The Podcast System That Gets Coaches Cited by AI

Full transcript

Coach, do you remember the days of the bodybuilding.com forums, where that was where you went to get information about training and nutrition? If not, I've just made myself seem old. People get information differently now compared to even a few years ago. So I'm going to show you a system we sell, built for a client, which helps them record something once and then get discovered pretty much across the board.

It all starts with them recording their podcast. They do a weekly podcast, them and the other co-owners, and inside it they're tackling the things their ideal client is actually looking for advice on. They upload it to Spotify, YouTube and all of that. The thing is, they upload it there and 48 hours later it's not getting any more reach. They get a lot of views, then it slowly dips down over time. Sometimes YouTube will resurface it a little, but the majority of the time they get peak interest and then it dies off. And that's the same across all the platforms: YouTube, Spotify, Instagram and Facebook.

You're renting the attention of the person, and it's not really that indexable. People aren't going to go search and find it. It's in the feed, then it's whoever's next, whoever's next. There's not much searchability going on, and that's a bit of an issue.

Because your clients right now are searching what's wrong. They're asking, why can't I lose weight, I'm in a deficit. And when Google isn't giving them what they want, they're going to AI: I can't lose weight, I think I'm in a deficit, what should I do? And if we are not set up for that, it's other people's information, sometimes even incorrect information, that's being shown. If they search Google, they'll get Healthline, they'll get Reddit, they'll get Men's Health. If they're asking ChatGPT, it ideally should be your coach's website that gets cited. ChatGPT basically does the same thing as searching on Google, except it uses Bing and some slightly different search methods. But we are not being cited as the information, and that is the issue. So we went and fixed it.

The way we wanted this to work: we don't want to add loads of extra work trying to do all the SEO and the GEO. We want to just do the thing they always do, which is create the podcast, or the YouTube videos, or whatever the long form piece of content is. Then copy the link to the YouTube video, copy the transcript, and paste it into Claude.

What we did with this coach was set up a Claude skill. Once they paste in the YouTube link and the transcript, it reads all of that, works through a series of tasks, and produces the episode page: exactly what the title is going to be, the transcript, the key points from it. It builds out the page, adds the new piece of content to the library, and then updates the sitemap and the llms.txt.

Why does it do all of those things? Well, any time they upload a new podcast now, it's actually hosted on their website. On the site there's the podcast library, people can go through the episodes, and the videos are the ones from YouTube, so when someone clicks, the views still attribute to that video on YouTube. Each page has what's actually being covered, the takeaways, the key points, and it's really nicely navigable for the clients, or prospects I suppose they'd be at that point.

It has the summary in her voice, the takeaways, the full transcript, and the buttons to go back and forward, so people can binge the content once they get on there.

The way it's set up is important, and these are the reasons behind it. The episode page, the title, the H1s, the tags inside the page are all structured so it's easy for search engines to find. And for the AI searches, there's almost a menu inside the site: here's what we have, this, this and this, so it's really easy for them to index it as well.

When we upload a new page to the website, this is what happens. There's the sitemap, which is used by Google. Any time we upload a new episode, the sitemap needs updating, and normally that's a bit of a pain to do manually. The Claude skill does it automatically, so episodes actually show in Google search results, the AI overviews and Gemini. Then there's the llms.txt file, which is what gets picked up by things like ChatGPT and Claude.

The more we do this, the more authority we build in the eyes of Google and these AI agents. I don't want to say flywheel, because that's all the rage in marketing, but it's essentially that kind of motion. Every time a new episode goes up, we're handing it to the AI agents. The more of these we do, the more questions we're answering, the more of a wealth of knowledge we're building, and in their eyes the more authority we have with this market, and the more they start answering questions by referencing the site.

If you wanted to do something like this yourself, here's how I'd recommend it. First, pick the platform for your long form content, whether that's YouTube, Spotify, whatever it is. You'll need the link and the transcript for each piece. If you're putting it on Spotify, you might as well put it on YouTube at the same time. Then on your website, have a content management system set up: your main website page, and maybe a subdomain like blog.yourwebsite, where every time a new piece is uploaded it creates a new page, and all the pages link back to the main library.

So when a lead or prospect goes onto your website, they see all of this content in one place, and once they click any piece, it opens its own page. Every time a new YouTube video goes up, the same thing happens automatically and the library grows. And the LLMs and the search engines can see all of it too. So when somebody asks who should help with fat loss for your exact avatar, if that's the content you're creating, it makes it so much easier for them to show you as the actual person. If you have any questions on that, let me know. Hopefully that all makes sense. Take this and do something cool with it.