Local Podcast SEO 101

Think about being the only plumbing podcast in New York City, or the only floral shop podcast in LAs Vegas, or the only wedding planning podcast in Toronto.

How to Optimize and Advertise a Location Based Podcast (and Why you should)

With location-based search optimization restaurants, mechanics, dentists, and plumbers can leverage their community and monopolize their local area for search. In the age of social media and podcasts, are you leveraging the power of audio in order to capitalize on location-specific content? In other words, podcast seo.

Regardless of your industry, SEO, and learning how to leverage your website’s content to rank higher on Google can be a very powerful and lucrative strategy. When you are the only landscaping service with any searchability in your general area you can quickly outclass the competition without having to spend an arm and a leg on ads. That being said, effective geolocated ads can increase traffic and also prove a great kick to your SEO strategy. In this article, I will expand on how to use both methods to increase an area-specific podcast.

The basics of any SEO strategy comes works by identifying 3 main things.

  1. Search Opportunity
  2. Content (including frequency and type)
  3. Authority of the content 

Search Opportunity

Just as each company has their very own value unique proposition, company web pages should also reflect that element of their brand for search queries. In other words, you don’t what the things that identify your website to be so general your website gets lost in the sheer volume of results generated by Google, be specific. You need to use words, keywords, to differentiate your website and business from your competition. This is why identifying the keyword’s volume of a search term in your area is so important as well as the amount of content that is covered by your competitors. 

If you run a dog grooming salon in Las Vegas and create content about clean dogs just like the other 6 shops within 5 square miles, you compete with all of them. However, if you can identify a common term that is not covered well enough or is unaccounted for in the general area you can capitalize on the search opportunity. There are a number of ways how to do this, sites such as SEMrush, and the like provide incredible insights into your company’s particular niche. 

Once you have identified search queries you can also run a Google ads campaign. These types of campaigns can be very effective, allowing you to appear higher up on the charts; and with paid search growing, this can be in your best interest. 

google podcast search
“plumbing podcast” search results.

On the other hand, creating a podcast that also touches on the same content you can also catapult yourself to the top of the lists as podcasts now appear higher than most ads and all-natural search results. Meaning you can ‘hack’ the system with a well-placed bit of content. This is the base level podcast SEO.

google podcast search results
“plumbing podcast” search results


Once you have identified the keyword opportunities for your industry and area, creating valuable content that drives traffic is the next step. If you decide to forgo a strictly ad-centric campaign and intent to use the organic search you can begin to create content. While there is a ton of things that go into creating good content for search, which is why you have such high-quality professionals/agencies like Big Leap and MOZ that focus on content and SEO in general. Here are a few good rules of thumb to keep in mind:

  1. Length – longer content tends to do better. 
  2. Updates – Regularly updated content tends to do better than one time posted content. However, it is better to update content regularly after a 6 month period letting the content mart a little bit.  
  3. Richness – This includes adding content that is more than just the written word. Examples include embedding video, adding images, podcasts & audio, and infographics. Which. Be careful though, you don’t want to overwhelm the audience either. Try to think of the content from the user’s perspective..
  4. Links – including links to reputable sources, other pages on your website, and related content is a great way of improving the interconnectedness of the internet. 
  5. Time – the longer something lives on a platform, and stay relevant, the more authoritative it can be. SEO is a long term strategy but pays dividends once things are rolling.

Basically, Google is looking to promote the most thorough content. So the more well prepared, regular, and well prepared the better it should perform over time. Within reason, of course. One of the main selling points for podcasts are that they are great for making regular, content via transcripts and show notes. Adding blog posts to this strategy combined with embedding the podcast audio and potentially a video is a great way to enrich your content and drive obvious backlinks. 

Authority & Return

Posting once on Instagram and expecting to become a Kardashian overnight is about the same as posting one fantastic blog post or podcast and expecting to become Tim Ferriss. You are not going to drive traffic by punting any part of your strategy, which is one of the reasons we argue not to let an intern do your podcast for you. Doing this will encourage people’s content to be targeted and directed to the right audience. Content tends to perform better over time, and you can write the best blog post ever and record the dopest podcast anyone’s ever heard, but if you can’t position the podcast and make sure the right people see it than what’s the point. 

Making sure your podcast RSS feed and ads are getting in front of the right people is what LaunchPod Media does best. From the SEO on your more traditional platforms like Google, to be the world leaders in Apple Podcasts / Spotify SEO we know how much it matters to do things right. Which is another reason we caution people, podcasters, and companies to make sure they are making the most of their awareness and content strategy? If not done well or correctly, you are never going to get the return. Which is why you’re doing a podcast in the first place right?!

Unique Podcast Advantages

With the growth of podcasts, the opportunity continues to grow (see the new Stitcher 2020 report below). Apple Podcasts has recently followed Google’s suit and made transcripts searchable, and podcast episodes and shows are individually ranked on Google search. This increase in search of audio has already impacted search and will continue to impact the medium. Which is why you want to jump on location-specific podcasts, particularly for content and authority.

The Stitcher Podcasting Report from Stitcher

As I mentioned in a previous article, from a single podcast you can make a TON of content. Moreover, you can use podcasts to make a single article extremely rich. In a single article, you can include an audio embedded player, YouTube video, parent-child pages, show notes, transcripts, and blog posts all from the same piece of content; all stemming from your podcast. You can then take that content and make very in-depth articles that have potentially high authority.

If you pair this high authoritative content and you match it with podcast growth and the gap in local search you may have a golden egg here in a couple of months.

The Golden Pig

There are currently just over 800,000 podcasts in circulation and more than 500,000,000 (and 1.5 BILLION websites) having podfaded. Compare that to the more than 500 million blogs. In sheer numbers, alone podcasts have a huge advantage to outrank other types of mediums currently ranked by Google. Combined with the fact that Google will soon be ranking podcasts alongside other search results (general search), podcasts are going to be a very unique value.

This power is compounded when you consider the opportunity of local search. Local search again cuts down on the competition for the keywords you are looking for, and if done in contrast with the locally-based podcasts (which there are very few) you create a value engine that can help catapult you to the top of the search results.

Think about being the only plumbing podcast in New York City, or the only floral shop podcast in LAs Vegas, or the only wedding planning podcast in Toronto.

This is the golden pig of podcasting SEO, particularly when combined with local search. Being the only podcast in a category is awesome, but being the only person in a category in your area is a marketing superpower. It’s like being the first blog in a category during the ’90s. Which if you kept that up for a number of years, it would be worth more than a pretty penny.

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