Why Your Podcast Isn’t Showing Up in Search (And How to Fix It)

Stand out in podcast search results and rank higher in Apple Podcasts and Spotify. While social media and guesting on podcasts are common podcast marketing strategies, they require a lot of time and energy to gain traction. Many podcasters overlook a crucial aspect of their show’s success: a discovery-based growth strategy that lasts longer and requires less effort than others. Let me be the first to introduce you to podcast search optimization (PSO), an effective strategy that offers long-lasting results with minimal effort.

Is there a search engine for podcasts?

Each podcast player has their own search functionality for categorizing and ranking shows.

Listeners can use the search bar to discover podcasts and episodes of interest.

Keep reading for how to make your podcast more searchable.

What is Podcast Search Optimization?

Similar to SEO (Search Engine Optimization), PSO improves discoverability. However, they differ in mediums and strategies.

SEO improves the visibility of website content in search engine results. Podcast Search Optimization focuses on improving the chances of being found when searching on podcast listening apps like Apple Podcasts and Spotify. This increased discoverability leads to a wider audience reach.

According to Ausha, 40% of podcast listeners use the search box to find new shows. Neglecting PSO and subsequently not showing up in podcast search results is a missed opportunity to attract new listeners and grow your audience.

At the core of PSO is podcast keyword research, which identifies the terms and phrases potential listeners use when searching for content. Incorporating these keywords into critical places like podcast descriptions enhances your chances of appearing in relevant search results.

I often get asked why Podcast Search Optimization (PSO) is a worthy growth strategy.

Just being listed in the podcast players doesn’t cut it anymore.

In 2018, you could add your show to a new directory and gain listeners overnight. That doesn’t work in 2024 and likely beyond.

For potential listeners to find your podcast today, you have to show up when potential listeners are searching.

That’s the power of PSO.

PSO is a powerful tool that puts you in control of your podcast’s discoverability.

Why Podcast Search Optimization Matters

Here are some key reasons podcasters should take the time to learn and implement this strategy.

With millions of podcasts available, it’s easy for a show to get lost in the noise. By optimizing for search, you increase your chances of being found by potential listeners actively searching for content related to your niche.

Effective PSO helps attract a more relevant audience too. By using specific keywords that resonate, you can connect with listeners who are genuinely interested in your content. This targeted approach not only boosts listenership but also fosters a more engaged and loyal audience, making PSO a powerful tool for audience targeting.

When listeners find exactly what they’re looking for, they’re more likely to engage with the content fully. This can lead to longer listening durations, increased interactions through reviews and shares, and a higher likelihood of returning for future episodes. Maybe even a follow!

Lastly, unlike paid ads, which can require ongoing investment, effective PSO provides a sustainable way to market a podcast. Once the content is optimized, it attracts listeners over time, creating a lasting impact without incurring additional costs.

The best part is that you can build PSO into your overall production workflow so it doesn’t take up any more time from your busy schedule.

1. Understand Listener Psychology

Understanding how people search for podcasts is crucial in PSO. People search for new podcasts in podcast players and in a slew of other places, such as newsletters, social media, and YouTube. By understanding listener psychology, you can better target keywords and improve your search ranking.

How do podcast listeners use the search box in podcast players?

Great question! Most listeners type in short phrases rather than questions. Understanding this can help with targeting better keywords.

For example, some keywords may include “adoption,” “beauty,” or “Paris travel.”

2. Strategically Implement Keyword Research

One of the most significant mistakes podcasters make is not conducting thorough keyword research.

Not identifying and using relevant keywords can lead to losing potential listeners searching for content in your niche.

Solution: Create a mega list of keywords that describe your show and its topics. 

For instance, if your podcast is about personal finance, you could include keywords like ‘budgeting’ or ‘investing,’ which listeners actively search for.

3. Regularly Optimize Episode Titles

Without a strong episode title, a great podcast episode will often never have the chance to perform. 

So many podcasters fail to audit their episode titles, valuable real estate for keywords.

Both Apple Podcasts and Spotify serve up shows and episodes from the search bar, so episode titles matter. Review and update episode titles with keywords at least once a year.

When auditing episode titles, here are three questions you should answer:

• Is the episode title clear?
• Do listeners know exactly what they can expect to gain from listening?
• Have you included a keyword to boost discoverability?

Well-optimized episode titles can lead to higher rankings in podcast directories, increasing the likelihood that new listeners will discover your show.

By implementing this strategy alone, almost all of my clients see a spike in download numbers within the first one to two months.

4. Create Content Around Keywords

When you find a keyword that resonates, create podcast episodes that align with it. Monitor to see if you rank for your chosen keywords. Remember sometimes you have to create several episodes to see traction.

Final Thoughts: Podcast Search Optimization Needs To Be a Priority

Listen up: discoverability is essential for any podcaster looking to grow their audience without the burden of social media, paid ads, or podcast guest appearances. PSO gives you that edge in attracting and retaining listeners.

The goal is to be found where people are searching for content like yours. By learning the skill and investing time in optimizing your podcast for search, you’re setting yourself up for long-term success.

With these podcast SEO tips, commit to the process, and get ready to see results!