With 504.9 million podcast listeners worldwide who listen to 7 hours of podcasts a week on average, using podcasts for link-building is a no-brainer.
But how exactly do you leverage podcasts to boost your link-building campaigns?
That’s the key thing you will learn from the article. We will show you how to:
Let’s start with some basics, though.
Key takeaways
Podcast link building is exactly what it sounds like: using podcasts to build backlinks to your website.
When you appear on a podcast, the host will almost certainly include a link to your website in the episode notes, just like in the episode of Product People below. And share it on their socials, further increasing your exposure.
There are a few good reasons why you should consider appearing on podcasts as a link-building strategy.
First, compared to other tactics, it doesn’t require a lot of time or resources.
Let’s assume an episode takes 60 minutes to record. Add another 60 for preparation. That’s much less than writing a guest post or a comprehensive guide for your blog. Or even creating an infographic.
And each episode may bring more than one link. For example, if it resonates with the listeners, they may link back to it from their websites or social media posts.
There’s more:
When you're featured on a podcast, you're not just getting a backlink. You're getting exposure to a whole new audience.
And guess what? Many of those listeners are going to be curious enough to check out your website. So, podcast appearances can drive significant referral traffic.
We're talking about engaged listeners who are actively interested in what you have to say and can become customers.
And let’s not forget that appearing on podcasts makes you look good. It positions you as an expert in your field.
This can lead to more opportunities in the future like invitations to speak at events. Or take part in other podcasts.
The biggest upside of podcast link-building is the dual payoff in both SEO and brand authority. A well-placed link from a reputable podcast can significantly boost your search engine rankings while simultaneously positioning you as an industry expert. This dual benefit is hard to come by through other link-building methods; making podcasts a goldmine for savvy marketers.
Demand Generation Senior Marketing Manager, Thrive Internet Marketing Agency
I know what you're thinking: "This sounds too good to be true.”
Well, you're right. Like any strategy, podcast link building has its downsides.
First, the link isn’t always guaranteed.
And it isn’t because the host refuses to include it but because the podcast platform doesn’t allow it. Spotify and Apple Podcasts, the two most popular platforms with a total listener share of around 70%, don’t. So, even if the link is included in the show notes, it doesn’t pump any juice.
And the links from their own websites may move the needle that much.
Moreover, this tactic only works if you’re already recognized in your space or at least have some achievements behind your belt. Getting featured without those is nearly impossible - definitely not on the most popular podcasts.
Now that we've covered the ‘what’ and ‘why’ (and why not), let's get into the ‘how’ of podcast link-building.
Here's your step-by-step guide to the process.
First, you need to find podcasts in your niche that align with your expertise and target audience. With 4.2 million active podcasts, this shouldn’t be difficult.
Here’s how I do it.
One way to do it is through the streaming services and podcast platforms. If the podcast has a significant audience, it’s most likely to be there.
Search for the keyword that best reflects your expertise and see what comes up.
As mentioned, these platforms don’t allow clickable links, so use Google to check which of the websites have their own page or are hosted in podcast directories where linking is enabled.
Alternatively, you can skip streaming platforms and search for industry podcasts directly via Google.
Let’s say you’re looking for product management podcasts.
Simply search for 'best product management podcasts’ or ‘agile podcasts,' and you’ll find lots of listicles and Reddit threads (of course) with well-known podcasts.
Is one of your competitors really good at securing podcast appearances?
Yes?
X-ray their website for the podcasts that have linked back to them.
Here’s how to do it in Ahrefs.
If you’re in the link-building and SEO space, we’ve got a little something for you. A curated list of 12 top-notch podcasts in the industry. To save you time.
Not all podcasts are worth the effort, so once you have a prospect list, it’s time to vet them.
What criteria should you use?
1) Is the podcast active? If the podcast episodes are irregular or there hasn’t been one for a while, they’re unlikely to have a healthy audience. And you might not even be able to track down the owner.
2) Does it offer backlinks? If the podcast doesn’t offer links or their provider doesn’t allow it, the SEO benefits will be limited. You will still increase your online presence, though; sometimes, it may be worth the effort.
3) What’s the Domain Rating (DR)/Domain Authority (DA) of the podcast website? The higher the metric, the more equity the link passes. As we’re after high-quality backlinks, this is the ultimate criterion.
Ahrefs Batch Analysis allows you to check up to 200 sites at once. This is the quickest way to rank the podcasts based on their metrics.
4) What’s the quality of the podcast? You can quickly figure it out by looking at the caliber of the guests they feature. Do you want people to associate you with this lot?
OK, so you’ve picked the podcasts you’d like to appear on? Sweet!
You’re ready to pitch them.
Some of them, like Bean Ninjas, make it really easy for you by providing an application form.
See how they outline their criteria and the application process?
Follow them religiously.
If there’s no such page, you must identify the person running the show, find their email address, and prepare your pitch.
What to include in the email?
Here’s a template. Feel free to adapt it to your needs.
Landed a podcast interview? Congrats!
Now what?
First, research it a bit more detail.
Listen to a few episodes to get a feel for the show's style and tone. Try to learn as much as possible about the host and find common ground you can use to build rapport.
Next, prepare 3-5 main points you want to get across. These should be valuable insights that the audience will find useful.
Don’t reinvent the wheel, though. Lean into your existing content.
Finally, put yourself in the host's shoes and anticipate questions. Or have a chat with them and agree on the key questions to discuss.
And prepare concise, engaging answers. Think about stories to illustrate the key points. They resonate with listeners like nothing else.
It’s showtime!
This is the fun part.
Here are a few things to remember:
Podcast recorded? Well done.
Your job isn't done when the podcast ends, though. Instead of relying on the host to do all the promotion, leverage your network to spread the word.
As soon as the episode drops, share it across all your social media platforms. LinkedIn, X, Facebook, you name it. Tag the podcast and the host for extra visibility.
Don’t stop there. Repurpose the podcast for other platforms:
I’ll be honest with you: tracking the impact of the podcast on your SEO strategy is tricky.
That’s because it’s very difficult to attribute a potential increase in your website traffic or SERP performance to a particular podcast episode.
There are a few things you can do, though:
Being a podcast guest is just one way to use them for your link-building campaigns.
Here are two more.
Sponsoring a podcast is more transactional than appearing on one.
The deal is simple: you pay the hosts to promote your product or service by mentioning it during the show, in the notes, and on their websites.
The process is very similar to how you build links through podcasts ‘organically’:
Hosting a podcast can attract backlinks to your website in two ways.
First, your guests will most likely link back to it and share it with their audiences, increasing your visibility.
Second, it can attract traffic organically, especially if you feature well-known guests from your industry. For example, the Product People episodes I mentioned above have earned 483 links. Not too shabby!
By hosting a podcast, you’re in the driver’s seat: You decide the content, guests, and how to promote your website.
It also gives you lots of valuable content that you can repurpose as blog posts and social media posts to expand your reach further. And in the long run, it can help you establish yourself as a go-to resource in your niche.
You can even monetize your podcast through sponsorships and affiliate programs.
The downsides?
Hosting the podcast is resource-intensive, and the results don’t come overnight. Building a reasonable audience that would make your podcast attractive to reputable guests and sponsors takes years.
Podcast link-building is definitely worth a shot if you have enough expertise to share and are comfortable talking about it. It requires fewer resources than other strategies like guest posting and can help you get your company in front of audiences who prefer audio content.
However, some of the benefits, like increased exposure, are very difficult to attribute or track. You may also find that there aren’t that many quality podcasts in your niche that would be open to featuring you, especially if you’re only starting in the business.
That’s why I wouldn’t rely on podcast link-building as the primary tactic. Instead, use it as just one of many elements in the puzzle.
Want to learn more about incorporating podcast link-building into your SEO strategy?
Get in touch with the Editorial.Link team!
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