There was a recent story published by Timber.fm’s Amanda Cupido about podcasting. Near the end of that piece, she interviews Gabe Bender, who is Google Podcast’s product lead. Bender hints to some big changes coming to Google Podcasts involving podcast search and discovery. He didn’t specifically say what is coming up, but let’s take a look between the lines of what he said.
Google will make features that are basically the same to what they have with YouTube
This means podcasts are going to become extremely searchable during a Google Search. Like Google video search results or YouTube search results.
And, while you’re using Google Podcasts to listen to your podcast, Google will be recommending more podcasts to you as you’re listening. It will be very much like the ‘next up’ areas you see on YouTube.
Because Google will start to show podcast results in search, this will impact all listeners that use Google for search. Not just listeners that use Google Podcasts to listen to their favorite podcasts.
I don’t doubt Google will start to incorporate autotranscriptions they are already doing behind the scenes, to include podcasts in search results. This autotranscription option is already available in the Chrome browser, when you change your accessibility options. A popup screen shows the real time transcription of any audio played in your Chrome browser.
Google will be taking podcast search even deeper, based on what’s said IN your podcast
Not just what’s written in your podcast descriptions, summaries and webpages.
The SEO concept of “page rank” will likely be applied to podcasts. That means the more external sources that reference your podcast, like web page backlinks, videos and video interviews, other podcasts mentions and podcast interviews, blog mentions, blog interviews, guest blogging—the higher your podcast will appear in search results for the topic that is referenced. This is SEO 101 for Google.
There will be personalization, like YouTube.
First, search results and the ‘next up’ area in Google Podcasts will take into account anything Google knows about what you listen to.
Second, Google Podcasts will surround you with other people that listen to similar things so that it can suggest podcasts, or specific podcast episodes, to you that other people in your cluster listen to. Think community.
Podcast search engine optimization
If all this happens as Bender seems to suggest it will, a new kind of expertise will become important. Podcast search engine optimization. Just as SEO consultants today help companies get their web pages to appear organically higher in Google results, that’s where we at Circle270Media Podcast Consultants will be continuing to help podcasters appear organically higher in Google’s podcast search results.
The methods will be similar: get on other podcasts shows and web pages to mention your show, and other references and links I mentioned earlier.
Include searchable terms. Not just in episode summaries, but in the words you say during your show. And probably WHERE you mention those searchable terms within your episode.
This could amount to a huge overall of what you do with each and every podcast episode. Or at least a refinement of what you do, if you are already implementing an SEO strategy to your podcast and podcast content.
Work with us to create your business podcast that stands out
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Connect with me if you would like to talk more about this. My calendar is available on my Circle270Media Podcast Consultants business website at circle270media.com
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Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. With over 35+ years of experience in Marketing, Content Creation, Audio Production/Recording and Broadcasting, the podcast consultants at Circle270Media strategically bring these strengths together for their business Podcast clients.
Email us at firstname.lastname@example.org to set up time to talk more about your new or established business podcast.