In today’s saturated podcasting world, standing out feels harder than ever. With millions of shows available, how do independent creators or niche podcasters compete against big-budget productions and celebrity hosts? The answer lies in Podcast SEO (PSO) - a powerful, yet often overlooked strategy that can help your show land in the top search results on platforms like Apple Podcasts and Spotify.
In this article, we’ll explore how you can leverage Podcast SEO to attract more listeners, increase visibility, and grow your podcast like never before. This guide is packed with actionable insights and expert techniques from podcast expert Courtney Elmer, shared during her talk at Podcast Movement 2025.
What is Podcast SEO and Why Does It Matter?
Podcast SEO (PSO) refers to optimizing your podcast’s content and metadata to ensure it appears in search results on podcast platforms (like Apple and Spotify) and traditional search engines (like Google). While many podcasters think SEO is exclusive to blogs or websites, Courtney Elmer explains that 54% of podcast discovery now happens through search. If your show isn’t showing up in search results, you’re missing out on listeners - and your competitors are capturing them instead.
Think of Podcast SEO as the podcasting equivalent of landing on Page 1 of Google. Most people won’t scroll past the first few results, so if your show doesn’t appear in the Top 5 search results on Apple or Spotify, it’s essentially invisible.
The Four-Step Framework for Podcast SEO Success
Courtney Elmer shares a structured, repeatable process to implement Podcast SEO effectively. Here’s a breakdown of her four-step approach:
1. Analyze Your Competition
Before optimizing your own podcast, you need to understand what your competitors are doing. These are direct competitors whose shows appeal to the same target audience as yours.
- Identify Active Shows: Focus on podcasts that are frequently updated. Platforms like Spotify prioritize active feeds when ranking search results.
- Don’t Ignore Inactive Shows: Evergreen podcasts (with timeless content) may still rank well in search, even if they haven’t been updated recently.
- Use Tools Like ChatGPT: Input a competitor’s podcast link into ChatGPT and prompt it to extract the top 10 keywords in their metadata. This will help you uncover the keywords they’re targeting.
2. Build Your Keyword List
Once you’ve reviewed your competition, compile a list of relevant keywords. Ideally, you should aim for 70–100 keywords across 7–10 competitor podcasts. Then, narrow this to a list of 10–15 keywords that are the most relevant to your audience.
- The Sweet Spot: Target keywords that:
- Have high search volume (many people are looking for them).
- Have low competition (few podcasts are optimized for them).
- Broad vs. Specific Keywords: Avoid overly broad keywords (e.g., "fitness podcast") as they’re too competitive. Similarly, don’t go too narrow (e.g., "fitness podcast for moms of toddlers"), as few people are searching for such hyper-specific terms. Strike a balance with keywords that are relevant and moderately competitive.
3. Optimize Your Podcast Metadata
Metadata refers to the written text associated with your podcast, such as the podcast title, episode titles, and descriptions. This is where keywords should be strategically placed to improve search rankings.
- Key Areas to Focus On:
- Podcast Title: If your podcast name doesn’t include keywords, consider adding a tagline with relevant ones.
- Episode Titles: Incorporate keywords naturally without overloading.
- Descriptions: Both your overall podcast description and individual episode notes are prime real estate for keywords.
- Avoid Keyword Stuffing: Overusing keywords in unnatural ways can hurt your rankings. Focus on creating value for your audience while naturally weaving in keywords.
4. Monitor and Refine Using Analytics
SEO isn’t a one-and-done task. Regularly track your performance and refine your strategy based on what’s working.
- Use SEO Tracking Tools: Platforms like OSHA allow podcasters to monitor keyword rankings directly for Apple and Spotify. You can track:
- Which keywords you’re ranking for.
- Your position in search results.
- How your podcast compares to competitors.
- Free Alternatives: If you don’t have access to paid tools, manually search for your top 10–15 keywords in Apple and Spotify to see where your show ranks.
Practical Tips for Keyword Optimization
Courtney emphasizes the importance of finding the right balance between broad and niche keywords. Here’s how to refine your keyword strategy:
- Relevance to Listener Intent: Think about what your audience is searching for, and ensure your keywords align with their needs.
- Focus on Evergreen Content: Keywords related to timeless topics will keep your podcast relevant for years to come.
- Experiment and Adjust: If certain keywords aren’t yielding results, try alternatives or adjust your messaging to better align with search intent.
The Long-Term Benefits of Podcast SEO
Implementing Podcast SEO can lead to significant growth. Courtney shared how her show experienced a 41% increase in downloads within a month of optimizing metadata and applying SEO principles. Over time, her podcast has continued to grow by an average of 16% month-over-month.
The beauty of Podcast SEO is that it’s an organic strategy, meaning you don’t need a massive marketing budget to see results. By investing time upfront in research and metadata optimization, you can attract steady, long-term traffic to your podcast.
Key Takeaways
Here are the most important insights from this guide:
- Podcast SEO is essential: Over half of podcast listeners discover new shows through search. If your podcast isn’t optimized, you’re losing potential listeners.
- Start with competitor research: Identify your top competitors and analyze their keyword strategies using tools like ChatGPT.
- Build a targeted keyword list: Focus on relevant keywords with high search volume and low competition.
- Optimize your metadata: Incorporate keywords into your podcast title, episode titles, and descriptions for maximum visibility.
- Monitor your results: Use analytics tools to track your rankings and refine your strategy over time.
- Balance broad and specific keywords: Avoid overly generic or hyper-niche terms - find a middle ground that resonates with your audience.
- Consistency is key: Regularly update your podcast metadata and stay on top of search trends.
Final Thoughts
Podcast SEO represents a massive opportunity for podcasters to grow their audience organically. Whether you’re a seasoned creator or just starting out, implementing these strategies can help you rank higher in search results, attract new listeners, and build a loyal audience.
Remember, SEO is both an art and a science. By understanding listener behavior and strategically optimizing your podcast, you can tap into a powerful growth lever that so many podcasters overlook. Dedicate a morning to applying these principles, and watch as your podcast rises through the ranks. Happy podcasting!
Source: "Master Podcast SEO to Rank at the Top of Apple and Spotify Search" - The Podcast Movement Archive, YouTube, Oct 1, 2025 - https://www.youtube.com/watch?v=q7FzSpFI9yQ
Use: Embedded for reference. Brief quotes used for commentary/review.
