Getting seen: Discoverability in podcasting

So, you’ve put in the work and launched your podcast. Now that you’ve published the first few episodes, you’ll want to build momentum and gain more listeners. As you may know, that’s easier said than done. With so many podcasts out there, you’ll want to do everything you can to boost your podcast discoverability.

Before we jump in with some top tips to help you get your podcast discovered by listeners, we’ll start with some podcast discovery stats. After all, it helps to understand the journey and intent of your potential listeners.

According to the podcast host from a survey of 780 people:

  • 58.1% of listeners search their listening app’s directory with a specific topic, whereas 41.9% browse a particular category to find a new show
  • Podcasts are judged primarily on their description, followed by episode titles
  • Listeners don’t care if they’ve never heard of the podcaster or their guest before
  • 28.9% of listeners will give a show as many as 15 minutes to hook them in, while 27.5 will allow only five minutes

Now, despite plenty of surveys and what we know about listener intent, there’s a lot of talk around the so-called ‘discoverability problem’ in podcasting. However, rather than getting caught up in the age-old debate, we want to share some actionable advice to help you boost your podcasts discoverability.

Be consistent

To ensure your podcast is discoverable, you want to ensure it’s worth discovering. One way of doing so is by ensuring you’re consistent. By publishing consistently, you’ll be building credibility, offering your potential listeners a more extensive archive to choose from and helps you show up on established podcast directories. Furthermore, podcast listeners are creatures of habit, so ensure listening to your podcast becomes second nature by staying predictable.

Keep quality at the forefront

Providing high-quality audio is another way of ensuring your podcast is worth listening to. By prioritising quality, you’re offering a better listening experience that will ensure your audience keep coming back for more. In addition to quality audio, everything else from graphics and descriptions should always be of the highest quality – don’t cut corners.

Branch out

In addition to listening apps and online searches, you’ll want to get your podcast out there as much as possible. So, take the time to find the platforms suited to your podcast and its niche and start promoting your podcast there. From your social media and email newsletters to online communities, podcaster recommendation services and the IMDB of podcasting – Podchaser, put yourself out there at every opportunity!

Leverage your guests

Whether you’re calling on a tastemaker, industry expert or a lifelong friend, guests can serve as an excellent boost for your podcast discoverability. Maybe your guest will bring an engaged audience with them that will become long-term listeners, or perhaps they’ll add value by offering new fresh takes or entertainment value. Whatever it may be, a good guest is worth their weight in gold.

Use search engine optimisation

Last but certainly not least is our most technical recommendation, search engine optimisation. Thankfully, we’ve covered six ways to SEO optimise your podcast, too. 

Are you ready to up your game and get your podcast seen? Join our supportive and welcoming community and level up with us by your side.

Make it Searchable: 6 ways to SEO optimise your podcast

As podcasts grow in popularity year on year, standing out from the crowd can feel harder than ever. But, if you didn’t know, SEO for podcasting exists and nailing yours will help you become more discoverable. 

For those who don’t know, SEO stands for search engine optimisation. In podcasting, SEO is the process of improving the quantity and quality of traffic to your podcast and, in turn, increasing your listener base. Whether your podcast is already live or you’re interested in starting one, read on to discover six ways you can gain visibility. 

Research and utilise relevant keywords
Podcast searches occur on two key platforms: search engines such as Google and podcast platforms such as Acast, and Spotify. For both, keywords are crucial. 

The name of your podcast is your number one keyword. So, choose wisely. While innovative and funny names are great, you should aim to pick a name based on the keyword opportunity. For example, ‘Girls in Marketing’ or ‘Sustainably Influenced’. 

In addition to the name of your podcast, you should include keywords in your episode titles and descriptions. 

When it comes to researching keywords, several paid and free tools are available, such as Google Trends and Answer the Public. Plus, doing keyword research will likely generate ideas for future topics – it’s a win-win. 

Leverage podcast metadata
If you’re sitting wondering what metadata is, you’re not alone. SEO can often feel like a dark art, so to simplify it for you. Metadata refers to a description of other data, like a book’s blurb. So, when Google is trawling the internet for search results, a keyword optimised meta title and description will help you get seen. 

As a rule of thumb, your title and subtitle should be to the point and include your focus keyword where possible. For the description, you can allow for more creative freedom, treating it as a function to convince people to listen.  

Repurpose your podcast content for social media
Many marketers say social media doesn’t directly impact SEO; however, some argue it does. By repurposing your content and building a presence on social media, you’re connecting with your audience and fostering relationships with listeners. As a result, when your listeners engage with your accounts, share links to your podcast and leave reviews, Google will note this social proof. 

Never underestimate the importance of transcriptions
Although it can be time-consuming, creating transcripts is another opportunity to highlight key topics and keywords for search engines to crawl easily. Your podcast transcriptions should include: 

  • H1-H4 header tags (titles)
  • Keywords
  • Timestamps 

Furthermore, transcriptions ensure your content is more accessible for those unable to listen. 

Work on securing backlinks
A backlink is a link created when one website links to another. By securing high-quality links to your podcast, you’ll improve your SEO ranking. For example, if you have a guest on your podcast who has a high domain authority website, you ask them to link to your podcast. 

Claim your podcast on Google Podcasts Manager
If you want your podcast to show up in Google searches, you need to verify with Google Podcasts Manager. Once you’ve done so, Google will begin to index your feed and ensure your podcast is discoverable across Google Search, Home and Assistant. You can verify your podcast in five simple steps here.

SEO can feel like playing the long game, but it’s a worthwhile use of your time if you’re keen to grow your audience. While there’s a lot more you can do to boost your visibility, we recommend getting started with these six tips as you get your head around the mastery that is SEO. 

Podcasting can be challenging; there’s no need to do it alone. If you could benefit from a supportive podcasting community in your corner, find out about our membership options here