How Blog Creation Benefits Your Podcast's Long-Term Residual Value?

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Hey everyone, welcome to Feed you'd brand. I'm Tom Hazard, your host and today I want to talk about the long term value of blog posts for your podcast episodes and I have some examples I'm going to share just to show you how long term that value is. And I also have some new data from Google to back up part of what I already know and we at Poditize have been talking about for many years. But there's some very new relevant data from Google that is very helpful. It's going to be of interest to all of you. We'll share that. I will talk about it. Those of you listening, there are some really cool visuals that I'm doing the video version. So you may want to check out the blog post@Potatoise.com for this feed your brand episode. Again, long term residual value the residual value of blog posts the whole idea here is that we don't just create blog posts for a podcast for the sake of creating blog posts. There is a real purpose and a good reason why you would put that effort into doing yourself or you would pay someone else to do it when to share those good reasons why.

So I have a couple examples and I'm going to use ourselves as an example. I also have another longtime client's website I'm going to use as an example and this is all public of the available information, nothing that is proprietary. So for those of you that may be new to podcasting, you absolutely want to pay attention to this and you're going to learn something today that if you leave your audio show just as an audio show out there in all the listening apps, you are leaving opportunity on the table. So let me share that. Back in May of 2018, Tracy and I already knew this feed your brand existed as a podcast. We were publishing episodes back then and really this issue of the long term residual value of blog posts, which we weren't talking about it that way at that time, it was really a big differentiator for what we do as a company, the service we provide and what we are sharing freely on our podcast with all podcasters out There it's the big differentiator. It makes a difference between getting every ounce of value out of your show and not. And one of those things that we were talking about at that time, again, May 2018, that's more than four and a half years ago, we were talking about website platforms and how in that episode, the website platform, or what's called the content management system, the CMS you build your website on. And what I'm talking about, you've heard names like Squarespace, Wix, WordPress and a CMS is a content management system for the platform your website is built on. And what we knew is that some like WIX are, you know, or weebly are really bad for SEO. And you're not going to set the world on fire and be found by people that you don't know, people that you haven't told. You have a podcast, right? You want to be found by people that don't know you yet. And through your website is the best way to do that. But if you have a weebly, a WIX type of website, they make it easy to build a website that even is very good looking. But Google, they're not in alignment with Squarespace is a little better. Still not ideal. It will work to an extent. But the best platform and we were talking about in that episode was WordPress. So we created this podcast episode called the Best and worst Podcast Websites. The idea was we're talking about the platform of podcast websites that we recommend you build websites on and talking about the best ones and the worst ones. Well, so we published this episode, I think it was May 16th. I'm going to show you in a moment here in the video of 2018 and within about 11 hours of publishing it. We usually publish at 3am Pacific time our podcast within about 11 hours. So by like I think it was 1pm or 2pm in the afternoon that same day, our blog post for the episode was coming up on the very first page of Google search for three different terms, Best Podcast Websites and Worst podcast websites. So in preparation for talking about the long term residual value of blog posts today, I did a little research. I went back and said, gee, I remember that episode we did. And I didn't remember when it was. I had to look it up and then I found it was in May of 2018. I was like, I wonder where we rank today. And so I searched best podcast websites and yeah, we were there, but we were down now, no longer on page one, somewhere on page two. And then podcast websites sort of similar. I then looked up when I typed in worst podcast websites. And here's where those of you watching the video are in for a treat. This is a screen capture I just took today of worst podcast websites. I searched on it on Google and you can see that our blog post on poditize.com, which is our podcast website, is the number one organic item. In fact, there's nobody actually putting an ad out. I guess the keyword worst podcast websites. For whatever reason, somebody's decided not to advertise. So there's no ads, there's no pay per click on that. But look at. There are over 102 million search results for the term worst podcast websites. Poditize. This blog post that I'm going to show you in a minute is the number one blog post, the number one organic search result for that term. That's a blog that's four and a half years old. May 16, 2018. There's some long term residual value, and this is why blog creation benefits your podcast long term residual value. Long as you're going to keep podcasting. But I'm even going to show you examples where if you pause podcasting, those blogs still have residual value even if you're no longer podcasting. So we're getting people coming to our website who are typing in worst podcast websites and they get to our blog. And our blog is about the best and the worst podcast websites. So this is the actual blog on poditize.com today. That episode is so old, it was number 50 in our lineup of episodes. And you can see it has our old feed your brand logo. Those of you that know this show and are current listeners, you've seen our logo. That logo there looks nothing like it. Well, truth be told, that was our old logo is what we started with. And that green color and the black color there. Green, black and white. We ended up pivoting our show cover art and changing it because Libson came out with a podcast called the Feedback. Their colors were too similar to ours. So, like, hey, we need to differentiate ourselves from Libsyn. And so we pivoted and changed our colors or cover out our whole logo for our show. But that's what it was at the time. This blog has huge, huge residual value for us still. Four and a half years later, the number one search result on the first page of Google for worst podcast websites. That's pretty damn killer. Okay, but as they say on cheesy tv. But wait, there's more. Okay, so I want to share with you, while this is a very good Example, an old example. And four and a half years. I mean, I think if any of us are getting first page on Google search for an episode of our podcast, we'd be thrilled. Four and a half years later, right? I'm quite sure we all would be. But there's new data from Google that just came out in the summer here of 2022 that talks about search relevancy by type of post you make on the Internet. And I'm going to go through this from bottom to top. So this is just so you know, the source for this is Google for creators. There was a Google, there was a. I think it was fincon or some event. And this data was presented there and the source is Google for creators. So Twitter, when you make a tweet that has a relevancy of about 15 minutes, that means it's going to age out of relevance really quick. Why? Because there's millions of tweets going on every hour, maybe even hundreds of millions of tweets going on. And so after 15 minutes, it's going to get buried so far down people aren't going to find it. If they're not active on Twitter, looking at an active feed, they're not going to see it. TikTok videos have a relevance of about 30 minutes. And again, that speaks more to the what's going on on that plat and that people aren't going on TikTok to look at videos that are a month old. Heck, they're not looking at them a week old or a day old. You've got 30 minutes on TikTok to get someone's attention. Facebook has a search relevance of about six hours. LinkedIn a day. That one kind of surprised me a little. But LinkedIn is still a social platform and you get a little more stickiness, but that's about it. Instagram, two days. Typically search relevance, meaning people are going to find your post after about two days. What you put on an Instagram, people aren't going to see anymore. YouTube, 20 days. Obviously YouTube videos stay up there forever and people are going to find your YouTube videos years from now. But I think this one speaks to the volume of how much content there is on YouTube. Why isn't my YouTube video still relevant years from now? Well, I think it would be, but the search relevancy, it'll be there on YouTube and if you've embedded it on a blog post on your website, it'll be there and available for people. But there's so much new content being pumped into YouTube, the practical search relevancy according to Google for creators is about 20 days Pinterest, little more sticky, four months of relevance for your posts there. Podcast is determined to be more than a year. Why? Well, podcasts remain out there and people go remember looking for podcast content, they go looking for it. And as long as your podcast is still in the ecosystem, it's gonna and it's evergreen content. It's gonna be relevant for whoever you know is listening to it at that time. A year plus from now and then with the blog post, any blog post. Now this is not just this data from Google is not just podcast related blog posts. They're just saying in the whole ecosystem of search relevancy of content on the Internet, blog posts have the relevancy of plus meaning more than a year. And I think that obviously that Google search I shared with you before is case in point. I mean this is the best evidence and relevancy that you can see a post Tracy and I have done nothing with. And in fact, here's the other great thing about the relevancy. We moved our feed your brand podcast from one website to another. It was not always on poditize.com we moved all of our blog content and the podcast website from feedyourbrand.com I think it was its own website at one point to poditize.com and that value, that keyword value, that search relevancy went with it. So you can move your content from one website to another. It's not something you really want to do very often because it's there's a lot involved. You want to make sure you do it right. But it's really can be done. And four and a half years later, we're number one.

Those of you listening to the podcast, I'm showing some visuals in the video and there's a slide here talking about that search relevancy time by type, meaning Twitter, TikTok, Facebook, LinkedIn, etc. All the way up to blog post. So this graphic will be in the blog post apologize.com so when you're done driving or somewhere where you can go either look at that blog post or go watch the video, go to poditize.com where you can see all these slides that I am sharing on the video. And obviously for our customers who are watching this live, they get it first. Everybody else in the podcast world who doesn't work with potatoes gets it a couple of weeks later. Now I want to share with you another what I would call, what's the word? A an amazing example, sort of an Example to aspire to of a podcaster who has done this for 700 episodes. And I want to show you the SEM rush data on her podcast website. This customer is Dr. Diane Hamilton. This podcaster, she has a podcast called Take the Lead Radio. And now I'm showing you the Semrush data which is public. I mean none of this is private. Anybody with an SEMRUSH account can look this up. The data of her website, her podcast website. Now the only blog content created on her website is from her podcast. She came to us with 200 episodes already published and no blogs. At the time, the number of keyword rankings on her website was about 250. And the number of people unique visitors going to her website every month was about 350 at the time. We started producing blogs for all her past episodes and continued to do them since. And she's over 700 episodes now, why she's publishing three episodes a week usually. Although I do want to share that this year in fact she's taken a bit of a break. In 2022, she's only published like six or eight episodes, very small number. Her website is still killing it. That residual value that blog creation benefits she's gotten for her podcast. The long term residual value of her podcast episodes through these blog posts is huge. And you can see here in the video over my shoulder that her website currently ranks on almost 32,000 keyword phrases in Google search, half of those in the United States alone, which most of our audience is the United States, but really any English speaking country. All of those keyword rankings on those posts that brings attracts meaning. Google is sending people to her website organically through what they search on over 87,000 people per month or in the last month anyway. And it can fluctuate and Google changes its algorithms over time and keyword rankings go up or down and the amount of traffic they send goes up or down. But long term, what we've experienced after we converted 200 episodes, her site ranked on about 10,000 keywords total worldwide. And then she was getting about 20,000 unique visitors to her website after those 200 blogs were created. And then as she kept publishing three per week for years, working her way up with hundreds of more posts to today where she has 700. She's been able to take a break, which I think she must be exhausted. I would be after 700 episodes. And actually I've had my own podcast that got up to about 650 and I've taken a long break. But Dr. Diane Hamilton has gotten tremendous value, long term residual value of those blogs. She's got killer traffic to her site and guess what folks, that traffic can be monetized if you want to. Whether it's with your own things you're selling in business and you just lead generating for it. Or this is a website advertiser's dream, wanting to be able to put ads on that website and get all those 87,000 eyeballs a month. Diane can make some real significant money that way through that traffic. So however you want to monetize. This episode is not talking about monetization. There's 150 different ways to monetize your podcast. Once you have the ears and the eyeballs on your website. How you want to is really a business decision and a choice for what is in alignment with your goals. But you gotta have the traffic first, you gotta have the ears and eyeballs first. So consistency in publishing for a long time will get you there. And creating these long form comprehensive blog posts, we call them verbal SEO blogs at Poise you can go to school on us and learn how to do it. We have free content for that. But we also as a company, to be perfectly transparent, we do provide those done for you services for customers that would rather pay some money to save time. And here's the proof that it works and it's really good now especially for you new podcasters, I want to share a couple, provide a little value to you and share a couple nuggets of wisdom and experience and information that are relevant to this. Even for those of you that don't yet have blogs, but you may have a lot of episodes, I'm sharing with you a podcast here over my shoulder in the video and again there'll be screenshot and blog. For those of you listening, you can check it out later@potatoes.com but this podcast, spiritually hungry hosted on Potatoes, I had a meeting with this client actually just the day before I'm recording this and that's why it's fresh in my mind. They were wanting to know how they can be found by more of their ideal listeners. And they have over a hundred episodes. So the low hanging fruit right there. Because they do have a website but no blogs, they're not really utilizing their website effectively. So I shared with them. Well, create a blog for each of these a hundred plus past episodes. You're going to start getting keyword rankings. You're going to get organic traffic from Google search going to your website. This is how more people are going to find your podcast and find Your business. And that's what they're trying to do, lead, generate for their organization. That's tip number one. Tip number two, this one usually flies over the radar of everybody that I talk to. They never considered this. And it's kind of right in front of our faces. Looking here at this screenshot, which, by the way, this screenshot is of the particular show's listing called Spiritually Hungry on the Apple podcast desktop app. Okay. Because I'm on a computer here recording this and streaming to all of you. So I want to draw your attention to the author line. The title of the show is called Spiritually Hungry. It's co hosted by a couple, Monica and Michael Berg. But what I want to share with you and any of you that are co hosts, this is for you. Pay attention. Really listen. If you're driving, don't drive off the road, but listen carefully. And if you're watching this, look carefully at the author field. Now, I'm talking about keyword value within the listening app. Let's say somebody who knows Monica Berg said thoughts themselves. Yeah, I think Monica has a podcast. I bet if I just search her name in my podcast app, I'll find her and they search on Monica Berg. Guess what? They are not going to find this podcast if they search on Monica Berg. Why? Because I've looked at this listing in detail. Look up there. You'll see nowhere is the last name Berg right after the first name Monica. Not only in the author field, but also in the description of the podcast. Everywhere this couple is referred to, it's Monica and Michael Berg. Now, if you know Michael and you search on Michael's name, this podcast will come up in your search. You'll find it. Monica is a ghost in SEO. Think about the bots, the algorithms. They're just searching on keywords and they will match that term, especially in the podcast listening apps, because they are not the most sophisticated search algorithms and functions of software, not like Google, that sometimes will combine words that are not right next to each other and might give you some results like that podcast listening app search functions are not that sophisticated. So the proper way to make sure that Monica Berg will be found, this show will come up in search. When people search on her in the author field, you've got to put Monica Berg and Michael Berg. You got to separate it out, even though that doesn't roll off the tongue as well. Maybe as the co host, you don't really like that idea of communicating that way and you don't want to represent yourselves that way. Well, I Understand that. I understand marketing and I understand business decisions. And ultimately, as a podcaster, it's your decision to make. You can represent yourself however you want. You're the king of your own castle in the podcast ecosystem. I'm here to tell you and what I care about for you and for all of our customers. Apologizes. I care about you being found by people that want to find you. People searching on Monica Berg are going to be like, I guess she doesn't have a podcast. Oh, all right. Or maybe it's not on this app and they go look at another app and they're not going to find her there either because all the apps feed from the same data. So usually when I tell people this, they're like, oh my gosh, I can't believe I didn't know that. Or they sort of, you know, face, palm hitting themselves over the head with a feather and get knocked over here because it's kind of elementary on the one hand, but on the other hand, most people don't really consider it. This is the difference of SEO for podcasters and long term residual value. You got to think about these things. It's wonderful to have a really well written description that you get an A plus from your English composition teacher. I don't really care about descriptions that are written that way. I mean, the first two or three sentences, the first paragraph, sure make that well written. The rest of it, it's all functional. Keyword SEO value, making sure your show comes up in more searches.

Those are the two little tidbits I wanted to share with all you, especially your newer podcasters who might not know this, but what really the main point of today is really talking about how blog post creation, blog creation benefits you as a podcaster. You're in your podcast's long term residual value. There is a ton of value to be had. And if you got a podcast that's just an audio show, I'm glad you're recording your podcast. You're putting it out there as an audio show. That's great because at least you're recording that content. You're putting it out there, making it available for more of the world to listen to and to benefit from. That's a great thing and congratulations for doing that. But I'm here to tell you you're leaving opportunity on the table. There's. You are waiting to be discovered by so many more people through your website and through your podcast episodes, just not by listening to them, by converting them into verbal SEO blog post text, which is the currency in Google and especially if you're talking about things that people desperately need. If people have needs that you will meet and they're desperate, they are searching for you probably at 2 or 3 in the morning. And they're probably going to Google first. Even if at some point they think, well, maybe I could look for a podcast, they're probably going to Google first. I think most of us do. Then obviously if people decide they want to listen to a podcast, then there's some SEO within the podcast apps. Like I was saying about your author field and your description of your podcast, you want to optimize that too, but there's only so much data there. It's only going to do so much for you. The blog post is the key, is the currency for long term residual value of your podcast. All right, so there you go. That's what I want to share with you today. I hope you all got great value out of that. Remember, those of you listening who haven't seen the visuals, the images, go to poditize.com There is a section in the menu for the feed your brand podcast. You'll find the blog post for this and all of our episodes there. So you can check it out or you can watch the video there too. Thanks so much everyone. I hope that you will come back for another episode, hopefully get some more value and in future ones, you know, if you haven't been listening to a lot, a lot of times it's me and my co host Tracy, or sometimes just her. You get a little variety. So hope you enjoy it. Thanks so much. We'll be back next time on feed your brand.

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