Grow Your Podcast with Podcast SEO

Discoverability is key in the world of podcasts. How do potential listeners find your unique voice amidst countless others? The answer lies in podcast SEO. Search engine optimization isn’t just for websites; it’s a powerful tool to elevate your audio content. This post will show you how to leverage SEO to get your podcast found, heard, and loved.

And I am proof that podcast SEO works: my first show currently ranks number one on Apple Podcasts for four keywords and on Spotify for seven keywords. These rankings are a direct result of effective SEO practices that I am sharing with you today.

Screenshot of Apple Podcast and Spotify Keywork Ranking

What is Podcast SEO?

SEO, or Search Engine Optimization, is how content is found online. This applies to Google, social media platforms, and podcast listening apps. For your podcast, SEO ensures that when someone searches for a specific topic or keyword, your show or a relevant episode appears in the results. It makes your content discoverable by the right audience at the right time.

Think of SEO as a bridge connecting your podcast to its ideal listener. Without proper optimization, your content might remain hidden. A well-optimized podcast acts as a magnet, drawing in organic traffic and expanding your reach. This strategy is vital for sustained growth and audience engagement.

Optimize Your Episode Titles for Keywords

Your episode title is one of the most critical elements for podcast SEO. It’s often the first thing a potential listener sees. Ensure your target keywords are prominently featured here. For example, if your episode discusses “podcast SEO,” then “podcast SEO” should be in the title.

When crafting episode titles, consider what your audience might search for. What is the main point of your episode? What problem does it solve or what information does it provide? Your keyword should reflect this core discussion. Using a tool like Capitalize My Title can help assess the SEO strength of your headline. Aim for a headline score above 60. This tool provides readability, SEO, and sentiment scores, offering a comprehensive look at your title’s effectiveness. A high SEO score means your title is more likely to rank well.

Keywords in Your Podcast Descriptions

Beyond individual episodes, your overall podcast description needs careful keyword integration. This description tells new listeners what your show is about. Including relevant keywords here increases the chances of your podcast appearing in search results on various listening platforms. For instance, my first podcast focuses on “immigrant stories,” so I’ve made sure “immigrants” or “immigration stories” are in my podcast description.

A well-written podcast description not only helps with SEO but also acts as a hook. It should clearly communicate your show’s value proposition. What makes your podcast unique? What will listeners gain? Weaving keywords naturally into engaging language is key. This balance ensures both search engines and human listeners understand your content.

Leverage Show Notes for SEO and Listener Value

Show notes are more than just a summary; they are a powerful SEO tool. Each episode should have detailed show notes that summarize the topic discussed. These notes should include your target keywords naturally throughout the text. This gives search engines more context about your content, boosting its relevance.

Beyond keywords, show notes are essential for listener engagement. They can provide key information, additional resources, and calls to action. For SEO, including links to your website or blog posts on the same topic is crucial. These are called backlinks. Backlinks improve your website’s overall SEO score, creating a symbiotic relationship between your podcast and your web presence. If you have a corresponding blog post, link to it directly in your show notes. This cross-promotion enhances discoverability on multiple fronts.

Turn Episodes into SEO-Rich Blog Posts

Many podcasters transform their audio content into blog posts. This strategy offers significant SEO benefits. By transcribing and expanding upon your episode’s content, you create a text-based asset that Google can easily crawl and rank. This increases your chances of appearing in search results for relevant keywords.

Episode seven dives deep into optimizing blog posts for SEO. It covers how to structure content, incorporate keywords, and build authority. If you choose to turn show notes into blog posts, you can embed the episode directly into the post. This provides listeners with both audio and written content, catering to different preferences while maximizing SEO potential. A fully optimized blog post can significantly drive traffic to your podcast.

Repurpose Content for Social Media SEO

Repurposing your podcast episodes into short social media clips or video snippets is a smart move. These shorter pieces can be uploaded to platforms like YouTube Shorts, Pinterest, TikTok, and Instagram. The key to SEO on these platforms lies in your captions and hashtags.

Ensure your episode’s keywords are present in the captions and hashtags of these clips. This helps social media algorithms understand your content and present it to interested users. For example, if your episode covers “podcast marketing tips,” use that phrase in your captions and related hashtags. This expands your reach beyond traditional podcast platforms and taps into new audiences.

Optimize Your Overall Podcast Title

Perhaps the most critical optimization point is your overall podcast title. This is the main title of your show, not the title of individual episodes. It should include at least one relevant keyword. The ideal placement for this keyword is often as the first word of your title. This gives it maximum weight in search algorithms.

For example, my first podcast, “The American Dream in the Eyes of Immigrants,” where “Immigrants” is my keyword, even though it’s at the end. Despite its position, the show still ranks for various keywords. For this current show, “Podcasting for Latina CEOs,” “Podcasting” is the keyword, placed at the beginning. This shows flexibility, but placing the keyword upfront generally yields better results. If your existing show lacks a keyword in its title, consider a strategic retitle to improve discoverability.

Podcast SEO Audits and Resources

Understanding where your podcast currently stands in terms of SEO can be challenging. An SEO audit provides a clear picture of your current rankings and identifies areas for improvement. I offer podcast SEO audits to help you understand your current keyword rankings. These audits also provide recommendations for optimization.

Following an audit, recommendations guide you on how to adjust your content and meta-data. A follow-up call then assesses the impact of these changes. This iterative process ensures you continually refine your SEO strategy. Additionally, free resources like a podcast SEO guide are available. For those looking for more comprehensive details on optimizing blog posts, a workbook offers in-depth guidance. These tools empower podcasters to take control of their SEO and drive their shows to the top.

Conclusion

Podcast SEO is a multifaceted yet essential strategy for growth. By optimizing your episode titles, podcast descriptions, show notes, and overall show title, you significantly boost your discoverability. Repurposing content into blog posts and social media clips further amplifies your reach. Consistent application of these SEO principles can transform your podcast’s visibility, attracting more listeners and expanding your community. Start implementing these strategies today and watch your podcast soar to new heights.

As always, I am here to help. Send me any questions to heidy@heidydelacruz.com or book a consultation call.

Con Amor, Coach heidy