Written by Keith Coppersmith
Podcasts are one of the most popular media forms which have a goal to educate, entertain or raise awareness. They can cover a multitude of topics such as cinema, sports, gaming, technology, and people listen to them while commuting to work, doing routine tasks, brushing their teeth in the morning, getting ready for classes…The options within the world of podcasts are numerous but only if you know how to attract your audience. With that in mind, here are a few pieces of advice on how to use SEO to your advantage.
Make the most of your website
Although your podcast is an audio file, you would be wise to work on your website’s SEO so as to stimulate traffic to it and then the visitors will have an opportunity to get acquainted with your podcast. It’s best to have an individual page for each of your podcast episodes, while the transcript, episode recap, and key takeaways can be your supporting content.
Individual pages would help with sharing the episodes across different channels and as for the content, make sure that it is not hidden or difficult to navigate through. Also, you might consider leaving your contact information, such as your email address, so your listeners can easily get in touch with you if they have any questions or if they want collaboration.
Include YouTube in your strategy
YouTube is the second most popular website and its traffic is immense – how can you sail that tide and incorporate it in your marketing strategy? Well, by converting your podcasts’ audio files to videos. Luckily, there are tools that can aid you to achieve that, and alternatively, you can video your podcasts. It can sound a bit overwhelming to those who are camera shy but the video doesn’t have to have a complex set or scenario.
YouTube’s SEO is a different ball game but what you can do is to create a description that will have a link to the episode page and the notes, driving the traffic towards your website. Also, it would be good to provide your own transcript instead of YouTube’s auto-generated one because it can be full of mistakes that will affect the SEO, as well as confuse the listeners who are not native English speakers and who might rely on that transcript.
Give some thought to the name
The name of your podcast and the individual episodes are elements that need to be thoroughly thought out since, for instance, iTunes’ ranking algorithm places value on titles most, besides the number of subscribers and reviews. Strive to make it interesting but again, not too complex, obscure or too obvious because you wish the titles to be memorable and catchy so that people have no problem returning to your podcast episodes and recommending them to others even without a link.
In the latter case, when their friends type in the title of the episode or your podcast’s name, for your ‘product’ to rank high on the search list, you have to first take care of branding your name because you need to take control of your online identity. Also, by registering your personal domain and linking it to your social media pages or your website, you will protect your brand, your name, and your online reputation from any potential impersonators.
Leverage on social media
We are all aware of the power of social media and how much they have revolutionized the way we communicate and even the way we do business since an online presence across different social media has become a must for a brand that wants to be successful. With that in mind, your podcast needs to be a part of these communities because they have become essential for SEO metrics and analytics.
What’s important before you start sharing your podcasts via different social platforms is to know how each function so you take the most out of every post. For instance, Twitter has a limited number of characters so you would need to create short potent descriptions. Facebook allows for more freedom of sharing, which you can do through your personal profile, your podcast’s profile, or Facebook groups interested in the topics you cover via your podcast.
Tend to your RSS feed
When average members of a podcast audience subscribe to your podcast on iTunes, Google Play Music or most other podcast platforms, they are actually subscribing to your RSS feed. The RSS feed helps the user access updates to websites, which means they will be keeping track of the changes, that is, new podcast episodes that you created and posted on the platform.
To make sure that all information is valid and up to date, when making any changes, you need to update those elements in your RSS feed as well. However, keep in mind that sometimes it can take up to 24 hours for those changes to be reflected on those platforms. This is an important element of your SEO strategy because if you are sloppy about updating your RSS feed, your listeners will notice those inconsistencies.
There are many podcasts available on the internet but apart from unique content, your competitive advantage needs to be your SEO strategy. By implementing these SEO tips, you will ensure that more people get an opportunity to listen to your content.
About the Author
Keith Coppersmith is a business and marketing expert who has experienced both the rise and fall of many businesses. As a regular contributor at BizzmarkBlog, he enjoys writing and providing insight into the marketing industry based on both practice and theory.