Podcast’s audience has risen dramatically over the last few years. The increase in media consumption and the wide variety of podcasts available are the two main factors responsible for this growth. Users are now able to find an almost infinite number of podcasts online, with little but no effort.
A digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new instalments of which can be received by subscribers automatically.Lexico
Podcasts offer what social media can’t, a unique connection with an audience in a long format that usually deals with hot topics. The best part is that podcasts are not as exploited as it might seem, for every podcast out there, there are 750 blogs and 29 YouTube channels.
In May 2019, Google announced podcasts were going to be included in Google searches and a new opportunity arose for those interested in SEO. Although there is still room for development, here are a few tips to improve your podcast SEO:
SITES ARE ALWAYS THE ANSWER
One of our first recommendations as an SEO agency is to create a website for your podcast, the same way we did when we talked about ASO. This is simply because we know much more about site SEO rather than podcast SEO and we can use the site to drive traffic to our podcast. Not only that, but sites are much more accessible when it comes to posting additional information and making use of keywords to increase organic traffic.
We also encourage you to create structured content, the same way you would do when creating a normal blog. Not only will it improve your image in front of your audience but also help Google understand and categorize what you are saying. Moreover, as Google transcribes podcasts’ content into metadata, the more organized it is the better for your exposure.
One way to do this is by dividing your podcast in chapters, so users can easily find the content they are interested in. Although there is no hard evidence that suggests making use of chapters will drastically improve your rankings, search engines tend to reward those whose content is easily accessible. Moreover, a table of contents might be a good way to introduce new keywords
MIND THE KEYWORDS
Keywords are one of the most important aspects in the SEO world and they once again are required for this specific branch. Make sure you carry out the necessary research when selecting your keywords and try to avoid using similar keywords in different episodes. Remember that the most important keyword should be added in your tittle and followed by secondary keywords in the episode description or summary. As an extra tip, you should know that titles containing questions tend to have better results!
TRAIN YOUR VOICE
Developing a podcast voice will not only improve the perceived quality of your episodes but also help Google transcribe better the content you create. If you listen to some of the most popular podcasts out there you will realise how important the voice of the podcast host is. However, focus first on the content and quality and try to develop your voice as you upload more and more episodes.
With the increasing popularity of podcasts, Google Podcasts has become quite useful when it comes to improve rankings. You can include your episodes in GP by adding your podcast’s RSS feed. By doing so, you will appear as an audio snipped in search results for specific queries.
FIND YOUR BALANCE
After reading all these tips you might feel like your podcast needs some improvement. We recommend you to make all the changes you can to improve your podcast SEO but be careful, we don’t want you to sacrifice quality. After all, a podcast’s success depends on the content and connection with the audience, if you loose that, it won’t matter how visible you are in search engines. Try to secure a decent quality level and audience before you start implementing major changes that will take time and resources.