Podcasters all want the same thing. More listeners. While there are plenty of ways to get more listeners, one of the best ways to drive a larger audience to your podcast is to leverage the power of Search Engine Optimization (SEO). SEO gets your podcast episode in front of potential listeners that are searching for specific topics & questions on Google. That way, they find you.
If you are new to SEO, don't be intimidated. SEO is really just a fancy term for getting your content in a format that Google can index and include in it's search results. Google actually automatically indexes your podcast episode if it's available on Google Podcasts. They started doing this in 2019. Unfortunately, podcasters don't have any insight or control into this process.
Many podcasters want to have more control over there SEO and even split one episode into multiple blog posts that point to one episode. The best way to do this is to turn a podcast episode into a blog.
Blog posts are great content for SEO because they can easily be controlled to match Google's specifications for optimization. Length, keywords, paragraphs, headings, etc., all contribute to good SEO for a blog post. Adjusting any of these items is as easy as jumping into a word document and making changes.
A blog post with a strong SEO rating that appears on the first page of a search engine results page (SERP) is a marketers dream. If the search term has a high volume, load of traffic can be driven to your site with minimal effort. Plus, blog posts are evergreen content which means they will continue to drive traffic over long periods of time (as opposed to paid ad or a tweet).
Any podcast episode can live as a blog post and drive traffic on Google. If your podcast episode covers a variety of topics, you can even create multiple blog posts out of one podcast episode. This helps you cover more search terms on Google.
Let's walk through how to turn a podcast episode into a blog post:
The first step to complete when turning your podcast into a blog is to transcribe the audio into text. There are a wide variety of service providers out there that can do this for you, some human & some automated. Just give "audio transcription software" a google search and you can start the window shopping. Wavve (that's our parent company) does this and many of the other things mentioned below as well 👍.
If you host an interview style podcast, it can be helpful to identify each speaker by name so the reader can better follow along with the conversation. It's also a great way to fill the post with keywords that relate directly to your guest. Wavve does this automatically or you can manually edit your post to look something like this:
This is one of the most important steps in the process of turning a podcast episode into a blog. A podcast episode is usually a flowing conversation while a blog post is generally segmented into smaller sub topics that provide a flow of information from the beginning of the article to the end.
When google indexes content, it pays close attention to how content is broken up and the headers that are used to describe each section. Google may even show an excerpt of your blog post directly with the search results page (SERP).
The best advice we can give you here is just put yourself in the shoes of a potential reader and think about what they are searching and structure it accordingly.
Jumping right into the blog post might be a little confusing for some readers. We have found it best to post a copy of the podcast description at the beginning of the blog post in italics to give readers a heads up on what they are about to read. Also, be sure to add a call to action at the end with links to the podcast episode in multiple player options (Apple, Podcast, Spotify, etc.,).
Finally, be sure to embed the podcast episode in the blog post. This will help increase your SEO score for the post and also give readers a way to enjoy the podcast and (hopefully) subscribe to your podcast.
If your podcast is on Spotify, we think their embed code is the best. To embed a podcast episode on Spotify within a blog post:
Radio Public is a good option as well. Follow these steps to embed a podcast episode from Radio Public on your blog:
Ready to turn a podcast into a blog post that drives SEO? Takeautomated tool set for a spin.