Anyone who has a website and is concerned about seo has likely heard that “Content Is King!”
And I suppose that’s true, but only partially… Publishing garbage content isn’t the answer, and if no one knows about your articles, that’s not helpful either.
So the truth is a bit more complicated. Here’s how I prefer to think of content and seo… Content that is better than your competitor’s with more quality links is King!
And that is why I am such a fan of podcast content marketing, because I believe there are five built in advantages for podcast seo over traditional blogging.
1 – Podcasts Can Be Recorded Quickly
For the sake of this article, let’s assume that we are wanting to publish a blog post that is around 2,000 words, give or take. I don’t know about you, but sitting down to write a 2,000 word blog post takes me several hours, it is not something I can whip out quickly.
But a podcast? If my equipment is all set up, or I’m calling someone via Skype for a recording, all I need is 15 minutes! Literally. With the average speed that most people talk, a 12 minute recording will usually equal about 2,000 words when you order a transcript.
After you’ve recorded your episode, you can outsource everything else, and get back to your money making activities. Which means if you want to publish two episodes every month, you are looking at 30-45 minutes of active podcasting to generate over 4,000 words on your website, a virtual seo gold mine!
2 – Podcast Transcripts Are Not Expensive
So yes, after recording your episode, you still need to order a transcript or write a complete summary to post to your website. But at $1 a minute, which is what most podcast transcribing services charge, there is almost no way that you can find someone to write a blog post that long for you.
For high performing Realtors, builders, appraisers, home inspectors and other small business owners, there is virtually no other activity that you can outsource so inexpensively that will have such a positive return on your content creation and seo efforts.
3 – Hard To Keyword Stuff When Podcasting
For those of us who have labored through writing long articles to post on our websites, the temptation is immense to jam in our targeted keyword at almost every opportunity. Which used to work really well, years ago.
But in the past few years, Google has gotten really good at cracking down on websites and articles that rely on keyword stuffing as opposed to providing high quality content.
Which brings me back to podcasting… It is really hard to stuff in seo keywords while having a normal conversation with someone. Try it. Next time you are talking with a friend, try to same the same phrase over and over, and pay attention to the confused reactions and looks you get.
Humans are designed to talk as a primary source of communication, and most people I work with are just naturally programmed to speak well with less effort than it would take to write an equally appealing blog post.
4 – Podcasting Leads To Improved Latent Semantic Analysis
OK, I haven’t seen any studies proving this point, but it’s my hunch and opinion that speaking naturally during a podcast episode will make it more likely that your resulting transcript and blog post will score higher in Google’s latent semantic analysis.
Latent semantic analysis is a fancy way of describing how the search engines like to see related terms on any blog post for the subject matter. For instance, it’s how a search engine would judge an article about cars, the automotive type, as being different from the movie Cars, or the band Cars. The search engine would search for related terms contained in the article to make judgements and help determine the true intent of the blog post.
While recording a podcast, about a subject that you are passionate about, you’ll be hard pressed not to mention, without even thinking about it, all sorts of related words and topics. Without even trying, you’ll be sprinkling all sorts of clues for Google, and all sorts of potential search terms, and in the process, increasing the chances that a future client will find your website.
5 – Podcasts Make Link Outreach Easier!
And finally, the second part of my opening statement… Content that is better than your competitor’s with more quality links is King!
How do you get more quality links? No matter if you are writing long form blog posts or recording podcasts, to most effectively increase your seo results, you need other web masters to link to your website. Providing content that other influencers in your industry find interesting and well delivered is the best way to encourage your peers to link to your website.
But podcasts can easily take that approach to the next level. How about interviewing one of your vendors for an episode on your podcast? Do you think that vendor would want to link to your site? I do! Especially if you provide them with an embedded podcast player with their episode and maybe even a summary already written!
I truly have a hard time thinking of why podcasting isn’t the best content creation strategy for almost everyone! It’s fun, it’s easier than long form writing, you’re more likely to collect incoming links with your podcast seo if you perform your outreach properly, and your competitors will likely be jealous because they haven’t started their own podcast yet!