So, you started a podcast? CONGRATS!!! But let’s face it – if you’re creating and uploading a podcast onto one of the major platforms, you’ve got A LOT of competition. There are currently over 5 million podcasts (WOW!!!), so reaching your target audience and your niche takes real strategy. We’re assuming you already have great content, so the next step to growing your podcast is to search engine optimize.
Search engine optimization (SEO) is when you format and compose your podcast metadata to serve the podcast content hub. SEO is the main way that people find content on the internet organically. Whether that be a blog post from a Google search, a vlog from a YouTube search, or a podcast from a Spotify search. SEO allows you to locate a greater audience without the effort of standard marketing.
We know that SEO isn’t as easy as 1, 2, 3, but one of the primary ways to optimize is by utilizing KEYWORDS. However, finding the right keywords can be tough especially when it comes to podcasting. So, today we’re discussing how to get your podcast ranking high and how to determine what keywords are best for you. Here are our top podcast SEO tips:
Podcast Keyword Research
Keyword research is when you investigate and determine what keywords would be best for your podcast or individual podcast episodes. Each collection of keywords should represent your podcast as a whole, but also showcase the specific content in that episode.
It’s also important to have a good keyword research system, because search engines don’t like when you reuse the same keywords over and over again. Your best option is to uncover a wide range of keywords that have high search volume but low competition. This will make reaching your audience much easier!
Why Keyword Ranking is Important?
SEO keywords are the #1 way you’ll find your followers on podcast platforms. The “search” function on each content hub (Spotify, Apple, Google, etc.) will grab podcasts most relevant to the search terms the user types into the search bar. If you have the right keywords, the platform’s algorithm will determine your podcast episode is best for what the user is looking for, and put it on the top of the results page!
When you can bring in more followers this way, your podcast has the potential to grow bigger and faster, because those keywords will work passively for you over and over again.
If you have a blog alongside your podcast, you might know all about keywords. However, podcasts pose an interesting problem: most of the content is audio! The only place for keywords is in the episode title, description, and show notes. Because of this, you’ll want to make sure what you write in these spaces is highly motivated and keyword rich.
While we’re on that note, if you want your podcast to show up on podcast platforms AND Google search engine results pages, consider transcribing and adapting each episode into blog posts! Your blog posts have way more opportunities to place keywords. So, it’ll be easier for you to get your podcast ranking high on Google.
Needless to say, starting a blog alongside your podcast is a tremendous SEO strategy to create the best performing podcast out there. To provide an example of what this might look like, HERE are some great podcasters who are also bloggers. For now, though, let’s determine how you can do your own keyword research and find the best phrases for your podcast.
How To Find The Best Keywords For Podcasts
Brainstorm obvious keywords for your podcast.
First of all, you should start by writing out your podcast script. We highly recommend this process for creating high-quality content. However, if you feel strongly you can deliver a strong podcast episode with a basic outline, at least create bullet points of your main topics. From there, determine obvious keywords that match your episode.
For instance, if you recorded an episode for yoga moves for pregnant women, you could discern a few obvious keywords like, yoga, yoga for women, yoga for pregnancy, yoga for pregnant women, yoga workouts, yoga moves, yoga for back pain, yoga for beginners, etc. Those keywords stick right out!
See what your audience says.
What does your audience say about your content? Look through reviews, comments, and even social media shares to see how your followers describe your content. You may be surprised by some of the words they use, and this can give you more good ideas for keywords!
Maybe they often describe your content as “funny,” though you never thought of your work as humorous. Or, maybe they use phrases like “easy to understand” and “good for beginners”. You can turn these phrases into keywords for additional ranking potential!
Use guided search results.
Many search engines have a built-in keyword research tool. Just head over to Google, and start typing in some hypothetical search terms. If your episode is about decluttering, type the word “declutter” and see what predictive texts populates. You might get the following results:
- Declutter . . . challenge
- Declutter . . . your home
- Declutter . . . meaning
- Declutter . . . clothes
- Declutter . . . your mind
These long-term key phrases are what your target audience is searching for. You can take these predictive terms and create content around them. Maybe you never thought of doing an episode about decluttering your mind, but now that you see it has a high search volume, you’re thinking that might be the perfect episode topic.
Determine long-tail keywords that apply to you.
Many people go straight for short single key phrases. If you’re a fashion podcast, maybe it’s clothes, fashion, style, style guide, outfits, OOTD, clothing trends, etc. Those keywords are great, but they’ll have a TON of competition. It’s difficult to rank for high search volume and high competition keywords, so prioritize long-tail keywords instead.
Long-tail keywords would look like this if you’re a fashion influencer, date night outfits for winter or trending colors for spring. These specific keywords will have lower search volume, but lower competition, too. That means those that do search those somewhat common terms will find your podcast episode faster than if they’re scrolling through the thousands of results that come with a basic short-tail keyword.
Look at what keywords competitors are using.
Another easy way to find keywords is to look at what your competitors are using. Find episodes from other podcasts like yours and see what keywords they included in their title, show notes, and other metadata. You might find keywords that surprise you and allow you to rank alongside other top competitors!
Use keyword research tools.
Finally, you could use a keyword research tool like Google Keyword Planner, Semrush, or Keyword Tool to automatically find hundreds of keywords for your specific topic. The tool will tell you all about search volume, competition, and how likely you are to rank for that keyword. The only trouble is these tools usually aren’t cheap. So, for more budget-friendly keyword research options, refer to the other tips on this list!
Keywords are essential for the organic growth of your podcast!
You have a great podcast. You’re really onto something—we can feel it! However, having stellar content isn’t enough to build a huge following, monetize your content, and achieve all your podcasting goals.
Search engine optimization is the best way to get your content in front of eager listeners and gain a loyal fanbase. Head over to our blog for more SEO tips that’ll help your podcast soar. And if you’re into podcasts (which, of course you are) we recommend listening to these top podcasts for growing brands like yours.