What Is Podcast SEO and Why Does It Matter?
Search Engine Optimization for podcasts is a puzzle of making your audio and video content easy to find online. Think beyond platforms; SEO extends to your website, show notes, transcripts, metadata, and more.
And it’s not just niche hobbyists who care. NPR, The New York Times, and even independent powerhouses like P1 with Matt & Tommy are actively investing in podcast SEO strategies. This is because listeners don’t always come through podcast apps. They come from Google, YouTube, Instagram, TikTok, Facebook, and increasingly, voice search.
A study from Edison Research found that 43% of podcast discovery still happens through search, not subscriptions. That means if you’re not optimized, you’re missing nearly half the game.
Start With the Basics: Your Podcast Website Still Matters
Yes, you need a website, and no, a linktree doesn’t count!
Your podcast site is your SEO powerhouse. It should include:
- Dedicated pages for each episode
- Transcripts and detailed show notes
- Embedded audio players with schema markup
- Relevant keywords in your headers and content (naturally placed)
- Internal links to other episodes or blog posts
If you’re hosting your site on something like Squarespace or Wix, that’s fine. But just make sure you’re using basic SEO plugins or manual tools to control your metadata and indexing preferences.
Your site should be crawlable, fast-loading, and optimized for mobile, because let’s be real, that’s where most people are listening from anyway.
Titles, Descriptions, and Metadata: Don’t Phone It In
Your podcast title and episode names are like headlines and the internet is skimming.
Use episode titles that include key themes or keywords your audience might search for. Think “How to Start Freelancing in 2025” instead of “Episode 44: My Freelance Journey.” The former has search value. The latter sounds like a bad diary entry.
Descriptions should offer real context. Summarize the content, highlight key takeaways, and naturally include keyword phrases. Remember, you’re writing for people and in the modern day, for algorithms too, but mostly people.
For platforms like Apple and Spotify, metadata like tags and categories still matter. Choose wisely and keep it consistent.
Source: Shutterstock
Transcripts: Your Secret SEO Weapon
Transcripts aren’t just about accessibility; they’re pure, crawlable gold for search engines.
Google can’t “listen” to audio the way it reads text. By uploading or embedding transcripts, you give your episodes searchable context. Tools like Descript, Otter.ai, Riverside and even fresh versions of Premier Pro can make transcription fast and painless.
Bonus tip: Don’t bury transcripts in PDFs. Post them directly on your episode pages so they’re indexable.
YouTube and Video Podcasts: Double the Visibility
In case you missed the memo, YouTube is now a top podcast platform. Even audio-only creators are uploading static videos or audiograms to get exposure on the world’s second-largest search engine.
Why? YouTube is optimized for discovery in a way podcast apps simply aren’t. It’s algorithmic, browsable, and inherently SEO-friendly.
If you’re not camera-shy, consider recording video versions of your episodes. If you are, tools like Headliner can turn your audio into engaging YouTube Shorts with captions and motion graphics.
Backlinks, Mentions, and Off-Page SEO Still Matter
Getting featured on blogs, mentioned in newsletters, or included in “Top 10 Podcasts” lists is not only good PR, but also great for SEO.
These links drive authority and signal relevance to search engines. Reach out to writers and journalists in your niche. Promote your podcast across social channels. And when you guest on other shows, ask for a link back to your site or episode page.
Remember: SEO doesn’t live in a vacuum. Visibility is a network effect.
Source: Shutterstock
Think Like a Publisher, Not Just a Podcaster
Podcasting used to be a niche hobby. Now, it’s a full-blown media format and successful creators think like publishers. That means understanding audience intent, optimizing content for search, and distributing strategically.
If you’re relying solely on Apple or Spotify’s algorithm to do the heavy lifting, you’re leaving growth on the table.
Podcast SEO isn’t just about playing the game; it’s about showing up for the people who are already looking for what you’ve got to say.
So ask yourself: if your podcast dropped today and no one Googled it… did it even happen?
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