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Do you know you can increase your Podcast traffic by at least 300% with SEO?
Podcasting is a great way to market your brand and products. It’s getting popular nowadays among the new generation. The audience loves to read as well as wants to listen when they are exhausted.
Thus, blogging and podcasting both are tremendously profitable in the long-term. However, blogging is the oldest platform in the history of the internet while podcasting is rather new.
Your podcast may have great popularity among your audience however, it didn’t appear in Google SERP (Search Engine Result Page). The reason Google didn’t index until the last year 2019 with a recent update. This is a great opportunity for Podcaster to learn how to get most of it from Google by utilizing smart SEO.
In this article, I will give you a guideline on how to do search engine optimization for your high-quality & engaging podcast. So, it will appear in SERP just like usual website/blog content.
Why is SEO important for your podcast?
Honestly speaking if you want to drive free, high-quality, targeted traffic to your podcast only then you need SEO, otherwise, you can forget it. If you do the podcast for a private group & do not want to get in front of the global audience, then you do not need SEO.
However, if your target is a global audience or country-specific audience then SEO is a must for you. By optimizing your podcast for search engines you can get millions of targeted traffic without spending a single dime. While the same amount of traffic would cost you thousands to millions of dollars if you do not optimize your podcast.
As you can see, SEO is a source of abundant free traffic to your site. Though, it is not easy to achieve. Some people spend thousands of dollars year after year without getting their desired success while some others may do it without spending a single penny.
How is it possible? Well, there are some secrets you need to learn to do that properly. Continue to read this guide & I will tell you everything.
Recommended Reading: Best Podcast Hosting Platform for 2021 (Review)
Secret 1: Keyword optimization for podcast title & description
This is the very first step of SEO for your podcast. In general, when we do SEO for a blog/website, we consider several factors. The first one is, choosing a keyword/phrase that describes the content perfectly.
Second, how much search volume that keyword/phrase has & finally, how difficult it is in ranking competition. Before you do anything, you must have to realize that – these factors are all connected. For example, if you chose a high search volume keyword, however, it has high competition in ranking then you will go nowhere if your podcast is new.
Therefore, you have to do a perfect combination like choosing a keyword phrase that has low competition in ranking and has high search volume & also perfectly describes your podcast content.
I recommend you to use ubersuggest for free keyword research. It has a chrome extension which is a handy tool when you use the Google search box. Just type your keyword you want to analyze & hit the search button. That’s it, it will come up with keyword search volume, competition level & CPC cost.
Think of yourself as an audience, what you would write in the Google search box to find a relevant podcast like yours. Try to match a keyword phrase that will describe your podcast content and has high search volume and low competition.
One quick piece of advice for keyword choosing. A long-tail keyword is easier to rank than a short-tail keyword.
For example, “Keyword Optimization” is a short tail keyword while “How to Optimize Keyword” is a long tail. Target a long tail keyword phrase for a better chance of ranking in Google.
Along with the title, add a high-quality relevant description. Don’t forget to incorporate your focused keyword in the description as well. On average, 60 characters should be your title length and 160 characters for the description. Don’t cross this length.
Recommended Reading: How to Increase Rank in Google for Targeted Keywords (Complete Guide)
Secret 2: Focus a unique keyword for every new podcast episode
After you have done SEO for title & description, it’s time to optimize every upcoming episode you are going to make. Though you have selected a keyword phrase for your homepage title and description.
Each episode you create should focus on different keywords that are relevant to that specific episode.
For example, your podcast is about “Ghost Stories in New York”. Your 1st episode is about a little girl who died 7 years ago since then that house becomes haunted.
Here, you should choose a keyword that explicitly describes your first episode. “Haunted house in New York” or “Ghost of a little girl” one of these two keyword phrases should be great. Add this keyword in your 1st episode title and description just like the homepage.
Quick Note: Do not chase for a low competition keyword, which is not relevant to your content. In that case, you should choose the most relevant keyword even if it is highly competitive. Remember, Google does not like to be cheated by webmasters. It’s better to get a little number of visitors instead of getting banned by search engines altogether.
Secret 3: Speak of the keyword phrase in episodes very clearly
If you only add a keyword in the title and description, however, never say it in your podcast then it won’t work. Google has improved & become intelligent.
It can listen to your podcast & will search for keywords in there. Just like a blog post if you add a keyword in the title & description but nowhere in the article body then it won’t work.
And also don’t overdo it. We call it “keyword stuffing”. If you overuse keywords in a blog post it will harm you rather than doing any positive impact.
The same goes for your podcast. Don’t say it repeatedly. Try to make it natural and use synonyms of focused keywords for maximum search engine optimization.
Secret 4: Build a blog post for every podcast episode
Though Google can read your podcast media and can automatically transcribe it. However, it is always better to stay ahead of it by writing a transcript and submit it.
It will be easier for Google to scan the text documents rather than reading the media files. Also, this will increase your chance of ranking. There are various online tools exist you could use to create a transcript from audio files.
After making a transcript, you have to make a document just like a blog post with the title, description, article body of your transcript. If you mention an external source in your podcast, then don’t forget to tag the link in the transcript document as well.
Use headings (H1, H2) to outline the whole document thus it will make it professional which in turn improves your overall SEO.
Besides, even a 30 minutes’ podcast can convert to a 6,000 words blog post. Which can be a massive boost in SEO. It’s better to create a podcast whose transcript will be no less than 300 words but for safekeeping, a minimum of 500 words would be great.
There is another factor why you should build a blog post for every episode. According to WHO (World Health Organization), around 5% of people have some hearing disability which could be a problem for your audience if you do not have a written transcript along with your podcast.
Secret 5: Take advantage of the google podcast application
This is a good opportunity for a podcaster to take advantage of the Google podcast application. This is a powerful tool to optimize not only your SEO but also your podcast itself.
You can analyze audience behavior to get insight into how they react to your media. It will show when your audience tune in & when they drop-off by deep scanning the podcast episodes.
Scan your audience using devices to make sure how your audience listens to your podcast. Which device they use from smartphone, laptop, or desktop. By utilizing this Google application, you can claim your podcast to get access to millions of podcast listeners around the globe.
Secret 6: Build your website with eye-catching landing page
Though you can publish your podcast to various well-known sites, however, having your podcast website can be tremendously effective. Just think this way, you have your showroom to sell your products rather than distribute to various 3rd party showrooms.
Having your website means you can easily build your brand. If you want long-term success in podcasting then I strongly recommend you build your website.
Now, having a website to showcase all of your podcasts is an excellent idea, however, to catch the eye of your audience you need to build a landing page as well. Especially if you want paid subscribers for your podcast.
A landing page can increase your conversion rate by at least 300% if you know how to do it correctly. I strongly recommend you to read my below guide about building a one-page website. It’s free to get started, no shouldn’t have any issue at all.
Recommended Reading: How to Build a Simple One-Page Website (Mini-Handbook)
Do not forget to become socialized. You can drive a massive amount of traffic from social media marketing especially from Facebook, Instagram & YouTube. Getting social sharing can boost your SEO nowadays. Build a page on Facebook & Instagram and keep updating with the podcast.
Creating your community can be a very effective approach if your podcast is entertaining enough. YouTube can be a powerful platform as well but you may have to create a visual presence as well. Only audio won’t become much popular on YouTube. Ultimately, all these efforts can boost your SEO to get massive search traffic in the podcast.