Have you ever thought about how to take your podcasting strategy to the next level? With video becoming increasingly important in podcasting, it’s essential to understand how to make your content stand out in a sea of information. That’s why I’m thrilled to have Atiba de Souza as this week’s guest on the Business Podcast Blueprint Show. Atiba has been working in search and SEO since the 90s and has applied his extensive knowledge to help content creators build their audience and shorten their sales cycle. Today, we’re discussing the different ways podcasters can use video and how to create valuable content that ranks on page one of Google. We’ll also dive into the benefits of using video to build relationships and connect with your audience on a deeper level. 

Atiba de Souza is a seasoned expert in the world of search and SEO, with over two decades of experience in the industry. He co-founded a computer consulting firm in 1996 and wrote one of the first search engines, starting his journey in search technology. Atiba has worked with numerous government agencies, including the DoD, Army, and DLA, building search systems and consulting on various projects. In 2019, he began focusing on video and YouTube, realizing the potential to create valuable content that ranks on page one of Google. Atiba is passionate about helping content creators shorten their sales cycle and build relationships with their audiences through the power of video and valuable content.


Here are some key ideas you’ll hear us discuss:

  • Video is becoming increasingly important as part of a comprehensive podcasting strategy, according to reports.
  • Video can help shorten the sales cycle and help people connect with who you are, understand why they should trust you, and take them through the process of getting to know you, learning to like you, and then trusting you.
  • Google is starting to reclassify a big chunk of its database to be video-first content. They want to show video first because people want to consume video before they consume written content. Video fills the void that Google created for itself, and if Google loves your video, they will place it at the top of search.
  • Podcasters can use video in different ways and should keep in mind the different things when they are creating video for distribution across different channels.
  • Videos can be splintered into short snippets to answer questions that Google users may ask.
  • Podcast episodes can be converted into videos and chopped up for snippets that can rank in Google searches.
  • The decision of who answers the questions in the videos depends on the goal of the video. If the goal is to rank on Google, it could be either the guest or the host. But if the goal is to generate business, it would be better to shine the spotlight on the guest.
  • YouTube Shorts is YouTube’s second newest thing, which is still really big for them. YouTube Shorts can help rank both long and short form videos.
  • Community is YouTube’s newest thing. It’s been around longer than Facebook and Twitter and was originally about creating a platform where a creator can bring people together in a group and make money.
  • YouTube has Feedburner, which can be connected to a YouTube channel to produce an RSS feed that can be used for a newsletter that goes out every time a new video is published.
  • YouTube is unlikely to introduce any kind of RSS functionality that will allow it to pull in RSS feeds from other sources because of quality of content issues.
  • Atiba discusses a conspiracy theory about Apple using audiobooks to feed into a language model to build an AI tool.
  • Atiba mentions that repurposing content, a term that he dislikes, is often done without considering the audience, which is where podcasters get it wrong. He suggests splintering strategies instead, which takes into account what the audience wants and creating content based on that.
  • Splintering content is important as it can help to achieve different goals, such as ranking on Google or getting more mileage with a guest.
  • Atiba has a new service specifically for podcasters that can help them splinter their content and make it work for them.
  • Splintering content can shorten the sales cycle by building goodwill with guests and being introduced to their entire network who already trust them.



“The beauty of podcasting, the beauty of video is it completely revolutionizes your ability to connect with someone and take them through that process of getting to know you, learning to like you, and then more importantly, get into that place where they trust you.” – Atiba de Souza


“When you take a piece of content that highlights a guest and then you put it on social and you tag them and then it gets into their network. So number one, you just built goodwill with the guest. Number two, you’ve just introduced yourself to their entire network who already trusted them.” – Atiba de Souza


“A platform releases something new, adopt it. Adopt it because they believe it’s their future and they’re going to reward the people who are trying to help them achieve their purpose.” – Atiba de Souza 



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Atiba de Souza on LinkedIn | Twitter 

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