Podcast SEO 2018: Part 2
How to Implement Podcast SEO in 2018
07.02.18 | Podcasting Basics | By: Jon Street
As was mentioned in a previous article, if you’re a podcaster (or considering becoming one), the thought of gaining listeners has to cross your mind in some way. But just daydreaming about getting listeners isn’t enough. There has to be an effective plan of attack on how to get your face (ok, your voice) in front of the world. This is why in part 1 we began to focus the conversation on the pseudo-Mecca of marketing opportunities, SEO. SEO has become so popular as of late that literally everyone is trying to figure out how to use it to get real results for marketing their brand, company or podcast with the greatest success. And while considering this topic we’ve already raised the questions “What is it?” & “Why does it matter?” while offering some basic ideas to cover them. Now we are left to answer the question “How do I do it?”. And while the first entry was more theoretical about what it is, the intention of this paired article will be to focus on tangible, practical ways to put it into practice. The goal of this then will be to enable you to find real ways of using SEO to help you gain traction with your podcast & gain the listeners you are looking for.
Feeding the (search) machine
When we talk about implementing SEO, this is where the dirty work comes in. Discovering what it is & why it matters isn’t the end of the journey. You have to identify some practical ways of implementing it in order to achieve the goal you’re looking for. Honestly, the biggest challenge is knowing where to begin. And the reality is it can be somewhat overwhelming, which is why this article is being offered! Well, the reality is developing a game plan for SEO takes some time & attention. Kind of like love. When you find that special person, you have to invest the appropriate amount of time & attention needed to reap the desired outcome of a strong relationship. In many ways building your SEO is no different. As we mentioned before, when we talk about SEO presence, we are talking about influencing the search engines with your content so that your material is populated when the keywords are searched for. But influence takes time. It takes love. And content. Lots & lots of content. To build your SEO presence you have to show the search engines you are an authority on your topic of choice. By using keywords in your content that appeal to the group you are trying to reach, you influence the search engines to see you as a voice on that topic. So, the more content you push out on those topics, the greater your chances of influencing the search engines to recognize that you are a worthwhile voice on the matter. And while this is a rather simplistic view, this is essentially what you are doing in your strategy. But it’s not that cut & dry. The challenge is not just developing the initial strategy, but being willing to change & adapt as the marketing of SEO changes & adapts. Just like anything, there is change & adaptation that takes place over time. Search is no different. When the internet stormed onto the scene it was very different than it is today. And what it has matured into today is considerably different than it will be 10 years from now. Though we don’t know how exactly there will be changes, we realize we have will have to be flexible. In the same way, our approach to SEO & marketing has to be flexible as well. But that still requires that we draw up a plan of attack for today as a starting point. So where do we go for that? Well for a basic, yet thorough treatment of an initial gameplan, don’t be afraid to look to the experts. This is a growing area of focus in all of business & there are tremendous resources available. But some initial, practical points of application are needed. With that in mind, I offer the following:
Watch your mouth
To get the ball rolling on SEO you have to watch your mouth. Or at least your keyboard. You have to remember that everything is being driven by your word usage. The word you use are being translated into the content being published to be recognized in search. That means that you have to be intentional about your word usage. Now this isn’t meant to be an overwhelming task that makes you shutter & roll up in a ball fearing you might not get it right. This is something you can use to your advantage. Even something as simple as the title, description & content of your podcast episode is impacting your SEO presence positively or negatively. Meaning? Well, meaning that rather than just slapping a title on your episode or punching out a description to satisfy your hosting platforms empty text box, you have the opportunity to appeal to your audience & boost your presence by being intentional with your content. Putting a little thought & time into the details may make a greater impact in your SEO results. When you develop the idea for your episodes content you should also be thinking on how to best develop the word packaging that it will go with. Find ways to creatively & intentionally name your episodes & use keywords to help drive the impact. The more you watch the words & format used through giving a little creative thought into it, the more impact you will have in your SEO presence.
Land the plane
Another great way to gain SEO traction is to have a landing pad for your podcast episodes. What I mean is simply this. If you are a podcaster who is utilizing show notes or transcriptions to leverage your credibility & increase your exposure, many experts highly recommend posting your show notes & written text to a blog/site. Why is this? Well, while it might seem unnecessary or fruitless, this will give the content a place to live & be accessible other than the just hosting platform or directories. Again, the name of the game is influence. While the content you submit to the hosting platform & therefore the directories through your RSS feed will find their way onto the web, having a dedicated site that is accessible with the written content provides a more suitable (not to mention reader-friendly) content of getting your content out for others to read. This means is more effectively accessible by search as well. The more ways you have the content available to your audience (and on something that has your personal branding & your content just a click away) the better. Developing a landing page or website for your podcast will give the capabilities for search to reach it much more easily & impactfully. Need help making a website for your podcast? Call the Resonate team today & see how simple it is.
Repurpose, reuse, recycle
For this point I’m asking you to harken back to the elementary school days when the spokesperson (for whatever organization cares enough about it to send some poor sap to a school to talk to disinterested kids) came to talk about recycling. Remember the message? Take your trash, give it new life & save the world. Or at least, that was the essence of it. Well in some ways the true is the same for your podcast content. There is real value in reusing your content to build SEO presence. While this might seem strange, silly or perhaps downright pointless, you have to adapt your thinking. While many think just regurgitating your content shows you to be a one-trick pony, it practically shows you to be a leader who is an expert on your topic of SEO word choice. When you saturate the web with content rich in the same, consistent words, you are showing yourself to be someone who produces a lot of content on the topic, therefore a voice that need be heard. When you record an episode, don’t stop there. Turn it into show notes or transcription. Turn those who notes into a blog post and social media blasts. Link those things to your website or landing page. Follow up with email campaigns. Do whatever you can to repurpose your content as many ways as you can. But not only just at once, but repurpose it through linking to previously written content on a similar topic. See what I did there? Now to be fair it’s not just as simple as re-posting or republishing old content. There is a right way to do it to be most impactful. But the reality is that you can continue to be found by keyword & get discovered by using your old content in a fresh, inviting way.
Let it roll
The last tip I will offer is to utilize video to help boost your SEO. Now I can hear you laughing at me. I get it. You’re a podcaster. You aren’t an actor. You didn’t sign up to be on camera. Maybe you have a face for radio (or at least podcasting). Well just bear with me. Utilizing video is an extremely powerful method of helping to skyrocket your results with SEO. In fact, this is something that SEO experts are touting higher than just about anything else. When you utilize video in your marketing strategies, some say your content is valued up to 53x higher than just written content alone. That’s absolutely insane. While this might seem strange, especially as I’m positioning this to you as a podcaster, there are effective ways to do this that won’t break the bank & that won’t require you to get in front of the camera. There are simple, unique ways to use video to appeal to your audience & boost your SEO results without having to altar the way you are recording your content. For example, turn your podcast episode into a YouTube video, or perhaps utilize something like an Audiobite to broadcast your audio medium into a video platform. If you aren’t sure what this requires, call our team. While it might mean you need to become a little more creative, the reality is that the dividends may be extremely worthwhile & worthy of your additional efforts.
Now there is much more that could be said. And the intention, as is usually the case with our articles, is not to be thorough, but merely to offer some food for thought & get the wheels turning. But there is enough here to get you started & to get a plan together to gain some real traction with your SEO. By implementing these simple steps you can start to see real results & gain real traction for your podcast, After all, that’s what you’re after isn’t it?
By: Jon Street
As the Production Manager at Resonate Recordings, Jon leads the production team & ensures that all our podcasters have everything needed to release consistent high-quality episodes. Jon & his family are from West Palm Beach, Florida & now live in Simpsonville, KY.