Podcast SEO: Ranking in Apple and Spotify Search

Directory search is the most underused growth channel. Here's how podcast search actually ranks content.

The landscape

When it comes to directory search as a compounding discovery channel, the details matter. Here's what the evidence and practitioner experience point to:

• Apple and Spotify index show titles, author names, episode titles and descriptions — these are the only fields you can SEO. Use them deliberately.
• Episode titles are the search front-line: a listener searching 'how to start investing' finds episode titles matching the query — descriptive beats clever.

What actually works

When it comes to directory search as a compounding discovery channel, the details matter. Here's what the evidence and practitioner experience point to:

• The show title carries the heaviest ranking weight for category terms; a subtitle like 'The AI Podcast for Marketers' locks your niche into directory search.
• Keyword stuffing is penalised — Apple explicitly rejects shows with keyword-stuffed titles/author fields. Natural, specific language wins.

Putting it into practice

When it comes to directory search as a compounding discovery channel, the details matter. Here's what the evidence and practitioner experience point to:

• Ratings and reviews correlate with ranking for competitive terms — a persistent, honest ask generates the signal directories use.
• New-episode velocity matters for discovery surfaces like 'New & Noteworthy' — launching with multiple episodes and early momentum helps.

Key takeaways

• Apple and Spotify index show titles, author names, episode titles and descriptions — these are the only fields you can SEO. Use them deliberately.
• Keyword stuffing is penalised — Apple explicitly rejects shows with keyword-stuffed titles/author fields. Natural, specific language wins.
• New-episode velocity matters for discovery surfaces like 'New & Noteworthy' — launching with multiple episodes and early momentum helps.

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