Creating B2B SEO Content From Podcasts
Every episode you record of your B2B podcast creates a new opportunity for you to create assets from that recording. These can help boost your rankings on Google searches for keywords and phrases, which can boost your visibility in your industry.
The SEO content you create from a podcast is different from podcast SEO, which is also known as podcast visibility optimization (PVO). PVO is how your podcast ranks in the podcasting directories. The SEO content you create from your podcast is used to move your podcast up the Google search results for topics you address on your podcast.
Standard Podcast Assets
Some assets you create will have limited use for general SEO purposes. Two examples are show notes and transcriptions.
Show notes are written for the podcast directories. They’re short, usually 200 words or fewer, and they serve the purpose of summarizing what an episode is about. They are great for what they do in the directories but they’re not of much value for SEO to drive traffic to your website.
Transcriptions are word-for-word written documents of exactly what everyone said on the podcast. Like show notes, transcripts are great for accessibility in cases where someone is unable to listen to the show, but they have very little value when it comes to ranking on Google. Transcriptions are too long and wordy to be of any value as a Google search result.
The third asset that comes out of most episodes is a summary article. These articles are like an expanded version of the show notes. They are great for people who don’t want to listen to an entire episode or read a full transcript, but they’re not usually written with much SEO intent.
SEO Articles
The last written asset that you can create from an episode can set you apart from others in your industry. An SEO article, as the name suggests, is written specifically to get SEO-fueled rankings for specific topics in your industry.
For example, if you have a podcast episode based on an interview with an expert on decarbonization, the show notes and summary article will focus on the interview itself. The SEO article will be a long-form article about decarbonization that focuses on answering any query on Google about what decarbonization is. You then cite the podcast episode and the expert and embed the podcast on the page. This makes the podcast episode act as supporting material for the SEO article.
What makes this so interesting is that when done strategically so you rank for queries about decarbonization, which have around 4,000 organic hits per month, you will have content that is ranking for a keyword that is relevant to your target audience. That content includes your podcast, which will be exposed to highly sought-after and qualified listeners.
There are two basic ways to approach the SEO article strategy. The first is to pick an interview and retroactively create the SEO article for a niche topic relevant to your business from the interview. The second is to decide ahead of time what keyword you want to target, then find a guest who is an expert on that topic.
Another interesting aspect of the SEO article strategy is that you can go back and create articles based on existing interviews if the topic is evergreen. It is a strategy that can run parallel to your current podcast episode distribution. Organic growth can be difficult for B2B podcasts, and the SEO article is a great way to boost your visibility.
Domain Authority Matters
Writing SEO articles is not an insignificant task, so the question is who should be using this strategy. This is where your domain authority (DA) comes into play. If you’re a new company or a small business with a low DA, you may not see the results you would hope for right away because you’re not a priority for Google.
But if your company website DA is 50 or higher, you’ll probably do quite well with this strategy. If you’re part of a large, enterprise company that has been around for a long time with a DA of 80 or 90, this strategy is a no-brainer.
If you plan your content carefully and use these SEO tips to boost your visibility, you can drive a substantial amount of traffic to your website, which is great ROI for the time and effort you put into your podcast.
This episode is brought to you by Content Allies.
Content Allies helps B2B companies launch revenue-generating podcasts. From startups to Fortune 500s, we have helped some of the world's leading companies build and run profitable podcasts. Contact us for your free podcast consultation at ContentAllies.com