It is not surprising that podcasts, an audio format, are generally not associated with SEO. From mid-2019, Google began to analyze audios files to verify their relevance, marking a new era for podcasts and the Content marketing. In this article, we will teach you how to optimize your podcast. We will give you an overview of everything you need to know about the referencing of podcasts. And, we will show you how to make your show easier to reference.
Why do podcasts need SEO?
To start, it is important to note that your audio content must be of quality if you want to have a chance to classify yourself in search engines.
Natural SEO Podcasts simply means that you can reach audiences that have never heard of you before. People who do not specifically seek a podcast can then be found on yours if he responds to the intention with which the user has carried out his research.
Nowadays, podcasts are widely used to advertise and market products/services. As more and more people consume podcasts, it then becomes necessary to take the appropriate measures to be classified in search engines.
Podcasts in Google Sow
In the past, podcasts were not considered as advantages for SEO, because they were not very popular. They also did not appear on the Google search engine (SERP) results page. However, in May 2019, Google noted that the podcasts were growing and announced that they would be indexed and that they would also appear in the SERP.
Beyond indexing and classificationit is also interesting to note that Google has started to transcribe podcasts thanks to the Speech-to-Text functionality. Users can then find information without having any knowledge of the podcast. This change clearly indicated that podcasts are getting importance. The SEO of podcasts offers companies a new and excellent opportunity to generate traffic.
The best practices to set up to boost the SEO of your podcast
There are several ways to adopt SEO for podcasts. Since Google was previously unable to index audio content, most of these tactics were initially centered on written content. These techniques remain relevant today, but we have also added new audio -specific tactics to ensure that your Podcast is adapted to SEO.
Search for subjects that can generate traffic
The difference between a podcast and a blog is the way it is transmitted. The articles are written while podcasts are audio files. It is well known that blog articles without subject or theme do not generate traffic because users are not interested in reading random content. They are not classified in the SERPS either. The same concept applies to podcasts.
Before launching a podcast, search Current trends. If you already have a subject in mind, look for the associated keywords. This will help you expand your content ideas and you will put all the odds on your side to get many backlinksFor example.
You should keep in mind that not all podcasts are successful and do not generate traffic. The idea is remain relevant and continue to Talking about subjects for which you are recognized.
Choose keywords for each episode
This is one of the most important advice on our list! The use of good keywords is essential for the referencing of any type of content, and podcasts are no exception. The keywords tell Google that your episode is relevant to the search for a user, which Increases the chances it appears in the results.
However, this strategy does not mean that it is enough to choose a keyword that you alone think is relevant for your podcast. On the contrary, the keywords must be those that your target audience is looking for. To determine what are these keywords, you need to do a thorough search.
For example, try the Google Keyword Planner to discover the terms of research that your audience already uses. This tool is ideal for helping to organize a referencing strategy For podcasts. They indicate monthly research volumes. They even suggest expressions of keywords related to which you might not have thought.
Use the keywords in your episodes
That Google has integrated audio content indexingall podcasts can appear in search results. It is a great opportunity for podcasters. To find you even more easily, make sure that your episode contains the keywords that your audience is looking for. Choose a subject based on the keywords you have established and use them throughout your script.
Include written content for each episode
This is another way to optimize your podcast, although many podcasters do not care. Indeed, many are content to download their new episode on an host and wait for listeners to arrive.
Google and other search engines easily analyze the written text to decide whether your content is relevant. By giving Google content written to “read” in addition to audio content, he is more likely to classify an episode in the search results.
It is important to create distinct pages for each episode, with a text that describes its content and context. This offers not only more opportunities to find new keywords, but it also means that you can classify all of these pages on search engines. Better ranking means more traffickingmore listeners and a more faithful audience.
There are two simple ways to add written content to the pages of your episodes:
- First, include notes relating to the show. It is a brief summary, often in the form of fleas. They tell potential listeners what they can find in the episode. It is also a great way to present images, graphics, videos or links that you mention in the episode.
- Second, include audio transcriptions of podcasts. These are complete transcriptions, word by word, all that is said in the show. Have you already created the content (audio), so why not reassign it in written form? It is an easy way to get a lot of written content for your specific page, which Google loves.
Place the keywords in the right places
The placement of keywords in podcasts is an important factor in the texts that accompany each episode. According to search engines, all parts of your website are not equal. Google first analyzes certain parts of the articles and pages, by giving priority to these elements. The most important places to include keywords are ::
- The title of the page
- The title of the episode of the podcast
- Subtitles
- The URL of the page
- Image files names
- ALT Image attributes
- Naturally dotted in the content of the page.
Google sanctions the sites Who make the “Keyword Stuff”, that is to say an overoptimization of the page with a keyword in order to manipulate the search results. When you include target sentences on your site, make sure they are naturally integrated into the rest of the text.
