Podcasting as a Boost to SEO? Hmmm.

We’re never going to be able to keep on top of every algorithmic change from Google but every little bit we can do to help can’t hurt, right?  How ‘bout this tidbit?  Did you know that podcasting can boost your reputation and search engine rankings?  With an estimated 42 million Americans listening to podcasts weekly, something is emerging.  In an Edison research study, the podcast listening audience continues to grows year by year. Even now, over 40% of Americans have listened to a podcast at one point or another. The same study shows that consumption of these podcasts at home continues to be the most often named location for podcast listening, the vehicle is a strong second.  This is listening by choice, not forced so we know there’s a greater interest in the content delivered. 

Now, will the creation and publication of a podcast be an instant miracle worker for your SEO? Of course not. Even with Google’s announcement that it will start showing podcasts in search this year, this is not your end all be all for SEO. This is however a big moment for anyone interested in SEO as it shows the growing importance of this medium. With Google’s support, there is a clear indication that podcasts cannot be ignored as a source of valued content.

So, you post your podcast…and the visitors just start rolling in, right? Not exactly. There are certain steps you must take to aid Google in finding your content and boosting its relevance in their eyes. Below are a few tricks you can use to help this process along:

  • First, if you are embedding your audio into your pages, the time spent on your website will organically increase as users listen to your audio. Google and other engines then take that data into consideration in their algorithm because it validates that your site has value to visitors.  This is good!

  • Secondly, the addition to organized and well-presented written show summaries that appear with your audio as side text will also add more relevance to your page in the eyes of SEO. This tells Google and other search engines that your audio, website and content are all verified for the topic that you are presenting.

  • Next, be sure to post all your podcasts to your social media channels. Encourage your followers to share the link if they’ve enjoyed your show.  This also gives you the opportunity to create new customers from existing clientele as these are tacit referrals.  Be sure to note your highest performing platforms so you can optimize your future posts. This word of mouth marketing can improve your SEO as it validates your relevance and popularity online. Beyond the social and SEO benefits, you’re also creating a brand image that can lead to more business opportunity. 

  • Lastly, it’s all in the naming. Creating valid podcast names in all the available podcast directories helps users find your content. These phrases/names will become keywords for Google when a user/potential listener searches that topic. Your podcast name and summary tell Google and other search engines that your podcast is a relevant search response for the subject/keyword of the user.

Given those tips, podcasting can be one of the most cost-efficient ways of boosting your marketing and your online presence. Once your podcast is live on your web page, it lives in perpetuity.  That is the beauty of audio. Your podcast and show summary will continue to garner SEO presence now and into the future. It is important however, to continue to create new content and populate your site with new audio thus allowing “old” yet relevant podcasts to remain on your site will enhancing the success you have had thus far.  Ahhh.  The value of content to search relevance.  Keep in mind, it’s also not about volume but value.  The quality of what a user gets from your content is what will dictate how willing they will be to share it.  And that’s the ultimate goal, isn’t it?  Getting more eyes and ears to look and listen organically…and then connect!