Podcasts Now Listenable In Google Search Results – The Buyer’s Journey 91

It’s podcast week day 1! On today’s episode we talk all about Google’s latest search result update that lets you to listen to your favorite podcasts right in the SERP page. What does this mean for podcasters? We discuss!

As Easy As 1, 2, 3

Google’s latest search engine update, as they discuss on their blog, makes finding and listening to podcasts super easy. The example Google uses is if you search for “podcasts about Awkwafina. The search engine will then show you playable episodes in search results right alongside web pages, news, images, and videos.

Google says they surface these episodes “based on Google’s understanding of what’s being talked about on a podcast.” That’s big for two reasons. First, it means that your title, description, and metadata aren’t the only ranking factor. Secondly, it means that keywords within the show will now be referenced. This helps long multi-topic shows get discovered, and can encourage content changes to help include more keywords. At the moment most searches require the “podcasts” term, but Google says in the future that will eventually be unnecessary.

The Power of Voice

Search isn’t the only platform getting new functionality. Google plans to bring easy podcast search to Google Assistant and Google Podcasts for web in the near future. Here’s a quote from their blog: “For example, when you ask the Assistant for podcasts about a certain topic, such as ‘Hey Google, play a podcast about Marie Curie,’ it will suggest relevant episodes for you. In Google Podcasts for web, you’ll be able to search for relevant shows and episodes and listen right there on your computer or phone.” Google says listening will sync across platforms, though I’m assuming that’s specifically if you’re accessing the same Google account across them all.

Google also plans to add features that can help podcasters build audiences and grow their business. Google says, “we’ll soon add the ability for publishers to specify where you can listen to their podcasts, such as other apps or websites. This means you’ll be able to discover podcasts that may be exclusively available by purchase or subscription.”

Google’s newest update is live now for users in US using English search.

Check out our next episode where we’ll discuss the mobile usage of podcast listeners.

Tune into more of The Buyer’s Journey by checking out our YouTube and Soundcloud, and take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

Matt McGrorty

Videographer / Podcaster

Emails you will look forward to.

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