Have you noticed just how popular podcasts have gotten in recent years? There are so many prominent individuals in the digital sphere that are leading so many interesting conversations on a myriad of important topics, and it seem that nowadays you can find a podcast about anything that sparks your interest. This is good, this means that information is finally being shared across the world in a fun and engaging way, and that knowledge can reach everyone through their phones and computers.
So, if you have your own podcast, you can use it to elevate your brand’s standing in your industry by becoming a go-to source of quality information. However, you can’t expect people to stream your podcasts or find you online all on their own – instead, you need to improve the visibility of your podcast in the organic searches. Let’s take a look at the best ways to optimize your podcast for the search engines, and maximize their marketing potential.
Incorporate all relevant keywords
First things first, you’ve got to do some good old keyword research if you are to start optimizing all of the content surrounding your podcasts to achieve better results in the SERPs. Now, given the fact that this is a special type of content, your keyword pool is going to be a mixed bag of general and primary keywords (for each episode) and those niche and nuance terms that people are searching for.
Expect to weave special keywords into the copy such as long-tail keywords in the form of a question, because you will find more and more users searching for content by typing a question into the search box. Don’t be afraid to sprinkle various relevant keywords into all of the content surrounding every podcast, even if some of them are but a small talking point in a lengthy episode – they are still relevant and will provide your audience with the answers to their questions, even questions that haven’t crossed their minds yet.
Nail the title of each episode
Arguably, the title is the most important element of podcast SEO that will allow each episode to rank in the appropriate sections of iTunes and Google Play, and it will also help rank the podcast high in the search results. While the surrounding content (which we will touch upon shortly), will also play an important role here, you need to make sure that you have optimized every aspect of the title first in order to maximize the SEO potential of each episode.
With that in mind, make sure to:
- Make the title relevant to the entire episode.
- Don’t make it vague, instead, make it as specific as possible.
- Integrate your most important keywords into the title.
- Add your brand’s identity to the title as well to make it stand out in a group of similar episodes.
- Add a subtitle with other relevant keywords that will closely explain the episode to your audience.
- Don’t stuff your keywords, though, because you might get penalized by the search engines and the streaming services.
Rank high for your local audience
Before you can establish dominance on the global podcast scene, you would do well to establish yourself as an authoritative source of information, and a household name, in your local market. After all, why try to contend on a global scale when you have millions of potential listeners and brand followers right in your “back yard” that you can inspire to tune in to your every episode? It is especially important to focus on local SEO if you’re filming podcasts in highly-competitive markets such as Hong Kong, which is a prime example of podcast optimization.
Marketers and content creators will work with a prominent Hong Kong SEO company primarily to create an SEO strategy that will put their podcasts on the local map, and make every episode as visible and relevant as possible to the local online audience. This often sparks organic podcast growth, as the local audience starts spreading the word of the podcast across the country and beyond its borders, which also tells the search engines that your podcast is relevant to the global audience as well.
Use supporting content to boost SEO
In order to rank your podcast as high as possible in local and general search results, you have to leverage all of the written content as well as the supporting content surrounding every episode. What’s more, you should also mention your primary keywords in the recording as well, because recent changes to Google’s algorithm suggest that the search engine will listen in on your podcast much like YouTube listens for keywords in your videos.
As for the supporting content that you can create, you have a host of options at your disposal, all of which you should explore:
- Turn your podcasts into SEO-friendly blog posts.
- Add SEO-rich show notes and timestamps to make navigation a breeze.
- Add a transcript of the podcast.
- Incorporate key takeaways with primary and auxiliary keywords.
- Build social proof and inspire bloggers to reach out for backlinks by listing all media portals where your podcasts have been featured.
Add YouTube to your podcast SEO strategy
And finally, don’t forget that YouTube is the second biggest search engine in the world, right after Google, and that YouTube videos come up in the search results as well – hence the need to rank as high as you can on this powerful platform. Be sure to find the relevant keywords for this platform and mix them up with your primary keywords, and then weave them into your title and video description.
Make sure that the video is geared towards a specific search intent, and don’t try to sell anything if the user is looking for relevant information only. Ask your viewers to like, comment, and subscribe, as this will elevate the visibility of each episode on YouTube, and on Google.
Podcasts have become a powerful tool in the realm of digital marketing, which is why you need to start making them if you want to take your marketing strategy to the next level. That said, you also have to make sure that your audience can find them easily, so follow these SEO tips to rank your podcasts high in the SERPs.