages can
confuse the algorithm. Create one video site
map per language. A video site map is the
most reliable way for Google to learn about your videos. Unfortunately, there
isn’t a good way to incorporate
multiple languages. Create a separate video
site map for each language. Also, notify Google
of equivalent video pages in other languages. Each language should
cross reference every additional language,
including itself. So a video in three languages
would require nine entries. Build on-page and off-page SEO. Follow the same
on-page best practices you do for your English
videos and transcripts. You can check out
our blog to access more in-depth information
concerning on-page text elements and off-page linking
strategies for video SEO. Decide on transcript placement. Earlier, I mentioned that the
video length can determine how to utilize transcripts. If you are using a plain
transcript for a video five minutes or less, you
can place the transcript on the video page or
link to a separate page. Either strategy
optimizes as long as there’s text around the video
for search engines to read. Your choice might be based
on a better user experience. Long-form video
transcripts, however, should be placed on separate
pages and paginated. A 10,000-word video transcript
can cover a lot of information. Breaking this up by
themes and building a separate page
targeting different but perhaps related keywords
can build out site size and assist SEO. Again, we have articles
on our blog discussing short-form and long-form
video SEO strategies. As you saw in our demonstration,
another publishing option is interactive transcripts or a
multilingual captions plug-in. For SEO purposes, when
using either of these tools, you want to place a plain
transcript on your site wrapped in no script tags. This is invisible to
users but readily indexed by search engines. Utilizing YouTube
multilingual subtitles. If your goal is to
maximize viewership, then YouTube cannot be ignored. Upload your translated
subtitles to YouTube to get indexed by Google. 3Play has a round-trip
integration with YouTube. So when subtitles are
completed in your account, they are automatically
posted to the YouTube video. Always remember to set
the default language. Logically, if you’re
on a Spanish video page and press the Closed
Caption button, Spanish subtitles should
be turned on by default. Subtitles in non-YouTube
players generally will not be indexed
by Google, but they do improve view times,
retention, and user experience. And wrapping up, more so we’ll
discuss two newer methods to get your video
indexed by Google. One of those is video schema. Video schema is a
new markup standard allowing video metadata to be
added in the body of the HTML. Readily indexable
by search engines, HTML5 supports a
number of properties, including the ability
to add a transcript. And still very new,
HTML5 makes it easier to add subtitles as metadata. One of the great advantages of
adding subtitles or captions as metadata is that search
engines will be able to index the text and
associated time codes. This means search
engines will then return results pointing to a
specific part of the video. This is called deep linking. OK. Well, I hope that
was helpful for those of you that are looking to
optimize translated videos. The information I covered
is available on a blog that was published
today that covers all the same information.

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