Let us grow the audience of your podcast
with Podcast Visibility Optimization

23

Average Audience Growth

165

Top 3 Rankings Growth

116

Top 10 rankings growth

Within the first two months
after starting Podcast Visibility Optimization

Growth in keywords ranking in the
top 3 positions within 2 months

Growth in keywords ranking in the
top 10 positions within 2 months

What is Podcast Visibility Optimization

Podcast Visibility Optimization is to podcast what Search Engine Optimization (SEO) is to websites and App Store Optimization (ASO) is to mobile apps.

Podcast Visibility Optimization (PVO) is the process of improving the visibility of a given podcast on audio platforms such as Apple Podcasts or Spotify. Search within the listening platforms is an important acquisition channel for podcast producers: studies have shown that 40% of listeners discover new podcasts by typing in the search bar of their listening apps.

A well-executed PVO strategy will help your podcast rank in the top positions for keywords relevant to the show and therefore increase your visibility and audience.

People discover podcast using the search bar of their listening app

Why is Podcast Visibility Optimization key
in growing your audience?

With Podcast Visibility Optimization (PVO), your show will be more visible within the search engines of the listening apps. This will bring it in front of more potential listeners out of which some will start listening to see if the show is of their linking.

This will attract more listeners, who could ultimately become followers and leave reviews, which will then help your podcast become even more visible, creating a flywheel. Podcast Visibility Optimization is often considered as the base layer in promoting a podcast.

Flywheel to boost podcast audience

Why is Podcast Visibility Optimization different
than podcast advertising?

Unlike traditional outbound advertising channels, which involve reaching out to consumers whether they want to hear from you or not, Podcast Visibility Optimization focus is on making it easy for your audience to find you when they want information.

Contrary to a traditional marketing campaigns, whose effects stop the moment you are no longer injecting money, PVO continues to draw in new listeners even when you are no longer working to strengthen it.

Podcast Advertising across several channels

How to optimize the visibility of a podcast?

Podcast Visibility Optimization relies on a multitude of factors that are complex and interconnected. Among the elements that PVO leverage are:

  • Show Name
  • Artist Name
  • Show Category
  • Show Description
  • Episode Names
  • Episode Descriptions
  • Relation between the Show and the Episodes
  • Ratings & Reviews
  • Episode Length & Size

We have developed our own strategic framework for Podcast Visibility Optimization.

How do the listening platforms search engines work?

Every platform has its own search engine algorithm and the ranking systems are well-kept secrets. At Voxalyze, we are continuously conducting tests to assess the weights of the two main elements the algorithms are taking into accounts: metadata (keywords) and quality of content as perceived via the number of followers, listeners, and reviews.

Compared to web search engines like Google and Bing, the podcast platforms’ algorithms remain – for now – fairly simple. This makes it a great opportunity to get started with Podcast Visibility Optimization now.

How to pick the right keywords for your podcast?

To develop your own set of keywords for your show, there are two main factors to be considered:

Keyword relevance:
The keywords you pick must relate to your podcast’s content. You shouldn’t give listeners false expectations about the content of your show as it risks backfiring (stopped listening, bad reviews) and impact your visibility.

Keyword search volume:
Keyword search volume indicates how often a particular keyword gets searched for in the podcast listening apps. The more searches there are, the more popular that keyword is.

Then it’s all about prioritizing the keywords and iterating with the metadata of your podcast to climb the rankings. You will find more details in this article on choosing the best keywords for your podcast.

How to optimize the visibility of a Podcast

Why are long-tail keywords particularly interesting for Podcast Visibility Optimization?

Choosing the right keywords for your podcast depends on its content as well as your requirements. When good rankings are difficult to reach for generic keywords in some verticals (eg: meditation), a good strategy for Podcast Visibility Optimization is to rely on “long-tail” keywords (eg: guided meditation) which may be easier to optimize for and will bring listeners highly interested by the niche topic.

Optimizing against a set of several long-tail keywords is a common PVO strategy, especially for less visible podcasts.

Why rely on Podcast Visibility Optimization services?

With more than 2 million podcasts available and close to 900’000 new shows launched in 2020, it becomes increasingly difficult for your podcast to become visible. Your content may be the most extraordinary in the world, but without any Podcast Visibility Optimization strategy, it risks remaining largely invisible and therefore attracting a minimal audience.

One reason to work with professional PVO services providers is that they will be able to leverage their expertise and tools while keeping up with the ever-changing landscape of podcasting and PVO.

Three simple steps to get define your custom
Podcast Visibility Optimization strategy:

Visibility Audit

We analyze your podcast, its content and your competitors to identify the opportunities

Action Plan

You then receive an action plan with several options and expected results

Quote

You get a detailed pricing on how much it would cost and the associated timelines

Tell us about your project

How is a Podcast Visibility Optimization audit carried out?

A PVO audit is a compulsory prerequisite to any Podcast Visibility Optimization strategy: we use it to determine the possible action plans and associated PVO services based on your podcast and its vertical.

Among other elements, a PVO audit analyses:

  • The podcast visibility
  • The podcast’s current performance
  • Keyword and semantic analysis
  • The competition visibility and strategy

Those elements are the cornerstone of an appropriate PVO strategy

How long does a Podcast Visibility campaign take?

While according to Google, an SEO campaign takes 4-12 months to deliver the first results for a website; with PVO the first results are noticeable within a couple of weeks.

Between the PVO audit, defining together an action plan, working on the different levers to optimize, it takes an average of 3-6 months to start seeing significant benefits. Following this initial phase, the effects are long-lasting. To continuously increase and consolidate your podcast’s ranking, though,  PVO has to be treated as a long-term investment.

How much does Podcast Visibility Optimization cost?

The cost of a PVO campaign depends on various factors (the podcast’s current status, its existing and future content, competitiveness, objectives). The necessary budget can only be determined once an in-depth analysis taking all these factors into account has been carried out.

That being said, for professional PVO services, one should assume $500 per month, with larger podcasts requiring several iterations and a multitude of actions reaching several thousands of dollars per month.