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How do you test and optimize subtitles for SEO and user experience?

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Subtitles are not only a great way to make your videos accessible to a wider audience, but also a powerful tool to boost your SEO and user experience. By embedding subtitles in your videos, you can improve your ranking, engagement, and retention. In this article, you will learn how to embed subtitles in video using different methods and platforms, and how to test and optimize them for the best results.

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1 Why Subtitles Matter

Subtitles are text versions of the audio content in your videos, usually displayed at the bottom of the screen. They can help viewers who are deaf, hard of hearing, or speak a different language to understand your message, as well as increase your reach and visibility. Subtitles can also boost your engagement and retention, as they can capture the attention of viewers who are scrolling through social media, browsing on mute, or watching in noisy environments. Moreover, subtitles can enhance your brand and authority, showing your professionalism, credibility, and care for your audience, and helping you stand out from the competition.

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Alex Antolino

Creative Director turned Creator · ex-Typeform · Speaker & Advisor · I make videos on Youtube full-time. Subscribe to my channel so I don't need to look for a real job.
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From a viewers perspective adding subtitles to your content on social media helps a lot with retention, specially in short from video (TikTok, YT Shorts... etc). The biggest creators (Mr Beast, Airrack... etc) use short captions, sometimes even word by word, as a retention technique. Additionally, creating captions today is easier than ever before thanks to auto-transcription software included in most popular editing softwares, including ByteDance's CapCut, which is available for desktop and smartphone completely for free. It's a no brainer! ?

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Maria Elena Hernandez

Sr. Instructional Designer @ Celigo | Multimedia Learning Design | Background in video production, journalism, and digital marketing
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A 2019 Netflix report stated “more than 80% of members use subtitles or closed captions at least once a month.” That same year, Verizon Media and Publicis Media released a study finding “80% of consumers are more likely to watch an entire video when captions are available.” More recent reports continue to show a high use of captions overall. However, as much as captions can pull in viewers, bad ones can push them away. If you adding captions to demonstrate you care for your audience, make sure they follow best practices in character count, timing, and other formatting. (Also, I’d like to note subtitles are captions in a language other than the one spoken on screen. Captions are in the same language as the audio.)

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2 How to Embed Subtitles in Video

When embedding subtitles in your videos, there are various methods and tools you can use, depending on the format, platform, and purpose of your content. Manual embedding involves creating and adding subtitles to your videos using a video editing software, such as Adobe Premiere Pro, Final Cut Pro, or iMovie. This gives you full control over the appearance, timing, and accuracy of your subtitles, but it can be time-consuming and tedious. Alternatively, you can use automatic embedding tools, such as YouTube's auto-caption feature, Facebook's auto-generate captions, or Rev's automatic transcription service. This can save you time and effort, but it can also be prone to errors and inaccuracies. Lastly, you can use external embedding tools, such as Subtitle Edit, Aegisub, or Amara, which allows you to have multiple subtitle options for different languages, and to edit or update them easily.

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Christopher Gray

Content Creator and Strategist
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With the latest version of Adobe Premiere Pro, you’re able to auto-generate captions just like YouTube and Facebook. Not only does this make creating captions in Premiere Pro a much faster process, but you’ll have full creative capabilities such as: ? Language of captions ? Font ? Sizing ? Font and background color ? Special effects and more A by-product of this efficient feature is that a transcript is created once you auto-generate captions. Transcripts are great for improving SEO since search engines can’t crawl videos (yet). However, they can crawl transcripts meaning your content can be indexed and ranked. So beef up those keywords in your videos!

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3 How to Test Subtitles for SEO and User Experience

Once you have embedded subtitles in your videos, you need to test them to ensure they are optimized for SEO and user experience. Accuracy is key; your subtitles should match the audio content of your videos as closely as possible, without any spelling, grammar, or punctuation errors. Additionally, readability is important; your subtitles should be easy to read and follow, without being too fast, slow, or crowded. You should also use a clear font, size, color, and background that contrast well with the video. Relevance is also essential; your subtitles should include the main keywords and phrases that your viewers and search engines are looking for, without being too repetitive or unnatural. You can use tools like Subtitle Workshop or CaptionSync to adjust the timing, spacing, and alignment of your subtitles, as well as highlight the most important or interesting parts of your videos, such as the title, introduction, conclusion, or call to action.

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Elizabeth H.

Social Media Marketing | Paid Media | Video Production | Expertise in Building Strategies | Leading Cross-Functional Teams
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Here are some actions I would take to achieve this: 1. Keyword research: The first step would be to conduct thorough keyword research to identify the relevant keywords that users are searching for in relation to our content. 2. Incorporate keywords in subtitles: Once we have identified the relevant keywords, we can incorporate them into our subtitles in a way does not disrupt the flow of the content. 3. Use descriptive and engaging subtitles: Subtitles should accurately describe the content and be compelling enough to encourage users to click through to our content. 4. Monitor and adjust: Once we have identified the most effective subtitles, we can continue to monitor their performance and make adjustments as needed.

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4 How to Optimize Subtitles for SEO and User Experience

Testing your subtitles is the first step to optimizing them for SEO and user experience. Metadata, such as titles, descriptions, tags, and language, can help your videos and subtitles rank better and attract more clicks and views. Captions are a type of subtitles that include sound effects, music, and other non-verbal cues, and can provide more context and clarity to your videos. Experimenting and analyzing the performance of your subtitles is the best way to optimize them. Tools like YouTube Analytics, Facebook Insights, and Wistia's video analytics can measure and compare the views, watch time, retention, engagement, and conversions of your videos with and without subtitles.

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How do you test and optimize subtitles for SEO and user experience?

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1 Why Subtitles Matter

2 How to Embed Subtitles in Video

3 How to Test Subtitles for SEO and User Experience

4 How to Optimize Subtitles for SEO and User Experience

Video Editing

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