SEO Articles

How to grow your podcast audience with SEO

With millions of people using online services every single day, the internet has become the world’s largest media provider, as it continuously provides images, music, videos, and – increasingly – podcasts. High quality and engaging content in these media forms are one of the three main pillars of any SEO strategy, along with technical SEO and links. Among all of these forms of media, podcast is the one that’s often overlooked. But done the right way, it can positively build your brand and drive direct traffic. Listeners keep increasing every year, and it’s imperative that your podcasts are heard by the right audience. The best way to do this is to incorporate it into your SEO strategy. Want to know more? You’ve come to the right place – here’s how you can grow your podcast audience with SEO.

It’s all about the title

It’s the title of your podcast that will make iTunes and Google Play find you. After all, the main reason why people listen to podcasts is because they’re interested in the topic. Additionally, iTunes has a ranking algorithm that places a heavy emphasises on the title of the podcast, along with the total number of reviews and subscribers. And although it might be hard to think of a title with the abundance of topics already out there, finding one that will set your podcast apart is key.

A great strategy is to get straight to the point so you immediately give your audience a good idea of what your podcast is all about. It should be intuitive and not too mysterious – you don’t want to make it hard for your audience to understand what you’re trying to say. Also make sure to include the right keywords to help you get into search engine results. You can also incorporate keywords into subtitles, as this is another tactic that will help your podcast get found in searches.

Optimise your RSS feed

When people subscribe to your podcast, they are actually subscribing to your RSS (Really Simple Syndication) feed on platforms, such as iTunes, Google Play Music, and many other podcast platforms. It’s your RSS feed that provides all the information about your podcast to these platforms. Essentially, if you need to do any updates on your podcast, such as editing the title or description, you have to do it in your RSS feed, which can take up to 24 hours to take effect. Watch this space for an upcoming blog about how to optimise your RSS feed!

Leverage your website

Yes, your podcasts are interesting and have high quality content, so don’t waste any of it. Leverage your website and make it a great podcast destination for Google to send traffic to. Attracting trusted links to your site is what every good SEO practitioner does, and a good podcast is a great way to attract those links. Have individual pages for each podcast episode just like you do when you post blogs so you’ll get more links.

This makes it convenient and easily shareable for both you and your audience, and it also makes it easier for users to search and access your content. That will drive traffic, and the more traffic your website has, the more listeners you will have too. This should prove that your content is of high quality, authoritative, trustworthy, and worth linking to.

Have a great presentation

Presenting your podcast well is also key. Add relevant graphics and images to attract more people to your podcasts as this reinforces the impression that you’re a reputable site and that you put a lot of effort into creating episodes with top-notch content. Make sure that your presentation has a user-friendly layout, so it’s easy for your audience to navigate, and use images that are relevant to your topic.

Optimise for mobile

A significant trend in SEO is optimising your site for mobile, and in particular ensuring that information loads quickly on mobile devices. More people than ever before are using their mobiles to access the internet, which will definitely help you get more listeners since many people like to download and listen to podcasts while on the move. Lastly, don’t forget to add meta descriptions and headings, since these are the first things that your audience will see during their searches.

Share your podcasts on social media

Social media has now become an essential factor in SEO analytics and metrics. Sharing content on social media platforms, such as Facebook, Twitter, Instagram, and more, increases traffic in greater numbers. Sharing your podcast episodes on these platforms will help you expand your target audience. And don’t forget that on Facebook you can easily find groups and pages that have interests related to your content, so don’t overlook this as an opportunity to promote your content.

Sharing on Twitter, on the other hand, requires a different approach since the number of characters is limited. That’s why your podcast must contain relevant images and concise descriptions for it to work well for you. Keep in mind that each social media platform has different methods for sharing content, so it’s best to do research first.

What are you waiting for?

More and more people listen to podcasts every day because they are entertaining and informative. Regardless of whether you already publish regular podcasts or you’re just starting on your podcast journey, using these SEO techniques will help you get more people to listen to what you have to say. Optimising your podcasts for search can take a lot of effort but our team of experts are here to help. Check out some of our works here or contact us for a chat about how we can help you to expand your audience reach.

Author

Broadcast SEO