When it comes to podcast strategies to grow your podcast, one strategy that often gets overlooked (because it takes time) is Search Engine Optimization (SEO). Now people are starting to market a "New" thing known as PSO (Podcast Search Optimization).
Podcast Search Optimization VS Search Engine Optimization
So what is the difference? In reality not much. Tools like Podseo and PSO and Ausha show you information on how often keywords are being search in Apple and Spotify (and others). SEO tools show what people are searching for in Google and other places (YouTube, TikTok, and more).
So THE question is, do people search differently in a Podcast App vs how they search Google? For me, I don't think so. I might just type a keyword "Podcasting Best Practices" where in Google I would type "Podcasting Best Practices Podcast."
Keyword Research Boils Dow To This
Find a keyword that has a fair number of people searching for (somewhere between 20-100 searches), and see how much competition it has. Instead of trying to score for a really popular keyword, score multiple times with less popular (but still be sought after) key words with less competition. Mom said "Don't go play in traffic," but that's what you need to do - but no on the free way.
What is Your Domain Authority?
SEMRush (a great suite of tools) has a domain authority checker.
Tools To Boost Your Podcast SEO on the Web
Free Keyword Tool (That Sucks IMHO)
https://www.wordstream.com/keywords
Google Keyword Tool (Inside of Adsense Account)
https://ads.google.com
Go to Tools > Planning > Keyword Planner (Free and unlimited use)
Keywords Everywhere
Extension for Chrome and Firefox $7/month. Helps you measure traffic and competition for keywords.
https://keywordseverywhere.com/
Also Asked (see what people are asking)
1 Free search a Day or $12/month
https://alsoasked.com/
Answer Socrates
3 searches a day
$15/month gets you 100 searches a month
https://answersocrates.com
Ubsersuggest
Shows key word competition and more. It's a suite of tools to help find keywords, and write articles.$29/month.$290 Lifetime (credits thanks to AI)
https://ubersuggest.com
SERanking
A full suite of tools that helps you create content, competitor comparisons and more. $129/month
https://www.sewranking.com
SEMRUSH
Consider by many people to be "THE" suite of SEO tools (especially finding tools that your competitor is not using, and you should). $139/month
https://www.semrush.com
Page Audit Chrome Extension
A chrome extension that shows all sorts of information about a page so you can then write a similar page that will rank better.
Chrome Extension
Two Tools Dedicated For Podcast SEO
While I'm not sure there is much difference between SEO and PSO, there two tools dedicated for podcasts.
PSO from Ausha
This tool has some nice features, but it also left me frustrated. If you give me seven days to test the tool, give me access to ALL OF IT. I mean every marketer knows that you give it to the customer and let them "get hooked" so when their trial is over they will purchase.
I couldn't do that as much of the tools spotlighted required me to upgrade. Boo.
That being said it does show how much a keyword is searched for (not as specific as some tools for web seo). It also shows you how hard to competition is.
Keep in mind that you need to give your dashboard 24 hours to show some statistics in your dashboard.
Ausha PSO (affiliate)
PodSEO
This is from Andrea De Marsi (Co-founder of Spreaker) and Francesco Baschieri (Co-founder of Spreaker) and it has a similar feature set to the ausha tool.
You can save 10% using the coupon schoolofpodcasting. (affiliate)
I thought it was very cool that Podseo alerted me to the mistake that I had accidentally listed my show twice in Spotify (I moved from Libsyn to Captivate - nuff said).
It has some cool episode planners, and is cheaper than Ausha PSO. Their AI tools looks at your episodes and recommend future ideas and then helps you plan them, and has a calendar showing when the episodes were released.
They also can send you daily updates on your rankings or your competition.
Check it out at podseo.com and use the coupon schoolofpodcasting to save 10%
Because of My Podcast: Paul Colligan
Paul is a huge theater nerd, and loves the musical Chess. There was a version that was awful, but never got to see it. Then he let a library in NYC know he was a podcaster. Then he got access to videos that the public hasn't seen - because he had a podcast. Check out Paul at https://podcastpartnership.com/
Other Items Mentioned
Turn AI Into Your Personal Podcast Analyst! on Buzzcast
SEO for People Who Don't Like SEO Podcast
Podpage - Websites for Podcasters
Captivate - AI Tools Help You Choose Episode Topics
Oura Ring - Body Measurement via a Ring
Just One Tip Podcast
Big Lash Energy Episode 201
Big Lash Interview on Last Week's Episode
This content may contain affiliate links, meaning I earn a small commission if you purchase through these links at no additional cost to you. I only recommend products or services I trust and believe will provide value to you. Thank you for your support!
Mentioned in this episode:
Question of the Month: The Smallest Amount of Downloads
We all want a bigger audience. We all put a lot of work into our shows. With this in mind, what is the smallest amount of downloads you would do the show for? If it drops below a number would you stop, or put effort into finding out why?
Does the size of your audience matter?
Go to schoolofpodcasting.com/question by August 28th (and don't forget to say a little bit about your show and your website address so I can link to it in the notes)
School of Podcasting
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