Monday’s blog post about using descriptive paragraphs to bring in listeners was well received. Folks even sent quite a few emails and several comments asking me to expand on the descriptive paragraph topic and give tips and examples. Before I do, let’s talk a little about Search Engine Optimization or SEO.
SEO is the art of using popular phrases and keywords to bring in traffic. As a professional blogger, I hate keywords and phrases. I find many of them to be unnatural. As a radio show host, you want to use as many of them as possible in your show description. Let’s say you’re interviewing George Clooney. Lots of people search for information about George Clooney every day, he is your keyword. If you can name him two or three times in your paragraph without it sounding too silly, by all means do so. But once is still good.
In fact if you want to look for what people are searching for, and create shows around those popular topics, you can do so by using Yahoo Buzz, Google Trends and even keyword tools such as Overture.
But I digress…
If you’re interviewing George Clooney for your show mentioning his name will be good enough to bring in many listeners, but don’t stop there. Why are you interviewing George Clooney? Is he promoting a film or charity project? Will he be discussing a political event or giving his point of view? You’ll certainly want to put this information in your description as well. Now you won’t be just drawing in Clooney fans you’ll be piquing the interest of movie buffs, charity supporters or those with an interest in politics.
“George Clooney will be a guest on the Deborah Ng show this evening where he will discuss why he supports Barack Obama in the upcoming Presidential election. Listeners are invited to call in or chat.”
Already you have three important key phrases: “George Clooney”, “Barack Obama” and “presidential election.” Also notice I mentioned how listeners can call in and chat? That makes it even more interesting. Lots of people want to ask questions of George Clooney, all the more reason to come by. Now potential listeners know they can look forward to hearing George Clooney answer questions from real people.
Ok, so you don’t have a famous special guest. That doesn’t mean your show isn’t interesting. There are still ways to hype your segment and get people to come in and listen.
“D.J. Deb plays the best music from the hairbands of the 70’s and 80’s. Tune in to hear some blasts from the past from Poison, Motley Crue, Judas Priest and more. Have a special request? Send it in early to DJDeb@notarealemailaddress.com and I’ll get it on the air for you.”
The above paragraph tells you the host isn’t just playing music. She’s playing a specific type of music. By including names of some of the bands on the playlist she’s appealing to fans of this genre and those artists. Plus people searching for these bands might come across this link and stop to listen. It appeals even more to listeners as now they can even request a favorite song – who doesn’t like to hear his name called out on the air?
I was asked if there’s a particular word count. There isn’t. You don’t want to make the description too wordy nor do you want it to be so vague it doesn’t tell the reader anything. A paragraph or two is fine as long as you mention any special guests, the show’s topic, and if anything special is happening. Will you be taking calls? Will there be a chat? Are you going to sing? Include it all in there. Give people a reason to stop by. What would make you want to come by and listen?
Would you like help with your show description? Drop me a line at firstname.lastname@example.org and we’ll work on a solution together.