How Podcast SEO Can Skyrocket Your Audience: Insights from Brandon Leibowitz
Search engine optimization for podcasts is more than just a buzzword—it’s a powerful way to get discovered, grow your audience, and own your content. In a recent interview on Podcasting Amplified, SEO expert Brandon Leibowitz unpacked the practical strategies podcasters need to master podcast SEO and start showing up where it matters most—on Google.
Whether you’re a seasoned host or just getting started, this guide will help you optimize your podcast for search engines and turn your content into a traffic-generating machine.
What Is Podcast SEO and Why Does It Matter?
Podcast SEO is the process of optimizing your podcast content—titles, show notes, website pages, and audio metadata—to increase its visibility on search engines like Google.
In Brandon’s words:
“You can’t just rely on Spotify and iTunes anymore. If your episodes don’t show up in Google, you’re missing out on a huge audience.”
By using podcast SEO strategies, you’ll:
- Attract more listeners organically
- Build authority in your niche
- Convert casual visitors into subscribers
- Gain backlinks that increase search ranking
LSI and NLP Keywords Related to Podcast SEO
To optimize your content naturally, here’s a list of latent semantic indexing (LSI) and NLP-friendly keywords related to podcast SEO:
- podcast discoverability
- audio SEO optimization
- podcast marketing strategies
- podcast website traffic
- backlink building
- keyword research tools
- podcast promotion tips
- Google search visibility
- episode show notes SEO
- Audio metadata optimization
- organic podcast growth
- podcast platform algorithms
- transcription SEO benefits
- guest podcast backlinking
- SEO plugins for podcasters
- blog post episode pages
- podcast analytics tools
- long-tail keyword targeting
- WordPress podcast site
- search engine rankings
1. Why Your Podcast Needs a Website
You don’t own Spotify or YouTube—you’re just renting space.
Brandon emphasized that building a dedicated website for your podcast is non-negotiable. Without one, you’re sending traffic to platforms that don’t belong to you, and worse, missing out on backlinks and engagement.
Here’s Why You Need a Podcast Website:
- You gain control over user experience and calls to action.
- You can embed YouTube or audio players on your own site.
- Each episode becomes a blog post optimized for different keywords.
- You increase your chances of getting backlinks from guests and other blogs.
Pro Tip: Use platforms like WordPress or PodPage. While WordPress is more customizable, both are SEO-friendly if optimized properly.
2. Backlinks: The Real SEO Game-Changer
Brandon made it clear:
“You can do everything else right, but if you don’t have backlinks, Google won’t trust you.”
What Are Backlinks?
Backlinks are clickable links from other websites pointing to your own. They act as trust signals to search engines.
How Podcasters Can Earn Backlinks:
- Feature guests and share a custom webpage for their episode.
- Ask guests to link to the episode from their website or newsletter.
- Write guest blog posts on relevant sites in your niche.
- Use podcast directories (though some are “nofollow” links, they still build visibility).
- Repurpose content on platforms like Medium and link back to your site.
3. Optimize Every Episode with Smart Keywords
SEO begins with choosing the right keywords, but one keyword per episode is usually the best approach.
Keyword Research Tips:
- Use Google Keyword Planner to find high-volume, low-competition terms.
- Don’t guess—a single letter change (singular vs. plural) can mean 10x more traffic.
- Each episode should have a unique keyword focus.
- Incorporate that keyword in:
- Episode title
- URL slug
- H2 or H3 headings
- First 10% of your show notes
- Meta descriptions and image file names
4. SEO + Social Media: A Cross-Promotion Strategy
Publishing your podcast everywhere sounds exhausting, but tools like Hootsuite, Later, or Buffer help automate this process.
Social Media Tips from Brandon:
- Tailor titles and descriptions for each platform (YouTube, Instagram, etc.)
- Post teasers and link back to your website, not to Spotify or Apple Podcasts
- Use UTM tracking links to monitor traffic
- Always embed videos on your site for full control
Remember: The goal isn’t just listening—it’s traffic to your domain.
5. Build Pages, Not Just Posts
Each podcast episode should be its own optimized landing page. Treat it like a blog post:
- Add a compelling headline (with keywords)
- Include a transcript or summary
- Embed the audio or video
- Include guest bios and links
- Add related episodes or calls to action
Why this matters:
- More pages = more ranking opportunities
- More content = more keyword targeting
- More structure = better user experience
6. Don’t Rely on Just One Platform
SEO strategies differ across platforms. A title that works on Google might not rank well on YouTube.
Brandon’s Advice:
- Research keywords for each platform
- Adjust titles slightly between Google and YouTube
- Focus your effort where your target audience spends time
- Use free SEO tools like:
- Google Search Console
- Google Analytics
- Yoast (for WordPress)
7. Measure What Matters
Tracking progress is essential.
Key Tools to Monitor SEO Success:
| Tool | What It Does |
|---|---|
| Google Analytics | Tracks visitor data and traffic sources |
| Google Search Console | Shows keyword rankings and crawl issues |
| UTM Codes | Helps trace campaign-specific traffic |
Look for trends:
- Which episodes drive the most traffic?
- Where are your listeners coming from?
- Which keywords are ranking?
8. The Truth About Podcast Platform Algorithms
Every platform ranks differently. Spotify, iTunes, and Google Podcasts all have their algorithms.
What Can You Do?
- Focus on getting more reviews on select platforms
- Include keywords in your file name before uploading
- Choose 1-2 platforms to prioritize based on your audience
- Monitor performance and adjust your efforts accordingly
Final Takeaway: Podcast SEO Is a Long Game—Start Today
Podcast SEO isn’t about instant wins. It’s a compound strategy that builds momentum over time.
Brandon’s advice was crystal clear:
“Start with your website. Build backlinks. Choose smart keywords. And promote your podcast like it’s your business—because it is.”
Want to Dive Deeper?
Brandon has made a gift available for listeners and readers alike.
Visit SEOoptimizers.com/gift
You’ll find:
- Free SEO classes
- Tools to audit your podcast site
- A free SEO consultation with Brandon
