Last week an announcement from Google stated that podcast episodes will now appear in Google Search Results:

Starting today, when you’re searching for a podcast about a topic on Google, such as “podcasts about Awkwafina” or “Instant Pot recipe podcasts,” we’ll show you playable episodes in Search results alongside web pages, news, images and videos. We’ll surface these episodes based on Google’s understanding of what’s being talked about on a podcast, so you can find even more relevant information about a topic in audio form. Soon, you won’t necessarily need the term “podcast” in your search to see episodes, making podcast discovery simpler across Search.

Where Do You Think People Search More Apple or Google?

With Google adding episodes to search results we need to ask the question, where are people going to find my podcast?

According to a Jacobe media report, 70% of people find shows via word of mouth and only 11% search in an app.

Another study from Edison Research and prominent podcast producer WNYC Studios states that:

84% of WNYC Studios listeners report having recommended a podcast to a friend, while 78% overall report having recommended a podcast to a friend. And one in three WNYC Studios listeners share podcasts on social media, at 32%. Podcast listeners also report having discovered the medium in the following ways: 17% via their smartphone, 15% via public radio programming, and 13% from an article or program.

Getting a Grip on SEO

The minute I heard Google was taking podcasting more seriously, (and that the Apple search was not great) I started studying SEO. Here is my limited knowledge after a few months.

  1. Always write for humans.
  2. You need to know where your site ranks
  3. Find some keywords that fit your audience, and your website ranks high enough to show up in search results.
  4. Showing up for less popular keywords gets you more results in Google which can lead to higher rankings.
  5. SEO is like Bowling or Golf, LOTS of moving pieces and trying to master it us exhausting.

Some resources I've used:

SEO for Podcasters from Daniel J Lewis ( $199)

SEO Marketing from Juergen Berkesse of Polymash

Skillshare has two classes (and intro and advanced) by Rand Fishkin who started SEO MOZ (one of the top if not THE top sites on SEO)

Mangools is a Suite of Tools to help you determine the best keywords and track your progress (free/paid)

Ubersuggest from Neil Patel (a free tool that gives you tons of data). WPCRafter has a tutorial that walks you through it.

Yoast SEO Plugin For WordPress

Monster Insights Plugin For WordPress (Google Analytics)

If Google is driving more traffic to your podcast, why are you obsessed with Apple?Click To Tweet

Because of My Podcast, I Got a Press Pass To Comicon

Seth/ZAndrex from Geekville Radio (who I just reviewed on the Podcast Rodeo Show) explains how his podcast was enough of a credential to get him a press pass to the Comicon event in Chicago.

Check out his podcast at

For more “Because of My Podcast Stories, check out

Are You Making ANY Money With Your Podcast?

I'm working on the book “More Podcast Money” and conducting more interviews for the book. If you are making ANY money with your podcast, I'm trying to interview more podcasters to better identify strategies, and what is and is not working. If you'd like to be considered for the book please contact me

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What was the last thing you shared (that wasn't yours) and why did you share it? Be sure to mention your podcast and website. Go to

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About the Author
Owner of the School of Podcasting. Also produces the "Ask the Podcast Coach." He is also the author of the book "More Podcast Money" and is a regular speaker at podcasting and media conventions.
3 comments on “Google Embraces Podcasting a Little Tighter
  1. Joe says:

    Hey Dave, funnily enough I was advised to web optimise my show notes on my website for this reason and have done so since the start in February with the basic yoast plugin included in the wordpress platform. Glad I did now as hopefully the hard work will pay off with increased searchability. I already leapfrogged a couple of other websites with the same name even though I had to hypenate mine to get the domain name. This has to be down to weekly SEO’d show notes……

  2. In preparation to launch my first podcast, I’ve listen to many podcasts on podcasting, including most of your catalog. You are, by far, my greatest teacher. But this episode is outstanding; I’ve listened to it twice! This is why you’re in the Hall of Fame, Dave!

  3. Veronica,
    Thanks so much for the kind words. I’m glad I could help

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