Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
Team of one. Global operation. Everything in between. We’ve got it all covered. Rev handles the tedious job of transcripts, captions, and subtitles so you’ll get work done faster. If you haven’t found what you need yet, we still bet we can help.
Team of one. Global operation. Everything in between. We’ve got it all covered. Rev handles the tedious job of transcripts, captions, and subtitles so you’ll get work done faster. If you haven’t found what you need yet, we still bet we can help.
How can a podcast increase SEO? There are many ways, from boosted audiences to increased authority. Let’s look at some podcast SEO best practices for your brand.
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A podcast can increase SEO by expanding your audience to a new type of content format, providing extra opportunities to bring keywords into your content strategy, and giving your users more opportunities to enjoy your content on the go. All of these things will increase your authority on your chosen subject matter and increase your SEO as a result.
Optimizing your podcasts by utilizing metadata, using appropriate podcast keywords, and staying consistent with your brand will help Google index your content and will help you rank.
Let’s look at some podcast SEO tips to learn more about how you can optimize your podcasts and increase your overall presence online.
Creating a podcast is a great way for content creators, brands, businesses, and more to develop a loyal audience and create content in an interesting and digestible way. Let’s look at how SEO for podcasts can help optimize your episodes and get more eyes (and ears) on your work.
Creating a website for your podcast not only gives you a dedicated hub to house your episodes, it also can help with your rankings. On your website, you can provide optimized episode descriptions, blog posts with episode transcripts, and more, creating authority for your podcast and giving people a place they can go to learn more.
Get started: Look for a website hosting service that can help you choose a template and get your website up and running easily.
Having transcriptions of your podcast episodes available helps Deaf or hard-of-hearing people be able to access your content, while also helping boost SEO by providing written summaries of your dialog. These written summaries give even more context to search engines about your podcast content so they can rank it accordingly.
Get started: Transcribing podcast episodes doesn’t have to be difficult; services like Rev can do so quickly and easily! Look into Rev’s VoiceHub feature to see how you can transcribe your podcast.
Tagging is hugely important for any SEO strategy. It lets users know exactly what your content is about and directs searches to your episode, blog, or photo. Tagging your podcast episodes with relevant keywords will help inform search engines about your episode content and boost your podcast.
Get started: When uploading your podcast episode, there should be a space to input content tags. Put in SEO keywords that are relevant to your episode, and make sure to use the same category tags per episode type so listeners can easily find more of your work.
While you might not know the title of an episode of television, the titles of podcast episodes are extremely important. They help users scrolling through your episode catalog know what to expect in each installment so they can choose what to listen to. Optimizing these titles with SEO keywords can help accomplish the goal of helping your users choose the right episode while also giving search engines the ability to catalog your content.
Get started: Take the keyword most relevant to your episode and expand on it to create a natural-sounding podcast title.
Any written part of your podcast (no matter how small) is a great time to introduce keywords. With something as important as your podcast’s title, including the most relevant (and highest ranking) keyword can help boost your podcast by drawing people looking for that keyword to your episodes.
Get started: Decide what you want to focus on and conduct keyword research to pick the best keyword for your content. From there, integrate it into your title in a way that feels natural and not forced.
The metadata of your podcast includes things like: title, subtitle, authors, description, genre, podcast keywords, and tags. All of these features are great ways to insert relevant keywords and drive home your content strategy. Optimize all of these during the upload process where it feels appropriate.
Get started: When uploading your podcast, insert relevant keywords into every metadata field that works. All of these fields should be present while you are uploading your podcast to your hosting platform.
Creating a well-researched and thorough podcast episode won’t do you much good if it isn’t actually what your audience is looking for. Conducting keyword research using SEO tools can help identify what your target audience is actually looking for so that you’ll get good engagement every time.
Get started: Log into an SEO tool like Semrush or ahrefs and look up a list of topics that are relevant to your audience or niche. See which ones have the most engagement and search volume, and make a list of which ones could work for your content, then input them into the Spotify keyword feature during podcast upload.
If you want eyes on your content, posting on YouTube is a great place to start. Many podcasts have a video component that pairs with the episode (whether it’s a video of the podcast hosts recording the episode or just a video of the audio). Since YouTube is a leading platform, establishing authority on it can help boost your rankings in general.
Get started: Film a video while you record your podcast, or overlay your audio with a photo of your logo and upload that to YouTube.
Some podcast episodes can get quite long, so users who are looking for a specific section might have to play the “fast forward, rewind, rinse, repeat” game until they find it. Eliminating this back and forth can make your podcast easier for your audience to listen to, and is also a great opportunity to insert your target keywords. Each timestamp — where applicable — can include one of these relevant keywords.
Get started: When uploading your podcast to your chosen hosting software, you will be able to add in timestamps. While recording and editing, write down moments where the subject changes or key topics are brought up and write it down so you can remember where to put one.
A good SEO strategy is all about nailing down what points you make, what topics you cover, and what keywords you mention so that search engines can index it accordingly. Creating a blog post that expands on or summarizes your podcast content (hint: a transcription is a great way to do this) can help nail down your message and is a great way to repurpose your podcast.
Get started: Using a transcription or just listening back to your podcast episode, write an outline for a short accompanying blog post and publish it on your website.
Backlinks are the, well, backbone of an SEO strategy. They can help your content rank on search engine results pages and get more eyes on your content. You build backlinks by getting authoritative websites to post a link to your content on their website, which will drive users to your content.
Get started: Once you’ve recorded your episode or filmed your video, reach out to the biggest thought leaders in your industry and see if they’d be willing to listen and potentially share on their sites.
While some podcasts jump from topic to topic and succeed, most follow at least some sort of umbrella topic. Having a specific content niche or strategy can help you build a good reputation within your industry and become a trusted resource. So, being consistent with your messaging, podcast style, and keywords can help you build your brand over time and rank better.
Get started: As you brainstorm what you want to do for your podcast, make a comprehensive content strategy that you will follow as you continue to make episodes.
Cross-promoting your podcast on social media platforms (like posting snippets to TikTok or Reels, posting a video on Youtube, etc.) is a great way to expand its reach. And making sure that these other platforms are optimized can expand it even further. Instead of just simply posting to different platforms, optimize each platform by making sure your tags, keywords, and meta descriptions are all published as well.
Get started: Though it might be more work, don’t just set your podcast to automatically upload to other platforms. Manually go through each one and add your keywords, tags, etc.
When you devote your life and work to creating your podcast, blog, or brand, you want to get as many eyes on it as possible. This is where SEO for podcasts comes in. Optimizing your episodes will help you accomplish your content goals and grow your audience.
Why SEO matters:
Images don’t have a direct impact on boosting your SEO, but that doesn’t mean they aren’t necessary and don’t help move the needle at all. Google likes images, so having one is a bonus. And you can use image alt text to introduce some keywords, where applicable, and create even more authority.
Yes, video podcasts do help with SEO by continuing to build your brand, expanding your reach across various content platforms, and providing more backlink opportunities. While podcasts themselves may only be able to exist on podcast hosting platforms and social media, videos can also rank on Google’s video search and Youtube, which can increase their reach significantly. Adding a video to your podcast (especially if it comes with a video transcription) is a great way to get a quick SEO win.
Podcasts are a great way to draw users into your content. And with services like our VoiceHub, it’s easier than ever to get your podcast out there. The VoiceHub AI takes some of the hard work out of podcasting — it can create a seamless transcript, highlight important moments, and more, making audio SEO a breeze.
See how Rev VoiceHub can assist your podcast.
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'Mona Lisa And The Blood Moon' Trailer: Kate Hudson & Jun Jong Seo Star In Ana Lily Amirpour's Crazy New Trip – The Playlist
How an integrated PPC & SEO strategy got more mileage out of Swarovski’s media budget – The Drum
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November 13, 2024 | 10 min read
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Winning Gold award in The Drum Awards for Media in the SEO and PPC Integrated category is Jellyfish for Swarovski. Here is the award-winning case study.
Jellyfish helped Swarovski integrate a unified PPC and SEO strategy / Marjan Sadeghi
Search marketing today is complex. Soaring media costs, rapidly evolving consumer behavior and fragmented data mean that brands are continually looking for new ways to maximize their potential and stay ahead of the curve.
Pay-per-click (PPC) and search engine optimization (SEO) teams are typically divided, reporting to different departments with separate key performance indicators, targets, tactics and measurement tools – ultimately stifling any meaningful traction through the search marketing.
Impacted by economic uncertainty, low consumer confidence, poor spending ability and rising costs, leading jewelry and accessories brand Swarovski partnered with global digital marketing company Jellyfish to unleash the power of search. Together, they embarked on a journey with the shared vision that PPC and SEO are stronger together.
The partnership aimed at elevating the brand while also achieving a 5% year-over-year (YoY) increase in search revenue.
Jellyfish and Swarovski aligned the brand’s search channels through an overarching One Search strategy, bringing together paid and organic search to improve performance. This approach enabled Swarovski to own more of the search experience and be more relevant across the journey.
They connected PPC and SEO in order to: answer more search queries, from awareness through to conversion; engage more users with result formats that best met their specific intent; and convert more users by driving them through to performance-geared landing environments.
The One Search strategy framework was built around a combination of three core pillars: technology; talent; and process. This enabled the teams to move away from siloed search delivery to a more connected and integrated One Search model.
On the technology side, Jellyfish’s proprietary J+Search tool extracted data from Google Search Ads, Analytics, Search Console and Google Trends, to inform and measure collective search activities, and counteract the loss of data visibility, consent and privacy restrictions.
J+Search enabled search data to be organized in two specific ways: coupling paid and organic information and reconciling search term data at a keyword, landing-page, campaign or category level – highlighting opportunities for incremental growth, efficiency or testing across search.
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Monitoring, with greater granularity, the correlation between PPC and SEO, gave the team insight into real views of cause and consequence.
On the talent front, a combination of paid search specialists, SEO experts and data planners united disparate channels, tactics, technologies and datasets to form a unified roadmap. Domain experts from Jellyfish and Swarovski persevered in asking challenging questions and finding complex solutions.
In terms of process, Jellyfish and Swarovski redefined the delivery model to create an integrated ‘always on’ One Search model, unifying cross-functional talent and technology that enabled them to identify, prioritize and act upon opportunities and challenges.
Automated alerts were run daily to notify unified search teams of emerging opportunities or urgent performance threats, allowing for quick, responsive action.
Meanwhile, weekly cross-channel insights and keyword sharing sessions promoted unified thinking across search roadmaps, short-term planning, and weekly execution.
On a monthly basis, the team organized large datasets to identify high-priority actions, channeling them into mid- to long-term account optimizations.
Finally, the quarterly approach to One Search included a unified testing roadmap that helped monitor the incremental impact and contributions of various search types – brand, modified brand, non-brand – search formats, algorithmic updates and adoption of technology like Performance Max. Insights from these quarterly reviews drove significant updates to bidding strategies, budget allocations, search reporting and scenario forecasting across multiple timeframes.
Using this strategy, Jellyfish and Swarovski implemented the following key initiatives that propelled One Search performance:
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1. Search incrementality experiments
Working closely with Swarovski’s performance marketing and data teams, Jellyfish conducted experiments to assess the value and optimal investment across search engine advertising (SEA), SEO, brand, non-brand, search technology and more.
The team used go-dark and A/B testing – in select regions, branded SEA was paused to measure its incremental impact.
Jellyfish also conducted tests during different peak times, providing insights into how the search engine results pages (SERP) – and the competitive landscape within them – shifted throughout the year. This helped the team fine-tune strategies for profitable, incremental growth in line with consumer and competitor dynamics.
During high-competition gifting periods, SEA investment in branded search terms drove nearly 10% more incremental transactions.
Outside of peak periods, SEO played a more prominent role, allowing SEA budget to shift towards prospecting efforts and bringing new customers into Swarovski’s digital experience.
These experiments helped Jellyfish and Swarovski optimize their approach to achieve profitable, incremental growth within a constantly evolving SERP and competitor landscape.
Leveraging Google’s Performance Max, along with optimized campaign structures and feed improvements, the team achieved a 50% revenue increase and a 26% improvement in return on ad spend, enabling further customer acquisition efforts.
2. Onsite content strategy optimization
Using insights from One Search performance, the teams enhanced Swarovski’s content strategy to drive stronger performance across the funnel.
By aggregating paid and organic performance data into a unified data lake and cross-referencing it with content audits of Swarovski’s website, Jellyfish identified previously untapped search opportunities.
By prioritizing and optimizing editorial and product category pages based on these insights, Swarovski scaled its non-brand search footprint significantly. This approach attracted new users at different stages of their purchase journey, whether for cost-effective retargeting or immediate conversion.
A structured 2023 editorial calendar supported these efforts, resulting in an 11% revenue increase, a 24% growth in clicks, a 37% lift in non-brand clicks and a 79% boost in impressions year-over-year.
3. Perfecting product launches and peak moments
Almost 60% of Swarovski’s annual .com revenue comes from peak gifting moments and product launches. The goal was to create a blueprint for maximizing search success during critical times of the year that can make or break the overall performance outlook for any given year.
Achieving this blueprint required the One Search team to establish collaborative planning workflows with wider omnichannel media teams within Swarovski and their agency network, to ensure search was optimally placed to absorb demand being generated by offline and online media activations.
The team also leveraged J+Search ‘pixel rank’ technology features to highlight which keywords, content formats and SERP features would generate the greatest brand visibility during peak activity bursts, plus which search channel – SEO, PPC or both together – would best address the available opportunity.
The team worked to compile detailed campaign analysis and learnings, and used them to further strengthen the One Search blueprint.
In Q4 2023 alone, this initiative supported the delivery of exponential growth – with Black Friday One Search revenue up by 30%, and winter sale revenues growing by almost 25% YoY.
4. Dynamic investment model
To accelerate new customer acquisition, the team adapted a dynamic spending model. This uncapped investment for PPC – providing return on ad spend was at or above target.
To ensure further incrementality, teams continually optimized SEO positioning and overall clickthrough rate to drive traffic to the site, adding negatives for searches where SEO dominated more of the SERP real estate.
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Within 18 months, Jellyfish and Swarovski transformed the global search performance across 38 markets – driving significantly more revenue, with far less media investment, and achieving significantly greater search ROI.
This unified and integrated strategy was the best use of search within this highly competitive and complex search space, exceeding the target growth of 5% YoY.
Together, the partnership delivered a14% YoY reduction in paid search media investment, a 19% increase in incremental growth in One Search revenue and a16% YoY lift in website traffic.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.
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© Carnyx Group Ltd 2024 | The Drum is a Registered Trademark and property of Carnyx Group Limited. All rights reserved.
Boy: Seo In Guk, Jo Byeong Kyu, Yoo In Soo, and JINI wrap filming – The Times of India
The TOI Entertainment Desk is a dynamic and dedicated team of journalists, working tirelessly to bring the pulse of the entertainment world straight to the readers of The Times of India. No red carpet goes unrolled, no stage goes dark – our team spans the globe, bringing you the latest scoops and insider insights from Bollywood to Hollywood, and every entertainment hotspot in between. We don't just report; we tell tales of stardom and stories untold. Whether it's the rise of a new sensation or the seasoned journey of an industry veteran, the TOI Entertainment Desk is your front-row seat to the fascinating narratives that shape the entertainment landscape. Beyond the breaking news, we present a celebration of culture. We explore the intersections of entertainment with society, politics, and everyday life.
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Why (& How) Topic Clusters Are Your Most Powerful SEO Weapon – Search Engine Journal
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Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
Join us as we dive into exclusive survey data from industry-leading SEOs, digital marketers, content marketers, and more to highlight the top priorities and challenges that will shape the future of search in 2025.
Topic clusters show Google that a website has lots of useful content and is relevant to a specific subject. Here’s how they work.
If you want to show Google that your webpages are both relevant to specific keywords and more authoritative than your competitors, topic clusters are one of the best ways to do it.
That’s because Google no longer just looks for keywords on webpages when determining rankings.
It looks for synonyms, subtopics, and even answers to common questions that users have when researching your industry.
As a result, topic clusters are becoming a bigger part of many SEO professionals’ content strategies. They show Google that your website has industry expertise and features a breadth of useful, in-depth content about key topics in your industry.
Although building topic clusters on your website takes time, it can help you display topical authority in the eyes of Google and users, increasing total keyword rankings and driving more organic traffic in the long term.
A topic cluster (or content cluster) is a group of content assets on a website that are all centered on a related topic.
Topic cluster content explores a broader subject with more detail, nuance, and specificity.
As a unit, a topic cluster works to answer all of the questions users may have about a specific subject area in your industry niche.
Every topic cluster is built around a piece of pillar content (or a pillar page). Pillar pages are focused on broader subject areas and tend to target general industry keywords with higher search volume.
The accompanying cluster content explores subtopics or common questions and will usually target less popular (and less competitive) keywords that have a semantic relationship with the primary topic.
Let’s look at a more specific example. Say your company offers resume templates and writing services. One of your pillar content pieces could be optimized for the keyword “resume writing services” (12,000/month).
Under the long-form pillar content, you would have content that targets longer-tail, but related keywords like:
In terms of subject matter, these pieces still fall under the larger umbrella of “resume writing services,” but they are more narrow in focus.
For example, one is focused on the type of resume (i.e., “CV”) and another the type of applicant (i.e., “executives”).
The number of topic clusters on a website will be determined by the total products or services the brand offers.
This same resume business could create another content cluster around the larger topic of “resume templates” (188,000/month).
So why is topic clustering an ideal long-term strategy to gain search rankings for broad, overarching keywords?
Well, most websites starting out have lower Domain Authority and just can’t rank for more competitive keyword phrases, even if their content is high-quality.
So topic clusters can help you rank for less competitive keywords and start driving traffic in the short term. Once you build your site authority, you can rank for bigger and better keywords.
The SEO goals of topic clusters are threefold:
Not only do topic clusters help Google see your site as authoritative in specific subject areas, it helps Google understand the hierarchy of your website and how your content interrelates.
The reality is, most brands have more than one area of expertise. Thinking about developing your website around these key subject areas (instead of just single keywords) is a great way to start thinking about topic clustering.
Let’s look at a website for an HR software product.
Above is an example of a page that is targeting a high-value keyword: recruiting software.
Most likely, this brand’s ultimate goal with their pillar content is to earn page 1 rankings for this high-value, high search volume, general industry keyword.
As a result, their pillar content provides a comprehensive, in-depth overview about their recruiting software product and answers the most common questions users have.
The supporting cluster content explores related ideas or subtopics in recruiting with more detail and nuance. Here is some of the blog content that is strengthening the “recruiting” topic cluster.
Because of all the content centered on recruiting, Google knows that this particular website has topical authority in this area.
And because the content all links back to the main “recruiting software,” page, Google knows that of all the pages in this cluster, the pillar page is the most important.
So how do you map out your topic clusters?
Start with the pillar content and build from there.
For example, let’s say you run a social media agency. You might have a pillar page that targets the keyword “social media marketing strategy” (SV 1800, CPC $15) and provides a high-level overview of this topic.
To start mapping out your cluster, you’ll need to do some additional keyword research.
The most basic way to get ideas for your topic cluster is to go to the Google search bar and see what else people are searching for in relation to your pillar content.
Most keyword tools make it easy to find related keywords, questions, or autocompletes and discover potential target keywords for your cluster content.
Keyword tools can help you be more strategic about what type of content is actually worth adding to your cluster.
Because even though your cluster content targets will likely have lower search volume, they should still be meaningful enough to drive some traffic to your site.
They should also have strong search intent and some conversion potential.
From these two small examples, we can identify some target keywords to help us build out our cluster:
So, in this scenario, mapping out your topic cluster could look something like this:
– > A Guide to Social Media Marketing Strategy for Small Business (SV 50, KD 63)
– > 15 Examples of Social Media Marketing Strategy in 2021 (SV 50, KD 55)
– > B2B Social Media Marketing Strategy Tips (SV 20, KD 28)
The topic cluster should be guided by the pillar content. Smaller search volumes, less competition, but related search intent, are ideal keyword targets for cluster content.
As you gain keyword rankings for these less competitive keywords with your cluster content, Google will start to see your brand as an authority in the larger topic area of social media marketing strategy.
Over time, Google will then start promoting the pillar pages that target those more popular and competitive keywords in your industry.
So after you create your pillar content and cluster content, what holds the topic cluster all together?
The answer: Internal links.
Your internal linking structure helps Google understand several things:
As you interlink your content, remember that the pillar content needs to remain at the top of the linking hierarchy.
This emphasizes to Google that of all the content in this cluster, the pillar page is the most important. Therefore, Google should promote that page more often.
While there may be some exceptions, it’s important to make sure your cluster content is not linking back to the pillar pages of other topic clusters.
This practice helps Google understand your site architecture and more effectively spreads PageRank throughout the topic cluster.
Again, the number of topic clusters you deploy on your website will ultimately be determined by the scope of your services and products.
As you build out your topic clusters, your website will eventually look something like this.
Regardless of your industry, there are likely hundreds to thousands of ways that users are searching for products and services like yours in Google.
So even if your products or services are more limited, you can most likely build out multiple topic clusters on your website.
When done correctly, topic clustering should increase the total number of keywords driving traffic to your website.
But when cluster content is not optimized correctly or is too similar in subject matter, it can result in keyword cannibalization.
This means that Google doesn’t understand which content in the clusters is the most relevant or important.
It’s possible that your pillar pages might start ranking for the keywords you targeted in your cluster content and vice versa.
So if you are noticing this result on your own website, take the following steps to attempt to resolve it:
The topic cluster framework is an ambitious content strategy.
Ideally, it should be ongoing for as long as your website exists and until you finish answering every question users might have about your products, services, or industry.
If executed properly, your topic clusters will work together to be your most powerful SEO weapon.
In the long-term, Google will not only see specific pieces of content as relevant to industry keywords, but will see your entire website as a leading industry authority.
More Resources:
Featured Image: Graphic Grid/Shutterstock
Manick Bhan is the Founder and CTO of LinkGraph, an award-winning SEO and digital marketing agency. Through his agency work, …
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