Search engine optimization for Audio Drama podcasts is a unique challenge for podcasters. That doesn’t mean it’s impossible. SEO for Audio Drama simply requires a little more work and attention to detail. With some inside information from Google’s latest update, a simple website, and good show note practices, audio drama podcasters can improve their podcast’s SEO.
Nonfiction podcasts tend to have titles aligned closely with their content. For example, it’s clear that Organic Life is about natural food and plants. What about a podcast like Unwell? The title’s not a happy thing on the surface. However, this audio drama podcast has earned critical acclaim and popularity. It doesn’t only rise to the top of search engine rankings because it’s compelling and expertly crafted. Unwell uses a minimalist and consistent promotion scheme. To show you how SEO for Audio Drama can have the most impact, I’ll use Unwell as an example and compare it to Organic Life.
Google’s New “Useful Content” Feature
Recently, Google announced they’re fine-tuning their algorithm to avoid clickbait sites. To be brief, they want to give higher ranks to “people-first content,” which makes more sense to humans than to search engines. Audio Drama podcasts fall into this category. This means that the content has:
- an intended audience out there looking for it specifically
- first-hand expertise and a depth of knowledge
- a purpose or focus
- content that helps people achieve their own goal
- Uses Google’s guidance for core updates and product reviews. This is long and detailed for this article’s purpose; to sum up, Google’s guidance is “be honest and quantify your claims.”
For a nonfiction podcast like Organic Life, Google’s guidance is obviously part of their content. People are always looking for information about nutrition and having a healthier diet. It’s not content that makes misleading claims about weight loss, immunity or anti-ageing. The podcast and website say what they mean and mean what they say.
Fiction is Truthful Without Being Factual
Fiction podcast websites can embody Google’s guidelines. However, since fiction is the lie through which we tell the truth, these guidelines need a different strategy. Does Unwell have…
- An intended audience out there looking for it specifically? Yes. It’s for people interested in midwestern gothic audio drama. The cast and crew are named throughout the site, so fans of specific artists can find them.
- First-hand expertise and a depth of knowledge? All good fiction does, even if the world in it doesn’t exist. Otherwise, people wouldn’t fight over Tolkien’s stories.
- Purpose or focus? “Midwestern Gothic Mystery” clarifies what kind of experience this is without giving away the story.
- Content that helps people achieve their own goals? It’s entertainment. The site provides information to help the user consume and enjoy the story and know who made it.
- Uses Google’s guidance for core updates and product reviews? While the world of Unwell doesn’t exist in the same way that mattresses and socks are real, the story isn’t the same kind of product to be sold.
Ethical product claims can exist in fiction podcasts and their websites. Jon Grilz of Creepy and Small Town Horror has made an art form out of fiction podcast ads too entertaining to skip , as did Wooden Overcoats for Bruno Sleep, without running afoul of the FTC. In both cases, the ads embroider on the overall narrative.
Google’s new algorithm is meant to help users avoid sites that use automated processes to feed clickbait links onto a page loaded with ads or exaggerated sales claims. Use your creativity to describe your fiction or audio drama podcast accurately.
Your Audio Drama Podcast website
Many podcasters hate to hear this because it’s extra work. A website is necessary for your audio drama podcast SEO. Google indexes many different kinds of content, but mainly, it indexes websites. This goes for any search engine: it’s their job to index websites. There are many other good reasons for your podcast to have a website. For the moment, though, we’ll solely talk about SEO for Audio Drama and making your podcast easier to find in a search engine.
Your Audio Drama Podcast’s RSS Feed
Google includes any podcast that has an RSS feed available on a website in Google Podcasts. Naked links aren’t very attractive, but people that use RSS feed readers like to be able to copy and paste them. Google’s prioritizing people-first content.
Page Titles, Headers, Post Titles, and More
Search engines also index different parts of a website differently. Page titles, headers, and post titles can help your podcast rank higher in search queries.
When a scientist classifies animals or plants, they do it by shared physical characteristics. They use a taxonomy. Google indexes website data using a similar process. Your Posts and Pages fit inside the website, and your headers indicate subsections of the Pages or Posts. This is where your Website Title, Page Titles, and Post Titles are helpful.
Here’s a screenshot of the Google search results for the audio drama podcast Unwell.
The pages within the website Unwell are like categories. The information Google shows first is right at the top or second from the top.
Whether someone is looking for a “fiction podcast” or a “Midwestern Gothic Mystery,” this website is clearly labelled and easy to find. People can easily discover this podcast website, whether they’re audio drama podcast enthusiasts or simply enjoy mysteries. Each page is like a nesting doll on the website, with its own clearly labelled information. The audience knows what they’re getting without spoilers.
“For Fans Of…”
No matter how original, experimental, and artistic your show is, there is an audience for it out in the world who is busy watching television. When people search for entertainment, people don’t type “something spooky set in a small town to enjoy on Saturday night” they type “Twin Peaks,” “Mare of Easttown,” or “mysteries on Netflix.” The human race is constantly pummeled with entertainment advertising. Make this work for you. SEO for Audio Drama can include a paragraph on your About page that tells us who this story is for and why they could need it.
For example, Silly Old Bear is a podcast based on the public domain stories from The House at Pooh Corner by A. A. Milne. Disney, however, has cornered the market on SEO for “Winnie The Pooh.” So, the About page includes, “It’s made as much for young children as their older siblings, and parents, and grandparents. If you grew up with these stories – or if you just want something cute, light-hearted, and fun to keep you company – this audio drama is for you!”
Not everyone is as invested in podcasts as people who listen to audio drama. We still have to bring them over. It doesn’t hurt to say that your show is “good for fans of” and then a list of three to five shows in a similar mood or genre.
Your Podcast Show Notes
When you buy food at a grocery store, the package has a list of ingredients and nutrition information. Upscale food products, however, will have marketing copy that gets you excited about buying it. Some have recipes or serving suggestions beyond the basic preparation instructions. Memories of the Nilla Wafer Pie recipe have done a lot for Nabisco.
Your show notes are the product label for each episode. The SEO for your Audio Drama should include a brief description of the episode’s plot, credit for the cast and crew, and a call to action with links.
Avoid Redundant Information
Loading your podcast title with search term content takes up space and makes it redundant. Keep that in your web page title. When people search in a podcast app, they know they’re looking for a podcast and what genre. Unwell is in the Fiction or Drama sections of podcast listening apps. It’s a mysterious title that piques curiosity. Unwell The Midwestern Mysterious Gothic Audio Drama Fiction Podcast is redundant.
Credit your cast and crew by name, not only on your website but also in your show notes. Google only shows the first few lines of the show notes. But, your cast and crew are named, the episode will come up in a Google search. This is really important when the star of your science fiction podcast goes on to other award-winning projects. People will look to find out what else they’ve done.
There are many different ways to make great show notes. On your website, a complementary blog post with the same information (or an expansion of it) will help the SEO for your audio drama. What’s most important is that your show notes are descriptive so that people can find what you’re making.
Show What Your Audio Drama Podcast Does For An Audience
Fiction satisfies emotional and intellectual needs. Google’s guidance and algorithms want to help users find something real. Audio Drama is an immersive, escapist, and educational experience. Creative SEO, an organized website, and straightforward show notes can help people escape reality and get immersed in your fiction.