One of the amazing news from Google I/O 2019 was that Google will soon start showing podcasts in search results – Audio SEO. “Soon” cropped up to be very soon, as I’m already viewing these results in search engine. So, here’s a search for the podcast, MozPod:
Meanwhile, the feature is so interesting, and the detail that the important result comes to Apple while the episodes come to Google is compelling, however, the data out of I/O pointed to something more compulsive – that Google might soon be indexing podcast content and displaying audio clip in search results.
Can Google transcribe audio content?
At the present time, is this feasible? Yes, it is. I know that Google has provided us with a speech-to-text service as part of Google Cloud Platform since 2017, which has, up to now, gone through some iteration as well as upgrades. Earlier this year, Android Police chalked up source code modifications that have pointed out that Big G was proactively transcribing a few podcasts on the Google Podcasts platform.
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In fact, I got confirmation of this capability in the broader Google ecosystem.
When it comes to a search engine, I have even got the evidence of this capability in it, however, in so different medium. In April 2017, Google was interestingly testing suggested clip in YouTube videos. Have a look at a current example from a search for “how to learn adobe photoshop”:
It’s worth noting that the “Suggested clip” marked in the blue box, starting from 0:22 mark. What’s really interesting in this search is that variations that don’t produce different videos in some scenarios, but they generate different clips within the same video. Nonetheless, here’s the result I got back for “how to learn the adobe photoshoot” (just including the definite article “the”):
This time, the suggested clip is 83 seconds long and starts from the 0:28 mark. Actually, it’s clear from a few suggested clips that the feature is still in its beginning, but it’s not easy to figure out that Google is up to effectuating this feature dynamically without developing a transcript of the audio portion of these videos.
Why start with video? When it comes to Google, it just makes the important points. Though, YouTube is a planetary system to the pleasant great of Google Podcast and yet comes with an extremely sturdy infrastructure backing it. If Google can provide results based on the audio portion of a video, it makes sense that it can return results based on the audio files.
How would audio surface in search?
The extensions of the podcast seem to be the decided starting points that bring in automatic transcription and full-text (full-audio) search – in fact, both of which, by then, have been in the works. When you can make a search within Google Podcasts, nonetheless, take it that search capability to expand to typical Google searches.
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When it comes to audio SEO, the big question popes up in mind that Google will give back audio content directly or would use transcribed text. In most cases, returning audio clips might be a perfect match to searcher query. If you’re searching for drama series or something you’ve got a word in a podcast, then returning the original is a quite greater experience than just returning the plain text. Undoubtedly, the great benefit must be to voice devices like Google Home. Even though, showing up with audio might fill a content gap for voice devices and render a bridge that’s direct into the full podcasts and other non-text content.
How many podcasts do I need to Start? Audio SEO.
We seem to be in the middle of a minor podcast improvement and audio search can stir up that improvement. Even though, apparent Google to make changes by and by and test them for months or years. Are you already creating a podcast and really hope to turn it out in the search results? Now, what you’ll need to do to show it in the search result is to make sure you’re the part of the Google Podcast ecosystem and are adding as well as updating the meta data that’s currently available.
To get that content transcribed, you don’t need to do anything specific rather than having the clean audio in a format Google could process with. Meanwhile, you have to think about how your audio content is designed. But it’s difficult for Google to weigh up the totally free-form content even if it specifically owns a place. Is the subject of your podcast and each episode obvious? Is there a structure where a machine can go-over questions and answers with a fine-tooth comb? Are there succinct takeaways? Is there summary at the end of each episode?
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Basically, audio SEO would be all about treating the audio content in a more arranged and intentional way. However, broader Google’s evolution across a number of devices also intends that we should figure out what type of content caters to our audience’s needs. Is the user finding out text, video, or audio? In the broader search ecosystem, each method satisfies a different need and a different device.