More and more companies are getting into podcasts, and now according to a report by Social Media Today, Google has announced it will start highlighting links to relevant podcasts in search results.
This is the official statement from Google:
|"Starting today, when you're searching for a podcast about a topic on Google - such as "podcasts about Awkwafina" or "Instant Pot recipe podcasts" - we'll show you playable episodes in Search results alongside web pages, news, images and videos. We'll surface these episodes based on Google's understanding of what's being talked about on a podcast so that you can find even more relevant information about a topic in audio form."|
For Marketers & Personal Brands, is it Time to Start Podcasting?
That could improve podcast discovery massively. It's not yet clear how accurate Google's methods are, but one thing is for sure - they will only improve. That could open up podcasts as an even more valuable asset with regard to SEO. Google also says that in the near future, users won't even need to specify the term "podcast" in their queries. Episodes will appear based on query relevance.
If you have a personal brand and you've overlooked podcasts up until now - it might be time for you to reconsider. Podcast listening is on the rise and coupled with more Google power, that makes them a viable medium - especially when it comes to niche interests.
An amazing 124 million Americans are listening to podcasts routinely in 2019. That type of figure represents a huge number of potentially highly engaged consumers. Adding in the informative capacity of podcasts and the scope to raise brand awareness only makes the medium more attractive as a promotional tool.
Google also intend to use notes which are designed to help podcasters attract increased numbers of listeners. There will be an option for publishers and brands to highlight podcasts which can even be limited to a purchase or a subscription.
What do you guys think about this new feature? Do you think the podcasting niche will have a huge growth with SEO being a factor in driving traffic now?