Manage episode 190166814 series 1316157
Podcasters tend to love their gadgets -
microphones (dynamic or condenser), digital recorders (Zoom H6 or the Tascam DP-006) - and more.
What we’re not typically very good at is learning and doing is the stuff that gets our podcast found by those who are looking for the things we talk about.
But if what you have to say is important enough for…
- You to say it, and
- Others to listen to what you have to say…
I’d say it’s worth you learning and doing the work to let them know it’s there.
Do you follow?
That means you’ve got to learn the strategies for show notes creation and titling of your podcast episodes that make them “findable.” One of the most powerful ways you can do that is by learning about the use of long tail keywords.
This episode is about that.Here’s a rough outline of this episode about using LONG TAIL KEYWORDS…
- [2:07] What IS a long tail keyword? Here’s an example for you...
- [5:57] Why optimizing your show notes pages for long tail keywords is important
- [9:19] There is a downside to a long tail keyword approach
- [13:19] Keyword research works - but it takes work. Are you willing to do it?
- [15:32] My terrible pun about the long and short of it on this long tail keyword episode
Don’t let the name throw you off. It’s not some kind of creature from Lord of The Rings.
Long Tail keywords mean a keyword that somebody may be searching for on Google, Bing, or Yahoo that is longer than a simple, one word keyword.
Here’s the example I use in this episode...
Home Based business = a typical keyword
Home based Business for Single Moms = a LONG TAIL KEYWORD
Do you see the difference? A long tail keyword is going to target a more SPECIFIC search, something more detailed and niched-in.
In this episode I give a bit more detail - so you should listen - but suffice it to say that when you use a long tail keyword you’re trying to appeal to a specific person, searching for a specific thing, because you have a specific thing to say about that specific thing.
Huh? It’s really not all that confusing, is it?
Real quick, before we move on to why long tail keywords are important, I should clarify…
Long tail keywords matter when applied to sites or pages where a typical search engine (bing, Google, Yahoo) can find the page.
So we are NOT talking about Apple Podcasts descriptions (formerly iTunes).
But we ARE talking about…
- The show notes page on your website
- The episode listing on your media host (it is what supplies the podcast apps in most cases)
- And even on Youtube if you’re repurposing your content there (and you should be - an episode on THAT is coming soon).
The real difference long tail keywords make for your podcast episode pages (show notes) is that they increase your ability to be shown higher in organic search rankings.
By drilling into the exact things people who are searching care about, relating to the things you’re talking about.
When you can rank in Google search for the topics people are ALREADY SEARCHING FOR… you’re going to find very interested, potentially rabid fans for your podcast.
But wait, there’s more…
There’s a lesson to be learned from Amazon (yes, Amazon) when it comes to long tail keywords.
Search Engine Guide says that Amazon makes 57% of their on-site sales from people who come on the and search using long tail keywords and phrases.
But you’re not selling anything… how does that relate to you?
You’re trying to build a subscriber list, aren’t you?
You’re trying to build a listenership, aren’t you?
So you ARE selling something - your podcast.
People searching for what you talk about are searching SPECIFICALLY for what you talk about. You’ve got to make sure you’re using the keyword phrases THEY are using to make it easy for them to find your podcast episodes.
A smaller number of people will find your posts overall - but you’re not trying to appeal to everyone, you’re trying to appeal to your specific audience.
Who cares if people interested in “Grooming long haired cats” find your page if you’re talking about “Breeding Chameleons” (like my friend, Bill Strand).
Your goal is to do everything you can - including the use of long tail keywords - to make sure your people are finding your page(s).
That’s how you’ll find your IDEAL LISTENER - and you’ll be more likely to get a subscriber as a result.
Conversions (fans/listeners) ALWAYS happen more from the use of long tail keywords. ALWAYS.The downside of using long tail keywords
The problem with being specific, as you have to be when using long tail keywords, is that you’re unable to be general.
Hang on a minute and follow the logic…
If you’re writing a show notes page about Getting Lost in Ultrarunning (like my friend Kyle did here), you’re probably going to cover the topic on an in-depth level, because ultrarunning is a specific, niched topic.
That means you’re not likely going to be able to do much more content on that topic - at least for a bit.
So you’ve got to make your best effort on THAT post, THAT one time. And continue improving THAT content as you can.
Should things change in the industry regarding ultrarunning - you could do another episode on the topic. But it’s likely going to be a while before you can.
So… niche topics mean limited opportunities to write about them. It’s just the way it is.
So you’ve got to get creative when it comes to niche topics like that… learn to use what I call “verticals” - related things that are not exactly the same thing.
So instead of doing a second episode about ultrarunning, you might do another episode about “An Amazing training regimen for ultrarunning.” (I know NOTHING about ultrarunning, so give me a break Kyle.)
See what I mean?How do you KNOW what people are searching for?
By learning how to do keyword research.
“Seriously! Are you telling me I’ve got to spend the time to learn how to do ANOTHER thing????!!!!”
Well… yeah. If you want your podcast episodes to be found by the people who can benefit from them.
OR, you can hire someone to learn it and do it for you.
I don’t really care how you get it done - you just need to get it done.
On this episode I explain how keyword research works and I even recommend a tool (an affiliate link in the resource links) that you can use to make it easier.
But in the end, you’ve got to do it.
It takes work - plain and simple.
But it’s necessary to make what you’re doing matter.
And you want it to matter, right?And what if you absolutely don’t want to do this?
That, among other reasons - is why my company exists - to help you get your message out effectively.
We don’t slack on this stuff. We do keyword research and focus on using long tail phrasing others in your niche are not targeting.
Because we want to make sure that if you’re taking the time to podcast, you’re reaching the people you’re trying to reach.
We can’t guarantee it will happen with every post we write, but we CAN guarantee that you’ll have a much greater chance of the people you’re trying to reach if you do so with proven methods that work WITH the search engines instead of against them.
- Article on Search Engine Guide that references Amazon’s observations about long tail
- Tool my team uses and I recommend - Keyword Finder: https://goo.gl/egvCQd (affiliate link)
92 episodes available. A new episode about every 12 days averaging 27 mins duration .