What is Podcast Visibility Optimization? Why is it important?
What is Podcast Visibility Optimization?
Podcast Visibility Optimization (PVO) is the process of improving the visibility of a given podcast on audio platforms such as Apple Podcasts, Spotify, Google Podcast, Deezer, Stitcher….etc so that their search engines show it as a top result for the search of a certain keyword.
Search is paramount to podcast discovery: 40% of listeners find new podcasts to listen to via searching the podcast listening app’s directory. That’s well ahead of word of mouth (18%), social media and online communities (15%), web searches (14%), or browsing through the “featured” section of the app.
PVO improves podcast visibility on the audio platforms, which all rank each podcast based on a variety of factors.
Why is Podcast Visibility Optimization important?
When successfully running a PVO strategy, a podcast will rank higher on search queries for certain keywords. Listeners will then discover the podcast and this will drive downloads.
Like Search Engine Optimization (SEO) improves the visibility and therefore traffic of a blog or website, PVO improves the visibility of a podcast.
With 2 million podcasts available today on the main audio platforms, being visible is paramount. After all the efforts designing, recording, producing, editing…etc your podcast, it would be a pity if no one actually finds it.
What does Podcast Visibility Optimization consist of?
Like SEO, it relies on the right indexation, content strategy, and manipulation of the audio platforms’ ranking algorithms.
PVO is the magic you have to work when describing your show and individual episodes in order to make the audio platforms very likely to include your podcast as one of the top results whenever someone searches for that keyword.
There is a variety of levers to achieve this:
- Show Name
- Show Author
- Show Category
- Show Description
- Episode Names
- Episode Descriptions
- Relation between the Show and the Episodes
- Ratings & Reviews
Finally, it is important to note that Podcast Visibility Optimization is not a one-time job as rankings constantly evolves, news shows/episodes are being published