Podcast SEO: Getting Your Show Found by Your Ideal Listener

SEO can often be seen as a scary and hard-to-grasp concept, especially for new podcasters. So, in this post I want to break down podcast SEO; what it is, how using podcast SEO can benefit your show, and tips for implementing good SEO strategies.

Personally, I find utilising podcast SEO a great way for my show to be discovered by new listeners. The Lazy Girl’s Guide to Podcasting regularly appears within the first few results on Apple Podcasts when keywords such as ‘podcasting tips’ or similar are searched. That’s the power of knowing what your audience are searching for: your show appears in the search results, and not the bottom of them where no-one will ever find it, either.

What Is SEO?

Before we can dive specifically into podcast SEO, it’s important that we understand SEO as a whole first.

SEO, or Search Engine Optimisation, refers to the process of enhancing your content to rank higher in search engine results. It’s all about keywords; specific terms or phrases people type into search engines like Google when looking for information. Think of SEO as a bridge between your content and your audience, ensuring your material is discovered by those who need it.

Search engines such as Google analyse websites using complex algorithms to determine which pages best match the searcher’s intent. These algorithms consider factors such as keywords, relevance, authority, and user experience. Essentially, it’s all about the end user. If search engines recognise your content as being relevant, holding authority, and giving a good user experience, it’ll recommend your content. If not, then it won’t.

To assess if your content is any good, search engine algorithms will basically be trying to answer the following questions about your content:

• Are the words being searched for present in your content?
• Does your content align with the search query?
• Is your website or content deemed trustworthy?
• Is your website easy to navigate and mobile-friendly?

By strategically integrating relevant keywords into your content, you can improve your visibility in search results. In the context of podcasting, SEO ensures your episodes, show notes, and descriptions are optimised to attract listeners.

What Is Podcast SEO?

Podcast SEO involves applying SEO techniques and strategies specifically to podcasts. Like any SEO strategy, podcast SEO is a long game and you can’t expect to throw some keywords into your episode titles and show notes and expect to appear high on search results the next day. However, even though SEO is a long-game, getting is right means that your content is far more searchable for longer than your posts on social media that, in some cases, might only last a few minutes, hours, or days before they’re gone from feeds and for you pages.

Implementing podcast SEO can be done in various ways. This includes optimising episode titles, show notes, descriptions, and other elements to increase discoverability on search engines and podcast directories. It’s about connecting with the right audience by ensuring your podcast appears when listeners search for relevant topics.

For example, let’s say you host a podcast about starting a small business. A potential listener might search for “how to start a small business podcast.” If you’ve used this phrase effectively in your episode titles and show notes, your podcast is more likely to appear in their search results. When I say effectively, I mean using the keyword of “how to start a small business podcast” throughout your show notes, episode titles, podcast descriptions, etc, without over-using it. You want podcast directories to pick up this keyword (and similar ones) to get a sense of what your show is about.

What you want to avoid is “keyword stuffing.” This is when a podcaster overuses a searchable keyword, or uses so many keywords that their episode titles, show notes, etc, don’t make any sense because there’s no flow to the language being used. These assets won’t make any sense to a potential listener who then won’t engage with your content. The search engines themselves will also notice that your content assets don’t make sense (they aren’t dumb!) and won’t promote your content.

Equally, when they see no-one is engaging with your content, the search engines and podcast directories won’t recommend your content either.

Does Podcasting Help SEO?

Yes, podcasting can significantly contribute to SEO.

Embedding podcast episodes on your website can drive traffic, especially if you include keyword-rich blog posts accompanying the episodes. This is why the vast majority of my podcast episodes are accompanied with a blog post that has the podcast episode embedded within it. I know from the analytics that I get podcast listeners through people searching for certain keywords on Google, coming across my blog post, and then listening to the associated episode.

It’s not an accident that these episodes are embedded within my blog posts! ⬇️

What Is Podcast SEO on Spotify?

Ok, so we’ve talked about SEO as a whole and also podcast SEO. Now, let’s look at podcast SEO on both Spotify and Apply Podcasts.

Podcast SEO on Spotify focuses on metadata, which includes episode titles, descriptions, and tags. Spotify acts like a search engine within the podcasting ecosystem, using this metadata to help listeners discover relevant content.

Here’s why it’s important:

• Listener Discoverability: Spotify’s search engine shows and recommends podcasts based on keywords in your metadata, so optimising these elements with searchable keywords directly affects your show’s visibility.
• Audience Match: Proper podcast SEO ensures your podcast reaches the right audience who are actively searching for your content.

To optimise your podcast’s SEO for Spotify:

• Use clear, descriptive titles that include keywords. For instance, “Best Tips for Starting a Small Business” is more effective than “Episode 3.”
• Write engaging summaries with relevant keywords, making them informative and written in a way that draws the listener in.
• Select the most accurate category to help Spotify classify your podcast. The more competitive the category you’re in, the harder it is to rank in search results. However, don’t try and cheat the system by putting your podcast in an irrelevant category. The algorithms will notice this.

What Is Podcast SEO on Apple Podcasts?

Apple Podcasts remains one of the largest platforms for podcast discovery. Its SEO strategy also revolves around metadata, but with unique nuances. Here’s why Apple Podcasts SEO is crucial:

• With millions of listeners, ranking well on Apple Podcasts opens the door to a global audience.
• Listeners often search by topics or questions, making keywords vital for your show to be discovered by new listeners, or even current listeners searching for specific episodes or content from you.

To optimise your podcast SEO for Apple Podcasts, you’re going to be using pretty much the same techniques that we just listed for Spotify:

• Try to include a relevant keyword in your podcast name, if appropriate.
• Use a consistent author name with a keyword-friendly bio.
• Keep episode descriptions concise and keyword-rich (without over-stuffing!) offering a snapshot of your content.

How Does SEO Differ on Podcast Directories Compared to Google and YouTube?

SEO on podcast directories like Spotify and Apple Podcasts is primarily metadata-driven, focusing on elements such as titles, descriptions, and tags. In contrast, Google and YouTube SEO extend beyond metadata to include broader content strategies. Here’s a quick breakdown of the main differences:

• Podcast directories focus on listeners searching for audio content, while Google and YouTube cater to more diverse queries, including text and video.
• Google prioritises website authority, backlinks, and comprehensive content, while YouTube transcribes audio to index keywords within video content.
• Google and YouTube are the largest search engines globally, making them powerful tools for attracting a broader audience.

How to Make Your Podcast More Searchable Using SEO

Before you can implement podcast SEO, you need to carry out podcast keyword research.

Keyword research is vital for three main reasons:

First, it enhances discoverability. By using keywords that match common search terms, your podcast appears more frequently in search results, helping potential listeners find you.

Second, it ensures audience alignment. When you target specific keywords, you attract listeners who are genuinely interested in your content, increasing engagement and retention.

Finally, it provides strategic focus. Understanding search trends and popular keywords helps you create episodes that cater to what people are actively searching for.

How to Conduct Keyword Research

To begin your keyword research, start with Google. Typing in your podcast’s theme or a topic idea into Google’s search bar will reveal autocomplete suggestions that represent frequently searched terms. These suggestions can guide you towards high-interest topics.

Next, explore YouTube. Its autocomplete feature works similarly to Google but with a focus on video content. This can provide unique insights, especially if you cross-promote your podcast on YouTube.

For a more structured approach, use tools like Answer the Public. This platform generates popular questions and phrases related to your niche, offering a wealth of keyword ideas and potential episode topics.

Finally, study your competition. Analysing the keywords and phrases used by similar successful podcasts in their titles and descriptions can provide inspiration and help you refine your keyword list.

How to Use Keywords Effectively

Once you’ve identified your keywords, the next step is to incorporate them naturally into your podcast’s metadata. Use them in episode titles, descriptions, and show notes to signal relevance to search engines and directories. Avoid keyword stuffing, as it can detract from readability and may even harm your rankings. Instead, focus on integrating keywords in a way that feels organic and enhances the listener’s experience.

Creating Compelling Episode Titles

Episode titles are often the first thing potential listeners see, making them a critical component of your SEO strategy. A strong title not only attracts attention but also signals relevance to search engines.

Here’s how to craft compelling titles:

1. Be Specific: Instead of “Marketing Tips,” try “10 Marketing Strategies for Small Businesses.”
2. Incorporate Keywords: Use terms that your target audience is likely to search for.
3. Add Numbers or Lists: Titles such as “5 Ways to Boost Productivity” often perform well.
4. Ask Questions: Titles framed as questions, such as “How Do You Start a Podcast?”, pique curiosity.

Using Show Notes Effectively

Show notes are more than just a summary; they’re like the blurb of a book – they’re what’s pulling someone in who might be on the fence about hitting ‘play’ on your episode.

Tips for effective show notes:

1. Include a Summary: Provide a brief but informative recap of the episode.
2. Use Keywords: Integrate keywords naturally throughout the text.
3. Add Links: Include links to resources mentioned in the episode or to your website.
4. Format for Readability: Use bullet points and short paragraphs to enhance readability.

Leveraging Transcriptions

Transcriptions are a valuable addition to your podcast’s SEO toolkit. They make your content accessible to a wider audience, including those who prefer reading over listening. Plus, search engines can index the text, improving your podcast’s discoverability. I use transcriptions generated by Captivate Spark, a tool available through my podcast hosting platform; Captivate.FM.

Measuring SEO Success

Tracking your podcast SEO performance is essential to refining your strategy. I regularly check Google Analytics, Google Console, and my podcast statistics to of who is accessing my content and how they are finding it. This gives me a good insight into if the SEO keywords I’m using for the podcast are working or not. Monitoring key metrics provides insights into what’s working and where improvements are needed.

Final Thoughts

Podcast SEO is a game-changer for podcasters looking to grow their audience. By understanding and implementing SEO principles, you can make your podcast more discoverable and reach the listeners who need your content most. Remember, SEO is a long-term strategy; consistency, patience and adaptation are key.