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How can you leverage SEO and keywords to boost your podcast visibility and ranking?

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If you have a podcast, you know how challenging it can be to get more listeners and subscribers. You may have great content, but how do you make sure it reaches your target audience and stands out from the competition? One of the most effective ways to boost your podcast visibility and ranking is to leverage SEO and keywords. SEO stands for search engine optimization, which is the process of improving your online presence and relevance for specific queries and topics. Keywords are the words and phrases that people use to search for content online, and they can help you attract more organic traffic and qualified leads. In this article, we will show you how you can leverage SEO and keywords to boost your podcast visibility and ranking in six simple steps.

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A. Stryker

Cyber Threat Intelligence | Risk Communication and Context | Will Adopt Orphan Chocolates and Caterpillars!

1 Choose a niche and a goal

The first step to leverage SEO and keywords for your podcast is to choose a niche and a goal. A niche is a specific segment of the market that you want to serve and appeal to, and a goal is a measurable outcome that you want to achieve with your podcast. Choosing a niche and a goal will help you define your target audience, your unique value proposition, and your content strategy. For example, if your niche is digital marketing and your goal is to educate and inspire entrepreneurs, you will have a clear idea of who you are talking to, what you are offering, and what topics you will cover.

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2 Do keyword research

The second step to leverage SEO and keywords for your podcast is to do keyword research. Keyword research is the process of finding and analyzing the words and phrases that your target audience uses to search for content related to your niche and goal. Keyword research will help you identify the most relevant, popular, and competitive keywords for your podcast, and use them to optimize your title, description, episode names, show notes, and website. You can use tools like Google Keyword Planner, SEMrush, or Ahrefs to do keyword research and find the best keywords for your podcast.

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Matt Eckhart

Straight Shooting Consultative Sales Executive with a passion for helping businesses grow.
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I agree, but take a look at competiveness, along with what is being advertised for, what is organic and subject matter that is being talked about, but not addressed in podcasts currently. Being a though leader and addressing current states of the industry within your chosen niche.

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A. Stryker

Cyber Threat Intelligence | Risk Communication and Context | Will Adopt Orphan Chocolates and Caterpillars!
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SEMRush, Ahrefs, and other common search tools are HIGHLY inappropriate for SEO research for podcasts. Podcast platform search algorithms are not the same as the broader search engine algorithms, nor are they as sophisticated (considering semantic / synonym searches, previous search history, geographic location, etc). For example, if you search SOAR on an SEMRush or similar tool, you'll get the security philosophy and related materials. Search for SOAR on a podcast platform, and you end up with a TON of mommy-casts and recovering alcoholics podcasts, with maybe one security podcast in the top 20 search results. The only tool I've found that can help so far is Voxalyze -- and even that is (comparatively) rudimentary.

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3 Optimize your podcast metadata

The third step to leverage SEO and keywords for your podcast is to optimize your podcast metadata. Metadata is the information that describes your podcast and its episodes, such as the title, description, category, tags, artwork, and ratings. Metadata helps search engines and podcast directories understand what your podcast is about and rank it accordingly. To optimize your podcast metadata, you should use your main keywords in your title and description, choose a relevant category and tags, create a catchy and clear artwork, and encourage ratings and reviews from your listeners.

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A. Stryker

Cyber Threat Intelligence | Risk Communication and Context | Will Adopt Orphan Chocolates and Caterpillars!
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Different platforms weigh the various tags in different ways. Author tags and reviews mean more to Apple podcast than to Spotify, for example, and Spotify cares most about downloads. There are dozens of platforms you're syndicated on through your hosting feed, however. You can't change your tags per platform, so you'll either need to focus on one over all others, or find the best balance between them all. The worst thing you can do is leave your meta data blank, especially per episode. Fill it in with something -- anything! -- as another opportunity to tell the podcast search engine what your show is about.

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4 Create engaging and valuable content

The fourth step to leverage SEO and keywords for your podcast is to create engaging and valuable content. Content is the core of your podcast, and it should reflect your niche, goal, and keywords. To create engaging and valuable content, you should plan your topics, structure, and format ahead of time, use a conversational and professional tone, provide useful tips and insights, and include calls to action and questions to encourage interaction. You should also edit your audio quality, add intro and outro music, and use sound effects and transitions to enhance your production value.

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5 Publish show notes and transcripts

The fifth step to leverage SEO and keywords for your podcast is to publish show notes and transcripts. Show notes and transcripts are the written versions of your podcast episodes, and they can help you boost your SEO and keywords by providing more content for search engines and listeners to crawl and consume. Show notes and transcripts can also help you improve your accessibility, retention, and conversion by offering different ways for people to access, remember, and act on your content. You can publish show notes and transcripts on your website, blog, or social media platforms, and use your keywords, links, images, and summaries to optimize them.

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6 Promote your podcast

The sixth step to leverage SEO and keywords for your podcast is to promote your podcast. Promotion is the process of spreading the word about your podcast and attracting more listeners and subscribers. Promotion can help you increase your visibility, ranking, and authority by generating more traffic, backlinks, and social signals for your podcast. You can promote your podcast by using email marketing, social media marketing, guest appearances, cross-promotion, influencer marketing, and paid advertising. You should also track and measure your promotion results by using analytics tools like Google Analytics, Podtrac, or Chartable.

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A. Stryker

Cyber Threat Intelligence | Risk Communication and Context | Will Adopt Orphan Chocolates and Caterpillars!
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Google Analytics has very little use in tracking promotions, unless you're directing people off platform to your own site. Guest promotions also don't work all that well, but they do help lend your show credibility if known people in your industry agree to come on. Cross-podcast promotions seem work the best for attracting new listeners, though you'll need to be careful where and how you do that. Anyone you associate with rubs off on you -- and vice versa -- so focus on being a show worth promoting!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you leverage SEO and keywords to boost your podcast visibility and ranking?

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1 Choose a niche and a goal

2 Do keyword research

3 Optimize your podcast metadata

4 Create engaging and valuable content

5 Publish show notes and transcripts

6 Promote your podcast

7 Here’s what else to consider

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