B2B Podcasting: How to Use Podcasts for SEO in 2021

B2B Podcasting: How to Use Podcasts for SEO in 2021

Kayla Graham

You’d have to be living under a rock if you haven’t noticed how popular podcasts are—just as “there’s an app for that,” there’s now a podcast for that.

Podcasts —including for B2B—are having their renaissance. Audiences are tuning in. And along with boosting your personal brand as a B2B, a podcast is a great way to increase your SEO. Check out our 9 step-by-step guide that tells you how to use podcasts for SEO in 2021.


Podcasts and Content Marketing.

Podcasts have become an essential part of content marketing, given they are one of the most highly consumed forms of content. And with audio technology getting better and easier to use, podcasts are more accessible than ever to people. COVID-19 has skyrocketed their popularity as more people spent time indoors listening to podcasts.

During this time, many podcasts amassed a massive following of listeners that became loyal and raving fans. In addition, podcasts have great benefits like:

  • Audiences can listen while they do other things—drive, commute, housework, etc.
  • Audiences are more likely to listen to the whole podcast, not just sections
  • Some people find listening is less intense than reading
  • Human voices are more engaging than text
  • They are mobile-friendly no matter how long
  • They rank well in Google Search
  • Audio content is relatively affordable to produce


1. Podcast Keyword Research

Similar to content like blogs and videos that rank high on Google when SEO optimized, podcasts when SEO optimized rank well on Google. They come up high in the organic SERPs.

What this means, then, is that you must do proper keyword research targeting the right keywords. First, follow conventional SEO: Choose keywords with high volume (number of searches) and low competition (number and authority of competing sources). Then integrate these keywords into your podcast title, episode titles, meta descriptions, and other sources of data as effectively as possible.


2. Host Episode Pages on your Website

Host your podcast episodes on a dedicated page of your website to rank for these keywords like any other page. For most keywords, web pages remain the best way to rank in Google Search. Optimize each episode for search and maximize search coverage. Add a text summary of the podcast embedded on your webpage.

Consider creating a blog post summary that covers all of the critical points. This improves the quality of your page content and gives a text alternative for website visitors who prefer to read.


3. Create Internal links for Every Episode

As with any page on your website, you should see where you can build internal links. Links play a big part in SEO, though they should never be overdone—link with moderation.

To do this, ensure that every page on your website that’s relevant to your episode topic links to the relevant podcast page. Likewise, link out from episode pages to other internal pages on your website, especially other episodes that are relevant.

For instance, you might run a series of episodes on the same topic or regularly publish episodes on the same set of categories or topics. In addition, link to the previous and following episodes chronologically, which builds internal links for each episode page and gives navigational value for the user experience.


4. Get Backlinks for Podcast Pages

Along with internal links, backlinks are just as important for your podcast SEO. But you must earn these links in an ethical and trustworthy way (no buying from individuals and businesses selling links). This ensures they are quality links.

The best way to do this is to network and build collaborative relationships with other podcasters. Get expert guests on your podcast and conduct interviews. This builds authority, thought leadership, and wins listeners. Get them to link back to your podcast domain, and you can do the same for them.


5. Create Quality Podcast Content

Google is getting smarter and smarter, and its algorithms understand speech in podcasts and automatically transcribe them and rank them based on the content and quality of that material. So just like with written context, create quality content.

To do this, have a clear structure in your podcasts, stay on topic, and use relevant keywords appropriately throughout your audio. But don’t overuse or force them into your content. Keyword stuffing (Black Hat SEO) still applies here.


6. Provide Transcriptions for Each Episode

Although Google can transcribe podcast content, you should still take the time to provide verified transcriptions for each episode. This is because Google’s transcription technology isn’t perfect despite recent advances. It can still run into problems with conversations (multiple speakers), accents, fast speakers, background noises, and other issues.

By providing transcripts, a crawlable of your content is given to search engines, leaving no room for errors. You’re also providing a text copy that users can access if they want.


7. Get your Podcast on the Right Platforms

You’re spoiled for choice when it comes to getting your podcast on the right platforms. There are several big players like Apple Podcasts, Spotify, Stitcher, and Google Podcasts. These each have their dedicated, loyal followers that can help make your podcast one of the most downloadable and get into the hall of fame in the top arena (e.g., Top 10).

Google Podcasts recently hit the 50+ million mark. That is, it now has an estimated 50+ million regular users and more than 100 million downloads and growing. So think of the vast possibilities for your podcast—and your overall branding and marketing.

Podcasts show up high in the SERPs listings on Google Search. But don’t just put yours on every platform; pick the right ones for you. Again, this is all about knowing where your audience is.


8. Repurpose your Podcast Content

Similar to other types of content—like blogs and articles—podcast content can be repurposed into videos, blog posts, in-depth guides, content series, articles, and more. This further expands your messaging and SEO.

You can provide comprehensive coverage of these topics to your audience. Repurposing content is one of the best content marketing strategies you could ever use as a brand, whether you’re a B2B or a B2C.

It’s essentially recycling content and making it evergreen, appealing to different consumer tastes, and growing your SEO—a win-win! However, when it comes to repurposing your podcast content, keep in mind the following:

  • You get more out of every episode’s production budget
  • You can build more internal links
  • The content caters to different preferences
  • The content gives you more coverage
  • The content promotes your podcast episodes often on channels not suited to podcasts


9. Promote Your Podcast on Social Media

Social media is a vast platform that can’t be ignored, and when it comes to your podcast, you want to be promoting it on your social media channels. Popularize your best content on platforms like Facebook, Twitter, and LinkedIn.

This increases its visibility and capacity to earn links. But, again, know where your audience is. Don’t just be on every platform. This is taking a scattered approach—one of the worst approaches you could ever take—for your brand and marketing.


There you have it—our 9 steps to using podcasts for SEO in 2021. These are highly actionable and practical steps that will get you an ROI. For more expert guidance on podcasting and SEO, book a time with our team, the content marketing experts.