Oct. 4, 2021

Podcast SEO: The Few Tricks That Actually Matter


In this episode, Dan Sanchez talks about the two types of Podcast SEO. One is for ranking on podcast apps where he reviews the three critical elements that make the largest impact. The other is how to use your podcast to earn Google rankings where he shares his seven-step framework to get your podcast episodes ranked. 

Transcript

WEBVTT 1 00:00:01.280 --> 00:00:05.639 Welcome back to my club, where we break down what's working with BEDB podcasting. 2 00:00:05.839 --> 00:00:09.470 I'm Dan Sanchez, friends called me Danchez, and today I want to 3 00:00:09.509 --> 00:00:15.269 talk about podcast Seo and the few tricks that actually matter. Now, if 4 00:00:15.269 --> 00:00:18.390 you've been in podcasting for long, or maybe you're just getting started, there's 5 00:00:18.429 --> 00:00:21.500 one downside the podcast. Say It's one of the things that kept me from 6 00:00:21.539 --> 00:00:25.100 podcasting for a long time. Now, of course it's pretty much my favorite 7 00:00:25.140 --> 00:00:28.300 medium, but the one thing that kept me from it was its lack of 8 00:00:28.699 --> 00:00:33.500 discoverability. Yes, it is hard for people to find podcasts. It's not 9 00:00:33.619 --> 00:00:36.969 like a social channel where things are running through a feed and you're being introduced 10 00:00:36.969 --> 00:00:40.530 to new stuff all the time, and the primary way where people find podcast 11 00:00:40.689 --> 00:00:45.210 is just through word of mouth. Now, luckily, there are search engines 12 00:00:45.490 --> 00:00:50.119 built into podcast APPS, so that is one of the main drivers for people 13 00:00:50.280 --> 00:00:53.320 finding podcast we know, for be to be growth, for example, that 14 00:00:53.840 --> 00:00:57.119 it's one of the biggest ways people have actually discovered our podcast. I mean, 15 00:00:57.159 --> 00:01:00.119 we're big on Linkedin and we promote the heck out of our podcast there, 16 00:01:00.479 --> 00:01:03.590 but the way most people still find our podcast is by searching for bebb 17 00:01:03.670 --> 00:01:07.310 marketing, be tob sales or just be tob growth. And naturally, because 18 00:01:07.469 --> 00:01:15.430 our our podcast is titled that it's getting found whether they're searching in the podcast 19 00:01:15.629 --> 00:01:19.019 players or on Google or on Youtube. Like it's just getting found there more 20 00:01:19.099 --> 00:01:23.780 often because of SEO, and that's the reason why it matters. Would just 21 00:01:23.900 --> 00:01:26.739 a little bit of thinking and a little bit of planning, we can make 22 00:01:26.939 --> 00:01:34.170 Seo go along way for your podcast. Yes, there's times for email marketing 23 00:01:34.409 --> 00:01:37.930 and social media marketing and all kinds of there's so many different ways to eat 24 00:01:37.930 --> 00:01:40.930 your podcast found, but SEO is a great one to start off with. 25 00:01:41.010 --> 00:01:45.010 If you're not promoting it anywhere else. Do this one right. And we're 26 00:01:45.010 --> 00:01:49.239 going to talk about two different types of SEO. There's what I'm calling podcast 27 00:01:49.400 --> 00:01:53.719 Seo and Seo with a podcast, right ones focused on getting your podcast found 28 00:01:53.760 --> 00:02:00.239 within the podcast ecosystem, you know, apple podcast, spotify, stitcher, 29 00:02:00.239 --> 00:02:06.109 Google podcast, like all those places. And then there's Seo with a podcast, 30 00:02:06.189 --> 00:02:08.189 which is kind of like your traditional Seo work that you're going to use 31 00:02:08.229 --> 00:02:13.550 to get found on Google, except you're using a podcast to make the content 32 00:02:14.030 --> 00:02:15.740 to get found on Google. So I'm going to cover both of those in 33 00:02:15.819 --> 00:02:20.900 those episode. Let's start off with podcast SEO, though, getting found in 34 00:02:21.060 --> 00:02:25.900 the actual players. This one's actually pretty straightforward. There's really three things that 35 00:02:27.139 --> 00:02:30.610 matter the most. So let's dive into the three. First is the title 36 00:02:30.770 --> 00:02:35.050 of the PODCAST, the actual show, not the title of the episodes. 37 00:02:35.090 --> 00:02:38.370 Don't worry about those. Let those be what they are. Make those Click 38 00:02:38.409 --> 00:02:42.009 Batti, but still good. You know, the title of the show's matters 39 00:02:42.169 --> 00:02:46.360 tremendously and we consider it heavily when naming a show. Is What are people 40 00:02:46.360 --> 00:02:52.039 searching for? Our people searching for any kind of keywords related to the content 41 00:02:52.159 --> 00:02:54.240 of the show. There might be low volume, but we might look at 42 00:02:54.319 --> 00:02:58.789 and be like, yeah, of course people are searching for this and depending 43 00:02:58.789 --> 00:03:00.110 on the name of the show, and we have a different a couple of 44 00:03:00.189 --> 00:03:02.949 different naming formulas we like to apply, and we're not going to go into 45 00:03:02.990 --> 00:03:07.710 depth in that of that topic here on the episode, but I will say 46 00:03:07.710 --> 00:03:09.949 if it's the SEO isn't driven by the core name, like it is for 47 00:03:10.030 --> 00:03:15.939 our show bb growth, then it needs to be put into the subtitle behind 48 00:03:16.020 --> 00:03:21.500 the core name. So, for example, even this show might club right. 49 00:03:22.219 --> 00:03:24.539 That has nothing to do with Beb podcasting, which is the term. 50 00:03:24.659 --> 00:03:29.250 So I'm going to load BEDB podcasting or a show for bb podcasters is going 51 00:03:29.289 --> 00:03:30.770 to be right behind the the title of the show if you look at it 52 00:03:30.849 --> 00:03:35.729 in your player right now. That's intentional so that people looking for BEDB podcasting 53 00:03:35.770 --> 00:03:38.090 or Beb podcast is going to it's going to rank this show much more highly 54 00:03:38.129 --> 00:03:44.400 because of that. So be intentional. You get one shot at having you 55 00:03:44.719 --> 00:03:49.240 one title, so put the keyword either in the in the name or in 56 00:03:49.280 --> 00:03:53.000 the subtitle of the name and order for your podcast to rank. Now one 57 00:03:53.120 --> 00:03:57.949 thing you can do after that. That kind of tells the player where to 58 00:03:58.150 --> 00:04:00.590 like, where to rank you for but it doesn't actually get you to the 59 00:04:00.669 --> 00:04:02.870 top. Right. If you understand SEO, there's kind of two factors. 60 00:04:03.069 --> 00:04:06.389 Where do you get ranked and what order do you get into the ranking right? 61 00:04:06.469 --> 00:04:11.300 So having the right keyword in the title is going to get you into 62 00:04:11.300 --> 00:04:15.300 the right place, but where you get in the stack of all the other 63 00:04:15.580 --> 00:04:19.579 shows in that rank order is going to depend on a few things. One 64 00:04:20.660 --> 00:04:25.529 two of them you just don't have as much control troll over, and that's 65 00:04:26.050 --> 00:04:30.529 reviews and downloads. But you can influence it's it right if you're doing a 66 00:04:30.569 --> 00:04:33.810 lot of other good marketing, then downloads should take care of themselves. Right. 67 00:04:33.850 --> 00:04:39.000 If you're putting out good content promoting it regularly, then downloads is probably 68 00:04:39.040 --> 00:04:41.879 one of the biggest factors. But since you have less control over that, 69 00:04:41.959 --> 00:04:45.000 let's talk about the things. You do have control over. Reviews, right, 70 00:04:45.279 --> 00:04:46.839 and actually you don't have control over this to some degree. You can 71 00:04:46.839 --> 00:04:49.759 have all your employees start with a view. Great place to start. I 72 00:04:49.920 --> 00:04:54.870 know we mobilize our whole sweetfish team to help bog customers with this and we 73 00:04:54.949 --> 00:04:58.310 use are every we assign a test all our employees to leave a review to 74 00:04:58.350 --> 00:05:00.910 kind of kickstart it. But just asking for reviews at the end of every 75 00:05:00.949 --> 00:05:04.829 show, asking reviews of the people you know are listening to the show, 76 00:05:04.829 --> 00:05:08.019 who or who mentioned the show. Be Like it. As soon as they 77 00:05:08.019 --> 00:05:11.339 see something, ask them to leave a review or, even better, ask 78 00:05:11.379 --> 00:05:15.019 them to leave a rating, because it's much easier to leave a rating and 79 00:05:15.100 --> 00:05:17.740 actually I'd say ratings probably matter more than reviews. So ask him to leave 80 00:05:17.740 --> 00:05:21.930 a rating. If they leave a review, that's great. So start with 81 00:05:23.050 --> 00:05:25.649 that. You don't have control over it, but you can heavily influence it 82 00:05:25.730 --> 00:05:29.250 if you're asking for it all the time. And last one is just sheer 83 00:05:29.290 --> 00:05:32.329 amount of episodes. The more episodes you publish and are and the more consistent 84 00:05:32.410 --> 00:05:34.490 you are with them, the more it's going to push you to the top, 85 00:05:34.569 --> 00:05:39.000 because a lot of shows that are currently ranking, and whatever Nitt you're 86 00:05:39.040 --> 00:05:43.680 trying to rank for, probably aren't. Probably are outdated or they haven't been 87 00:05:43.720 --> 00:05:46.720 published in a few months or they've been years before it since it's been published, 88 00:05:46.720 --> 00:05:48.199 and maybe they were really relevant in their heyday, but now they're it's 89 00:05:48.240 --> 00:05:51.829 kind of old, it's kind of a dead podcast. You can outrank those 90 00:05:51.910 --> 00:05:56.750 just by publishing more staying consistent and you will slowly rise up through the ranks. 91 00:05:57.870 --> 00:06:00.470 So that's podcasts and probably the few factors that really influence. At the 92 00:06:00.550 --> 00:06:03.620 most you have full control over the title, you have full control over the 93 00:06:03.660 --> 00:06:09.180 amount of episodes you publish, reviews, you can influence downloads, you can 94 00:06:09.259 --> 00:06:13.019 influence to honestly, to a lesser degree. You're going to do everything you 95 00:06:13.060 --> 00:06:15.819 can to get as many downloads, but the downloads are what they are. 96 00:06:16.100 --> 00:06:20.970 Let's move into Seo with a podcast. Now I talk to a lot of 97 00:06:21.050 --> 00:06:27.009 our customers at sweet fish media about this and there's a lot of confusion about 98 00:06:27.009 --> 00:06:30.730 how to do proper Seo with a podcast. A lot of people think that 99 00:06:30.850 --> 00:06:34.519 if you just you just do your normal thing with the podcast and post it, 100 00:06:34.639 --> 00:06:39.120 maybe turn it into a trans you transcribe it and have a good transcription, 101 00:06:39.160 --> 00:06:41.240 or you turn it into a blog post, that that's enough to get 102 00:06:41.240 --> 00:06:45.600 rankings. But it's not. It's not enough to get rankings if you really 103 00:06:45.639 --> 00:06:47.829 want to do seo well with the podcast. I have seven steps that you 104 00:06:47.949 --> 00:06:53.750 need to take and most people are skipping steps. The force four steps and 105 00:06:53.829 --> 00:06:59.589 it's getting them in big trouble. This essentially just like you plan your Seo. 106 00:06:59.750 --> 00:07:01.259 It's like it's not like you could just write random blog post that you 107 00:07:01.379 --> 00:07:03.699 think. Need to go out there, publish a blog post then hope it 108 00:07:03.740 --> 00:07:08.100 ranks, and it might rank for something that no one searches for, but 109 00:07:08.180 --> 00:07:13.339 if you're doing seo, you need to actually find where the volume is and 110 00:07:13.500 --> 00:07:16.050 how to actually answer the intent behind that. Otherwise Google is not going to 111 00:07:16.089 --> 00:07:18.689 rank and if they do their ranking, it for something that no one's searching 112 00:07:18.730 --> 00:07:23.529 for, or they won't even index it because they know no one searching for 113 00:07:23.569 --> 00:07:26.250 it. They know it's not relevant, so they don't even index it right 114 00:07:26.689 --> 00:07:30.600 so here's the seven steps to take if you act truly want to really enhance 115 00:07:30.639 --> 00:07:33.759 your seo strategy with a podcast. Number one, find the right keywords. 116 00:07:33.959 --> 00:07:36.639 Right. This is Seo one hundred and one, and it's amazing to me 117 00:07:36.720 --> 00:07:40.360 how many people don't think through even this first step when it comes to their 118 00:07:40.480 --> 00:07:44.550 podcast. So first, find the right keywords. You probably have a keyword 119 00:07:44.589 --> 00:07:46.910 list already of things you'd love to rank for, so come up with that 120 00:07:47.110 --> 00:07:53.430 list. You know twenty, thirty, the fifty keywords. Analyze step to 121 00:07:53.670 --> 00:07:59.459 analyze the intent behind those keywords. What are they actually looking for? What 122 00:07:59.620 --> 00:08:03.579 do they want? And maybe there might be multiple intense pick one, two. 123 00:08:03.779 --> 00:08:07.459 You might be able to answer multiple with one episode, but pick and 124 00:08:07.540 --> 00:08:11.259 intend to find an angle. And then step three. Create an intriguing headline 125 00:08:11.300 --> 00:08:16.329 that has the keyword in it and then outline the whole blog post. Member 126 00:08:16.370 --> 00:08:18.569 not even think a podcast yet. How would you outline a blog post to 127 00:08:18.569 --> 00:08:24.250 ring for this? Right, this is Standard Seo Procedure and you're following through 128 00:08:24.290 --> 00:08:28.959 it, but for a podcast. Step four, this is where it gets 129 00:08:28.959 --> 00:08:33.879 fun. Turn that outline into questions. Turn the outline into questions. Blog 130 00:08:33.960 --> 00:08:39.159 at writers and SEO experts are usually experts at writing and Seo. They don't 131 00:08:39.200 --> 00:08:43.269 necessarily have the expertise in what they're writing for, which is why it takes 132 00:08:43.309 --> 00:08:46.870 so long to write a blog post sometimes because they're not the expert in it, 133 00:08:46.909 --> 00:08:48.750 which means they have to do an absorbit a amount of research. But 134 00:08:48.909 --> 00:08:52.750 using a podcast can quickly cut down on to cut down on that research by 135 00:08:52.830 --> 00:08:58.580 just doing step five, asking those questions a lot or not live but recorded 136 00:08:58.779 --> 00:09:03.980 on a to a subject matter expert on a podcast. You can actually just 137 00:09:03.100 --> 00:09:07.980 sit down with them and walk through the questions, which again you turned into 138 00:09:09.019 --> 00:09:11.409 questions from the outline. So you're going to ask him in the exact order 139 00:09:11.490 --> 00:09:15.450 that that would have been the outline of the blog post. It makes for 140 00:09:15.610 --> 00:09:22.769 great podcast. Usually makes for great podcast material as well as the kind of 141 00:09:22.850 --> 00:09:30.480 content you needed write seo or rankworthy content. Step six, have a writer 142 00:09:30.799 --> 00:09:33.759 fill out the outline you made with the answers the subject matter gave and of 143 00:09:33.840 --> 00:09:37.669 course they're they're turning it not it's not a transcription. You want to write 144 00:09:37.669 --> 00:09:41.110 it in such a way that makes sense for a blog post, because that's 145 00:09:41.149 --> 00:09:43.590 where, if people want to read it, then there's a certain way they 146 00:09:43.590 --> 00:09:46.070 want to consume it. So don't just transcribe it. You might be able 147 00:09:46.070 --> 00:09:50.149 to pull some pull quotes from the subject matter expert and, honestly, it's 148 00:09:50.190 --> 00:09:52.179 even better if you ghost write it on behalf of the subject matter experts, 149 00:09:52.220 --> 00:09:56.059 part because you can label their byline, which gives a little bit more credibility 150 00:09:56.100 --> 00:10:00.460 and authority to the blog post, and Google's looking for stuff like that too. 151 00:10:01.299 --> 00:10:05.820 And then step seven published that blog post with the episode embedded in the 152 00:10:05.899 --> 00:10:09.490 top of the page. It's if you took the time to record the episode, 153 00:10:09.529 --> 00:10:13.169 publish the episode and then publish the blog post. Put them together like 154 00:10:13.330 --> 00:10:18.090 don't publish the up the audio somewhere else on your website and then publish the 155 00:10:18.129 --> 00:10:20.129 blog post in a different location. Put them together in the same place, 156 00:10:20.720 --> 00:10:24.960 because they help each other. People that you want to listen can listen, 157 00:10:24.000 --> 00:10:28.000 people who want to read can read. And, honestly, because some people 158 00:10:28.000 --> 00:10:30.440 will want to listen to it right there on the page and just play it 159 00:10:30.519 --> 00:10:33.320 there, and this this happens all the time. It's going to increase the 160 00:10:33.399 --> 00:10:37.190 amount of time they spend on the page, which is going to help with 161 00:10:37.269 --> 00:10:39.190 the ranking of the blog post, because Google is looking for a time on 162 00:10:39.269 --> 00:10:43.029 page as an indicator of how good the content is. So they both go 163 00:10:43.309 --> 00:10:48.350 well together. Those are the seven steps. If you follow the seven steps, 164 00:10:48.470 --> 00:10:52.860 you will create much better blog content that is much more likely to actually 165 00:10:52.940 --> 00:10:58.179 rank for keywords that actually matter bring the right kind of traffic to your website. 166 00:10:58.179 --> 00:11:01.019 If you do it consistently, it'll get better and better and better as 167 00:11:01.059 --> 00:11:03.450 your some if your domain authority grows, as you get better at doing this 168 00:11:03.570 --> 00:11:07.610 process, as your writer gets used to translating the episodes into blog content. 169 00:11:09.649 --> 00:11:13.730 One Caveat, one little tip for the end of places where I've personally gotten 170 00:11:13.769 --> 00:11:18.639 stuck in this process is to be careful in the type of outlines you make, 171 00:11:18.440 --> 00:11:24.120 because not all great blog posts translate well into episodes. Specifically listicles. 172 00:11:24.480 --> 00:11:30.279 Okay, listicles. Sometimes we know as SEO experts, that what people are 173 00:11:30.360 --> 00:11:33.909 looking for in a search intent is inspiration, which is often answered by a 174 00:11:33.070 --> 00:11:39.190 listicle. So they're looking for top business podcasts. Okay, and you know 175 00:11:39.429 --> 00:11:41.669 a top maybe you kind of saw what everybody else did and you're like no, 176 00:11:41.789 --> 00:11:46.429 I'm going to do a top twenty, the top twenty business podcast or 177 00:11:46.470 --> 00:11:50.659 the the top twenty email marketing podcast or whatever that is. That does not 178 00:11:50.820 --> 00:11:56.620 make for great EP episode content and you need to take a different approach for 179 00:11:56.659 --> 00:11:58.980 those kinds of blog posts. Do not you use it, do not use 180 00:11:58.019 --> 00:12:01.970 a podcast to create that kind of content. I've tried it. It just 181 00:12:01.090 --> 00:12:05.610 makes for really long episodes. It's weird. Even the subject matter expert just 182 00:12:05.690 --> 00:12:09.009 gets tired of going through a list of twenty kind of answering the same question 183 00:12:09.129 --> 00:12:13.809 twenty times in a row. Now you can still do it to inform it, 184 00:12:13.970 --> 00:12:16.559 but if you, if you take that route of creating a listical with 185 00:12:16.639 --> 00:12:24.679 the podcast, make the podcast episode top five and then maybe continue recording the 186 00:12:24.720 --> 00:12:26.720 episode with the subject matter expert, but like end of the episode, and 187 00:12:26.759 --> 00:12:30.830 then continue continue the rest of the content for the sake of the writer, 188 00:12:30.950 --> 00:12:35.389 making it easy for the writer. I'd prefer not doing these kinds of blog 189 00:12:35.470 --> 00:12:39.029 post with podcast, but if you were going to do it, that's how 190 00:12:39.029 --> 00:12:41.789 I would do it. I was just make the podcast episode a top five 191 00:12:41.789 --> 00:12:46.860 or less top three, top five, and then go no more. Every 192 00:12:46.899 --> 00:12:50.139 time I've done more than a list of five on a podcast for like a 193 00:12:50.259 --> 00:12:54.500 listical style content, it's just too long. It's too boring. Cut that 194 00:12:54.580 --> 00:12:58.370 sucker short. So that's it. That's what I have for you when it 195 00:12:58.450 --> 00:13:03.610 comes to podcast SEO. Follow those tips and you will watch your organic rankings 196 00:13:03.649 --> 00:13:09.809 rise in both the PODCAST APPS and in Google itself. So that's it for 197 00:13:09.889 --> 00:13:13.600 today. Remember that the first rule of Mike Club is to talk about MC 198 00:13:13.679 --> 00:13:18.399 club. Tell a friend, leave review or send me a DM on linkedin 199 00:13:18.440 --> 00:13:24.200 about this episode. At linkedincom I end slash digital marketing Dan. Connect with 200 00:13:24.279 --> 00:13:26.960 me. I love talking to all of you.