Podcast Content as an SEO strategy — Erin Sparks // sitestrategics.com

Quotes

• “We were oriented towards local marketing so I was running advertisement on local radio shows and we bought a block of time to be able to run an insights show on local air on literally at 7 in the morning on a Saturday. We ran it with a goal of repurposing that content. It wasnt the audience, it was the technology. We wanted the highest quality of audios and this was in 2011.” -Erin

• “We grew the show to educate our own clients because a lot of the technology terms and the concepts, if you are in the middle of a meeting, they dont get it. Ultimately, we started to move into not just our take on concepts or our take on different news items that we pivoted to interviewing the guests around the world when it comes down to digital marketing. Thats where our momentum started to get traction.” -Erin

• “It demonstrated an organic and authentic type of communication especially in the days of clickbait headlines. It really was an authentic conversation with subject matter experts that lead us into a lot of really good, black gold type of content.” -Erin

• “Thats an important thing that we should double click into. The idea that from a content marketing perspective, youre able to takeaudio and taking video at the same time and you are repurposing it, youre breaking it down, summarizing it and it goes through multiple channels. Essentially producing a lot of content out of an individual post.” -Ben

• “On the audio side of things, because we are an SEO firm, Ill go into show prep about a week prior and start with who are we trying to reach as a guest, who is the subject matter expert because it is filling content for our own company.” -Erin

• “This is not always the case but if we can dial in on some of the keyword strategy as well as common things that people are asking, and if those tools are available for us, I can then say, What keynotes do I need to hit? What key phrases do I need to hit in different segments during the interview and not make it scripted just getting the word in, stringing a couple of natural sentences.” -Erin

• “I will throw myself under the bus here at the Voices of Search podcast. We are winging it for the most part, thinking about what our title should be. We are not doing the same amount of keyword research we would be had we been creating an enterprise level blog. So we are a high-volume shooter where we are just trying to produce a lot of content and diversifying the subjectsso hopefully we are going to grab those keywords anyway.” -Ben

• “There are inherent limitations with podcast optimization and iTunes had said regularly that the number of reviews dont play into how well you are seen inside of the iTunes store but we allknow thats not true.” -Erin

• “We know the block and tackle of headlines and obviously, metadata but also schema. One of the fantastic thing to be able to start throwing at each and every show page is a full schema episode data point of a structured dataalong with it so you can also put inside your schema the person that you are also interviewing so you can put this micro format and structured data to be able to tell the engines more and more about that show. So its not just a content.” -Erin

• “I can only say it through how our content rank regularly. We will rank regularly for key concepts that we cover and we are also ranking for anything that has to do with the interview of that guest. As soon as we light that up, we are finding Top 10 rankings for interview with John Mueller, etc. and that has to do with how we are launching these micro sites of relevant content to the show.” -Erin

• “So we got video working, we got audio working, we have content working and it is also shared socially. It has all thetrappings of the relevant information and we are seeing that regularly. Going into the larger lanes of top digital strategy? Is that show going to rank? No. But theres a collective moment of what we are talking about and if its related too we can actually cluster different shows together, inter-link shows and then have that as additional relevant visibility.” -Erin