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Podcast SEO is a relatively new thing as content marketers have to think about. And it certainly adds to the list but podcast SEO is something that can help our brands rise to the top in search.
Now Apple has rolled out a search functionality of all audio content within podcasts so we’re certainly moving the way of being able to search podcast audio.￼￼ ￼
As I was looking at my new book – Content Performance Culture – I was doing some searches on Google and interestingly the podcast with the chapter readings shows up.￼￼ Perhaps as interesting is that it is the Spotify version up high. The Google Podcast version is embedded lower.
Here is what the search results page looked like:
In this example there are three results related to podcasts on the first page and definitely the most visual result is for the podcast.￼￼￼￼
On another search the podcast even showed up number two.
It certainly looks like that I have a jumpstart on owning the front page in Google search results for related searches.
When I search for my own name a number of episodes that I have appeared on and my own podcast show up:
Podcasts appearances in search are very similar to what I reported previously on how social media has an impact on your search engine optimization.￼￼
Having a podcast that answers questions not answered by others certainly can help companies rank for those terms in search.￼
Podcast SEO expert Mark Asquith of captivate.fm, joined me on a live recording of the podcast as well to dive deeper into podcast SEO and share tips. You can watch his tips here:
One thing that stood out to me that even though you can rank for SEO with your podcast: False positives can still happen.
False positives in SEO are when you rank for a term but your result is not contextually relevant. Mark gave some examples on the show. For example, my podcast ranks for “background image” and the show is about how to remove background images from a picture. But the searcher’s intent is actually for finding background images for podcasts. I’m ranking high but it’s not what they are looking for.
Should we do keyword research before recording a podcast?
I’m certain most of my early ones did not include keyword research before the recording. I try to do podcast SEO – aka keyword research for any of my Business Storytelling Podcast episodes now
Keyword research for articles is a standard operating procedure for many content teams now.￼￼ So why hasn’t it been for podcasts? Probably because podcasts are new and up to this point the search engine indexability was low to nonexistent. Some would argue only the headline was indexed and some people did show notes and transcripts for search. But did they do research for those podcasts like is done for articles?
Please don’t overthink it with the keywords. As Andy Crestodina said in this podcast episode, come up with a unique story and then optimize the words you use based on what people are searching for. ￼
This is an example from my book with very specific keywords. But the concept of trying to rank for very specific keywords is what content marketing is all about. If you can find a way to be the only one that has a podcast on a specific topic-even if there already are a bunch of articles on it – you might have a chance to get that podcast to rank.￼
Google Podcast Manager and podcast SEO
Content performance matters. Why create content that doesn’t get consumed? Of course, Step 1 is for metrics to be accessible. With that being a requirement it’s nice to see that Google Podcast Manager has now made podcast analytics simpler than ever.
As Barry Schwartz shared the Podcast Manager now shares podcast SEO metrics for your podcast directly in the dashboard. Here’s how that looks:
Google Podcast Manager somewhat easily lets your claim your existing podcast on the Google Podcast platform and then gives you a dashboard with your metrics. This section discusses how to quickly set that up.
Podcast metrics overall
Heather Osgood, a podcast advertising expert, chatted with me on this episode of the Business Storytelling Podcast. We discussed the difficulty of metrics.
Since I use Anchor for some of my production, hosting and distribution, my podcast was automatically pushed to Google Podcasts from Day 1. On the web, the podcast stream looks clean. It’s also available on Google devices, I’m told. I’m an Apple Fan Boy so I haven’t seen that interface myself.
Anchor aggregates listens by platform and there’s now 19.
Using Podpage.com makes it easy to check off all networks. Once you add your podcast there it lists all the networks you are not on yet.
Personally, I’m surprised that Apple is leading the pack by that much. I listen to all of my podcasts on Spotify as I think their interface is less clunky than Apple.
How to set up your Google Podcast Manager Metrics
Head on over to Google Podcast Manager to get started. Form there simply click on “Start now.”
On the next screen you start claiming your podcast by pasting in your RSS feed:
If you use Anchor, you can find your RSS feed under Distribution and by Scrolling down in the iPad app. It’s a slightly different setup in the web version.
The first time I did this I was not able to get Google’s verification email. It’s going to some obscure email at anchor.fm. The easiest way around that is to add your actual email to the RSS feed. Here’s how you do that. Under advanced settings toggle on the setting that says “Display your personal email in RSS feed.”
The update took about 10 minutes or less but once it updated I immediately received the verification email from Google with the code to validate my ownership.
Google Podcast Manager – The metrics dashboard
The metrics dashboard is available immediately and looks like this:
The metrics show:
- Total plays
- Plays in first 30 days
- Length of episodes
- Average percentage of total podcast played
- Total minutes played
The total minutes played is nice once it moves up there. “Collectively, people have listened to 5 million minutes.” For example.
Podcast metrics moving forward
The metrics breakdown alone might entice me to promote my Google Podcast link more in the future. Seeing how much of an episode people listen to is helpful to figure out what is of interest to listeners. Once there are more listeners on this platform there’s value in reviewing my metrics there.
The Google Podcast Manager came on the heels of Spotify (which owns Anchor) adding more metrics to Anchor as well. Inside Anchor, I can see:
- Device breakdown (see above)
- Country where listeners are
- Age demographics (NEW)
- Gender demographics (NEW)
The metrics are just from Spotify though, so it’s not the full audience.
Metrics matter and help us create that Content Performance Culture. Metrics can also make things hard when they are siloed and not easily accessible nor rolled up.
I assume the roll up will happen at some point and the most relevant measurements will prevail. For now, seeing steps into more measurements are good to see. The Google Podcast Manager certainly lists metrics that are worth to review and to learn from. And if your podcast can help you rank in search why not do one?
Don’t miss my new book
Move your content from happening to performing. The 2020 textbook: