Small Business Resources

How Radio Complements SEO

November 29, 2021

As a small business, you want to do all you can to stay top of mind with your customers while also reaching new prospective ones. Here is a little information about two tools – Radio and SEO – that complement each other to help increase brand awareness so you can reach more people.


Search Engine Optimization (SEO) is a way to get your business to the top of your customers’ preferred search engines (e.g. Google, Bing, Yahoo). What’s a search engine? A search engine is a tool that provides answers to web searches (users’ questions), but in a business context, it’s essentially a source of referrals for your business. SEO is crucial because it improves the quantity and quality of your website traffic by targeting unpaid traffic vs. paid traffic (Search Engine Marketing) or traffic that goes directly to your website. SEO improves the search presence of your product or service offerings, which in turn increases the online visibility of your business website, boosts sales, and connects you with more customers. SEO is essential for businesses wanting to increase traffic to their websites.


As the number one mass reach medium, radio is a great way to advertise your business and increase brand recognition, especially if you aim to promote your business locally. A whopping 70% of consumers say AM/FM radio keeps them connected to their communities, and 72% listen to the radio every day*. Easily reach your desired audience (e.g. Parents with Children, College Students, Art Museum Enthusiasts) with a catchy radio ad that effectively uses voice, sounds, and music to capture listeners’ attention. Your radio ad can tell a story that leaves a lasting impression on prospective customers and effectively drives traffic to online searches for your business, products, or services.

SEO and Radio

When people are interested in a product or business, they do a Google search to look into it — 74% of consumers use search engines to discover and research new products and services. By including keywords in your radio ads that are easy for listeners to remember, they can search for your brand online and directly impact your SEO. For example, after hearing an advertisement for iHeart AdBuilder, potential customers may search for “iHeartRadio ads for small businesses.” Searches like this boost SEO and help businesses appear in the top search results when people search in their respective industry or area of expertise.

Radio reaches a broader audience and can increase SEO for your business by an average of 29%. This increase is because listeners remember keywords or phrases about your company, allowing them to search and find your brand more easily. Ultimately, utilizing both radio and SEO will help your business get more website traffic, and as a result, help increase your revenue.
We recently experimented while advertising iHeart AdBuilder and found that decreasing our radio ad frequency impacted the success of our digital ad campaigns, resulting in -26.98% fewer orders. There’s no denying the power of audio. Combining digital marketing strategies like SEO with radio allows you to reinforce your message across multiple platforms to reach more customers and increase ROI. 

Want to learn more about SEO and increasing website traffic? Check out these five ways to get more customers to visit your website

*Source: iHeartMedia “State of Listening,” 2013; *Relative to other sources (personal music collections, Pandora, TV Music channels, etc.); 18-24 yr old


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