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Doreen Brown is an optimisation expert and digital marketing specialist, who translates SEO geek-speak into plain English for businesses and marketing teams. Here, she explains how podcasting can be a great play – if you get your SEO right.
Don’t underestimate the humble podcast. 

On average, podcast listeners tune in to eight different shows per week, with 80% of them listening to all or most of each episode. Unlike other forms of digital content, podcasts offer a wide-reaching way to rapidly connect with your target audience on a more personal level. They could be driving, walking, or doing the laundry and can still access what you want to share from your mouth to their ears. 
Many CMOs I’ve worked with have dabbled in podcasts but have abandoned it after a season or were not seeing a healthy ROI as they don’t know how to leverage it.  
While you might feel like you’ve missed the podcasting wave, consider this: 82% of shows on Apple Podcasts are inactive. This creates a prime opportunity for you to step in and capture an already engaged audience eager for fresh, quality content that is dropped regularly – something SEO experts know works wonders. 

Listeners can become your best customers  
When people listen to your voice, there’s an intimacy that written content simply can’t replicate. This connection builds trust and loyalty among listeners, making your audience more likely to feel like they firstly know you, and then easily engage with your brand. 
The real magic happens when you leverage podcasts to enhance your SEO.  
Podcasts are my secret business development weapon 
Consider the example of a client who found my services through a simple Google search. Initially, this potential client was browsing and comparing various service providers. A podcast episode embedded on my website tipped the scales in my favour. 
As they listened, they gained valuable insights and developed a sense of familiarity and trust with me, something that a written blog post alone might not have achieved. Hearing my voice, understanding my thought process, and recognising my expertise made a significant impact. 
In less than an hour of tuning in,this would-be client felt more connected and confident in my abilities. They appreciated my nuanced perspectives and real-world examples, which resonated with their specific challenges. They reached out for a consultation, mentioning how the podcast clarified their decision. This example illustrates the untapped potential of podcasts in converting casual visitors into serious business prospects. 
Better leveraging makes all the SEO difference  
Australians are now the world’s most avid podcast listeners, meaning your potential customers are already tuning in so your marketing job is already half done. To fully harness the power of podcasts for enhancing your SEO, there are four key strategies that can help you connect with new audiences and broaden your organic reach. 
Website embedding works  
Start by embedding episodes on key pages on your website, including pillar pages. These are high-value pages that target broad topics and serve as central hubs from which you link to other related content.  
Links matter 
Use internal links to direct traffic from blog posts, landing pages, and other content to relevant podcast episodes. This enhances the user experience and helps search engines understand your site’s structure and content hierarchy. Creating a network of interconnected content helps guide visitors through a well-structured journey, encouraging deeper brand engagement. 

Don’t skip the FULL copy 
Providing complete transcriptions and detailed show notes for each episode can further boost your SEO. I’ve made transcriptions of my audio content accessible to search engines, allowing them to index and rank it. I’ve also utilised show notes, which can be optimised with keywords and include links to related content.  
Multiplier effect  
Turning that podcast – that one piece of content – into multiple assets that collectively enhance your online visibility. Promoting your podcast episodes on social media platforms like LinkedIn, Facebook, and Instagram using short snippets or teaser clips can intrigue your followers and drive traffic back to your website or podcast hosting platform.  
YouTube’s search engine capabilities also provide additional visibility for your content. This allowed my content to show up in relevant and recommended searches. 
Podcasts are not going anywhere. As the battle for digital visibility continues to rage, CMOs need to put their SEO goals first when they next dive into their podcast. After all, in the world of digital marketing, those who dare to innovate are the ones who lead the way. 
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Search Engine Land » SEO » Google’s next update coming soon, but don’t expect to recover lost traffic
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Google will release a new algorithm update “fairly soon.” However, many of the sites impacted negatively by previous updates should not expect to recover their lost traffic after the next update is released.
This news comes out of a Web Creator Summit Google hosted at the Googleplex for a dozen or so content creators whose Google search rankings declined over the past year or so.
Key points. Here’s a summary of takeaways shared by attendees of the Web Creator Summit:
Who attended. The event was attended by content creators and Google employees. There seem to be about a dozen or so people in attendance.
I know Danny Sullivan, Pandu Nayak, Elizabeth Tucker and other Google executives and engineers were there for all or part of the day. Mike Hardaker from Mountain Weekly News, Morgan McBride from Charleston Crafted, Rutledge Daugette from TechRaptor, William Barton who writes on apparel, Danny Ashton from HouseFresh were among the content creators (there were others I am not aware of).
What was said. Hardaker published a recap of the event on his personal blog (I Drank the Kool-Aid at the 2024 Google Web Creator Summit). McBride also posted some commentary from the event on X.
I summed up a lot of it on the Search Engine Roundtable, but with the caveat that I am quoting from quotes from an event I did not personally attend.
Here are some quotes that caught my eye:
Actual quotes from Googlers. Hardaker also published actual word-for-word quotes from Googlers at the event. Here those are:
More. Here are some posts on X from Morgan that I thought were interesting:
Leaving SFO and the google summit on the redeye with very mixed emotions (a thread) pic.twitter.com/FJud4icTM9
Danny is legit a nice guy and seems to really understand and care. How much power does he have? Enough to throw this event, which was a big get on his part in my opinion. pic.twitter.com/sHeDwyLYRs
The higher up employees don’t seem used to being challenged and did not know how to respond to our frank statements that their sloppy algorithm updates straight fucked a lot of businesses and individuals pic.twitter.com/CfgZ3oToxP
If you were hit by HCU & depend on google, MOVE ON.
They made it clear SOME of us MAY recover ONE DAY but all would not and who knows when it might be.
Build a product.
Get new traffic sources.
Get a job.
Google don’t currrr (once again, Danny is nice. Nice don’t pay my bills) pic.twitter.com/ZI2Ormk2BQ
Nope, Danny explicitly said that some content sites were doing just fine. We explained that peers who may or may not be worse quality than ourselves still
rank and they said yup!
More commentary. If you want to listen to Greg Finn and Mordy Oberstein and I rant on it, the first 8 minutes of this video we do just that.
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Podcasting continues to grow in popularity, driven by the availability of high-quality, low-cost audio recording equipment for creators as well as the convenience of streaming services for distribution and consumption. The power of podcasts as both an entertainment medium and a source of professional development has especially attracted digital marketing professionals, who find them a valuable source of insight into the unfolding landscape of modern marketing.
The podcasts typically follow specific themes or topics so listeners can easily identify content related to their own interests as well as stay current on trends and best practices in their field. For digital marketing professionals, there is no shortage of podcasts regularly offering cutting-edge advice.
From established industry veterans like Gary Vaynerchuk and Neil Patel to the many new voices sharing their experiences and expertise, these podcasts are packed with useful information about search engine optimization (SEO) strategies, social media management tactics, email marketing best practices and more.
Listening to digital marketing podcasts affords modern professionals direct access to current trends as well as insight into how their peers tackle challenges and create opportunities in an ever-evolving field. The strategies, best practices and even failures shared in the podcasts prepare marketers to make informed decisions about their own specific business or campaign.
By investing in professional development opportunities like podcasts, marketers ensure their continued relevance in a constantly changing digital landscape. Regularly seeking professional development also keeps digital marketing skills sharp. Savvy marketers, in fact, use podcasts to develop new strategies or adapt existing ones to meet their customers’ shifting demands.
Podcasts can also provide valuable information about emerging technologies, current customer preferences and marketing tactics. This knowledge can broadly shape a company’s overall digital marketing strategy or identify and pinpoint a specific audience more effectively. Furthermore, staying informed on industry topics through podcasts gives the keenest digital marketers an edge in recognizing trends before their competitors.
Listening to top digital marketing podcasts also provides a time-saving way for busy professionals to stay informed without searching websites or books. By becoming familiar with both well-known authorities and less experienced podcasters sharing their initial triumphs and setbacks, listeners gain a clearer understanding of digital marketing’s developing ideas over time.
The “Marketing School” podcast, hosted by Neil Patel and Eric Siu, publishes new episodes daily, making it a high-volume, high-value podcast for marketing professionals. These two industry leaders cover a wide range of topics, from SEO to content marketing, social media, latest technologies, industry trends and best practices. These bite-sized episodes with actionable marketing tips typically run under 10 minutes.

Marketing professionals, entrepreneurs, and small business owners looking to gain an edge and improve their knowledge of marketing will find content suitable for beginners and professionals. The podcast highlights both the tactics that lead to a set of results and the metrics those activities yield.
Find the “Marketing School” podcast on Apple Podcasts, Spotify and other major platforms.
Loren Baker, the founder of Search Engine Journal (SEJ), hosts this bi-weekly podcast covering a variety of topics in today’s digital marketing environment. The official podcast for the SEJ publication helps listeners consume written content on the site with the ease of digital accessibility. Topics includes organic search strategies and paid marketing efforts as well as other digital marketing strategies, such as email, social media and content.
Baker invites other industry experts in their fields to offer valuable insights from their own experiences during conversational, engaging 45- to 60-minute episodes. This podcast is tailored to a range of audiences, from experienced marketers to novices.
Find “The Search Engine Journal Show” on Apple Podcasts and Spotify.
Industry leader Seth Godin hosts the weekly Akimbo podcast. This podcast covers insights from his popular marketing blogs. Since the content comes from a former business executive and New York Times best-selling author, the knowledge he imparts in the roughly 30-minute episodes is substantial.
During the podcast, Godin tells stories about specific customers, businesses or moments that marketers encounter, making the content relatable to most listeners. Though the podcast is tailored more toward business owners and entrepreneurs, marketers will find value in the stories that explain the day-to-day challenges of the business.
Find the “Akimbo” podcast on Apple Podcasts and Spotify.
Created by the Content Marketing Institute, “This Old Marketing” is hosted by content and marketing experts Joe Pulizzi and Robert Rose. Their dynamic makes for an enjoyable listen. While it leans heavily into content marketing strategies, the podcast also includes the latest digital marketing news and updates. These conversations often lead to predictions of coming trends, including how to remain nimble in the quickly changing digital landscape.
These episodes range from 30 to 60 minutes and are published weekly to assist professionals with attracting and retaining customers.
Find “This Old Marketing” on Spotify and Apple Podcasts.
A former winner of the Content Marketing Awards for best Podcast and Audio Series, “Social Pros Podcast” has been in circulation for more than 10 years. With three hosts — Anna Hrach, Daniel Lemin and Erika Lovegreen — this podcast spotlights social media strategies and best practices. It dives deep into its impact on growing awareness for a business and engagement with and from an audience.
Each episode features insights from top social media professionals at companies around the world. The interview-style format highlights how to operate and measure the success of social media programs while also providing useful strategies for listeners to immediately implement.
Find “Social Pros Podcast” on Apple Podcasts and Spotify.
Listeners enjoy “Digital Marketing Podcast” episodes hosted by Ciaran Rodger and Daniel Rowles. Content ranges from the latest digital marketing news, trends, tools and leadership strategies to interviews with experts in the industry. Specific topics include multi-channel marketing and way marketers can use alternative channels to open new sales funnels.
With more than 300 episodes and counting, the podcast rarely passes 30 minutes and targets e-commerce business leaders, content producers and any listener seeking good discussions about marketing.
Find “Digital Marketing Podcast” on Spotify, Apple Podcasts, Google Podcasts and YouTube.
Entrepreneur and business leader Amy Porterfield hosts this bi-weekly podcast, which promises to turn “inspiration into action one conversation at a time.” The podcast covers a wide range of topics from increasing sales conversions to creating valuable content, addressing social media issues, building email lists and using webinars to engage target customers.
Episodes often include other digital marketing experts, so both B2B and B2C marketers gain insights from respected members of the industry. These episodes are all less than 60 minutes and often feature actionable plans for immediate day-to-day trial.
Find “Online Marketing Made Easy” on Apple Podcasts, Spotify, Stitcher, Amazon Music and Google Podcasts.
While many of these podcasts cover a wide range of topics, in “Paid Search Podcast,” hosts Chris Schaeffer and Jason Rothman put their focus specifically on SEO and Google Ads. This podcast covers updates to search engine algorithms and explores new techniques to rank higher on search engine results pages. The podcast also looks closely at optimizing paid traffic while exploring effective business strategies.
Business owners, agencies, pay-per-click freelancers and marketing professionals are the target audience for this weekly podcast, with episodes ranging from 30 to 60 minutes. The hosts also offer the podcast in video format for those who prefer to implement the practical advice they’re watching.
Find “Paid Search Podcast” on Apple Podcasts, Spotify and Google Podcasts.
“The Email Marketing Show” strictly covers email marketing strategies while avoiding traditional straightforward business discussions. Hosts Rob and Kennedy aren’t typical marketers. Their fun and psychological approach to building effective email campaigns engages their target audience with humor. The podcast also provides practical tips for email marketers and discusses email’s continued status as a top revenue generator for any business.
This weekly podcast dives deeper into helping marketers find their voice, build stronger relationships with recipients and write emails people genuinely want to receive.
Find “The Email Marketing Show” podcast on Spotify, Apple Podcasts and Google Podcasts.
Host Joe Pulizzi takes another spot on this list with “Content Inc.” from the Content Marketing Institute. When it comes to creating content that builds a loyal audience, Pulizzi — the “godfather of content marketing” — has insights entrepreneurs and startups may find useful, including his belief in building an audience rather than leading with the product.
This weekly podcast’s episodes are often 5 to 15 minutes. Pulizzi discusses goal setting and channel identification to reach a target audience, providing listeners with wisdom to plan, build and implement impactful content strategies as a content entrepreneur.
Find “Content Inc.” on Spotify, Apple Podcasts, Google Podcasts, Overcast and Castro.
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The 14 Best Business Podcasts Right Now  Small Business Trends
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In an age dominated by digital content, law firms are breaking free from traditional marketing methods and increasingly turning to alternative avenues to connect with their audience – and two standout mediums taking the forefront are: podcast and video. These platforms offer a unique and effective way for law firms to humanize their brand, disseminate information, optimize SEO efforts, and establish themselves as thought leaders in the legal industry.
Podcasts and video bring a refreshing human element to the often formal and intimidating world of law. By showcasing the faces and voices behind the legal expertise, law firms can bridge the gap between professional services and personal connection. Through conversational tones and visual cues, these mediums allow firms to present a relatable and approachable image, fostering trust and a deeper connection with their audience and potential clients.
In a world where time is of the essence, podcasts and videos provide a concise and engaging means of communication. Legal concepts and information can be conveyed quickly and effectively, helping potential clients grasp complex topics. These mediums also allow law firms to cater to a broader audience’s preference for bite-sized, easily digestible content.
Beyond legal expertise, clients want to connect with the people behind a brand. Podcasts and videos offer a window into the personalities, values, and ethos of a law firm, as well as allow legal professionals to connect with their audience on a more personal level. By putting a face and voice to your firm, clients can develop a sense of trust and familiarity – crucial elements in a field where the stakes are often high (and personal).
Lawyers are known for their demanding schedules. Podcasts and videos provide a time-efficient way to disseminate information without the need for lengthy written content. These media formats also save your clients time, since content can be consumed either while commuting, exercising, or during other activities – without disrupting their daily routines.
Becoming a thought leader in the legal industry requires more than traditional marketing efforts. Podcasts and videos provide an ideal platform for lawyers and law firms to share insights, discuss trends, provide expert commentary, and deliver valuable information to showcase their expertise and establish credibility within their niche. This not only attracts potential clients but also enhances the firm’s reputation within the legal community.
In an era where AI tools and models can generate vast amounts of content, authenticity becomes essential in your marketing efforts. Podcasts and videos allow law firms to break through the noise and deliver authentic, unscripted content. Genuine conversations, spontaneous discussions, and the ability to react in real-time create a level of authenticity that resonates with audiences, setting law firms apart in a crowded digital landscape.
In addition to their humanizing effects, podcasts and videos wield a subtle yet impactful influence on a law firm’s SEO efforts. Search engines increasingly prioritize multimedia content, and by incorporating podcasts and videos into your digital strategy, you can optimize your online presence. 
Moreover, sharing this engaging content across various platforms not only broadens your audience reach, but also contributes to backlinking and social signals, crucial factors that search engines consider when ranking websites. In an era where online presence is paramount, podcasts and videos emerge not only as a conduit for authentic communication, but as potent tools to ascend the ranks of digital visibility and reinforce a law firm’s standing in the competitive legal landscape.
In the dynamic landscape of legal marketing, podcasts and videos emerge as powerful tools for law firms to connect with their clients on a more personal level. By embracing these mediums, law firms can convey expertise, build trust, and stand out in an era where authenticity holds unparalleled value. In the realm of legal marketing, the human touch is proving to be the most compelling element of all.

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By Yoona, Lee
Oct 30, 2024

lyn@sportschosun.com
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