Answered on camera by Dan Milikow, CEO of iShoot.direct · 1:12 · transcript and sources below
Two reasons: your CPA firm's podcasts sit behind a registration form on your own site — outside the pool the engines draw from — and even the educational ones aren't structured as questions. But no, you don't start over. Put them on YouTube (with your webinars and CPE sessions) and write the tax and accounting questions they answer into the description as timestamped chapters. Each chapter can be cited on its own; one session can be cited five times.
Put them on YouTube and add question-phrased timestamps — provided they answer tax and accounting questions your clients really ask.
You can absolutely repurpose your year-end update webinars, your podcasts, even some of your CPE sessions — as long as they answer tax and accounting questions that your clients are really asking. Firm capabilities and industry credentials are probably not worth your time here. Because the service page gets found when the question is about you — someone typing the firm's name. But with AEO you want to be found when a controller asks what documentation actually survives an R&D credit exam, or when an owner asks how a distribution from an S corp gets taxed differently from a salary. Whatever your clients bring you — those are the questions.
Move them to YouTube — behind a registration form on your own site, they're not in the pool the engines draw from.
If your existing media is educational, here's what you could do with it. First, get it onto YouTube. Because behind a registration form on your own site, the session isn't even in the pool that the engines are drawing from.
Yes — question-phrased timestamps create chapters[1], and each chapter is cited on its own[2], so one session can be cited five times.
Once it's on YouTube, work through the transcript and mark where there are answers. Most of them won't follow an actual question. That's fine — you write the question yourself, and they go into the video description as timestamps. That's what creates the chapters[1]. Chapters get cited on their own[2]. One session can be cited 5 times for 5 different questions.