Let's face it, SEO can be really confusing. One moment you think you've figured it out, and the next you're lost in a maze of keywords and algorithms. But don't worry! Even with just a few simple changes, you can still attract those valuable Google visitors to your website.
Just like many online entrepreneurs, Kieran MacRae wanted a steady flow of customers coming directly to his website without constantly having to promote himself. He knew that Google could be the key to making this happen.
Kieran MacRae
When he launched his podcast coaching services, Kieran set up a dedicated page on his website to showcase what he offered. At first, he targeted the keyword "podcast marketing services" and used it as the page title.
However, after a few weeks, Kieran checked Google Search Console and found something interesting:
His page was actually ranking for "podcast marketing coach" instead of the keyword he initially chose. This discovery made him rethink his approach. He realized that "podcast marketing coach" was a better fit for his services since he focuses on teaching clients how to handle their own podcast marketing rather than doing it for them.
With this new insight, Kieran decided to optimize his page to target "podcast marketing coach." The results were amazing. His page jumped from page 7 to page 2 in Google's search results.
Encouraged by this success, Kieran went back and improved the content on his page even more.
And there you have it! His page reached the coveted spot on page 1 of Google's search results.
Here’s exactly what was done so you can apply the same strategies:
Step 1: Update the URL
The first correction was updating the URL from:
`podcastmarketingpuzzle.com/services` to `podcastmarketingpuzzle.com/coaching`
His reasoning was simple: there's no need to repeat words that already appear in the domain name. Since "podcast marketing" was already present in his domain, he could streamline the URL to /coaching. However, if his domain was something like kieranmacrae.blog, he would've needed to create a page with a URL like /podcast-marketing-coaching.
To prevent Google from getting confused and to retain valuable visitors, Kieran set up a redirect from the old page to the new one. This ensured that anyone clicking on the old link would be seamlessly redirected to the correct page. He used the Redirection plugin on WordPress to do that.
Next, the Better Search and Replace plugin was employed to swap out all internal links from the old URL to the new one. Technically, this step wasn't strictly necessary due to the redirect, but it's always a good practice to keep things tidy — better safe than sorry.
Kieran made all these changes simultaneously, and while he can't be certain, he suspects that updating the URL had the most significant impact on his page's improved ranking.
Step 2: Refine the title
Kieran's initial title, "Podcast Marketing Services," no longer aligned with his targeted keyword. So, he updated it to "Podcast Marketing Coach." While he's still considering ways to make the title more enticing and click-worthy, he's currently using "I'll Help You Grow Your Podcast" as a placeholder.
Step 3: Create a compelling meta description
While updating the title with the Yoast SEO plugin, Kieran also took the opportunity to revise his meta description, ensuring it included his target keyword. Although Google often automatically generates meta descriptions from page content, Kieran prefers to take control and optimize this crucial element for maximum impact.
He cleverly incorporated his name into the meta description to build trust and emphasize the personalized, one-on-one nature of his coaching services. He believes this resonates with the search intent of individuals seeking a coach, as they're likely looking for a specific expert rather than a large organization.
Step 4: Naturally incorporate the keyword in the content
Initially, Kieran's page simply listed his services with links to his ConvertKit product pages. Curious to see how far the page could climb in search rankings with minimal text, Kieran ensured that the target keyword appeared 3–4 times throughout the 500-word content. This wasn't about achieving a specific keyword density but rather ensuring a natural and relevant flow.
These seemingly minor changes were quickly indexed by Google, and Kieran's page experienced a significant jump, landing at position 12 on page 2 of the search results.
But Kieran wasn't satisfied yet. His ultimate goal was to rank for the broader keyword "Podcast Coach," but he recognized the value of initially targeting the longer-tail keyword "Podcast Marketing Coach." It was time to update the page's content.
Step 5: Add new content
Kieran analyzed the top-ranking pages for his target keyword and identified two key elements missing from his own page: an "About" section highlighting his expertise and credibility, and a "How I Can Help" section outlining his specific areas of focus.
He addressed this gap by adding both sections to his page. To save time, he repurposed his "About" section from his podcast Audits page, tailoring it slightly to emphasize his coaching services. Recognizing that writing about himself wasn't his strongest suit, he enlisted the help of Claude.ai, an AI writing assistant, to create a compelling copy.
In the "How I Can Help" section, Kieran broke down the three main stages of podcast marketing where he could provide guidance and support.
To further optimize the content, Kieran utilized Surfer SEO, a tool that analyzes the use of NLP (Natural Language Processing) keywords to assess a page's relevance. While his initial score was decent, he implemented Surfer SEO's suggestions, incorporating relevant keywords and refining the text, ultimately achieving a top-notch score.
He then seamlessly integrated the updated content back into his WordPress website and hit publish.
Step 6: Add internal links
Kieran's final step was to update his internal links to reflect his target keyword, "podcast marketing coach." This was a relatively quick task, as he, like many solopreneurs, includes a section at the bottom of each article highlighting his services.
He updated the few pages he had already built backlinks to, aiming to pass along some "link juice" (SEO value) to his newly optimized page. He also ensured a prominent link from his homepage for maximum effectiveness.
The jump to page 1
The following day, after updating the keyword tracker, there was exciting news — the page had moved to page 1, position 7 on Google! This significant shift occurred even before building external backlinks directly to the page. There's optimism that the ranking will improve even further in the coming weeks as Google continues to assess and adjust search placements.
It's worth noting that "podcast marketing coach" is a relatively less competitive, long-tail keyword, which contributed to the swift progress to page one. Targeting the broader and more competitive keyword "Podcast Coach" will undoubtedly require a more comprehensive SEO strategy, including efforts to enhance his website's overall authority. But Kieran is confident in his ability to tackle this challenge one step at a time.
Conclusion
So, what did we learn from Kieran's case study? By:
- Updating the URL to reflect the target keyword;
- Refining the page title and meta description;
- Naturally incorporating the keyword into the content;
- Enhancing the page with valuable, relevant sections;
- Strengthening internal links.
Kieran successfully improved the website's ranking and visibility.
Give these strategies a try and see how they can work for you. SEO doesn't have to be confusing — as we've shown, even small changes can make a big difference.
If you're interested in growing your podcast, you can learn more at podcastmarketingpuzzle.com.
