Stephan Spencer, host of Marketing Speak and Get Yourself Optimized, shares his SEO expertise. In this episode, you’ll learn the three most common SEO mistakes podcasters are making and how to fix them. Spencer breaks down the benefits of episode transcriptions, optimizing your RSS feed, and utilizing the number 2 search engine: YouTube.
Timecodes and Show Notes:
5:12 What is SEO and what does that mean for podcasters?
“There are three pillars of SEO. You have content, architecture, and you have links. The content includes figuring out keywords that people are searching for, your target audience, and making sure you’re using those kinds of words and topics in your content.”
13:40: Transcribing podcasts for each episode
I have done this with both of my websites, https://www.marketingspeak.com/ and https://www.getyourselfoptimized.com/author/stephan-spencer/. Each episode has a full transcript that is not a big, boring wall of text. It’s turned into a long form blog post that is broken up and not so heavy with text that incorporates images with captions. I have pull quotes and Click-to-Tweets, which are some other elements to break up the text that make it more visually interesting to consume the content.
14:47 Untapped opportunity digging into your analytics
If you spend the time digging into your analytics and looking where people drop off in, let’s say, your Apple Podcast analytics, you may realize most people aren’t finishing your episode. Then you realize your website is this untapped opportunity if you get it to rank well.
26:18 Relatable and attainable testimonials
“It should feel like, hey, this is possible for me. So they can relate to it. You make it relatable, you make it not over-the-top crazy in terms of the results. But it’s more of an attainable, mildly impressive case study. What if it’s a free form conversation in the form of a podcast episode? So then you just start interviewing all of your clients, current and past. You’re extracting what ends up being a fabulous case study.”
29:12 How Spencer got a $3,000 bike for free because of his podcast
“A $3,000 stationary bike with artificial intelligence for free…I don’t sell advertising. They pitched me. I said, I want to try it out before I have you on the show and they said alright. You don’t need the reach, that’s the secret here. You need to have the street cred. You need to get super credibility so they don’t even think about asking you about downloads.”
33:01 Name dropping and how download numbers aren’t everything
“That was pretty amazing to get Jay Abraham on as a very early guest. Once I was able to name-drop Jay Abraham, then I was able to get other big-name guests because they’re not going to say, ‘So, I heard you had Jay Abraham but what are your download numbers?”
35:16 When an interview turns into a networking opportunity
“I interviewed the former CEO of Walmart.com…we hit it off and he ended up referring at least three different portfolio companies for SEO.”
35:43 It’s not about how many know you but who you know to interview. Turn your podcast into a business
You don’t even have to have an audience. You could have zero audience and just have really cool conversations with just the right people who you’re laser targeting. That could be enough to catapult you and your business to the next level.
37:21 Mistakes that podcasters make with SEO: Missing out on transcriptions
“Transcriptions are a real missed opportunity that most podcasters aren’t leveraging. They’re not even having them done. You can use a service like Descript or Otter, which is inexpensive and uses AI to convert the audio to text. You can even upload your recording to YouTube for free and the Youtube Algorithm creates a transcript.”
40:13 Optimizing your RSS Feed with titles
“This is the powerhouse, the engine for your podcast and its reach into all the podcast directories and podcatcher apps. If you are optimizing that RSS Feed and making sure that the name of the show has keywords in it. The RSS feed, if you’ve never looked at it, you should look at it, look at the code in XML [eXtensible Markup Language] format. It has the name of the show, the description of the show, it has the title of each episode. The main ones are the title episode and the title of the show and the description of the show.”
44:36 Spencer talks about the SEO tools he utilizes
Moz Keyword Explorer, Ahrefs Content Gap Tool, SEMrush and Google Trends
48:40 Another mistake podcasters are making? Not leveraging YouTube.
“That’s the number 2 search engine. If you don’t have a YouTube channel and you’re not uploading every episode to YouTube it’s like you’re snubbing your nose at the number 2 search engine.”
Stephan Spencer’s Website: https://www.stephanspencer.com/
Marketing Speak Podcast/Website: https://www.marketingspeak.com/
Get Yourself Optimized Podcast/Website: https://www.getyourselfoptimized.com/author/stephan-spencer/
Otter AI Transcription Service: https://otter.ai/login
Descript AI Transcription Service: https://www.descript.com/
Paid SEO Tools:
Moz Keyword Explorer: https://moz.com/explorer
Ahrefs Content Gap Tool: https://ahrefs.com/content-gap
Google Trends: https://trends.google.com/trends/?geo=US
Answer the Public: https://answerthepublic.com/
Also Asked: https://alsoasked.com/