In recent years, more and more of podcasts have started to be talked about. The podcast boom has been settled by several elements. First, the success of some podcasts had a so-called effect that made the audience more receptive. Second, the conditions in which those contents were launched (both in terms of sound and in terms of the speed of connection to the network) were much better than those that existed when they tried to set in the market the principles of the net. Therefore, the conditions created were very close to being the ‘perfect storm’ and podcasts became trendy.
For companies and brands, the podcast also became a potential tool for their advertising and marketing strategies. In the first field, advertising investment in podcasts was increasing and the industry began to receive more and more money. The advertising ROI of the podcasts was also quite high, or so the first studies said, which made the interest even more increasing. In the second, marketers began to integrate podcasts into other elements of their marketing strategy. For example, they became one more piece in content marketing.
But, despite this growing weight of podcasts and their recurring presence, is all their potential in the marketing strategy already exploited? Or are there still windows of opportunity from which brands and companies can extract great returns and benefits? According to the analyzes, the situation oscillates rather in the second direction. Brands and companies can still get a lot out of podcasts, which can become the next golden opportunity for the SEO strategy.
Companies and brands are always looking for new opportunities to position themselves in search results and to reach consumers in the most efficient – and most organic – way possible. The fact that mobile devices are increasingly present in the day to day of consumers has opened many new doors, as more and more searches in those terminals. We look for everything and we consult everything with Google and its tools.
Therefore, finding opportunities to be one of the elements that appear in those answers has become crucial, making everyone want to take advantage of opportunities. And in this area of new opportunities to conquer are podcasts, which are not only a window for advertising or valuable content to round up the marketing strategy but also a new crucial element for the SEO strategy.
The podcast, the new golden opportunity?
Why does this happen? The key lies in what Google CEO Sundar Pichai announced at the last developer conference, the Google I / O. In it, Pichai pointed out that Google is going to start adding podcasts to the search results it offers on a regular basis to its users. That is, in the middle of the general search results, there will also be podcasts. This will suppose, as they indicate in an analysis of MarketingProfs, a change for the creators of contents, for the marketeros and, of course, for the people in charge of SEO. Google will not only make podcasts easy to find in your specialized app, but also in your general searches of the network.
“This will clearly have an impact on SEO,” said Aja Frost, SEO strategist at Hubspot, adding, “the search is a ‘zero sum’ game.” That is, the space for results is what it is and the inclusion of more content will only move what is shown. Podcasts will have to fight to enter the highlighted results of the first page (the most desired) but those who are there will have to fight to stay in them.
The great beneficiaries of the change will be those who have been making podcasts for a long time and who have established their reputation as creators of those contents. The brands and companies that knew how to see where the market went before the others and captured the potential opportunity, will now be blessed by an addition, such as being able to aspire to position their content better in Google.
How things will change
Even so, all players will have to learn the new rules of the game and what is important when doing SEO with a podcast. This is still something difficult to understand and to envision, because these results are not yet being seen. Experts believe, however, that from now on it will be important that the titles of the podcasts and the programs are adjusted to the keywords, that these are very present in the descriptions of the contents and that those responsible for the podcast use them. in its intros.
It is also likely to start betting on shorter content to increase the chances of being indexed efficiently.