How The New Google Podcast Strategy Could Double Your Audience

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Google has launched a revolutionary new podcasting strategy that will change how people find and listen to shows. There’s now a fully-fledged podcast experience, with subscriptions, a ‘top podcasts’ list, and personalised recommendations already installed on most Android phones.

The new Google strategy combines all the features you’d expect from an app but integrated with Google Search and Google Assistant.  Within the last few weeks, podcasts have begun to be listed within Google search on Android devices. Rumour has it that this will be rolling out to Apple devices shortly.

Google Search

Alongside the text, image and video results that normally show up, podcasts will now be visible as well. Clicking on a podcast launches it in Google’s own podcast app, which is part of the Google app. Whilst the app is basic, new features are rolling out all the time.

This is really big news. In the UK, Google has a 93% market share of all search. Ranking within Google search involves implementing audio SEO techniques.

Another great way to achieve visibility on Google is via optimised show notes.  Optimised show notes have a far better chance of ranking in Google search.

Website optimisation is crucial so that a podcast ranks when people search for podcast specific keywords. So now more than ever it’s essential that podcasters invest in SEO to promote their podcast and be visible on Google Search.

Google Assistant

The app is also tightly linked to Google Assistant, which is Google’s rival to Amazon’s Alexa and Apple’s Siri.  Google Assistant is becoming big news and is integrated fully within Google’s smart speaker range as well as billions of smartphones and other third-party products. Google’s smart speakers outsold Amazon’s Echo speakers in the first quarter of 2018.

Ask Google Assistant to play you a certain podcast, and it will.  Ask Google Assistant to play you a certain type of podcast, such as one on politics, and it will be based on how well the podcast is optimised for Google using the aforementioned audio SEO techniques.

“Our team’s mission is to help double the amount of podcast listening in the world over the next couple of years,” says Google Podcasts Product Manager Zack Reneau-Wedeen.

So with double the amount of listeners and new technology from Google, now is the time to evaluate your podcast promotion strategy to ensure you are going to be found by potential listeners.

If you want to talk about any of the new Google podcast strategy features, please get in touch with Effective.FM.

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