Feb 13, 2018
This episode of the show is all about how to properly name your podcast. When I say properly, I don't mean there is some kind of etiquette around podcast naming, what I mean is there are best practices that make your podcast name work for you instead of against you.
Intrigued? You've got to hear what happened in this case study that I didn't intend to be a case study.
I have to admit that there are a lot of strong opinions in what I have to say on this episode. They're strong opinions I've had for a long time, not just about good podcast names but about a lot of things including company names, brand logos, and other stuff.
I'm no expert, so what I have to say doesn't usually hold much water, but in this episode, I'm going to walk you through the statistics of what has actually happened from choosing a good podcast name in order to show you that in this case, I think my opinion does hold some water.
Podcast names are not only the way you identify your show to others. They also communicate something about you, your message, the people you have as guests on your show, and the topics you cover. In my view, if your podcast name doesn't express those things clearly, what's the use?
Of course, there are many large brands and successful people who have done this whole podcast naming thing differently than what I am going to suggest on this episode, but we are not them.
Most of us are average people, without big followings, without the benefit of being a household name or brand that others have known about forever.
So we have to go about this a little bit differently. Our main objective is to get people to pay attention, to notice our podcast in the first place. That is why I a good podcast name makes a lot of difference.
In this episode I not only explain why it's true, I also demonstrate it through those stats I was talking about. You really need to hear this.
The situation I described as my case study in this episode is one where I was launching a new podcast, but the content is something I had created previously. It's a daily show so I didn't want to spend all my time promoting, promoting, promoting. That means my only promotional attempt on any of the episodes is an automatic post from my Libsyn media host account to Facebook. That is it.
No Facebook ads.
No email blasts.
On this episode, you're going to hear the way the numbers increased to well over 600 downloads in less than 30 days. It's remarkable, and I'm pretty convinced it only happened because I approached the name of my podcast with a keyword-centric mindset.
If that doesn't make sense to you, listen to this episode. I describe exactly what I did, why I did it, and how it appears to have worked.
When I say that the keywords you use in your podcast name need to be relevant, do you know what I mean?
Well, let's take this example as a way not to do it…you’ve probably seen podcasts in the Apple Podcasts directory that use this approach.
“Business Tips That Rock - interviews with people like Dave Ramsey, Jay Papasan, Cameron Herald, Tony Robbins, and more.
That is the opposite of a good podcast name. In fact, it is a VERY BAD podcast name. Why?
Because it is keyword stuffed. That means the person who wrote that name used words they assumed other people would be searching for that really have NOTHING to do with their actual podcast.
Not only is that unethical, it simply doesn't work like they think it's going to work. Apple has also been known to boot shows right out of their directory for doing that kind of thing.
So when I say you need to have a keyword-centric approach to the way you create your podcast name, I'm referring to the use of relevant keywords, the words that truly have to do with the topics and items you will be covering on your podcast.
That is a LEGITIMATE use of keywords, and it makes for a good podcast name that actually benefits you and your audience.
The reason I thought that taking a keyword-centric approach to creating a good podcast name would actually work is that I discovered a little-known fact. The Apple Podcast directory only considers three things when someone does a search for a new podcast to listen to. Here they are…
That is it.
So, if you want to rank in the search results for the words “content marketing” you had better have those words in the name of your podcast. At the very least you should have some episodes with those words in the title.
I guess you could figure out a way legitimately use “content marketing” in your author field, but it feels like a stretch to me.
The point is this: You have to play within Apple Podcasts rules if you want your show to actually rank for the things people are searching for. It's NOT gaming the system to do that, it is playing according to the rules laid down by the system. There's a big difference.
Make sure you listen to this episode to hear the amazing results I got from this little experiment that I didn't really mean to be an experiment.