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Providing an audio recording of a text-based web page does not improve SEO, says Google’s John Mueller.
Google’s John Mueller says there’s no inherent SEO benefit to adding an audio version of a text-based web page.
This topic is discussed during the Google Search Central SEO hangout recorded on February 12.
The following question is submitted to Mueller:
“Would adding an audio version of a page’s content help with search in any way? Other than the obvious accessibility improvement.”
Adding an accompanying audio recording to a written post is something more publishers have been doing as of late.
Is it helping those publishers in search rankings?
Here’s what Mueller has to say.
Unlike photo and video, Google doesn’t do anything special with audio content.
Audio content is not processed separately by Google. At most it might be seen as a piece of video content which could result in a video snippet.
Mueller says, as far as what he knows, adding an audio recording to a text post does not help or hurt rankings.
“As far as I know we don’t do anything with audio versions of content. We also wouldn’t see that as duplicate content, so it’s not that you have to avoid that.
I mean, duplicate content itself isn’t something you really have to avoid, but even if you wanted to avoid the situation that you’re suddenly ranking for the same things with different pieces of content, the audio version is something that we, as far as I know, would not even process separately.
At most we might see that as a piece of video content and show that also with a video snippet. But, essentially, it wouldn’t help or detract from a page’s overall ranking.”
Mueller is about to move on to another question when an SEO named Robb Young jumps in to ask for clarification.
He asks: Doesn’t adding an audio recording do anything for SEO?
Is a page not seen as higher quality when it has text and audio as compared to just text?
Mueller stays firm on the answer he originally provided. Google does not view a page as higher quality because it has multiple types of content.
However, there could be indirect benefits such as the page getting shared around more.
“I don’t think we would look at that and say: “oh there are different kinds of content here, it’s a better page because of that.”
It might be that there are indirect effects, like if users find this page more useful and they recommend it more, that’s something that could have an effect.
But it’s not the case that we look at the types of content on a page and say: “oh there’s two types versus five types, the one with five types is better.””
Lastly, Mueller adds there are benefits associated with adding images and/or video to a web page because those content types can each rank independently.
There’s no separate set of search rankings for audio content.
“I think it’s a bit different with video and images in that images and video themselves can rank independently. Like in image search and video search you can have the same piece of content be visible in those other surfaces. But for audio we don’t really have a separate audio search where that page could also rank.
The closest that could come there is the podcast search that we have, or the podcast one box thing, but that’s really tied to the podcast content type where you have a feed of podcast information and we can index it like that. But just having audio on a page by itself, I don’t think that would change anything automatically in our systems.”
Hear the full question and answer below:

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Forget meeting fatigue, missed details, and tedious tasks. VoiceHub will change the way you work. Coming soon.
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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.
Podcast transcription can diversify your content and improve your website's SEO, making your content more accessible and discoverable.
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Podcasts are an effective way to reach new audiences and bring visibility to your brand. Diversifying your content with podcast transcription will help you improve your website’s SEO and grow your audience. 
Transcription offers your listeners the best of audio and written content. It makes your content more accessible and improves your site’s Google Search rankings. Let’s look into the importance of SEO and how you can use podcast audio transcription to boost SEO. 
Like other digital marketing activities, It’s not enough to record your podcast, publish it, and hope for the best. You shouldn’t rely on shares from your existing audience to grow your reach. SEO helps you reach an audience outside of your immediate marketing efforts by making your content more discoverable through search engines. The better your SEO ranking is, the more likely a search engine is to pick up your content and rank it for certain keywords people may search. 
SEO is important, but your podcast audio can’t be optimized on its own. You need to transcribe the audio file to get the benefits. 
Here’s how your podcast transcripts actually help boost your SEO:
Finding the right keywords is a key aspect of optimizing your podcast with a text transcript. Keywords show Google that your podcast episode relates to user searches. This increases the chances of it showing up in search results. 
Keywords are not the only significant factor in search engine rankings. Being seen as an authority in your niche also helps drive traffic to your content. 
Podcast transcriptions make it easier for authoritative sites to link to you, especially if they want to call out something specific from the podcast without skipping through the entire recording. Backlinks allow you to build SEO and reach new audiences. 
Audio is not an ideal medium for everyone—for example, those who are Deaf or Hard of Hearing, or those whose first language is not English. Transcripts make your content more accessible to more people and improve the user experience. They also make the content more easily searchable for those who may want to use your podcast material as a resource or backlink. 
Now that you know the benefits, here are some ways to improve your podcast SEO and increase your podcast episodes’ reach. 
Consider topics and keywords your potential audience may be interested in before recording. Plan your podcast episodes in order to optimize for relevant keywords. Then your podcast transcripts will automatically be optimized for SEO and improve the quality of content on your website. 
Keywords are important, but podcast hosts need to mix it up. Use one main keyword per episode. This keyword should have low competition and high search volume to improve your chances of ranking. You can use various SEO tools to help you with this process. 
The title of your podcast is like the subject line of an email. If it’s not good, no one will click on it. Appealing titles will encourage people to listen and will keep them coming back. For example, if your podcast focuses on productivity, make sure your title reflects that.
Transcripts are time consuming to produce manually and often costly to order, which may deter some podcasters from pursuing this content strategy. Rev provides quick and affordable transcripts that help bring better SEO within reach.
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Audio SEO Best Practices: How to Optimize for Audio Search  Voices.com
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This article is at least a year old
Podcast metadata spans the spectrum from the minimal and functional to the obscure and mysterious to the highly-optimised and keyword-stuffed. For some, a title can be another form of creative expression, whereas for many – especially those podcasting for business, or with plans to monetise – it can feel like essential groundwork in garnering new listeners from search.
For years, the prevailing wisdom has been that your podcast name and episode titles are the biggest factor, but presumably a good, detailed but not over-long description can help capture some of those search terms that are relevant but would be too spammy to put in the title?
Well, sort of. The truth is that’s pretty much never been the case for Apple Podcasts, which only cares about your titles and your author tags. But what about the increasing number of equally-important or otherwise complementary podcast directories? Where do we need to focus our efforts if we want episodes to surface for relevant search terms, and how can we avoid filling our titles with word salad?
I teamed up with James, the editor of Podnews, to perform some experiments on a couple of our feeds we knew wouldn’t cause waves of confusion were we to stuff them full of nonsense words in the name of science. So James updated the metadata for his Podclock podcast, and I did the same with a now-moribund feed.
The idea was to pick a different nonsense word for each relevant podcast-related tag in our RSS feeds, and to see which apps picked up which words.
For our experiment, we limited the list of apps to
This list represents the most popular podcast apps, and all podcast apps with more than 1% market share according to typical podcast host reports.
These are the tags in a podcast’s RSS feed that relate to the podcast as a whole, not individual episodes. If your podcast covers one particular topic in-depth or you’re looking to build a community around a specific area of interest, your podcast-level metadata may be a key contributor to your success in search. So, let’s look at what podcast-level metadata is being indexed.
Unsurprisingly, a search on your podcast name will return your podcast in all apps. If it doesn’t, that probably means your title is too common. The word ‘Podcast’ in your title probably doesn’t help your SEO either, since Podcast Index data suggests that more than 600,000 shows have that word in the title.
Castbox, Google Podcasts, Listen Notes, Player FM, PodcastAddict, Spotify, and Stitcher all add your podcast description to their indexes, so info you add here will surface in search. Overcast’s web search will also surface info from your description, but crucially this does not apply to the app.
That means Apple Podcasts, Amazon Music and Pocket Casts do not index your podcast’s description.
The new Podcasting 2.0 tag for storing info about who contributes to a podcast is not being used in any search engine we surveyed. This includes the Podcast Index itself.
I’m a little sad about this – even if not surprised to see it snubbed by established apps – as guest and host names feel like something people would want to search on. However, past conversations with the tech team at Podchaser have led me to understand these tags are ripe for spammers, who’ll put any old famous name in there in the hopes it’ll result in more downloads.
This isn’t to suggest the tag has no value. Far from it. Just because the names aren’t being surfaced in search results doesn’t mean it’s not a great way to link podcasts together, but I’d love to see it influence results for guest-based podcasts. Still, early days.
iVoox, Player FM and Stitcher were the only apps not to index this tag.
Again, the only time this came up was in Overcast’s web search, but not in the app. That essentially means this tag is not being indexed in any meaningful way. Unsurprisingly so, since this tag has been removed from the Apple Podcasts RSS guide.
The only meaningful place this turned up was the Podcast Index website. Other than that, consider this tag for informational purposes only.
This tag is no longer in the Apple Podcasts RSS guide, which is understandable given that it has as much use as your website’s <meta> keyword tags. That said, CastBox and Player FM still index this tag, so if you just wanted to cater to users of those apps and those apps alone, knock yourself out.

These are the tags that relate to each episode in your podcast. If you cover uniquely different topics or have interesting guests each episode, chances are this is the ground you’ll be fighting for in search, as if you can meet a prospective listener’s need with a specific and relevant episode, you might just have hooked a new subscriber. So let’s look at what episode-level metadata apps and directories are indexed.
The Podcast Index, Pocket Casts and Overcast are the only apps not to surface episode-level titles in search. What that shows me is that these apps are much more focused on discovery of podcast series – not individual episodes – by keyword.
Also, you need to tell CastBox that you want to search by episode, as its search engine isn’t smart enough to search both podcast-level and episode-level metadata at the same time.
The plain-text podcast description is only being indexed by Google Podcasts and GoodPods. I have been thinking it’s best ignoring this tag as apps can’t decide on whether to allow HTML or not, though recently support appears to be a little more consistent.
This is where your show notes live. However, Google Podcasts, iVoox, Stitcher, and Listen Notes are the only apps that index rich-text episode descriptions.
It may be that if <content:encoded> is present, aggregators ingest this information instead of the <description>, and this is what we’re uncovering here. This certainly happens when some apps display episode descriptions. This might need a little more investigation.
This deprecated tag is a wasteland. It’s not the only tag to garner no search results across the apps we surveyed, but it’s one of the few that surprises me a little, so I thought it worth mentioning.
Apple Podcasts, CastBox, and PodcastAddict are the only apps to index the episode-level author tag.
Unless you’re going to operate like the minority of podcasts that keyword-stuff their titles – which is a bit tacky and against Apple’s guidelines – I think it’s unwise to put too many eggs in the podcast-app search basket. Search is just not evolved enough within these apps to be meaningful.
CastBox and Google Podcasts are the hungriest apps, indexing the most amount of tags. Pocket Casts was surprising in that it appeared to index only the most basic of podcast-level metadata.
To me these findings highlight the need for good podcast websites. Compelling titles, rich and meaningful show notes, useful links, host and guest bios; all of these are useful for placement within Google and other web search engines because they’re useful to humans. But there are some gaps in podcast search that need to be filled, even if at the expense of letting in a little spam.
For what it’s worth, I don’t think keyword spam is a consideration being made by these apps. I think it’s simply that not enough time or effort has been put into good search database design. Many apps are powered by quite rudimentary relational databases that perform well for linking one table to another, but perform less well for full-text search.
For apps like Overcast, Pocket Casts, and Spotify, search seems to exist mainly to allow a podcast to be found by name, rather than by topic.
If you’re already working to best practises, nothing in these findings should change your behaviour. Maybe it’ll remove a couple of things from the pipeline, since it really doesn’t matter if you have a relevant set of keywords in your feed, for example.
As a podcast producer, this helps cement certain key points:
I have a Hitchhiker’s Guide to the Galaxy podcast. It’s called Beware of the Leopard, which is a well-known reference to a line in the first episode of the radio show (it’s also in the book, the TV show, and the film). But you wont find my podcast by searching for “hitchhikers guide to the galaxy” (in most apps at least). You might find it if you search one of the place or character names (like “arthur dent”), but only if we mentioned one of them in the episode title.
This is obviously a failing on my part, since “Beware of the Leopard – the Hitchhiker’s Guide to the Galaxy podcast” isn’t an unreasonably-long or thirsty name, but it feels a bit clumsy, and since my podcast website is powered by my podcast host, I’d be taking up a lot of screen real-estate by more-than-doubling my podcast title length (this isn’t a problem if you run your own website).
As John Dinkel spotted in January 2020, Parcast has an SEO strategy when it comes to titling their podcasts that might be worth considering.
The best podcast players do one thing really well: play podcasts. I think we as podcasters assume that the burden of responsibility for “discoverability 🤮” is on their shoulders, but that’s not what podcast apps are for… they’re for playing podcasts.
GoodPods is an app for discoverability more than it is a player, so I’d love to see them do more in search.
App developers have an opportunity to improve the space, by implementing more than the rudimentary full-text search their database allows. MongoDB is a flexible database which is great for storing episodes alongside series, and its full-text index is pretty good. Then of course there are search-first database engines like Elasticsearch and Solr, and super-simple ones like Whoosh and Xapian. A judicious mix of indexing and weighting – where the developer decides which fields are more likely to be of importance to the user – and perhaps a bit of sugar added to the final score for each result – like the number of people in your app subscribed to the feed, how frequently it puts out episodes, how recently it has been updated, or how long it’s been around for – can all contribute to a healthy in-app search.
In time, this may get easier with transcripts. We haven’t tested full transcripts, but that might be an experiment worth running at some point. Here I’m not necessarily thinking about adding data into your transcript that a search engine will like, but instead thinking longer-term about how podcast marketplaces will use their own in-house transcripts to boost search, which is something Castbox, and sometimes Apple Podcasts, already does. Spotify has also said that they’ll be using transcripts to boost their search in future.
I was in the web development game long before I got paid to make podcasts, and SEO was a topic that came up a lot, as you might imagine. The fundamental truths haven’t changed in the last 15 years or so: search engines are there to help people find things, not to help customers find businesses (or in our case, podcasts to find listeners). Our job is to make the best possible podcast we can, and to use metadata to describe it in a way that is helpful to humans. Like fashion, the rules of good and bad SEO change with the seasons, and trying to keep on top of them at all times is tiring and ultimately only ever leads to short-term wins.
A great way to get new listeners to a single episode is to stuff your podcast name and episode title with keywords. But it’s not how you keep them, and it’s not how you build trust with them.
The object is not to find new listeners through these apps (unless you’re paying for ads within them). Instead, make your podcast easy to find by name, so that when people read your insightful tweet, your on-point newsletter submission, your helpful blog post or your conference talk slide, they know exactly what to search for, whichever app they use.
James Cridland adds: As an afterthought, it’s worthwhile looking at the market share of the apps that were tested. I took that data from Buzzsprout’s global stats figures from June, and overlaid them on the results to help us know where to put our energy as podcasters.
Only 4.3% of podcast listeners use an app that searches episode descriptions (or, more accurately, only 4.3% of downloads from podcast apps come from those that support searching through episode descriptions). Another reason, perhaps, to focus a little more on episode titles?

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Get your ecommerce site ready for the holiday season. Learn how to attract shoppers and drive revenue during peak shopping periods.
Peak shopping periods like Black Friday, Halloween, Christmas, and other holidays attract millions of shoppers online.
They also present prime opportunities for ecommerce and retail brands to drive incremental revenue and traffic for the holiday season.
According to the NRF, the 2024 holiday forecast is consistent with its forecast that annual sales for 2024 will be between 2.5% and 3.5% over 2023. Some noteworthy mentions:
One differentiating characteristic from last year’s holiday shopping season is that the shopping period between Thanksgiving and Christmas will be six days shorter, totaling 26 days. Additional contributing factors this year could include the economic impact of Hurricanes Helene and Milton; even though the 2024 U.S. presidential election will take place during the winter holiday season, it is impossible to measure its impact on current or future spending.
According to Statista, in the U.S., a lot of holiday consumers intend to buy products for 2024 for the holiday celebration, with 97% for Halloween, 92% for Thanksgiving, and 96% for Christmas.
Since sales are expected to be up year over year, what are the best ways to optimize your site for the holidays? When should you start, and what should you do? Let’s explore.
One of the most important aspects of optimizing your site for the holidays is planning.
If you build landing pages now for Christmas and expect them to rank for competitive terms, it won’t happen.
Always build out your content calendar in advance (i.e., two to three months or more ahead of time).
Make sure you do your keyword research and start planning which content you need to create, get approvals for, deploy, etc.
Create reusable URLs for promotions that you can use year after year. You can mention the date or year in the page title or copy and then change it each year, but don’t use it in the URL.
I can’t tell you that, in my 20 years of doing SEO, I saw a lot of big brands make the mistake of either taking down their landing pages or adding the year to their landing page URL for seasonal products.
The good news is that most big box retailers are doing this correctly now.
For example, Target has a dedicated landing page for its Thanksgiving TV deal at https://www.target.com/s/samsung+tv+deals+thanksgiving.
Now, if it were to put in a year, it would have to redirect the page every year, but it is following a good SEO strategy. This allows the pages to age, secure links, build authority, and be used for internal links.
We live in a world where AI has changed user behavior, and people ask questions about your brand and our product.

Unfortunately, SEO keeps getting pushed down further and further down the page.
You must work with your paid search team to build a blended strategy for ranking competitive keywords and owning the entire SERP.
For example, a search for [what is the best TV to buy for thanksgiving] has transactional intent. The SERPs show sponsored listings first, followed by videos and People Also Ask (PAA).
Having both a paid ad and ranking organically is key to capturing more clicks and potential sales.
Paid search can also create holiday-themed ad campaigns targeting your trophy keywords and drive more sales.
Build out content that uses the PAA strategy. This feature in the Google SERPs provides end users with additional questions related to their search query and quick answers.
Reddit has been showing up in the SERPS for questions regarding holiday queries.
This represents an opportunity to get in front of your target audience, so make sure to follow Reddit’s best practices, which include:
Make sure your site is optimized for mobile devices, loads as quickly as possible – preferably under 3 seconds – and passes Core Web Vitals.
It’s important from a user experience perspective, especially because most shopping will be done using a mobile device. Avoid big holiday hero images, interstitials, etc.
Display promotions on your homepage to drive incremental clicks and sales.
If you had holiday pages from last year, you might want to refresh the content so that you can update it in time for the holiday season with new and popular products, seasonal messaging, and images.
Product descriptions are especially important and can improve your ecommerce site’s visibility during the holiday shopping season.
Using relevant holiday keywords can help your products appear in holiday-related research and make them more appealing to shoppers looking for relevant products.
After you conduct your keyword research for your holiday terms using your favorite tools like Semrush, Ahrefs, etc., produce a list of terms including:
Highlight holiday use cases. Describe how the product can be used during the holidays or why it makes a great gift, and add videos.
Use seasonal modifiers; add holiday-specific adjectives to your product titles and descriptions. Example for clothing:
While email marketing doesn’t directly impact SEO, it can indirectly help your SEO efforts during the holiday season.
Having targeted email campaigns can bring previous customers back to your store, as long as they’re personalized based on previous purchases, browsing interest, and limited offers.
With the recent events in the world, i.e., U.S. port strikes by 45,000 dock workers, wars, hurricanes, an uncertain presidential election, and the fact that COVID is still around, there are still some issues with the supply chain.
You always need to have a plan if your products aren’t available if something happens.
In this case, it is recommended to stock up on products that have sold out in previous years and make sure your inventory management system is integrated with your website in real time.
Other alternatives include:
Social platforms are critical to engaging customers and driving sales.
Creating useful and shareable content, holiday giveaways, and social media deals can drive engagement metrics and promote your holiday SEO content to attract links and social endorsements. In addition, shoppable posts facilitate discovery and purchases on social platforms.
Adding in a site search, if you don’t have one, can significantly improve user experience, increase conversions, and indirectly benefit your SEO efforts.
Users like to search using on-site functionality.
With the number of cyber security threats, data breaches, and incremental web traffic during the holidays, always run a technical audit on the site and make sure:
Use structured data (i.e., Product schema) so Google can understand your products and show product discounts and sales prices, which could have a positive impact on rankings and clicks.
While not exactly pertaining to SEO, having a checkout process that is hard for users to navigate can have a detrimental impact on your online sales.
You need your checkout process to be quick and easy to complete a purchase, which will help:
There is nothing better than visiting a website that puts you in the holiday mood.
For example, with Halloween approaching, Target does an excellent job updating its imagery to match the Halloween theme.
It’s also an innovative idea to build out gift guides, holiday FAQs, and holiday categories and optimize them to improve your customer experience, drive customers deeper into your website, and increase product purchases.
Don’t forget about your product reviews. It is highly recommended to have detailed reviews of your most popular holiday products, showcasing why they are needed, useful, and relevant and make great holiday gifts.
To make sure the holiday season is a success, start by reviewing your KPIs such as: 
The holiday season presents an excellent opportunity for ecommerce businesses to drive more sales and build customer loyalty.
To capitalize on the holiday season, it’s crucial to plan ahead and create an exceptional customer experience.
Work with your paid and social teams to develop a blended marketing strategy, run technical and security audits, and ensure a smooth checkout process.
Also, leverage email marketing and other tactics to drive incremental revenue and traffic while building lasting relationships with your customers for years to come.
More resources:
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