Blogs, videos, emails, eBooks, whitepapers, and case studies are high-performing types of content that help build brand awareness and boost online visibility. But podcasting as a content form is often overlooked. This format can inform and engage listeners. Along with the best part? Folks have the benefit for mobility when they’re listening to a podcast.
Whether listeners are commuting to work, doing a workout, cooking, or walking their dog, podcasts allow visitors to consume content while multi-tasking or without looking at a screen. The popularity of podcasts is steadily climbing. In fact, 51% of the united states population has paid attention to a podcast – up from 44% in 2018. But podcasts aren’t just great for keeping people entertained while on-the-go, they can also help businesses enhance their SEO and increase rankings in the various search engines.
HOW CAN marketing podcast Benefit SEO?
Google favors sites that have high dwell or viewing times, which indicates how long a visitor spends on your website before they go back to the search engine pages (SERPs) or leave the website. This indicates to find engines that your site provides value to searchers because they’re staying on your site longer. It implies that you’ve provided good content that answers key questions or provides visitors with instructions on performing a certain task.
Adding podcasts to your site can increase dwell times. When someone is listening to your podcast, they often times have to go to your website to consume this content. It will take longer for a visitor to listen to a podcast – than it can for them to read a blog post. The longer visitors stick to your website, the better your chance of ranking in the search engines.
Provides Backlink Opportunities
Backlinks are very very important to SEO. While you get links to your site from other sites – preferably ones with high authority – it shows major search engines that your articles is high-quality and satisfies searcher intent. A lot more quality backlinks your website gets, the more likely your site is to rank.
Podcasts can build backlinks in many ways. First, you can distribute your podcasts to music directories such as iTunes, Spotify and Stitcher. These websites act as “mini” search engines for podcasts. Through iTunes, you can enhance your ratings through:
List rankings: Found via clicks and navigating through the website
Homepage lists: Your podcasts appears on the iTunes homepage and can typically generate a great deal of downloads.
Category lists: Include “New & Noteworthy”, “What’s Hot”, and “All Podcasts”.
Subcategory lists: Breakdown into related categories. For instance, under the Business category, Careers are a subcategory.
Related podcasts: This includes “More by Channel”, which displays podcasters who’ve multiple shows. “Top Podcasts in Category” breaks podcasts into the most notable 200 list for every single Category. “Listeners Also Subscribed to” is situated upon user behavior and shows certain podcasts that other users have paid attention to. To show through to this page, you will need more subscribers in iTunes.
Search engine rankings: Keywords influence search rankings. They are located whenever a user performs a explore the iTunes platform. These rankings operate differently from lists because you can search by podcasts or individual episodes. Your podcasts is only going to arrive on iTunes homepage if it’s popular or really popular. However, if your podcast is well-optimized, you can get good rankings in the serp’s.
The more you optimize your podcasts – creating customizable URLs, calibrating titles and descriptions, and using targeted content – the much more likely they should be found. Podcasts can perform their own internet search engine rank, similar to the way YouTube videos occasionally arrive in the SERPs.
You can even build backlinks with podcasts when you are a guest speaker or sponsoring other podcasts. Oftentimes, they will provide links to your website and social media accounts in their show notes. When the podcast is set up, then it’s likely their site has a high domain authority, which can help increase your SEO. A niche site with a high domain authority linking to you shows Google that since you’ve gained links from a trusted site, your site must be trusted as well.
Having guests on your own podcasts can be considered a great backlink opportunity as well. Interviewing someone that’s an authority in a specific industry or niche can help you get your own authority. After the podcast has been posted, they can share it with the own audience on the website or on social media. When an authority figure links for you, it adds more authority to your internet site and can help boost rankings.
Podcasts Now Appear In Google SERP’S
Recently, Google announced that it’ll start including podcasts browsing results. When users visit a podcast, Google’s results will show the three latest episodes. What’s more, searchers can play/pause, rewind/fast forward. and adapt the playback speed of the podcast right in the serp’s without needing to visit the website. Clicking the links will need users to a full page that presents the feed of all podcast’s episodes. By showing up in Google search results, your podcasts can add another SEO benefit to your internet site. This makes your site more noticeable in the various search engines.
Generates Social Shares & Engagement
Like videos and blogs, podcasts are highly shareable on social media. They help generate social signals – likes, shares, retweets, and comments – which helps indicate to find engines that your articles is providing value and engaging users, helping to rank your content. By getting shares on social media, you can also generate more website traffic and get more backlinks to your internet site or podcast. An internet site . that’s obtaining a regular amount of traffic shows Google that it’s an authority and is also trustworthy. If many people are constantly visiting, saving, and revisiting your website, you have an increased potential for climbing the internet search engine ranks.
Boosts On-Page SEO
One important goal of SEO is to help Google better understand your articles so that it can rank in the SERPs. The main element to optimizing your podcast for the various search engines is having keyword-rich episode show titles, meta-data, and descriptions. Text-rich podcast transcripts and show notes are also great given that they help add additional content for users to check out along or read and offer more context to find engines about the podcast episode and topic.