Podcast search engine marketing 101: Tips on how to Rank Increased


40% of podcast listeners use an in-app search bar to find new podcasts. The pattern is evident: if you’d like extra attain, it is advisable optimize your podcast for search.

One solution to get there’s with podcast SEO. Consider it as invisible levers you’ll be able to pull to spice up your rating and drive extra visitors to your podcast. 

On this put up, we’ll cowl how one can optimize your podcast for Spotify, YouTube, and search — plus uncover how one can discover nice matters in your subsequent episode.

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Desk of Contents

How to Optimize a Podcast for Spotify

How to Optimize a Podcast for YouTube

How to Optimize a Podcast for Search

How to Find Topics for a Podcast

Tips on how to Optimize a Podcast for Spotify

Replace your present web page.

Each podcast on Spotify has a present web page. You possibly can consider it as a touchdown web page in your podcast.

Podcast SEO: Spotify show pageIn line with Spotify, the aim of a present web page is to give listeners every little thing they should find out about your podcast, together with:

  • Its title
  • Its cowl artwork
  • Its present description
  • A “Observe” button
  • An inventory of lately printed episodes

The present web page is not one thing to hurry via — or depart to gather mud. Guarantee every factor is up-to-date, correct, and as compelling as attainable.

Embrace sub-topics in your present description.

Present descriptions are usually brief and concise, so it is advisable make each phrase depend. To get an search engine marketing enhance, incorporate phrases or sub-topics that match what your potential viewers is trying to find. 

As an example, the well being and wellness podcast Maintenance Phase contains sub-topics like “well being fads,” “wellness scams,” and “diet recommendation” in its description. These are search groups that might lead somebody to the podcast. 
Podcast SEO: show description on Spotify

Entrance-load key info in your episode description.

Writing an episode description is one other solution to optimize your podcast, however many skip it. This house affords key phrase alternatives, which means you’ll be able to rank particular person episodes in search.

Spotify recommends utilizing the primary 20 phrases of your description to hook new listeners. Do not repeat info in your episode title or common podcast description. As an alternative, leap proper into the episode’s subject or visitor.

Tips on how to Optimize a Podcast for YouTube

Add video chapters.

A number of years in the past, Google started surfacing YouTube content material in search outcomes. As an example, a fast Google search of “Tips on how to have a breakthrough” populates an inventory of related movies — together with a video chapter from the Tony Robbins Podcast:

Podcast SEO: adding video chapters to YouTube podcast video

To indicate up in search outcomes, begin by dividing your podcast into totally different sections, often known as video chapters. This creates a construction for Google to know your video.

It is not sufficient so as to add video chapters — you additionally have to optimize them. The secret’s including relevant keywords within the title of every chapter.

Within the video under, the first key phrase is “e mail advertising and marketing,” however, by leveraging video chapters, it additionally targets the key phrases e mail record and e mail segmentation.

Podcast SEO: targeting multiple keywords using YouTube video chapters

Moreover the search advantages, video chapters additionally enhance consumer expertise. As an example, have you ever ever skimmed a whole video to discover a specific dialog or subject? By including chapters to your podcast, viewers have a roadmap to skip to the matters that the majority curiosity them.

Create playlists.

In case your podcast covers a spread of matters, take into account making a playlist for every subject. Why? YouTube populates playlists in its search outcomes, giving your content material one other probability to be seen.

Podcast SEO: playlists appearing in YouTube search results

Playlists may set up your podcast library and ship viewers down a content material rabbit gap, encouraging them to spend extra time watching associated movies.

For instance, the Jay Shetty Podcast has quite a few playlists on its YouTube channel, together with well being ideas, cash habits, and relationship recommendation. Should you’re involved in one in all these matters, you possibly can spend hours listening to a single playlist.

Podcast SEO: an example of a YouTube podcast channel using playlists to organize videos under different topics.

Add the goal key phrase to your video’s file title, title, and outline.

Earlier than hitting “Publish” in your subsequent YouTube video, ensure the next areas are optimized:

Now let’s check out how one can optimize your podcast for search.

Tips on how to Optimize a Podcast for Search

Plan your episodes round particular key phrases.

Key phrases are the secret with regards to podcast search engine marketing. In any case, the primary manner individuals uncover new podcasts is by way of the search bar.

By planning your episodes round key phrases, you’ll be able to put your present (or particular person episodes) in entrance of customers who’ve particular intents.

As an example, you probably have an entrepreneurial podcast like The Side Hustle Show, you may goal key phrases like “facet hustle,” “print on demand,” and “internet online affiliate marketing.”

Podcast SEO

All the time embody written content material for Google to index.

By no means skip out on writing a title or description for every podcast episode. Sure, it is time-consuming, however it offers Google one thing to “learn” and perceive in additional element. 

It is also a good suggestion so as to add a transcript to your podcast. Whereas Google’s text-to-speech capabilities are enhancing, it is not at all times correct.

By including your personal transcript — both manually or routinely — Google can higher perceive the content material of your episodes. Plus, with the proper subject, key phrases, and key phrase placement, you’ll be able to enhance your podcast’s discoverability and rating.

Create a web site in your podcast.

Whereas this is not mandatory — particularly if you’re just starting out — having a devoted web site in your podcast has search engine marketing advantages. A web site affords extra actual property for key phrases and provides engines like google extra details about your podcast past simply the title and outline.

You can too create weblog content material that compliments your podcast. It is a nice solution to cross-promote throughout a number of channels and construct an even bigger following within the course of.

Tips on how to Discover Matters for a Podcast

Whether or not you are just starting a podcast or have been within the sport for years, it is important to seek out good matters to speak about.

Podcasts cowl a spread of topic issues. Listed below are the three predominant varieties:

  • Trending matters — these are matters that obtain higher-than-average consideration and engagement on social media. 
  • Evergreen matters — these are matters with constant search demand and curiosity.
  • Interviews — these are matters that relate to an interviewee and/or their space of experience.

Tips on how to Discover Trending Matters

One of the simplest ways to seek out trending matters is by checking what phrases, phrases, or tales are trending on social media. Twitter is a good place to begin.

You can too leverage key phrase analysis instruments comparable to Google Trends, Moz, and Semrush to identify trending key phrases and gauge the recognition of sure matters.

Tips on how to Discover Evergreen Matters

Right here, the objective is to seek out matters which can be tailor-made to your viewers and obtain a specific objective. As an example, you is likely to be an actual property investor trying to supply recommendation to new professionals within the subject. 

This requires doing a deep dive into your viewers. What are their pursuits? Wants? Ache factors? These questions are key when discovering evergreen content material.

As well as, use a keyword research tool (like those listed above) to seek out matters referring to your area of interest, business, or experience. All the time examine to see if demand is constant or fluctuates all year long.

Again to You

As the recognition of podcasts continues to surge, so does the necessity to optimize them for max attain. Following the guidelines above, you’ll be able to guarantee your podcast content material is correctly optimized for engines like google. 

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