You can’t just have fascinating conversations on a podcast and expect people to find it. People tend to think about SEO in terms of websites or blogging. But what about in podcasts? Dan Sanchez, the Director of Audience Growth for Sweetfish Media and co-host of the B2B Growth podcast did both separately—a lot. But when he started to bring podcasting and SEO together, he realized it’s a big play. You want to get your show to the top of a key term, right?
Choose an SEO-friendly podcast name
A lot of B2B Growth listeners subscribe because they’re searching for B2B, and their podcast is auto-suggested by Google. Why? Because their title is optimized for search. A lot of their SEO philosophy comes down to how they name podcasts. They try to keep them simple and SEO-friendly.
Dan emphasizes that you can be creative in your cover art—not your podcast name. Keep it clear and simple rather than cute and clever. He’d rather have an easy-to-understand name than something technical that no one is searching for. People aren’t searching for the cute thing. Even if they see it, they won’t recognize it.
The next best thing you can do is get as many ratings as you can. Having people tap on the five stars will help you remarkably in search rankings. They don’t even have to leave a review.
How to configure SEO for podcasting
Google has been trying to figure out how to rank podcasts for a while. They know how to figure out what’s being talked about because they can transcribe the episodes. But Dan points out that they don’t know how to stack the rankings or deliver something that’s the most relevant. So Dan recommends creating blog posts that help your show rank. You embed the show into the post itself. If a visitor clicks “play,” it increases their time on the page (which is great for rankings).
You should also do some traditional SEO, like finding keywords and planning your post. But instead of writing a post, you find someone who is a subject matter expert. Then you drive your questions in your podcast interview based on the outline you created for a blog post. It’s a much faster way to come up with content for a post that Google will rank.
Dan’s strategy in action
One of Sweetfish’s team members is a musician who wants to get her music some visibility. So she started a podcast called “The Music Executive,” where she interviews music executives about their lives and gets to know them. She wants to build relationships so she can get the deal she needs to get to the next level in her career.
Dan works with a client who has a podcast called “The Innovative Agency,” and she’s targeting agency owners. Every agency wants to be seen as innovative, right? That’s why you name your podcast after your ideal buyer. Use a word that they aspire to, something they want to be associated with. It’s not hosted by a marketer; it’s hosted by a trademark lawyer. She’s talking about the expertise of the buyers (because, let’s face it, the only people that would listen to a podcast about trademark law are other trademark lawyers).
It’s all about creating relationships with the long-term content that you need. It is far easier to do this in a podcast than a YouTube video or a blog post. Listen to Content Callout episode #49 to learn some more about monetizing your podcast and marketing it on LinkedIn!