Podcast Optimization Tips from SES

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Yesterday I attended the Podcast Optimization session at SES in NY. Chris Sherman was moderating and speakers were Amanda Watlington, Daron Babin, and Rick Klau, all of which provided very engaging presentations. It was a great and informative session, and here are some highlights from it:

Market

1. The Podcast marketplace is expanding rapidly
2. Feedburner is managing over 100,000 Podcast feeds
3. Feedburner is tracking more than 5M subscribers
4. For every download at Feedburner, there is approximately one download directly from the hosting site
5. 2/3 of the subscribers use iTunes
6. Most of the rest use a web-based service

Optimization Tips

1. Metadata is critical:
   1. Title
   2. Album
   3. Artist (host)
   4. Year
   5. Track – Episode #
   6. Genre – Podcast
2. Use the Comments section of the metadata to enter in basic info, Examples of things you could do here include:
   1. Summary of the Podcast
   2. The list of questions asked
   3. A transcript of the Podcast
   4. When the audience can expect the next episode
3. Find a good ID3v2 tag editor (this is where the metadata lives. Audacity is pretty good at this

Marketing

1. Do SEO optimized press releases about your Podcasts
2. Submit your Podcasts to the Podcast directories. There are a lot of these, but sometimes the small ones provide awesome volume, so submit to as many as you can find.
3. And, of course, ping, ping, ping every time you update your feed.

Personally, I think Podcasts represent a great opportunity. It’s still a very young market, but people are listening.