Most people in the digital marketing space know that there is value in providing transcriptions of podcasts done for digital marketing purposes. Through processes of machine learning it possible to make podcasts more searchable than ever. Search engines no longer have to rely on meta descriptions, instead the actual content of the podcast via MP3 or MP4 file can be analyzed and indexed.
Since Google’s announcement at I/O 2019 that podcast will now be indexed, there’s a greater domain ranking value to creating podcast than ever. By creating and publishing a transcript of your podcast, you give yourself a natural avenue for backlinks. Results for a podcast with a solid following were 15% increase organic traffic to the site, and a 50% uptick in some keywords they were also tracking.
How to Transcribe Your Podcast
First things first, download MP3 or MP4 or whatever you have, from your video, podcast, or your webinars whatever it is you’re marketing with. Use a transcription software, Temi or Otter.ai have both worked well for me. Otter.ai feels a little cleaner to me, but with either one you will need to edit to make sure all of your speaker transitions and text are accurate.
Then obviously you’re going to want to post this, ideally in sync with your source material. Usually just below where the video is posted, or as a description of the podcast works. You want it to be easily accessible, so that your audience can interact with the material however they want.
How to Optimize Your Podcast and Transcript Ecosystem.
Find out what keywords you want to rank for. You will want to use search volume research, then compile the proper keywords, and benchmark the keyword data. Maybe your website is already ranking for these keywords, maybe you’ll have new words that you want your transcribed post to be ranking for.
Knowing what your competitors are doing, so look at who is ranking for the same keywords that you’re going after. You can use this information to see who is winning the answer boxes, and featured snippets for the content that you’re trying to rank for.
Knowing where you need to rank is the first step towards ranking there. Create content if you need to. Make brand-new podcasts or videos with that theme in mind. If you can achieve it, just add to the content you already have. Don’t forget your older, evergreen content you can give it a real boost by adding a transcript.
Setting your content up in the appropriate format is only half the game obviously, you’ll still want to optimize the content on your site. Make sure you have the keywords you’re going for in your metadata, image alt tags, and H1 tags. Make sure you’re using the correct schema whether that’s for podcast, video, or blog post whatever schema will be helpful. Again with any new page you’ll page to make sure Google is crawling it, so go into the Search Console and have them index all your new and updated pages.
Google is Indexing Podcast, Why Does This Still Matter?
If Google is indexing podcast, why should you? They could transcribe your content on your site for you. What’s important is control of your content, and what’s going on your site. Plus it’s hard to overstate how important just having this content on your site organically is from the standpoint of accessibility. You really have to give your audience as many ways formats as possible to approach your content on their own terms. It should also go without saying that the more content the better, transcriptions are an easy form of extra content.