Hi, I’m Niall Mackay, founder of Seven Million Bikes Podcasts and owner of Saigon Podcast Studio.
I work with podcasters at all stages. Some are just starting. Others already have great content and strong guests. But almost everyone runs into the same problem.
Their podcast is hard to find.
They publish episodes. They share links. They promote on social media. But discovery still feels slow and unpredictable.
This is where a clear SEO strategy for podcasts becomes important.
SEO helps your podcast get found on search engines like Google and inside podcast platforms like Spotify and Apple Podcasts. It is not a quick fix, but it is one of the most effective long-term podcast marketing strategies available.
In this article, I will explain why SEO for podcasts matters, how to optimize SEO for the main platforms, what factors impact SEO, and the most common mistakes podcasters make.
Table of Contents
Why we need SEO for podcasts and how it helps
Podcasting is more competitive than ever.
There are millions of podcasts available, and new ones launch every day. Simply publishing an episode does not guarantee that anyone will find it.
SEO helps solve this problem by making your podcast easier to understand for search engines and podcast platforms. When platforms understand your podcast better, they can show it to the right people.
SEO for podcasts helps in three key ways.
First, it improves discoverability. SEO allows your podcast to appear when people search for topics you talk about. This applies to Google searches as well as in-app searches on Spotify and Apple Podcasts.
Second, SEO supports long-term growth. Social media posts disappear quickly. SEO content continues to work in the background and can bring new listeners months or even years later.
Third, SEO attracts the right listeners. When your podcast appears for relevant searches, people are more likely to enjoy the content, listen longer, and come back for future episodes.
This is why SEO plays such an important role in sustainable podcast marketing.
Learn more: The Power of Podcast Branding: Podcast for business
How to optimize SEO for podcasts
SEO for podcasts works a little differently depending on the platform. Google, Spotify, and Apple Podcasts each look at different signals. A good SEO strategy takes all of them into account.
1. How to optimize SEO for Google
Google relies heavily on text to understand audio content.
This is why podcasts that have a website usually perform better in Google search. A website gives Google something it can read, index, and rank.
Having a podcast website does not need to be complicated. Even a simple site with a podcast homepage and individual episode pages can help a lot.
Episode pages are especially valuable. When each episode has its own page with a clear title and description, it becomes a searchable asset. Over time, these pages can bring in listeners who are actively searching for topics you cover.
Show notes and transcripts also support SEO for podcasts on Google. Transcripts give Google full access to the episode content, but they are not required. Clear, well-written show notes already provide strong SEO value.
2. How to optimize SEO for Spotify
Spotify works more like a search engine combined with a recommendation system.
Spotify uses two main types of signals. The first is metadata. This includes your podcast title, description, episode titles, and categories. The second is listener behavior, such as how long people listen and whether they follow your show.
To optimize SEO for Spotify, clarity is essential.
Your podcast title should clearly explain what the show is about. Your podcast description should describe who the podcast is for and what topics you cover. Vague or generic descriptions make it harder for Spotify to match your podcast to relevant searches.
Episode titles also play a big role. Titles that clearly describe the episode topic perform better than creative or unclear titles. Spotify needs to understand the episode before it can recommend it.
Consistency also matters. Podcasts that publish regularly tend to perform better because they signal reliability and ongoing activity.
3. How to optimize SEO for Apple Podcasts
Apple Podcasts focuses strongly on metadata and categorization.
Your podcast title and description are the most important elements for SEO on Apple Podcasts. These fields should clearly communicate the main topic of your podcast and the value for listeners.
Apple Podcasts also uses episode titles and show notes to understand content. Clear and descriptive titles help both search visibility and listener trust.
Categories matter more on Apple Podcasts than many people realize. Choosing the right primary category helps your podcast appear in the correct charts and search results.
Like Spotify, Apple Podcasts rewards consistency. Regular publishing helps your podcast stay visible and relevant.
Factors that impact podcast SEO
Several key factors influence how well your podcast performs in search and recommendations.
Clarity is the most important factor. Platforms need to quickly understand what your podcast is about. Clear names, clear descriptions, and clear episode titles make this possible.
Consistency is another major factor. When your episodes follow a clear theme and publishing schedule, platforms build confidence in your podcast.
Listener engagement also plays a big role. How long people listen, whether they follow your podcast, and whether they return for future episodes all influence visibility. Good content supports SEO naturally.
Finally, supporting content such as websites, show notes, and transcripts strengthens your overall SEO strategy. These elements give platforms more context and improve discoverability.
If you’re a solo podcaster, this will help you: Podcast SEO for Independent Podcasters: Tips, Tools, and Truths
Common SEO mistakes podcasters make
I see the same SEO mistakes repeatedly, even with high-quality podcasts.
One common mistake is using a generic podcast name. Names that do not explain the topic make it harder for platforms and listeners to understand what the podcast is about.
Another mistake is skipping episode descriptions. Without descriptions, search engines have very little information to work with. Even a short paragraph can help improve SEO and listener clicks.
Many podcasters also rely too heavily on social media. Social posts are short-lived. SEO content provides long-term value and continues working in the background.
Finally, many podcasters expect fast results. SEO is a slow process. Podcast SEO often takes months to show clear results, but the payoff is steady and long-lasting growth.
Final thoughts – SEO Strategy for Podcasts
SEO for podcasts is not about tricks or shortcuts. It is about clarity, consistency, and patience.
When your podcast is easy to understand, it becomes easier to find. SEO helps your podcast appear on Google, Spotify, and Apple Podcasts, and it helps the right listeners discover your work.
If you are serious about podcasting and want to build long-term growth, SEO should be a core part of your podcast marketing strategy.
At Saigon Podcast Studio, we help podcasters create professional shows designed for both great listening and long-term discoverability. A good podcast deserves to be found, and SEO is one of the best ways to make that happen.
