Podcasts have become a popular medium of content consumption over the past few years. So much so that in May 2019, Google announced that it had started indexing podcasts to display them on Search Engine Results Pages (SERPs). This has made it easier for consumers to discover podcasts without actually downloading a podcast platform. But to rank higher for relevant searches, you need to ensure that your podcast is Search Engine Optimized. Read further to learn about the top 10 podcast SEO tips you can use to rank your podcast higher in search engine results.

What is Podcast SEO?

Search Engine Optimization (SEO) is the process of improving your ranking in the search engine results through organic (Non-paid) means. Podcast SEO is a way of increasing the visibility of your podcast and growing your audience. A regular podcast listener will directly go to the podcast platform and your SEO efforts will pay off there too by showing your podcast for the relevant keywords. But there is a huge opportunity in the search engine results where you can attract new listeners who are looking to explore.

10 SEO Tips for a Successful Podcast

1. Claim The Podcast On Google Podcast Manager

Google needs to index your podcast to make it visible in the SERPs.This process involves Google’s bots indexing your content into their database, enabling it to appear when someone searches for a relevant keyword or phrase. Claiming your podcast in Google Podcast Manager using the following steps will make this easier:

  • Access Google Podcasts Manager via https://podcastsmanager.google.com
  • Sign in with your Google Account (or create one if needed) and click ‘start now’
  • Input your podcast RSS feed URL
  • Preview the feed to ensure episodes and artwork are displaying correctly.
  • Google will send a verification code to the email linked to your RSS feed.
  • Enter the code to verify ownership

2. Do Keyword Research

Keywords are the terms or phrases people use to search for information. Conduct thorough research to identify keywords relevant to your podcast, using a keyword research tool—many of which are available for free.

After identifying your keywords, incorporate them into your podcast name and description. Include the focus keyword in your page title and meta description as well, which provides Google with a summary of your page. For each episode, do additional research to see what people are searching for. Structuring your episode around a keyword will enhance SEO and ensure that your content remains relevant and valuable

3. Create Quality Content

Search engines aim to deliver the best possible answer to a query, focusing on content that is not only relevant but also useful and high-quality. To build a loyal audience and boost engagement, your podcast content must be good. Make sure your episodes address problems, offer valuable information, or entertain. Focus on delivering clear audio, compelling storytelling, and relevant topics

4. Engage With Your Audience Through Social Media

Create social media handles for your podcast and connect with your audience. Host Q&A sessions with listeners, run polls or engage in other forms with your dedicated audience members. You can even release sneak peeks of your upcoming episodes or produce exclusive content. Making your listeners feel appreciated and heard creates a sense of community and promotes word-of-mouth advertising. If social media is not your expertise, approach a digital marketing agency for professional guidance.

5. Recycle Your Podcasts

Creating a good podcast requires significant effort. So why not make the most of it? You can create more SEO opportunities by publishing your content in different formats. Repurpose your podcast content and create blog posts. You can use a Website design company to develop a website for your podcast which will allow you to publish your content and cater to the needs of a different audience. You can also film the hosts recording the podcast and post it on YouTube. This will appeal to those who prefer watching over listening. Also, this will put a face to the voices heard on the podcasts adding a personal touch. 

6. Write Episode Transcripts

While Google automatically generates transcripts, they are not always correct. Transcribing your episodes yourself gives you the authority to write the correct translation, clearly define industry terms and highlight keywords. Additionally, transcripts enhance accessibility for listeners with hearing impairments and offer valuable content for repurposing into blog posts or social media content, further expanding your reach and engagement.

7. Create Clickable Timestamps

Most people use search engines to find specific answers, and if you can’t provide them directly, they’ll move on. Timestamps help listeners easily navigate to different sections of your podcast, allowing them to skip to the parts they’re most interested in. Additionally, search engines can use timestamps to better understand your podcast’s content, potentially boosting your search rankings.

8. Build Backlinks

As mentioned earlier, Google chooses quality content to display first. One way to get quality assurance is by building backlinks. A backlink is a hyperlink from another website that leads to your page or podcast. When you get a backlink, Google understands it as a vote of confidence. It is proof that your content is original and trustworthy. 

9. Use Internal Links

Internal linking involves connecting to other pages within your own website. This practice is vital for podcast SEO as it aids search engines in comprehending the structure and hierarchy of your site. By strategically linking related content, you improve visitor navigation and indicate to search engines which pages are most important.

10. Improve User Experience

Search engines prioritise pages that load faster to create better user experience. If your pages take too long to load, Google might think your podcast isn’t worth recommending. So, invest time in optimizing your site’s speed. Also, ensure that your page is mobile-friendly to keep up with the trend of increasing content consumption through mobiles.

Podcasts represent a new and creative approach to content creation. To enhance visibility and draw a larger audience, effective podcast SEO is crucial, as it focuses on optimizing content to improve discoverability across different platforms. Applying these strategic podcast SEO tips can significantly increase your search rankings and listener engagement.