Search Engine Optimization for Podcasters

Podcasts have taken the world by storm. It seems anyone with even a micro following has begun creating audio content for their audience. Listeners are tuning in from their cars, earbuds during the workday, asking their Echo Dots to play it while they’re cleaning the kitchen, or even popping it on while folding clothes.

Here’s a quick hit of some mind blowing (to me, at least) statistics on podcasting:

• The podcast industry market size is $23.56 billion. The industry is expected to be worth $4 billion in 2024.

• There are 464.7 million podcast listeners globally as of 2023. This number is predicted to reach 504.9 million by 2024.

• 78% of the US population is aware of podcasts. Out of which, 28% listen to podcasts weekly.

• The United States has the most podcast listeners in the world. It is predicted that over 100 million active podcast listeners will be in the U.S. in 2023.

If you’re thinking about enter the podcasting space, please feel encouraged to do so. Yes, the audio environment is becoming saturated, but marketing has changed. Before, there used to really only be room for a handful of competitors. But now, influencers and personalities are developing intimate relationships with their audience. This relationship gives them the edge they need to stand out and most importantly, retain their audience.

But now we’re ahead of ourselves. Before you can think about retaining your audience, you have to find them or enable them to discover you. In this blog post, I’ll dive into six tips on increasing your podcasts discoverability using search engine optimization hacks.

Keyword Research

Hopefully you didn’t think I would make it through an SEO post without mentioning keywords. Keywords are crucial SEO juice for your podcast. You can achieve keyword boosts in two different ways: through your audio and through written keywords.

• Audio Keywords: Research and formulate your podcast topics around keywords. Keeping up with trends and performing keyword research will help this process. Make sure you’re saying the keywords during your episode.

• Written Keywords: Include keywords in your title, description and across platforms — such as the Spotify Show Page

Make it Accessible

Ensure your podcast is available on as many streaming platforms as possible. All of these are additional signals to Google that your podcast is relevant and credible. Here is a breakdown of the most listened to podcast platforms as told by SEJ:

1. YouTube: 55%

2. Spotify: 49%

3. Apple Podcasts: 38%

4. Amazon Music: 27%

5. iHeartRadio: 27%

6. Facebook: 27%

7. Pandora: 25%

8. Instagram: 24%

9. Google Podcasts: 22%

10. Audible: 19%

11. The podcast’s own website: 18%

12. SoundCloud: 17%

13. NPR One: 10%

14. The podcast’s own mobile app: 10%

15. Stitcher: 7%

16. TuneIn: 7%

17. Wondery app: 7%

18. Pocket Casts: 6%

19. Castbox: 4%

20. Luminary: 4%

Backlinks

Back links are the backbone of a successful search engine optimization strategy. Increasing back links to your podcast can be done in many different ways. The two quickest and most successful methods for this are to collaborate with other podcasters and ask your audience for reviews.

When selecting a podcaster to collaborate with, be picky. Think about your audience. Who would they connect with? Think about your audience interests combined with your keyword research and use this to craft a topic. Next, when you reach out to this podcaster, be sure to come with an incentive. Share your podcast stats, aspirations and why you think the partnership would be successful. Outline your topic idea and share some of your calendar availability for recording. How will you record? Will you meet up in-person at a studio? Do it via Zoom? How long will it take?

As for reviews, give your audience specific directions. For example, if you want Apple Podcast reviews, give them the path how to get to the page to leave a review, or leave a link in your description and direct them there. Repeat the directions several times.

Secret Podcast Hack: Claim Your Pod on Google

It’s insane to me how under utilized this tip is. You can claim and verify your Podcast with Google, just as you would with Google Business. Do it here: https://podcastsmanager.google.com/

Promote, Promote, Promote.

Repurpose your podcast as much as possible. These will also (kinda) count for back linking.

• YouTube: If you feel comfortable, film yourself recording and post a video version to YouTube.

• Blog: Break down the audio into a blog post. DO NOT just use the transcription from the podcast. Choose 1-3 topics from the blog and dive deeper. Provide unique information listeners didn’t get on the podcast.

• Social Media: Promote it on your brand socials! Use snippets of the audio and put together aesthetic reels or TikToks and make the sound shareable. Tweet it, use Instagram Threads…whatever brand socials you’re present on, share your new podcast episodes.

If you’re embarking on a podcasting journey, hopefully this blog puts you on the right track. If you’re feeling overwhelmed, or have additional questions, feel free to drop me a line. I’m always happy to help.

-E

Sources

https://www.demandsage.com/podcast-statistics/#:~:text=41%25%20of%20people%20in%20the,to%20a%20podcast%20every%20month.