Why Smaller Podcasts Should Focus on Discoverability Instead of Visibility

Boost your podcast reach with effective podcast SEO strategies! Learn how focusing on discoverability can lead to sustainable growth and a loyal listener base. While many podcasters may be tempted to chase visibility through guest appearances, social media promotions, and other external marketing strategies, the key to sustainable growth lies in focusing on discoverability-based podcast marketing strategies. Let me explain. Although both strategies aim to promote your podcast, they do so in different ways.

Discoverability vs. Podcast Visibility

Before diving into why discoverability is crucial for smaller podcasts, it’s essential to understand the difference between discoverability and visibility:

• Discoverability refers to how easily potential listeners can find your podcast when searching for relevant topics in your niche. It involves creating content that answers their questions and meets their needs.
• Visibility, on the other hand, is about being seen. This includes promoting your podcast through various channels, such as social media, guest appearances, speaking engagements, and public relations efforts.

For smaller podcasts, especially shows with under 300,000 downloads, prioritizing discoverability over visibility can lead to more meaningful and sustainable growth.

You can do this successfully without a large social media following or spending money on ads.

The Importance of Discoverability for Smaller Podcasts

By focusing on discoverability, you create search-friendly content that directly addresses your target listeners’ specific questions, concerns, and interests.

With keyword research and Podcast Search Optimization (PSO) tactics, you secure higher rankings in search results on players like Apple Podcasts and Spotify.

Since 40% of podcast listeners are using the search bar to find new shows and episodes, you ranking at the top means potentially more listens with less effort.

In other words, think of podcast discovery as being at the right place at the right time.

Two years ago, I transitioned from visibility to discoverability marketing. Why? With a newborn, I needed to try a different marketing strategy where people regularly found me instead of me meeting folks where they are at.

As a new mom, I had no time to guest on shows. I also had no desire to post on social media.

Here’s what I found…

Discoverability strategies require less initial and ongoing effort than visibility tactics. They can also be built into your podcast production workflow, so you streamline tasks.

Once you create and optimize your content for search, it can continue to work for you over time. Your podcast can gain traction and grow organically, even when you’re not actively promoting it.

Plus, when new listeners discover your podcast and find a wealth of relevant content, they are more likely to binge-listen. This “binge effect” can lead to increased downloads, higher engagement, and the development of a loyal fan base.

Again, the more valuable the content you share, the more likely listeners will return for more.

Lastly, focusing on discoverability lays a solid foundation for future visibility efforts. Once you have a well-optimized podcast with a compelling back catalog, you can leverage visibility strategies to amplify your reach.

For that reason, I believe smaller shows should focus on discoverability first—tapping into a wider pool of potential listeners who are actively searching for content like yours. After laying a solid foundation, move on to visibility-based marketing strategies.

Now that you know why you should focus on discoverability, let’s create a podcast marketing plan to reach your growth goals.

Useful Strategies for Improving Discoverability

What are proven ways to increase your number of podcast listeners?

To improve podcast discovery, consider implementing the following strategies:

Your content is your show’s most important asset.

In my ebook, Grow Your Show With Better Content, I share ten proven strategies to create compelling content that resonates with your audience and drives listener growth—all while maintaining complete control over your show.

Focus on producing episodes that answer frequently asked questions in your niche. You can use a handy tool like Answer Socrates to find frequently asked questions on any topic. You can also find trending topics via Google Trends and Pinterest Trends, which highlight top search queries.

Keep it simple where every episode provides an in-depth response to one question.

Next, optimize your content for search.

Strategically sprinkle in keywords in episode titles and descriptions. This will help your podcast rank higher in podcast search results, making it easier for new listeners to find you.

Keep in mind that episode titles are one of the first things potential listeners look at to make a listening decision, so always aim for clear instead of clever.

Lastly, create engaging and search engine-optimized podcast show notes (written blog-style content) to make your website content more accessible and discoverable on powerful search engines like Google.

Having Google (SEO) and podcasts players (PSO) consistently driving traffic to your show means you can eliminate all the other promotion tactics that aren’t driving results.

How liberating is that!

Unsure of how to format your podcast show notes? Save time and brain power by grabbing my podcast show notes template. This is the exact template I use so my blog posts regularly rank on the first page of Google.

Final Thoughts: Prioritize Discoverability Before Diving into Podcast Visibility Strategies

For smaller podcasts, the emphasis on discoverability is not just a strategy; it’s a necessity.

When potential listeners find your content using the search bar, you set the stage for sustainable and long-term growth.

While visibility tactics can be beneficial, the ROI pales in comparison to what’s possible with a discovery focused approach. So with that, I say visibility should come after you have established a solid foundation of discoverable content.

Discoverability wins every time in my book.

As someone who has been a guest on over 200 shows, for which I am incredibly grateful, I’ve learned that being found is way more powerful and scalable than being seen.

So, if you’re wondering how to increase podcast visibility, rephrase it to “How can I improve my podcast discovery?”

In my signature training, Boost Podcast Discoverability, I walk you through how to find keywords in Apple Podcasts and exactly where to put them to rank higher for targeted keywords. Implementing this strategy alone has helped my clients see a jump in podcast downloads within two months.Yes, it can be that quick!

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