The Top SEO Benefits of Podcasting
For those unfamiliar with search engine optimization (SEO), it’s exactly what it sounds like. SEO is comprised of a set of best practices for optimizing where you, your brand, and your podcast appear in search engine results.
For many in the US and other Western countries, “search engine” is synonymous with Google. Google is the leading search engine in many countries, and sets the standard for what those “best practices” are. You might see the term “Google results” used interchangeably with “search engine results.”
Unfortunately, Google isn’t transparent about exactly what to do in order to please their search engine algorithm. However, there are non-Google experts who are committed to analyzing data in order to offer informed guidance on how to rank higher organically—which is the ultimate goal.
This means that SEO is the reason why some websites appear first when you Google anything, including queries like “best camping podcast” or “podcast coronavirus Houston.”
Phrases put in the search engine are called “long-tail keywords” or keyphrases. They are different than the singular keyword search, like “podcast.” The vast majority of people focus on their long-tail keyphrases because ranking highest for a single word like “podcast” is nearly impossible. Plus, single keywords usually don’t have enough information to really make it suitable for you or your brand.
There are good ways (white hat) to rank higher with SEO and bad ways (black hat). Examples of white hat techniques include providing high-quality content on your website, including in the descriptions of your podcast and episodes.
High-quality is considered non-plagiarized with premium writing that features “your” long-tail keyphrases naturally sprinkled throughout. Black hat tactics can include “keyword stuffing,” which means having those long-tail keyphrases saturating the content, sometimes to the point where it doesn’t make sense.
These are somewhat obvious examples of white hat and black hat “tricks,” but there are more subtle examples, too. It’s not always clear to a non-SEO pro what’s considered white or black hat—which makes it important to work with an SEO pro to create your content.
SEO and Podcasting
SEO isn’t just about text, either. Increasingly, images and videos can play a role in guiding your SEO. This makes things even more complicated for those who want to rank higher for their keyphrases using white hat strategies.
It’s critical to only abide by white hat approaches because if you try too many black hat techniques (even by mistake), Google and other search engines might penalize you by removing your website(s) from their search engine entirely.
This means people will have to know your exact website’s URL to find you because you won’t show up in Google searches at all, no matter how exact those long-tail keyphrases are.
SEO is one of the primary ways your audience and future audience will find you. When you have a podcast, it’s important to adopt as many strategies as possible to help you connect with your audience.
The goal of Google and every search engine is to match people querying long-tail keyphrases with the most suitable, high-quality content. If you have a solid podcast, Google wants to help people who are fitting audience members find you—ultimately Google is on your side! But search engines are also on the side of their users, helping them find exactly what they’re looking for.
If hiring an SEO pro isn’t in your budget yet, the next best thing is to do your homework and understand how to implement white hat SEO into all of your online content. However, remember that SEO best practices are always changing and evolving, so you have to be committed to keeping up.