Written by Aaron Agius
Podcasting is a hot topic right now. We can see in Google Trends that the interest in podcasting grew year on year for the last 5 years.
This makes sense in our hectic lives – we can listen to podcasts on our commutes; it’s a great way to learn on the go. It’s no surprise that Convince and Convert reports that 64% of Americans have heard about podcasting, 44% have listened to one, and 26% of those people listen to podcasts monthly.
Those stats equate to six million more Americans listening to podcasts in 2018 than in 2017. That’s an impressive rate of growth.
If you’ve invested any time in podcasting, you are going to be familiar with how to optimize your podcasts on the platforms they are published on. But did you know that you can leverage some traditional SEO tactics to build your audience even further?
Here are some of my favorite SEO tactics that every podcaster should know.
1 – Create Dedicated Landing Pages
It’s highly unlikely that you are creating a podcast but don’t have a business or personal website that you can leverage for more traffic and new listeners. Podcasts can – and do – turn up in the Google results – and those of other search engines as well.
You need to leverage your website and the potential it has to drive additional listeners.
The first thing that you need to do is start creating dedicated landing pages for each and every episode of your podcast. Each episode is likely to cover a particular theme or set of themes, so they are ripe for SEO.
Personally, I like to have a landing page for the podcast itself and then one for each individual episode.
What does a useful podcast episode landing page feature? Here are some of the elements that I feel are crucial.
- Video Transcript – I cover this a little more below as it’s something I strongly believe in.
- Subscribe Button – Put the button in a prominent place on the page so that users can see it instantly. In the past, I have A/B tested the placement and wording of these buttons to encourage more people to subscribe.
- Links To Your Other Podcasts – This gets forgotten quite a lot in my experience. If the listener is interested in one of your podcasts, then it is likely they are going to be interested in your others. Display them prominently on your landing page.
- Links To Related Content – If you are podcasting for your business, there are likely to be blog posts that you have created or white papers you’ve produced that cover similar topics. By providing that additional information, you are helping build a more useful landing page.
- Resource Links – Did you reference specific resources in the podcast episode? Make sure you add them as links at the bottom of the page. You can’t click on what’s mentioned in a podcast, so you have to find another way for people to find them.
- Social Sharing Buttons – Don’t forget your social sharing buttons and an “email this podcast” button. Some listeners will want to share the podcasts with friends and family, so make it as frictionless as possible.
A well-designed landing page can help convert organic traffic into new podcast subscribers. That said, you need to make sure that you pay attention to traditional SEO tactics if you are going to attract good search engine traffic.
2 – Get Your SEO Basics Right On Your Landing Pages
Basic SEO never goes away. It’s crucial that you optimize your landing pages accordingly. When you have optimized a page, it allows your podcast to start getting traffic from the big search engines.
I like to have a little checklist that I share with my team and any clients that are working on podcast landing pages. It’s nothing fancy, but gives a quick overview of what you need to do before you publish your page.
Make sure that you undertake some keyword research with the tool of your choice and that research is applied in the Title Tag of the page. You may find that these are slightly different from the titles of your podcasts. Make sure that they are going to attract clicks and that they describe what the podcast contains.
As with standard SEO, you need to make sure that you add Meta Descriptions. While these don’t influence the rankings in any way (directly), they are effectively your shop window to the world. Reiterate the concept from your Title Tag and make sure that you add some benefits or reasons why people should click on your link.
As with standard SEO, you need to make sure primary and secondary keyword concepts are introduced into the Title Tag.
You may have a transcript (as described below), but you will need to make sure that the page covers topics and entities connected with your keyword. This is an excellent guide on secondary concepts, TF*IDF, and other SEO practices that can help your landing pages rank in the search results.
Make sure there are internal links from other pages on your site to each of the dedicated landing pages that you create.
Addressing these simple SEO tactics early and adding them into a framework will allow anyone to pick up the tasks and keep it consistent.
3 – Provide A Video Transcript
At the top of the landing page section, I mentioned video transcripts. This is one of my favorite SEO tactics for podcasting and I thought it deserved a section of its own.
One of the best examples of using video transcripts comes from the Whiteboard Friday series on Moz. Beneath each of their videos, there is an image followed by a full transcription of the video.
And there’s no reason why you can’t use this tactic in podcasting. Google and the other search engines can’t process the data from videos and podcasts for traditional ranking signals – you need to give them some help.
4 – Repurpose Your Podcast Content
Once your landing pages have been created, and you have optimized them, that’s not the end of the story. Your podcast still has possibilities to gather new subscribers.
Here are some of the ways that I like to repurpose podcasts after they have been created.
Turn your podcast into a YouTube video
YouTube is the second biggest search engine, and this is easy to do. This is a great way to capture an audience that is interested in your content, but prefers video format to traditional podcasts.
Turn different sections into blog posts
Rather than using the video transcript I covered earlier, I sometimes prefer to get the different sections of a podcast episode rewritten by a professional copywriter. Each of the blog posts that you create from the podcast can be targeted at different keywords and have links to the related podcast. This can bring even more traffic to your podcasts.
Consider turning the more visual elements into simple graphics
Not only can these rank in image search and bring more traffic but they can also be actively outreached to build inbound links to your site. These graphics can also be used on your social media channels to help promote your podcast.
In Conclusion: Step It Up For Success
As you can see, simply creating your podcast and hoping for listeners is not enough. Now it’s getting competitive. You have to look at other ways to increase your subscriber lists and listen counts so that you can rank on podcasting sites.
You need to take it further than other podcasters are; you need to be inventive and look at bringing in subscribers via as many channels as possible. Hopefully, some of the SEO tactics I have covered will help you to achieve that.
About the Author
Aaron Agius, CEO of worldwide digital agency Louder Online is, according to Forbes, among the world’s leading digital marketers. Working with clients such as Salesforce, Coca-Cola, IBM, Intel, and scores of stellar brands, Aaron is a Growth Marketer – a fusion between search, content, social, and PR. Find him on Twitter, LinkedIn, or on the Louder Online blog.