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Doreen Brown is an optimisation expert and digital marketing specialist, who translates SEO geek-speak into plain English for businesses and marketing teams. Here, she explains how podcasting can be a great play – if you get your SEO right.
Don’t underestimate the humble podcast.
On average, podcast listeners tune in to eight different shows per week, with 80% of them listening to all or most of each episode. Unlike other forms of digital content, podcasts offer a wide-reaching way to rapidly connect with your target audience on a more personal level. They could be driving, walking, or doing the laundry and can still access what you want to share from your mouth to their ears.
Many CMOs I’ve worked with have dabbled in podcasts but have abandoned it after a season or were not seeing a healthy ROI as they don’t know how to leverage it.
While you might feel like you’ve missed the podcasting wave, consider this: 82% of shows on Apple Podcasts are inactive. This creates a prime opportunity for you to step in and capture an already engaged audience eager for fresh, quality content that is dropped regularly – something SEO experts know works wonders. 
Listeners can become your best customers
When people listen to your voice, there’s an intimacy that written content simply can’t replicate. This connection builds trust and loyalty among listeners, making your audience more likely to feel like they firstly know you, and then easily engage with your brand.
The real magic happens when you leverage podcasts to enhance your SEO.
Podcasts are my secret business development weapon
Consider the example of a client who found my services through a simple Google search. Initially, this potential client was browsing and comparing various service providers. A podcast episode embedded on my website tipped the scales in my favour.
As they listened, they gained valuable insights and developed a sense of familiarity and trust with me, something that a written blog post alone might not have achieved. Hearing my voice, understanding my thought process, and recognising my expertise made a significant impact.
In less than an hour of tuning in,this would-be client felt more connected and confident in my abilities. They appreciated my nuanced perspectives and real-world examples, which resonated with their specific challenges. They reached out for a consultation, mentioning how the podcast clarified their decision. This example illustrates the untapped potential of podcasts in converting casual visitors into serious business prospects.
Better leveraging makes all the SEO difference
Australians are now the world’s most avid podcast listeners, meaning your potential customers are already tuning in so your marketing job is already half done. To fully harness the power of podcasts for enhancing your SEO, there are four key strategies that can help you connect with new audiences and broaden your organic reach.
Website embedding works
Start by embedding episodes on key pages on your website, including pillar pages. These are high-value pages that target broad topics and serve as central hubs from which you link to other related content.
Links matter
Use internal links to direct traffic from blog posts, landing pages, and other content to relevant podcast episodes. This enhances the user experience and helps search engines understand your site’s structure and content hierarchy. Creating a network of interconnected content helps guide visitors through a well-structured journey, encouraging deeper brand engagement. 
Don’t skip the FULL copy
Providing complete transcriptions and detailed show notes for each episode can further boost your SEO. I’ve made transcriptions of my audio content accessible to search engines, allowing them to index and rank it. I’ve also utilised show notes, which can be optimised with keywords and include links to related content.
Multiplier effect
Turning that podcast – that one piece of content – into multiple assets that collectively enhance your online visibility. Promoting your podcast episodes on social media platforms like LinkedIn, Facebook, and Instagram using short snippets or teaser clips can intrigue your followers and drive traffic back to your website or podcast hosting platform.
YouTube’s search engine capabilities also provide additional visibility for your content. This allowed my content to show up in relevant and recommended searches.
Podcasts are not going anywhere. As the battle for digital visibility continues to rage, CMOs need to put their SEO goals first when they next dive into their podcast. After all, in the world of digital marketing, those who dare to innovate are the ones who lead the way.
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