The intersection of podcasting and SEO has emerged as a fascinating topic for content creators and marketers alike. Podcasting, once just an alternative to traditional radio, has now claimed its stake as a critical component of a robust content marketing strategy. And as with any content medium, the question arises: how does one optimize it for search engines? The answers may surprise you, and they come from some of the industry’s leading voices.
During the recent #serpstat_chat, a group of seasoned podcasters and SEO experts, including J Turnbull, Montse Cano, Christoph Trappe, and more, shared their insights on leveraging podcasting for improved search visibility. From repurposing content and keyword research to the intricacies of episode descriptions and the potential pitfalls to avoid, this enlightening discussion delved deep into the nuances of marrying podcasting with SEO.
Join us as we unravel the key takeaways from this conversation, offering you actionable strategies to elevate your podcast’s presence in the search rankings.
What are the benefits of using podcasting for SEO?
A1: I would use podcasting as part of your overall content marketing strategy. It is a different and more dynamic way to interact with your audience.
J Turnbull
It’s a way to repurpose your content, eg, your most popular blog post or in-person presentation
Montse Cano
A1: Doing podcasts can be used for: Repurposing content, Featured snippets,Longer session duration,Backlink opportunities,Diversified content and Increased visibility.
Damians1.x
How can I choose the right keywords for my podcast content?
A2: Keyword research – find the content gaps. What is special or different about your podcast? Use Google Trends to see what people are searching for and talking about. Create a podcast about that which aligns with your objectives.
J Turnbull
Very similar to how it’s always been done. 1) Look at where there are opportunities with your content pillars in mind. 2) Brainstorm ideas 3) Map everything to keywords and phrases that people search for.
Christoph Trappe
A2: Brainstorm relevant topics, Use keyword research tools, Check what competition is doing,Consider long-tail keywords and Analyze competitor keywords
Damians1.x
How do I optimize my podcast title and description for SEO?
A3: Write for humans, not just search engines, make it sound compelling not to be missed, Use target keywords and be concise.
Damians1.x
A3: Also don’t only rely on tags or hashtags for optimization. Make sure your target keywords always appear in the podcast descriptions as well.
Sweepsify
Very similar to how we’ve optimized blog post articles for a long time. Be descriptive, include the right terms and draw people in.
Christoph Trappe
How about links and guesting on other podcasts?
A4: Guesting allows you to tap into a larger audience and a brand with higher search visibility. Absolutely this can help your rankings
Sweepsify
A4: Leverage and Arbitrage, With both these options you unlock more exposure, authority over your host then you get to drive some of the traffic to your podcast, more buzz and wining.
Avast Zumac
Guesting on other people’s podcasts is also a great SEO strategy. Just make sure they link to you! Podcasts have pages on many different platforms – Apple, Spotify, etc. etc. So there are a number of links that come through.
Christoph Trappe
What are some common mistakes that podcasters make when it comes to SEO?
A5: Lack of consistency and frequency, Not promesoting the podcast, Inadequate episode descriptions, Poor podcast episode titles and Neglecting keywords
Damians1.x
The biggest mistake is to not think about it. It’s no different from bloggers who just write without considering SEO.
Christoph Trappe
A5. Only focusing on platforms who’s owners, countries, or other creators you politically agree wirh. Ignoring alt-tech.
Remco Tensen
How can you repurpose podcast content for more SEO results?
A6 The biggest way is to repurpose the content as written assets. That includes: 1) Blog posts 2) Social media posts (I know there’s a debate on if this helps) 3) And other places.
Christoph Trappe
A6: Create blog posts or guides based on the relevant content from the podcast.
J Turnbull
A6: Convert episode content into engaging email newsletters
Olena Prokhoda
As our experts, including J Turnbull, Montse Cano, Damians1.x, Christoph Trappe and others have shared, integrating podcasting into one’s content strategy can amplify reach, diversify content offerings, and capitalize on untapped keyword opportunities. Podcasts aren’t just about oral stories; they’re strategic assets that can fuel backlinks, featured snippets, and brand visibility.
From keyword research and content repurposing to the potential of guest appearances, the discussion today underscores the importance of treating podcasts with the same SEO diligence we give to traditional blog posts. Damians1.x’s advice to “write for humans” while ensuring the incorporation of targeted keywords is especially poignant. As podcasts surge in popularity, it’s essential not to overlook their SEO potential.
For those just embarking on their podcasting journey, it would be wise to heed the pitfalls Christoph Trappe and others have highlighted: lack of consistency, poor episode titles, and overlooking the power of repurposing content across different platforms. However, it’s important to note that content repurposing is not just copying and pasting the same content across different platforms. You must edit and format the content to satisfy each platform’s audience.
Lastly, as Olena Prokhodar suggests, converting podcast content into engaging forms like email newsletters, blogs, or social posts can further extend its lifespan and reach. In essence, podcasting and SEO, when paired together strategically, can elevate your content game, driving both engagement and visibility in an ever-crowded digital space.
Happy podcasting and optimizing! ?️??
Jeremy’s Take: Podcasting Is SEO’s Most Human Content Engine
Podcasting works for SEO precisely because it’s the opposite of synthetic content. Every episode is 3,000-4,000 words of genuinely unique, human conversation — exactly the thing an AI-flooded web is short on. As the feeds fill with virtual voices reading hallucinated scripts, real human conversation becomes the differentiator.
Where are the people in all of this? If you look to Google and Gemini, they create podcasts using virtual voices with hallucinated content — then those get transcribed and summarized by AI. Where does the money come from?
Chris Garrett, Unscripted SEO Podcast
Real voices are the moat. Chris Garrett on the missing humans in AI content, in his Unscripted SEO episode.
Turn one conversation into months of SEO.
Our Podcasting-as-an-SEO-Service produces real human episodes and repurposes each into unique, citable content across the channels Google and the LLMs trust.
Want podcasting run as an SEO channel — done for you?
See the done-for-you podcast service →Related reading: Deciding how to actually get on the mic? Guest on others’ shows — or host your own? A founder’s framework — featuring Greg Digneo and Cecily North.