Let's Talk Principles of Optimizing Podcasts…
In podcasting, what you don't say, is just as important as what you do. Whether found through conventional search engine results, or within one of the major podcast directories, optimization plays an important role in ensuring that your podcasts maximize their impact, and reach their targeted audience.
The optimization of podcasts goes beyond the traditional scope of SEO, that focuses specifically on increasing positions within search engine results, a truly optimized podcast is designed to ensure that no matter how a user reaches it — through search engine, podcast directory or other means — it is heard.
One of the first steps of podcast optimization is to look at it from the perspective of search engines and podcast directories. Largely, podcast directories will use a format similar to many of the traditional search engines. What this means, once again, to revisit the SEO adage — 'content is king.'
Although the adage still applies, with podcasting, the approach is a bit different. Because a podcast is not produced in the same format as a traditional HTML page, the content that directories and search engines use to determine the relevancy of a 'show' is stored differently. Like HTML pages, the XML files used to organize and distribute podcasts use tags that contain information relevant to the show or podcast series. These tags, although similar to the Meta tags found in the source code of HTML pages, adhere to their own set of standards and regulations, and usage of these tags will vary from directory to directory.
Oneupweb will identify the terms people are typing when looking for the topic, service or product being touted in your podcast and optimize it in a way that works most effectively in each directory and search engine.
Many directories also provide you with the opportunity to include a description of your podcast that will help users to understand what your podcast is about. In addition to helping the directories understand what your podcast is about, for many directories, they also help provide a way to entice users to listen to, or download your podcast. Oneupweb can help you to create descriptions that not only help you position in podcast directories and search engines, but that also compel users to take action.
One more comment about podcast directories … from time to time major directories such as iTunes change the categories under which your podcasts may be listed. We monitor these categories to assure that you appear in an appropriate category. So your "Industry Buzz" business podcast doesn't get buried aside the "Beekeeper Hobby News", due to some well–intentioned misunderstanding.
We mentioned links, referring to the external links people can click to get to your podcast. These may appear on industry–related websites, your press releases, published articles, or paid ads. We develop a strategic plan to drive traffic to your series or shows by way of links.
The final step, and probably the most important, in optimizing a podcast is creating a user–friendly experience for those who find your podcast. Most podcast directories create an interface that makes it easy to read a description of, or download a podcast. Although this makes learning about, and downloading easy for those searching in a directory, it does not help those who find your XML file in search engine results. This format, although properly coded, is very confusing, unattractive and does not provide users with the opportunity to download your podcast. We can increase the effectiveness of your podcast XML pages and improve your download rates dramatically, by creating a user–friendly, specially created landing page that will serve as a highly targeted launch pad for you podcast that offers a descriptive summary, alternative podcast offerings and downloading format options. Which do you think will produce more downloads for your business?
The principles of podcast optimization go far beyond those of traditional SEO. From understanding how to create optimized content, to presenting it in a user–friendly format, the business of podcasting can be a lucrative one, if you know how to harness the potential.
Contact us if you want to know more about optimizing your podcasts.
PodGarden Library
Learn more about podcasting in PodGarden's library of white papers, posters, articles, podcasts and other resources.
Oneupweb has been building businesses and relationships through results-driven online marketing and
creative thinking for more than a dozen years.