Podcast SEO 101

podcast

The rise of podcasts in 2020 is undeniable! There are over 850,000 active podcasts right now, and 32% of Americans reportedly listen to podcasts at least once a month. What was once a way to promote your name and network with people in the industry has now become a source of profit—and a direct SEO asset! Brands that promote their products and services on podcasts enjoy a 14% rise in purchase intent.

Podcasts are the new source of content consumption. They’re a great way to drive organic traffic and build your brand, while simultaneously giving you the opportunity to add rich content and support link-building efforts. Not to mention, if your show becomes a hit or has a decent following, brands might even contact you for ad reads, creating another source of revenue generation.

Google Now Displays Podcasts In SERPs

At the I/O 2019, Google announced that podcasts would be indexed soon and start showing up in search results. Just as YouTube clips have become a significant part of organic SERPs for a while now, we’re starting to see podcasts take up a bigger role in driving traffic.

Since podcasts are now indexed, users will be able to search for a particular podcast and come across some of its episodes right in the search results, allowing them to listen to it directly without navigating to a new page.

Thanks to Natural Language Processing, we expect Google results to skip to certain timestamps within the episode to satisfy voice search queries. Since podcasts are popular among consumers who are on the go, a feature that skips the audio to the most relevant part is going to be a breakthrough in user experience!

Moreover, Google Podcasts, which hosts over 3 million podcasts, has started to automatically transcribe the podcast episode to use the content as metadata.

Needless to say, there’s a new contender in the worldwide battle royale of securing top positions in search results: podcasts.

Podcast SEO has two goals: to improve your ranking in Google and on podcast-specific platforms.

In this blog post, we’ll discuss how you can leverage your podcasts for SEO and grow your audience organically.

How To Make Your Podcast SEO-Friendly

Whether you’re an established podcaster or you’re just starting out, knowing how to SEO your podcast can help you gain visibility.

1. Choose An Eye-Catching Title

People only listen to podcasts they’re interested in – so make sure you create a podcast with fresh content and appealing titles.

In addition to the total number of reviews and subscribers, ranking algorithms for platforms like Google Play and iTunes place heavy emphasis on the title of your podcast. Therefore, your titles need to be interesting, compelling, and clear.

Since your audience won’t necessarily listen to every episode of your podcast, the only thing that attracts them is podcast titles. Titles are also paramount in making your podcasts findable.

2. Dive Into Keywords

While a good title should involve a clever reference to your podcast topics, it should also have the right keywords.

Titles that contain popular keywords and questions tend to do better – so when users have voice queries, smart assistants like Google Home and Alexa can eventually pull content from your podcast.

What’s more, your show’s description is searchable on Google Play and presents another opportunity for keyword optimization.

3. Share Your Podcast On Social Media

Social shares, likes, and comments signal to podcast-specific platforms and search engines that your show is a success! So, promote your show on social media channels consistently and encourage your listeners to share the link if they enjoyed your show. This not only boosts your visibility but also creates tracking links to help find your best-performing episodes.

4. Ask For Reviews

Ratings and reviews are key ranking factors on podcast search algorithms, so be sure to ask your listeners to leave reviews on the platforms. A good place to include a call-out is just before you’re signing off for each episode.

5. Leverage Your Website

Even though your podcast is an audio file, it doesn’t mean that you can’t score with SEO in search results. Adding clips of podcasts on your website gives you an opportunity to attract more organic traffic. Moreover, you can build credibility by mentioning the authoritative sites where your podcasts have been featured in an “As Seen On” section on the home page.

This tells your viewers that your content is high-quality, trustworthy, and authoritative.

6. Create Supporting Content

Another great way to boost your reach is to create blog posts related to your podcast that provide a summary of each episode.

Here are some examples of the content you can create:

  • Show short clips of episode recaps on your site
  • Create content with key takeaways from your podcast
  • Create episode art to further attract your audience to listen to your podcast
  • Include timestamps in the show notes along with your call-in number and contact email at the top

7. Leverage YouTube — The Second Largest Search Engine

As the second most trafficked site on the internet after Google, YouTube has now become an indisputable part of all SEO strategies.

There are different ways you can turn your podcast into a YouTube video:

  1. There are tons of video editing software and file converters on the internet that can convert your audio files into videos. One such tool is Wave – it turns your podcast into engaging animated videos. These tools also give you the ability to include album artwork, captions, gifs, images, and more, allowing you to turn your podcast into shareable highlights for social media.

  2. Another way is to record a video of the podcast participants and upload it on YouTube. While the audio version exists on podcast-specific platforms, viewers who wish to watch the participants while they’re conversing can head over to YouTube.

YouTube SEO is a whole other genre that you can conquer. Start by providing your own transcript for the podcast video because the one automatically generated by YouTube is likely riddled with errors. Accurate transcripts will especially benefit your non-native English speakers.

Use Podcast For Link Building

Podcasts benefit your overall SEO efforts by attracting links. Of course, shows that are entertaining, useful, and compelling attract valuable links on their own – there are also other ways you can use podcasts to support your link building efforts.

Getting a podcast guest speaker onboard benefits both you and the speaker. While you give the speaker (perhaps an industry leader) a platform to voice their opinions, you can, in turn, get the guest speaker to promote your podcast episode on their own site and social channels.

Improve your odds by looking for guests who have a vested interest in promoting your show because of the increased exposure and business benefits they’ll receive. It may be a new author promoting their new book or a brand launching their own podcast. Conversely, a podcast page on your site will give you a natural place to include a link back to anyone participating in your podcast.

In Conclusion

Podcasting is a fantastic way to showcase expertise, humanize your brand, and network with industry leaders. Podcast SEO tactics can boost your brand visibility and grow your audience – and as your show grows in popularity, SEO benefits back to your site and business. 

You can also leverage Rank Genie, an all-encompassing website SEO audit tool, to improve your ranking and gain insights into your SEO efforts. It has a keyword rank tracker tool and backlink analyzer that allows you to maintain a steady stream of organic traffic across various channels. Start your 7-day free trial for Rank Genie and automate your SEO today!

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