During the 2020 Google I / O developer conference, Google CEO Sundar Pichai announced that Google will add podcasts to search results. This is good news not only for the podcast industry but also for marketers, SEO professionals, and content creators.
The announcement was made over a year ago and is part of a multifaceted approach to address ongoing podcasting issues.
A brief history of Google’s investments in podcasting
In 2018, Google announced its podcast ambitions in a series of posts about how it makes a hamburger with world-class content. Google’s head of podcast products, Zach Reneau-Wedeen, wrote about the company’s ambitious goal of doubling its global podcast audience and its intention to integrate podcasts across all Google products.
In addition to these articles, Google launched three main initiatives to address three problems in podcasting: attracting new listeners, attracting new content creators, and driving better discoveries. These initiatives were as follows:
- Create a special Google podcast program
- Presentation of the content of the podcast in the search results
- Partnership with PRX for Google Podcast Creator
Google Podcast update overview
The first question for SEO professionals is: what data does Google track? Google has been indexing podcast names and perhaps the program description for years – the SEO equivalent of just the title of a blog post.
Earlier this year, the Google podcast app started transcribing all of the podcast content. This is not a small result: it greatly improves the data and, therefore, the quality of the research. Google analyzes what podcasts are, as well as the content of each episode.
How adding Google podcasts will affect your SEO strategy
When it comes to SEO, space on the first page of Google’s search results is limited. HubSpot’s SEO strategist, Aja Frost, explains what adding podcasts would mean: “This will definitely have an impact on SEO. Search is a zero-sum game – there is a certain amount of space in the SERP, so each new resource search query, such as a carousel podcast, means that there is less space for traditional blue links. ”
The people who will benefit immediately are the people who have accumulated years of podcast content with easy-to-search topics and clear titles. As Google adds podcast content to search results, the top winners are those with a large library of content to search. Gary Vaynerchuk, for example, has been podcasting for years; he produced more than 300 episodes and received more than 10,000 reviews.
How the content of the research podcast changes
If you read the reactions of people in the podcast industry, it looks like there are no downsides to adding audio content to the recording. However, many of the longtime guardians of podcasting will suddenly wake up.
Research is one of the most important elements of real estate marketing for companies. As research is a zero-sum game, companies will fight for this space. Many companies use SEO teams to systematically target regions for keywords and develop podcasts accordingly. To optimize search queries, specialized podcasters with a focus on research will challenge media standards.
Podcasts outside the top 100 lists and oral recommendations may be discovered soon. This development will radically change the environment. The present moment will be seen as a rising tide lifting all boats or a giant wave pushing podcasting into corporate waters.