Search engine optimization (SEO) on Google and other search engines has become a real battle. Search Engine Optimization (SEO) is a digital marketing technique that corresponds to the websites on the results page that Google displays when we do an Internet search using precise terms. Today, however, audio content is encountering difficulties in making itself visible and attractive through consumer searches. Indeed, while users are increasingly turning to audio, Google doesn't read this type of content. Until now, audio has not been a priority for search engines. Nevertheless, with nearly 200 million podcasts listened to every month in France, the question of audio referencing is back on the agenda. So how do you optimize audio referencing?
# Difficulties encountered in audio referencing
Since they don't read audio files, search engines don't understand this type of content. However, Google in particular is keen to get around this obstacle. Today, to be able to reference your podcast, it is necessary to add a text transcription of the content in order to identify key expressions.
The problem is that even the automatic speech recognition technology Speech-to-Texttechnology, based on Google's artificial intelligence technology, doesn't reach the level of accuracy required for transcription. Indeed, this technology still has difficulty deciphering and transcribing named entities. For example, in audio content from KQED radio, the presenter uses "the Peninsula" to refer to the peninsula between San Francisco and San Jose. The Speech-to-Text artificial intelligence had trouble understanding what was meant. So, if the transcription of an audio is badly written, it can completely change the meaning of the content. Nevertheless, this is the most accurate technology available today, and it continues to evolve. What's more, it's possible to transcribe named entities manually to ensure a reliable transcription.
# How to optimize audio search engine optimization?
SEO (Search Engine Optimization) refers to all actions taken to improve visibility in search results. These optimizations enable us to show the algorithms that our content is qualitative and meets consumer expectations. Audio Search Engine Optimization (SEO) is the process of ensuring that audio files are displayed in the right place following an Internet search.
Google processes over 7 billion queries worldwide every day. For example, for podcasts to rank highest in the SERPs (Search Engine Results Pages), Google's criteria must be taken into account. The algorithm takes popularity and niche sector as the most important criteria, but also the length of the podcast. All these criteria enable Google to identify the relevance of your content. To make your podcast even more visible, you need to add tags such as titles, descriptions and tags so that Google can understand what the audio is about. It's also important to target the podcast. For example, if your audience is more interested in short-form content, you'll need to adapt your content to increase its popularity and visibility.
To improve your SEO, you can also ask listeners to write reviews. This technique will show the algorithms that your content is appreciated, and will contribute to the success of the audio. In the same vein, it can be useful to share the podcast link on social networks. This will increase the number of listens and comments, and thus the popularity of your content. You can also share your podcast on Google Podcast to increase your presence on the search engine.
When it comes to referencing music or other audio content, it's the same principle. To be well referenced on Google, you need to fill in as much information as possible. For example, you need to write a description, add tags and keywords. Encouraging the public to share and comment can also help visibility.
# Google works on audio SEO
At his annual event in 2019, Google's CEO announced that he wanted to develop the popularity of certain audio content, such as podcasts, by displaying them in results pages . Since this event, it has been possible to find podcasts when searching in several different languages.
From now on, if we put particular queries in the search bar, Google will display carousels of podcasts. These are series with podcasts retrieved from Google Podcasts.
Today, a team at Google is on a mission to increase the accessibility and visibility of audio. This team has set 3 objectives. First, to dedicate a section to audio files. Secondly, to improve the consumer experience between different devices (computer, voice assistants...). Finally, to improve the comprehension of audio content. Facebook is also moving into audio technology, with plans to release new features such as voice clips, podcasts and live audio rooms.
# SEO and voice assistants
By 2021, 20 million French people were using voice assistants. This figure continues to grow every day. But how does voice search fit into an SEO strategy?
Voice assistants each have a different way of working:
-Google assistant finds its results via Google searches. This assistant will therefore answer queries with the first SERPs.
-Siri is based on Apple Maps, so the results are local.
-Alexa isn't as smart as Google Assistant, it draws on its own data resources.
Voice SEO requires a few optimizations. First of all, websites need to use more conversational language, since voice queries take the form of discussion and exchange. You also need to include more interrogative phrases in your content. We're no longer going to write "best restaurant in Lille" but rather "Ok Google, what's the best restaurant in Lille?". Then there's the importance of good local SEO and reaching position 0 (or featured snippet) in Google results. There are, of course, other optimizations to adopt for voice SEO. However, if we're already well positioned in the search results, we can also be well positioned in the voice results.
Even if audio SEO is still in its infancy, we can already see a willingness to give more space to audio in search engines. We hope to see this trend develop in the future. Ekoo has clearly understood that audio search engine optimization is at the heart of current events. In fact, it uses Speech-to-Text technology to transcribe its audio content into text. It's a great way to get your site listed!
