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by Joy Thompson
In an age where over 500 million hours of video are watched on YouTube alone each day, it can be a bit surprising to find that 62% of Americans listen to audio-only podcasts monthly, with the number of American podcast listeners increasing year-over-year (10-20% increases yearly). Google sees this as a huge opportunity and has a dedicated podcasting team to take advantage of this growth.Their plan: double podcast audiences by focusing on audio SEO.A New Search Engine Results Page (SERP)
Perform a Google search for anything right now and you’re met with text links, images, and video, amongst other results. The future results page could include links to audio content (podcasts) in exactly the same way text, image and video results appear, paving the way for audio to become a first-class search result citizen. One of the methods Google plans to employ for this audio search functionality is through podcast metadata, just as they currently do with links, images, and video.Opportunities for Marketers in Audio Optimization
Many businesses currently use podcasting as a branding/exposure method with great results, and Google’s new audio search plans will make that content searchable as well. In the same manner that marketers optimize for keywords and tweak metadata to give users relevant search results for links, the same opportunity will soon be available for audio content. In fact, Google already provides technical guidance on enabling your podcast to appear in search results. Audio SEO (or podcast SEO) will become a hot topic in marketing as Google’s podcasting team implements their strategy.
The Role of Voice-Enabled Devices
Traditionally, search has happened on desktops and laptops, with the past decade seeing an increase (and potential takeover) of mobile device use. New devices with voice-activated assistants, such as Google Home and Amazon’s Alexa, play a key role in Google’s podcast strategy. Search can now be activated in different contexts with these devices, such as while driving or in a kitchen. In these situations, there are opportunities on the content creator’s side to provide solutions based on these contexts, within reason, and employ Audio SEO to enable the discovery of their content.The SEO Landscape is Always Changing
Here at Exults, we’re constantly on top of the changing SEO landscape, whether search algorithms are changing or new features, such as the ability to search a podcast, will be introduced in the future. Contact us at Exults today to produce digital marketing results now and in the future.Frequently Asked Questions
What is audio SEO and why is it important?
Audio SEO (Search Engine Optimization) refers to the process of optimizing audio content, such as podcasts or music, for search engines. It involves using relevant keywords and metadata to ensure that the audio content is easily discoverable by users searching for related topics.Audio SEO is important because it can help increase the visibility and reach of your audio content, making it easier for people to find and listen to. By optimizing your podcast episode for search engines, you can attract potential listeners on platforms like Spotify, Apple Podcasts, and Google Podcasts.What does SEO mean in digital media?
SEO is optimizing a website to increase its visibility and ranking in search engine results pages (SERPs). The goal of SEO is to make it easier for new listeners to find your website or content when they search for relevant keywords or phrases.What does SEO mean in podcasting?
Podcast SEO is the process of podcasters optimizing their content and structure to improve discoverability and ranking in search engine results pages. It is important to have high-quality podcast content that is relevant and engaging for your target audience, as this will help increase listenership and engagement over time. You can use keyword research to optimize your podcast show notes, show description, and episode title.Additionally, you can start and podcast website with blog posts that improve your search engine rankings. You can put your podcast description on your website and even include an audio transcript as an effective SEO strategy.
