Take a deep dive into the world of SEO and digital marketing!
"In practical terms, start small and iterate."
Today Andrew Zarudnyi, the creator of DoFollow Podcast shares his story of marketing podcast.
► Tell us about you and your podcast
I’m Andrew Zarudnyi, the host of SE Ranking’s DoFollow Podcast. I work full-time at SE Ranking as the Events & Educational Content Manager, and I’ve built up years of experience in SEO and content marketing, turning that passion into a core part of my professional journey.
The DoFollow Podcast is a key part of my role at SE Ranking. It’s where I get to sit down with seasoned SEO experts, digital marketers, and industry thought leaders to explore the latest trends, strategies, and challenges in the SEO world. As I say at the beginning of each episode: "We dive deep into the world of SEO and digital marketing to discuss hot SEO topics and share actionable insights with the SEO community."
Each episode is designed to unpack complex SEO topics in a conversational, approachable way, making it easy for listeners of all experience levels to follow along. Think of it as a casual coffee chat with some of the brightest minds in the industry, where we share insights, spark ideas, and help professionals stay up to date on the latest SEO developments.
In short, the DoFollow Podcast is about learning, sharing, and connecting the SEO community through open and authentic conversations.
► Why & how did you start this podcast?
The idea for the DoFollow Podcast took shape a few years ago. Prior to launching it, I had been hosting live webinars with SEO experts—my first one was back in December 2019 with Tommy Griffith, where we explored keyword research strategies.
Those early webinars taught me two things: first, there’s a huge appetite for SEO knowledge out there; and second, not everyone can attend a live session. Our team found ourselves thinking, why not create something more flexible and far-reaching? A podcast felt like the natural next step.
We officially kicked off DoFollow in late 2022. The name “DoFollow” itself is actually a nod to SEO (a dofollow link passes on “link juice” in SEO) and it symbolizes our goal of passing on knowledge and authority directly to our listeners.
Starting it wasn’t an overnight decision. We did our homework—listening to other SEO and marketing podcasts, figuring out what niche we could fill. Since SE Ranking is on a mission to empower businesses, agencies, and SEO professionals with powerful, intuitive tools enhanced by AI and ML, launching a podcast felt like a natural way to share knowledge and support hassle-free growth across the SEO community.
Our team rallied behind the idea. We wanted to bring together professionals and business leaders from all over the globe to help marketers catch up on important industry advancements in an engaging format. And that’s exactly what we set out to do.
► How'd you find the time and funding to do this podcast?
Balancing the podcast alongside other tasks has definitely been a juggling act, but a manageable one. Since podcasting is a core part of my full-time role at SE Ranking, I’m able to dedicate work hours to planning, recording, and promoting episodes. We treat it as an essential part of our content strategy—not a side hobby.
Typically, I aim to release an episode every couple of weeks, though we stay flexible around busy periods like product launches or holidays. Having a supportive team helps a lot. Colleagues assist with editing and promotion, lightening the workload and making production sustainable.
The DoFollow Podcast is entirely company-funded. SE Ranking’s leadership understands the long-term value of creating content that educates and builds community, so we didn’t seek external sponsorships or monetization. The costs are minimal and mostly involve our time, plus a few tools. We already had good microphones and recording software from running webinars. Post-production is mostly done in-house, with occasional outsourcing to a freelancer for audio polishing.
Each episode also doubles as marketing content—strengthening our brand’s visibility and credibility within the SEO community. Time and funding naturally fell into place once we treated the podcast as a strategic, long-term investment. I usually block off time for recording and fit in prep work throughout the week. I like to joke that researching for podcast interviews conveniently overlaps with my own learning time—so it’s a win-win.
► What do you gain from podcasting?
Podcasting has been incredibly rewarding for me and the SE Ranking team. On a personal level, I gain knowledge and inspiration from every episode. It’s like getting a free consulting session from the brightest minds in SEO each time I hit a record.
Each conversation leaves me with fresh ideas—whether it’s a new perspective on AI-driven search or an anecdote about doing digital marketing. Hosting the podcast has sharpened my expertise and kept me on the cutting edge of SEO trends.
For our audience, the value is just as clear. By helping listeners navigate the ever-changing SEO landscape, we build trust and strengthen our community. Many listeners have reached out to share how an episode helped them solve a problem or try a new strategy—which is incredibly fulfilling.
Beyond audience engagement, the podcast has become a brand asset for SE Ranking. We don’t overtly advertise our products on the show, but by facilitating expert discussions, we’ve positioned SE Ranking as a hub for thought leadership and a digital marketing community.
The podcast has also opened doors to partnerships and collaborations. Some of our guests have gone on to work with us on webinars, articles, or conference panels. It’s also helped us cultivate a truly global network—connecting with brilliant minds and listeners across continents and sparking meaningful conversations along the way.
In essence, the DoFollow Podcast keeps giving back—in knowledge, relationships, and goodwill. It’s hard to measure in KPIs, but its impact is incredibly valuable.
Listen411.com: Lightning-fast, Cost-effective Podcast Transcription and Summarization - Crafted with Passion by Listen Notes.
► How does your podcasting process look like?
Our podcasting process is now a well-oiled machine, but it started pretty simply. Here’s a look at how we do things:
Planning and Topic Selection
We maintain an editorial calendar specifically for the podcast. My team and I constantly brainstorm ideas based on SEO news, audience questions, or interesting case studies. We stay flexible and adjust the schedule when timely topics arise.
Finding and Booking Guests
Once we have a topic, we look for the best possible guest—whether it’s someone from our network, a previous webinar guest, or an admired industry expert. We invite guests a few weeks in advance to accommodate their schedules.
Preparation
Before each interview, I research the guest’s background and prepare a list of talking points. We keep things flexible so conversations can flow naturally and dive into interesting territory.
Recording
We record remotely via Riverside.FM to capture high-quality audio and video from each speaker. I use a dedicated home setup to ensure sound quality and minimize distractions. Sessions typically run 30 minutes to an hour, and we keep things casual. If something interrupts, we note it and edit it out later.
Post-Production
Our team handles post-production, editing the audio and video to remove filler words and long pauses. We add a short intro jingle, outro, and create episode cover art. For video versions, we use Adobe Premiere for light editing, adding subtitles and overlays if needed.
Publishing
We host the podcast on a platform that distributes it to all major channels—Apple Podcasts, Spotify, YouTube, and more. I write show notes summarizing key takeaways and include relevant links. We aim to publish consistently so listeners know when to expect new episodes.
► How do you market your show?
Marketing the DoFollow Podcast is all about leveraging our established channels and community. Our approach is simple: make the podcast discoverable and consistently engage our audience.
Our website is the home base. Each episode has a dedicated page featuring the summary, transcript, and embedded player, boosting SEO and enabling cross-linking with relevant blog content to attract new listeners through search.
Social media is a key driver. We actively promote episodes on LinkedIn and other platforms with teasers, quotes, and audiograms. Tagging guests encourages them to re-share episodes, organically expanding our reach. Each guest essentially becomes an ambassador for their episode.
We leverage email as well. Popular episodes feature in SE Ranking’s newsletters, reaching users and subscribers who might not actively follow podcasts but have an interest in SEO.
Podcast platforms are another essential channel. We maintain profiles on Apple, Spotify, Google Podcasts, and more, ensuring clear descriptions and attractive cover art. Interestingly, around 77% of our listeners discover us through PlayerFM, a major discovery platform for us.
We also collaborate with other podcasters and industry experts. I occasionally discuss SE Ranking at digital events, mentioning the DoFollow Podcast when possible. Similarly, inviting guests who have their own podcasts creates a beneficial cross-promotion effect.
Finally, we publish audio-only episodes on our YouTube channel within the DoFollow Podcast playlist. YouTube provides additional search potential and caters to those who prefer this format. Episodes shared in SEO forums bring in additional listeners. We plan to enhance episodes visually and publish more in video format.
In short, we market the show by placing it everywhere our audience looks for SEO insights. The combination of our website, social media, email, podcast platforms, collaborations, and YouTube ensures ongoing visibility and growth.
► What advice would you share with aspiring (new) podcasters?
First and foremost: know your “why.” Before you hit record, be clear about what you want to achieve with your podcast and how it supports your broader goals. For us, it was about educating and building community in the SEO space. That purpose makes every decision—from topics to gear—easier. Without a clear why, you risk losing momentum.
Next, don’t feel like you need to reinvent the wheel. Learn from podcasts you admire. Early on, I listened to a lot of marketing and tech podcasts—like SERP’s Up, Search with Candour, and EDGE of the Web—to understand what I liked about their formats. It’s fine to emulate structures that work and then add your own style.
In practical terms, start small and iterate. You don’t need fancy gear to launch—use what you have and improve over time. Our first episodes weren’t perfect, but the content mattered more. Listeners are forgiving if your insights are solid and the audio is clear.
Be consistent but realistic. Set a publishing schedule you can sustain, whether that’s weekly or monthly. Consistency builds audience trust and momentum.
Guest selection is crucial. Choose guests who genuinely interest you and who can bring value to your audience. Well-prepared, passionate guests elevate the conversation and often help promote the episode afterward.
Also, engage with your listeners. Pay attention to feedback and adjust your content accordingly. Some of our best episode ideas came directly from our listeners’ suggestions.
Lastly, enjoy the process. Podcasting is a lot of work behind the scenes, but it’s also fun. You get to learn, share ideas, and connect with amazing people. That authenticity will resonate with your audience. Every successful podcast starts with zero listeners and an idea—if you have that idea and the drive to share it, you’re already on the right path.
► Where can we learn more about you & your podcasts?
SE Ranking’s Official Website:
https://seranking.com/
SE Ranking Blog: https://seranking.com/blog/
SE Ranking on YouTube: https://www.youtube.com/@se_ranking
DoFollow Podcast: https://seranking.com/dofollow-podcast/
Listen411.com: Lightning-fast, Cost-effective Podcast Transcription and Summarization - Crafted with Passion by Listen Notes.
Lightning-fast: Transcribe a 1-hour audio file in 1 minute.
Pay-as-you-go: USD $0.06 per minute + $1 per file. No subscription required.