As the popularity of podcasting skyrockets worldwide, using Search Engine Optimization (SEO) to position your podcast, increase traffic to your website and expand your business online is becoming an essential tool of the trade. The sky is not the limit here
Have you ever wondered how websites with the most visits manage to rank so highly within search engines? The chances of having a successful podcast increase if you get to know better how search engines work and use it to your advantage. Just as your blog is the workhorse for your website, SEO is the workhorse behind inbound marketing.
To position your podcast in search engines and streaming services, it is necessary to understand how these work:
SEO works with us, the humans of the Internet. It depends on what users of the search engine enter, for it to feed its algorithm. The more people search for a word, or a series of words, the more popular it becomes. Thanks to SEO, it gets easier for users to achieve the best results and find their answers faster. It works the same way with Twitter, where keywords become hashtags and trending topics. If your aunt enters a word or a phrase as a search, it will probably stay like that, a common search. However, if you find a meeting point with hundreds, thousands of people around the world and that same common theme (let’s say the release of a new gadget or a political event), then it becomes what we commonly have known as “viral”.
Contrary to popular belief, the best SEO practices derive from written content that is directed towards humans (as opposed to computers). You don’t need to create any fancy algorithms for search engines to realize that your podcast or website exists. However, we do recommend you carry out some specific actions when it comes to SEO, so your potential listeners looking for the knowledge that you have can find you before stumbling into any other content.
So how can SEO help my podcast flourish?
Great SEO copywriting can support your podcast series and your website, but it’s really up to you and your commitment to continuously feed your content. Now, there are multiple ways to optimize your podcast for search engines: When you introduce and incorporate keywords and descriptions within different parts of your posts, search engines will notice right away. They may seem like tiny details, but over time, all these actions will allow your podcast to live up to its fullest potential – and rank highly among other podcasts, blogs or websites.
Another important element to position your podcast in search engines are ID3Tags, which are simply one more type of metadata that lives inside your audio file. That’s right, they’re part of the stored information in your podcast. This allows you to embed the most relevant info, such as the host name, episode title, track number, genre of the podcast, and some words you will also want to be part of your ID3Tags. ID3Tags are compatible with most software media players, so when you upload your podcast, search engines know for sure what the show is all about.
Using keywords, categories and tags for every episode you release will automatically tell search engines where to segment your podcast. If you are concrete about the topics you want to share, it will be easier for you to get along with search engines. The same magic happens when you do a blog post to compliment your podcast. Partnering your podcast with show notes and episode resources is a great tool to redirect listeners back to your website. A visually appealing image always helps to attract new listeners to your podcast, but it’s important for you to add a description and an alternative text for the image you choose. Working in-depth with these tools is essential and if you don’t have a blog for your podcast or vice-versa, you should make space for it now.
What about the numbers?
Making your podcast attractive to your audience will be quickly reflected in the stat sheets: Podcasts become popular because people want more of them, and with plays come downloads, ratings, and reviews. This is how restaurants and attractions get trendy at Trip Advisor, for example; it’s also the reason why you should add to your copy a reminder for everyone to subscribe, rate and give a review at the end of each show.
Once you’ve finished adding these elements to your production workflow, don’t forget to share your fresh content on social media platforms, such as Facebook, Instagram, LinkedIn, and Twitter. You can try different approaches through each social network to reach the correct audience (keep in mind what time is rush hour in each network, so your content can be seen and shared).
Now that we have reviewed the strategies for using search engines to your advantage, it’s always gratifying that all the hard work and effort is reflected in results. Keywords, analytics, and SEO are powerful tools to raise your brand, but the top move should be persistence. Giving your listeners epic content and making them feel elemental to your project, will make your podcast bloom like a flower camp in the middle of spring.
The sky is no longer the limit. Nodalab has everything you need to get your podcast out there and work along SEO. Boost your audience and streamline your podcast series with the help of an expert.