Podcast SEO 101: How to Rank Higher

40% of podcast listeners use an in-app search bar to find new podcasts. The pattern is obvious: if you need extra attain, you could optimize your podcast for search.

One approach to get there may be with podcast SEO. Consider it as invisible levers you’ll be able to pull to spice up your rating and drive extra visitors to your podcast. 

On this submit, we’ll cowl how one can optimize your podcast for Spotify, YouTube, and search — plus uncover how one can discover nice subjects on your subsequent episode.

Desk of Contents

How to Optimize a Podcast for Spotify

How to Optimize a Podcast for YouTube

How to Optimize a Podcast for Search

How to Find Topics for a Podcast

Tips on how to Optimize a Podcast for Spotify

Replace your present web page.

Each podcast on Spotify has a present web page. You’ll be able to consider it as a touchdown web page on your podcast.

In accordance with Spotify, the aim of a present web page is to give listeners all the pieces they should find out about your podcast, together with:

• Its title
• Its cowl artwork
• Its present description
• A “Observe” button
• A listing of not too long ago revealed episodes

The present web page is not one thing to hurry by way of — or go away to gather mud. Guarantee every factor is up-to-date, correct, and as compelling as potential.

Embody sub-topics in your present description.

Present descriptions are sometimes quick and concise, so you could make each phrase depend. To get an website positioning increase, incorporate phrases or sub-topics that match what your potential viewers is trying to find. 

As an example, the well being and wellness podcast Maintenance Phase contains sub-topics like “well being fads,” “wellness scams,” and “vitamin recommendation” in its description. These are search groups that might lead somebody to the podcast. 

Entrance-load key info in your episode description.

Writing an episode description is one other approach to optimize your podcast, however many skip it. This house provides key phrase alternatives, which means you’ll be able to rank particular person episodes in search.

Spotify recommends utilizing the primary 20 phrases of your description to hook new listeners. Do not repeat info in your episode title or common podcast description. As an alternative, soar proper into the episode’s subject or visitor.

Just a few years in the past, Google started surfacing YouTube content material in search outcomes. As an example, a fast Google search of “Tips on how to have a breakthrough” populates an inventory of related movies — together with a video chapter from the Tony Robbins Podcast:

To indicate up in search outcomes, begin by dividing your podcast into completely different sections, also called video chapters. This creates a construction for Google to know your video.

It isn’t sufficient so as to add video chapters — you additionally have to optimize them. The secret’s including relevant keywords within the title of every chapter.

Within the video beneath, the first key phrase is “electronic mail advertising,” however, by leveraging video chapters, it additionally targets the key phrases electronic mail record and electronic mail segmentation.

In addition to the search advantages, video chapters additionally enhance person expertise. As an example, have you ever ever skimmed a whole video to discover a specific dialog or subject? By including chapters to your podcast, viewers have a roadmap to skip to the subjects that the majority curiosity them.

Create playlists.

In case your podcast covers a spread of subjects, contemplate making a playlist for every subject. Why? YouTube populates playlists in its search outcomes, giving your content material one other likelihood to be seen.

Playlists can even arrange your podcast library and ship viewers down a content material rabbit gap, encouraging them to spend extra time watching associated movies.

For instance, the Jay Shetty Podcast has a variety of playlists on its YouTube channel, together with well being suggestions, cash habits, and relationship recommendation. For those who’re enthusiastic about one among these subjects, you would spend hours listening to a single playlist.

Add the goal key phrase to your video’s file title, title, and outline.

Earlier than hitting “Publish” in your subsequent YouTube video, be sure that the next areas are optimized:

• The file title. It is best to first point out your major key phrase within the video’s file title. This is why: YouTube cannot truly “watch” your video to see how related it’s, however it may well learn your video’s file title, which is one (of many) context clues.
• Video title: When potential, naturally incorporate your goal key phrase within the video title. On high of that, hold your title clear, compelling, and quick (purpose for 60 characters or much less).
• Video description. Entrance-load your video description with probably the most essential info — equivalent to a keyword-rich abstract, essential hyperlinks, or a CTA. Remember that YouTube solely shows the primary two or three sentences earlier than viewers must click on “Present extra” to see your complete description.

As an example, when you have an entrepreneurial podcast like The Side Hustle Show, you would possibly goal key phrases like “aspect hustle,” “print on demand,” and “internet affiliate marketing.”

All the time embody written content material for Google to index.

By no means skip out on writing a title or description for every podcast episode. Sure, it is time-consuming, however it provides Google one thing to “learn” and perceive in additional element. 

It is also a good suggestion so as to add a transcript to your podcast. Whereas Google’s text-to-speech capabilities are bettering, it is not all the time correct.

By including your personal transcript — both manually or routinely — Google can higher perceive the content material of your episodes. Plus, with the correct subject, key phrases, and key phrase placement, you’ll be able to increase your podcast’s discoverability and rating.

Create an internet site on your podcast.

Whereas this is not obligatory — particularly whenever you’re just starting out — having a devoted web site on your podcast has website positioning advantages. An internet site provides extra actual property for key phrases and offers serps extra details about your podcast past simply the title and outline.

You may also create weblog content material that compliments your podcast. It is a nice approach to cross-promote throughout a number of channels and construct an even bigger following within the course of.

Tips on how to Discover Matters for a Podcast

Whether or not you are just starting a podcast or have been within the recreation for years, it is important to seek out good subjects to speak about.

Podcasts cowl a spread of topic issues. Listed below are the three fundamental sorts:

• Trending subjects — these are subjects that obtain higher-than-average consideration and engagement on social media. 
• Evergreen subjects — these are subjects with constant search demand and curiosity.
• Interviews — these are subjects that relate to an interviewee and/or their space of experience.

Tips on how to Discover Trending Matters

The easiest way to seek out trending subjects is by checking what phrases, phrases, or tales are trending on social media. Twitter is a good place to begin.

You may also leverage key phrase analysis instruments equivalent to Google Trends, Moz, and Semrush to identify trending key phrases and gauge the recognition of sure subjects.

Tips on how to Discover Evergreen Matters

Right here, the objective is to seek out subjects which might be tailor-made to your viewers and obtain a selected objective. As an example, you is likely to be an actual property investor trying to supply recommendation to new professionals within the discipline. 

This requires doing a deep dive into your viewers. What are their pursuits? Wants? Ache factors? These questions are key when discovering evergreen content material.

As well as, use a keyword research tool (like those listed above) to seek out subjects regarding your area of interest, trade, or experience. All the time test to see if demand is constant or fluctuates all year long.

Again to You

As the recognition of podcasts continues to surge, so does the necessity to optimize them for optimum attain. Following the guidelines above, you’ll be able to guarantee your podcast content material is correctly optimized for serps.