In today's edition, we will discuss the basic SEO strategies for podcast marketing.
I emphasized the importance of a website to complement your podcast (if you have one), because it plays a huge role in increasing discoverability and building your brand equity.
Effective podcast marketing involves strategic keyword usage in titles and show notes, leveraging multiple platforms, and cultivating relationships with guests and listeners.
Building backlinks from high-authority websites is also presented as crucial for improving search engine rankings.
Finally, I suggested that you will need consistent content creation and a multi-platform approach to maximize reach.
Major Podcast SEO Points to Consider
Long-Term Vision for Podcasting
Podcasting should be viewed as a long-term investment for business growth and audience connection. The goal is not just about initial episode launch, but about sustained engagement throughout the week.
Pro Tip: The half life of a podcast is 24 hours. This can scale through 24 months of evergreen engagement.
“If your podcast is not being listened to all through the week, think about the number of people listening to podcasts in the U.S. alone in a week. Podcasting is where you learn a lot about your audience…I was able to know what they like what they don't like how they like it when they like it”
Podcasting offers a unique way to learn about an audience, their preferences and needs.
Podcasts as a Connection and Communication Tool
Podcasts are more than just content; they are a powerful way to connect with people. The approach should be two-way communication, answering audience questions and building relationships.
Importance of a Podcast Website
Having a dedicated website for your podcast is crucial for scalability and brand control. Relying solely on platforms like Apple or Spotify limits growth.
“If you have a podcast and you don't have a website to support it, eventually you don't have to have it on on the spot because as long as you have your podcast it's good, but if you don't have your podcast on a website or have a domain planned for a website, then there's a problem because you're not going to scale your podcast”
A website provides a central hub, allowing listeners to access content across different platforms, and offers the podcaster more control over the user experience. The website enhances brand equity and creates a more legitimate presence.
Websites allow for additional features such as ebooks, affiliate marketing, and building communities.
The website provides a home for content, allowing for it to be easily indexed by search engines.
SEO for Podcasts
SEO principles apply to podcasting; keywords in titles and descriptions are vital for discoverability. The first paragraph of show notes is critical for search engines, which should include the keywords you plan to semantically rank for.
“Your first paragraph of your show notes is really important for search engines, not just search engines with podcast directories, like apple and and Spotify because people search by topics, they don't search by the name of your show. If they don't know your show they're not going to search it”
Backlinks from high domain authority websites (like Medium, LinkedIn, Wikipedia, IMDb) significantly improve search engine rankings and discoverability.
“The more backlinks you have with high domain authority, the higher your chances of going to rank, and the more you are going to show up when they search for your topic.”
The URL should be relevant and concise, reflecting keywords in the podcast title. Podcasters should use tools (like Ubersuggest) to discover relevant keywords and ensure that they are used throughout their content.
Leveraging Multiple Platforms & RSS Feeds: Podcasters should publish their content across various podcast directories and platforms.
"The more you upload your RSS feed to different platforms and directories the more exposure you're going to get”
RSS feeds are vital for distributing content to different podcast platforms.
Linking your podcast RSS feed to a LinkedIn company page pushes the podcast to LinkedIn feeds.
"Connect to your RSS feed in your LinkedIn, right in your LinkedIn company profile, put your RSS feed there in the settings and then connect it to your podcast so that you can start automatically getting push notifications and RSS push feeds from LinkedIn to your podcast on LinkedIn and then from LinkedIn you can now build your connections"
Action Points:
Secure a domain and create a dedicated website for your podcast.
Choose a hosting provider and submit RSS feed to different podcast directories and platforms.
Focus on keyword optimization in podcast titles, show notes, and episode URLs.
Seek out backlinks from high authority websites to increase rankings.
Build relationships with guests and listeners.
Think long-term, focusing on sustained engagement rather than short-term gains.
Frequently Asked Questions about Podcast SEO Marketing
1. Why is podcasting considered a valuable marketing tool?
Podcasting is an effective way to connect with an audience on a deeper level, allowing you to learn about their preferences and interests. It's also an effective method for building long-term relationships with people online. Moreover, the presence of your podcast on platforms like Alexa and Siri helps establish brand equity. Podcasts provide an opportunity for consistent content delivery, offering value over time, which allows you to expand your business reach and engagement.
2. How does the content of a podcast contribute to its success beyond the initial release?
A podcast episode's impact isn't limited to the day it's released. Its value continues throughout the week, acting like a channel in a TV library where people are going back to consume content. The goal is to be part of that library, offering evergreen content that is readily accessible when people are looking for information or solutions, ensuring consistent listenership.
3. What role do questions play in podcast marketing and content creation?
Starting with questions you want to answer is vital for content creation, similar to documenting daily entries in a diary. Each piece of content should aim to address a question or problem, providing value and sparking two-way conversations with your audience. Answering questions and identifying their pain points can form a basis for your episode titles and the overall direction of your show. This approach ensures the content is relevant to your audience's needs and interests.
4. Why is having a website essential for podcast marketing?
While a podcast can exist on platforms like Apple and Spotify, having a website to support it is crucial for long-term scalability. A website provides a central hub where your audience can access your podcast and where you maintain control. A website lets you distribute your podcast from your platform, giving you the power to choose how your audience can listen. It prevents you from being overly dependent on a single platform and allows you to expand your brand presence and connect further with your listeners.
5. How does an RSS feed function within podcasting?
A podcast relies on an RSS (Really Simple Syndication) feed, which is a unique identifier code from a hosting platform where your audio files are uploaded. This feed then distributes your podcast to directories like Apple and Spotify. A website provides a location where your RSS feed lives that isn't just a platform like Apple or Spotify.
6. How does search engine optimization (SEO) factor into podcasting?
SEO is crucial in podcasting for discoverability. The titles of your podcast episodes are critical as they become part of the URL of your podcast episode when it's listed on sites like Podchaser or Listen Notes. These keywords that you place in the title help ensure that people find your podcast when they're searching. Including key topics in your show notes also helps when people are looking on specific podcast directories, like Apple or Spotify, as they are basically search tools. Additionally, having backlinks from high domain authority sites to your website will help you rank higher in search results.
7. What are the benefits of engaging with guests on a podcast beyond the episode recording?
It's important to maintain a connection with your guests post-interview, often through platforms like LinkedIn. This allows you to build a network of people who may refer you to other clients. It also keeps them engaged with your content in the long term and helps with cross promotion. Forming those partnerships and relationships will help your business in the future.
8. How should one approach launching a podcast if they haven't done so yet?
When launching a podcast, the first step is to get a domain and ensure you have a website, creating a central hub to share your podcast. The next step is to choose a podcast hosting platform carefully, and not jump around to different hosting sites every year. While Spotify for Creators is a good starting point for beginners, it's essential to distribute your podcast across multiple platforms for increased exposure. Your RSS feed is a document you are submitting to these platforms and directories so the more you submit, the more discoverable you become. When creating the content, focus on creating a two-way conversation and always focus on the keywords in your title so people find your podcast and not just the competition.
Conclusion
When approached strategically with a focus on SEO and community building, podcasting can be a powerful tool for business growth, brand awareness, and establishing thought leadership. The key is to see podcasting not just as a channel for content, but as a dynamic ecosystem for connection and engagement.
The emphasis on having a website to support the podcast indicates an understanding that true scale and ownership of one's content involves having a central hub for distribution and engagement.
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Happy Podcasting!
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