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Your podcast episode audio is widely distributed to podcast listening platforms on day one. But this might not be a good idea when it comes to syndicating your podcast show notes. Learn why timing is key, and how drip feeding your show notes content over a few weeks, to multiple websites, can improve the visibility of your show.

The timing in which you publish your show notes to different websites can be very important. You want the timing of the release of your show note content to send Google steady ranking signals over a period of time. The increased rank this produces will improve the visibility of your show in the Google Search Result Pages (SERPs).

Let's continue our series on podcast content syndication as a method for podcast and website growth. Today, we'll explore why drip syndication and the timing of it is key when distributing podcast show notes.

Why Timing Is Key — Table Of Contents

Quick Podcast Content Syndication Recap

So let's get started with a quick recap of content syndication and how it works and what we talked about the last time, how ranking factors are influencing podcasts and website growth, including domain authority.

Ranking factors explained
Google ranking factors primer

We talked about the importance of incoming links and also how long form episode show notes content, when SEO optimized, is a contributing factor. Finally we covered engagement on your website and social media signals. All of those are factors where content syndication for podcast show notes, articles, contributes and basically improves them by building back links and sending those social signals to Google.

Distributing Show Notes As Widely As Possible

We'll go in a little bit more detail today, but basically the idea is, is that we want to widely distribute the podcast, show notes articles, not only to your own websites, but onto content hubs and other network related sites, as well as through referral and social marketing.

Timing is key when distributing your show notes as widely as possible
Distributing your show notes as widely as possible is important for building backlinks & traffic

What we're trying to do is to basically build a series of back links by distributing these show notes widely. So it's not just about the traffic, it's about creating a number of incoming links that Google recognizes in importance of pointing to your website. So what we're trying to achieve in the end, is to identify as many places as possible to syndicate your show note articles, kind of like what's happening with your podcast audio already.

Platforms supported include all modern CMS based websites

We support all of the primary modern content management systems or CMS based websites.

Our content syndication process supports all modern CMS systems
Podcast content syndication works on most modern CMS platforms

Of course, WordPress is one of the most popular ones, but we also support modern platforms like Webflow, for example.

Ghost is an interesting platform because Ghost also has a newsletter and email syndication platform built in. But even if you don't use it for that, it can be very good just as an additional affordable platform to publish on. William is the free blog with a high domain authority that you get back links from that is built into StoryChief, which is our content syndication platform. We will cover that in greater detail in an upcoming episode. Also, we can publish to custom websites and Drupal, Joomla, Fork, Craft CMS as well as HubSpot. So these are all destinations in a multichannel strategy that we can publish to.

So the more sites that you can publish to the better.

Additional sites and channels are always welcome. Keeping in mind that this is done in a way to avoid any duplicate content penalties from Google.

Avoiding Duplicate Content Penalties

For those of you familiar with SEO, there's a technical term called “Canonical Links or Tags”. All of the articles that are getting published to other sites basically point the rank that Google attributes to your primary website to your business website. So the more sites, then, the better. There's no concern about having any duplicate content penalties.

The Role of SEO Optimized Show Notes Articles

What we're publishing, just as a reminder, are your podcast episode in the form of SEO optimized show notes articles. We're going to show a couple of examples in the future, but they basically are augmented show notes based on a transcript, but not where the transcript is pasted in on the bottom. Instead, what we do is add and augment this with headings, subheadings, images, quotables, pull quotes, and a number of other things that make it appear to Google like these are authority, high quality articles, and they usually are because they're based on the conversation and the topic that you and your guests or you in a solo episode covered.

The only platforms that we cannot support with this system are closed ecosystems like Squarespace and Wix, because these aren't true content management platforms that accept publishing from third parties.

Why Staggered Timing Is Key To Success When It Comes To Google Rank

With that said though, what I want to focus on in this episode is the fact that dripped released timing is key, when syndicating episode articles. So I wanted to explain why and how this works. So basically what we are trying to achieve is to drip the syndicated content to multiple teams candles, but not all at once.

Staggered Timing Is Key
Staggered Timing Is Key

So we don't publish everything on day one to 30 or 40 websites, or 10 or 15 websites, we're trying to drip this out over a period of time. Now you may ask why, and there's a good reason for that. On the first day we published to the primary website, and then this is an example of schedule. We customize these schedules depending on what platforms our clients are interested in or already have. But let's assume that on the primary website, that's the first place that we publish. But on day two, we publish on the William blog. As I mentioned, that is the blog that you get that has a high authority, produces a higher domain authority back link, and it sends that signal to Google and Google says,

"Ah, look, there's this article, must be important because someone’s linking to it already."

How Google passes backlink rank to your site

It passes that rank along to your primary website and that process repeats itself. So if you have a secondary site, if you have a partner site, if you even have a site where you can deploy the content in a way that's not necessarily visible on the homepage or even the navigation, it still helps you because it earns you a backlink from Google.

Many people have more than one website. Some have a business website and a separate one for their podcast, and maybe even a private or personal blog. The more the better.

The syndication process then continues through referral marketing. For example, if you get your podcast guests to link to you from an article on their own website that produces another incoming link. We also feature something called “Ambassador Networks” of people who have agreed to share your content, something we explored in previous blogs.

We may also publish to some content hubs and networks, like for example, on a Blogger and Medium account. Again, a week later or so you're starting to see regular signals to Google that wind up accumulating, and that illustrate to Google that this is an authority article that you have just launched.

So a week or two later, we might publish to Ghost, we might publish to Medium, a huge content hub with a large existing readership. Here, for exmple, is a link to our own Medium presence.

Social signals contribute as well

And while this is going on, there are also continuous social signals being sent, because our content syndication process also publishes to Instagram and LinkedIn profiles, and pages and Facebook groups and Twitter and so forth. So these social signals of your content being shared contribute as well. They're not quite as important to Google, in Google's parlance as direct incoming links from high domain authority sites, but they do matter.

The point is, a constant drip feed of incoming links basically contribute to delivering the results in weeks, not months or even years. So content published can show up on page one and we often see results after only a few days or weeks.

It's about more than traffic, it's about SERP visibility

So that is why we are following this concept, and that is why your overall website, your overall podcast, the visibility and traffic as well, this isn't all about traffic. I don't really care whether there's a lot of traffic coming in from some of these sources. What's important is that it's coming in, are these ranking signals. So that's basically today's episode.

Coming Up Next

Up next will be how content syndication works on social media and through influencer marketing.

Where To Join Us

In the meantime, please follow the Podcast Growth channel if you're watching this on YouTube, follow us on Facebook @Polymash, on Instagram, we are at @Polymashdesign.

If you have any questions, please leave a comment below, or join our Facebook Podcast Marketing Group. See you next time.

Creating episode titles for your podcast episode is one of the most important steps to ensure your episodes will will stand out and get listens as well as new subscribers for your podcast. With that in mind it is important to think twice when creating an episode title, because a simple description of what your podcast episode is about simply isn't enough to grab your audience’s attention. Headline Studio is here to help.

We’ve often covered episode title do’s and don’ts on our blog and SEO courses. But beyond avoiding basic SEO mistakes like starting your episode titles with numbers, for example, crafting a compelling episode titles becomes much harder.

But you can make the entire process of creating great episode titles much easier by using a tool called Headline Studio by CoSchedule.

What does Headline Studio do?

Headline studio gives you data-backed suggestions and a roadmap for improving headlines or episode titles you initially think of. It offers suggestions for effective words your title should include, and provides a headline score based on CoSchedules criteria on what makes a good title.

What are elements of a compelling episode title?

  • The right word and character length
  • Clarity about the episode content for the listener or reader
  • Click-worthiness through the use of uncommon, emotional or power words, which CoSchedule Headline Studio helps you find
  • Use of patterns where possible that have proven successful like listicles and how tos

My personal preference: “clarity” beats “being cute” every time. In other words, when I’m browsing through podcast episodes on my devices, I prefer short descriptive titles that make it clear what I’m about to listen to.

How do Headline Studio’s features help?

Headline studio also have the following features to make your experience in using the tool much more convenient.

Headline Studio's headline analysis

Word Balance Analyzer

Headline Studio shows you exactly how many common, uncommon, emotional and power words your title contains and shows you the best possible way to balance out the words your title should contain. Their recommendations are based on word usage and title patterns proven to be successful on social media.

Word Bank

Headline Studio provides you with their built in thesaurus to find words for each of their categories. Browse through their word bank and discover fitting words and their synonyms to create the ideal word balance.

Headline Score Breakdown

The tool also provides short breakdowns of what your title contains which includes :

  • Word Count – The amount of words your title contains and a bar to show you how many words are recommended.
  • Character count – The amount of characters your title contains. Also has the same bar as the wordcount breakdown.
  • Type – Shows you what type of title you have, its description and ways you could improve it.
  • Reading grade level – The difficulty of the words you used in your headline/title.
  • Sentiment – What sort of sentiment your title conveys.
  • Clarity – Checks if your title gets right to the point.
  • Skimmability – Shows you how skimmable your headline/title is and displays where the topic of your headline/title and where to place it.

SEO Score Breakdown

Headline Studio's SEO Score
Headl

Headline Studio also includes information on how your headline/title would fair SEO wise. It includes the following features :

  • Search Preview – Shows you exactly how your title would look like in search results.
  • Competition – A breakdown on where your headline/title stands among other headlines.
  • Your Top Competition in Search Results – Displays the top competitors in search results for your headline/title. This also might give you ideas on how to structure your own headline/title to give you a competitive edge.
  • Keyword Variations – Shows you keywords similar or related to your headline/title which you may include to rank higher in search results.
  • Related Questions – Displays related topics your audience also searches for which you may include to reach a wider audience and rank higher in search results.

How do you use it?

Headline Studio is simple and easy to use, go to their site, insert your headline/title and click analyze. It will then display the information which we listed above to help you craft a better title. We suggest trying at least 5-7 versions of an episode title you had in mind, it’s not just the tool, but the practice of creating these variations that makes you better at this.

Web App Version

To use the CoSchedule Headline Studio web app, just visit their website here.

Create a free account, and beyond the free version you will also get a trial for several premium features and headlines as well.

Headline Studio Home Page

Personally we use this tool and its older counterpart, Headline Analyzer, to improve the title of each piece of content we create, get a clear understanding what our titles are missing and to learn how to craft amazing titles.

Chrome Plugin

I should mention that if you are using a Chrome browser, there is also a useful extension available, you can find it here.

Final Thoughts On Improving Your Episode Titles

How I use the Coschedule Headline Analyzer

I can virtually guarantee that your episode titles will improve through a tool like this.

The reason I'm so confident is not just because it is a great tool: It’s the iterations that count

It is the practice and discipline of iterating — when you create 7 variations of a title, which Headline Studio practically makes you do, you’re bound to improve. It makes you think about your listener, your SEO, your episode topic in a new way. And the end result of choosing one of 5-7 variations will predictably create more interesting episode titles and gain you more listeners.

In conclusion, Headline Studio is a great tool for creating new titles and improving your old ones. It works for your blog and for your podcast episode titles. It provides you with a fair measure on how your title would do and provides you details steps on what to do to increase your own score, which certainly beats figuring out why your titles are not doing well through trial and error.

Disclosure: This article contains an affiliate link, and we may earn a small commission if you make a purchase, at no extra cost to you.

It seems like podcasts are moving into the mainstream media category, considering that at least 90 million people (that is 30% of the population) of the United States listen to or watch a podcast once a month. And more non-podcast listeners are becoming aware, and most of them use Google to discover podcasts they might be interested in. Thus, having your own website and podcast SEO strategy should be to pof-mind when thinking about starting your own podcast.

Read on to see some initial SEO strategies that you should think about before getting started.

SEO Strategy for Podcasts Isn't That Much Different From Regular Blogging

Recently, Google announced that they would be ranking and showing up podcasts on Google searches. That was great news for all podcast creators, owners, and listeners. No one wants to have trouble finding their favorite podcasts.

Podcast SEO strategy relies on Google Search
Stats from "Three Ways To Survive Podcasting’s Existential Crisis", a great medium post by Tom Webster.

And for several years, Google Search has been how the general population discovers new shows to listen to. So this assumes your own podcast should have a website.

1. Keyword Ready Your Title and Description

Podcasting Strategy Includes Keyword Preparting Your Title and Description Graphic
Podcasting SEO Content Strategy Researching Your Title and Description Keywords

As with regular blogging, anything to do with SEO for podcasts has to include a keyword strategy. Ensure that your episode titles and your episode description are rich with relevant keywords. Don't stuff it with keywords, as Google despises that.

The best idea is to do some keyword research before you even record a podcast. Don't even start with the recording, until you know exactly what Google and your audience will love to hear about.

  • There are many free and paid SEO research tools online
  • Examples are Google Keyword Planner or Neil Patel’s Ubersuggest tool

2. Transcriptions of Your Podcasts

Transcripts for SEO strategy, speech bubble, poster and sticker concept with text
Enhance your show notes with transcripts. But don’t just copy-paste

Transcripts make your podcast more visible to Google search. This is a difficult one because it can be so time-consuming to create transcriptions of all your episodes. Transcript quality varies greatly, and the AI based transcripts are still often not good enough to use in practice.

We use Rev.com for all our transcripts, and even though this is more expensive than automated transcripts, in the end it saves us hours of editing work as they are 99% accurate in spelling and punctuation.

But if you have the capacity or capability to clean up your AI transcripts, or have a virtual assistant, having transcriptions of your podcast episodes on your website is a great start to a podcast SEO strategy.

This way you can constantly convert your “show notes” into more authoritative articles for your podcast blog, which will ensure you stay in Google's good books.

Here are some tips when using transcripts on your blog:

  1. Don’t just “copy paste”.
  2. Make it readable by adding subheadings, quotes, and images. No one wants to read a wall of text.
  3. Add images, and consider that image optimization can help SEO.
  4. Ensure that transcriptions for your podcast you avoid the 'umms', 'ahs', and other pauses. Also, avoid any grammatical errors. No one wants to read a text filled with that.
  5. Save time: Use a transcript cleaning utility like “Text Soap”, which you can find in our podcasting resources guide, as it saves hours of formatting work. Automatically remove unwanted characters, fix messed up carriage returns, and pretty much anything else you can imagine.

This is also a great way of getting at the auditory-impaired audience, who will be able to engage with your podcast even if they can't listen to it.

Feeling like you need more guidance with your podcast SEO strategy? Check out Polymash's SEO Saturdays, where you can apply to get your podcast episode titles or website SEO optimized.

3. Create Your Show Notes on Your Own Dedicated Podcast Website

Build Your Own Site To Avoid Digital Sharecropping
Photographer: Le Buzz | Source: Unsplash

Even though your podcasting platform probably provides you with an ad-hoc website, SEO for podcasts works best when you host your episodes and show notes on your own dedicated website.

Why would you do all this work, only to drive traffic to your podcast host’s site? That is considered “Digital Sharecropping”, a phrase coined by Nicholas Carr around Web 2.0…

“One of the fundamental economic characteristics of Web 2.0 is the distribution of production into the hands of the many and the concentration of the economic rewards into the hands of the few.”
Why Digital Sharecropping Is Bad For Your Content

Yes, your own website requires more work, but it means that you can style your website as you wish, putting your own branding, and personal touch into it. If you are considering building your own podcast website, the best platform for this is WordPress.

Over the period from 2011 to present date, WordPress has been the number 1 content management system used worldwide, and has grown at an astonishing rate. According to w3techs.com which uses the top 10 million most popular websites tracked by Alexa, WordPress is now the choice for 41.1% of website owners compared to 13.1% back in 2011.
WordPress Hosting Stats

The truth is that focusing on social media is a losing battle because it disappears so quickly. The better idea is to focus on constantly creating new content (Google loves that) by repurposing your podcast SEO strategy content to build your website.

4. Use Show Notes to Increase Backlinks

Podcast SEO strategy depends on link building
Backlinks are key for podcast SEO strategies. Photographer: Mike Alonzo | Source: Unsplash

Backlinks are the backbone of Google SEO strategy. In fact, most websites don't end up getting any organic traffic because they lack backlinks. There are several ways to get backlinks. One way is to ask your guests to link to your show notes from their own blog, website or media pages.

Another passive way for you to get backlinks for your podcast is to create compelling episode mini descriptions that feature links to the full episode show notes article.

You can build backlinks to your podcast episode posts because many podcast listening apps support hyperlinks in the episode mini description.

Tips for getting the most backlinks:

  • Think of the episode description as the short teaser, which then entices your audience to go to your show notes for the full article, list of resources, links mentioned in the episode.
  • So keep it short, but include a single link to your website’s episode URL
  • Don’t put all the links mentioned on your show into your short teaser. This makes it more likely that people will visit your website show notes article.
  • Use PrettyLinks or other link shorteners to track visits. For example, use mypodcast.com/e21 as the short URL you mention on air. In addition to getting stats about how many people visit your site as a result of listening to your show, this also has the benefit of you being able to change the website URL later.
  • Cross post your show notes Post on sites like Blogger and Medium.

5. Use Permalinks From Your Episode Hosts

Permalinks are important for podcasters
Photographer: Meritt Thomas | Source: Unsplash

When uploading your episode to your podcasting platform, you might have seen the option to add a custom permalink URL.

If you have a website for your podcast, then it's a great idea to use these custom permalink URLs.

    • Many hosts support this, like Libsyn and Podbean. This can result in better backlinks to your own website, and social media shares of your episode will point to your own website.
    • If using a custom permalink URL, just keep in mind a permalink should be unique for each individual episode, and should be a URL that will never change on your site.

Permalinks also ensure that when people share your episodes the shared content links to your episode, and not to a hosting platform like Anchor (who don’t support permalinks). This way you can direct people from content shared via the podcast RSS feed directly to your podcast website and get even more of your audience visiting and interacting with your website.

6. Use Content Briefs for Interview Shows

Content Briefs
Photographer: Felipe Furtado | Source: Unsplash

If you haven't heard of content briefs yet, then you are missing out on an podcast SEO strategy tool that can help you create quality content that your audience is looking for.

Content briefs allow you to create content systematically by going deeper. It uses AI to examine the top listing for the subject you are writing or podcasting about, and then produces content suggestions for you to consider.

You can even prepare for guest interviews by doing comprehensive coverage of the episode subject you are planning, based on the most relevant questions being asked online.

You will never run out of things to chat about, and you will actually talk about things that your audience is genuinely concerned about. A win-win situation!

Want to learn more about how to design interview episodes with SEO in mind? Check out this article by Polymash.

Podcast SEO Strategy Is Easy if You Go Slow and Steady

Remember that a podcast SEO strategy is built up over time. You don't need to do it all today.

You can take some of the pressure off of your podcasting shoulders, and focus on building great audio content for your audiences.

If you are interested in enhancing your podcast SEO skills, consider attending our Polymash SEO Marketing course. It's filled with all the learning you might need to build a successful podcast SEO strategy.

Feel like you could do with a few more SEO tools? Have no fear. Polymash has you covered with Polymash's Tools Stack – tools we promote, endorse, and use!

Are you a content creator or writer who knows about podcasting? We at Polymash are looking for great podcast blog article writers to help us practice what we preach. We need help to produce the kind of content our readers are looking for. Our purpose is to help our audience grow their own podcasts, businesses and websites, and make them discoverable on Google search.

Table Of Contents

Our Mission

In meeting our mission to serve others, we periodically fall short ourselves.

We’re so busy serving others, we often neglect ourselves. You know the proverb – the shoemaker’s son has no shoes – well, it’s not quite that bad!

For the last eight years Polymash’s focus has been “Podcasting As Content Strategy” – planning, producing, launching, marketing and promoting podcasts and websites along with all the digital assets to help each succeed.

  • We’ve launched dozens of successful client podcasts shows and websites; presented at major podcasting conferences and are well known in the industry.
  • We’ve been creating a strong digital presence for our clients, and we’ve grown our business by striving to drink our own cool aid.

And, we have more story ideas, and content needs, than time.

This is where you come in: We are looking for writers familiar with podcasting and content strategy. If you are interested, read on!

What Our Readers Are Searching For

We are looking for content creators to serve our audience
We are looking for content creators to serve our audience. Photographer: Product School | Source: Unsplash

We cover a wide range of topics as we offer service to anyone to who wants to launch, grow and market their podcast. Therefore, we write about most topics that can help podcasters learn more about creating an excellent show from concept through to monetization. We cover the nuts and bolts such as: hardware, software, hosting platforms, social media tools, and reviews of same. We also cover the behavioral, relationship and business side of podcasting: strategy, form, structure, monetization, promotions and more.

Podcast Blog Categories And Example Topics

A sample of topics that podcasters are interested in, and which we at Polymash write about include:

  • Podcasting Industry and B2B News Analysis
  • Podcast Planning & Launch
  • Monetization
  • Podcast Gear And Equipment
  • Podcasting Content Strategy
  • Podcast SEO
  • Interview Skills
  • Structuring your Podcast
  • Podcast Promotion & How To's
  • Podcast Guesting
  • Editing & Streamlining Production

For more detailed inspiration and to identify initial article ideas, you can visit this link.

Our philosophy is to help people take ownership of their valuable content and take pride in their mission and creativity. Our goal is to help them see value in what they do and become excited to share it widely.

Being A Writer And Content Creator At Polymash

Content creator focus
Photographer: Paul Skorupskas | Source: Unsplash

If you are a content creator writing about digital marketing and podcasting and blogging we’d love to hear from you.

Compensation and benefits to you as a writer

You will be compensated for your posts. We have no set or fixed rates. We favor writers who have a passion for the subject matter, and who are open to learning from us as well. We are a digital marketing firm with a high level of expertise in teaching podcasting, digital strategy, content syndication and SEO writing.

Therefore, candidates who are open to a mix of $$ compensation with learning our highly effective content syndication and podcast growth systems will receive preferential consideration.

Our writers receive complimentary access to our entire course library on Podcast SEO, Website Design, Show Notes SEO, Podcast Content Marketing.

We view our writers as partners and collaborators, and with the mixed model, apart from financial compensation, we hope you will benefit in the following ways:

  • An author profile with bio on our site for articles you write
  • A valuable high Domain Authority backlink to your own site
  • Access to our entire course library
  • Access to our content syndication platform

To see if you are a good fit

The content is podcasting related, so the ideal candidates will be podcasters who write, or writers familiar with podcasting. Please apply to Polymash via this online form to start the conversation. The form invites you to share brief high points of your prior experience. For example:

  • What you have written about.
  • Where you’ve written.
  • Your podcasting experience.
  • Your preferred topics, or experience on particular blogs or sites.
  • How frequently you can contribute – weekly, monthly or in between.
  • Your strengths as a writer.
  • Compensation expectations.

Engagement Details

We are looking for blog articles 1,000 words or more. If writers are working on an hourly basis, we assume writing time of 2hrs for each 1,000 word post, and 3 hours for 1,500 words and so on.

In most cases we have research and a perspective for each proposed topic available. We’ll make these available in content briefs. But for writers or articles that require initial research we’ll add up to 1hr of research compensation for each topic.

Tips for Writers

Photographer: hannah grace | Source: Unsplash

As a content creator, if you're interested in writing for us, we have some guidelines. Below are some tips to help you at your craft and make lasting connections with our readers. We want our writers to be consistent with a structure so readers come back to us on a regular basis.

Personality and tone

We encourage you to enjoy your own voice and personality, while upholding the credibility and approachability of Polymash. Our tone is represented by our depth of knowledge in the industry, our reputation with our clients, and our collaborative work ethic. In a nutshell, Polymash’s tone: we pride ourselves on our credibility and our generosity with our knowledge and resources. Transparency is a key value.

We tend to informality and openness with warmth and friendliness. We value personal experiences and stories with candor and humor that’s congruent with the message of the article. Conversational tones are more relatable than academic or technical tones.

Informative and actionable

We ask ourselves when writing any post:

What do I want my reader to know or do as a result of reading this post?

This means that every article should offer the reader something they might learn – the “what do I want them to know”- and give them something concrete to use – the “what do I want them to do” – the actions I want them to take.

If you miss asking yourself this important question as a content creator, you can leave the reader a little unsure about the value of the piece. Their take-aways are the most important aspect.

How to Structure Your Article

Brainstorming over paper
Photographer: Scott Graham | Source: Unsplash

As an experienced writer, we won’t invest time here to tell you how to write grammatically correct articles – from sentence structure – including punctation -through to paragraph structure – introduction, body and conclusion. The examples you submit in the online application will show evidence of your writing skill. As a content creator for the web, you’d be aware also of the need for easy readability.

Many readers will skim through posts. Therefore, visual layout is key.

You’d know that dense content with long paragraphs, little white space and no headings or subheadings make for not the best reading experience in our world. Therefore, we remind you of the importance of:

The reader

Keep in mind which reader you are addressing and wanting to connect with, and what will interest them with regards to the topic you are writing about.

What do I want them to take-away from my post?

Write with that persona in mind and keep asking yourself how is my message impacting this reader.

The title

Your title needs to capture attention and be inviting. Avoid click-bait, but still invite curiosity. Your title may be controversial or provocative. It may offer a solution to a challenge. Most importantly it will contain an SEO keyword or key-phrase we research before each article assignment to enhance discoverability.

Opening paragraph

The opening paragraph is most important for two reasons:

  1. It’s usually the snippet that gets published as the post’s description on the blog’s home page. Therefore, it serves as the window dressing that invites the reader to click on the Read More Button.
  2. It must contain the key phrase or key word from the post’s title in order to help with search.

Polymash can attribute its own growth and success in part to optimizing for search. We are on page one of Google’s search engine result pages (SERPs) for 100s of podcasting related search terms.

The body

As you write your content with you reader in mind and clear about your message, structure your copy simply, using short sentences, brief paragraphs and subheadings.

Headings and subheadings

To help with the flow of your content, the use of headings is essential. We use Heading 2 [H2] for major blocks – all words capitalized and Heading 3 [H3] for subheadings under the major blocks. With H3s – only first word is capitalized. This post models the heading formats we ask our writers to follow.

Internal links

As a content creator for Polymash, we would like you to reference other posts or courses on our site because those back links matter. In addition, please provide links to other sites and resources that add value to your message.

Length

Generally, approximately 700 words is a good length for blog posts. We also value – as does Google – long form, authoritative articles of around 2000-3000 words. If you have topics of that length you’d like to write, please let us know. We would be happy to discuss.

Closing paragraph

There are a number of options. The closing paragraph can act as a book end, meaning you circle back to your opening paragraph rounding out your message in a satisfactory way. You might close with a call to action. You might summarize what you have covered in your article. You might have an anecdote that illustrates your message, or you might offer words of encouragement or possibility.

Remember, we have many skimmers and scanners out there! Attention spans are shortening. If all a reader does is skim or scan through, they are likely to pause on the closing paragraph. If it grabs their attention, they may just skim back up to the top again to take a closer look. You have earned their attention.

About “Guest Post” Proposals

We do accept occasional guest posts, and do not usually ask for money for these article placements. But we have very high standards for them, and closely monitor placed links we allow in such posts. If you would like to see our guest post guidelines, click here.

How To Apply

If you made it this far, I hope you consider applying!

Resources

This week on SEO Saturdays Live we explored Podcast Player Optimization and In-Player Search. We normally focus on Podcast SEO for website traffic. But this week we were fortunate that Jalal Fathi joined us as a co-host in addition to our regular guests.

Jalal is the founder of PodKite, which many of you will already know about as one of the best tools out there for unified chart rankings across all of the major platforms. But PodKite recently released a whole new set of optimization tools for podcasters, and Jalal with demo these and help us learn about "In Player Search".

SEO Saturdays Recap Video Table Of Contents

00:00 Welcome
01:57 Support A Racial Justice Cause: #DUBBAMPLIFY https://dubb.com/amplify
04:50 Introducing PodKite https://podkite.com/
05:00 SEO Saturdays Intro & Agenda & Case Studies
11:16 Introducing PodKite (Some Audio Issues FIXED after about minute)
14:45 PodKite Live Demo
43:00 SEO Work For Blake Bennet – The Limey and The Yank Podcast
1:18:40 SEO Work for Suzanne Mueller – Take it from the Iron Woman Podcast

PodKite’s Player Optimization Feature (PPO)

Podkite's Podcast Player Optimization (PPO) feature helps you better understand and increase your search rankings for how people use in-player search.  Track your show for specific keywords. Get insights on who your competition is and learn how to get more listeners with better search ranks. Followers of SEO Saturdays will know we usually focus on web search to improve podcast discovery. So we are super excited to explore "In Player Search" with Jalal's help!

Featured Podcasts and Shout Outs

Classic Rock Battles: The Limey & the Yank – With Blake Bennett

Our podcast is about music and memories, discussing and critiquing songs that also tie into people's nostalgia. We pick a theme each month and break the show into four pieces of that theme, releasing one a week at the same consistent time. We're all about positivity – no mean jokes or talk about the dark side of the music industry. We build tension by having mock arguments over whose music is better – the UK or the USA.

Blake is also a member of our Podcasting Resources Guide and known for his voice over work at

Take it from the Iron Woman Podcast – With Susanne Mueller

Susanne interviews people who use sport as a way to be energized and motivated in their work. It is based on her book "Take it from the Iron Woman" about global business coaching with sports parallels. It is a podcast to inspire and empower others by cool stories from every day smart, sophisticated, trendy, hip, energetic people from around the world. Those many people with unique and different stories will be on the show – it can be YOU. What is their magic superpower to make changes in the world? You might wonder?

PodKite Podcast Analytics and Podcast Player Optimization – With Jalal Fathi

Podkite's Podcast Player Optimization (PPO)

These features helps you better understand and increase your search rankings for how people use in-player search. Track your show for specific keywords. Get insights on who your competition is and learn how to get more listeners with better search ranks.

Kitelinks

Optimize your marketing campaigns and expenses. Collect email leads. Track the amount of clicks on your links and players across countries and cities. Create fully automated episode links. No more manual copy & paste of player URLs.

Cross Platform Podcast Reviews

Access all your podcast reviews in one dashboard. Reviews of all major platforms. Access, sort, filter and tag them. Get email updates into your inbox.

This week our special guest was Rev. Dr. Bob LeFavi who just launched his new podcast "Inspirational Sermons – Insights From The Best Preachers In America". It jumped straight into the Top10 for his category, and we talked about his launch strategy, as well as the Podcast SEO principles his new website is based on. We also covered a number of questions from our Facebook Podcast Marketing Group, on subjects that ranged from content syndication best practices, avoiding duplicate content penalties to how content briefs and content grading tools we discussed before in our case studies can help grow a podcast.

SEO Saturdays Table Of Contents

NOTE: We had technical difficulties with Ecamm Live and Skype not integrating and crashing our livestream several times, so this video stitches the 3 parts of our livestream back together, apologies to the folks watching live.

Recap: May 30 Livestream Replay Video

We experienced some technical difficulties, but here is the complete version of the LiveStream

Video Timestamps And Chapters:

  • 0:00:00 – Welcome and Intro
  • 0:04:13 – What is SEO Saturdays, examples of how "flipping the script" helps podcasters
  • 0:06:16 – Edison Research on How People Discover Podcasts (hint: Google Search)
  • 0:07:45 – How to submit your own podcast for promotion on SEO Saturdays
  • 0:09:10 – Shout Outs to Inspirational Sermons, the Moonlight Graham Show and the Quiz and Trivia Podcast With Bevvo
  • 0:12:00 – Introducing Bob LeFavi and Inspirational Sermons
  • 0:18:00 – How to rank on page 1 of Google Search, even with a brand new website (SEO Tip)
  • 0:20:17 – Example podcasts that used this and are now on page 1
  • 0:31:11 – New Episodes SEO Research for Inspirational Sermons
  • 0:46:30 – Crafting an SEO based Episode Content Brief for the term "Prodigal Son"
  • 1:00:06 – The Moonlight Graham Show – SEO Research
  • 1:07:58 – The Quiz and Trivia Show With Bevvo
  • 1:18:31 – Q&A Segment – Live & From our Facebook Group
  • 1:30:00 – Signing off until next time

Featured Podcasts and Shout Outs

Inspirational Sermons – With Bob LeFavi

The Inspirational Sermons podcast inspires faith-based listeners to live their best life by highlighting and discussing dynamic sermons that are life-changing and life-giving.

Inspirational Sermons Podcast Launch
Inspirationa

Here are some key moments from the show: 0:12:00 – Introducing Bob LeFavi and congratulating him on his new Inspirational Sermons podcast 0:18:00 – How to rank on page 1 of Google Search, even with a brand new website (SEO Tip)

Inspirational Sermons Podcast SEO Strategy

0:20:17 – Example podcasts that used this and are now on page 1 0:31:11 – New Episodes SEO Research for Inspirational Sermons 0:46:30 – Crafting an SEO based Episode Content Brief for the term "Prodigal Son"

The Moonlight Graham Show – With Andrew Flattery

The Moonlight Graham Show podcast is an indie Iowa sports podcast that celebrates the underdogs, the role players, and the great stories. Here is where we did some SEO work with Andrew: 1:00:06 – The Moonlight Graham Show – SEO Research

The Quiz and Trivia Show – With Bevvo

The Quiz and Trivia Show podcast is 21 general knowledge questions in 15 minutes. Perfect for a commute, around the home of with friends. There are bonus eps with specific themes. Here is where we talked about Bevvo’s show: 1:07:58 – The Quiz and Trivia Show With Bevvo

Q&A Segment from our Facebook Group Questions

The Q&A segment starts at 1:18:31

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.

Things are always changing, and this is especially true in content marketing. Podcast content strategy is still wide open to get your brand, message, or business out there. If you're in this field, you'd be aware that the internet runs on content. With regards to lead generation and attracting the right traffic with SEO savvy, the rules change often.

Add to this a bewildering array of potential channels for content, it's no wonder that navigating this terrain can seem difficult. With so many bright shiny objects everywhere, many of us lose our way.

I. A Podcast Content Strategy Avoids Digital Sharecropping

We've seen exhausted clients pour all of their efforts into “rented” social media platforms, posting on Facebook, LinkedIn, Instagram, Medium, Twitter, YouTube and other channels. To them, it seems like they are doing the right thing. They gravitate to where they feel their audiences' attention is.

Nothing seems wrong with that. But often there is a lack of underlying strategy. More on that in a minute.

Digital sharecropping
Digital Sharecropping – building you online presence on platforms you don't own

Meanwhile, our clients' website's content often lies neglected. It is no longer at the center of their efforts or content they publish. For most clients, social media seems so much easier than blogging. The occasional viral attention gained appears more attractive than building a body of authority content – a convenient and sexy shortcut.

The issue is that social media content has a limited life span. It disappears up Facebook's or Twitter's timeline. Thus it serves no real purpose in growing a website, domain authority and SERP rank. The social posts need to refer to and drive traffic and engagement back to the central website.

The social networks fight this tooth and nail, they want ALL engagement to take place on their own platforms.

So what's the solution?

I won't pretend to have all the answers, but in the last couple of years we have discovered a self-generating content strategy that seems to works well for the “content marketing” challenged: Podcasting as a Content Strategy.

This might surprise you, or you may think of it as another content fad; but hang on for a minute and allow me to explain the often surprising benefits.

II. Podcasting is a Self Generating Content Strategy

Instead of laboring over creating blog content, our clients interview other people in their field. They love doing it, it’s fun, energizing and not as time consuming as blogging. They jump on a Skype call, hit the record button and discuss a topic they and their guest find energizing, and voilà: original content.

I’m not saying it’s easy or less work, but it’s a less intense effort for clients. They focus on recording a meaningful conversation, and we, as their podcasting partner, take care of the rest. For example, we use a transcription service and edit these conversations, and have an almost instant 5,000+ word article. We then apply both technical and other SEO optimizations – in fact the topics and episode titles are based on SEO research and low competition key phrases in the first place.

Podcasting can serve as the missing center for a multi channel strategy

Once a podcast is recorded, the show notes become the central business asset from which all multi-channel and social media efforts emanate. So yes, we still do “traditional” social media content distribution campaigns to share and boost the podcast show-notes. But that’s only the beginning.

Podcast content strategy as a multi channel approach
Podcast Content Strategy as Multi Channel Content Distribution

We often produce videos from our podcast episodes. There are some automation tools that help us. These transform audio into video. Later, we publish these episodes on YouTube, DailyMotion and other social video channels.

For an example of this audio video combo, check out our episode about "Podcast Guesting".

And for a completely automated tool that converts audio into video, check out a tool called “Headliner”. It produces audiograms and even adds relevant images and slides to the videos. In our previous post, Podcast Audiogram Alternatives For Promotion and Visual Storytelling, we are excited to show how we now use the Invideo platform as our video platform of choice.

Social Content Platform Syndication:

We syndicate the content to platforms with existing engaged audiences and built-in internal search engines, for example Medium, Blogger, Facebook Stories or LinkedIn.

Snackable Videos:

Michael Seltzner’s “Social Media Examiner” team recently cancelled 3 Facebook video shows. He moved them from Facebook to YouTube. Why? Because the data shows that videos longer than 1-2 minutes penalize your Facebook page rank. So when publishing video to Facebook, the idea is to take 15-45 seconds from the podcast video episode and publish it as “teaser content“ with subtitles. I’m still working on automating this part of the process.

Syndication And Content Distribution Automation:

We use a smart and affordable content syndication and distribution platform from a Belgian company called StoryChief. The reason I like it so much is that it can publish natively to multiple platforms (like WordPress, Drupal etc.), and supports podcast player embeds.

What’s smart about it is their use “rel=canonical” tags. You get to decide where your primary content should live. For those unfamiliar with this tag, it lets search engine indexing bots know where to apply the SERP rank credit and link juice. This way, your podcast show notes will rank pointing to your site, NOT to Medium or other platforms.

Podcast directories RSS syndication:

Promoting a podcast requires submission to dozens of podcast directories. These directories will automatically link to each published episode and your primary website. This results in a valuable SEO benefit, namely, links from high domain authority sites.

III. Podcasting as SEO Cornerstones

A lot of podcasts tackle content themes. In podcast parlance, these can be thought of as "Seasons". For example on an SEO podcast, you might focus on "Technical SEO" in Season 1, and "Link Building Techniques" in Season 2.

This is the genesis of a cornerstone strategy. You cross link this content to other important long form content pieces on your site. Such content will naturally rank higher because of the relevance of all participating articles. Furthermore, we have seen this content rank very quickly.

Podcast Guesting as a Lead Generation & SEO Link Building Initiatives

For people not interested in launching their own podcast, “Podcast Guesting” is an alternative. It results in effective link building, lead generation and launch strategy for any business. For example, this method has become a very popular book launch technique. The idea is that you find relevant podcasts in your niche and then run an outreach campaign to approach the hosts of these podcasts to invite you on as a guest.

Benefit: Intimacy With Your Ideal Audience

The first set of big benefits include getting to talk to your ideal and relevant audience when they are in a receptive mode. Think about what people are doing when listening to their favorite podcast, the one you are appearing on. They are likely commuting, working out, going for a walk. The modality is very different from interrupting an audience in the middle of browsing through their Facebook feed.

This is why Podcast Listeners are such a lucrative audience. And you get to present your core ideas to them.

Benefit: SEO Back-Links

The second big benefit is SEO related. Each podcast you appear on will create show notes that feature highly valuable back-links to your site and product or launch. SEO agencies charge a lot for high Domain Authority back-links. And the link building process can be onerous.

You can automate the outreach campaigns, or you can hire agencies to do this for you. We have a free downloadable podcast guesting outreach automation system for this, including outreach email templates and mail merge tools. To learn more how these campaigns can be automated for free, check out our podcast guesting system and templates.

Podcasting Benefits Summary

Our clients love having a podcast. It helps them re-connect with content as their own business asset. “Having a show” re-introduces a strategic purpose and promotes content discipline. Our clients keep on a weekly schedule much more easily than when they were just “blogging”.

The ROI behind podcasting as a content strategy

The ROI is in lead generation and list building and SEO. A year into their podcasting journey, most our clients with medium sized shows get 65% of their traffic and leads from organic search and podcast listeners. These are for keywords they would otherwise have to pay $1,000's a month for on Google AdWords.

Guest post by author and SEO expert Andrii Gorh. Podcasts are one of the hottest content types right now. Recent acquisitions by Spotify in podcast media hubs just prove this point. It can be super challenging to create a high-quality podcast, which will gather the attention of millions of listeners, but SEO and search engine discoverability can help. In this blog, Andrii presents some SEO tricks, which might help you grow your podcast to be discovered in different mediums.

7 Methods to Grow Your Podcast

In short, you need to know how to grow your podcast and leverage it for SEO, but also how to rank well on the platforms, where you publish it.

  1. Catchy episode titles
  2. Use your website
  3. Optimize RSS feed
  4. Use Youtube
  5. Recycle your content
  6. Try Pinterest
  7. Link building with podcasts

1. Catchy episode titles

Catchy Episode Titles Help Grow Your Podcast
Photographer: chuttersnap

Start with a well-written title. This is how one can find your episodes on iTunes or Google Play. These marketplaces put a heavy emphasis on keywords, which are in your title.

Of course, also if the title is catchy and engaging – there is much more chance a user will click on it. For Youtube videos it is thumbnails, but for podcasts – it is all in a title. Check out Polymash's own post about 4 Ways to Create Amazing and SEO Savvy Episode Titles.

Certainly, don’t try to clickbait or stuff your podcast title with keywords – you might be punished by the algorithm of podcast search engines.

2. Use your website

USe your website for Podcast SEO
Photographer: Austin Distel

If you own a website – use it to earn more traffic to your show notes, and increase your episode downloads at the same time. If your show does not have your own website – I highly recommend creating one on your existing domain, or with your own new domain name. It is the entire idea behind creating a podcast as an inbound content strategy.

A podcast is a fantastic content type, which can attract a lot of organic traffic and backlinks to your site. Don’t waste this opportunity.

To get more organic traffic to your site, you can use a standard SEO playbook: original content, link building, on-page optimization, keyword research, tech setup, etc.

I would really recommend transforming your audio content to text, SEO optimizing it and using it on a blog for show notes entries.

Also, consider expanding your podcast's blog beyond episodes, additional content ideas for your podcast blog could be:

  • Some key takeaways from recent episodes;
  • Introducing a new series of episodes and explaining why;
  • Additional supporting visuals (especially infographics);
  • "Best of" recaps and themes;
  • Include lead magnets or some downloadables – e.g. checklists, e-books – a great way to collect e-mails;

But, don’t just copy paste your transcript – make it more engaging, readable – so it can produce a long session time on your website. We have an entire workflow to transform your show notes into an SEO asset for your site.

Another reason to have a website – it is an insurance strategy against algorithm changes on podcast networks. Let me explain. If you host your podcast only on third-party mediums – you are completely dependent on their rules. If one day something happens (e.g. Spotify doesn’t want to rank content about pets :) ) – your website would be a supporting channel to distribute your podcast.

3. Optimize RSS feed

Optimizing an RSS feed for podcasting SEO success
Photographer: Taras Shypka

RSS feed might sound like an old-school phenomenon, but it is really important for podcasts – this is how your content is distributed to iTunes, Google Play and most other platforms.

So, you need to keep best practices for titles, descriptions, images, category updates as well as your latest copyright information etc.

The best way to have full control of your RSS feed is to use services similar to Libsyn or free Powerpress WordPress plugin.

4. Use Youtube

Use Youtube to promote your podcast
Photographer: Christian Wiediger

Youtube is the second biggest Search Engine in the world after Google. You should obviously use the power of Youtube to bring more traffic to your podcast.

Create a channel and post highlights or full recordings of your podcasts. Maybe they will gather millions of views and subscribers!

Also, there are many services, which can convert your audio podcast to Youtube video.

5. Recycle your content

Recycling your content for podcast growth
Photographer: Lacey Williams

High-quality content might take a lot of effort and time. It would be a shame to use it only once. Repurpose your content in different forms. For example, from one podcast episode you can make:

  • Infographics and visuals
  • Slide decks
  • Blogs and articles
  • Videos
  • Downloadables and so on.

With more content, you will definitely increase your reach.

6. Try Pinterest

Using Pinterest to grow your podcast with SEO
Photographer: Charles

Pinterest is the fastest growing visual search engine in the world. Personally, I like Pinterest more than Instagram – because it brings evergreen traffic. It means, that even old posts bring traffic to your podcast or site, unlike Instagram or Facebook.

Learn Pinterest tactics, test different pin designs, see what works for you. Ideal pins are those, which bring click-throughs and traffic. Try to solve a problem within a pin text: e.g. “Find out 10 ways to save money in our new podcast episode”.

7. Link building with podcasts

Link building is an integral part of growing a podcast
Photographer: Bryson Hammer

A viral podcast episode can bring a lot of backlinks – other sites linking to your site. It will be a huge benefit for your website, where you embed podcast episodes (check out advice #2). Backlinks are one of the most important factors in Google ranking – the more you have the higher you are on SERP (Search Engine Result Page).

A Tool For Link Building Campaigns

Link building campaigns work best when SEOs use strategies based on insight as opposed to guesses.

Check out Linkio. It is a software platform that helps you run more successful link building campaigns as a podcaster or blogger. The tool provides everything you need for effective (and enjoyable) backlink campaign management, and they offer a free trial.

Collaboration

The easiest way to get backlinks is to collaborate with guest speakers, publish content on their sites and get free backlinks, mentions to your site. Also, try outreach – email other bloggers, influencers in your niche, mentioning your podcast and asking for a backlink. You can also ask for a guest contribution on their blog, in exchange for a backlink.

About our guest author:

Andrii Gorh
Andrii Gorh: SEO ninja

Andrii Gorh: SEO ninja with 10+ years of experience. He LOVES keyword research, rank tracking and tech SEO tricks. Check out his advanced SEO blog: Online Hikes and other tech hacks at MrHack.io. Featured image credit: Web Hosting

Podcast Content Syndication – Beyond Podcast Directories

Podcast directories aren't enough for podcast distribution. In this episode we will learn why. We will also learn how to automatically and widely syndicate episode show notes content for quick traffic and SEO rank wins. This is the primary marketing approach we are taking for our podcasts.

Overview & Episode Content

  1. What is Content Syndication? (01:10)
  2. What Are the Benefits For Podcasters & Bloggers? (01:45)
  3. How does this work, and how can I automate it? (04:20)
  4. SCREENCAST: The StoryChief platform we use for this (07:45)
  5. DEMO: Our podcast distribution and syndication process (12:25)
  6. COMPARISON: StoryChief's free, basic and pro plans compared (21:45)
  7. CASE STUDY: Results we have seen

What is Content Syndication?

Content distribution and syndication for podcasters
Content syndication for podcasters

Here is a definition from Search Engine Watch:

Content syndication is the process of pushing your blogpost, article, video or any piece of web-based content out to other third-parties who will then re-publish it on their own sites.

So this applies to podcasts as well. We want to create Brand Awareness for our podcasts by publishing our show notes stories on multiple websites, communities, social media and email channels.

What Are The Benefits?

Podcast Distribution & Show Notes Syndication Benefits
Podcast Distribution & Show Notes Syndication Benefits

Question: Why should podcasters care about content syndication?

Aren't we already doing a form of this when distributing our episodes to iTunes, Stitcher, Spotify and Google Play?

  • Answer: Yes indeed we are.
  • However, we are only publishing audio content on iTunes.
  • And we ought to do the same with episode show notes.

Multi Channel Presence

Content syndication is to our podcast show notes what podcast directories are to our audio files. A way to distribute our content widely. And a way to establish presence on multiple content and social platforms.

Traffic and Discoverability

This results in greater traffic and discoverability. When your episodes go live, you probably already share your show notes post on Facebook, and perhaps on Twitter. But have you thought about publishing your episode show notes as articles on Medium? (I get a lot of traffic from doing this) Or on Blogger?

The idea we are about to explore involves distribution of your show notes to as many platforms as possible.

And the benefits of this extend far beyond traffic alone.

SEO Backlinks

My backlinks from high domain authority sites have increased by 231% in 2 months of launching my podcast. This is largely resulting from the podcast distribution and syndication method we are covering here. (There are some graphics and figures at the end of these show notes)

For those of you unfamiliar with SEO, increased backlinks mean increased rank in the Google search engines, and this means better placement in the search results. I have some concrete examples of this later on, but some of my podcast episodes and blog posts are ranking on page 1 or 2 of the Google search results within 2-3 weeks after publishing. And my site does not have a particularly high ranking Domain Authority.

How Does This Work, And How Can I Automate It?

Automating Podcast Content Syndication
Podcast Content Syndication Automation

You could of course distribute your show notes to a bunch of different platforms manually. Generally this involves re-posting your episode article via copy paste, or sharing your own episode show notes URL on social media. And that's perfectly fine, but it is a lot of work, and there are pitfalls:

  • The manual approach is super time consuming
  • Each platform has slightly different rules, layouts and features
  • The more platforms you want to distribute to, the more manual work it becomes
  • If you are not careful or SEO savvy, then your podcast episodes will rank on 3rd party sites instead of on your own. We've written extensively about how to prevent this, and talked about Digital Sharecropping in Episode 7 "5 Reasons NOT to Promote a Podcast on Facebook [S1E07]"

So doing this manually is a bit foolish. And there are some great content syndication platforms out there. But there is one particular platform that is great for podcast distribution of show notes. And it addresses all the above concerns.

The platform is by a Belgian company called StoryChief, and I'd like to tell you about how we use it, and how it has revolutionized our podcast content syndication process.

Why StoryChief?

We use StoryChief for Podcast Show Notes Content Syndication
  • Podcasting Ready
  • Blogging Optimized
  • Content Calendar
  • SEO Ready With Canonical Tags
  • Lead capture integration
  • Suitable for beginners
  • Suitable for advanced marketers
  • Provides ready-made blog
  • Built-In Coaching for SEO and Readability
  • Flexible open platform with lots of embeds, integrations
  • Collaboration & Approval Workflows
  • Outsourcing Ready

StoryChief Podcast Distribution & Syndication (7:45)

podcast distribution and syndication
StoryChief podcast distribution and syndication map

Here is a quick summary of where StoryChief can distribute your podcast show notes.

Publish to multiple websites you own (7:55)

With StoryChief you create a layer above all your web sites, which simplifies the show notes production processes. After your show notes are finished in StoryChief, just publish it to your podcast's websites with one click. The layout will automatically be adjusted to defined branding of your website.

I especially like that on WordPress, any images you include are automatically imported into your social media library. And if you use Yoast SEO plugin, as most of us do, the SEO settings you define in your article will transfer over to your WordPress site, such as your SEO keywords or meta description.

Publish to your personal blog you get with StoryChief (9:30)

Don't have a blog website yet? You can use the free blog you get with StoryChief. It's auto generated when you start an account. Personally I don't use it or drive traffic to it, but I still publish each show note article there because I get a back link.

Create Social Media posts which link to the article (9:55)

Create Facebook, Twitter or Linkedin post to promote your story. The links will go to your primary website.

Publish to the new AMP channels (10:25)

Improve click through rate by 70% by boosting loading times on mobile devices. Publish your stories to Facebook and Google as AMP version.

Promote stories through your ambassadors and influencers (10:40)

Increase reach by 1000% by sharing your brand stories through the personal social channels of your colleagues, friends and influencers. My invitation to join our own Ambassador network is below and also at the bottom of this post.

Embed stories in automated newsletters (12:00)

Easily setup news digests by integrating your favorite mailing tools with StoryChief.

Publish to communities (12:10)

Increase reach and brand awareness by publishing to Medium.com, blogger.com communities.

Content Syndication Demo (12:25)

Content Syndication Demo

As you know, this is a both a podcast audio as well as video series, and in this next segment I will doing a video demo. So for those of you listening to this, I'll do my best to describe what's going on:

Podcast Distribution and Syndication Destinations (12:45)

Let's take a look at the integrations that are possible when using StoryChief. Let's go and start with the available channels that are possible to be configured. As I mentioned, StoryChief comes with its built in blog, and we can have a quick look at that so that you can see what that looks like. Here is my Polymash Podcast Growth System blog that I've set up as part of the StoryChief. As I said, I don't really use it, but I do get backlinks from it, and so that's useful.

Publish to Blogs, Website and CMS Destinations (13:10)

My primary place where I publish is WordPress. You can also hook up an API to basically publish to almost any website out there. Some of my marketing buddies out there will be using HubSpot or Magento, that's another famous CMS that's out there. So you can see you there are a whole range of choices. Another good one that's maybe worth pointing out is Shopify. I'm not sure whether that applies to you as a podcaster, but it could.

Content Hubs (13:50)

Content hubs are next, this is where you would configure Medium. Most of the time you have a personal account on Medium, but I also run a publication called Podcasting Strategy Launch and Marketing on Medium. So those are two different places that I typically syndicate this content. Let's go back to content hubs: I've also set that up the Podcast Growth Show on Blogger. As I mentioned, it's owned by Google. And finally I create an RSS feed. There are many purposes for that, that I won't go into any details.

Social Media Destinations (14:30)

On Facebook, both Facebook pages as well as Facebook groups are promoted, Twitter and Linkedin.

Ambassador Networks (14:40)

Here are the referral or the ambassador networks that we talked about a little bit earlier. I have to have them configured at the moment, one for podcasting and one for just general digital strategy. But you can easily see how, if your podcast is about multiple topics, you could easily use it for that. If you have multiple seasons, you could possibly set it up to where your podcast season one has an ambassador list that's different from season two. So this is kind of up to you to decide.

Press Releases (15:05)

Press releases, if you are big enough to warrant occasional press releases, and you have an episode on which you're talking about an event or something that are really not worthy, that would lend itself to a press release, that's a great option to have.

Email Marketing (15:25)

Email marketing, it comes built in with MailChimp. It comes built in with campaign monitor. But we'll go in a minute, we will look at what the integration strategy is. And because you can hook it up to Zapier quite easily, it basically you gain access to almost any marketing automation platform that's out there for capturing leads.

Lead Generation (15:40 & 16:30)

On the Lead Capture site, there are many ways in which you can capture a lead inside your story. So if you're mentioning something in the podcast that's a worthy add on, or you're asking people to sign up for something, or even if you don't have this built into your website. We use Thrive Marketing Automation tools to help with this. But even if you don't have anything like that, StoryChief helps you by providing it.

Mobile Platforms (15:50)

Google AMP and Facebook Instant Articles is what's available right now, and that can be quite helpful. I'm still in the process of starting to utilize these.

Other Integrations (16:30)

All right, so here we are in the integration screen, where you set up, and by the way this stuff don't let it overwhelm you. These are one time set up activities. I'm just trying to point out the rich distribution potential that you get on this platform, and most of it is a matter of a one time effort, and then it is as simple as actually just clicking to publish at the end of this.

The web hook is the way that you connect at Zapier, and as I mentioned, that just opens up a whole world of other integration platforms.

Content Calendars (17:00)

StoryChief comes with a built in content calendar. But it also integrates to external content calendars. You can have everything that's gonna go live, including on social media, you can integrate that into your Google Calendar, or into your Upper Calendar or into your Outlook Calendar. So I love that part.

Podcast Syndication Ready Editor Embeds (17:15)

Editor Embeds is where it gets interesting, especially for podcasters. Because what I want to highlight is that StoryChief supports Anchor, Pippa, SoundCloud, Mixcloud and Libsyn as well. StoryChief are working aggressively on adding other audio platforms to be directly supported. I'm sure Blueberry isn't far away.

Story Chief Editor embeds that are podcast syndication ready
Podcast distribution ready

Right now, there isn't a native integration with Blueberry at the moment. But, I think that if that's something that you need, let me know. I would reach out to them. I was the one who initiated getting Libsyn on board. I suggested that on their public roadmap, and they've been very responsive in implementing some of the features that we as podcasters were pitching to them.

A Quick Overview of the StoryChief Editing Environment (18:09)

I thought we'd have a quick look at the actual Editor itself. It's broken down into sort of a number of interesting components.

Editing could not be easier (18:17)

Those of you that have you ever written on Medium, the StoryChief editor works very much like that. You just basically get a screen that is as easy as pie to just start typing something in. As you're typing it, you can turn text into headings, into quotes. You can add links, you can even comment back and forth with your team. And this ability to comment is a wonderful collaboration strategy, where you can manage multiple writers, or you could outsource your Show Notes production.

SEO coaching (19:04)

I've mentioned the SEO coaching components before. Here the show notes that I'm actually preparing for this very episode that you're listening to right now. It's in an earlier stage than what you would see on my site, but I thought I'd share with you what this looks like. StoryChief provides an SEO sidebar that actually tells you what to do, and walks you through a number of steps to optimize your show notes for SEO.

Readability Coaching (19:38)

And it also has a area here a way you can get a score on the readability of your posts. So keeping it simple, adding headings, breaking it up, not having too many long sentences, and a flesh reading score. Which is sort of like how complex is the grammar that you're using, and getting a good score of that is an SEO factor now. Google actually uses this as a rank indication signal. I don't know how much weight it carries, but it carries some. Besides it just makes for a better reading experience to have your show notes be very easy and scannable.

The approach that we take is, is that our headings by themselves allow you to scan through an episode and very quickly see what's going on. People do scan a lot these days. So that's how it's organized.

Tabs for staying organized and to simplify the UI (20:30 )

The editing environment is split into wizard-like tabs. This is where you progress from writing, to a summary, to determining your audience, to actually publishing.

And after you write, you basically go to the summary area where you can manage the episode settings and Metadata. This is also where you put a cover image, where you add an excerpt for your WordPress blog, where you apply categories and tags. So this is all baked into StoryChief and it all translates over to any other platform that you publish to. These settings are going to trickle down into WordPress, they are going to trickle down into Drupal and Joomla, and they will be honored on as many platforms as they can be honored in.

Defining your audience (21:15)

The last part of the publishing process is that you select your audience, and this is where you can schedule your shotes notes to go live at some future date.

The best part of that is, at the end of the day when you click that publish button and you see it going live …

The 16 destinations we publish to (21:40)

As you can see here, I'm currently doing my podcast distribution and syndication to 16 destinations. Facebook pages, Facebook channels, my Medium personal profile, my Medium publication, my WordPress Blogs, my Linkedin profiles and so forth. Some people that I've seen have to up to 20 or 30 channels that they've configured. I think it's a great feeling when you then actually click the publish button and you see it go live everywhere.

StoryChief Free Version, Basic and Pro Versions

Try it for free, but the basic version costs only $10

So when I first thought I saw this, I thought it was super-exciting, because it just saves us so much time and it was a no-brainer for me to try to integrate this into our workflow.

Sign Up for Free To Try This For Your Podcast or Blog

I'd encourage you to try this for your own blog or podcast.

If you'd like to sign up for the free version, below is a link. Full disclosure, this is an affiliate link and if you ever upgrade I will earn a small commission at no cost to you. But I hope to have earned your trust with this site, blog and podcast – I have been putting significant work into this in order to provide next level thinking about podcast growth.

StoryChief Free Account Link
Get started for free and set up your account

Get started for free, and then save 50% using our link

StoryChief updated it’s pricing structure in 2020, and now if you sign up for StoryChief free trial with our link, email me and I will personally send you a special code you can use when upgrading for a paid account that will save you 50% on this platform. This includes access for 3 team members, collaboration and content calendar features and the ability to publish unlimited stories on multiple of your websites.

But the paid version is extremely reasonably priced for what it does. Then some of the more sophisticated integrations that we've talked about, are available in the Pro Plan. But I think that podcasters will get a lot of use and time savings, even out of the basic version and I think it's totally affordable to do it.

Feature comparison

As I mentioned, there is a free version that you can get, and then there's a Basic, Pro and Enterprise versions. I'll skip the enterprise one, but here's a feature comparison.

Free version for evaluating the platform

You can see that what you're getting with the free version is quite a lot. You had five stories a month, you could really get a feel for the platform and start utilizing it even with the free version.

Why the Basic version is right for podcasters

With the basic version, you actually get that ambassador network and some of the more, from my perspective, useful features that we've talked a little bit about.

The basic version is actually quite feature rich. For example, you do get the content calendar version history. You get a content approval and rejection, which are the collaboration features, to where you can assign shown notes to someone and communicate back with them.

Here's everything you get with the $8 a month basic plan:

  • 5-30 Stories a month
  • Unlimited Users and Collaborators
  • 50 Ambassadors/Press/Influencers
  • Free Blog
  • Publish to your own Website
  • Collaboration/Reviewer Comments
  • Share Story on Social Media
  • Publish to Medium.com and Blogger
  • SEO Assistant
  • API Access
  • Export to Word/PDF/Zip
  • Content Calendar
  • Version History
  • Content Approval/Rejection
  • Newsletters/Emailing
  • Lead Generation Forms (Teamleader CRM, Hubspot CRM)
  • Custom Domain for your
  • StoryChief Blog
  • Editorial Briefs
  • Access to Talent Pool (only available in Benelux)
  • Feeds and AMPs (Google AMP, Facebook Instant Articles, RSS, MailChimp)
  • Version History
  • PRO Channels (e.g Hubspot)
  • PRO Integrations (e.g Salesforce, Calendar Sync, …)
  • Zapier Integrations
  • Publish to Messengers (soon)

You get that integration into email letters, lead generation forms. You get that custom domain and editorial briefs and a number of other benefits that is appear integration. All of that is included in the baseline version for only $10 a month, or $8 when paid yearly. So I just think this is a smashingly good deal.

Results We Are Seeing

podcast syndication and distribution results
Backlinks to my podcast and site have increased by 229% (Source: KWFinder)

Even though we haven't even begun to scratch the surface of what we can do with this tool, I hope you do see the value of distributing your show notes as widely, and to as many different networks as you can, just like you're doing with your podcast audio.

We've certainly had great results from it. Several of my episodes actually resulting in a good amount of traffic. I mean, I'm ranking for keywords that have sort of like 500 visits a month. Click here for the examples from RANK Tracker.

But if I can be on page one for that, I'm happy. I don't expect to be ranking for something that has 25,000 searches a month. That's a bit too competitive for me. I talked about that a lot in our SEO courses, how to basically match your podcasts website with the kind of keyboards and that you can actually rank for. Something that's commensurate with your site. As I mentioned, we'll be going into that in a future episode.

Keyword rank index increase from content syndication
Rank index increases (source: SERPWatcher)

In terms of business benefit, I've landed several clients as a direct result of Google search from the above process. Results that featured my syndicated content. Plus, several people have contacted me to collaborate and to help them with their own podcast content strategy and show launches, something I love doing…

So I hope that you found this inspiring. Please visit PodcastGrowShow.com, get your free sign up link for StoryChief.

Can you see yourself doing this and getting similar results?

Try this out yourself and see what you think, and let me know in the comments what you're thinking, and what your process is and how you could integrate that. I'm hoping that you could see yourself doing this. Scroll up for the link to the free StoryChief sign up.

Invitation To Join Our Ambassador Network

One last thing I almost forgot is the ambassador network. If you'd like to join my ambassador network, I would hugely appreciate it. If we have complimentary topics and our content is in sync from an SEO, or Inbound Marketing or podcasting perspective, maybe there's a way that we could work together and support each other.

So here is a signup form where you could join my ambassador networks. I would love to have you be part of that, and I would love to be able to support you in any way that I can.