Google is finally cleaning up its product portfolio and merging services that just make sense to merge.
YouTube is embracing its position as the most-used podcast platform, though unintentional by YouTube, by launching a dedicated podcast page.tarted to roll out since July:
The podcast page doesn't do much right now. It shows "Popular Episodes" and "Popular Podcast Playlists" for random shows. Clicking through still only gives you the normal YouTube interface. This is all part of a slow rollout plan, which looks like a major push into podcasts from Google's media brand.
YouTube Podcasts isn’t an official branding, at least just yet. Instead, it is more of a simple sub-page for YouTube itself, without an explicit mention that it’s supposed to be something else. This could change as the service is rolled out, but for now, the experience is rudimentary.out of the search division in:
The page is not nearly as sophisticated as rival podcast platforms, but that may not matter all that much. A study by Cumulus in May found that YouTube is already outperforming Apple Podcasts and Spotify, thanks to the rise of video podcasts and ease of use, so maybe it is smarter to stick to the format audiences already know.
YouTube doesn’t really need to own podcasting, but the page is an indication that the company may put more resources into it anyway.
As the lines between podcasting and YouTube blur, any step the company takes toward consolidating listening could pose a challenge for competitors Spotify and Apple Podcasts. But an opportunity for podcasters.
So what does this mean for podcasters today? We think it means podcasters need to be ready to know how YouTube works for search, and be prepared for this platform to be a great tool to brand and market your business podcasts.
High-ranking video content allows your branded content to appear in video search results, reach the right audience, and convert users into either YouTube subscribers or paying customers, depending on your business podcast goals.
YouTube is the largest search engine out there, so we might as well make it work in our favor! We have done some research for you and our clients, and we are breaking it down into 8 tips for YouTube SEO.
1. Keyword Research
Make sure you are keeping the podcast brand’s content strategy top of mind.
Type starter words into both YouTube search bar and Google search bar. This allows the platforms to show you most-searched topics
Use Google Keyword Planner to find keyword volumes and related long-tail phrases to utilize for SEO
Find “question” keywords Check out this cool Ubersuggest tool from Neil Patel
2. Optimize Your Podcast Episode Titles for Discoverability
Remember the following tips as you are writing or refreshing your podcast episode titles:
The video title should be descriptive and provide context
The thumbnail headline should be easy to read and crystal clear
Create consistent naming ideas for videos in your podcast channel or podcast series
Remember, your original file name can be written so that Google crawls it for relevance
3. Use common search phrases for discovery and naming
Using natural search language for video titles and descriptions will enhance discoverability for new audiences. For example, if appropriate, use terms like “how to” or “tips for.”
4. Write Smart Video Descriptions
Your main keyword should be in the first sentence in the visible area, not where it can only be seen after clicking the “Show More” link.
Use the rest of the text, what shows up once they click “Show More,” for extra information like time stamps of pertinent content, what your channel’s about, social links, etc.
Add more key information about your channel, related videos, and even links to social networks or your website so viewers can learn more.
Create a default description that auto-populates key channel information in all of your videos.
Be sure each video has a unique description. This makes it easier to find through search. And it helps it stand out from similar videos.
5. Use Both Tags and Hashtags
YouTube searchers will use hashtags when looking for content. So relevant, keyword-rich content can help users find your videos. And for SEO purposes, hashtags help YouTube better understand your podcast video content as it’s crawling the content.
Hashtags are shown in two places on a YouTube video page. Above the video’s title or inside of the video description box.
Tags are a piece of metadata just like your podcast episode title and descriptions. Your targeted tags are an opportunity to give YouTube and Google information about your video’s category, topic, and more.
6. Use SRT Files or Closed Captioning for YouTube SEO
YouTube does support automatic captioning, but it’s not perfect. You can either edit those automatic captions, or you can add your own SRT files.
Closed captions have an unexpected SEO benefit as well: they are crawlable by search engines.
Closed captions are also critical for those watching with sound off to ensure key points are communicated. How many times have you caught yourself watching a video but really reading the closed captions?!
7. Strong content is key to YouTube SEO for podcasts
If viewers don’t like the podcast content you are creating, then there is no way YouTube is going to keep serving it up to new users. Audience retention is a huge factor for ranking in YouTube’s algorithm.
8. Engage and Encourage Interaction with your YouTube audience
Content with a high number of likes and comments volume, as well as engagement from the creator, tells YouTube that the content is valuable and trending. Additionally, creating interlinking of your previous podcast videos keeps viewers on YouTube (which YouTube loves) and keeps audiences engaged with your content (which you will love). You can do this by creating thumbnails and end cards.
Your YouTube SEO Optimization Checklist
Complete your keyword research
Optimize all titles for discoverability, including playlist/section titles and video titles
Use common search phrases to name videos, video descriptions and playlists/featured sections
Write smart video descriptions by using search-friendly keywords, adding links and next steps, plus making sure each video has a unique description
Use closed captioning or upload SRT files
Use hashtags and tags on every video
Create strong content
Engage with your audience
Podcasting is a MARATHON, not a sprint. Be patient, take action and apply yourself.
Let’s talk about what podcasting can do for your business in the next 12-months. Whether you’re B2C or B2B, we can create a content marketing strategy that will work for you.
Connect with me if you would like to talk more about this. My calendar is available on my Circle270Media Podcast Consultants business website at circle270media.com
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