It’s estimated that Google received over 5 Billion search requests a day. Your largest potential audience is here, however, podcasts can be completely ignored unless you have a best practice approach.
When you write a blog or any written content, provided your website is indexable, your site gets crawled by search engines such as Google, and your content gets indexed. If you are talking about “..annual turtle migrations to Switzerland”, then should someone happen to search on that term / phrase, there is a great chance your website will be displayed in the search results.
However, if you talk about the “..annual turtle migrations to Switzerland” in your video or podcast, those words remain un-crawled, locked up in that file, and hidden from search engines. Your content isn’t going to appear in Google Search results and you’re going to miss a huge potential audience.
So how do you solve this?
- Transcription – turn your voices into text. This is the starting point, having the written word which can be used on your website to be crawled, extract keywords, topics, tags that can be used in publication platforms that help your podcast be found.
- Keywords and phrases – these are very important. What is being discussed in the podcast helps you be found. If you are talking about the turtles, as above, key phrases / tags could actually be: “turtle migration”, “Swiss animals”, “native animals of Europe” even “animal migration patterns”. Anyone looking at these terms could be directed to your podcast and this is the kind of audience acquisition, from outside your traditional podcast audience eco-system, which really helps you grow your podcast.
- Blogs – turning your podcast into a blog certainly helps with discoverability because the content can be crawled by the search engine once it is on your website. If you have a transcript, you are more than halfway there. Rewrite it into a long format piece taking quotes from your guest and using them to dive deeper into topics. Take sections of your podcast and build original written content from the topics and themes you explore.
- SEO – Follow a best practice guide or use tools to ensure the structure, meta tags, headlines and keyword density are followed correctly in your written content.
Because we wanted to be able to solve these problems, the Sonnant platform delivers transcriptions, keywords and subjects and content for SEO. Our team has already created automated summary blog posts, and long-form posts will be coming soon. We are well on the way to making best practice discovery as simple as uploading your audio and video file.