How to Optimize Your Podcast for Search

Welcome to Podcasting Problem Solver

Leah Bryant [00:00:02 - 00:00:57]:

Why Is My Podcast Not Growing?

[00:00:02] Welcome back to the Podcasting Problem Solver. [00:00:04] I'm Leah Bryant, your go to podcast growth strategist, and I'm here to help you stop treating your podcast like a hobby and start using it as the Strategic Legion tool it should be. [00:00:17] You know what's wild? [00:00:19] You can get a DM from someone telling you your last episode changed their life, and then you check your stats and see that literally three new people found your show that week. [00:00:31] Three. [00:00:32] Now, first, we're going to be grateful for those three people, but I know that that can feel confusing, because if the content is that good, you know, good enough that people are reaching out to thank you. [00:00:45] Why isn't it more than three? [00:00:47] Why aren't there new listeners finding it? [00:00:50] Well, here's what's happening. [00:00:53] Your audience loves you. [00:00:55] It's evident, right, by your DMs.

Understanding the Podcast Algorithm

Leah Bryant [00:00:57 - 00:01:55]:

The Disconnect Between Content and Discovery

[00:00:57] They get you, they're subscribed, they're engaged, maybe they're even sharing your episodes. [00:01:03] But the algorithm, you know, the pesky robots, they have no idea what you're talking about. [00:01:09] And I mean that literally. [00:01:11] The algorithm is not listening to your podcast the way your audience is. [00:01:17] It's not catching your tone, laughing at your jokes, or having those light bulb moments when you make a brilliant connection. [00:01:25] It is scanning for signals, those specific structured signals that tell it who to send your show to. [00:01:34] So if you've been getting great feedback from your current listeners but not seeing any growth, you're dealing with a translation issue, which means that your content is landing with your people, but the algorithm can't figure out who else needs to hear it. [00:01:52] And today, I'm going to show you exactly how to fix it.

February Focus: Podcast Discoverability

Leah Bryant [00:01:55 - 00:02:50]:

Why People Can't Find Your Podcast

[00:01:55] Well, actually, all month long, we're diving deep into discoverability, because February is all about love. [00:02:04] And we want your audience to love you and more audience to find you. [00:02:10] Because this is the thing I see tripping up podcasters more than anything else. [00:02:14] You've got the content down, you're showing up consistently, and you're creating value. [00:02:20] But people who need to hear you, they cannot find you. [00:02:25] So, yes, February is all about changing that up. [00:02:28] We're going to be talking about how the algorithm works, what signals they're looking for, and how to optimize without losing your voice, and how to turn your podcast into something that attracts the right listeners and instead of just serving the ones you already have. [00:02:47] So consider this your crash course into getting found.

The Frustration of Crickets After Publishing

Leah Bryant [00:02:51 - 00:03:32]:

[00:02:51] So, first off, let me paint a picture for you. [00:02:54] You're spending hours researching your episode. [00:02:57] You record it, you edit it, you write this thoughtful Description that captures the energy of the conversation. [00:03:05] You hit publish and then crickets. [00:03:12] Maybe your existing listeners tune in. [00:03:14] Maybe you get a few new downloads. [00:03:17] Maybe you get a few downloads from people who were already subscribed, but nobody new shows up. [00:03:23] Meanwhile, you're scrolling through Apple or Spotify and you see shows in your category that are, well, let's be honest, not as good as yours.

Competing With Lower Quality Podcasts: What's the Secret?

Leah Bryant [00:03:32 - 00:04:25]:

[00:03:32] The audio quality is rough, the host rigables, but somehow they're showing up in search results, they're getting recommended, and you're thinking, what in the heck am I doing wrong? [00:03:46] Well, friend, here's the thing. [00:03:48] You're not doing anything wrong with your content. [00:03:52] You're just speaking the wrong language to the platform. [00:03:56] Most podcasters don't realize that the algorithm doesn't care about your vibes. [00:04:03] It doesn't know if your episode is inspiring or funny or life changing. [00:04:08] It can't tell if you're the most credible expert in your niche or if you're just winging it. [00:04:14] What it can tell is whether you're given it clear, structured information about who your show is for and what it's about. [00:04:23] Okay, so let's talk about how this works.

How Podcast Algorithms Actually Work

Leah Bryant [00:04:25 - 00:05:38]:

The Role of Metadata in Podcast Discoverability

[00:04:25] When someone searches for business strategy for coaches or browses the entrepreneurship category, the algorithm isn't listening to your episode to figure out if you're a match. [00:04:38] It's looking at your metadata. [00:04:40] So things like your podcast title and description, your category, your episode titles, and your descriptions, and it's asking, does this show clearly match what this person is looking for? [00:04:54] Think of it like this. [00:04:57] When I was working as a fraud investigator and I was trained in phone interrogations, one of the first things we learned was that clarity is everything. [00:05:07] If you are vague, if you dance around the point, if you assume the other person already knows what you're talking about, you're going to lose them and the conversation goes nowhere. [00:05:21] Well, the algorithm works kind of the same way. [00:05:24] If your show description says something like, join me for real talk about life, business, and everything in between, the algorithm has no idea who to show that to. [00:05:37] It's broad.

The Power of Keyword-Rich Podcast Descriptions

Leah Bryant [00:05:38 - 00:06:11]:

[00:05:38] It's not specific enough to match with a search query or a recommendation category. [00:05:44] Right. [00:05:44] There's no keywords there, friend. [00:05:46] But if your description says podcasts for online fitness coaches who want to grow their business without burning out, now we're talking. [00:05:55] The algorithm knows exactly who that's for. [00:05:58] It can match that show to someone searching for a fitness business advice. [00:06:03] It can recommend it to people who follow other shows in that niche, too. [00:06:07] Specificity is how you communicate Relevance.

Why Specificity Sells (and Gets You Found)

Leah Bryant [00:06:11 - 00:06:56]:

[00:06:11] So here's where this gets interesting. [00:06:14] You might have the most incredible episode about scaling a coaching business, and your advice is solid, your delivery is great. [00:06:24] But if your episode title is let's talk about growth and your description is. [00:06:32] In this episode, I share some thoughts on scaling. [00:06:35] You know what? [00:06:37] That algorithm, those robots has nothing to work with. [00:06:41] Nada. [00:06:42] Nothing. [00:06:43] It has no idea that you talked about pricing strategies or that you covered email list building or that this episode is perfect for someone searching how to scale a coaching business.

Episode Titles and Descriptions: Your Secret SEO Weapon

Leah Bryant [00:06:57 - 00:07:42]:

[00:06:57] Because that's right, the algorithm doesn't listen. [00:07:01] It scans. [00:07:03] And this is the good news, because it means you don't have to reinvent your content. [00:07:09] You just have to communicate what's already there in a way that the algorithm can understand. [00:07:15] So let me give you an example. [00:07:17] I worked with a business coach who was getting amazing engagement from her existing audience. [00:07:23] People loved her episodes, but she wasn't getting any new listeners. [00:07:27] When I looked at her show, her episode titles were things like Mindset Monday and Friday feels super cute and very on brand for her, but completely invisible to search.

Transforming Your Podcast With Strategic SEO

Leah Bryant [00:07:43 - 00:08:20]:

[00:07:43] And my thing is, is I am not here to change who you are, okay? [00:07:47] Especially things that are on brand for you. [00:07:49] So with that being said, we didn't change her content at all. [00:07:53] Did not want to restructure how she presented it. [00:07:55] Instead of Mindset Monday, we changed the title to why your money mindset is blocking your business growth and how to fix it. [00:08:05] So it's the same episode with the same on brand energy. [00:08:09] Right. [00:08:09] But now the algorithm knew what it was about. [00:08:13] And after we changed several of her titles, within two weeks, her discovery stats went up by 34%.

How Structure and SEO Create Podcast Growth

Leah Bryant [00:08:21 - 00:08:56]:

[00:08:21] That's the power of structure and SEO. [00:08:24] And listen, if you're hearing this and thinking, oh goodness, I think my show has this exact problem, well, you're probably right. [00:08:32] Most podcasters do. [00:08:34] The good news is it's fixable. [00:08:37] And if you don't want to do this alone, you don't have to. [00:08:40] That's exactly what I help with in a get found audit. [00:08:43] I'll pull up your show, look at how the algorithm is reading it right now, and show you exactly what's blocking your discoverability. [00:08:51] Then I'll give you a clear, specific plan to your show on how to fix it.

Tactical Tips for Podcast Metadata

Leah Bryant [00:08:57 - 00:10:02]:

Optimizing Titles, Categories, and Descriptions

[00:08:57] You can grab that@leahbryantco.com backslash, getfound, and don't forget to use code podcasts for that special discount just for my listeners. [00:09:08] All right, let's get tactical for a second. [00:09:12] Your show title, your show description, your category Selection your episode titles and descriptions. [00:09:20] These aren't just branding elements, okay? [00:09:24] They are signals, and the algorithm reads them like clues. [00:09:31] If your show is about mindfulness, let's say for entrepreneurs, but you're categorized under health and fitness because, I don't know, mindfulness feels health adjacent. [00:09:47] You're sending mixed signals. [00:09:49] Okay? [00:09:50] The algorithm doesn't know if you're a meditation show or a fitness show, so it doesn't confidently recommend you to either audience. [00:10:00] Same thing with your episode descriptions.

The Do’s and Don’ts of Podcast Episode Descriptions

Leah Bryant [00:10:02 - 00:10:33]:

[00:10:02] If you write something like in today's episode, we dive deep into an important topic. [00:10:08] Please don't do that, I beg you. [00:10:11] That tells the algorithm absolutely nothing. [00:10:12] And it also tells your audience absolutely nothing. [00:10:15] Because those first two lines is what people see as they are scrolling through all the things. [00:10:19] Right? [00:10:20] What topic and who's it for? [00:10:21] Why would someone care? [00:10:23] I want you to compare that to. [00:10:25] I break down three pricing mistakes that keep service based business owners undercharging, and the exact framework I use to help clients raise their rates without losing clients. [00:10:33] Bam.

How Search Terms Drive Podcast Growth

Leah Bryant [00:10:34 - 00:11:11]:

[00:10:34] See the difference? [00:10:35] The second one is packed with search terms, Pricing mistakes, service based businesses undercharging raise rates. [00:10:42] The algorithm can match that description to a dozen different search queries. [00:10:46] Okay, you're not gaming anything, and that's not what we want to do. [00:10:49] We're not stuffing the description full of keywords. [00:10:52] We're not dumping keywords in there either. [00:10:55] You're just being specific about what you're delivering so the algorithm can connect you with what people are searching for. [00:11:02] Okay, let me tell you about a client I worked with last year. [00:11:06] She is in the health and wellness space and had been podcasting for several years.

Podcast SEO Audit: Health and Wellness Niche

Leah Bryant [00:11:12 - 00:12:14]:

[00:11:12] Her show was good. [00:11:13] Like, really good. [00:11:15] She had this small but loyal audience who listened to every single episode. [00:11:19] They sent her thoughtful messages, they recommended her to their friends, the whole nine yards. [00:11:24] But here's what she told me when we first talked. [00:11:26] Leah, I keep hearing that podcasting is supposed to, quote, unquote, grow your business. [00:11:31] And I love my listeners, but I have been stuck at the same download numbers for over a year. [00:11:37] I'm not getting new people.

The Transformation: From Invisible to Discoverable

Leah Bryant [00:11:39 - 00:12:48]:

[00:11:39] I don't understand what I'm doing wrong. [00:11:41] So I pulled up her show and immediately I could see the problem. [00:11:45] Her show title was her business name, which was totally fine, but it didn't really communicate what the show was about. [00:11:51] Her category was set to Alternative Health, which was broad and competitive. [00:11:57] And her episode titles, well, they were creative and fun, but they were also vague. [00:12:03] They were things like Energy Essentials and the Secret to Feeling Better. [00:12:09] I knew her content was solid because I listened to a few episodes. [00:12:12] I do that with all of my audits.

How Podcast SEO Optimization Led to Rapid Growth

Leah Bryant [00:12:14 - 00:13:37]:

[00:12:14] She was talking about gut, health, hormone balance, inflammation, all these specific searchable topics, but none of them was showing up in her titles or her descriptions. [00:12:25] So here's what we did. [00:12:26] We didn't touch her content again, unless, like, you need a major overhaul. [00:12:31] I don't usually recommend this. [00:12:34] We didn't change her format or her delivery. [00:12:37] We just translated what she was already doing into language the algorithm could understand. [00:12:43] That's SEO, friends. [00:12:45] We updated her show description to be crystal clear.

[00:12:48] It included something like a podcast for women over 40 who want to improve their energy, balance their hormones, and reduce inflammation. [00:12:58] Naturally, we made sure her category was correct, and we also added a second and third category to that as well. [00:13:06] Because even though that Apple and Spotify only recognize your first category, there are other platforms that will recognize three. [00:13:15] Okay, so you wanna make sure that you have all three filled out. [00:13:19] And then we also started writing episode titles that were specific and searchable. [00:13:23] So we used something like how to reduce inflammation without cutting out food you love instead of the energy essentials. [00:13:31] And then within 30 days, her new listener discovery went up by 61%. [00:13:36] 61%.

Shareable vs. Searchable Podcast Content

Leah Bryant [00:13:38 - 00:15:13]:

[00:13:38] The part her audience loved was the same. [00:13:41] She just started communicating in a way that the algorithm could work with. [00:13:46] And when I run a get found audit, I'm not judging your content. [00:13:51] No, sir, no, ma'. [00:13:52] Am. [00:13:53] I'm translating it so the algorithm can actually do its job. [00:13:57] Because most podcasters have a discoverability problem. [00:14:01] And discoverability is a technical challenge, not a creative one.

[00:14:05] Here's something that trips people up all the time. [00:14:08] You might create an episode that's incredibly shareable. [00:14:12] Your audience loves it. [00:14:13] They're posting about it on Instagram, texting it to their friends, and that's amazing. [00:14:18] That's the kind of content you want to make. [00:14:21] But shareable and searchable are two different things. [00:14:27] When your current audience shares your episode, they're doing it with context. [00:14:32] They're saying, hey, you have got to listen to this.

[00:14:35] It's about the thing we were just talking about last night. [00:14:38] They're providing the why, the relevance, and the connection. [00:14:41] The algorithm, AKA those pesky robots, they don't have that context. [00:14:46] It needs you to build that into your metadata so you can have an episode that your existing listeners rave about. [00:14:55] But if someone who's never heard of you searches for that topic and your episode title and description don't match what they're looking for, they're never going to Find you. [00:15:04] And that's the gap. [00:15:05] That's why you're getting compliments, but not growth. [00:15:08] And this is exactly why attraction is one of the four phases of my seamless podcast framework.

Attraction: The Key To Podcast Growth

Leah Bryant [00:15:13 - 00:15:47]:

[00:15:13] Because you can have the best strategy in the world. [00:15:16] You can execute as flawlessly as flawlessly it can be. [00:15:21] You can build momentum with your current audience until the cows come home. [00:15:26] But if new people can't find you, you're capping your growth. [00:15:30] Attraction is about making sure the platforms where people are already searching for your content, just like yours can connect them to your show. [00:15:39] It's about structure, clarity, and specificity. [00:15:43] Okay? [00:15:44] The algorithm is not ignoring you. [00:15:46] Stop thinking that.

Making the Algorithm Work For You

Leah Bryant [00:15:48 - 00:16:30]:

[00:15:48] It's just working with the information that you've given it. [00:15:51] And if that information is vague, inconsistent, or you've buried it under the creative branding that doesn't match how people search, well, you're making it harder for the algorithm to do its job. [00:16:03] But when you translate your content into the language the algorithm understands SEO, friends, that's when the things shift. [00:16:10] So here's what I want you to take away from this. [00:16:13] If you're getting great feedback from your current listeners, but you're not seeing new people show up, that doesn't mean your content isn't good enough. [00:16:21] So stop thinking that it means that the robots. [00:16:25] The algorithm doesn't know how to categorize you. [00:16:28] It doesn't have those signals.

How to Fix Podcast Discoverability Problems

Leah Bryant [00:16:30 - 00:17:02]:

[00:16:30] It needs to recommend you confidently. [00:16:33] And the good news is, is that it's fixable. [00:16:35] Hooray. [00:16:37] This doesn't require churning out more episodes or redoing your whole brand and burning it down. [00:16:43] Nope. [00:16:44] What you need is a clear, structured way to tell platforms what you're already creating. [00:16:49] And you could even go back and redo all of what you have, because your backlog is there and amazing. [00:16:55] Right? [00:16:56] And if you want help figuring out exactly what's blocking your discoverability, that's what the Get Found audit is for.

How the Get Found Audit Works

Leah Bryant [00:17:03 - 00:17:38]:

[00:17:03] I'll pull up your show, I'll look at your metadata, your category setup, your episode structure, your backlog, and I'll show you exactly where the algorithm is getting confused. [00:17:11] And more importantly, I'll give you a clear, specific plan to you to fix it. [00:17:17] You can book yours@leahbryantco.com backslash getfound. [00:17:22] And remember to use that code podcast for a special thank you. [00:17:26] You'll walk away with a roadmap you can use today. [00:17:30] Well, not today, but the week that you book it. [00:17:34] Because your content deserves to be found. [00:17:36] You just need to speak the algorithm's language.

Leah Bryant [00:17:39 - 00:17:57]:

[00:17:39] All right, that's it for today. [00:17:40] If this was helpful, make sure you're subscribed so you don't miss the next episode. [00:17:45] And if you know another podcaster who's frustrated by their slow growth, send this their way. [00:17:49] And remember, keep your podcast purposeful, keep speaking the algorithms language, and keep your growth seamless, and I'll see you next time.