Seo Podcast: How To Increase Your Visibility On The Web


Talking about podcast SEO seemed almost utopian until some time ago. Many podcasters were unaware that the mechanisms of this strategy could also be applied to the world of podcasts.

Yet, today even audio content can benefit from organic visibility on the web. Just take a few small steps when creating the podcast to already get results.

I'll tell you about it in this article, revealing how to use podcast SEO to improve web discovery. But first, let's open a parenthesis on what SEO is.

What is SEO

SEO (Search Engine Optimization) is the set of strategies aimed at optimizing your website to make it easier for search engines to find, read and understand it. Basically, the goal of SEO is to increase organic visibility to rank your site higher than the competition in search rankings.

This is important because being among the top 3 results in the SERP (Search Engine Results Page) means grabbing 75% of user traffic and increasing the chances of revenue.

To do this, you need to act on various ranking factors, including for example:

  • Website structure
  • HTML code
  • Quality of textual content
  • Link management

Since Google is the most used search engine in the world, SEO activities concern the study of its algorithm both on a technical and semantic level. Google is also a company and its goal is to better satisfy the needs of its customers. For this reason, every time the user types a question on search engines (search intent), the contents that best meet his needs are those awarded among the top positions.

Speaking of websites and textual content, it is easy to understand what are the elements to work on to improve organic visibility. It is more difficult to imagine how this could apply to audio content. However, it is possible.

How can you use SEO in the podcast? Acting on some fundamental elements:

  • The title
  • The editorial plan
  • The Web site
  • Structured metadata
  • The Google podcast manager platform.

Let's start with this last point.

Google Podcast Manager

Google Podcast Manager is the Google podcast listening platform where you can broadcast the RSS feed for online distribution. Even if it is not yet the most used platform for listening, if the podcast is present, by typing its name in the SERP it is possible to directly listen to the individual episodes of the series.

Podcasters who distribute their content on GPM can access important information. Since May 2020, Google has completely restructured it by implementing a series of statistical data on the audio content used on it:

  • Number of plays per episode
  • Average playing time
  • Device used.

Podcast discovery on other listening platforms (Apple Podcast, Spotify, Spreaker to name a few) doesn't work like Google's search engines. While on the web it is enough to insert a reference word (perhaps even incorrectly written) to have a series of suggestions on the same topic, and on other podcast distributors, this is not the case.
If you don't enter the dry key or the correct term, no matching content will be found. This is a problem that will hopefully be solved in the future, but in the meantime, Google also comes to our aid on podcasts.

In its platform, it is possible to see with which search terms users have found your podcast on the web. This means that if you take advantage of SEO in the podcast, the results can be rewarding.

The more the search terms used are relevant to the content of your podcast, the more likely they will be found. Where can you enter the right search terms? I'll explain it to you in the next paragraphs.

In the meantime, you can consult the official Google guide to know all the elements necessary to insert your podcast on its platform and amplify discovery on the web.

SEO podcast in the choice of title

The title of the podcast is one of the first weapons available to improve its visibility on the web and should be exploited to its full potential. The reason is simple. Compared to the title of a blog or a website, which despite being fictional, drags traffic, thanks to the textual content it contains, the podcast does not necessarily have many descriptive elements on which to base the traffic.

The title is the first thing that the podcast can be found by users, as long as it meets some requirements. Boost SEO, promote accessibility for your entire audience, increase organic traffic, engagement and get top-notch accuracy. Using a transcription service to generate a transcript or subtitle is easy. All you have to do is provide us with the link or file, and we will transcribe it within a few hours at the lowest price in the industry.

Let's take an example, if the topic of your podcast is psychology but you title it "Talks of the mind", it is unlikely that those looking for psychology topics will find your podcast in the SERP. The search key does not include concrete basic elements that users would be looking for. Unless someone already knows the name of your podcast, no new user would discover it in the sea of ​​web content.


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The podcast editorial plan from an SEO perspective

If podcast title is the first weapon to use, individual episode titles are closely related to SEO. In every single episode a very specific topic is developed that can be searched for by the user: use it as a search key.

According to the latest analysis published by Ipsos at the end of 2022, 37% of users have discovered new podcasts by searching the internet for the topic of interest. Therefore, without the right search keys, and a transcript they will never find you.

How do you find the most interesting keywords? If you are not an expert you can use some free SEO tools :

  • Google Keyword Planner: is the Google suggestion that indicates what users are looking for on topics related to the keyword.
  • Ubersuggest: Entering a keyword gives you a list of related words with their monthly search volumes made by users.

In SEO, the element that is furthest to the left in a title carries more weight than anything that is on the right. This works because it attracts the reader's attention more since in the West, reading is from left to right. This means that in the definition of the podcast titles you will have to insert the main topic, your keyword, among the first words. You can take a cue from the criterion used in the title of this same article.

What to avoid in the podcast episode title:

  • episode number (e.g .: 01 - the title of the episode)
  • date
  • name of the podcast series repeated on all episodes.

The website: An ally in the SEO podcast

Using the website to promote and distribute audio content is another useful way to take advantage of podcast SEO. Many podcasters have created a section of their existing site to host the series or have implemented a site dedicated to the project.

The benefits of having a podcast website are:

  • create textual content of the individual episodes: not a mere transcript of the audio but a blog article that uses correlated keywords that broaden the semantic field of the subject matter.
  • Use metadata (or structured data) for each episode: they are markups that allow search engines to understand the meaning of some information contained on the web and show it to users in the form of rich snippets.
  • Use SEO-friendly talking links that explain the subject matter.

In Google's support guide on using its podcast platform, you will also find details on how to properly implement structured data on your website for the podcast.


SEO is complex and good practices for increasing visibility include several factors also because Google's algorithm is constantly evolving. If you are thinking of using podcasts as a marketing tool, you will need to develop an SEO plan designed for your communication strategy.

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