3 Steps Digital Marketers Can Use to Optimize Content for iTunes - dummies

3 Steps Digital Marketers Can Use to Optimize Content for iTunes

By Ryan Deiss, Russ Henneberry

Podcasting is an effective and affordable way for digital marketers to distribute content on the Internet. If you’re podcasting, you need to understand how iTunes ranks podcasts so that you can get more exposure to iTunes users. Take three steps to improve your search rankings within iTunes.

Step 1: Solicit reviews

Positive reviews tell iTunes that your podcast is worthwhile and should be rewarded with high search rankings. To generate reviews, use the podcast itself to ask people to leave reviews. At least once per episode, have a call to action to remind people to review your podcast.

Step 2: Create a clear title and a clean cover design

You want a specific title and a sharp cover design not only to describe your podcast, but also to attract an audience. A cute title is likely to get lost or passed over because people won’t know what your show is about. Therefore, be precise in your title, and include keywords that improve your rankings and help searchers find you. In that same vein, include keywords within the episode’s title and description.

Next, include a sleek cover design for your podcast — one that demonstrates the theme of your podcast but isn’t too busy. Keep in mind that your podcast cover is the size of a thumbnail. Keep the cover simple; otherwise, your message is likely to get lost.

Step 3: Grow downloads

Like reviews, the number of downloads your podcast receives indicates the quality of that podcast. As a result, download velocity has a direct effect on your search results in iTunes. Steady, consistent increases in downloads improve your rankings.

To increase downloads as you launch your podcast, publish three to five episodes at the same time, because the more times you publish in the beginning, the more episodes people have access to and the more downloads you’re going to see as people subscribe. As you gain subscribers after the first couple of weeks, you can publish on a consistent date, such as one episode every Tuesday, to let your audience know when to expect your latest episode.