Podcast search engine marketing 101: Methods to Rank Greater

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

One strategy to get there’s with podcast search engine marketing. Consider it as invisible levers you may pull to spice up your rating and drive extra visitors to your podcast. 

On this publish, we’ll cowl find out how to optimize your podcast for Spotify, YouTube, and search — plus uncover find out how to discover nice subjects to your subsequent episode.

Desk of Contents

Methods to Optimize a Podcast for Spotify

Methods to Optimize a Podcast for YouTube

Methods to Optimize a Podcast for Search

Methods to Discover Subjects for a Podcast

Methods 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 to your podcast.

In response to Spotify, the aim of a present web page is to give listeners every thing they should learn about your podcast, together with:

• Its title
• Its cowl artwork
• Its present description
• A “Comply with” button
• A listing of not too long ago revealed episodes

The present web page is not one thing to hurry by means of — or go away to gather mud. Guarantee every aspect is up-to-date, correct, and as compelling as attainable.

Embody sub-topics in your present description.

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

As an example, the well being and wellness podcast Upkeep Part contains sub-topics like “well being fads,” “wellness scams,” and “diet recommendation” in its description. These are search groups that would lead somebody to the podcast. 

Entrance-load key data in your episode description.

Writing an episode description is one other strategy to optimize your podcast, however many skip it. This house provides key phrase alternatives, that means you may rank particular person episodes in search.

Just a few years in the past, Google started surfacing YouTube content material in search outcomes. As an example, a fast Google search of “Methods to have a breakthrough” populates a listing of related movies — together with a video chapter from the Tony Robbins Podcast:

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 grasp your video.

It isn’t sufficient so as to add video chapters — you additionally must optimize them. The secret’s including related key phrases within the title of every chapter.

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

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

Create playlists.

In case your podcast covers a variety of subjects, think about making a playlist for every subject. Why? YouTube populates playlists in its search outcomes, giving your content material one other probability to be seen.

Playlists may also manage 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 various playlists on its YouTube channel, together with well being ideas, cash habits, and relationship recommendation. In the event you’re enthusiastic about one among these subjects, you may spend hours listening to a single playlist.

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

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

• The file identify. It is best to first point out your major key phrase within the video’s file identify. Here is why: YouTube cannot truly “watch” your video to see how related it’s, however it could learn your video’s file identify, which is one (of many) context clues.
• Video title: When attainable, naturally incorporate your goal key phrase within the video title. On prime of that, preserve your title clear, compelling, and quick (purpose for 60 characters or much less).
• Video description. Entrance-load your video description with essentially the most essential data — corresponding to a keyword-rich abstract, essential hyperlinks, or a CTA. Remember that YouTube solely shows the primary two or three sentences earlier than viewers must click on “Present extra” to see the whole description.

As an example, when you have an entrepreneurial podcast like The Aspect Hustle Present, you would possibly goal key phrases like “facet hustle,” “print on demand,” and “online marketing.”

At all times embrace 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, nevertheless 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 isn’t at all times correct.

By including your personal transcript — both manually or robotically — Google can higher perceive the content material of your episodes. Plus, with the precise subject, key phrases, and key phrase placement, you may enhance your podcast’s discoverability and rating.

Create a web site to your podcast.

Whereas this is not vital — particularly whenever you’re simply beginning out — having a devoted web site to your podcast has search engine marketing advantages. A web site provides extra actual property for key phrases and provides search engines like google and yahoo extra details about your podcast past simply the title and outline.

It’s also possible to create weblog content material that compliments your podcast. It is a nice strategy to cross-promote throughout a number of channels and construct an even bigger following within the course of.

Methods to Discover Subjects for a Podcast

Whether or not you are simply beginning a podcast or have been within the recreation for years, it is important to seek out good subjects to speak about.

Podcasts cowl a variety of topic issues. Listed here are the three major varieties:

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

Methods to Discover Trending Subjects

The easiest way to seek out trending subjects is by checking what phrases, phrases, or tales are trending on social media. Twitter is a good place to begin.

It’s also possible to leverage key phrase analysis instruments corresponding to Google Tendencies, Moz, and Semrush to identify trending key phrases and gauge the recognition of sure subjects.

Methods to Discover Evergreen Subjects

Right here, the aim is to seek out subjects which might be tailor-made to your viewers and obtain a specific goal. As an example, you is likely to be an actual property investor trying to provide recommendation to new professionals within the discipline. 

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 key phrase analysis software (like those listed above) to seek out subjects referring to your area of interest, business, or experience. At all times 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 information above, you may guarantee your podcast content material is correctly optimized for search engines like google and yahoo.