How many times have you been in the middle of a conversation and wanted to reference something that you found in a podcast, but struggled to remember all of it? Maybe you’re one of those people who can remember exactly what point in the podcast that was, but for most of us, finding that nugget of information again would mean listening to the podcast over again – by which point our conversational partner will have got very, very bored. But Google has heard your pleas and come up with a solution to the problem – automatic podcast transcriptions. So if you produce a podcast, you’d better enunciate!


Why Transcribe Podcasts?

You might be asking yourself, why should you bother transcribing podcasts in the first place? After all they are a verbal medium, not a text one. But did you know that transcribing podcasts creates a better user experience, helps you promote episodes more easily, increases web accessibility and opens up the door to new kinds of content for your business. It also means you will reach a wider range of people. After all, some people are very audio driven, while some prefer to read information. So whichever way you slice it, transcribing podcasts is a good idea – and that’s before you get to any of the SEO reason!


Transcripts in Metadata

At the moment, Google is amazing at giving you text and video related to your search query. That’s great, but it leaves the fantastic work done by podcasters out in the cold. But there’s no reason it has to stay that way. At the moment if a podcaster wants to create a transcript of heir podcast they have to create it themselves – or pay to have it transcribed – and then upload it. This at least creates a written version of the podcast that will appear in searches, almost like a blog. But the newest change is that Google Podcasts is now automatically transcribing dialogue in podcasts, and using it directly as metadata. According to Android Police, the transcripts will pop up as metadata within individual podcast episode web page sources (but not within the app itself), making them searchable.


Why Should You Care?

Discoverability has always been a bit of a problem for Podcast providers. Since the medium is verbal, being found online in text-based searches is difficult, if not impossible, unless they invested time or money in transcribing podcasts themselves. This means podcasters have been relying on other, more complicated, slow-burn methods to be discovered. But with automatic transcripts, being found online will become much, much easier. For businesses looking to launch a branded podcast (or those already using one), increasing discoverability can help attract new audiences and make it easier for past listeners to find you again. For years now, podcasts have been valuable as part of a wider marketing strategy, but often the benefits weren’t quite high enough to convince brands to use them. But with automatic transcription, podcasts could become an even more viable part of the content marketing strategy for your business.


At Ad-Extra, we help business owners rank highly on Google through paid search and advertising. That includes advertising your podcasts, getting them published on Google’s recognised platforms and ready for the world to see. If you would like to find out more about how to advertise your podcast on Google, just get in touch with the team at Ad-Extra today.