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How to Improve Your Podcast’s SEO

April 14, 2025 at 3:48 PM UTC
Parla Team
Parla Team

SEO (Search Engine Optimization) isn't just for blogs and e-commerce sites—it’s essential for podcasters too. As search engines increasingly surface audio content, optimizing your podcast’s website ensures your episodes reach the right audience organically.

Whether you're just getting started or looking to grow your reach, here's a categorized guide to boosting your podcast’s discoverability with practical, SEO-friendly strategies.

🧠 Foundational SEO Concepts for Podcasters

These are the basic building blocks of a strong podcast SEO strategy—things that help Google (and listeners) understand what your show is about.

1. Keyword Research

Keywords are the terms people type into Google when they’re looking for content.
Use tools like Ubersuggest, Google Keyword Planner, or Ahrefs to:

  • Find keywords with high search volume and low competition

  • Identify long-tail keywords relevant to niche topics

  • Track how your site ranks over time

2. Titles and Descriptions

  • Include target keywords in your episode titles without sounding forced

  • Write engaging descriptions that clarify the episode's topic

  • Keep meta descriptions between 150–160 characters for best display in search results

3. Readable URLs

Instead of slugs like /ep8-aks92d, aim for human-friendly URLs like:

perl
CopyEdit
https://yourpodcast.com/episodes/10

These are better for SEO and make your site look more professional.

🧱 On-Page SEO for Podcast Websites

Once your site is live, you want to make sure it’s set up in a way that search engines can fully understand and index it.

4. Show Notes

Well-written show notes:

  • Summarize the episode in detail

  • Include timestamps, quotes, and guest links

  • Offer context for SEO while also helping listeners skim

5. Transcripts

Publishing transcripts not only improves accessibility, it gives Google more text to crawl.
If you're using Parla Links, transcripts are automatically generated and added to your episode pages—zero effort required.

For others, tools like Otter.ai or Rev are popular options.

6. Alt Text for Images

Add descriptive alt text to all images, especially if you're embedding episode thumbnails, headshots, or promotional graphics.
Include relevant keywords if it fits naturally.

7. Internal & External Linking

  • Link between related episodes or blog posts on your site (internal linking)

  • Link out to helpful resources, guest websites, or source material (external linking)

🧰 Technical SEO Essentials

These behind-the-scenes steps help search engines better index and evaluate your website.

8. Sitemap.xml

A sitemap is a file that lists every page on your site.
Most podcast website builders (including Parla Links) generate one for you automatically at /sitemap.xml.

Use this validator to check yours.

9. Robots.txt

This file tells Google what it should and shouldn’t crawl. Make sure yours includes a reference to your sitemap:

User-agent: *
Allow: /
Sitemap: https://yoursite.com/sitemap.xml

10. Meta Tags

Your site's <head> should include:

  • <title>: Unique and descriptive for each page

  • <meta name="description">: Brief summary using relevant keywords

  • <meta name="viewport">: Ensures mobile responsiveness

11. Canonical Tags

These prevent duplicate content issues by pointing to the primary version of each page:

<link rel="canonical" href="https://yoursite.com/episode-42" />

12. Language Tag in HTML

Helps Google understand your site’s default language:

<html lang="en">

📈 SEO Monitoring & Distribution

Once your SEO infrastructure is in place, track your results and expand your reach.

13. Submit Your Site to Google

Head to Google Search Console, verify your domain, and submit your sitemap. This ensures Google indexes all your pages.

14. Use SEO Auditing Tools

Try running a Lighthouse SEO audit:

  • Open your site in Chrome

  • Go to View > Developer > Developer Tools

  • Click the “Lighthouse” tab

  • Generate an SEO report for desktop or mobile

You can also use Ahrefs Webmaster Tools or SEOptimer for more in-depth reviews.

15. Distribute to Podcast Directories

Don’t forget to list your podcast on platforms like:

These have their own internal search systems—treat them like mini search engines.

Final Thoughts

Solid SEO doesn’t just help you rank higher—it makes your show easier to find, easier to share, and more valuable to listeners, guests, and sponsors alike.

You don’t need to be an expert or hire a full-time SEO consultant. Just take it step-by-step. And if you're looking for a podcast website that does most of this for you out of the box, Parla Links might be worth checking out.