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Podcast SEO Best Practices: How to optimize your podcasts for higher ranking

Podcast SEO Best Practices: How to optimize your podcasts for higher ranking

Tejal Surve 07-08-2021

Podcasts have become a new way for people to learn about their interest topics even when they are driving or doing some other work. The listenership of podcasts has been rising steadily over the past few years. Businesses have been jumping onto this bandwagon to reach their listening audience. This is where podcast SEO best practices are helpful to rank your podcasts on Google SERPs.

For a long time, many podcast creators had nothing to do with search engine optimization (SEO). However, in 2019, Google started showing relevant podcasts in its search engine result pages (SERPs) and that raised the question of podcast SEO and how you can rank your podcast to appear on Google search results.

This blog will discuss different podcast SEO best practices that you can use to rank your podcast on not just Google search but also other podcast applications like Google Podcast, Spotify, and Apple Podcasts.

Why is Podcast SEO important?

There are currently more than 104 million podcast listeners in the US alone. People like podcasts as they are easy to consume while doing other manual tasks much like music or audiobooks. With over 2 million shows, there is a lot of competition for podcast reach.

Using the podcast SEO best practices gives your podcast a better chance at reaching your target listeners. Optimizing your podcast will help you to rank higher on Google and other podcast-listening applications.

With the right optimization techniques, you can reach your audience on different podcast listening platforms as well as through Google search results. However, your podcast may not appear on Google Search if the search engine does not index your episodes.

So here is the list of top podcast SEO best practices to position your podcast higher on Google as well as other podcast listening applications.

What are the top podcast SEO best practices?

Where Google’s Natural Language Processing will pick up spoken words from your podcast, however, it first needs to index your podcast. But before that, let’s start with the basics.

Research your keywords

Whether it is written or audio content keywords are important. There are many free and paid keyword research tools you can use to find the keywords relevant to your niche or industry. You can also use Google itself to search for relevant keywords.

Simply type in your focus keyword and Google will show you all the related keywords and phrases that people search for on Google. These are also called the Latent Semantic Index (LSI) Keywords.

Other than Google, you can look for keyword ideas using the Keyword Surfer tool, Moz, or SEMrush. These tools help you recognize the keywords that your target audience uses to find your content. Moreover, you can also find the search volume and CPC of every keyword so you know how competitive each of these keywords is.

You need to look for a keyword with high search volume and low CPC so you get a higher reach with lower competition.

Once you have the list of keywords, use them at all the right places for Google to understand what your podcast is about. So, it will go in the podcast title, subheadings, URL of the podcast, etc.

Create a podcast website

There are many podcast hosting sites that you can use to create and upload your podcast. However, if you are serious about ranking your podcast on Google, then create a website dedicated to your podcast.

Whenever you create a podcast, upload it on your website so that Google indexes your website pages and ranks them accordingly.

Here too, you need to make sure that you are using the correct keywords for each episode. You will have to research keywords for each episode so that you do not target the same keyword for two different episodes. This may confuse Google on which web page to choose to rank.

Using the traditional web page SEO methods is not a bad idea to improve your podcast ranking. That being said, it should not be the only way you optimize your podcast to reach new audiences.

Claim your podcast on Google

Google offers a podcast manager that allows you to claim your podcast on Google and let Google start indexing it.

*    Go to Google Podcast Manager.

*    Click on Start Now.

*    Enter your Podcast’s RSS feed.

*    Confirm your podcast selection.

*    Enter your email ID associated with your podcast.

*    Through your email, you can then verify your ownership.

Using Google podcast manager you will be able to get insights about your podcast like what keywords did the listeners use to reach your podcast. Moreover, adding your podcast to Google Podcasts also makes it eligible to get indexed.

If your podcast is more relevant to a search query on Google, it will show your podcast in a separate Podcast section right under the Featured snippet.

That being said, your goal should be ranking in the top three because people will hardly click on the slider button to see the next podcast results.

Connect your podcast with your social media

One of the podcast SEO best practices includes sharing the podcast on social media. Social media is a great platform to create a buzz about whatever next interesting thing you are about to do. Use it to promote your podcast before making it live and share it with your followers once it is published.

Creating a buzz on social media will allow you to let your audience know that they can now listen to you through podcasts too. This way, when your podcast is released, you don’t have to worry about talking to crickets.

Similarly, you must also share a link to your podcast on your social media accounts. This will allow your audience to know where to find you the next time. And even if they do not directly find you on the podcast hosting apps, they can still listen to you through the link you shared on your social media.

Transcribe and repurpose your podcasts

When you upload a podcast episode on your website, it is better to always transcribe the episode to make sure that Google understands what your podcast is about. It also allows your viewers to find something that they may have missed while listening to your podcast. It can also allow people who may not have listened to your podcast to easily access your transcriptions.

Furthermore, you can also add show notes, where you can give a summary of the show and what it is trying to say, etc. Make sure that in both cases, you will need to use your keywords appropriately. This is another way for you to let Google acknowledge your podcast and rank the episode page on the search engine result pages.

To make the most out of your content on the podcast, you can also repurpose it into a blog, infographic, or video. Simply record a video alongside podcast recording. After some good editing, it is ready to be shared with your followers on Youtube, Instagram, and Facebook. An infographic is great for sharing on Pinterest and Instagram as both are visual platforms.


Do podcasts help SEO?

If you are creating a podcast simply to boost your website’s SEO, it is better to focus more on blogs and other content marketing strategies rather than exploring uncharted territories. However, if you do have something to say that can be best said using a podcast then go for it. Podcasts and their episodes will increase pages in your domain much like blogs do.

With the right SEO techniques, it may also increase your website’s domain authority.

What is an SEO-friendly podcast?

Podcasts that fulfill all the search engine criteria, are easily accessible by the people, and are regularly indexed by the search engine can be called SEO-friendly podcasts.

How do I get my podcast to show up in search?

Add your podcast to Google Podcasts and use the above podcast SEO best practices to start appearing on Google search engine result pages.


Podcasts are a relatively new way to connect with your audience. It is also an easier way to consume informational content from your favorite brands and businesses. All this is because of its audio nature. People can consume podcasts while they are commuting, cooking, or knitting.

Although search engine optimization is primarily focused on websites, web pages, and blogs, it can also be used to rank your podcasts. Some of the podcast SEO best practices are as follows:

*    Research your keywords

*    Create a podcast website

*    Claim your podcast on Google

*    Connect your podcast with your social media

*    Transcribe and repurpose your podcasts

If you are unsure of podcast marketing, you can still carry on updating your other digital marketing practices to attract audiences and customers to your business. At E-Bulk Marketing, you can get a complete digital marketing solution and expert guidance to help you reach your marketing goals more efficiently.

Would you create a podcast to promote your brand? Tell us your thoughts on the topic in the comments below. If you liked the blog be sure to share it with your friends.

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