Podcast SEO: How to Rank #1 on Spotify, Google & Apple Podcasts in 2026
- Kavisha Thakkar
- 2 days ago
- 14 min read
You've spent hours recording, editing, and publishing your podcast episodes. You've poured your expertise into every conversation. But when you check your analytics, the numbers are brutally disappointing.
Your podcast is invisible.
It doesn't show up when people search for topics you cover. Your episodes don't appear in Spotify's browse categories. Google doesn't index your content properly. And Apple Podcasts? Your show is buried somewhere on page 47.
Here's the hard truth: Creating great podcast content isn't enough. If you want listeners to actually find your show, you need to understand podcast SEO—and it's completely different from traditional website SEO.
This guide will show you exactly how podcast ranking works on Spotify, Google, and Apple Podcasts, and give you a step-by-step strategy to rank higher on all three platforms. No fluff, no guru nonsense—just what actually works in 2026.
What You'll Learn in This Guide:
How Spotify's podcast algorithm actually works (and why it's different from music)
The exact ranking factors Google uses for podcast discovery
Apple Podcasts ranking secrets most creators miss
A 10-step optimization checklist you can implement today
Common mistakes that kill your podcast's discoverability
Free tools to track and improve your podcast rankings
Let's start with the fundamentals.
Understanding Podcast SEO: What It Actually Means (And Why Most Creators Get It Wrong)
Podcast SEO is NOT the same as blog SEO or YouTube SEO.
When you publish a blog post, Google crawls your HTML, analyzes your content, and ranks you based on keywords, backlinks, and user experience. When you optimize for traditional SEO, you're targeting one search engine with one set of rules.
But podcasts exist in a fragmented ecosystem:
Spotify has its own proprietary algorithm that prioritizes engagement and completion rates
Google indexes podcasts through structured data (RSS feeds) and displays them in search results and Google Podcasts
Apple Podcasts uses a combination of search relevance, subscription velocity, and editorial curation
YouTube (if you publish video podcasts) uses watch time, CTR, and engagement signals
Each platform has different ranking factors, different algorithms, and different optimization strategies.
The brutal truth: Most podcast creators focus on the wrong things. They obsess over episode titles and descriptions (which matter, but not as much as you think) while ignoring the signals that actually move the needle—completion rates, subscriber velocity, and listener retention.
If you want to rank higher, you need a platform-specific strategy. Let's break down how each major platform actually works.
How Spotify Podcast Ranking Works: Inside the Algorithm
Spotify is the world's largest podcast platform with over 500 million users. Unlike Apple Podcasts (which is primarily a directory), Spotify actively recommends podcasts through algorithmic discovery.
Here's how Spotify's podcast algorithm works in 2026:
1. Completion Rate is King
Spotify doesn't just track downloads—it tracks how much of your episode people actually listen to.
If 1,000 people start your episode but 900 quit after 2 minutes, Spotify interprets this as a signal that your content isn't engaging. Your ranking drops.
But if 800 out of 1,000 listeners finish your episode, Spotify sees this as high-quality content and pushes it to more users through recommendations.
What this means for you: Don't bury the value. Hook listeners in the first 60 seconds and deliver on your promise. Cut the fluff.
2. Follower Growth Velocity
Spotify's algorithm heavily weights how quickly you're gaining followers. A podcast that gains 100 new followers in a week will outrank a podcast that gains 10 followers—even if the second podcast has 10,000 total followers.
This is why new podcasts can sometimes rank higher than established shows. Fresh momentum signals relevance.
What this means for you: When you launch a new podcast or episode, create a concentrated push. Don't drip-feed promotion over a month—go hard in the first 72 hours. (We cover this in detail in our Podcast Marketing Strategy guide.)
3. Search Relevance (Yes, Keywords Still Matter)
When someone searches "digital marketing tips" on Spotify, the algorithm scans:
Your podcast title
Your podcast description
Your episode titles
Your episode descriptions
Your category selection
But here's the catch: Spotify's search is less sophisticated than Google. It's more like a basic keyword match than semantic search.
What this means for you: Include your primary keywords in your podcast title and episode titles, but don't keyword-stuff. "Digital Marketing Podcast" is better than "The Sarah Show About Stuff."
4. Engagement Signals
Spotify tracks:
Saves (when users add episodes to their library)
Shares (when users send episodes to friends)
Playlist adds (when users add episodes to custom playlists)
Repeat listens (when users replay episodes)
These are strong ranking signals because they indicate genuine value.
What this means for you: At the end of each episode, give listeners a reason to save, share, or replay. Create "reference" episodes that people return to.
5. Platform Loyalty
This is controversial, but multiple podcast analysts have observed that Spotify seems to favor podcasts that publish exclusively on Spotify or use Spotify for Podcasters (formerly Anchor) as their host.
We can't confirm this is a direct ranking factor (Spotify doesn't publish its algorithm), but there's circumstantial evidence.
What this means for you: If you're serious about Spotify ranking, use Spotify for Podcasters as your host or distribution platform. It's free, and it gives you access to Spotify's native analytics.
How Google Podcast Search Works: RSS Feeds & Structured Data
Google's approach to podcasts is fundamentally different from Spotify. Google doesn't have a proprietary podcast algorithm—it indexes podcasts like it indexes websites, using structured data.
Here's what matters for Google podcast discovery:
1. RSS Feed Optimization
Your podcast RSS feed is like the sitemap for your podcast. Google crawls it to understand:
Your podcast title and description
Episode titles and descriptions
Episode publication dates
Categories and tags
Audio file metadata
Your RSS feed must be clean, valid, and properly structured. If your feed has errors, Google won't index your episodes.
How to check your RSS feed:
Use Podbase or Cast Feed Validator to check for errors
Ensure your feed is properly formatted with all required tags
Include keywords naturally in your podcast and episode descriptions
2. Website Integration & Schema Markup
Google ranks podcasts higher when they're associated with a legitimate website that uses podcast schema markup.
If you publish your podcast episodes on a website (which you should), add structured data that tells Google: "This is a podcast episode."
What this means for you:
If you're building a website for your podcast, implement proper schema markup. Most modern podcast hosts (like Buzzsprout, Transistor, or Captivate) automatically generate this for you.
If you need help with technical website implementation, this is where proper website development and SEO services become critical.
3. Transcriptions = SEO Gold
Google can't listen to your audio (yet). But it can read transcriptions.
Publishing full transcriptions of your podcast episodes is one of the highest-ROI SEO tactics for podcasts. Here's why:
Google indexes the text and associates it with your episode
Your podcast appears in search results for long-tail keywords mentioned in the conversation
Users who prefer reading can consume your content (accessibility bonus)
Transcriptions create massive content for content marketing purposes
Real example: A business podcast that transcribes episodes can rank for "how to scale a service business" even if that exact phrase isn't in the episode title—as long as it's discussed in the conversation and appears in the transcription.
4. Backlinks Still Matter
Just like website SEO, backlinks signal authority to Google.
If other websites link to your podcast or specific episodes, Google interprets this as a trust signal.
How to get backlinks for your podcast:
Publish show notes on your website and promote them
Guest on other podcasts and link back to your show
Get featured in podcast directories and roundups
Create shareable resources (templates, guides) mentioned in episodes
(We cover the fundamentals of how backlinks work in our SEO for Small Businesses guide.)
5. Google Podcasts is Shutting Down (But YouTube Music is Taking Over)
In 2024, Google announced it's migrating podcast functionality to YouTube Music. This means Google's podcast ecosystem is merging with YouTube.
What this means for you in 2026: If you're not already publishing your podcast as a video (even just static images with audio), you're missing a massive ranking opportunity. YouTube is the world's second-largest search engine, and video podcasts get indexed by both YouTube and Google search.
How Apple Podcasts Ranking Works: The OG Podcast Directory
Apple Podcasts is still the second-largest podcast platform globally, and its ranking system is unique.
1. New & Noteworthy Algorithm
Apple's "New & Noteworthy" section is the holy grail for new podcasts. It's algorithmically curated based on:
Subscription velocity in the first 8 weeks after launch
Review velocity (how quickly you get ratings/reviews)
Download consistency (regular publishing schedule matters)
The brutal truth: The first 8 weeks of your podcast are critical. If you don't gain momentum fast, you won't hit New & Noteworthy, and you'll struggle to gain organic traction.
What this means for you: When you launch a podcast, plan a coordinated launch strategy. Don't "soft launch" and hope for the best.
2. Ratings & Reviews
Apple's search algorithm heavily weights the number and recency of 5-star reviews.
A podcast with 500 reviews will outrank a podcast with 50 reviews—all else being equal.
How to get more reviews (ethically):
Ask for reviews at the end of each episode (but don't beg—explain WHY it helps)
Make it easy: Walk listeners through the exact steps to leave a review
Respond to reviews (Apple doesn't display responses, but engagement signals matter)
Create a dedicated landing page with direct links to leave reviews
3. Category Selection Strategy
Apple Podcasts lets you select up to 3 categories. Most creators choose the wrong ones.
The mistake: Choosing the most competitive categories (Business, Marketing, Self-Improvement)
The strategy: Choose one broad category and two niche sub-categories where you can actually rank.
Example: Instead of just "Business," choose:
Business > Entrepreneurship
Business > Marketing
Technology > Tech News
You'll rank higher in the sub-categories and get more browse traffic.
4. Episode Frequency & Consistency
Apple's algorithm favors podcasts that publish consistently. A podcast that publishes weekly will generally outrank a podcast that publishes sporadically—even if the sporadic podcast has better content.
What this means for you: Commit to a realistic publishing schedule and stick to it. Weekly is ideal, but bi-weekly is fine if you can maintain consistency.
If you struggle with production, consider outsourcing podcast editing and production so you can focus on content creation.
10-Step Strategy to Rank Your Podcast Higher (Actionable Checklist)
Now that you understand how each platform works, here's your implementation checklist:
Step 1: Optimize Your Podcast Title (But Don't Keyword-Stuff)
Your podcast title should:
Clearly communicate what the show is about
Include your primary keyword (if natural)
Be memorable and brandable
Bad example: "Digital Marketing SEO Social Media Business Podcast"Good example: "The Growth Lab: Marketing Strategies for Small Businesses"
Step 2: Write a Compelling Podcast Description (300-500 Words)
Your podcast description should:
Hook listeners in the first sentence
Clearly explain who the podcast is for and what they'll learn
Include relevant keywords naturally (but write for humans, not algorithms)
End with a clear call-to-action (subscribe, visit website, etc.)
Step 3: Optimize Every Episode Title
Each episode title should:
Be descriptive and keyword-rich
Create curiosity or promise value
Follow a consistent format (helps with branding)
Example format: "[Number]: [Compelling Promise] ([Specific Detail])"
"Episode 47: How to 10x Your Podcast Downloads (Without Paid Ads)"
"Episode 48: The RSS Feed Mistake That's Killing Your Rankings"
Step 4: Write Detailed Episode Descriptions
Don't write lazy episode descriptions like "In this episode, we talk about marketing."
Write 150-300 word descriptions that:
Summarize key takeaways
Include timestamps for major topics
Naturally incorporate keywords
Include relevant links (your website, resources mentioned, etc.)
Step 5: Publish Full Transcriptions
Use transcription services:
Publish transcriptions on your website and link to them from your podcast description.
Step 6: Create High-Quality Cover Art
Your podcast cover art affects:
Click-through rates (people judge by visuals)
Perceived professionalism (bad art = low trust)
Algorithmic promotion (platforms test your art in recommendations)
Requirements:
Minimum 1400x1400 pixels, maximum 3000x3000 pixels
Clear, readable text even at thumbnail size
Consistent with your brand colors/style
No misleading or clickbait imagery
If design isn't your strength, invest in professional branding services to create cover art that converts.
Step 7: Implement a Consistent Publishing Schedule
Choose a schedule you can maintain:
Weekly: Ideal for growth, keeps you top-of-mind
Bi-weekly: Sustainable if you have limited resources
Daily: Only if you have a team or simplified format
Publish on the same day and time each week. Consistency signals reliability to both algorithms and listeners.
Step 8: Promote Each Episode Strategically
Don't just publish and pray. Create a promotion plan:
First 72 hours (critical window):
Share on all social media platforms (create platform-specific content—learn more about social media strategy)
Email your list (if you have one)
Share in relevant communities (Reddit, Facebook groups, Slack channels)
Tag guests (if applicable) and ask them to share
Create short-form video clips for Instagram, TikTok, YouTube Shorts (short-form video strategy here)
Ongoing promotion:
Repurpose episodes into blog posts, carousels, quote graphics
Reference older episodes in new episodes (internal linking for podcasts)
Create "best of" compilations or themed playlists
Step 9: Ask for Ratings, Reviews, and Follows
At the end of each episode, include a clear CTA:
"If you found this valuable, the best way to support the show is to leave a 5-star review on Apple Podcasts or Spotify. It takes 30 seconds and helps other [your target audience] discover this content. Here's how: Open Apple Podcasts, search for [Your Podcast Name], scroll down, and tap 'Write a Review.' Thanks in advance!"
Make it specific. Vague requests don't convert.
Step 10: Monitor Analytics and Iterate
Track these metrics monthly:
Total downloads/listens (vanity metric, but directionally useful)
Completion rate (the metric that actually matters)
Follower/subscriber growth rate
Traffic sources (where are listeners finding you?)
Drop-off points (where do people stop listening?)
Use platform-specific analytics:
Spotify for Podcasters: Best for engagement data
Apple Podcasts Connect: Best for Apple-specific performance
Google Podcasts Manager: (Transitioning to YouTube analytics)
Based on your data, iterate:
If completion rates are low, tighten your content and cut filler
If discovery is low, double down on SEO and promotion
If follower growth is stagnant, test new topics or formats
Common Podcast SEO Mistakes That Kill Your Rankings
Let's talk about what NOT to do:
Mistake 1: Ignoring Audio Quality
No amount of SEO will save a podcast with terrible audio. If your audio sounds like it was recorded in a bathroom with a $5 microphone, listeners will bail within 60 seconds—and your completion rate tanks.
Invest in at least:
A decent USB microphone ($50-100)
Basic audio editing to remove background noise
Consistent volume levels across episodes
If you don't want to handle editing yourself, outsourcing to podcast production services is surprisingly affordable (₹50-₹15,000 per episode in India).
Mistake 2: Publishing Inconsistently
Publishing 3 episodes in one week, then going silent for a month destroys momentum. Algorithms favor consistency. Listeners forget about you.
Fix: Choose a sustainable schedule and stick to it—even if that means publishing less frequently.
Mistake 3: Not Repurposing Content
Your podcast is a content goldmine. If you're not repurposing episodes into blogs, social posts, email content, and video clips, you're leaving 90% of the value on the table.
Every podcast episode can become:
1 blog post (with transcription)
5-10 social media posts (quotes, insights, clips)
3-5 short-form videos (audiograms, video snippets)
1 email newsletter (summary + CTA)
This is where a comprehensive content creation strategy becomes critical.
Mistake 4: Choosing the Wrong Podcast Host
Not all podcast hosting platforms are created equal. Some have:
Poor RSS feed implementation (breaks discoverability)
Limited analytics (you're flying blind)
Slow distribution (delays getting into Apple Podcasts, Spotify, etc.)
Recommended podcast hosts for 2026:
Spotify for Podcasters (formerly Anchor) - Free, best for Spotify optimization
Buzzsprout - User-friendly, great for beginners
Transistor - Best for multiple shows or business podcasts
Captivate - Best for advanced marketers who want granular analytics
Mistake 5: Not Having a Podcast Website
Your podcast should have a dedicated website (or at least a section on your business website). Here's why:
It's the only platform you actually own (Spotify could ban you tomorrow)
It allows you to capture emails and build a list
It enables SEO through transcriptions and show notes
It gives you a central hub to link to from all other platforms
If you don't have a podcast website yet, read our guide on how to build a business website or explore website development services.
Free Tools & Resources for Podcast SEO
SEO & Analytics Tools:
Spotify for Podcasters - Free hosting, analytics, and Spotify integration
Apple Podcasts Connect - Analytics for Apple Podcasts performance
Google Podcasts Manager - Verify and track Google indexing (transitioning to YouTube)
Podchaser - Podcast discovery and analytics platform
RSS Feed Validation:
Podbase RSS Validator - Check your RSS feed for errors
Cast Feed Validator - Comprehensive feed testing
Transcription Tools:
Promotion & Repurposing:
For more podcast promotion tactics, check out our Podcast Marketing Strategy guide.
Frequently Asked Questions About Podcast SEO
How long does it take to rank a podcast?
Honest answer: 3-6 months of consistent publishing and promotion.
Unlike blog SEO (which can sometimes show results in weeks), podcast SEO requires building cumulative signals—follower growth, completion rates, review velocity. Don't expect overnight results.
Should I focus on Spotify, Apple Podcasts, or Google?
Honest answer: All three, but prioritize based on where your audience actually listens.
For most business podcasts targeting professionals, the priority is:
Spotify (largest platform, best discovery algorithm)
Apple Podcasts (still dominant in US/India business audiences)
YouTube/Google (growing fast, especially for video podcasts)
Check your analytics after 10 episodes to see where listeners are actually coming from, then double down.
Do I need to publish video podcasts for YouTube?
Honest answer: Not required, but highly recommended in 2026.
Video podcasts:
Rank on both YouTube and Google Search
Get significantly more discovery than audio-only
Allow you to tap into YouTube's 2.7 billion users
Even a simple "static image + audio" video works. Tools like Headliner or Descript make this easy.
Can I hire someone to do podcast SEO for me?
Honest answer: Yes, but most "podcast SEO services" are overpriced and deliver minimal value.
What's actually useful:
Podcast production/editing services (saves you time, ensures consistency) - Learn about costs here
One-time podcast setup optimization (RSS feed, metadata, distribution)
Ongoing content repurposing (turning episodes into blogs, social content, etc.)
What's usually a waste of money:
"Submit your podcast to 100 directories" (most are irrelevant)
"Podcast backlink building" (rarely moves the needle)
If you want help with the technical setup or content strategy, SEO services that understand podcast-specific optimization can be valuable—just make sure they're not selling you generic SEO tactics.
How important are podcast transcriptions?
Honest answer: Extremely important for Google SEO, less important for Spotify/Apple.
If your goal is to rank on Google and drive organic search traffic, transcriptions are non-negotiable. Google can't index your audio, but it can index text.
If your only goal is Spotify/Apple ranking, transcriptions are nice-to-have but not critical.
The Bottom Line: Podcast SEO is a Long Game (But It's Worth It)
Here's the brutal truth about podcast SEO:
Most podcasts fail because creators expect instant results. They publish 5 episodes, get 47 downloads, and quit.
But the podcasts that win—the ones that rank #1 on Spotify, dominate Apple Podcasts categories, and appear in Google search results—play the long game.
They:
Publish consistently for 6-12 months minimum
Optimize every element (titles, descriptions, RSS feeds, transcriptions)
Promote strategically (not just "set it and forget it")
Monitor analytics and iterate based on data
Repurpose content across multiple platforms
If you do this right, your podcast becomes an evergreen asset that drives leads, builds authority, and grows your business for years.
But if you try to "hack" your way to the top with keyword stuffing, fake reviews, or inconsistent publishing, you'll get filtered out by the algorithms—and you'll never build a real audience.
Need Help With Your Podcast Strategy?
At Jigsawkraft, we help businesses in Ahmedabad and globally build podcasts that actually grow their brand and generate leads.
Our Podcast Production services include:
Full podcast strategy & positioning (so you stand out in your niche)
Professional editing & production (sound quality that keeps listeners engaged)
SEO optimization (RSS feeds, metadata, transcriptions, distribution)
Content repurposing (turn each episode into 10+ pieces of content)
We also integrate podcasts with broader content marketing strategies, SEO, and social media marketing to maximize ROI.
Want to discuss your podcast goals? Let's talk.
No pressure. No obligation. Just honest expert guidance.
We're confident that if you use the evaluation criteria in this guide, you'll recognize Jigsawkraft as the right choice for your business.
📍 Location: B 610,
📧 Email: letschat@jigsawkraft.com
📞 Phone: +91 79843 32936
🌐 Website: jigsawkraft.com
Services:
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