Podcasting is big business, and it’s only getting bigger. The biggest podcasters make hundreds of thousands of dollars and even small creators make a few thousand per month.
And as more and more people tune in to podcasts, there’s an opportunity for businesses to reach a whole new audience through this medium. But in order to take advantage of this opportunity, you need to make sure you practice podcast SEO.
Unfortunately, many podcasters don’t put much thought into their SEO strategy, and as a result, their podcasts aren’t being discovered by potential listeners. If you want your podcast to be successful, you need to make sure you’re optimizing it for search.
Let’s take a look at what SEO is and how you can use it to get more podcast listeners.
Podcast SEO Video
In this Podcast SEO video, you will learn how to properly optimize a podcast for search!
What Is SEO?
SEO stands for “search engine optimization.” It’s the steps you take to optimize your website or content so that it ranks higher in search engine results pages (SERPs).
The higher your content ranks in SERPs, the likelier people are to find and listen to your podcast. That’s why SEO is so important for podcasters.
There are a number of different factors that go into SEO, but some of the most important ones for podcasts include:
Keywords are the words and phrases people use when they search for something online. When you choose keywords for your podcast, you’re telling search engines what your podcast is about. As a result, you need to choose keywords that accurately describe your podcast’s content.
Metadata is the information that appears in SERPs alongside your content. It includes things like your title, description, and keywords. When writing your metadata, be sure to include relevant keywords so people know what your podcast is about.
The actual content of your podcast is also important for SEO. Here, you want to include relevant keywords throughout your episode so that search engines can index your content in the correct categories.
There are a number of other factors that go into SEO, but these are some of the most important ones for podcasts. If you want your podcast to be successful, you need to make sure you’re paying attention to all of them.
Now that you know what SEO is and why it’s important, let’s take a look at how you can optimize your podcast for search. Here are some tips:
1. Do Your Keyword Research
The first step in any SEO strategy is keyword research. You need to find the right keywords to target so that your podcast can be found by potential listeners.
There are a number of different tools you can use for keyword research, but it all boils down to owning a handful of keywords that your listeners are searching for. You want to settle on one or two podcast keywords and put in the work outlined in the rest of this article to make sure you’re on top of the SERPs when people look for them.
2. Optimize Your Metadata
As we mentioned earlier, metadata is the information that appears in SERPs alongside your content. This includes your title, description, and keywords.
When writing your metadata, be sure to include relevant keywords so people know what your podcast is about. Your title and description are important because they’re what people will see before they decide to click on your podcast.
3. Optimize Your Episodes
In addition to optimizing your metadata, you also need to optimize the actual episodes of your podcast. This means including relevant keywords throughout the episode so that search engines can properly index your content.
You can do this by mentioning your keywords in your intro, using them throughout the episode, and including them in your outro. Just be sure not to overdo it or you’ll sound like a broken record.
4. Create a Website for Your Podcast
Optimizing the content and metadata on the podcast platform is great, but a website takes your podcast SEO to the next level. Here, you can control everything from the design to the content, and you can even include additional features like a blog or forum.
Your website will be your podcasts’ home. Having a URL dedicated to your podcast helps your SEO efforts exponentially. Plus, it gives you a place to point people to when you’re mentioned on other websites or social media platforms.
On your website, create a page or blog post for each episode of your podcast. Include relevant keywords for the overall podcast as well as the specific episode in the blog post. Also, make sure there’s a link to listen to the podcast right then and there and a way for people to subscribe to catch future episodes.
5. Submit Your Podcast to Directories
In addition to optimizing your podcast for search engines, you also need to make sure it’s listed in directories. This is where most people will find new podcasts to listen to, so it’s important to make sure you’re included.
Some popular podcast directories include iTunes, Stitcher, and TuneIn. There are also directories specifically for certain niches, so be sure to submit your podcast to relevant ones. Google has its own syndication platform for podcasts called Google Play, so don’t forget to submit your show there as well.
6. Create Episode Series
If you want people to binge-listen to your podcast, consider creating an episodic series. This is where you release a bunch of episodes on the same topic at once instead of spreading them out over time.
People love binging content, so this is a great way to keep them engaged with your podcast. Plus, it makes it easier for them to share your episodes with others since they’re all on the same topic.
When creating an episode series, be sure to include relevant keywords in the metadata so people can find them. You can even create a dedicated landing page on your website to promote the series.
Google loves it when your content is interconnected like this. So not only will your listeners love it, but your podcast SEO will get a boost as well.
7. Write Blog Posts Instead of Transcripts
A lot of podcasters create transcripts of their episodes and post them on their website. While this can be helpful for some people, it’s not the best use of your time if you’re trying to improve your podcast SEO.
Instead of transcribing your episodes, write blog posts that cover the same topics. This way, you can naturally include your keywords and really optimize your content for search engines. You must also include a link to the episode so people can listen while they read.
8. Promote Your Podcast on Social Media
Social media is a great way to promote your podcast and drive traffic back to your website. Every time you release a new episode, be sure to post about it on social media platforms like Twitter, Facebook, and Instagram.
You can also join relevant online communities and forums and share your podcast with people there. Just be sure you’re not spamming people or you’ll soon get banned.
When promoting your podcast on social media, be sure to include relevant keywords and hashtags. This will help people find your content and improve your podcast SEO.
9. Invest in Advertising
If you want to give your podcast SEO a real boost, consider investing in advertising. You can run ads on social media platforms, Google, or even other podcasts.
Podcast advertising is especially effective since you can target your ads to people who are already interested in your niche. This means they’re more likely to listen to your show and visit your website.
Don’t run ads without ensuring your chosen keywords are in the headline and copy to boost your reach even more. And of course, include a link to your podcast landing page or website so people can learn more about you.
10. Monitor Your Analytics
Finally, it’s important to monitor your podcast analytics so you can see what’s working and what isn’t. This way, you can adjust your strategy as needed to improve your results.
Some things you should track include the number of downloads per episode, the average listen time, and where people are coming from. You can use tools like Google Analytics and Apple Podcasts Connect to see this data.
By monitoring your podcast analytics, you can fine-tune your podcast SEO strategy for even better results.
Does Podcast SEO Really Work?
This is a reasonable question since podcasts are audible and SEO has generally been for written text. The answer is a resounding yes! It is important to do SEO for your podcast because:
- People use search engines to look for podcasts
- Good SEO helps people find your podcast more easily
- More downloads mean a better ranking on iTunes
- You can get featured in the “New and Noteworthy” section of iTunes
Podcasts are a great way to reach a wide audience, but only if people can actually find your show. In 2019, Google revealed that podcasts would become rankable on their SERPs thanks to technology making it possible to listen to your podcasts and find relevant keywords that answer the queries people have.
So it is true that working on your podcast SEO can land you on Google’s SERP and more people can find you this way. However, it is also important to be ranked on iTunes because that is where most people go to look for podcasts. There are over 2 million podcasts on iTunes, so being featured in the “New and Noteworthy” section can help you get noticed by new listeners.
Ranking well on both Google and iTunes can help you reach a wider audience and grow your podcast.
How to Optimize Your Podcast for iTunes
The steps to rank well on iTunes are similar to Google podcast SEO. There are a few things that are additional to the steps above. To optimize your podcast for iTunes, here are a few steps you can take:
- Use descriptive and keyword-rich titles
- Have quality artwork that is 1400×1400 pixels
- Write a detailed and keyword-rich description
- Use keyword-rich tags
- Choose a category that is relevant to your podcast
- Consistently release new episodes
- Promote your podcast on social media and other channels
- Monitor your analytics to see what is working
Is Podcasting Saturated?
Wondering if it makes sense to start a brand new podcast now? After all, there are already so many out there. The answer is that it depends on your niche.
For example, if you want to start a general podcast about business or news, then yes, the market is saturated. But if you want to start a podcast about a specific niche like plant-based cooking or crocheting, then there is room for you.
The key is to find a niche that you are passionate about and that hasn’t been done to death. There are still plenty of opportunities for new podcasts if you can find the right niche. And if you really want to start a podcast in general categories, then the key is to build your community.
Having an engaged community of loyal fans is more important than the number of downloads you get in the beginning. If you can build a community of passionate listeners, then you will be successful no matter what niche you’re in.
Ready to Optimize Your Podcast for SEO?
Podcast SEO may seem like a lot, but it’s not as complicated as it seems. By following the steps above, you can optimize your podcast for both Google and iTunes and reach a wider audience.
316 Strategy Group is an award-winning SEO company headquartered in Omaha, Nebraska. There are many benefits of podcasts for small businesses. Launching a podcast for your business is a great way to enhance your SEO strategy. Yes, Podcasting is great for SEO.
Our team of podcasting SEO experts are standing by to help you turbocharge your podcast to new heights!
The Omaha Podcast
Are you interested in learning more about our very own podcast in partnership with Two Brothers Creative? Tune into your favorite podcast listening platform and search The Omaha Podcast.
The Omaha Podcast is a community created to help entrepreneurs like you succeed in Omaha, Nebraska. In every episode, we’ll learn what has made local businesses thrive, how they built their success, and the lessons learned along the way.
We’ll hear these stories directly from the Omaha entrepreneurs, business owners, and community leaders, to help you create your own success story. This is your community, this is The Omaha Podcast.
The Omaha Podcast is powered by the partnership of 316 Strategy Group & Two Brothers Creative, who are both invested in the strength and success of our local business community.