You can find New Listeners to Your Public Radio Station from Web Searches
Millions of web searches are happening right now. And a lot of them are searching for news stories your public radio station is covering. But these searchers, who could become your listeners, are not going to find you because you haven’t optimized your web posts for Google, Bing and other search engines.
This is how we can find new listeners to your public radio station by using a few basic tools.
Let’s start with a basic story NPR, PRI and many stations covered. The Florida Recount. The peak traffic for this search term was November 11-17 according to Google Trends and now it’s dropped off by about half. NPR is the number one Google result today (November 22, 2018) but no public radio station in Florida is listed in the top 100 results.
Let’s Start with the easiest thing you can do to improve your search position:
Make sure the URL of your post includes the search term you want to rank for in Google. CMS systems will turn your post title in the url for your story and most public radio reporters and editors are going to write the headline to get attention once someone reaches the page. But that headline doesn’t include the search term most people are going to type into Google.
Most CMS, including WordPress, will allow you to edit the post’s url. Do it. Change the URL to something short and direct and make sure it includes the term you think people will use to find the information in your post. For Example: https://WXXX.org/post/After-hours-of-counting-some-counties-wont-make-deadline.html doesn’t contain the most obvious way people are going to search “Florida Recount.: Change the url to https://WXXX.org/post/florida-recount-november13-counties-missing-deadline.html.
Here you have two possible search terms in your url. “Florida Recount” and “Counties Missing Deadline.” Including the date helps Google rank your post in date order in searches.
Here’s the second best way you can convert visitors to New Public Radio Listeners
We all post audio of our stories on our websites. And we all have a listen live button too. But listening to a discrete story posted from the editors workstation isn’t going to add that visitor to your cume, especially if you’re a PPM Market. Make each story a playlist so that when the story ends the visitor is delivered directly to the station’s live stream win NO long introductory preroll. Just, “You’re now Listening to WXXX Live” so it isn’t totally jarring.
A non listener may get to your post through search or social and listen to your story…and hopefully these new public radio listeners will listen to the whole story and get to the live roll. Some visitors might become distracted while listening to the story and step away then come back to a story they may not have imagined they wanted to know about. And now they’re in the Cume!
More Public Radio SEO Tips and Tricks Soon.