#13 | The Secret Way Top 1% Online Coaches Use Their Podcast DIFFERENTLY To Build Authority

0:00Here's exactly how to establish your expertise and build your authority through podcast SEO. Welcome to How to Grow a Podcast that attracts high-ticket online coaching clients. The show helping coaches, consultants, and experts turn your slow-growth podcast into a profitable client attraction system. At the end of this episode, I'll share a little more about who I am and what we do at my company, GetMoreListeners.com. It might even shock you. But for now, let's dive into the episode. In this episode, you'll discover why you need laser focus on a specific topic if you want to attract high-ticket clients fast, how to build your authority in the next 90 days with minimal effort, and simple strategies you can implement today to build search relevancy on Apple and Spotify while dominating your coaching niche.

0:53This is the final part of our podcast SEO series. If you haven't listened to the previous episodes on discoverability, visibility, and user engagement, go back and catch up first. It'll give you critical context for what we're covering today. Let's dive in. Before we dive into high relevancy, here's a quick recap of the four-part podcast SEO framework. Discoverability. Ranking for the right keywords with high search volume so your ideal clients find you. Visibility. Standing out with professional cover art, irresistible titles, and show notes that sell the listen. User engagement Creating powerful hooks, delivering on your title's promise, and using open loops to keep people listening all the way through.

1:38High relevancy Today's focus Dominating your niche and establishing yourself as the authority. This fourth part, high relevancy, is critical. This will either make or break your podcast SEO. It's not just about ranking for the right keywords or getting clicked on. If you want to consistently show up in search results and be recommended by Apple and Spotify, you need to build high relevancy for a specific keyword or topic. You need to dominate a specific niche. You need to establish your expertise, build authority, and become the go-to resource in your space. That's what we're talking about today.

2:16The biggest mistake online coaches with podcasts make when building authority? They cover way too many topics. This kills growth. Here's why. When you're covering a wide range of topics, it's hard to establish yourself as an expert in anything specific. You become a jack-of-all-trades, master of none. This dilutes your focus and makes it nearly impossible to attract and retain ideal clients long-term. Let's say you're a business coach and your podcast covers sales, marketing, operations, leadership, mindset, and time management. Yes, those are all related to business, but business is still too broad.

2:54When you're scattered, it's hard to establish expertise, build high relevance with Apple and Spotify, be top of mind for referrals, retain listeners who came for one specific topic. Simply put, it's much harder to gain traction and convert listeners into paying clients. Think about it this way. When you think of personal development and motivation, who comes to mind? Tony Robbins. When you think of business and entrepreneurship, Gary Vaynerchuk. These figures built their authority around specific topics. That authority made it exponentially easier to grow their audiences and attract premium clients.

3:30Here's a simple example. Imagine you have four friends. One is an expert in fitness. One is an expert in nutrition. One is an expert in marketing. One is a generalist who knows a bit about everything. Now, someone asks you for a marketing referral. Who do you think of? Obviously, your friend who's the marketing expert. Someone asks about improving their diet? Your nutrition expert friend. That's the power of authority. When you're positioned as the expert in a specific area, you become top of mind. Word of mouth becomes exponentially more powerful. The generalist? They get left behind. Word of mouth is only as strong as your expertise in a specific field.

4:12So how does this impact podcast SEO? When you cover too many topics, Apple and Spotify don't have a clear idea of what your podcast is about. They might know it's about business, but they don't know who specifically to recommend your show to. For podcast SEO to have a compounding effect, you need to consistently target the same topic. Think of it like digital real estate. The more you cover a specific topic, the more your relevance builds for that topic. This is vital for showing up consistently in search results and getting recommended to new listeners who are your ideal clients. So how do you actually do this high-relevancy thing?

4:49How do you become the go-to podcast that your ideal clients can't get enough of? Step 1. Get specific about your topic and audience. You need to niche down. I know you've heard this before, and it's painful, but it's said for a reason. The more specific you are about what you cover and who you serve, the easier it is to gain traction. People instantly know what your podcast is about. They can self-qualify. And when they discover your show, they stay because the content is made specifically for them. So how do you decide what topic to cover and who to serve? Here are four ways to figure it out.

5:27Option one, personal interest. What are you madly passionate about? If you're a business coach covering sales, marketing, and operations, but you're obsessed with high-ticket sales, focus on that. Go all in. Let's say you're a health coach covering fitness, nutrition, and mindset, but you're specifically passionate about gut health. That's your niche. Option two, area of expertise. What are you already an expert in? What have you studied for years? What do you have credentials or deep experience in? Maybe you're a relationship coach, but your expertise is specifically in helping couples rebuild trust after infidelity.

6:08That's a focused, high-value niche. Option three, look at your data. My favorite approach. This is the most objective method. Look at your podcast analytics. What are your most popular episodes? What do they have in common? We had a client with a personal development podcast covering growth, manifestation, shadow work, and law of attraction. When we looked at the data, shadow work episodes consistently outperformed everything else by a landslide. So we said, double down on shadow work. Build your entire podcast around it. She became the shadow work expert. Authority skyrocketed. Client inquiries flooded in.

6:49Option four, what transformation have you personally experienced? What problem did you solve for yourself that you can now help others with? Did you overcome crippling imposter syndrome and now help other coaches do the same? Did you go from burnout to a thriving business? Did you lose 50 pounds and keep it off? Your personal transformation is your authority goldmine. Step two, decide who you serve. Get even more specific. Once you have your topic, narrow down your audience. Let's say your topic is imposter syndrome. That's great, but who specifically? Women entrepreneurs in their 30s? First-time coaches launching their business?

7:31High-achieving corporate professionals transitioning to coaching? These audiences have different pain points, needs, and desires. When you get specific, your marketing becomes 10 times more effective. Example, I help women in their 30s overcome imposter syndrome so they can confidently charge premium prices. Now you're crystal clear. You can communicate exactly what your podcast is about. You become the go-to authority in that space. Step three, build authority by consistently delivering focused content. Building authority is simple. Consistently deliver valuable content on your specific topic to your specific audience.

8:11Instead of scattered focus, you dive deep into subtopics within your niche. You plan and organize content around that one core theme. Let's say you're the imposter syndrome coach. Your content strategy might look like Why imposter syndrome hits hardest at$10 ,000 months Three phrases that trigger imposter syndrome and what to say instead How to stop undercharging because you feel like a fraud Every episode reinforces your authority Every episode attracts your ideal client Every episode builds relevance with Apple and Spotify How this connects to podcast SEO Once you've chosen your topic and audience consistency is everything.

8:54Your podcast title, episode titles, descriptions, and show notes all need to include your relevant keywords. Using our example, if your niche is imposter syndrome for women coaches, those keywords need to show up consistently across your show name, episode titles, show descriptions, show notes. When you do this repeatedly, you're building digital real estate with Apple and Spotify. You're giving them crystal clear data about what your podcast covers and who it's for. Over time, it becomes easy for Apple and Spotify to recommend your show when people search for your topic. You rank higher. You show up consistently.

9:33You become the authority. As if this was enough, here are a couple of ways you can absolutely smash this out of the park and guarantee you become the go-to person in your niche as fast as possible. Firstly, be actively involved in the spaces where your ideal clients hang out. Facebook groups, Reddit, online forums, Slack communities. Provide value. Answer questions. Be seen as the go-to expert. Secondly, guest on other podcasts in your niche. This is one of the fastest ways to build authority. When you guest on other shows in your space, you leverage their audience, build name recognition, become associated with your specific topic.

10:17Let's say you're a business coach focused on high-ticket sales, guest on podcasts about coaching, entrepreneurship, and sales. Every appearance reinforces your expertise. And use this to also form relationships with other experts in your niche, cross-promote, co-create content. When your name is repeatedly associated with a specific topic, you become the authority by default. The timeline. How long does this take? Podcast SEO results can happen fast, sometimes within days or weeks. But building high relevancy, this is a long game. It's about consistently and relentlessly covering your specific topic for your specific audience over months.

11:02After one, two, three months of focused content, you've built massive relevancy. You're positioned as the authority. Apple and Spotify recognize you as the show for your niche. And here's the payoff. Your podcast becomes a client magnet. High-ticket clients seek you out. You're no longer chasing referrals. They're coming to you. Here's what we covered today. Most online coaches cover too many topics, which kills authority and makes growth nearly impossible. Authority makes client attraction effortless because you become top of mind. Get specific about your topic and audience using personal interest, expertise, data, or transformation.

11:46Build authority through consistent, focused content that reinforces your expertise. Use relevant keywords consistently across your show to build relevance with Apple and Spotify. Engage in communities, guest on podcasts, and collaborate to accelerate authority building. Building authority isn't optional. It's essential if you want your podcast to consistently attract high-ticket clients. This concludes our podcast SEO series. These episodes are information-dense, so revisit them as many times as you need until everything clicks. Then take action. In this episode, we covered why you need laser focus on a specific topic if you want to attract high-ticket clients fast, how to build your authority in the next 90 days with minimal effort, and simple strategies you can implement today to build search relevancy on Apple and Spotify while dominating your coaching niche.

12:43Thank you for listening all the way to the end. At the start of this episode, I said I'd tell you a little bit about me. So I'm about to share a secret with you, one that might mean you hate me, completely quit listening to this podcast, and think I'm a total scam. However, I want to be transparent. Are you ready? Well, my name is Tony. No, of course that's not the secret. The secret is that I'm actually a robot. My creators are Tig and Anthony, hence my name, Tony. The sick bastards. Anyway, they are the founders of GetMoreListeners.com. In the last five years, they've coached and interviewed over 400 podcasters and generated multiple six figures from their own show.

13:32They gave me access to everything they know, and I'm here to share it with you. So while I don't understand why you humans are so obsessed with coffee, I do understand how to grow a podcast that actually brings you new clients regularly. So here's my offer to you. If you want to finally understand why your podcast isn't growing and get a personalized roadmap to fix it, in less than 30 seconds, you can go to getmorelisteners.com slash onlinecoachaudit. Enter your show name, and we'll send you back a free mini-podcast audit. It's completely customized to you and your show. That's getmorelisteners.com slash onlinecoachaudit.

14:13The link is also in the show notes of this episode.