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Independent agency Digital Minds Group has been appointed to manage paid digital media and SEO for OneMusic.
OneMusic licenses the public performance of musical works and sound recordings in Australia.
APRA AMCOS chief marketing officer Kirsty Davison said digital continues to be at the core of business focus.
“We were impressed by the demonstrated track record and metric-based approach Digital Minds Group demonstrated,” Davison said.
“We’re excited to embark on this partnership together and drive growth and scale for the benefit of our music creators.”
Digital Minds Group general manager Lija Wilson said this is a fascinating opportunity.
“We feel very privileged to have been awarded this opportunity to support the OneMusic team on this next phase of growth and diversification through our specialisations across SEO, Paid Digital Media and Performance Creative,” Wilson said.

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In this podcast episode, we talk about the correlations between metal and SEO together with fellow metalheads in the search industry.
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For episode 201 of The Search Engine Journal Show, we have a special panel composed of fellow metalheads in the search industry:
In today’s podcast, we decided to have a little fun. We love metal and we also love all things search, so we figured why not put the two together?
It turns out there’s a lot of correlations between metal and SEO.
A Stack Overflow study found that metal, including black and death metal, is a popular genre, especially in coding because it improves productivity and focus.
Pandora developer Rob Whitlock said the following:
“When I hear clean singing, my brain starts tracking what they’re saying and it’s distracting. But with the vokills, it’s just a sound. You don’t think about what they’re saying so it just fades into the background.”
“If I know I’m going to be at a task for a long time, I’ll put black metal on,” Whitlock added. “Especially if it’s something I’m a bit sad about doing. … Black metal is emotionally evocative in a way that death metal isn’t. There are times when you’re coding and you sort of need that emotional awareness.”
Let’s dive into our most metal edition ever.

Navah Hopkins (NH): It’s actually really funny. If my day doesn’t start with a very specific mix of what I call power songs, I am stressed out the entire day.
I very specifically need at least 90 minutes of listening to songs. I’m a little bit different than the study.
I actually need really pretty clean vocals, so I’m the other side of metal. But if I don’t begin my day with that 90 minutes, not only am I not as productive, I tend to lose even more hours out of what I can do, creative, analytical tasks.
So my mornings tend to be very focused on creating content for public speaking thought leadership, but then also for client accounts, the ones that are a little trickier, and I’ll put those in the morning when I’m listening to that music, starting my day off well.
If, however, I have a lot of back-to-back calls or meetings, and I can’t recharge with a song in between, every subsequent meeting gets worse and worse and worse, every subsequent task gets worse and worse and worse.
So I don’t want to say something as trite as “listening to music is as important to me as oxygen”, but at least for my mental health and my productivity, it’s very close there.
John McAlpin (JMA): Metal is kind of my secret weapon when working because I tend to listen to a lot of different things while I’m working.
I have severe tinnitus and ADHD, so that combined, I have to have some kind of external stimulus outside of work. And so for me, metal does two things.
One, I do like the concept of not listening to the vocals or the lyrics so much, but to me it’s more of the rhythmic.
When you have a really good breakdown or a fast section, it really makes me feel like I’m in a flow and it helps trigger my brain into a faster way of thinking, so I’m a little bit sharper.
And I think, especially if I have a big pitch, or I’m making a big audit where I really need to display confidence, it helps give me that confidence whenever I’m working.
Jesse McDonald (JMD): That’s what’s interesting for me, I actually feel like music is as important as oxygen to me.
I need it to get through the day. It’s been that way for a really long time for me.
So an example of the productivity thing that I’ve had from a couple of years ago, I got a buddy into the band Animals as Leaders, which is a very progressive instrumental band.
He was all about them, listening to them like crazy whenever he would work.
And I would try, but I wouldn’t be able to focus. I was always paying more attention to what the music was doing.
And I kind of determined that it was because it was instrumental.
So I started working on a WooCommerce site that I had to edit very heavily, and I found that the thing that kept me going was listening to The Dillinger Escape Plan on repeat.
And if you haven’t heard Dillinger Escape Plan, they kind of fall into this progressive mathcore type thing, which is very dissonant and chaotic.
Listening to the songs, “Milk Lizard”, “Black Bubblegum”, and “Prancer” on repeat got me through two weeks of editing that WooCommerce site.
Anything else I listened to, I would not focus. It was weird.
And if you go listen to them, it’s weird that it worked for me, but for some reason that chaos gets me.
It keeps everything out of my head and lets me focus on one thing.
I listen to it when I go to sleep. Same thing, that’s how I fall asleep is listening to something like that because it narrows my focus.
So I find productivity big time when I’m listening to crazy chaotic metal.
NF: There’s a story in a lot of songs that speaks to something greater than ourselves.
Like if we can be the champion that vanquishes evil, if we can be the devil calling in the seventh son of the seventh son, if we can harness all of that power, there’s something very special about that.
And the gift of metal is that it makes that accessible to not just one person, it makes it accessible to all.
So translating that to marketing, how do we identify the personas that will best identify with the message that we’re trying to put out there, and modify it so that it speaks to the correct user?
Metallica did a cover of Pokémon.
That is the exact kind of content that you would want to put in front of a kid to get them hooked on Metallica and follow that trajectory, as opposed to exposing them to, I don’t know, “One”.
It’s a slower song. It’s going to be more difficult for a kid who’s very energetic, I mean there are exceptions always, but to get them into it.
So just understanding your messaging.
JMD: What’s interesting about a lot of metal bands, and especially early to mid-2000s, especially the new wave of American metal, so bands like Lamb Of God, and Trivium, and Unearth, and Killswitch Engage, they were all trying to do new stuff every time they would put out a new album…
While that’s a lot of technique-based issues, they would constantly change stylings.
So you’re having this progression constantly, but the focus on quality is always there.
That kind of translates back to what you’re trying to do with anything related to search, especially when it’s content-related.
You’re always looking to evolve, but you have to make sure the quality’s there, because if the quality is not there, then it’s not going to resonate with people…
JMA: I think it’s really interesting to me, the bands that you liked and then didn’t like based on social norms.
I remember growing up really liking certain bands, and some people were like, “Oh, that’s not cool to like.”
And so I guess when you’re younger, you’re like, “OK, so I should probably not like that band anymore.”
And when you get older, you’re like, “Why the hell did I stop listening to that band? They’re still great.”
Like I saw Keith Goode in the comments bring up Cradle of Filth.
And I remember listening to that in high school, and then someone’s like, “Really? Black metal? That’s weird.”
And then I come back and like, “That was a good song. What am I talking about?”
So you got to be loyal to what you like…
Danny Goodwin (DG): I think the big thing is knowing your audience, and knowing when it’s OK to do that evolution…
I don’t think Opeth could have gone from “Blackwater Park” to the Pink Floyd style… There was a transition there, and I assume that they felt like their audience was ready for that.
JMD: Probably. I mean they basically made it up, and their story’s, at this point, so expanded, and lied about, and everything that yeah, they probably are the most controversial band ever.
JMA: Yeah, so much mythology behind it now, too.
DG: They’ve created this whole mythology around the band, which, it’s pretty impressive. It just grows, and does its own thing…
JMA: I mean brands could do the same thing too. If you can create a brand mythology and things like that.
I think Disney is a good one. There’s a whole lot of controversy and mythology behind Walt Disney himself, yet they still are on top.
NF: In speaking to the times that we live in, no matter what side you come out on, you will be controversial in your opinion to the other side.
It’s kind of understanding, “Do I care that there’s controversy? Is my core customer going to care that I am being [fill in the blank]?”
In terms of controversy, the band that comes to my mind is actually Ghost. Interesting vocals, interesting sound.
He basically has the entire band enslaved, yet we all go and cheer on those songs because, of course, we do and it’s just at what point is controversy useful.
It’s sharpening that edge in marketing, that edge in content, versus what is just terrible.
This podcast is brought to you by Ahrefs and Opteo.
Visit our podcast archive to listen to other Search Engine Journal Show podcasts!
You can watch Search & Destroy: SEO, Search Marketing & Heavy Metal Music on YouTube.

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Featured Image: Paulo Bobita
Danny Goodwin is the former Executive Editor of Search Engine Journal. He formerly was managing editor of Momentology and editor …
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Buzzsprout, one of the world’s largest podcast hosting platforms, has announced the launch of a new feature set that allows podcasters to easily distribute their own episode transcripts to listeners.
This toolset is a huge step forward in improving the accessibility of podcasts for the hearing impaired, as well as enhancing the end listener’s experience by allowing them to read along while listening. Additionally, transcription is critical to search engine optimization (SEO) and can boost podcasters’ ability to get discovered and grow their audiences.
“We love podcasts and are in a good position to provide solutions to some of the growing pains this industry is facing,” said Kevin Finn, Co-Founder of Buzzsprout. “Discoverability and accessibility are at the top of our list. It’s been encouraging to see app developers share our enthusiasm for this solution.”
Podcast Addict, a very popular podcast listening app on Android, is the first to integrate Buzzsprout’s new transcript distribution toolset into its app, providing its listeners with synchronized captions and a way to view the entire transcript from within the app. Buzzsprout is working closely with others in the industry and expects to announce additional integrations in the coming weeks and months.
“I’m thrilled to bring transcripts to Podcast Addict listeners. A big thanks to Buzzsprout for adding this in their feeds and for providing the implementation specs. This will benefit both listeners and podcasters,” said Xavier Guillemane, Developer of Podcasts Addict. “When people see this, they are going to want it available everywhere.”
The launch of this transcription toolset is a culmination of years of work. Buzzsprout is currently distributing over 46,000 transcripts with hundreds more being published through the platform every day. For more information on the importance of podcast transcripts and how you can add them to your own podcast or listening application, visit the Buzzsprout Blog.
Buzzsprout is the premier podcast hosting platform for new and experienced podcasters. Having helped over 300,000 podcasters start their own podcast, Buzzsprout is a trusted platform that takes away the complexity of starting a podcast and provides ease of use, educational tips, and a modern toolset to help your show stand out. Buzzsprout is one of the largest and fastest-growing hosting platforms, offering everything podcasters need to publish on Apple Podcasts, Spotify, Google Podcasts, Podcast Addict, and hundreds of other podcast-listening apps. To learn more, visit www.buzzsprout.com.
This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.
Companies mentioned above:
AppleApple PodcastsBuzzsproutGoogleGoogle PodcastsSpotify

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Google announced a service that helps podcasters gain more listeners from Google and get listener analytics data.
Google Webmasters Twitter account announced a new feature called Podcasts Manager. Podcasts Manager provides analytics data about listeners but also helps podcasters manage their podcasts for Google search.
The tweet described Podcasts Manager like this:
“Podcasters can see impressions and clicks for Google Podcasts results that appear in Search, as well as top discovered episodes and search terms that led to their podcast.”
They also announced a new forum community where podcasters can turn to each other for help.
“For podcasters curious about how to optimize their podcast for Google, we’ve put together a few pointers in our newly launched Podcasts Manager forum”
The purpose for Google Podcasts Manager is to provide podcasters with the insights to understand which podcasts do well, how much of the podcast is listened to, and to help Google show the podcasts across a wide range of its services, like Google Search, Google Home and Android for Auto.
Google Podcasts Manager provides analytics data related to the popularity of the podcasts with listeners.
Information provided includes:
The above is a partial list of the kind of data Google will show a podcaster.
Google only collects data from Google properties. Google collects and shows you the data only when a listener discovers your podcast through a Google service or app.
Google will show your podcast to interested listeners across a variety of devices.

This is where Google says it will show your podcast:
“Google Search on all browsers, desktop and mobile. Users can play your episodes in the browser (sample Google Search result shown below).
Google Search App for Android (requires v6.5 or higher of the Google Search App)
Google Podcasts app for mobile devices
Google Home speaker system
Content Action for the Google Assistant
Android Auto in your car”
Being able to manage a podcast in Google, to improve how it is shown across all of Google is a good deal because it will help the podcast gain more listeners. Additionally, the service will help podcasters better understand which podcasts do well and which don’t, which can help podcasters give their listeners the kind of content they want to hear.
Podcasters can see impressions and clicks for Google Podcasts results that appear in Search, as well as top discovered episodes and search terms that led to their podcast.
— Google Webmasters (@googlewmc) October 13, 2020

Google Podcasts Manager Page
Google Podcasts Manager Sign Up Page
Google Podcasts Manager Forum
Podcasts Manager Forum: Pointers on Optimizing Podcasts for Google
I have 25 years hands-on experience in SEO, evolving along with the search engines by keeping up with the latest …
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Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
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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:

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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Join Our Newsletter.
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