30 second summary:
- Did you know that as of 2020 there will be more than 68 million people? Listen to a weekly podcast?
- Your podcast can easily reach more subscribers if you take some time to practice some off-page SEO tactics and some other best practices along the way
- Check out these seven podcast SEO tips to reach more people and get more subscribers
If you have a podcast for your business, you’ve probably thought about ways to get more subscribers to prepare for future episodes.
Unlike traditional blogging, where you have your own area for your content, your listeners access your podcast episodes through a streaming service or a third-party podcast directory. And these services often broadcast hundreds of thousands of other podcasts on their network.
How can you let more of the right leads and future customers discover your podcast?
The answer is simple: Podcast SEO. Blog posts aren’t the only thing that can benefit from search engine optimization techniques. Your podcast can easily reach more subscribers if you take some time to practice some off-page SEO tactics and some other best practices along the way.
Wondering how to get started and get the podcast out? Check out these seven podcast SEO tips to reach more people and get more subscribers.
Seven Ways to Use SEO to Get More Podcast Subscribers
1. Have a clear person for your podcast
Did you know that as of 2020 there will be more than 68 million people? Listen to a weekly podcast? With podcasts growing every year, you need to have an engaged audience in this huge market.
The growing number of podcast listeners is also a sign of this growing number of available podcasts on-line. To get noticed, you need to speak to a specific group of podcast listeners instead of trying to reach just anyone.
This is where it helps to have an audience person. Not only does the persona tell you what type of podcast content your ideal subscribers would like to see, but it also shows you their lifestyle, beliefs, and goals.
Your audience persona doesn’t have to be complex.
When you have a clear picture of what these things are, not only can you tweak your podcast as a whole, but you can optimize each episode according to the search terms your subscribers are looking for.
For example, if your podcast listeners are interested in sales, use keywords that reflect the actual searches they might be doing. Sample episode titles that practice the right podcast SEO for this niche include “How to Train Your Sales Team” or “How to Master Video Sales Talks.”
2. Choose the right platform
In technical search engine optimization, availability and loading speed are important ranking factors. If your website loads slowly tooyour page is less likely to rank higher in searches.
The same goes for your podcast. Podcast ranking can depend on how fast your platform loads. The less optimal the performance, the lower the likelihood that people will sign up.
Many podcasters host their podcast episodes on their own website and then create special episode pages to increase their chances of standing in front of their ideal subscribers with typical on-page SEO. If you choose this route, you need to make sure your platform is up to date.
Educate yourself various podcast hosting platforms that prioritize website performance for podcast hosting. Not every web host may be well optimized for podcasting and it may cause your website to run slower or have problems loading audio files. Fortunately, as the podcasting industry grows, more and more web hosts are placing an emphasis on seamlessly supporting podcast episodes and files.
3. Interview industry leaders
A great way to put yourself in front of your audience and get more podcast subscribers is from Invitation of well-known thought leaders and influencers in your niche on your show.
Your supporters and followers are more likely to listen to your podcast if they know someone they trust is sharing valuable information on your platform. When you have these important guests, you have the foot of your ideal subscriber in the door – they may be discovering your podcast for the first time and choosing to subscribe to more related content.
If you’re a relatively small podcast, build your way up the ladder before reaching out to big leaders in your industry. Don’t be afraid to reach for low hanging fruit and ask industry experts with a slightly smaller fan base about your podcast.
Use this as an opportunity to demonstrate your interviewing skills and expand your existing audience before facing bigger names in your niche.
4. Integrate your podcast into your blog posts
We briefly mentioned that some podcasters host their episodes as dedicated pages on a website. Why not really improve your podcast SEO by adding podcast episodes to SEO friendly blog posts?
While Google has made an effort to include multimedia results in its search – including, yes, even podcasts and YouTube videos – the reality is that most of the search query results are still visiting blog posts and pages, most of the time.
Stay ahead of the competition by combining your blog and podcast efforts. There are a few ways to do this. First, you can blog post about a podcast episode. After you’ve recorded your episode, Turn it into a high quality blog post that you can then optimize with the best SEO practices.
Another way to do this is to review your existing blog posts and add podcast episodes to them. That way, you can get the most out of your blogs on-page SEO and get your podcast in front of more visitors and potential subscribers.
Check out this example on the FreshBooks Blog that inserts a podcast episode into a blog post. They went with the first route where they created a special blog post on the main topics that came up in that particular podcast episode.
To encourage people to actually listen to the episode, you can tease the content in the form of questions or just highlight what to expect. Mention keywords and SEO-friendly search terms to get the most out of on-page SEO.
5. Submit your podcast to reputable directories
Another way to get more podcast subscribers? Get registered in the top podcast directories online. These podcast directories are often quite easy to access, especially if your podcast is already running on a platform.
You can send your podcast to directories like Apple Podcasts or Spotify one at a time, while another option uses services like Anchor.fm to send your podcast to multiple directories at the same time.
A comparison of the top podcast directories and apps among US listeners between 2019 and 2020, according to Statista.
In these top directories, listeners are most likely looking for new podcasts themselves, so this method can help you get more subscribers. With dozens of options available, choose the best performing apps and services first, then slowly sneak your way through the rest of the market.
Also note that new players in the podcast app industry could be at the forefront of their growth. Or if there are niche podcast directories your specific audience is in, this can be a fantastic way to reach the right audience without the stiff competition.
6. Integrate this as part of your customer support
If your company has a podcast that creates short, high quality episodes that guide people through your product or service, or answer their frequently asked questions, you can add those episodes to your knowledge base for customer support.
For example, users have often asked questions about your product or app. Embed your episodes in your FAQ pages and knowledge bases in relevant pages to answer your customers’ questions.
This can also be a way to humanize and personalize yours Email ticketing system. Since many email ticket support software allow your team to upload files to send to customers, you can send these helpful podcast episodes in response to their questions or concerns.
Of course, make sure that the links you send to your customers via support channels are always relevant to their concerns.
7. Cut it into micro content
To really whip up your podcast SEO, Reuse your episodes and turn it into micro content that you can share on other platforms.
For example, in less than a minute, select a segment with a big snack or story that you can then post to your Instagram feed. Or cut off an appealing exchange between guests and publish the excerpt on Facebook or YouTube.
The beauty of this tactic is that you can create multiple micro-content from just one podcast episode, allowing you to create endless social media content.
Use soundbites as excerpts, create graphics based on quotes from the episode, turn your main topics into viral infographics – either way, it’s a great way not just to create content for other platforms, but especially to get attention and your podcast to make it better known.
The Happier in Hollywood podcast creates micro-content by converting excerpts from their recorded episodes into subtitled videos for Instagram.
Source: Happier in Hollywood
The central theses
Getting more podcast subscribers can seem like a climb, but remember that your content creation efforts must also be interrupted by a solid advertising strategy. Podcast SEO ensures that your podcast is seen by the people who would most like to follow your podcast. In addition to basic search engine SEO, use the tips in this blog post to improve those search results and listen to your podcast.
Kevin Payne is a content marketing consultant who helps software companies build marketing funnels and implement content marketing campaigns to increase their inbound leads.