In 2019, Google began rolling out what is arguably one of the most significant changes to its search engine since the introduction of dedicated video carousels in June 2018, or the introduction of featured snippets in October 2017: Google has begun to ad podcasts to search results.
Every minor tweak to the search algorithm can have marketers scrambling to understand how they can take advantage of this shift — or, for the more pessimistic, how to avoid getting pushed to the dreaded page two of search results.
Adding the podcast to search results is going to affect content creators, SEO specialists, marketers, and perhaps most importantly, it will also likely have a major impact on podcasts.
In this post, we’ll explore how to take advantage of the advent of audio SEO. Then we’ll dive into how you can create high-quality audio from home, if you’re creating a podcast remotely.
But before we dive into how marketers can create SEO-friendly audio content, let’s look at the primary problem Google is solving by indexing all podcast content.
The History of Podcasts Discoverability Problem
If you do any reading on the podcast industry, you will find endless articles lamenting “the discoverability problem” of podcasts.
When people talk about the discoverability problem they’re not referring to being able to find a podcast they’ve already heard of — instead, they’re talking about how difficult it is to discover new, unheard-of shows.
For the majority of podcasting, there has…