SEO seems to be one of the most misunderstood digital marketing options. There are so many things that help with SEO and a podcast is just one!
When launching the Let’s Get Visible Podcast last year, I knew that this would be something that helped with my visibility. But here’s the thing, as with all types of marketing you really need to understand the mechanics of how it works and you need to enjoy doing it too!
Like video marketing, there is nowhere to hide when you’re podcasting. If you can’t bring across your personality or be engaging then it may not be the best use of your time and budget. The topics and information you share should excite your audience and leave them wanting more. If you come across flat with zero interest in what you are saying, you will lose engagement, quickly.
So, what are some of the considerations you keep in mind when selecting podcasting as your marketing and communications channel?
Let’s take a look at these and the impact they have on your SEO and visibility efforts.
Get More Organic Traffic With Podcasting
This one is super important because it needs to align with your strategy and goals. There’s no point in creating an episode on a topic that’s totally left of field and makes no sense regarding what you do and what your area of expertise is.
The same principle applies to your blog post content. These should both be mapped out ahead of recording and writing time so that there is a purpose and intention behind them. It’s not about what you like to write and talk about! I can’t emphasise this enough. Do your topic research, find out what people are talking about, what information are they looking for? You can then become their go-to resource on that area or topic.
Whilst I do love a natural and easy flowing conversation, you must remember to add some structure to your podcast episodes. To help with search engine optimisation, incorporate those all-important keywords in things like your podcast episode titles and stick to the main topic.
If you are interviewing guests, which I often do on my podcast, ensure you have sent them a run sheet. The last thing you want to do is leave them feeling nervous or unprepared. As mentioned above, you can’t hide in podcasts. Along with this, you should also let them know how the recording will take place – is it over Zoom? Do they need special logins to your podcast platform? Will you just be sharing audio or video as well? Anything you can do to make your guest feel comfortable and calm is the way to go so that the episode can run as smoothly as possible.
Editing Your Audio Content
Once you have recorded your episode, it’s time to get editing your audio content! If you take a listen to other podcast’s you will notice a few consistent components.
The all-important intro should be pre-recorded separately letting listeners know who you are i.e. podcast host, what the podcast is about and who it’s tailored for.
Next, you will need to add some catchy intro music that aligns with your brand. Most platforms will offer some free tunes here, so don’t worry about getting an orchestra organised.
Thirdly it’s time to add that episode content. I prefer to keep mine quite raw and not heavily edited but each episode is different and may require some further finessing.
Don’t forget the outro, thanking your podcast audience for listening and adding a call to action like subscribe, review, and/or leave a comment. You also want them to come back! As obvious as it sounds, ask them to tune in again.
The last piece is the outro music – this doesn’t have to be the same as the intro music but it can be if it fits in well. I have chosen two copyright free sounds for my podcast and no matter the topic, it always flows well.
Sharing Your Podcast
Most podcast apps will have a distribution process whereby your episodes are syndicated across other popular platforms like Apple Podcasts, Spotify, Google Podcasts and so on. But what about your own website?
When it comes to Podcast SEO and getting the full value of your individual episodes I highly recommend adding a podcast section (just as you have a blog section) to your website. This way, that juicy content with important topic keywords can also be seen by search engines like Google. As with blog content, podcast content is gold – as long as you take into consideration the points mentioned above. There must be structure and topic selection that is relevant to your area of knowledge and expertise.
Don’t forget to use your Social Media channels here! These are great tools to use to further share your content and brand messaging and it also helps with your SEO efforts too.
Do you have an email list? This is another great way to send online users your way and get your podcast audience engaging with your audio content.
A Successful Podcast
As with all things marketing, creating a successful podcast channel will take some time to build. And it depends on the amount of effort and time you contribute to it.
Having a podcast is just one of many SEO strategies you can utilise to increase the online visibility of your business and brand. But most of all it’s lots of fun! Whilst thinking about your podcast rank, don’t let that be the only reason for doing it. Give your podcast audience a great user experience by sharing your insights and having real conversations, it doesn’t need to be 100% perfect or ‘instagram ready.’
It should be engaging and entertaining, ready for your audience to enjoy while working or driving or just chilling on the weekend.
Are you ready to dive in and take the podcast plunge? If you need some help deciding on this as your SEO strategy, get in touch with me today and let’s have a chat about how I can help.
Doreen Brown from Let’s Get Visible has 9 plus years of experience working with small to medium businesses using ethical & evidence-based Digital Marketing and SEO strategies. She also has a podcast and online academy to further support businesses with their visibility needs.