Podcast discovery is driven by search more than most creators realize. When someone types "best productivity podcast" into Spotify, Apple Podcasts, or Google, the shows that appear at the top did not get there by accident. They optimized their metadata, structured their content, and followed the same principles that make web pages rank in search engines.
This guide covers the SEO tactics that help your podcast get found on every major platform.
How podcast search works on each platform
Each platform has its own search algorithm, but they all rely on similar signals: text relevance, engagement metrics, and freshness.
Spotify
Spotify's podcast search indexes your show title, show description, episode titles, and episode descriptions. It also factors in engagement metrics like streams, saves, follows, and completion rates. Shows with higher engagement for a given keyword tend to rank higher.
Spotify also uses personalization, recommending shows based on a listener's history. Getting onto personalized recommendation lists requires consistent publishing and strong engagement signals from your existing audience.
Apple Podcasts
Apple Podcasts search considers your show title, author name, and category. Episode-level metadata plays a smaller role in Apple's search than in Spotify's, but episode titles still matter for browse and discovery features.
Apple gives significant weight to ratings, reviews, and subscriber counts. Shows with more five-star ratings tend to rank higher in category charts and search results. The recency of those ratings also matters -- a burst of new reviews signals an active, growing show.
Google Search and Google Podcasts
Google indexes podcast content the same way it indexes web pages. Episode titles, descriptions, transcripts, and show notes all contribute to search rankings. Google also surfaces podcast episodes directly in search results with a playable audio widget, meaning a well-optimized episode can appear on page one of Google for relevant queries.
Having a podcast website with structured data (schema markup) helps Google understand your content and display it in rich results.
Optimize your podcast title
Your podcast title is the single most important piece of metadata for discoverability. It needs to accomplish two things: tell listeners what the show is about, and include keywords that people actually search for.
Good podcast title formula: [Brand or Show Name]: [Descriptive Subtitle with Keywords]
Examples:
- "Revenue Engine: B2B Sales and Marketing Strategies"
- "The Homebrew Hour: Craft Beer Recipes and Brewing Tips"
- "Founder Mode: Startup Lessons from First-Time CEOs"
Avoid stuffing your title with keywords. Platforms penalize titles that feel spammy or misleading. One or two relevant keywords in the subtitle is sufficient.
Write search-optimized episode titles
Every episode title is an opportunity to rank for a specific search query. Treat episode titles like blog post headlines:
- Use the target keyword near the beginning: "How to reduce podcast editing time by 50%" ranks better than "Episode 34: A conversation about editing."
- Be specific and descriptive: "5 ways to grow your podcast audience on LinkedIn" gives both listeners and algorithms a clear signal about the content.
- Avoid numbering-only titles: "Episode 12" tells no one anything. If you use episode numbers, add a descriptive title after the number.
- Match search intent: Think about what your target listener would type into a search bar. Use that exact phrasing in your title when it makes sense.
Craft keyword-rich descriptions
Your show description and episode descriptions are prime real estate for keywords. Write them for humans first and algorithms second.
Show description
Your show description should cover who the podcast is for, what listeners will learn or gain, how often new episodes are published, and keywords that describe your niche naturally woven into sentences. Keep it between 150 and 400 words. Front-load the most important information because some platforms truncate descriptions after the first few lines.
Episode descriptions
Each episode description should include a summary of what the episode covers, key topics or questions addressed, guest name and credentials if applicable, timestamps for major sections, and links to resources mentioned. Timestamps are especially valuable because they help listeners navigate directly to the content they care about, and platforms like YouTube use them to create chapter markers.
Use transcripts for SEO
Full episode transcripts give search engines and podcast platforms a complete text version of your content. A 30-minute episode produces roughly 4,000 to 5,000 words of searchable text -- far more than a title and description alone.
Transcripts benefit your SEO in multiple ways:
- More keyword coverage: Natural conversation includes variations and long-tail keywords you would never think to put in a title or description.
- Accessibility: Transcripts make your content available to hearing-impaired audiences and people who prefer reading.
- Repurposing: Transcripts are the raw material for blog posts, social media content, and newsletters.
Publish transcripts on your podcast website and include them in your show notes where platforms support it. Jellypod's hosting platform can generate and publish transcripts automatically alongside your episodes.
Choose the right categories
Podcast platforms organize shows into categories and subcategories. Choosing the right ones affects where your show appears in browse sections and category charts. Select your primary category based on the main topic of your show. Choose one or two secondary categories that capture adjacent interests. Avoid selecting categories that do not genuinely describe your content -- mismatched categories confuse both algorithms and listeners.
Build backlinks to your podcast
Just like web SEO, backlinks to your podcast website and episode pages signal authority to Google. Strategies for earning backlinks include:
- Guest on other podcasts: Most shows link to their guests in show notes, giving you a backlink from a relevant site.
- Write guest posts: Contribute articles to blogs in your niche and link back to relevant episodes.
- Get listed in podcast directories: Sites like Listen Notes, Podchaser, and Podcast Addict provide backlinks when you claim your show.
- Create linkable resources: Publish original research, templates, or tools on your podcast website that others will reference and link to.
Encourage ratings and reviews
Ratings and reviews directly affect rankings on Apple Podcasts and indirectly affect rankings on other platforms by signaling audience engagement. Ask for reviews at the end of episodes, in your email newsletter, and on social media. Make it specific: "If you found this episode on podcast SEO useful, leave a review on Apple Podcasts -- it helps other podcasters find the show." Specific asks outperform generic requests.
Track your SEO performance
Monitor your podcast's search performance with these approaches:
- Search your own keywords: Regularly search for your target keywords on Spotify, Apple, and Google to see where your show appears.
- Track download sources: Your analytics dashboard will show how listeners found your show. An increase in search-driven traffic indicates that your SEO efforts are working.
- Monitor keyword rankings: Use Google Search Console to track which queries drive traffic to your podcast website.
Jellypod's analytics shows you where your listeners come from across platforms, helping you measure the impact of your SEO work and identify new keyword opportunities.
Common podcast SEO mistakes
Avoid these pitfalls:
- Keyword stuffing: Cramming keywords into your title and description hurts readability and can trigger spam filters.
- Ignoring episode titles: Every episode is a ranking opportunity. Generic titles waste that opportunity.
- No transcripts: Without transcripts, you are invisible to text-based search.
- Inconsistent publishing: Platforms favor active shows. Long gaps between episodes can hurt your ranking.
- No podcast website: Relying solely on directory listings means you miss out on Google search traffic entirely.
Podcast SEO is not a one-time task. It is an ongoing practice of optimizing every piece of metadata, tracking what works, and adjusting based on data. The shows that rank well are the ones that treat discoverability as a core part of their production process.
