How can Interviews improve your SEO?
SEO is and can be a huge minefield for people and businesses alike. There are lots of subtleties and nuances. However, something that any SEO or marketer would be hard pressed to deny is that interviews can have a sizeable impact on your ranking potential and improve your SEO.
In this article I will show you 6 ways that using interviews in your marketing can help with your SEO.
Backlinks & Mentions
Links, in particular “follow” links are a key component of SEO. When an authoritive, and relevant website links back to yours, it is a really positive ranking signal to search engines.
Unfortunately there isn’t an exact science around the value of a single link, however, using tools like Moz and their Domain Authority metric, we are able to effectively see how authoritative a website is deemed.
Tools such as Moz’s Link Explorer can help you identify how authoritive a website is through a domain score out of 100. The higher the DA, the better the backlink is, so long as the website is relevant.
The great thing about backlinks is that they have more than one benefit. Not only giving your website extra credibility, but also bringing traffic to your website.
So, consider being an interviewee on websites with a high DA, or that have high relevancy to your field. A backlink from those websites will help build your own DA.
Keywords & Rankings
During your interview you will mention numerous keywords that you may want to rank for, or even that you may not have considered.
That is why, prior to an interview, you must consider your messaging and how you can’t to convey it. You can be both natural and strategic. Think about the terms and phrases you want to get across. When the interview is then published you will have the potential to rank for these keywords.
If you aren’t tracking your progress on these keywords, it will be impossible to tell if you are making progress. And, if you aren’t able to track, or aren’t sure of the keywords you should be tracking, get in touch with me, and I will be able to help narrow your focus, or do it for you.
A great thing about interviews is that you can repurpose them into a number of other formats. This can give your interview extra reach, and also the potential to be ranked in different versions.
This could be ranking for video, in image search, or for written blog content.
Consider making video snippets, infographics, and blogs about your interview(s). This will not only mean your interview could rank, but also your additional content. The more content you have ranking highly in Google, the better chance of generating organic traffic.
Featuring on your own website
Where appropriate you can post the interview, or extracts from it on your website. This will improve the content size and quality on your website (not just the interviewer site/location), giving search engine crawlers more relevant content to help your website rank as an authority in your given field.
It also helps build your credibility, as when new traffic comes to your website, they can instantly see your credibility, and that in turn helps build trust.
People want to know they are going to work with people and businesses that know their stuff, and will provide them with exactly what they are looking for. Everything from DIY products and food stuffs to business services and medical care.
There isn’t an industry where interviews aren’t appropriate, as long as they are used properly.
Natural Language Processing (NLP)
Interviews are an incredibly powerful medium of sharing messages and creating content, in a completely natural way.
This is the definition of Natural Language Processing (NLP) according to Becominghuman.ai:
“Natural Language Processing, usually shortened as NLP, is a branch of artificial intelligence that deals with the interaction between computers and humans using the natural language.
The ultimate objective of NLP is to read, decipher, understand, and make sense of the human languages in a manner that is valuable.”
As search continues to develop, machine learning, and semantic content will continue to gain traction. More emphasis will be placed on the natural nature of content, and how content is written.
Interviews are how you can get ahead of the curve, because the language is already natural and not manufactured.
Transcripts are a fairly simple way of helping your SEO. These can be made of your interview answers, converting your voice into the written word. It is recommended for a number of reasons. The main of which is because audio and video content is extremely difficult, if at all possible for search engine crawlers to obtain.
A .srt file for videos is one of the few ways in which search engine crawlers can actually crawl the video content, apart from the title and description.
Creating a transcript provide you a lot of quality, relevant content that search engines can crawl.
I’ve generally found that a 20-25 minute interview can generate over 3000+ words of highly relevant, keyword rich content. That’s an awful lot of words.
The good news is that there are plenty of tools out there that can help you create these transcripts, and do all the leg-work for you. Some are human-driven; some are machine driven. Both have their merits and drawbacks. Today I have one tool of choice;
Rev.com. I love this tool because it’s competitively priced, accurate and has a quick turnaround. It is also great because you can either use it to generate full transcripts or simply caption videos of your interviews.
Track the success of your interviews for SEO
The good news is that all of this can be tracked and analysed. Everything from mentions and backlinks to keyword rankings, domain authority and traffic generated.
To use interviews effectively, you have to know how well they are performing. You can do this yourself, or you can get me to help you. The choice is yours, but interviews take time, so it is wise to outsource your interview preparation, outreach and post-interview promotion.