Episode 12: Brand Building SEO For Podcasting with Remi Audette
Spilling juicy tips and tricks on today's episode is the SEO Queen, and founder of Boutique SEO Agency, Sunday Best Digital, Remi Audette. We're chatting about how you can improve your podcast SEO and busting myths about ranking in the charts.
You'll learn:
What is SEO & why is it important for podcast hosts
How to take advantage of the episode description
Using keyword research to shape podcast episodes
Tips for maximising your SEO as a podcast guest
About Remi
Remi Audette is a former corporate SEO specialist turned SEO agency owner, passionate about growing online visibility through brand-building SEO.
Remi's Suggested Keyword Tools:
Connect with Remi on Instagram, or on her website
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Good Chat Media acknowledges the traditional owners of the land where we work, live and record the Wurundjeri people of the Kulin nation and we pay our respects to elder's past and present always was always will be Aboriginal land Hey, I'm Cass, the founder podcast production agency, Good Chat Media and welcome to Good chats. Good chat is a podcast with a holistic approach to business and marketing. And with the help of some super special people, I'll be spilling all the secrets about boosting your brand building credibility and connecting with community through podcasting. Let's get into the episode.
Hi friends. Welcome back to another episode of the Good Chats podcast. It is your girl, Cass and thank you so much for joining me today. I have a freaking special one. I am joined by my friend Remi Audette. She is the founder of SEO Agency, Sunday Best Digital, and today she's coming to talk about SEO from the perspective of the podcast host and from a guest perspective.
So we talk about what factors to consider when optimising SEO for a podcast. She talks about the common mistakes that a lot of people make when it comes to SEO and how we can avoid them. And then when we talk about being a guest, we chat about why being a guest is so great for your own SEO, and how to make sure you are getting the most out of those episodes for your SEO, for your business to really make your time and energy worth it.
So she's here to help us master the basics of podcast SEO. So without further ado, please welcome my lovely friend, Remi Audette. Hi Remi. Hi, how are you? I'm good. How are you? Good. So excited to have you here today to talk about SEO. I'm super excited to be here. I love chatting about all things SEO.
Amazing. Well, let's get straight into it. We've got two kinds of categories that we're gonna talk about. We're gonna talk about SEO from the point of view of the host and then from the point of view of the guest. So host first. What is SEO and how does that relate to podcasts? So SEO is all about trying to increase the chances of appearing in search results, appearing high in search results, and improving the quality and quantity of traffic coming to your website, or in this case, your podcast.
So Podcast SEO is all about optimising it to try and improve it’s visibility and ranking both in Google and wherever your podcast is being hosted. So whether that's Spotify, apple, and places like that. And the goal of podcast SEO is to make it easier for people to find and discover your podcast when they're searching for topics related to your content.
Yeah, amazing. And. With SEO and a lot of people that are in my community are using a podcast as part of their sales funnel and strategy. How does that relate to what they're using in their SEO, in their business for their website, and using that with their podcast as well. Are they the same keywords or how do they identify if they are different?
Yeah, so it is quite similar to optimising a website and a podcast. So I imagine that if you do have a podcast that is part of your marketing strategy, you would probably be using very similar keywords that you use on your website. So that's where you can use existing keywords to help your podcast rank, but also it's important to find new keywords that are really highly specific to what you are talking about in your podcast.
So, you know, if you have, uh, an SEO agency and you had a podcast, If you did a specific episode on keywords, you wouldn't try and use SEO agency as your target keyword. You would go for something more specific about keywords. Yeah. And then with the SEO words and the keywords, what do you think are some mistakes that you've seen and how do you think that people can avoid them?
So a lot of people, Don't realise how important it is to have show notes. So you know, after you've recorded a podcast, you have a blog or a page on your website where you have the podcast content and you can have the recording on there. You could have the video if you've filmed it, but it's really, really good to transcribe your podcast and to have it all on that page.
Cause. This is one. It's helpful for people who have hearing difficulties, but also it can help you appear in Google search results. So Google really loves fresh content. So you know, if you don't have time to write blogs, but you are recording a podcast every week, then that's a really easy way to kind of repurpose that podcast.
Add the show notes to a blog or a page. And to take advantage of having, you know, the keywords from your podcast episode, having them on your website. Yeah, I think a lot of people shy away from transcriptions, and I've actually seen that people have said that when you put a transcription onto the webpage that you have, like if you have a blog post, With your podcast embedded into it or something like that.
I drive all of my traffic to the website and so they can pick whichever, you know, platform they wanna listen to from there. But I think I've seen an article that said that transcription confuses Google or something when there's too many words. Is that true or is that just an assumption? Yeah, that's a myth.
But I think what they're probably talking about is. You know, we do use a lot of unnecessary words in conversation, whereas if you write them down, it is more succinct. Yeah. So I would definitely advise not just using a transcription program and just pasting it on your website. Mm. I would advise you to still go back, try and create some sort of structure.
So make sure you're using the right headings dot points, making sure your paragraphs are quite short and easy to read. And I think that's going to be the best way to have the transcript on rather than just having, you know, a whole page of text that includes umming and ah-ing and, and random words that aren't necessary.
Yeah, I take all mine out. I mean, I take all the ums out anyway, but when I do the transcription, I filter through to make sure all of the words are right and everything's spelled correctly and broken it all up. So I'm on the right track. Yeah.
Another mistake I see a lot of people make is that they're not using descriptive titles and they're not taking advantage of the episode descriptions. Mm-hmm. So if you are not using descriptive titles, And episode descriptions, then it's hard for search engines to understand the content of your podcast.
So really take advantage of all of that copy. Try and use your target keywords there. And yeah, take advantage of how much real estate you have, because that's gonna really help you rank well in search results. Yeah. And I also know you've spoken about, it might have been another podcast episode with SEO for your website when you have Google ratings and reviews that they really help prove to Google that your website is trustworthy.
Does that have the same effect with the ratings and reviews on Spotify and Apple? So podcast reviews can indirectly impact podcast SEO, but they're not a direct ranking factor, okay? So they can be social proof that your podcast is popular and well liked, which obviously encourages others to listen to.
It increases your podcast visibility and ranking in the search engine results. And you know, if your podcast is showing up, more people are looking at it. And if you've included your website in your show notes, which you should. Then more people are going to come to your website. So podcast reviews alone won't significantly impact your podcast.
SEO. You still need to be looking at, you know, the content quality, your keywords and backlinks, but it can help your rank better in the search engine results. Yeah, it's a really cool way of like one of those things that, it's a metric that you can track that is a kind of nice metric to track as well, because you can see the social proof and you know, it's nice to have a little message in there, but it's a good one to track on my end because it encourages more people to leave reviews as well.
Like when you see, you know, someone on there that there's, you know, 10 reviews or a hundred reviews or 2000 reviews, you're like, oh, cool. Like, It kind of gives your listeners permission to do that too. Yeah, and that's why I've put as a goal, and I made it very clear from the beginning that, you know, we wanna get to a hundred ratings and reviews and as you said, like it helps you rank better in Spotify and Apple and Google and you know, all the directories, which means more eyes on you, which then means, you know, More people are following you, more people are listening.
It indirectly goes back to, then they go back to your website. Then they might, you know, then they might convert into a customer. So it indirectly affects it though. It's definitely something that needs to be considered, but maybe just in a different category as you know, your website SEO. Yeah. And I think it's important to also track the people coming to your website through your podcast.
So you can do this with tracking URLs. Through Google Analytics and just monitor your referral traffic because you know if the more people are engaging with your podcast, you will likely see more people coming to your website or you'll hopefully see that. Yeah. And then when you're planning your episodes, does SEO come into that when you, when you're thinking of new episodes to be creating?
Yeah, so keyword research is great because you can find out how many people are searching for something. So if you're looking for content ideas and you find that, you know a lot of people are searching for a specific query, then you know that there is demand for that.
Is asking themselves as well. So that's where it's really good to use keyword research tools and to use Google to actually come up with your episodes. Do you ever use Answer the public?
Yes. Although they did recently, it got sold and I think it's, now you have, there's a paid version that, yeah, don't get much for free. So that's really unfortunate. But there are plenty of other tools that people can use for keyword research for their podcast. Uh, SemRush, AHFs. Those are quite expensive, but there's also keywords everywhere is very cheap.
SE ranking is also another one, and keyword generator and keyword surfer, I believe are also free. So cool. Great places to start when you are. Yeah. Trying to plan in an episode. Yeah, amazing. And I'll pop the links to those websites in there as well so people can check those out. And I'm definitely gonna be checking those out to make sure I'm on the ride track as well.
And from a guest point of view, why is being a guest a great SEO strategy in your business? If you don't have a podcast or if you do. So the goal of Google is to show the most valuable and relevant results. And you know, we talk a lot about keywords, about blog content, but one other aspect of trying to rank on Google is back links.
And so back links are links from one website to your website. And basically what they do is. Show Google that you are a, you know, legitimate, credible website. So the more high quality links you have. So websites that are really trustworthy, the more that are linking to your website, the more Google sees, um, your website as trustworthy.
Incredible, too cool. So yeah, if you had two websites with equally great content, You know, equally technically sound and one of them had more high quality backlinks, that's probably the one that's gonna show up higher. So being a guest on podcasts, not only are you raising brand awareness because you're getting in front of a whole different bunch of customers or potential customers, you are also getting the link from their podcast.
Um, show notes. And you're also getting it through their podcast description. So it's really important that if you are a guest on a podcast, that the podcast host adds your website into the The episode description. Yeah. As well. So you can get the benefit of not only people coming through your website because you know they've heard you on the podcast, but for that valuable back link as well.
Yeah, yeah, for sure. So, apart from getting your website in the show notes and episode description, what else should guests do to get the most SEO benefit out of the episodes that they're on? So, choosing relevant podcasts is really important. So if you really are trying to be known for being a marketing coordinator or you know, having a marketing agency, you don't necessarily wanna go on a health podcast unless that's something you're passionate about.
But you're probably gonna get more benefit from being on a podcast that's really relevant to your niche or industry because you know you'll have an engaged audience that is probably very similar to who you're trying to target. And if those episodes show notes appear in the search results, because you've got that back link to your website, and Google's obviously associated those show notes with a specific keyword, you'll be also more closely associated with that keyword as well.
So, That's one tip. Another one is making sure you are providing really valuable and informative content, and also you are promoting it because while you know, promoting on social media is not going to necessarily directly affect your s e o, it does indirectly affect it and. The more sort of social proof you have, the more trustworthy you appear to Google, because yeah, it shows that you exist.
You're a real, you know, entity. And that's what Google's trying to show the people searching. They wanna show the best, most trustworthy, credible websites. Yeah, amazing. And even just from a brand awareness point of view, like you are going on as an expert in that particular topic or niche. So from a brand awareness point of view, you are showing your audience and their audience that you are the go-to person for that particular topic.
So yeah, to win. Yeah. And I'm all about brand building SEO, so yes, getting organic traffic is great and it is really important. And you know, ranking. For a lot of businesses it is really important too, but also trying to create content that helps position you as an authority and gets people to search for your brand name mm rather than something generic.
Because when someone searches for your brand name, You're not competing with anyone. Yeah. But if someone is searching for something generic, like a marketing agency or web designer, you are competing to show up for that keyword and then you're competing on whoever else is on the same page with you. So trying to, yes, increase the traffic is great, but brand building and trying to get people to actually search for you is even better.
Yeah. Yeah. That's so cool. Thank you so much for all of the good info on s e o for podcasting. If anyone wants to reach out for their own business, how do you work with people? How do you help people and, and how do they get in contact with you? Yeah, so I'm really passionate about helping small businesses.
Do their own SEO. Mm-hmm. You know, I've had, I've been there when you have very little budget, but you, SEO is so important to get right at the start, and once you get it right, it's very easy to continue to manage it and to optimise your website. So there's a couple of different ways that small businesses can work with me.
The first is through my SEO consultation. So this is where we spend 90 minutes together. Going through whatever you need help with. So that might be doing keyword research together. That might be fixing some technical issues on your website, writing blogs, creating new pages for your website. And the benefit is that we're doing it together.
So not only are you. You know, actually getting the work done, but you are learning as well. So yeah, that's gonna be really, really helpful so that you can continue to do that long after you've worked with me. And then I also have Sunday sessions, which are SEO workshops. So in the next couple of weeks we've got, um, the e-commerce SEO workshop.
So specifically for people that sell products on their website. Cool. And service business SEO. So specifically for people that. Sell services. So those will be really handy for businesses who want to learn how to specifically optimise their website for the type of business they have. Amazing. Well, that sounds all very exciting.
I've been to a Sunday session. It was freaking awesome. So definitely recommend getting over to have a look at that.
We want to say thanks so much for joining us for another good chat. We would love if you would help us with our 2023 goal to get to 100 ratings and reviews, and then send this podcast on to someone who you think will love it just as much. Connect with us on LinkedIn and Instagram like good chat media, and we'll chat with you next week. Bye. This podcast was produced by good chat media.
