Podcasting is booming, but discoverability on Google remains a major challenge for people and businesses looking to start their own podcast.
You might have great content, but if it’s not showing up in search results, you’re missing out on a huge chunk of potential viewers and listeners.
However, with the right SEO (Search Engine Optimisation) strategies, you can significantly boost your podcast’s visibility – not just in podcast distribution services, but right on Google’s top search results.
Here, LRB’s team of experts share some important tips on how to do it.
Start with your own website
Google primarily ranks web pages, not audio files. This means that if your podcast is only available on platforms like Spotify or Apple Podcasts, you’re limiting its visibility in search engine results. To maximise your podcast’s discoverability, it’s essential to have a dedicated website or landing page for your show.
To optimise your podcast content for search engines, start by creating a separate webpage for each episode, ensuring that each one has a unique URL. On every episode page, include the episode title, detailed show notes, and a full transcript of the audio. These elements not only provide valuable context for search engines but also improve the user experience.
Additionally, make sure your website is mobile-responsive, loads quickly, and uses HTTPS for secure browsing. These technical factors play a significant role in Google’s ranking algorithm.
Each episode page should be rich in content, offering value even to those who might not listen to the entire episode. If visitors find the written content helpful and engaging, they’re more likely to stay on the page longer—another positive signal that can help boost your search rankings.
Keyword optimisation
Just like with blog posts, your podcast episode pages should be optimised with keywords that your ideal listeners are likely to search for.
Think about the topics, questions, and phrases your audience might type into Google when looking for content related to your show.
To make the most of keyword optimisation, be sure to include your target keywords in several key areas of the page.
These include the page title (also known as the <title> tag), the main heading (H1 tag), and the URL slug.
You should also place keywords in the meta description, the alt text of any images, and naturally throughout your show notes and transcript.
Utilise your podcast transcripts
Search engines like Google are not able to listen to audio content, which means they can’t directly understand what’s being said in your podcast episodes.
However, they can read and interpret text. That’s why providing a written transcript of each episode is one of the most effective SEO strategies you can implement.
There are several key benefits to transcribing your podcast episodes. First, transcripts give Google and other search engines a clear understanding of the content discussed in your episodes.
This allows them to properly index and rank your pages based on relevant keywords and topics.
Secondly, transcripts naturally contain a rich variety of keywords and phrases that your audience may be searching for. Including them on your episode pages increases the amount of searchable content and boosts your chances of appearing in relevant search results.
Lastly, offering transcripts also makes your podcast more accessible to a wider audience, including people who are deaf or hard of hearing, as well as those who prefer reading to listening.
Not only does this promote inclusivity, but it also enhances the user experience—something Google takes into account when ranking content.
Build a strong backlink profile
Building a strong backlink profile is essential for increasing your podcast’s visibility and credibility.
Backlinks from reputable websites signal to search engines that your content is valuable and trustworthy, which can improve your rankings in search results.
They also drive referral traffic from relevant sources, helping you reach new listeners.
In short, by being recognised through links, you can easily build your stature on search engines, like Google.
If you would like to learn more about podcasting, then speak to us!
At LRB, our clients have experienced the impact of our knowledge within the industry.
Call 07741 487245 to speak with our CEO, Luke, or email hello@lrb-media.co.uk to learn more.