Welcome to my blog, dedicated to all things voiceover, branding and business.
You can also listen to this blog as a podcast.
If you don’t already have a podcast, now might be the time to get one up and running.
That’s because Google now includes spoken words in its indexing process and returns audio content in search results. This is big news! Google used to index podcasts based on their titles or meta-descriptions alone. This new capability means that podcasts are now a lot more ‘visible’, and so can be used with pretty much the same impact as video content to enhance exposure to your company.
Added to that – and this is huge – searchers who find you in Google results can now link directly through to listen to your podcast from a keyword search. This includes listeners who may never have even listened to a podcast before. Zack Reneau-Wedeen, Founder and Head of Product for Google Podcasts says that since podcast content will be “interleaved with other types of content” – content that “surface[s] in places where billions of people are already browsing and searching” – you are effectively opening up your company to “billions of new listeners”, some of whom “didn’t even know they were searching for a podcast or didn’t even know what a podcast is, but then become fans” – or clients. (1)
According to an article in Search Engine Journal in 2018, this new trend in audio SEO “could give way to new forms of audio content altogether, such as spoken-word versions of articles, or short sound clips answering specific questions.” (2) Meaning many more opportunities to get your voice heard, be seen as a leading authority on your subject and, of course, attract more clients.
Consider too, that audio gives much more personality to your product than words on a page, ultimately leading to more of a connection with potential clients and – again – more sales.
Global media company Forbes reckons that by 2020 “half of all online searches will be made through voice search.”Why do people favour this approach to finding information, and how can you use this to your advantage?
They say: “It turns out that voice-only search allows users to browse the web, the Internet and consumer information without actually having to scroll through sites on desktops and mobile devices.”(3) So the trend is for users to get the information they need on the go, or without having to interact with fingers and eyes, as in how we always ‘used to’ imbibe info. If the booming popularity of the auditory format and the leap in exposure you can achieve is not incentive enough, just think about the impact of having audio content on the visually impaired for example, or people with severe mobility challenges.
If you already have a blog, you pretty much have the raw material ready to turn into a podcast. Of course, you will need a clean sound to be compatible with Google’s audio standards. Aside from this, you may want to consider the following points:
Forbes reckons that “When users use voice search, they are typically hoping to complete an action – such as playing a song or purchasing a product – or information on a subject”. So make sure your topic is clear. You can do this by keeping your sentences short and simple. You can have a brief, succinct intro and summary that reinforce the content of your post. Don’t forget to get your keywords in there – although not so many times that you bore your listeners.
You might want to adapt your phrasing more generally to be easier on the ear. We read differently than we listen. In short, we prefer a more conversational tone if we are listening to something. Some of your written content may have a more formal feel to it that we don’t think twice about reading when we are in ‘online’ mode, but that won’t work as a comfortable listening experience.
And of course, don’t forget to upload your podcast to Google Podcasts.
Last but not least, consider using a voice talent to voice your blog content. A Voiceover Artist can bring a professional finish to your podcast, with a clean technical production that will say a lot about your company’s attention to detail and standard of quality. A Voiceover Artist can also bring a sensitivity to the tone and delivery that’s tailored to appeal to your ideal market. I’m a Voiceover Artist, so if you would like to talk about me being the voice of your speaking blog or podcast, get in touch.
In conclusion – yes, you should definitely be thinking about the many benefits of turning your blogs and written articles into podcast material.
That’s all for today’s episode of Rose Tinted Glasses. Thank you for listening, and do make sure you subscribe to the podcast on iTunes so you never miss an episode.