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Here is our own "sad" case study – but with a happy ending! We presented some of this at SEO Saturdays.com last week, but I wanted to follow up with the case study here: I have a “hero” episode / blog post that was on page one of the search results for a long time – before dropping off. In this post I want to tell how we “rescued” that piece of content during our last SEO Saturdays livestream, and how we used an app called “Topic” for generating SEO content briefs and content grading. Such content optimization tools can have a massive impact on your podcast website traffic, website rank, and of course subscribers who discover your show by searching no the web.

I will also share how I increased my traffic by 351% in one week. Implications for podcasters with their own websites:

  • More impactful episode content = happy listeners
  • Easier interview planning and guest preparation
  • A data driven approach to dominating a topic in a single episode
  • Transforming a back-catalog of episodes into a traffic generating machine
  • Grateful guests who will love to share and link to your episode article
  • Increased amount of backlinks to your episode article
  • An increased amount of social shares

So the gist of how all this started is this:

My post “How To Promote A Podcast” was on page 1 of the search results for a year. But lately, new players have been “eating my lunch”, and I slipped to page 2.

This can have a drastic effect on traffic, especially if you have podcast episodes or blog posts that rank for multiple keywords, and then drop. In my case it was over 1,000 visits a month.

It had ranked on page 1 of Google for months, then slipped to page 2.

Our Research Into Content Grading and Content Brief Tools

Sure, it happens, posts can fluctuate between pages 1 and 2 or 100. However, not satisfied – we aim to practice what we preach. On our last livestream we presented some findings from research done by Brian Dean of Backlinko. His updated article called “We Analyzed 11.8 Million Google Search Results – Here’s What We Learned About SEO” led us to a number of insights and possible areas of exploration. As Brian Dean points out in his post:

Comprehensive content with a high “Content Grade” significantly outperformed content that didn’t cover a topic in-depth.

We’ve long realized that “long form” content ranks high in the Search Result Pages (SERPs). And our long form show notes for podcasts is what is driving podcast discovery and new subscribers. But the key insight for me was this:

It’s not the # of words. Comprehensive Topic Coverage results in a high “Content Grade” – and this trumps sheer length or a high number of words.

Content Grade Study
Courtesy of Brian Dean at https://backlinko.com/search-engine-ranking

So we started exploring a number of tools that help improve an podcast episodes content grade. And this led to another insight: Content Briefs allow you to design comprehensive topic coverage in the first place. And this led us to the question:

What if an podcast host was to use an SEO ”Content Brief” as a way to research his guest, and the topic they want to talk about ahead of time? What if an interview could actually be designed to covering a topic more completely – and thus result in high SEO ranking?

Meet “Topic” – More Impactful Podcasts from SEO Content Briefs and Content Grading

One of these tools that excited is called Topic. It uses sophisticated Artificial Intelligence (AI) to research a topic, and uses big data to create content briefs:

  • RESEARCH: Topic has a keyword research tool built in, so you can research your episode topic.
  • PLANNING: Topic lets you plan better for interviews or articles content. Enter a keyword, and Topic's Content Briefs will show you what you need to cover to achieve a high content grade.
  • EXECUTION: Topic's Content Grader allows you to quickly see what your draft episode show notes article is missing. Create a feedback loop that ensures that every episode article covers what your audience is searching for.

Our Content Grader Results – Increased Podcast Website Traffic

We tried Topic out and it worked. We ran our “sad” post through their analysis, found that I had a content grade of B+. OK not terrible, but I wanted an A++ to see what we had to do to improve the content to fill gaps and voilà!

Use Topics Content Grader Recommendations
I simply entered my article URL, and Topic made recommendations

After making some adjustments, which we demo in our video above at about 0:40, I was able to re-check my content grade, and it is now an A++.

Topic helped me to pinpoint what EXACTLY I had to change in order to rank.

Content Grade of A++
Here is the article after I implemented Topic’s recommendations. A++ Content Grade

I was surprised how quickly this worked. A week later, and we’re back on page 1 of Google, in a better position than even last year. Our podcast website traffic from this one keyword has increased by 351%. Keep in mind this article ranks for multiple keywords, and they all showed a significant rise in their SERP positions.

What does this mean for podcasters? Web search is how we get our followers, and our clients attract 60% of their listeners and subscribers this way.

Podcast & Traffic Rank Increase in Podcast Website Traffic From A Content Grade of A++
Here is the result only a week later, thanks to content grading we are back!

Podcast Website Traffic Increased by 351%
Podcast Website Traffic For This Post Increase Topped 351%

Why and When You Need A Content Brief and Content Grading Tool

If you have a new podcast website, your domain authority as well as podcast website traffic will likely be low. There are 2 effective ways you can make up for this:

  1. Make up for your low domain authority – with great content designed by an SEO informed content brief and based on a high SEO content grade
  2. Link building. We can’t say it often enough: You need to make your guests link to your podcast articles and show notes

Coming Up: Topic In The House!

Join us LIVE on SEO Saturdays
Join us LIVE on SEO Saturdays

We are excited that Ryo Chiba, one of the founders of Topic will be joining us on our livestream as a co-host, and as usual on SEO Saturdays we will collaborate to do some live SEO for podcasters.

Ryo Chiba
  • You can apply now for your show to be featured, and allow us to do live SEO research, and help you with content briefs and content grading for your podcast episode ideas.

SEO Saturdays – May 2 is our latest in our fortnightly livestream event on YouTube, Facebook and Twitch. We seek to expand and shift podcasters assumptions around traditional ways of marketing and promoting podcasts. We invite guests to join us – those working on elevating their content, and those who have potential solutions to offer. (NB – while our focus is specific to podcasting – this show is equally useful to any digital content).

SEO Saturdays - May 2 2020
Join us at seosturdays.com to have your podcast SEO optimization done live!

SEO Saturdays – May 2 Table Of Contents

  1. SEO Saturdays – May 2 Livestream Replay Video
  2. How SEO Saturdays Works
  3. Featured Podcasts
  4. Links And References
  5. Next Time

SEO Saturdays – May 2 Livestream Recap Video

Click above for a replay of our SEO Saturdays – May 2 2020 Live Stream

How SEO Saturdays Works

SEO Saturdays is growing and we continue to experiment. In this latest iteration, we offer

  • LIVE SEO coaching to those who apply
  • New learnings and Insights from our research
  • Guest conversations via Skype

Livestreaming SEO coaching

You’re invited to our livestreaming event every second Saturday when we review content for its SEO strength. What’s the content that you want to bring more eyeballs and/or ears to? It is your website, your podcast, your individual episodes, your blog, your course, your book?

To have your content reviewed, all you have to do is apply and show up! We demonstrate how you can optimize for search with our methods using a range of valuable tools. We invite you to apply because we invest resources in advance by conducting some initial research before we go live. In that way, we can be of real service to our applicants in the moment.

Not only do our applicants receive expert advice specific to their content, they also earn valuable backlinks to their content as we feature them in our show notes, (see below and in our first and second LIVE events).

New learnings

In this SEO Saturdays – May 2 livestream, we share new insights and learning in the SEO space. It’s ever evolving and so are we. Featured in this SEO Saturday – May 2 were two key valuable reference and resources:

  1. Comprehensive post by Brian Dean: We Analyzed 11.8 Million Google Search Results – Here’s What We Learned About SEO
  2. AI tool to help you create content that your audience wants: Topic. Read below for my excitingly successful outcome using this AI.

In our livestream we show you how Topic opened us up to possibilities inspired by Brian Dean’s post. totally had not thought about using a “content brief” and “content grading” approach for podcasts. And there are more possibilities for this than meets the eye.

How a content brief & grading tool increased my traffic 16X

Here is our own “sad”case study: a Polymash “hero” episode / blog post has been on page one of the search results for a long time. Learn what we were able to do to 16X our traffic in one single week:

SEO Saturdays Case Study
My Own “Sad” Podcast SEO Case Study:

Read the specifics in our post, Podcast Website Traffic Increased by 351% in One Week See what a difference a content brief and grading can make.

Guest conversations via Skype

In this segment our guests share a little of their business objectives and why podcasting is a key factor in their growth strategy. Before the show we do our research and then share observations and recommendations which they react to in real time. We then send them our findings after the show so they can take action.

Featured Podcasts

We’re excited to have these podcasters applying to be on our SEO Saturday’s livestream. Each podcaster is unique and while you may think you’re alone with your issues, we find that with all the excellent teaching moments that surface during the livestream, we recognize we are not so alone. Learning together is truly valuable. Remember, if you missed the livestream, all of this is viewable on our You Tube channel.

Not Real Art Podcast

Not Real Art Podcast is intended for creative audiences only. Not Real Art celebrates creative culture worldwide. It contains material that is fresh, fun and inspiring but is not suitable for pretentious art snobs. Hosts – Man One and Sourdough – are long time friends, collaborators and art world insiders based in Los Angeles. Nothing is off-limits on NOT REAL ART. Sourdough and Man One bring a fresh, devil-may-care approach to discussing their mutual love — and hate — for the contemporary art scene, creative culture, and everything in between!

Sorry To Hear That Podcast

The goal of the Sorry To Hear That Podcast is to help create a community around grief. Host, CJ Williams interviews people who talk about the death of a loved one and talk about their processing of that grief. Sorry to hear that was a phrase CJ heard frequently after she lost her mother and it bothered her – so the show also is an educational resource to help those that have not lost a person to think more critically about the other persons' experience and perhaps give some options about what to say and what not to say.

OutDoor Biz Podcast

Each week on The Outdoor Biz Podcast you’ll hear genuine conversations with Outdoor Industry Insiders. Iconic founders and leaders from brands like JanSport, Eagle Creek, Fishpond, Redington; Industry Recruiters, Sales, and Marketing Executives and many more. These industry leaders talk about their careers, tell outdoor inspiring outdoor adventure stories and offer advice and direction on the path you can take to get your job in the industry and grow your Outdoor Career. Hosted by Author, Speaker, Adventurer, and industry insider Rick Saez.

Links And References

Go to our Free SEO Saturdays page for the following:

  • Apply for your own podcast or to learn more. If you’re interested in free SEO analysis of your content, just fill out our application form there.
  • Access our affiliate links on this same page: e.g.content syndication platform, StoryChief. It helps distribute podcast show note articles and builds backlinks from multiple platforms as a result.
  • Learn about the SEO tools we use.

Next Time

Our next SEO SATURDAY is May 16. You can apply now for your show to be featured.

Our special guest will Ryo, co-founder of Topic.

Our conversation is bound to propel your thinking to take action!

Remember, you earn great backlinks when we feature your show on our site. Each week our featured podcasts, as demo’d above are enjoying that benefit – and that’s just one! Join us next time to find out why this is a GREAT SEO tactic that can flip your script!