Podcast search engine optimization 101: The best way to Rank Larger

40% of podcast listeners use an in-app search bar to find new podcasts. The development is obvious: if you would like extra attain, it’s essential to optimize your podcast for search.

One option to get there’s with podcast search engine optimization. Consider it as invisible levers you possibly can pull to spice up your rating and drive extra visitors to your podcast. 

On this put up, we’ll cowl the way to optimize your podcast for Spotify, YouTube, and search — plus uncover the way to discover nice subjects on your subsequent episode.

Desk of Contents

The best way to Optimize a Podcast for Spotify

The best way to Optimize a Podcast for YouTube

The best way to Optimize a Podcast for Search

The best way to Discover Subjects for a Podcast

The best way to Optimize a Podcast for Spotify

Replace your present web page.

Each podcast on Spotify has a present web page. You’ll be able to consider it as a touchdown web page on your podcast.

Based on Spotify, the aim of a present web page is to give listeners every part they should learn about your podcast, together with:

• Its title
• Its cowl artwork
• Its present description
• A “Observe” button
• A listing of not too long ago revealed episodes

The present web page is not one thing to hurry by way of — or go away to gather mud. Guarantee every component is up-to-date, correct, and as compelling as potential.

Embody sub-topics in your present description.

Present descriptions are usually quick and concise, so it’s essential to make each phrase rely. To get an search engine optimization increase, incorporate phrases or sub-topics that match what your potential viewers is looking for. 

For example, the well being and wellness podcast Upkeep Section contains sub-topics like “well being fads,” “wellness scams,” and “diet recommendation” in its description. These are search groups that would lead somebody to the podcast. 

Entrance-load key data in your episode description.

Writing an episode description is one other option to optimize your podcast, however many skip it. This house affords key phrase alternatives, which means you possibly can rank particular person episodes in search.

Just a few years in the past, Google started surfacing YouTube content material in search outcomes. For example, a fast Google search of “The best way to have a breakthrough” populates a listing of related movies — together with a video chapter from the Tony Robbins Podcast:

To indicate up in search outcomes, begin by dividing your podcast into totally different sections, also called video chapters. This creates a construction for Google to grasp your video.

It isn’t sufficient so as to add video chapters — you additionally have to optimize them. The secret’s including related key phrases within the title of every chapter.

Within the video under, the first key phrase is “e-mail advertising and marketing,” however, by leveraging video chapters, it additionally targets the key phrases e-mail listing and e-mail segmentation.

Moreover the search advantages, video chapters additionally enhance person expertise. For example, have you ever ever skimmed a complete video to discover a specific dialog or subject? By including chapters to your podcast, viewers have a roadmap to skip to the subjects that the majority curiosity them.

Create playlists.

In case your podcast covers a spread of subjects, take into account making a playlist for every subject. Why? YouTube populates playlists in its search outcomes, giving your content material one other likelihood to be seen.

Playlists can even set up your podcast library and ship viewers down a content material rabbit gap, encouraging them to spend extra time watching associated movies.

For instance, the Jay Shetty Podcast has a variety of playlists on its YouTube channel, together with well being ideas, cash habits, and relationship recommendation. Should you’re concerned with certainly one of these subjects, you could possibly spend hours listening to a single playlist.

Add the goal key phrase to your video’s file title, title, and outline.

Earlier than hitting “Publish” in your subsequent YouTube video, be certain that the next areas are optimized:

• The file title. It’s best to first point out your main key phrase within the video’s file title. Here is why: YouTube cannot truly “watch” your video to see how related it’s, however it might learn your video’s file title, which is one (of many) context clues.
• Video title: When potential, naturally incorporate your goal key phrase within the video title. On high of that, maintain your title clear, compelling, and quick (purpose for 60 characters or much less).
• Video description. Entrance-load your video description with probably the most essential data — resembling a keyword-rich abstract, essential hyperlinks, or a CTA. Needless to say YouTube solely shows the primary two or three sentences earlier than viewers need to click on “Present extra” to see the whole description.

For example, if in case you have an entrepreneurial podcast like The Aspect Hustle Present, you would possibly goal key phrases like “aspect hustle,” “print on demand,” and “internet affiliate marketing.”

At all times embody written content material for Google to index.

By no means skip out on writing a title or description for every podcast episode. Sure, it is time-consuming, but it surely offers Google one thing to “learn” and perceive in additional element. 

It is also a good suggestion so as to add a transcript to your podcast. Whereas Google’s text-to-speech capabilities are enhancing, it is not all the time correct.

By including your personal transcript — both manually or routinely — Google can higher perceive the content material of your episodes. Plus, with the best subject, key phrases, and key phrase placement, you possibly can increase your podcast’s discoverability and rating.

Create a web site on your podcast.

Whereas this is not crucial — particularly once you’re simply beginning out — having a devoted web site on your podcast has search engine optimization advantages. An internet site affords extra actual property for key phrases and offers search engines like google extra details about your podcast past simply the title and outline.

You can even create weblog content material that compliments your podcast. This can be a nice option to cross-promote throughout a number of channels and construct a much bigger following within the course of.

The best way to Discover Subjects for a Podcast

Whether or not you are simply beginning a podcast or have been within the recreation for years, it is important to seek out good subjects to speak about.

Podcasts cowl a spread of topic issues. Listed below are the three principal varieties:

• Trending subjects — these are subjects that obtain higher-than-average consideration and engagement on social media. 
• Evergreen subjects — these are subjects with constant search demand and curiosity.
• Interviews — these are subjects that relate to an interviewee and/or their space of experience.

The best way to Discover Trending Subjects

The easiest way to seek out trending subjects is by checking what phrases, phrases, or tales are trending on social media. Twitter is a good place to start out.

You can even leverage key phrase analysis instruments resembling Google Traits, Moz, and Semrush to identify trending key phrases and gauge the recognition of sure subjects.

The best way to Discover Evergreen Subjects

Right here, the purpose is to seek out subjects which can be tailor-made to your viewers and obtain a selected objective. For example, you is likely to be an actual property investor trying to supply recommendation to new professionals within the discipline. 

This requires doing a deep dive into your viewers. What are their pursuits? Wants? Ache factors? These questions are key when discovering evergreen content material.

As well as, use a key phrase analysis instrument (like those listed above) to seek out subjects referring to your area of interest, business, or experience. At all times test to see if demand is constant or fluctuates all year long.

Again to You

As the recognition of podcasts continues to surge, so does the necessity to optimize them for optimum attain. Following the ideas above, you possibly can guarantee your podcast content material is correctly optimized for search engines like google.