How To Make Your Podcast Rank

How To Make Your Podcast Rank

Podcasts have more and more gained acceptance as part of a complete search engine marketing technique since Google introduced in 2019 that it might surface podcasts in the search results and make them playable.

That change considerably raised the visibility of podcasts in search outcomes as a result of potential listeners can uncover podcasting content material when looking with the phrase “podcast.”

Screenshot of podcasts in Google's search resultsScreenshot from seek for [interview with larry david podcast], Google, August 2022

Podcasts For Discovering New Concepts

As of April 2022, iTunes and Spotify hosted over 4 million podcasts every.

Podcasting is greater than a method to go the time at house or within the automotive. Individuals are more and more turning to podcasts to study a subject.

In keeping with analysis by the Reuters Institute for the Research of Journalism and Oxford College, over 50% of U.Ok. podcast listeners aged 25+ had been extra more likely to hearken to podcasts to study one thing.

That aligns with the findings by Edison Research of United States podcast listeners, who listed studying new issues as a high motive for listening to podcasts.

Whereas leisure continues to be a motive for listening, the pattern towards studying about new issues, each in present occasions and evergreen subjects, makes podcasting a beneficial channel for sharing experience in the identical means that writing articles and publishing movies are.

Podcasts Can Be On Any Subject

One can discover podcasts on nearly any subject as a result of customers of content material search for info wherever they occur to be, which suggests throughout quite a lot of media sorts.

Listed below are a number of examples:

Florida Actual Property Podcasts

Screenshot of Florida Real Estate Podcasts in Google SearchScreenshot from seek for [florida real estate podcast], Google, August 2022

Dwelling Enchancment Podcasts

home improvement podcastsScreenshot from seek for [home improvement podcast], Google, August 2022

Private Damage Podcasts

Screenshot of personal injury podcasts in Google search resultsScreenshot from seek for [personal injury podcast], Google, August 2022

Though there won’t be an enormous viewers for each area of interest, it’s not a foul thought to be there with a podcast when a possible consumer is looking.

And as briefly talked about earlier, podcasting has advantages associated to networking with others and creating alternatives to construct consciousness.

How To Optimize A Podcast For Search

Podcast Description

A podcast description is a abstract of what the podcast sequence is about. The podcast description is what a possible listener reads once they’re looking round on Spotify.

Make the outline related by describing the sequence utilizing the phrases a listener would possibly use.

Summarize Every Podcast

All the time create a abstract that describes what the podcast is about. This implies writing the subjects, the details lined, who the visitor is, and a few particulars of important components that somebody would possibly seek for.

For instance, if a visitor shares an anecdote that is perhaps of curiosity, write a sentence or two about that anecdote so that somebody who is perhaps involved in that info can discover it.

The Most Widespread Websites For Podcasts

In keeping with a 2022 Edison Research study, podcast audiences hearken to their favourite exhibits via a number of platforms.

The next represents the odds of people that answered “sure” to every service. Meaning the odds received’t add as much as 100% since listeners use a number of companies.

In a ballot, respondents had been requested to select from an inventory of companies they used for listening.

The highest 5 locations to hearken to podcasts are:

  1. YouTube – 55%
  2. Spotify –  49%
  3. Apple Podcasts – 38%
  4. Amazon Music – 27%
  5. iHeartRadio – 27%

The sixth to tenth hottest locations to hearken to podcasts:

  • Fb – 27%
  • Pandora – 25%
  • Instagram – 24%
  • Google Podcasts – 22%
  • Audible – 19%

The highest 11 to twenty podcast listening companies and websites are:

  • The podcast’s personal web site – 18%
  • SoundCloud – 17%
  • NPR One – 10%
  • The podcast’s personal cell app – 10%
  • Stitcher – 7%
  • TuneIn – 7%
  • Wondery app – 7%
  • Pocket Casts – 6%
  • Castbox – 4%
  • Luminary – 4%

Optimize For YouTube

YouTube could also be the preferred means audiences hearken to podcasts (adopted intently by Spotify).

Meaning it’s vital to add a model of the podcast to YouTube.

You’ll want to add a descriptive title and outline, together with using vital phrases that may assist listeners discover the podcast.

Optimize For Spotify

Spotify is the second hottest platform for listening to podcasts, so it’s vital to know the way to optimize a podcast in order that most individuals can discover and hearken to it.

Spotify revealed a helpful article about optimizing a podcast price .

Listed below are among the takeaways:

Spotify Podcast Present Web page

Each podcast has a present web page. The present web page is a podcast house web page (or a touchdown web page) the place a podcaster tells what the sequence is about.

A present web page consists of 5 parts:

  1. Title.
  2. Emblem art work.
  3. Description.
  4. Comply with button.
  5. Episode listing.

Podcast Paintings

The art work for the Spotify present web page is advisable to be excessive decision (3000 x 3000 pixels). Spotify provides an artwork generator at their Anchor web site (registration required).

The art work ought to come out. It’s helpful to make use of complementary colours, particularly ones that stand out and name consideration to themselves.

Shiny colours may be useful for this, however excessive distinction colour selections work effectively, too.

search engine marketing Your Spotify Podcast Description

Spotify recommends utilizing key phrases within the podcast description that embrace the general subject and subtopic key phrase phrases {that a} potential listener would possibly use to seek out the podcast.

Optimize Podcast Episode Descriptions

Spotify recommends utilizing the primary 20 phrases to entice the listener in through the use of key phrases that point out what the subject is about.

Don’t waste time repeating what’s within the title or waste house welcoming the listener to a different episode. Be straight to the purpose in describing the particular episode subject, and do it quick.

Create A Podcast Trailer

Spotify encourages podcasters to create a trailer for their podcasts and to interrupt them up into seasons. Create a brand new trailer for every new season.

Right here’s a video providing tips about making a podcast trailer:

Matters For Podcasts

Whether or not you have already got a podcast or are involved in beginning one, it’s important to know greatest practices for optimizing podcast episodes for search.

Podcast episodes are content material – that’s all it’s.

The kind of material for podcast episodes may be damaged down into no less than two sorts:

  • Evergreen subjects – material that is still related yr after yr.
  • Trending subjects – material that could be a scorching subject for the time being.
  • Interviews – interviewing well-known individuals helps appeal to an viewers. That is extra than simply ego bait.

The evergreen material is created for the long term to please content material customers who is perhaps new to the subject and wish to study the fundamentals.

Trending subjects are nice as a result of they faucet into what’s on the general public’s thoughts at that second in time and get a direct enhance, significantly in Google Discover.

Be Inventive With Podcast Matters

As talked about originally of this text, individuals hearken to podcasts to study new issues and for a lot of different causes.

It’s simple to get annoyed about creating subjects for a podcast, particularly for a enterprise that may not lend itself to podcasting.

For instance, how does one make private damage legislation a podcasting subject that pulls an viewers? How can one podcast about plumbing?

One style of podcasting is storytelling. Folks like to hearken to tales, to narratives.

So, a technique to consider it’s to contemplate all of the tales which might be related to the commerce or enterprise.

In the end, for some podcasting subjects, particularly business-related ones, the aim is perhaps so simple as speaking traits like honesty, sincerity, and a ardour for doing a great job.

Analysis Trending Matters

What’s of curiosity and concern to individuals now could be a good way to construct an viewers and enchantment to Google’s algorithms that rank trending topics.

Creating content material round a present occasion is a good way to rise to the highest via Google’s freshness algorithm and to be seen in Google Uncover.

A trending subject doesn’t should be “information” within the sense of dramatic occasions.

A trending subject might be the discharge of a brand new product, through which case it is perhaps a good suggestion to make use of.


One method to determine up-to-the-minute trending subjects is to look at Twitter’s trending topics, that are organized by Trending, Information, Sports activities, Leisure, and Covid-19.

Google’s Trending Searches

One other strategy is to go to Google’s Trending Searches webpage, which exhibits what individuals are trying to find as we speak.

Google Traits

As soon as the subject material is recognized, the subsequent step is to watch Google Trends.

A good way to unlock fascinating insights is to make use of Google Traits “classes” drop-down to seek out traits particular to your subject space.

Screenshot of Google TrendsScreenshot from Google Traits; modified by creator, August 2022

Google Information For Trending Matters

One other method to analysis is to see what’s trending in Google Information.

Breaking information is a strong engine to hitch your podcast to.

Individuals are desirous to study extra about vital occasions, so it’s very important to maneuver quick on creating podcasts associated to present occasions.

A profitable podcast can’t at all times depend on present occasions for subjects week after week.

If present occasions aren’t related to a subject, then the subsequent type of content material to show to is the evergreen material.

Use A Feed Reader

The work of maintaining updated with trending subjects is less complicated when utilizing a feed reader to arrange sources of breaking information.

Everytime you see an article that’s on the precise subject, discover the class that the article is in, then search for an RSS feed to observe it.

Notice: If acceptable, make sure to hyperlink to the article out of your podcast abstract, as that may make it useful for customers.

Some feed readers can observe a web page with only a URL.

Following a subject in Google Information is simple.

Simply seek for the subject, and on the precise aspect of the search outcomes, there can be hyperlinks for following a extra particular subject.

Screenshot of Google News Search ResultsScreenshot from Google Information; modified by creator, August 2022

Evergreen Content material

Matters which might be helpful yr after yr are referred to as evergreen.

Typical evergreen subjects are inclined to reply questions on how-to, how does, how can I, why, the place can I, and so forth.

Figuring out evergreen content material subjects may be pretty simple.


Wikipedia is an efficient supply of subjects for evergreen content material.

An inventory of subjects lined in Wikipedia can then be used to go looking on YouTube to see what angles others are utilizing.

Ebook Chapter Names

One other of one of the best sources of concepts for evergreen content material subjects is to go looking on Amazon.com to see what subjects are revealed in books.

It is a method I’ve been utilizing and sharing at search conferences for over 15 years for textual content content material, nevertheless it ought to work simply as effectively for podcasting, too.

Take note of the chapter titles as a result of these generally is a goldmine of subjects to podcast about.

Pinned Discussions In Boards

And, in fact, boards a few given subject may be helpful.

Many boards get the identical questions requested time and again.

So to maintain the boards from being inundated with members discussing the identical factor repeatedly, they pin evergreen questions on the high of every discussion board class.

These pinned discussions are often an important evergreen subjects individuals are involved in.

Regularly Requested Questions

One other method to uncover evergreen podcast subjects is to go looking on Google and Bing to your subject key phrase phrase plus the phrases “steadily requested questions.”

One other variation may be: Easy methods to (subject phrase) steadily requested questions. After that, cycle via the what, the place, who, and when kind questions for much more variations.

New To (Subject)

People who find themselves new to a subject are sometimes in search of evergreen subjects.

Naturally, looking in the best way somebody who doesn’t know a lot concerning the area of interest is a superb method to discover evergreen subjects.

Search utilizing phrases and phrases resembling:

  • New to.
  • Fundamentals.
  • Newbie.
  • Suggestions for newbies.
  • Coaching for.
  • Easy methods to begin.

Section Searches By TLD

A method to actually dig in and uncover nice evergreen subjects is to do the above-noted analysis by segmenting your searches to particular top-level domains (TLD).

This will likely end in totally different however fascinating takes on the subject.

Examples of segmented searches:

  • Search phrase website:.edu
  • Search phrase website:.gov
  • Search phrase website:.gov

Don’t Neglect YouTube

YouTube is a search engine, too. It may be a superb place to determine evergreen subjects.

Attention-grabbing Evergreen Matters Versus Key phrase Stock

Put all the pieces you uncover into an intensive listing of subjects on a spreadsheet if that works for you.

Some would possibly wish to go to Google Traits and refine the listing by the preferred key phrase phrases or subjects.

Specializing in key phrases with the best search stock is a conventional method to resolve what evergreen subjects to podcast about.

However I’d wish to recommend one other means: Deal with what’s fascinating.

Going with fascinating subjects quite than key phrase stock could make the podcast extra fascinating as a result of it can lead listeners on a journey of discovery.

Listening to subjects one hadn’t thought of is a pleasant expertise; alongside the best way, the listeners could develop into followers who enthusiastically refer the podcast to mates.

Interview Widespread And Vital Folks

Interviewing fascinating individuals is a good way to maintain the podcast content material self-generating.

However much more vital is a helpful method to appeal to an viewers.

Even when the podcast is about house enchancment, a dialogue with a star about how their favourite decor, flooring, fixtures, or no matter is perhaps actually fascinating.

Maintaining with the theme of house enchancment, one can interview individuals who have exhibits on the subject or professionals who set up dishwashers to get tips about what’s the greatest dishwasher to get.

Interviewing individuals with data is a good way to create helpful and fascinating content material and takes the strain off the host for having to speak and speak and speak, week after week.

Transcribe The Podcasts

Transcribing means turning the spoken phrases of the podcast into textual content.

That is vital as a result of it can assist the podcast discover an viewers of people who find themselves deaf, so that is an accessibility consideration.

Transcribing the audio will even feed the search engine one thing to rank.

There are quite a few apps and companies for conducting this activity.

Microsoft 365 customers can add utilizing Phrase to transcribe audio to textual content by enjoying the audio instantly into Phrase.

Microsoft 365 may also transcribe 5 hours of audio per thirty days through add. More information here.

Google Docs has a similar feature.

Paid options resembling Rev and Temi could also be extra handy as a result of one solely has to add the audio file.

Create Podcast Chapters

Podcast chapters are a comfort to listeners as a result of it provides them a method to quick ahead to components of a present that curiosity them.

Something that improves person expertise will, on the very least, not directly affect search engine marketing.


An fascinating means to consider a podcast relating to the way it’s helpful to a enterprise is that everybody would like to be featured on a podcast favorably.

So, it is sensible to create one of the best podcast on a given subject and provides the enterprise a plug originally and/or the top of the podcast.

Podcasting is a good way to attach with an viewers and to make connections in a broader neighborhood to which the subject belongs.

The podcast can develop an viewers quick by incorporating interviews with well-liked individuals and celebrities, which is able to then develop word-of-mouth and hyperlinks.

Specializing in being fascinating (as a substitute of key phrase search quantity) could also be a great strategy as a result of everybody loves the expertise of discovery.

Selling the podcast may be so simple as reaching out to content material websites like on-line magazines and letting them find out about a podcast or that somebody fascinating was interviewed.

Don’t look ahead to a number of opponents to determine their authority as podcasters.

It’s at all times greatest to get a head begin at building loyalty to your model and establishing alerts of recognition.

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Featured Picture: MVelishchuk/Shutterstock

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