Mastering SEO Secrets for Podcast Triumph With Melanie Gorman

One of the most important parts of podcasting is creating a podcast website. And if you have a website, you have to make sure it is the best it can be. That can only be achieved if you master SEO. In this episode, we have an SEO expert from Crownsville Media, Melanie Gorman, to spill SEO secrets for podcast triumph. She discusses the fundamental importance of SEO for websites, breaks down the misconception around merely searching for one’s own domain name, and emphasizes the need to align content with the language and concerns of the target audience. Plus, Melanie unveils the strategy behind effective blogging, showcasing how blogs serve as the backbone of the internet, conveying authority, expertise, and relevance. So tune in and gain valuable insights into optimizing your podcast content for Google, understand the psychology of search, and leverage SEO to enhance your online presence.

Watch the episode here

Listen to the podcast here

 

Mastering SEO Secrets for Podcast Triumph With Melanie Gorman

I’ve got a very special guest. We don’t often have guests. Usually, it’s me and Tracy talking with you about a tip technique, a tactic, or something in the podcasting world. If you’ve read the show at all, you know that websites are very important to us. Podcast websites and SEO are things we talk about a lot. We have always believed that a website is a part of your digital platform. If you’re going to have a podcast, you need a website and to make sure it’s the best it can be. I’ve brought a special guest here. Her name’s Melanie Gorman of Crownsville Media, our go-to SEO expert here at Podetize. I’m pleased to have her. Thank you so much for being here, Melanie.

Thanks, Tom. It’s nice to be here with you.

Fair warning to the audience. I geek out on this stuff, and I’m going to try not to go down too many technical rabbit holes here, but this is important. We’ve been reminded not only how important it is with our own websites here in our company but also with some client websites. We’ve brought Melanie in to help some of our clients achieve what they need with their websites or fix some problems holding their websites back.

I think that’s the thing that I would discuss with you first, Melanie, and ask if you can try to put it in some plain language that everybody can digest, but I don’t think people understand what SEO means about their website. Maybe I’ll let you introduce maybe the subject and then I may ask a follow-up question. How can you help people understand sort of what it is and how important it is?

That’s the best fundamental question to ask. SEO is how the world looks for whatever you’re selling. Whatever you’re pitching, whatever you have that you want people to consume, whether it’s content, audio content, visual content, or articles, it all applies to the same, but SEO is how strangers look for you. In most of our businesses, we have referral traffic that comes from people who know us, or warmer leads.

SEO is about getting those people who need what you’re putting out there on the internet and have never heard of your brand. They don’t know what you do. They know they have a problem and they need someone to help solve it. They’re going to go to the internet thinking a consumer, not like you, your business or Podetize or Crownsville Media.

They’re thinking like, “I need to understand what do I do to get my kid to stop crying,” or, “How do I get my kid to eat vegetables,” or, “How do I start a podcast?” Way before anyone understands the value of Podetize, they understand what they want, which is to start a podcast. SEO is how you connect those two.

Google looks at every single page on your website as its own website. People often write their 7, 12 landing pages, and they talk about who they are and the services they sell and how to contact them, but they’re not thinking from the consumer’s perspective. Consumers are never as educated as we are. They don’t know all the ins and outs because if they did, they wouldn’t meet us.

The reason that it’s important to write in your customers’ language is that customers think in a specific way. You can align that thinking up with keywords. Those keywords give consumers the ability to find you quickly and easily, and then you can lead them down the funnel and get them into your marketing so that they go from a cold lead to a warm lead, and you can convert them to whatever it is that you want them to do.

SEO is always the same. It doesn’t matter if it’s a plumber, a therapist or a podcast. All of it operates and functions the same way. You have to think like the consumer. You have to write for the consumer with their pain points in mind, but you want to validate that there’s any search for what you’re writing about to begin with. Otherwise, you’re wasting your time.

This is one of the most common pieces of feedback I give to people. They’ll write an article and they’ll think, “This is brilliant. It’s great. It’s well researched.” I’ll say, “Nobody looks for that.” That’s so devastating. You do a series of podcasts, or you write a series of articles and you’re like, “This is going to be great. It’s going to sell whatever widget I got,” and it doesn’t because the world doesn’t look for it the way you think that they do.

You use tools within SEO to be able to validate. It’s research. It’s no one’s opinion. It’s the facts. Three hundred people look it up this way. A thousand people look it up this way. This is the competition. This is your easy way in. SEO is one of those things that you can do anytime, but it’s always a project. It’s not an instant fix.

 

Feed Your Brand | SEO Secrets

 

Anyone who says, “I’m going to do SEO so I can fill the room at this event I’m doing next week.” You need to advertise. Don’t do SEO. However, when you do SEO and change your marketing, you’re thinking the consumer, all of a sudden, all kinds of doors open to you that you may never have even thought about before. Does that make sense?

It does make sense. Thank goodness. There are so many things in my mind right now that I was thinking about, as you’re saying that, that I want to discuss where to begin. I’ll save a couple of things for later because it’s a little deeper and more specific about podcasting, but let me start here. I often encounter customers, and pretty much all of our podcast customers do have a website. Some don’t. If they’re starting new podcasts, they might need a new website because they don’t have one for it. Most will have a podcast.

When I talk to them about SEO, they’ll say to me, “My site’s great with SEO. When you type in my domain name, my site comes up right away.” I’m like, “Okay, that’s supposed to happen.” I think that’s the most basic thing. It doesn’t matter. I’m curious if you agree with that because if they know your domain name, first of all, why are they googling it, and you’ve already won the battle? They know who you are. I care more about people who have no idea who I am to find me.

There’s a couple of things. As a website owner, you’ve probably googled yourself before. There’s a cookie, and so you’re going to see yourself. When you visit a website because of how Google works, you’ll see that same website more often if you Google it again. If you want to know how your website’s doing, don’t look up CrownsvilleMedia.com. Look up Crownsville Media because then you’re getting a more pure search, and you’ll understand.

That’s especially true if there are common words. Media is a common word. If there’s that kind of language in there, then you should show up. You should be the number one result. Where that gets tricky is if you have either something that’s branded. Podetize is a branded name. Apple is a diluted name. I don’t know how many hundreds of varieties of Apples are out there. There’s the brand.

You have to think about where and what people have to know about you to be able to discover you. If you have a highly branded name, then you’re going to need to do SEO around the pain points your clients have before your brand name becomes anything. You can’t rely on that. If someone says, “My brand shows up every time I google it,” that is not an indication of popularity.

In the same way, if you’re looking at a Google search and it says, “Here’s the results at the top,” that’s not a popularity number either. It’ll say like, “75 million results.” That’s the number of things you’re competing with. That’s the number of things indicated. That has nothing to do with how many people naturally look that up, and people get that mistaken all the time. You should show up when you Google your name. You should have control, ideally, of everything on the first page of search from your brand.

As an SEO project, you can own your brand name, the pages underneath it that show, so that unpacked version of your site. You should see Facebook and LinkedIn. You should see things you actually control. If you don’t, there’s stuff you need to do to either push down your competitors or own your brand stronger in search. Seeing your name when you Google yourself, that is supposed to happen. You’re totally right about that. You have to also consider how you’re doing. If you’re curious, do an incognito browser, and then you’ll get a good read on it. It’s the tip of the iceberg with everything that’s there to do.

I think it is the tip of the iceberg. That’s what can be so overwhelming for people, and why I don’t necessarily want to go down a deep technical rabbit hole in this episode, but there are a few key things that are fundamental to help people understand. They either need to learn what they don’t know or get some support with this.

One of the things that I also found surprising, I don’t know why I did, but as you and I were talking about someone’s site, I think someone we work with had a huge number of pages on their website and had five of them that were ranking on anything. People think, “I have all this content on my website.” Of course, Google knows about it. They assume it, but it’s not the case.

No. There are layers to that. Google is like a child. The way to think about Google, it’s like when you want to teach your youngsters how to do something, you don’t say, “You’re potty trained. It’s time.” That’s not how it works. Any parent knows that is not how it works. Google has to be taught in the same way. There are things where when you publish content, you have to visit the content. You have to send traffic to the content.

You have to inspect the content using tools like Search Console which is a free tool that Google gives anybody that wants it. You have to do things to validate that your content is even being indexed. After it’s being indexed, Google’s going to say, “Do you send any other traffic to it? Does anybody come to it?” It’s going to evaluate the value of the content over everything on your website.

 

 

A business with lots of content sometimes needs to clean up its website and get rid of content, because sometimes you’re showing stuff to people they’re not interested in. You also have something called your crawl budget. Your crawl budget is basically the number of pages on your website that Google has decided based on how popular you are and how busy you are to allow Google to see every time it indexes your site. When you reach your crawl budget, let’s say it’s 100 pages, if you have 101 pages, that extra number one is not even looked at. It’s important that you’re controlling more of the narrative and saying what is important to the brand.

Typically, that’s your sales pages, your most popular blogs, your most popular podcast, especially if they’re doing what you guys do, where you’re having the article with the corresponding podcast. Your homepage is naturally going to get traffic. You don’t have to worry about that. Everything else you should look at with a little bit of what’s the value? How am I sending traffic to it?

Google won’t look at everything. Until you teach it what you want it to look at, based on your linking and your promotion and your newsletter and social media and all the marketing things you do with the content, Google looks at it it’s all the same. If it’s all the same, then it might look at the newest thing, which is new but not yet valuable. You have to have some assessment and some thought into that so you don’t lose traffic that is meaningful to your brand, and you’re not relying on Google to get it because Google doesn’t.

So much good stuff there. Let’s shift to blog content in particular because we’ve had indicators, evidence along the way that creating a comprehensive blog post for every podcast episode, if you do it a certain way, or there probably are lots of ways to do it, but there are probably good and then better ways to do it, is an important good thing to do. I’ll give you one of the indicators. I probably shared it with you before, but we had this experience in May of 2018. It’s been a while. Feed Your Brand was a podcast back then. Podetize.com existed, and we published an episode like we normally do that had its blog post.

They both published at probably 3:00 AM and by 11:00 AM, I had a very unhappy phone call from the CEO of another company who I don’t actually believe listened to my podcast. I believe his assistant had a Google Alert set because if he’d actually listened to the podcast, he probably wouldn’t have been so upset at me because he would’ve heard what I said rather than somebody telling him.

This was like, “How did this person find out about this episode?” Not only did he go into why he was upset, and I ended up talking to him, and he was fine. How did he find it so fast? This podcast hadn’t even been live in the universe for twelve hours. When we checked, we found this blog post in all of 12 hours, ranked on 3 pretty good search terms on the first page of Google search.

I don’t re test all of them, but one of them, to this day, still works. You all can try this out there. Go to Google and search on the worst podcast websites because we did this episode that talked about the best and worst podcast websites. Actually, that reminds me of another good thing I’m going to come back to about the title. I want to talk about that in a minute because there’s a good lesson there for podcasters. You search that on Google, and the very first search result at the top of the first page of Google is the blog post for that episode of Feed Your Brand.

Now, you’ll notice that it’s a very different podcast logo. We’ve changed it three times since then. Even the blog is a little bit older format than our current format. The value is still there years later. That’s the power I want. Can you maybe help share a little bit about that value? I refer to it with people who don’t know as building equity in your website of rankings and it results in traffic.

First, everyone must know that your blog content can live online for a long time. I do regular audits with people’s websites, and I’ll find an article that’s 10 years old and it’s still number 1. Google has a scoring system that’s called their EEAT Score. Expertise, experience, authority, and trustworthiness. It’s amongst all of the different algorithm pieces that they have.

When you write a good, authoritative blog post that’s researched and backed by you as the expert, or the business as the expert, Google gives higher value to it. When you write multiple articles about a topic, not repeating yourself, but you start to cover the topic in different ways, Google starts to see that you have more content about a particular area, and it will see that as you are demonstrating authority, and it’ll give you more traffic.

There’s strategies around blogging where you can double and triple down on your main core areas. That’s after you’ve validated the keyword value and you know that people are looking for it. You can write great articles that teach the world something. When you do that, Google says, “This is great content.” Whenever you do an SEO project, you have to remember who Google’s client is.

Google’s client is me and you at 3:00 in the morning going, “I took Advil two hours ago. Can I take Tylenol now?” That search, when we do it, we want to know, “Yes, you’re fine,” “No. You’re going to the hospital.” It has to be right. If you give great advice and you build your brand, and it’s backed up by a website that is all the things websites need to be so that Google sees them as an authority, that content can live online for ten years easily.

You have to think about where and what people have to know about you to be able to discover you. Share on X

You have to watch your traffic. You have to watch your competition. I have one client who is a therapist in Washington, DC. She’s been a client of mine for many years. In 2018, she wrote a book called Hack Your Anxiety. She is published and well-known in therapy and all this stuff about anxiety. She has one article about teenage anxiety that bobbles from position 1 to position 6. We’ll see a drop. I’m like, “Alicia, it’s dropping.” She’s like, “Let’s zuzh it up,” and I’ll give her the advice on what to do and then we get it back to the top. We literally did this.

When you have meaningful content, if this article was like, “This is a game changer. This brings in all new Podetize clients,” we would go through that exercise and I’d say, “Tom, add these sections to it to make it new again. Make it valuable. Make it 2024,” or whatever. That is how you can rework old content. You want to know what pieces make a difference to your brand. SEO is about targeting the three different customers that come to your website.

You all know the traditional marketing funnel, the upside-down triangle. When it comes to the web and SEO, you have cold leads. People don’t know you. They’ve heard about you. They found you in a search or some social media thing and sent them to your website. They need to be educated. They need to be wooed. They need to be like, “You got the answers.” You got those guys. You’ve then got warm leads. They’re your referrals. They’re the people that they know they want to podcast. They’ve thought about it for a long time.

“Is this the year? What’s the investment? How much does it cost?” They’re asking different buying questions, and you need content for them. All of this can be in the blog. None of this has to be a landing page because you can answer the various questions in blogs that allow the reader to not be forced into a sale before they’re ready. That’s the value of a blog.

You have all this stuff for cold leads and warm leads, and then your hot leads and your current customers. They’re the people that check out your landing pages. My background is I’m a trained mental health therapist. I started this whole gig. You don’t know this about me yet. I have a Master’s in Counseling Psych. I started in that direction. I’m fascinated by the psychology of search.

Why do they look at it this way over that way? Where is the data or the psychographic information where someone says, “I’m ready now?” We all sell things when people say, “This is intolerable.” When you reach an intolerable moment, and I reach a moment that are very different based on our life experience. You cannot predict that. All you can do is anticipate it. That’s what your blog is for.

Blogs are the backbone of the internet. Most of us read a lot of stuff. As much as people think, “We have no attention span, and we’re sick and tired,” just put table contents in. Let people scan. Write for them. The blog gets people through the marketing funnel and effectively teaches them everything they need to know. They can come to your website and do something there.

Podcasters out there, I want to make sure you all read this. Blogs are the backbone of the internet. That’s the big message that I heard there. Obviously, there’s all kinds of wonderful wisdom coming from Melanie here, but that is an absolutely very important thing for all of us to understand. I got to tell you, I’m not a writer. Tracy Hazzard is a writer. She can write. She had an Inc. Column for years and she can write the conventional way. I cannot. Regardless of whether you’re a writer or not, it is much easier to speak your way to a blog than agonizing over writing it and getting it perfect. This is not meant to be a shameless plug here, but this is the foundation of Podetize.

Part of why we started this business is to speak your way to content that markets and grows your brand. Whether that’s only about the podcast or it’s about the business that also has a podcast that’s a vehicle to create that content. There’s everything in between. Podcasters, those of you out there who are not using your audio content to create blogs, I meet with 6 or 8 of you every day. I can’t tell you how many podcasters come to me. They’ve got 150 episodes. If somebody has 188 episodes, look at their website.

Beautiful looking websites, got all half of a dozen pages and these little short summary posts, everybody says, “I have show notes.” Okay, you do. I see it. You may have 180 little pages of a paragraph or two and some links and a track player. I have news for you. You’re not setting the world on fire for SEO with that kind of content. It’s not enough material, nor is the quality of content needed to get Google’s attention. You would agree with that, wouldn’t you, Melanie?

A hundred percent. I had this conversation with a client. They podcast and then they do an IG live streaming immediately after with the guest. They interview someone, they do that. They have a basic paragraph, let’s say four sentences, introducing what they’re doing. They have the title and the introduction, and that’s the sell to get people to listen to it when it’s happening. Afterwards, they have a transcript, but it’s buried.

The transcript is the easy thing because if you set your podcast up properly, then the SEO to talk about in the podcast. That gives you the opportunity to be organic and natural. You have some sense that the world is looking at this topic in this way. You can still speak your way to your blog, but you can do it in a way where you’re more connected to what the world’s looking for as opposed to what you happen to feel like talking about.

Feed Your Brand | SEO Secrets
SEO Secrets: You have to think like the consumer. You have to write for the consumer with their pain points in mind, but you really want to validate that there’s any search for what you’re writing about to begin with.

 

With that client, it was pretty funny, ironic, I’ll say, even. She said, “This is what I want to talk about.” I was like, “That’s the problem.” If we want listeners and an audience, we have to talk to people in a way that they’re going to say, “Tell me more,” and that’s the goal. If you get anything out of it, it’s like, whatever you do, you want people to say, “Tell me more,” because tell me more is the next step. Sales is all about micro steps. None of us sell anything instantly. There’s a roadmap that happens. I totally agree with you. The show notes must be developed in a way that allows not just the audience to get it but also Google to understand it because that’s the other piece.

I’ve read other articles and things that Google actually values, such as plain-spoken language rather than when we think and type and write it in a sanitized way. They’ve been able to tell, I think, since 2009, if I remember right, text that came from human speech versus otherwise, maybe even before that. That’s the earliest that I knew about it.

I’d like to cover more things here. We’ve also talked about one customer who actually was creating what we call the verbal SEO blogs from their podcast that were driving the majority of traffic to their website, and they were paying another agency to write other blogs. You had a pretty interesting discovery there, didn’t you?

Those other blogs weren’t performing. Part of it was around the strategy. When you make a commitment to write blogs, you want to understand how to lay the content out on the page so that it is telling a story to Google in a repetitive but not robotic way. Google reads your content in a particular way. Where you and I would sit down and we’d read the title, and then the introduction, and then we scan, usually people scan and then commit. “Is this worth it? Okay, yes, I’ll commit to reading it.”

Those heading tags are what we scan and then the paragraph. Google actually reads your website, URL page title meta description, which are behind the scenes. For anyone that doesn’t know, when you do a Google search, the blue link you see in a search page is your page title, and Google will assume it or figure it out themselves if you don’t declare it.

When you’re doing SEO and know the keywords, you’re carrying that keyword through all of that. URL page title, meta description heading tags, then the body copy. With that particular client, when we audited the articles that they were having written, ostensibly, they were written on the page fine, but they didn’t have a strategy.

What I always tell people is, “You have to know your niche.” Some people are resistant to niching or niching down. Some people think, “I’m a generalist. I talk about everything that a leader needs to know.” Maybe you have to, but usually, there are 4 or 5 main buckets or categories of content that you are an expert in. I challenge everybody to own those. Don’t go a mile wide and a teaspoon deep. Go a mile deep in a teaspoon wide because then you’re demonstrating through the written word and the podcast and if you have video.

All of your media is showing, “I’m an authority. I know what I’m talking about. I know what I’m doing, this is how I do it, and I’m an authority in these lanes.” When someone comes to me and says, “I want to buy ads,” they’ll say, “SEM, I want to do that,” I have referrals for them. Do I know how to do Google AdWords? You bet I do. Am I going to do that? No, I’m not going to waste my time on that. I am not the proficient expert in Google AdWords that I am in SEO.

Google AdWords and SEO are kissing cousins. You’ve got to get it right or it’s wrong. You have to think about that, and your ad person should understand the copy and the content on your landing page, or you won’t have a relevant connection, and your cost per click will be higher. There are all of these ways that these pieces play together for that particular client. What we were able to say is, “Your SEO team is doing their job. They’re missing a strategy.” It’s missing a maturity that your brand needs and we can move that needle for you pretty quickly. That’s how that ended up netting out.

What about those people reading who are thinking, “Yeah, I don’t want to do all that much work. I’ll have ChatGPT write in my blogs?”

This is the question of the year.

I couldn’t let you get away without asking that question.

You want to think about AI as a tool to ease up whatever part of the writing process is hard for you. Share on X

I’m so grateful you asked it because I want to give everybody a warning. I’ve been in the SEO space for many years. I worked at a publishing company in New York. We would publish 1,000 articles a month. I’ve been on high-frequency publishing. We were penalized twice. It was very painful, going from 10 million clicks to 4. I’ve been there.

AI is useful in many ways. What you do not want to do with AI is put any idea of any kind that one day you want to trademark because if you have an idea and you’re like, “This is it. This is my thing. This is my upcoming book.” If you put it in AI, all free AI engines, to this date, this could change. Qualifying that. They take that whatever you do in AI and kick it back into the engine. They use your content to help refine the next search that comes along. I come in and put my magic idea into ChatGPT, and then Tom comes in and says, “I never thought of that. This is a great idea. I’m going to write a book.” Now Tom’s writing my book. You have to be very careful about your intellectual property in that way. That’s my disclaimer.

At this point in time, AI tools for images have watermarks on them. If you’re using AI to create images, like you see those ads on Candy Crush and Facebook and whatever that are like, “Take your picture in sweatpants and get a professional headshot out of it,” There’s a watermark on it that will say that it came from AI. Google is going to go in the direction, to your point, about knowing human speech, knowing how people converse, knowing how people write. Google is moving to be able to understand if it’s AI-written or not. Eventually, there’s going to be different search engines. We already see that with Bing, where Bing is mostly AI-informed. Google has both ends coming and assumably will be available to all of us to choose what we want to do.

You want to think about AI as a tool to ease up whatever part of the writing process is hard for you. When I do SEO for clients, I will use AI tools. My process is I do research, so I validate. Your keyword is looked up, whatever. I pick my key phrase, then I do AI research to figure out who’s beating you. I validate. If I want to beat them, what do I have to do? How do I need to be different, better, more interesting, or have different research or angles? What’s my hook? I’m thinking those things.

You can outline it and either voice to text it and then edit it or even use AI to help you write it, but you must edit it. You can see AI articles if you look at them. They all start with the word intro and they have the word conclusion. That’s the easiest tell. There are going to be things where people are like, “AI.” All of a sudden, your article that would’ve gotten 3 minutes of reading time gets 4 seconds because people are turned off by it.

Is Google potentially also going to be turned off by it? You might have blogs that are AI-written or AI-enhanced, and right now, they’re not maybe looking so carefully at the difference between that, either originally written or the spoken word version. There may be a future, what we’ve heard about in the industry as a Google slap, where they end up re-evaluating and re-ranking all these posts. If you get filled with all AI generated stuff, they may say, “This is worthless. We’re not sending any more traffic there.”

Here’s what I’ll say to that. Do you know what Google’s good at? Patterns. What Google does is allow you to break all the laws and rules, and Google will let you get away with it, and then you get the smack. It is so hard to recover from. Here’s the thing. A lot of people make these choices and then they go, “It’s working. Everything’s great,” and then they get a penalty.

AI content is distinguishable because what Google’s good at is recognizing patterns and chaos. What we’re not good at is chaos. As writers, we sit down and go, “It’s got to be organized like this.” We think we’re trying to best Google. It’s a lot smarter in that kind of information. You want to be thoughtful about what can be seen in those ways. I tell my clients to figure out your hardest, hardest pathway with writing.

Is it the blank page? Is it the editing? Is it the idea generation? What is the thing that confounds you? Find the tool that will help you with that. When you do that, then you can say, “What’s the safest AI tool to speed this up?” I’ve experimented a lot with AI. I’ll tell you that I have a couple of articles on my website that I’m doing a case study on. I wrote them in AI. I edited them 100%. I wrote the whole thing. I outlined them, I wrote them, I edited every word. I don’t think there was one sentence remaining in any of these articles. All of them are outperforming the content I’ve written myself. Better traffic and better time on page. I’m thinking about that and I’m thinking about what was my problem.

I think my problem was the pattern. What I mean by the pattern was that I’m trying to figure out how to have a logical flow without getting sidetracked. Did you ever write and you’re like, “Squirrel.” I got to remember to tell you about that. That’s the big difference in my writing. All the tangents are not there. That’s the thing that’s different for me. I’ll keep watching it and I’ll let you know. I have 48, 49 articles. I only have 4 or 5 that AI writes and the way I described. It wouldn’t surprise me if they tank in a year. I might get a year of great traffic out of it and they tank, but it’s only 4 or 5 out of 50.

You haven’t gone too deep down that you’re going to be in trouble. Very interesting. Last little question, and then I want to make sure we let everyone know a little bit about some of the things that you do that people can access for an evaluation of their website. Back to the titling thing. I told you I wanted to come back to this. I have to pay off on that promise. Tracy and I are so often co-hosts and doing things together. We would refer to ourselves as Tom and or & Tracy Hazzard. We learned early on that people could Google and find Tracy easily because Tracy and Hazzard are right next to each other. I’m Tom and.

Who’s searching on Tom and? Here’s a little tip on the importance of titling. If you want to make sure, or you’re doing things referring to each other, this is even more true in the podcast search engines within the listening apps because they’re not as good as search engines. With authors, if you’re co-host, especially if you’re married or brother and sister and such, like if you’re Jason Kelce and Travis Kelce, you’ve got to say Travis Kelce and Jason Kelce in order for them both to be searchable, especially in the author field and podcasting. I find that as a rookie error a lot of the time among co-hosts, especially if they’re related.

Feed Your Brand | SEO Secrets
SEO Secrets: A blog is what gets people through the marketing funnel and teaches them everything they need.

 

The other thing I see with naming, it’s called the Piggyback Strategy. I interview you on my podcast, and you are more popular than I am. My Fitzer Schnitzel podcast is with my guest, Tom Hazzard. By including your name and everything, I’m trying to connect to your name, search, and the goal. It works, but you have to recognize there can be a tipping point, especially if you’re starting to grow.

You want to be thoughtful about, “How am I growing in popularity?” You want to be careful not to have your brand be about your guests. You need to think about the SEO for brands that have this piggyback strategy going on. What’s important is to double down on what your expertise and authority scores are about you, not just your guests. Otherwise, you’re like Barbara Walters. You’re like, “I’m Barbara Walters, and I interviewed Tom and I interviewed Melanie and I interviewed this person. I’m a professional interviewer,” and that may not be your brand at all. Does that make sense?

It does. That’s great. I love how you took what I was talking about, which I thought was simple and took it further. That’s fantastic. Melanie, I want people to understand you have some rather inexpensive things you do to evaluate a website if people are like, “I don’t have any idea if my website is in good shape or not. How do I find out?” You have some ways to do that, and it’s relatively easy. Isn’t that right?

Yeah. People can schedule a consultation with me. My team and I will review your website and we’ll look at it through the lens of the tools that we have. That will allow us to tell you what’s working, what’s not, what’s broken, what direction you’re going in, how many keywords you rank for, and a lot of surprises can be found there. It can be anything from, “I rank for so much, I had no idea,” to, “My brand is crisscrossed.”

We have a link to my Calendly, and people can schedule with me. We’ll do the audit and we’ll spend some time with you going over what we discover and that’s yours. If you want to go out in the world and shop around for someone to help you with SEO, that’s great. If you want to work with us, that’s great too.

I think it’s important for people to have the knowledge, to be able to know. You can see in your Google analytics how much traffic you’re getting, but it’s not giving you a full picture of what people are searching for and how they’re being connected to your brand. It doesn’t give you a lot of direction on how to grow and how to grow the fastest. I’d be happy to do that for everybody, anybody that needs it. That’s something we schedule with people all the time.

Thank you so much. Readers, I hope you’ve enjoyed this as much as I have. I could go on for hours, but it would be a very technical, even more geeky show than this has already been. I very much appreciate you and your time and coming on and sharing it with our audience. Thank you so much.

Yeah, thanks for having me.

Until next time, we’ll see you for another great episode. Tracy and I’ll be back.

 

Important Links

Picture of Melanie Gorman

Melanie Gorman

Melanie works one-on-one with clients to help them explore and then expand their connection to clients in need. She provides SEO services for mental health focused businesses including website development, content creation, digital and social media marketing. She's worked with well-known authors like John Gray, Helen Fisher, Esther Perel, Diane Poole Heller, Ian Kerner, Stan Tatkin, and Tammy Nelson to name a few… as well as therapists and coaches worldwide looking to publish, improve their business and help more people. Go to crownsvillemedia.com to learn more about her work.
Scroll to Top