Every podcaster wants to know the secret to successfully building an audience. Sometimes virality can be attributed to the star power of a host or the production abilities of a popular podcast network. However, in most cases, podcast success comes down to hard work and a lot of luck!

While there’s nothing you can do to improve your luck, there are some best practices that can have an effect on your success. Today we’re going to talk about how you can use your episode transcripts to boost SEO, increase discoverability, and organically grow your podcast’s audience.

Own and control your content

There’s something that you need to know right from the start. 

You need a website. 

With all of the various hosting sites, podcast aggregators, and social media platforms around, I know that it may not seem too important for a podcaster to have a dedicated website.

But hear me out.

Other platforms may come and go, but you don’t want your web presence to go with them when they do. Instead, you want to create a hub for your content that you own and can control.

Besides, not having a website means that you’re missing out on a massive pool of prospective listeners.

Not everyone uses social media or iTunes, but everyone uses search engines. 

If you don’t show up in a web search, then you are leaving all of those listeners on the table. Rule #1 of podcast promotion is to be everywhere your potential listeners are.

And that includes search engines!

Pro tip: Though setting up a site may seem daunting, it’s possible to get one up and running in less than an hour. Check out Squarespace, Wix, or WordPress and pick the platform that’s right for you.  

Once you have a website, it’s time to figure out how to drive traffic to it, which is where SEO comes in.

What is SEO?

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Search Engine Optimization, or SEO, is the process of optimizing your website and content so that it can be discovered effectively via search engines. It’s a huge topic in the world of marketing, and if you’re new to the field, it can feel overwhelming. 

But SEO doesn’t need to be scary!

With just a few simple tweaks to your podcast site, you can do a lot to raise your Search Engine Results Page (SERP) ranking.

How to use podcast episode transcripts to improve SEO

Photo by Austin Distel on Unsplash

One of the main components to optimizing your website for SEO is determining the right focus keywords for your brand.

Keyword research can take a lot of time and resources, but here is where being a podcaster pays off. Instead of creating content to fit specific keywords, you can use the transcripts of your podcast episodes on your website. This will automatically place relevant keywords on-page, no keyword stuffing required, making it easy for potential listeners to find your content.

Here are a few ways episode transcripts can completely transform how users find your brand on the web.

Show Notes Pages

Photo by Startup Stock Photos from Pexels

Show notes pages are standard for most podcast websites. They make it easy for listeners to access information about each episode, such as guest names, titles, social links, and any other pertinent information that might’ve been difficult to pick up from the audio.

There are several ways to use transcripts in your show notes:

  • Full Transcript

Many podcasters post full transcripts of each episode. While some search engines do index podcasts, having the full text on your site provides an extra boost in SEO as it allows your show to potentially get two hits for relevant keywords; one for the audio, and one for the transcript on your site.

  • Partial Transcript

If you don’t want to publish complete transcripts, you can use pull quotes from the text to highlight key moments from the episode.

Pro Tip: Posting short audio clips of these moments can also be useful for increasing engagement and time spent on-page.

  • Episode Summaries 

For those not interested in posting transcripts verbatim, you can still use the text to produce an episode summary. By picking out your desired keyphrases from the transcript, you can make sure that your episode summary is concise and driving quality listeners to your content.

  • SEO Metadata

Use each episode’s transcript to isolate relevant long-tail keywords and then apply them to the title, headers, tags, URL slug, and SEO description for the corresponding show notes page.

Pro tip: In addition to adding keywords from your transcripts to your show notes page, make sure you also include the basics. 

List your name, your podcast’s name, the episode title and number, and the term ‘podcast’ in your metadata to achieve the best results.

Content Creation

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You may have heard of the term “Create Once, Publish Everywhere,” or “COPE.” While you don’t want to publish the same content everywhere literally, repurposing your podcast content is a smart move. 

Repurposing your content helps your SERP ranking and opens your podcast up to new audiences that you might’ve not had exposure to previously. Best of all? You’ve already done most of the work! 

Here are a few ways to repurpose your podcast content:

  • Show Teasers / Trailers
  • Blog Posts
  • Social Media Posts
  • Videos

For all of these content types, reference your episode transcripts and isolate good dialogue, funny or engaging moments, and all of your relevant long-tail keywords. Use them to focus your repurposing efforts for maximum SEO benefits.

Authority and Backlinks

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Aside from keyword usage, search engines also consider other factors when tweaking their algorithms. A significant factor is whether or not your site is considered an “authority” in your subject area.

While there’s no direct way to impact your authority, you can work on molding your brand into a thought leader for your industry. Focus on:

  • Quality content – your podcast, blog posts, etc. 
  • Engagement  – get people to your website and keep them there
  • Backlinks –  gather incoming links from other high-authority sites

Transcripts aid in content creation, and in turn, help increase audience engagement. The usage of transcripts on-site also makes it easier for reputable sites to quote something said on your podcast, and directly link to it in text, thus increasing your website’s reputation.

Now that you’re convinced that podcast transcripts are essential, you’re probably wondering:  How do I get transcripts of my episodes?

Easy – Audioburst Creators!

The Audioburst Creators suite of podcast marketing tools takes the heavy lifting out of marketing your podcast. Users enjoy features such as:

Automatic Transcripts

Our AI-powered audio system “listens” for your content, allowing for the automatic creation of a fully editable episode transcript moments after you hit publish.

Social Sharing Tools

Sharing on social channels is an important part of a good SEO strategy. In a 2018 study performed by Hootsuite, it was found that content that had been published on Twitter saw a 12% organic increase in performance over a control group. Beyond that, there was a 22% increase for boosted (paid promotion) posts.

Audioburst Creators allows you to maximize your SEO potential through robust social sharing tools. Seamlessly share the best moments of your podcast to Twitter, LinkedIn, or Facebook directly from your Show Highlights page, or grab an embed code to add “bursts” to any webpage.

To learn more about using social media in your podcast marketing strategy, click here.

Audiogram Creation

As mentioned in the previous section, social links are great for SEO. However, once potential listeners find themselves on your social channels, you’ll need to provide them with content that has the power to drive traffic to your podcast.

In a recent report, it was noted that “89% of video marketers say video, in general, gives them a good return on their investment” and that “95% of video marketers plan to increase or maintain their spend on video in 2020.”

The use of video when combined with social platforms like YouTube, Instagram, Medium, and TikTok can help you grow your audience and amplify your marketing efforts.

Creators enables you to harness the power of video by turning your talk audio content into short video clips, or what is sometimes referred to as an audiogram.

Video burst editor in Audioburst Creators

To learn more about using video in your podcast marketing strategy, click here.

The best part of Audioburst Creators? Unlike many other podcast promotion services, it’s 100% free!

The Bottom Line

Episode transcripts take the guesswork out of content creation, boosting brand authority, and improving your podcast’s SEO. 

If you aren’t transcribing your show, it’s time to take the leap. Sign up for Audioburst Creators and get your podcast discovered!

Audio from this week’s Tannis On Pods pick, Birdbaths and a Lockbox:

Ladies and germs, 

It is my absolute pleasure to introduce you to my hands-down favorite podcast. 

Virtual drum roll please 🥁🥁🥁

Ear Hustle!

Ear hustle podcasts

Ear hustle podcasts

I could sing the praises of this podcast until kingdom come.

Hailing from the San Francisco Bay Area, this podcast takes you inside San Quentin State Prison and “brings you the daily realities of life inside prison shared by those living it, and stories from the outside, post-incarceration…stories that are sometimes difficult, often funny and always honest. Episodes offer a nuanced view of people involved with the American prison system and those reintegrating into society after serving time.”

Given the very interesting circumstances most of us are currently living in, I’m sure some of you have felt like you are “in prison.” Well, I hate to break it to you, but the excessive amounts of toilet paper you are probably hoarding proves otherwise!

The episode I am recommending is about prison lockdowns and how the inmates pass time when they are stuck in their 4’ x 9’ cells 24 hours a day, sometimes for months at a time. 

Podcast: Ear Hustle

Episode: Birdbaths and a Lockbox

Listen to the full episode here.

 

Every episode of Ear Hustle has me laughing, crying, or feeling philosophical. This particular episode sparks all those reactions. In my humble opinion (which you should most certainly listen to), there is no podcast more impressive and enriching than this one. 

 

As we all struggle to find creative ways to keep ourselves and our families occupied while isolated at home, I think it’s important to be thankful for the chance to spend all of this time at home with our loved ones in a safe and healthy environment.

 

The reason why I recommend Ear Hustle is because I want to bring attention to one of the most vulnerable populations people may not be thinking about right now, or at all. Think about it – how do you practice ‘social distancing’ in a prison cell? 

 

(That was a rhetorical question, Karen.)

 

Before I sign off, remember to be mindful, be compassionate, and bask in the temporarily slower lifestyle COVID-19 has forced us into. Tell your family members you love them. And most importantly, realize that we’ll get through these times safely, as long as we work together. Those kindergarten lessons will have us back outside in no time!

 

Let me know what you think of this podcast recommendation at blog@audioburst.com.

 

See you on the flip side.

 

 

Audio from this week’s Tannis On Pods pick, ‘This Movie Changed Me’:

 

This clip is an audio ‘burst,’ created using the Audioburst Creators tool. You can hear the full episode here.

 

 

 

Hello, citizens of the world!

Oscars season has come and gone. It certainly wasn’t my favorite year, but there were some gems!

Shout-out to Jojo Rabbit, one of my new favorite movies of all time 👏👏👏

 

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My absolute favorite film genre is horror. It’s the genre that doesn’t get much love during awards season.

The very short list of Oscar-winning horror films includes ‘The Silence of the Lambs,’ ‘Jaws,’  ‘Misery,’ and ‘Rosemary’s Baby.’ #tannisroot

Growing up, my mom always told me stories about the scariest movie of all time – The Exorcist. Stories of people who fainted in the theater, some who puked, and others who ended up in therapy after watching it!

Suffice it to say, I was compelled 😉 

My mom had a pretty strict ‘no R-rated movies’ rule, so it wasn’t until high school that I finally got the chance to scare the bejesus out of myself.

Like all 90’s children, I went over to Blockbuster (RIP) with my best friend each week and asked the cinephiles who worked there for their favorite scary movie recommendations. 📼📼

We didn’t want to jump into watching The Exorcist right away. Instead, we built some backbone by watching all the other movies on the various “scariest of all time” lists. 

 

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My recommendation this week is in honor of all those great movies that stole precious hours of sleep from me during my youth. 

 

Podcast: This Movie Changed Me

Episode: The Exorcist — Mark Kermode

 

This Movie Changed Me is a podcast from The On Being Project. Every episode, the  host “guides guests to explore and celebrate the transformative role movies play in their lives.” The network has several other podcasts that are all worth a listen.

This episode is a discussion of The Exorcist with British film critic Mark Kermode. He talks about how influential the movie is in his life, sans spoilers. If you’ve been too terrified to watch the movie, this interview may just convince you to give it a try. 

Or, if you’ve seen the film before, now is a great time to revisit it considering the recent news of actor Max Von Sydow’s passing.

Mark Kermode has two podcasts too: Kermode and Mayo’s Film Review and Kermode on Film.

 

Whether you’re a film buff or a movie novice, reach out at blog@audioburst.com and tell me your thoughts on this week’s recommendation. 

The power of Christ compels you! 🧟‍♀️

Ta ta for now.

 

 

Hello, my Homo sapien comrades! 

Has this election cycle got you down? I feel like I’ve been suffering for an eternity. 

Facts, opinions… What’s the difference these days?

I may have a degree in conflict resolution, but it seems like I could solve the Kashmir conflict more easily than trying to get a Republican and a Democrat to see eye-to-eye on anything 🤦‍♀️

I’m calling it quits on the squabbles.

My recommendation this week comes from Radiolab.

Radiolab produces shows about scientific and philosophical topics in an exceedingly amusing style. The show won me over years ago with an episode about the rigorous gondolier profession. 

 

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Anyway, the hosts Jad Abumrad and Robert Krulwich (my close personal friends in an alternative reality) hit the nail on the head with this one.

No matter where we stand on the spectrum of beliefs as individuals, we tend to view our own perspective as being “right.” Because being right, well – don’t we hold that truth to be self-evident?

But what happens when we take off our Ray-Bans and try on someone else’s Oakleys?

 

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The episode “What’s Left When You’re Right?” is about more than seeing things from another point of view. 

You’ll hear a story that turns the classic prisoner’s dilemma scenario on its head and another about how a difference of personality can completely break our perception of ourselves and others.

Most importantly, you’ll get an answer to the age-old question: is it better to be a righty or a lefty?

 

Podcast: Radiolab

Episode: What’s Left When You’re Right

 

 

You can listen to the whole episode here.

For your viewing pleasure, here is a YouTube link to watch the mind-blowing showdown that is discussed in the episode: Golden Balls – Split or Steal?

Shoot me a message with your thoughts at blog@audioburst.com.

 

Sayonara for now!

 

 

Hello fellow humans! My name is Tannis and this is my podcast recommendation blog.

What are my qualifications for taking on such a consequential task you ask?

Nothing! Welcome to the internet! 

Kidding.

 

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In all seriousness, I am the Content Manager here at AudioburstWe serve up the world’s largest library of talk audio content in a searchable and shareable format. 

This involves a process of listening to over 6 million minutes of radio and podcasts a month! (For context, there are only about 44,000 minutes in a month 😲)

We automatically transcribe all of the audio, analyze it for important information, and segment it into smaller bits that we call “bursts.”

The gist of it is – I listen to A LOT of talk audio content.

As Content Manager, I preside over our audio library. This means that there are currently 5,000 podcast names swirling around in my brain. And I’ve listened to all of them 🤯

I listen while I’m at work, commuting to and from the office, while doing the dishes and laundry… even in the shower! 

I’m a real podcast fiend.

Introducing: Tannis on Pods

 

I’ve started this blog series because one of the most difficult aspects of finding a new podcast to listen to is discoverability. We all know there are a gazillion podcasts out there, but how do we find a great one on a topic that we actually want to listen to?

Hopefully, I can help with this predicament! 

Every two weeks, I will recommend a podcast or podcast episode that I think warrants a listen. My picks will cover every subject under the sun. Sometimes it’ll be funny, sometimes informative, sometimes challenging.

My goal is to make podcasts more accessible to people who don’t consume audio 15 hours a day. I’m guessing there are a few of you out there? 😂

With that said, check out my first-ever podcast recommendation: America Dissected with Abdul El-Sayed, Ep 4: “Superbugging Out”

 

 

 

 

In light of the terrifying coronavirus outbreak which is going to kill us all, I am recommending this episode of America Dissected to help bring the conversation back to improving our health care and away from the seemingly impending zombie apocalypse. Sometimes it feels like our personal health is out of our control – just touching the “stop request” button on the bus gives me the heebie-jeebies. This episode should serve as a reminder that there are measures we can each take to reclaim authority over our health and wellbeing. Listening to America Dissected was a very informative experience that I’d like to share with you all!

This is episode #4 in a ten-part series from Crooked Media. The show “goes beyond the headlines to explore what really matters for our health.”

This particular episode does a deep-dive into antibiotic misuse, which is “contributing to the global rise of an unseen, deadly force: antibiotic-resistant superbugs.” 

Wash your hands, people!

 

Let me know what you think!

 

Please reach out if you listen to the episode and let me know what you think. Drop me a line at blog@audioburst.com. If you enjoyed the podcast, be sure to check out the whole ten-part series, starting with episode one about the anti-vaccine movement.

Until next time folks!