Last updated on May 10th, 2019
One of our most popular posts of 2017 continues to be about starting a podcast as a content strategy, and since then podcasts have been getting even more popular. We produce podcasts for clients and help them with the launch strategies to get their podcast into iTunes New and Noteworthy. But sometimes it’s not just about having visibility on iTunes, increasingly clients are interested in using their podcast show notes content as a passive traffic driver to their own primary website or to their show’s website.
In general, I feel people are overly focused on iTunes podcast SEO (Also known as ASO for “app store optimization”). And this often results in overlooking the value of podcast marketing techniques that result in email subscriber and list growth, instead of gaining an audience of anonymous listeners on iTunes. For example, I’ve written at length on how Facebook podcast marketing is often done in a way that drives traffic to iTunes or Stitcher and results in no traffic to the podcast host’s site, and personally, I think this is a mistake.
So I’ve been coaching a lot of solopreneurs and podcasters on SEO, and even launched a self -paced online course to help them position their show’s site and show notes pages, and showing them the tricks in making sure that podcast episode show notes are SEO optimized in order to contribute to a site’s traffic and ranking. Of course, optimizing a podcast episode is almost identical to optimizing a blog post, so even if you do not have a podcast, read on…
What this podcast SEO course focuses on
There are a lot of misconceptions about how SEO works, and how to set up podcast episodes in a way that contributes to a sites’ overall rank with search engines. For the purpose of the course, we focused on keyword research-based content marketing techniques and how to boost show-notes using SEO optimized show notes posts for podcast episodes.
WordPress vs other CMS systems
We will focus on how to do this with WordPress, although the techniques discussed here a true for any other content management system. Even though we may discuss certain plugins in this post, we will cover what the plugins actually do step by step so that you can use it on non-Wordpress based sites.
Link building techniques are still all a huge part of a successful SEO strategy and are a huge topic by itself. Google rank in large part depends on incoming links to your show pages from other sites. The idea is that your podcast guests for a show will reciprocate for the links you are creating to their site, by writing their own short piece of content that links back to your podcast show notes page, thereby providing valuable “google juice” and increasing the rank for your site.
Link Building Tip: Ask your podcast guests to link to your episode of their interview on their own site. We are pretty insistent on this as part of the deal before even booking guests for many of the shows we produce.
We won’t be going into the details of external link building techniques and will cover this in detail in a different blog series. However, I would point out that this course should result in your content becoming more search engine optimized and friendly, and this means more people will be able to discover, share and link to your content even organically. Typically, you do have to ask and encourage your guests and fans to create links to your show or episode pages, but the rewards in terms of Google rank increases can make the difference between being on page 20 vs being found on the top page(s) of the search results)
Podcast SEO Concepts Overview
How to research and choose a good key-phrase or keyword that is aligned with your content. This key-phrase should be what you think people might look for on search engines, and your content should be the perfect answer and fit for their question. We will discuss SEO concepts keyword difficulty scores.
Good Titles and Headings
Once you have found a key-phrase you would like to optimize for, then the episode title, content and images of the show notes post will be subtly changed or “optimized” around this key-phrase. This is what we will go through step by step in this series of posts. We also touch on the importance of good titles in terms of ASO (App Store Optimization), where your shows keywords are searchable on the iTunes app store itself.
Internal Link Building
Creating an internal link structure means that Google values your content more, and can more effectively determine the context and theme of your primary topics.
ASO (App Store Optimization on iTunes)
Discoverability on iTunes is relatively limited, but we will go into what is known about iTunes search, and how you can ensure your show and episodes are discoverable for the keywords you think people may search for.
Cornerstone SEO strategies involve creating authoritative long-form content around a theme and then surrounding it with smaller articles, blog posts or episodes that link to the authority posts. This approach gives rise to the creation of content themes for your episodes, and a way of linking these to become more powerful in the way that Google indexes and ranks them.
How to optimize paragraph headers (sometimes also known as H2 Tags), the main content text of your post ensuring the right “Keyword Density”, how to SEO optimize images, and why including them in your show notes is important.
Search Result Visualizations
How to design the way your post looks in search results by selecting right SEO Titles and meta-description and testing this with “preview snippet”. Creating a compelling episode title as well as a great short description that shows up in search results is not the only key in being found, but also determines how many people will actually click through once they see your episode title and description in search results.
Advanced SEO Strategies
How to use more advanced and strategic SEO techniques, such as competitive research, external link building, and using various analytics tools to target SERP (Search Engine Results Page) positioning.
A Note About Using SEO Plugins
Using Yoast SEO (Formerly known as WordPress SEO)
Yoast SEO (Formerly WordPress SEO by Yoast ) is one of the most complete and easy to use SEO assistance plug-ins. While there are other solutions out there, (Premium SEO Pack & All in One SEO Pack receive honorable mentions), I can highly recommend using Yoast, because it teaches the techniques needed step by step as you go through the process of optimizing each post, and it provides easy to understand feedback on how well each technique is implemented. So if you have a WordPress based blog or site, do yourself a favor and install this plugin.
Of course, the use of a plug-in alone does not guarantee SEO success
- Plugins can assist, but there are certain fundamentals and principles that are key to understand in getting your podcast episodes to generate search traffic.
- The best SEO plugin in the world will not increase your site rank if you don’t understand the SEO fundamentals that make this plugin tick when you use it to optimize your content.
- So what we will cover in this series are these fundamental SEO optimization concepts and steps of optimizing your content. So you can succeed with these tips without ever installing a plugin like Yoast SEO. It’s just that this plugin makes it easier, provides feedback and additional insights, and automates some of the more complex background tasks like creating an XML sitemap and submitting this to search engines automatically.
So I won’t go into the specifics of how to use the Yoast SEO plugin here, but there are many great tutorials and videos out there. If you are installing Yoast for the first time, here is my favorite setup post by Yoast himself, and what I like best is that he has kept this article up to date since the plug-in was first introduced in 2008.
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