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Are you optimizing your podcast show notes or website content for search engines? Let’s see if it’s working! In today’s episode, I’m walking you through how to track your SEO efforts to ensure your search engine optimization works for you!

Clocking In with Haylee Gaffin is produced and brought to you by Gaffin Creative, a podcast production company for creative entrepreneurs. Learn more about our services at Gaffincreative.com, plus you’ll also find resources, show notes, and more for the Clocking In Podcast.

Today’s episode is brought to you by Mic Check Society, a community for podcasters. Each month, I’m dropping an exclusive training, hosting a monthly hot-seat call and coworking sessions, plus you’ll get access to our Facebook group to connect with and network with other podcasters! Grab your seat inside Mic Check Society today!

Search Engine Optimization

Search Engine Optimization (SEO) is when search engines like Google are crawling your website, indexing your content, and allowing their users to discover you. I started in SEO when I was an intern at an ad agency, this was my first taste of what content marketing is. When you make this a priority in your marketing efforts, it’s important to track those efforts.

Using Google Analytics & Google Search Console to Track Your SEO Efforts

Two major tools that can help you analyze the results of your SEO efforts are Google Analytics and Google Search Console. They serve different purposes and can get a little confusing. But, we are going to dive into them to try and make them a little easier for you to use.

When looking at your overall search engine strategy, you likely have some type of goal. Having that goal in mind is great, but won’t necessarily help you in understanding your results.

It is so important that you are also looking at your conversions. If you are getting tons of people onto your site and not converting any of them, you should be trying to change that. You may be doing well on optimizing the Google side of things, but your site content needs attention.

If you’re interested in learning more about how to fix this, check out the training on Mic Check Society.

Google Analytics

Getting Started with Google Analytics

Traffic is the number one thing we are looking for when working on SEO. Inside Google Analytics, you will be looking at your traffic. I like to go to :

Acquisition > All Traffic > Source/Medium

Here, you can see where your users are coming from. You can look at what sources are most effectively directing users to your site. It’s also super important to give your content time. Some of your posts will immediately get traffic, but it’s good to give it at least 3 months to be active on your site. For even more accurate results, give it 6 months.

At Gaffin Creative, we blog weekly and that content gets traffic immediately. So you might see more immediate results.

If you go back to the source/medium section, you can look to understand if your content is working and what is working specifically. You can begin to analyze if you are seeing just as many referrals from each source you are using to direct to your site. This is where you can see what source is worth you investing in. If you have a lot more traffic coming from one source versus another, you can reoptimize your content to make those sources work better for you.

Another great feature is the timeline. Under your Google Analytics dashboard, you can see all of the traffic that has been coming in for as long as you’ve had your Analytics account set up. I like to go in and analyze trends or spikes in traffic.

Any trend changes based upon your content will be so helpful to you. You can look by day, week, or month. I like to see the changes in results as far back as when we began pushing blog content in January 2021. In December of 2020, our total traffic was 71 visitors, by September of 2022 we had 803 users coming from Google. That is a huge jump! This can be attributed to the consistent content we have pushed during that time. These are blog posts, podcasts, and more. And, these results are coming from the content we put out as soon as we started, not just the new content. By June of 2021, we double our organic traffic. By December of that same year, it was quadrupled. This optimized content can make a HUGE difference.

Conversions

This is what you want to look at in order to see if your efforts are actually paying off. A great way to get a closer look at the effectiveness is to analyze your conversion rate. There are two ways to find this out.

The first is to go back to that Acquisition > All Traffic > Source/Medium. You can add a secondary dimension. Here, you are able to type in landing page. Now you can see what landing pages are performing the best. Mine happens to be the homepage, this isn’t always ideal. For me, the homepage directs the user pretty well, so it works. Then, I have quite a few pieces of content that opt people into my newsletter. One well-performing piece of content is my Podcast Budgeting Worksheet. People are able to download the worksheet and opt-in to my newsletter. Then I can market to them through the newsletter. For the most part, every person who comes to that page becomes a subscriber. It has become one of my best-performing pages.

Another thing to consider is, what is the goal of your content.

Google Search Console

Getting Started with Google Search Console

Inside of Google Search Console, you want to look at your performance and search results.

I can go back all the way to May of 2021, I have had 463,000 impressions on my website. Of that, I have had 6,440 clicks. What I love about this is Google Search Console will show you what your top search queries are and what your top pages are. So I can see what keywords got them to my site, and what page that brought them to.

Then, I am able to rework my content based on what keywords are bringing people to my site and if the content they are landing on is accurate to that search. What can you improve in what the user sees to make them convert from a search to a click?

Look at the organic traffic and make sure that your results are steadily going up. If it’s not steadily going up, something is not working.

Is Search Engine Optimization the Right Approach For You?

If you are in a unique field, or one of the first in that field, I say go for Google first. Establishing yourself on search engines early on can be a major benefit for your brand. If you get any inquiries from Google, or you want to, go for it.

When I first started, there weren’t a lot of people doing what I was doing. I wish I would have started optimizing my content earlier. But, the efforts that I made in the last year to two years have done so much good for my brand!

You can make Google bring great results for your brand and bring back lots of value.

Mentioned in Today’s Episode

Podcast #79: Why Coaches and Creative Educators Need to Be Optimizing Their Podcast Content for Search
Podcast #10: Beginner’s Guide to SEO: Optimizing Your Website for Search Engines
Podcast #11: 11: Using Google Search Console for SEO Planning
Blog: Boosting Your SEO Rankings with Your Podcast
Blog: Podcast SEO: What You Need to Know as a Podcast Host

Mic Check Society

More than likely, you’re already doing all of the necessary work to optimize your podcast show notes, but just aren’t implementing it into your blog posts. So, I have created a training just for you. This is for anyone who is trying to serve their audience but also make money in their business. Head over to Mic Check Society and join the annual membership to be a part of the new SEO strategy training. This training, Optimizing Your Podcast Show Notes for Search Engines, walks you through the technical aspects of SEO, why it’s important, and how to optimize your content. You will walk away with the knowledge of keyword research, how to find those keywords and content planning around those keywords, and you’ll even take on the technical aspects of your blog posts.

Today’s episode is brought to you by Mic Check Society, a community for podcasters. Each month, I’m dropping an exclusive training, hosting a monthly hot-seat call and coworking sessions, plus you’ll get access to our Facebook group to connect with and network with other podcasters! Grab your seat inside Mic Check Society today!

Catch the Show Notes:

Clocking In Updates (0:13)

Two Tools to Use (5:55)

Google Analytics (8:00)

Timeline (10:50)

Looking at Conversion (14:20)

Google Search Console (16:00)

Is Search Engine Optimization the right approach for you and what could it do for your brand? (19:25)

Mic Check Society (21:00)