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With over 5 million podcasts and more than 70 million episodes available across platforms like Apple Podcasts and Spotify, standing out from the crowd takes time, to build, engage and enhance your audience. In the vast and competitive podcast landscape, ensuring your show is discoverable isn’t just about great engaging content—SEO (Search Engine Optimisation) plays a significant role in determining whether your podcast reaches the right ears. Two of the most powerful tools in your podcast SEO arsenal are your title and description.
Below we break down why these two elements are so influential when it comes to discoverability, how you can better utilise them to improve your podcasts reach and build your audience, especially within Apple Podcasts.
Why Titles and Descriptions Matter for Podcast SEO
SEO is often associated with Google and websites, but the same principles apply to podcasts. Just as you want your website to rank highly in search engine results, you want your podcast to be discoverable when potential listeners search on podcast platforms.
Apple Podcasts remains the biggest platform for podcast discovery, accounting for 32% of all podcast listening according to a 2023 study by Edison Research. Apple Podcasts, like Google, uses metadata—including your podcast title, description, and episode details—to determine how relevant your show is to users’ search queries. Well-optimised titles and descriptions are essential to getting your show ranked higher in search results and seen by the right audience.
The Power of a Great Podcast Title
Your podcast title is the first thing listeners and algorithms see. A great title not only captures attention but also tells both listeners and search engines exactly what your podcast is about.
1. Keyword Placement
Just like with website SEO, keywords matter. When crafting your title, be sure to include relevant keywords that potential listeners might use to search for content like yours. For example, if your podcast covers personal finance tips, having a keyword like “finance” or “money” in your title will help your podcast appear in relevant searches.
According to Chartable, shows that included specific keywords in their titles saw an 18% increase in discoverability on Apple Podcasts compared to those that didn’t. This underscores the importance of thinking strategically about what words best describe your show.
2. Be Descriptive Yet Concise
While including keywords is important, you don’t want to stuff your title full of them. Apple Podcasts recommends keeping titles under 60 characters so they aren’t truncated in the search results. The key is to be descriptive enough that users know what your show is about while remaining concise. For example, a title like “The Daily Entrepreneur: Business Tips & Start-up Stories” is both clear and optimised for relevant keywords, without overwhelming potential listeners.
3. Consider Branding and Clarity
While it’s tempting to get creative with titles, clarity is more important than cleverness. Podcast industry data from Podchaser shows that shows with clear, descriptive titles perform better in search rankings than those with more ambiguous or overly creative titles. For example, a podcast titled “Marketing Minute with Jane” is more discoverable than “Jane’s Musings on Success.” Listeners (and search engines) should be able to understand your podcast’s topic just by reading the title.
Writing Descriptions That Drive Discoverability
Once you’ve grabbed a listener’s attention with your podcast title, your description is what seals the deal. Podcast descriptions serve two main purposes: they give potential listeners more information about your show and help podcast platforms like Apple Podcasts categorise your content correctly.
1. Incorporate Keywords Naturally
Just like your title, your description should contain relevant keywords. However, the key is to incorporate them naturally—avoid stuffing your description with keywords, which can come off as spammy and harm your SEO efforts. Instead, aim to write a description that flows well while still emphasising important search terms related to your podcast’s content.
For example, if your podcast focuses on fitness and nutrition, your description might include phrases like “fitness tips,” “healthy eating,” “workout routines,” and “nutrition advice.” These keywords will help platforms like Apple Podcasts rank your show higher when users search for these terms.
2. Be Specific
According to Podnews, podcasts with specific, well-crafted descriptions saw 28% more plays on Apple Podcasts than those with vague or generic descriptions. When writing your description, don’t just summarise your show—be specific about what listeners can expect. Mention the types of topics you’ll cover, the format of your show, and who your podcast is for. For instance:
“The Marketing Mastermind Podcast delivers actionable tips on digital marketing strategies, social media growth, and content creation for small businesses and startups. Join host Sarah Greene as she interviews industry experts, shares personal experiences, and offers real-world advice to help your business thrive online.”
This description not only tells listeners what the podcast is about but also includes keywords like “digital marketing,” “social media growth,” and “small businesses,” which help with SEO.
3. Hook Your Audience
The first few lines of your description are crucial. Apple Podcasts typically shows the first 2-3 lines of your description in search results before listeners have to click “See More.” Use this space to hook your audience immediately. Lead with the most compelling information—why should someone listen to your podcast? What value will they get from it?
For example: “Ready to master your personal finances? The Moneywise Podcast gives you actionable tips on budgeting, saving, and investing, so you can take control of your financial future. Hosted by award-winning finance expert Lisa Thompson, each episode offers clear, simple strategies to help you achieve your goals.”
By starting with the benefits and offering a clear call to action, this description is more likely to convert a casual browser into a subscriber.
Optimising Episode Titles and Descriptions for Maximum Impact
It’s not just your podcast title and show description that matter—each episode’s title and description contribute to SEO and discoverability as well. In fact, according to Buzzsprout, listeners are 2.6 times more likely to discover a podcast through an episode title than through the main show title.
1. Episode Titles Should Be Specific
Each episode title should clearly indicate what the episode is about, and, if possible, include relevant keywords. For instance, instead of using a vague title like “Episode 12: Interview with John,” opt for something more descriptive and SEO-friendly like “Episode 12: John Doe on Social Media Marketing Strategies for Small Businesses.”
2. Episode Descriptions Add Context
Like the show description, your episode descriptions should contain specific keywords related to the topic covered. Podcast Hosting Insights found that shows that included detailed episode descriptions saw 25% more downloads than those with minimal or vague descriptions. So, for every episode, offer a brief overview of the key points discussed, mention any guests featured, and highlight what listeners can expect to learn.
How Titles and Descriptions Drive Success on Apple Podcasts
With over 5 million podcasts vying for attention, having a well-optimised title and description is crucial to being discovered in search results, especially on platforms like Apple Podcasts. Clear, concise, and keyword-optimised titles and descriptions improve your podcast’s SEO, increase discoverability, and entice potential listeners to hit the play button.
Whether you’re just launching your show or looking to grow your existing audience, taking the time to craft thoughtful, SEO-optimised titles and descriptions will significantly enhance your podcast’s chances of success. Don’t underestimate the power of great copy—when done right, it’s your podcast’s first and best chance to make an impression in the crowded podcasting space.
Auddy offers free podcast hosting for podcast creators, and a full monetisation service through podcast advertising and promotion.
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