If you put time and effort into creating a podcast, you want as many people as possible to hear it.
Sharing episodes on your social media platforms is a starting point, but if you want to reach a wider audience, you need to make the most of your podcast SEO.
Ever since Google allowed podcasts to surface (and play) in search results in 2019, the SEO game changed for podcasters and listeners alike.
With iTunes and Spotify hosting over 4 million podcasts each, every niche has an audience. Your job is to make sure listeners can easily find your podcast.
Here are ways to optimize your podcast SEO, so you have the best chance of being heard.
Upload to Multiple Platforms
According to Edison Research’s study Super Listeners 2021, podcast listeners aren’t strictly loyal to one platform.
Instead, people utilize multiple platforms for podcasts. A listener may watch an episode on YouTube at home but use an audio-only platform when driving or working out.
According to Edison Research, the top three podcast platforms are YouTube, with 55% of respondents saying they use YouTube for podcasts, Spotify (49%), and Apple Podcasts (38%).
By making sure your podcast is available on top sites, you reach listeners wherever they may be tuning into that day.
Optimize Podcast Descriptions, Episode Descriptions, and Artwork
When people hear SEO, they usually think of Google. But all podcast platforms have a search feature.
This means that no matter what platform you use, your descriptions need to contain relevant keywords that cater to your niche and boost your podcast’s SEO. Spotify outlined tips for optimizing your podcast landing page, which is helpful across all platforms.
- Podcast artwork. Make sure the artwork for your podcast stands out in search results with high contract imagery and simple illustrations or patterns.
- Podcast description. This needs to convey what the show is all about. Describe what topics will be discussed, set the tone for listeners, and use key phrases that your avatar listener may use in a search.
- Episode titles. Each episode title should include key phrases based on the show’s main topics. The more searchable your words are, the better.
- Episode descriptions. Episode descriptions go a step further than the podcast description by summarizing what each episode is about. The first 20 words are the most important, so jump right into keywords based on the topic or show guest. After the summary, include timestamps or links to relevant resources discussed in the show.
Use Video
There’s a reason YouTube is the number one platform for podcasts. People love video.
If your podcast is audio only, adding video will help you reach more people. In addition, this allows you to cut up longer podcasts into short-form video clips that can be dispersed on all your platforms throughout the week.
YouTube is its own search engine, which means you should pay extra close attention to your page and descriptions. Be sure to:
- Create attention-grabbing thumbnails.
- Use keywords in the title.
- Summarize each episode with key phrases that listeners may search for.
By fully optimizing your podcast SEO, your show will gain more traction and reach more people.
Want to start a podcast but don’t know where to start? Download this free ebook for everything you need to get started.
