Podcasting is not compatible with every business, but every business who is compatible can gain tremendous search engine visibility. Please allow me to explain.
Google has always been about content…great content has always garnered great search engine rankings. The keyword in that first sentence is “great” content. Billions of business blogs and millions of podcast episodes have been recorded with just mediocre content. It is critical to understand Google’s motivation…they want to give “their” searchers solutions to problems.
Let me put this another way. People, you included, search Google for answers to questions or solutions to problems. It may be a Christmas gift for your wife, or a remedy for you puppies upset stomach…Google contains information to help everyone in these situations. Excellent content will get shown first while poor content will be shown so far down the list that it might as well be invisible.
Too often business owners view their product or service offering through the lens of their personal perspective. After all, your product or service is the best offering since sliced bread…right? Of course! But in Google’s eyes, your product or service offering is meaningless unless people take action from your message. Here is the rub (and the key to why I will suggest podcasting is better for small business than blogging), more often than not, small business owners are horrible at writing sales copy. too harsh or too close to home?
As Michael Gerber wrote in his book E-Myth Revisited (available on Amazon: https://amzn.to/3v9o2O7) business owners are more often great technicians…you are good at what you do, not necessarily good at the business stuff. You can learn the business stuff, or most small business people hire out those tasks they are not good at. But the truth is unless your business is writing, blogging is not a forte!
Podcasting, however, is a skill every business owner has regardless of their writing skills. Talking is easy and almost every small business owner is already very skilled at telling people about their product or service offering. Sure, some coaching might be required to improve your close rate, but it is much easier to teach you how to talk about your product in a way Google likes than teach you how to write about your product with the same goal.
Podcasting for your business, either through a dedicate podcast, or as a guest hosting on an already established podcast, can both generate new client traffic to your business website. Over the next few weeks and months I will write and speak about the process of podcasting for search engine ranking. Tune-in here or our the national podcast Business Buffet to learn about how to use this powerful business growth resource to grow your business.
