Podcast SEO
Podcast SEO is the practice of optimising a podcast and its episodes so they are easier to find in search engines, podcast apps and video platforms. Because audio is hard to search, it relies on text: show and episode titles, descriptions, show notes, transcripts and dedicated episode pages on the podcast’s website.
How podcasts get found
Listeners find podcasts in several places: directories such as Apple Podcasts and Spotify, YouTube, Google search and the podcast’s own website. Google Podcasts closed in 2024, and Google now surfaces podcast episodes mainly through YouTube and regular search results. Each platform reads the information in your RSS feed, plus its own engagement signals, to decide what to show.
Search engines can process speech to some extent, but text remains the clearest signal of what an episode covers. That is why transcripts and well-written episode pages matter.
Podcast directories also use their own signals, such as subscriptions, ratings, reviews and listening behaviour, to rank shows in charts and search. These are outside direct SEO control, but a clear show description, consistent publishing and encouraging satisfied listeners to follow and rate the show all help.
Why it matters
Most podcast directories have basic search functions that rely heavily on titles and descriptions. A web page for each episode can rank in Google for the topics discussed, attract links and bring new listeners who would never browse a podcast app. Episodes can also feed content repurposing into articles, clips and social posts.
How to optimise a podcast
- Choose a clear show name and description: say what the show is about in words people search for.
- Write descriptive episode titles: lead with the topic or guest, not just an episode number.
- Create an episode page for each episode: include an embedded player, a summary, key points and links.
- Publish a transcript: it makes the episode accessible and gives search engines full text to understand. Edit automatic transcripts for accuracy.
- Use headings and timestamps: break long episodes into sections so readers and search engines can scan them.
- Publish on YouTube too: a video or audiogram version follows YouTube SEO principles and widens reach.
- Earn links and mentions: guests sharing their episode page is a natural form of link building.
- Link episodes together: use internal linking between related episodes and topic pages.
Structured data can help too. Marking up episode pages with schema.org types such as PodcastEpisode, or VideoObject for video versions, gives search engines extra detail, although it does not guarantee any special display in the results.
Common mistakes
- Episode pages that contain only an embedded player and a single sentence.
- Titles such as “Episode 47” that say nothing about the content.
- Publishing raw automatic transcripts full of errors.
- Hosting episode pages only on a podcast platform rather than your own site.
- Stuffing show descriptions with keywords, which podcast directories may treat as spam.
Key Takeaways
- Podcast SEO relies on text because audio is hard for search engines to read.
- Descriptive show and episode titles help in directories and search.
- A dedicated page for each episode can rank for the topics discussed.
- Edited transcripts improve accessibility and give search engines full context.
- Publishing on YouTube extends reach beyond podcast apps.
Related Terms
Want to know where your site stands? Book a free SEO health check, or keep learning in the SEO Encyclopedia.