University of Kwazulu-Natal

How To Use Seo To Rank Higher In Apple Podcasts Search Rankings

Bonisiwe Shabane
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how to use seo to rank higher in apple podcasts search rankings

In the rapidly evolving podcast landscape of 2025, creating great audio content is just the start. The real challenge for podcasters today lies in growing discoverability amid millions of competing shows. This is where podcast SEO—optimizing your show to rank better in search results on platforms like Apple Podcasts and Google—becomes essential. Understanding Apple Podcasts’ algorithm and blending it with classic SEO techniques can exponentially increase your audience reach. This guide distills the latest data-backed insights and practical strategies from industry experts, including Buzzsprout’s deep dive into Apple Podcasts ranking factors and complementary SEO best practices. Podcast SEO refers to tactics that improve the visibility of your podcast in podcast apps’ search results (like Apple Podcasts, Spotify) and in traditional search engines (Google, Bing).

While related, these two domains operate differently: Focusing on Apple Podcasts SEO is crucial because about 70% of listeners discover shows through search within apps. With Apple Podcasts’ algorithm now better understood (popularity, metadata, and user behavior), you can tailor your approach to rank higher and reach ideal audiences. According to Apple’s own disclosures and independent analysis by experts like Alban Brooke at Buzzsprout, three main factors determine podcast search rankings: 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. 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. Courtney Elmer shares a structured, repeatable process to implement Podcast SEO effectively. Here’s a breakdown of her four-step approach: Unlock Discoverability, Dominate Charts, and Grow Your Audience In today’s saturated podcasting landscape—with over 5 million podcasts and 70 million episodes available—getting discovered is harder than ever.

You could have the most compelling content, the crispest audio, and the most charismatic host, but if no one can find you, your podcast will remain a hidden gem collecting digital dust. That’s where ranking on Apple Podcasts and Spotify comes in. Apple Podcasts and Spotify aren’t just listening platforms—they’re discovery engines. Millions of listeners browse charts, search by topic, and scroll through curated categories every day. A high ranking doesn’t just mean visibility; it means credibility, momentum, and exponential growth. When your podcast appears in “Top Charts” or “New & Noteworthy,” you’re instantly validated in the eyes of potential listeners.

There’s no magic button. No secret handshake. Just strategy, consistency, and optimization. In this 2,000-word guide, we’ll reveal the proven tactics to rank your podcast higher on Apple Podcasts and Spotify—covering everything from SEO-rich titles to leveraging early downloads, cross-promotions, and category optimization. The 12 Days of Christmas series on Clipped wraps up the year with a creative reminder that often gets overlooked. Today is Day 1 of 12, the final episode of the year, and this episode focuses on why your content probably needs more music—for tone, vibe, and identity.

This episode is rooted in opinion and experience. As a musician, music has always stood out as one of the fastest ways to shape how a podcast or video feels. It creates emotion, builds atmosphere, and helps define the personality of a show before a single word is spoken. Try Riverside’s new AI Video Generator, a tool that automatically creates realistic, high-quality B-roll from a simple text prompt. It’s fast, creative, and saves hours in post-production. Use promo code CLIPPED at Riverside.fm for 20% off your subscription.

🎧 Music Isn’t an Afterthought—It’s a Signal Too many creators treat music like a last-minute decision. But your music choices can communicate a lot about you. Is your show more relaxed? High-energy? Thoughtful?

Playful? Whatever you listen to in real life can inform the sound of your content. Podcast SEO is a crucial key to growing your show. How do I know? Well, all of the podcasts I work on rank, and many of them rank the highest in their specific niche. How’d we do it?

I’m going to tell you, so you can repeat it for your podcast, too. I’ve spent the entirety of my career in SEO and podcasting. The first portion was working at a lean SEO agency strategizing new content production for our clients. The second portion was working with podcast networks to target their shows to the right audience. I’ve succeeded and failed in numerous ways at both, but one thing I was always dead set on: driving traffic/new listeners and increasing reach. You can do the same.

Here’s how. SEO stands for “Search Engine Optimization” and is traditionally a term used for ranking on Google. Nowadays, SEO for podcasts means ranking on Google, Apple Podcasts, Spotify, YouTube and more. The higher you rank in a podcast platform, YouTube, or Google, the higher chance you have to gain a new listener interested in your niche. More searchers seeing your show means more listeners, more people hearing your story, your advice, and your message. This also means more listeners for higher revenue via advertising.

I’ve been going to podcast conferences for over a decade, and nearly every one has a session on podcast SEO or ranking higher in the charts. I’ve always been skeptical of these sessions because, while traditional SEO is well-studied, there hasn’t been much research into how podcast rankings work. That uncertainty opened the door for people to claim they’d “cracked the code” and sell their secrets, most of which turned out to be snake oil. Now, we’re finally getting credible insights into the Apple Podcasts algorithm, with real case studies, anecdotes, and documentation from Apple shedding light on how the system really works. When people talk about “podcast SEO,” they’re usually describing two very different things. Sometimes they mean podcast app optimization, where you try to rank higher inside Apple Podcasts, Spotify, and other listening apps.

Other times, they’re talking about traditional SEO for your podcast website, where you’re trying to rank in Google. Podcasts are booming—and so is the competition for ears (& eyes). If you want to grow your audience, SEO for podcasts isn’t optional anymore. With AI-driven search engines reshaping how people find content, it’s never been more crucial to optimize your show for discoverability. At its core, podcast SEO is all about visibility. We’re talking keywords, metadata, transcripts, and a few other not-so-scary tactics that help your content rise in the ranks—whether it's on Google, YouTube, or inside AI assistants like ChatGPT.

A well-optimized podcast doesn’t just sound good—it shows up. And when it shows up, it gets downloads, listens, and views. Those downloads turn into shares, loyal listeners, brand awareness, and long-term authority. TL;DR: podcast growth = brand growth. You’ve probably seen it shouted across LinkedIn: AI search is changing the game. These engines prioritize relevance and user engagement—making strategic SEO moves even more important for discoverability.

Are podcasts good for SEO? Absolutely.They enhance your online presence, fuel your content marketing flywheel, and (when paired with video) create rich, indexable content that lifts your entire site’s search ranking. by Dan Portik | May 22, 2025 | Blogs | 0 comments Unlocking Podcast SEO: How to Optimize Episodes for Google and Apple Rankings Podcasts have exploded in popularity, but with over 2 million active shows competing for listeners, simply hitting “publish” isn’t enough. To stand out on platforms like Google Podcasts and Apple Podcasts, you need a tailored SEO strategy that addresses both web search engines and podcast directories.

In this guide, we’ll walk through actionable steps to optimize your episodes so they rank higher, attract more listeners, and drive engagement. Effective podcast SEO starts the same way as any content: with keyword research. Identify terms your audience is already searching for—tools like Google Keyword Planner or Moz’s Keyword Explorer can help find topics with solid search volume and manageable competition. Once you have a list: By weaving these naturally into metadata, you signal relevance to both Google and Apple’s search algorithms (Google for Developers). In this episode of CLIPPED, Eric explores strategies to enhance your podcast's visibility within Apple Podcast Search.

Learn why search rankings matter, the basics of podcast SEO, how Apple Podcast Search works, and debunk some common myths. Get actionable insights to optimize your show and attract more listeners. This podcast is sponsored by Riverside.fm - If you're looking for a platform to record podcasts online, check out Riverside. With Riverside you can record 4K video and high-fidelity audio all from your web browser. For new users enter promo code CLIPPED at checkout for 20% off. Why Apple Podcast Search Rankings Matter

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