Ever heard the phrase “work smarter, not harder”?
While having a podcast for your business is beneficial for many reasons – think increased brand awareness and the opportunity to build your authority – they are, by their very definition, an audio format. This means that when it comes to SEO (search engine optimisation), podcasts typically aren’t the strongest method for helping your website rank well.
This is where content repurposing comes in. If you think about a podcast episode – whether it’s a solo episode, or the host is chatting to a guest – the source material will already be rich in useful, informative content – exactly the sort of information your target audience is looking for.
If your podcast coincides with your business, you’re likely to be exploring subject matters related to your industry in deeper detail – the same way you would with a blog or feature article. With all that knowledge packed into an auditory format, you’re going to want your target market to find it – and that’s where transcripts come in.
What is a podcast transcript?
Transcribing a podcast is the process of turning audio into easy-to-read, script-like text. This can then be posted alongside your podcast episode – on WordPress, for example, in the form of a blog. There are many ways you can transcribe a podcast, with plenty of software available online that can get the job done.
Transcribing your podcast doesn’t just make it more accessible (for people who are hard of hearing, for example), but it also means that the text can be crawled by Google’s bots – as these can read, but not listen.
How else are transcripts beneficial for SEO?
Keywords
You may wish to begin recording with a set of keywords in mind, which you can tailor in your audio content to address certain phrases naturally. When this is transcribed into text, it will automatically become optimised, and more easily findable for certain users searching for related content on Google.
Given that podcast episodes are typically between half an hour to an hour long, you can give yourself plenty of room to target these phrases – even if you don’t word them verbatim, Google will get the gist.
Backlinks
Having a podcast can help you be seen as an authority in your field – particularly when you’re bringing on guest speakers who are also experts in their niche.
Given that Google prioritises content that is useful, informative and relevant to the user, your podcast – provided the content is of high quality – is likely to become findable to your target audience. This can be spurred on by backlinks, as people will refer to your podcast as a source material in their own content – pointing towards you as a voice of authority.
If you’re looking to strengthen the SEO of your website, why not reach out to the team at Engage Web today?
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