As a link builder, how often do you find yourself pulling your hair out?
Okay, maybe not literally, but figuratively at least.
We’re under a lot of pressure to deliver good results in an environment that isn’t always favorable to us.
We need links that are relevant. We need links that are authoritative. But at the same time, we need links that are accessible and inexpensive.
It’s a difficult juggling act, to put it mildly.
But there are some strategies and approaches that can make our lives easier.
And some of them take advantage of relatively new mediums – with some incredible potential results.
What Is Podcast Link Building?
Enter the world of podcast link building.
In some ways, it’s exactly what it sounds like. But if you’re not familiar with podcasts or their potential for link building, it may seem a bit foreign to you.
Hopefully, you already know that podcasts exist. These audio-only recurring forms of content are available on a wide variety of platforms and networks, and they’re consumed by millions of people around the world. Often, though not always, podcasts function like talk shows, with regular hosts, guests, and formats related to interviews and discussions.
Podcast link building is the process of taking advantage of podcasts for the sake of building links to your website. Typically, this manifests as being featured on a podcast as a guest for an interview or a discussion; the podcast host will then feature a link to your website, typically across various platforms, including podcast distribution channels, social media, and their own website.
That said, there are a number of ways to approach this strategy, and you should feel free to adopt your own style with respect to it.
Why Is Podcast Link Building Valuable?
Why is podcast link building so valuable?
- High authority. For starters, this is an easy way to get access to sources with high authority. The most popular podcasts in the world have tens of millions of recurring listeners and domain authority to spare. These links can greatly boost the authority and visibility of your website, and they can make you look more authoritative because of your affiliation with the hosts. On top of that, because these podcasts are constantly searching for new guests, they typically represent much easier and more accessible opportunities for link building, when compared to other high authority sources.
- High relevance. Another advantage is that building links via podcasts allows you to greatly increase the relevance of your links. It’s a recurring joke in the community that everyone and their mom has a podcast now, and while that’s not literally true, it might as well be. You can find podcasts on almost any conceivable subject, which means there are probably hundreds, or even thousands of podcasts in your specific niche. You can interview on a different podcast every week, only building links on highly relevant sources, and you might not run out of link building opportunities for years to come.
- Natural link building. You likely know that natural backlinks are good backlinks. At least, we hope that’s the case. Podcast link building is advantageous in part because it offers very organic, natural link building opportunities. It’s normal and expected for podcast hosts to bring on new guests with every episode, and it’s normal and expected for them to offer links to showcase who those guests are and where they come from. You don’t have to pay for these links, you don’t have to worry about how you place them, and you practically never have to worry about Google thinking of them as spam.
- Opportunities to showcase authority. Being featured on a podcast also gives you an opportunity to showcase your authority as an expert in your field. Although this is an incidental benefit if you’re concerned primarily with SEO and organic search rankings, it’s not something you should ignore. Many podcasts function as platforms that can expose you to thousands or even millions of people, and if you make a good impression on the audience, you’ll likely boost the reputation of your brand and earn some new business directly.
- New relationships. Each new podcast host you connect with is a new relationship that you can nurture. Even if you don’t get much additional value from subsequent links on this source, subsequent appearances on the podcast can get you more brand exposure and visibility. You can have a recurring spot on the podcast for the foreseeable future, and you can leverage your connection with this podcast host to connect with others. Podcast creators typically have extended networks of relationships with other podcast creators, so you’ll have an easier time tracking down new sources.
- Inherent scalability. There are more than 6 million podcasts in the world. It’s practically inconceivable that you’ll ever run out of podcast link building opportunities. Once you get the hang of things, and you start developing your reputation as a good podcast guest, you can build more and more links to your website.
- Less competition. An underrated advantage of podcast link building is that it typically features less competition. All your competitors are probably working hard to make pitches to common guest posting opportunities, but they may not be working equally hard on being featured as podcast guests. Additionally, many podcast hosts must work hard to find relevant, authoritative people to bring on the show, and they don’t always have deep pools of candidates to choose from.
- Mutual value. Finally, remember that being featured on a podcast is a form of mutual value exchange. You’re earning a link and a chance to showcase your expertise, but the podcast creator is reaping value in the form of entertainment for their audience and substantive material for their show. This is not a form of exploitation, and podcast link building is therefore highly sustainable.
Strategies for Success in Podcast Link Building
That said, you probably already understand that success in the podcast link building world isn’t guaranteed.
If you want to maximize your chances of success, you’ll need to follow these strategies:
- Build your authority and expertise. First, you need to develop your authority and expertise in a particular niche. Most podcast hosts don’t want to interview people randomly or arbitrarily; they want people who have valuable information and insights to bring to the table. If you have lots of credentials and experience to show off, you’ll make yourself a much more attractive candidate. In fact, at the higher echelons of your niche, you’ll likely attract some invitations naturally. Even if you have to hunt down opportunities manually, you’ll be able to list your credentials and showcase your authority as part of your pitch.
- Increase the visibility of your content. The more visible your content is, the better, and for multiple reasons. For starters, increasing the visibility of your quality content means you’ll be more likely to naturally attract invitations onto podcasts that are relevant to your field. Podcast creators are constantly scouring the web and social media for interesting guests that they could bring on. Additionally, improving the visibility of your content can also help you build a following, which will make you a much more attractive podcast guest. Podcast hosts expect their guests to mention their appearance, which manifests as a form of cross-promotion. If you have a big audience, you’ll be a much more attractive podcast guest.
- Consider starting your own podcast. Starting a podcast isn’t exactly hard. You’ll need to invest in a few pieces of equipment and devote some time and energy into producing your content, but it’s not especially difficult or burdensome. If you start your own podcast, you’ll have a new platform for your content, you’ll have an easy way to network with other podcast creators, and you can swap spots with other people in your niche. This is also a great way to better understand the nuances of creating and maintaining a podcast, so you can better connect with other podcast creators.
- Vet each show. Just because you can build a link through a given podcast doesn’t mean you should. Before reaching out to a podcast creator, you should do your due diligence and vet each show. You need to find shows that are authoritative, trustworthy, and kind to their guests; otherwise, the link building opportunity may not be worth it. It’s also a good idea to listen to a few episodes before you appear, so you can get a feel for the interviewer’s style and the format of that particular podcast. If you go onto a show unprepared, you could be caught off guard by unexpected behavior or expectations.
- Get spots on small podcasts. You can start your podcast link building efforts by securing spots on small podcasts with minimal audiences. Obviously, these aren’t going to be as authoritative or as visible as their bigger cousins, but they’re going to be extremely accessible. Most small-time podcast hosts have a dearth of guests, and they’d be happy to interview anyone who’s even marginally relevant to their chosen niche. Once you land a few spots at this tier of authority, you’ll have an easier time working your way up.
- Network aggressively. As you begin setting foot in the podcast link building world, plan to network aggressively. Networking is one of the best ways to learn of new podcasts and get in touch with new creators, and it can help you build your reputation in the community as well.
- Work your way up. Once you begin getting some momentum in your podcast link building strategy, focus on securing links on bigger and more prominent podcasts. As you might imagine, bigger podcasts typically have larger audiences, more authority to spare, and more reputational benefits to offer. They tend to be less accessible, but as you build momentum, they’ll become easier and easier to tap into.
- Nurture your relationships. Being featured on a podcast once is a good thing, but if you want to maximize the value of your appearances, it’s a good idea to nurture your relationships. Be the best podcast guest you can, send follow-up messages, and return the favor if you get the opportunity. Building good relationships will help you secure more spots and keep you in good standing with interviewers and hosts who can help your link building efforts in other ways.
- Provide value to audiences. When being featured on a podcast, make your top priority providing value to audiences. If people like hearing from you, they’ll request to have you on again, and other podcast hosts we’ll see how valuable you are as a guest. This will make it much easier for you to build links on other sources, and it will improve your reputation and standing in the community. To provide the best possible value for the audience, get a feel for who the audience is and what the podcast is trying to accomplish. If you want to go the extra mile, take a look at previous podcast guests who were especially appreciated, and see if you can figure out what made them distinctive. Then, bring your best material, prepare thoroughly, and try to give the audience something they truly want.
- Include plugs when possible. Being on a podcast is about more than just building a link. This is an opportunity to build your authority and promote yourself as well, and most podcast creators are happy to have you plug your products, services, and upcoming content. Take advantage of this.
Podcast link building is somewhat straightforward in terms of its advantages and the core approach, but developing the right tactics to maximize your SEO value can be challenging.
That’s why our expert link builders have devoted considerable time and effort to understanding podcast link building, so we can better help businesses like yours.
If you’re ready to get started with podcast link building, or if you just need some advice on how to develop your existing link building strategy, we’re on standby with the consultants and expertise you need to be successful.
We’re already ready for you – so contact us today!
Chief Marketing Officer at link.build
In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International. As a technical SEO strategist, Sam leads all paid and organic operations teams for client link building services campaigns. He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.
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