SEO for Podcasts: How to Make Your Podcast Rank

Whether you already have a podcast or you're thinking of starting one, chances are you want it to be successful, and a big part of that is your marketing strategy. There are a whole host of steps you can take to promote your podcast and grow your listening base, but one of the best places to start is with SEO.

SEO - or search engine optimization - is all about getting your podcast to rank as highly as possible in search engine results. And when we say search engines, we really mean Google. There are a whopping 99,000 search queries every second on Google, which represents a HUGE opportunity for attracting new customers. But these new listeners need to be able to find you.

With that in mind, we've put together this guide on everything you need to know about SEO for podcasts, with top tips and best practices to help you increase your podcast ranking and ultimately grow your podcast.

Jump to:

• How does SEO for podcasts work?
• How to optimize your podcast for SEO: 8 best practices and top tips
• Podcast SEO FAQs

How does SEO for podcasts work?

Podcasts and other types of audio content aren't naturally "visible" to search engines. That's because Google can't crawl or index audio files. Instead, it relies on the surrounding text and context you provide.

That's where podcast SEO comes in. Podcast SEO is the practice of optimizing your show's metadata - things like titles, descriptions, podcast transcripts, and show notes - to improve visibility in both podcast directories (like Spotify and Apple Podcasts) and search engines (like Google).

By researching relevant keywords and weaving them into your written content, you give search engines the context they need to understand your episodes and match them with listener searches.

And while most of the SEO work happens in the text around your episodes, the audio itself still plays a role. Introducing your topic or guest by name and mentioning key themes naturally in the conversation helps when your audio is transcribed.

In the next section, we'll walk you through eight practical podcast SEO tips to help make your show more discoverable and bring in more listeners.

How to optimize your podcast for SEO: 8 best practices and top tips

Let's dive into eight top tips to help you increase your podcast's ranking in search engines.

1. Create a website (or a dedicated hub) for your podcast

Creating a home for your podcast online - not just in Spotify or Apple Podcasts - can work wonders for SEO. If you don't already have a website, setting one up gives Google a place to discover and index your written content, which increases your chances of ranking and make it easier for your audience to find you.

If you already have a website, you don't need to start from scratch. Instead, create a dedicated podcast section or hub page.

On your podcast pages, you can publish new episodes and transcripts, target relevant keywords (more on that later), and link to other related episodes. This way, all your traffic and backlinks feed into your main site, strengthening its overall authority and making it easier for your audience to find everything you do in one place.

Be sure to embed your podcast player on each episode page, so visitors can listen without leaving your site. This keeps people engaged for longer - which also sends positive signals to search engines.

Source: Good Life Project

2. Choose a relevant theme

To give your podcast the best chance of doing well from an SEO perspective - but from a general perspective too - it's a good idea to choose a theme that people are genuinely interested in. Start by thinking about your target audience and their interests, and, if you're a business, the themes that are appropriate for you to cover.

Use Google Trends to research themes, looking at what people are searching for, what's trending, and what's likely to continue trending. Use this as inspiration for your podcast theme.

3. Pick topics based on keywords

Once you've chosen a theme, it's time to think about topics for each episode. Again, it's a good idea to look at what people are searching for so that your podcast can target these keywords and rank in the search results for these queries.

Google Keyword Planner, SEMrush, and Ahrefs are examples of keyword tools that you can use to pick topics. Enter a keyword that you'd like to do an episode on, then use these tools to identify exactly what people are searching for in relation to this keyword or phrase.

You don't necessarily want to pick the questions or keywords with the highest search volume - a super-relevant long-tail keyword with a low search volume is a great choice, as are keywords with low competition.

4. Add keywords to your titles and descriptions for each episode

Your keyword research is well underway, so once you've decided on your topics, use the keywords you've identified to create an optimized title and description for each episode. This will help make your podcast searchable and discoverable, helping your audience to find you more easily in podcast directories and in search results. Make sure the title and description are catchy and appealing - they're often the deciding factor in whether someone clicks play!

It's also a good idea to use these keywords naturally throughout your episode. When your podcast is transcribed, the written content will automatically include those keywords, giving your website or blog post an extra SEO boost.

Finally, don't forget to use your target keywords on your website to create optimized content and metadata that reinforce your podcast's visibility.

5. Include a podcast transcript

Transcribing a podcast is arguably the most powerful way to boost SEO. By publishing transcripts alongside your episodes, you give Google the detail it needs to understand what your podcast is about, which greatly increases your chances of ranking for relevant searches.

A transcript also makes your content more accessible. Listeners who are deaf or hard of hearing can still engage with your episodes, and people who prefer reading or skimming can quickly find the part they're interested in. This not only broadens your audience but also improves user experience and encourages more shares and backlinks - all of which improve SEO.

For best results, ensure your transcript is well-structured, easy to read, and naturally includes your target keywords. Then publish it on your website directly beneath the embedded episode player to maximize discoverability.

Learn more about how transcripts boost podcast SEO, or find out how to transcribe a podcast with our useful step-by-step guide.

Source: Good Life Project

6. Promote your podcast

Chances are that you've already thought about how you're going to promote your podcast - uploading it to different podcast-hosting platforms, sharing it via your social media channels, using paid ads, etc. Another great way to promote your podcast and add SEO value is by getting your podcast featured on other websites.

Think about the sort of websites that might like to know and talk about your podcast. That might be publications that discuss the latest in business, tech, travel, food and drink, or fashion. Browse the internet for websites that write about the top podcasts in your field, and reach out to them to see if they'll include you in their next feature.

Links to your podcast from other websites not only help you to reach their audience, they add SEO value too, as Google takes these backlinks as a sign that your podcast is relevant and trustworthy.

7. Ask listeners for reviews

Another way to show search engines that your podcast is authoritative and worthy of a high ranking is through reviews. Encourage your listeners to leave a review if they enjoyed your podcast, and make the process as simple as possible for them so they don't get put off. Reviews will also attract new listeners, helping to grow your podcast audience.

Source: Apple Podcasts

8. Invite experts onto your podcast

Inviting experts to feature on your podcast will help with SEO in several ways. Firstly, your association with experts will signal to Google that you're an expert in your field. Secondly, if your expert shares it with their audience (which you should certainly encourage them to), you're bound to get more traffic and listeners. And thirdly, if your guest links to your podcast from their own website, you'll get a valuable backlink!

Podcast SEO FAQs

Does SEO work for podcasts?

Yes! Podcast SEO tactics can help your podcast to rank higher in those all-important search results through your website, transcripts, and metadata.

How do I optimize my podcast for SEO?

To optimize your podcast SEO, try following these 8 steps:

• Create a website for your podcast to make it easier for Google to discover your podcast

• Choose a relevant theme using Google Trends

• Pick topics based on keywords

• Add keywords to your titles and descriptions for each episode

• Include a podcast transcript

• Promote your podcast and try to get links from other websites

• Ask listeners for reviews to boost your authority

• Invite experts onto your podcast

How do I find keywords for my podcast?

Use a keyword tool like Google Keyword Planner, SEMrush, or Ahrefs to find keywords for your podcast. Simply enter a keyword that you'd like to do an episode on, then use these tools to identify exactly what people are searching for in relation to this keyword or phrase.

Focus on long-tail keywords too - they're easier to rank for and often more relevant to niche audiences.

How does Spotify use SEO?

Spotify has its own in-app search and recommendation algorithm, which is influenced by metadata and engagement. To improve your chances of ranking in Spotify's search engine, take time to optimize your podcast metadata, use relevant keywords, and promote your podcast to increase listeners and engagement. This will signify to Spotify that your content is valuable.

What is keyword ranking for podcasts?

Keyword ranking for podcasts is about how high a podcast shows up in search results when someone searches for certain keywords. Higher rankings can lead to more listeners and subscribers.

Why isn't my podcast showing up on Google?

Your podcast may not appear in Google search if it isn't published on a website that's being indexed, or if your pages lack optimized text like titles, descriptions, and transcripts.

Ready to work some SEO magic on your podcast?

Search engines may not be able to listen to your episodes, but with the right SEO strategy, you can make your podcast visible and discoverable online. By following these eight top tips, you'll give your show the best chance to climb the rankings and reach a wider audience over time.

And when it comes to transcripts, Transcribe is on hand to do the heavy lifting for you. Simply download the Transcribe app or launch the online editor to turn your episodes into accurate, keyword-rich transcripts that boost your podcast SEO.