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, Amazon Music, YouTube (if you publish your podcast there), Deezer,….etc, so that their search engines show it as a top result for given search queries.
Search within the listening platforms is paramount to podcast discovery. Users on their preferred platform seek audio content for immediate consumption with a single tap or click. In contrast, social media users encounter more friction, requiring multiple taps before accessing content, assuming they are ready (e.g., wearing AirPods/earbuds)
Surveys indicate that 30% to 50% of podcast downloads originate from on-platform discovery.
PVO improves podcast visibility on given search queries within the audio platforms.
Why is Podcast Visibility Optimization important?
At Audiotiq, we emphasize that “to be heard, you must first be seen.” Podcast Visibility Optimization (PVO) enhances a podcast’s visibility, ensuring it ranks higher on relevant search queries. A successful PVO campaign leads to increased podcast discovery, driving more downloads.
Like how Search Engine Optimization (SEO) boosts website visibility and traffic, PVO plays a crucial role in growing a podcast’s audience. In a landscape with more than 2 million podcasts, visibility is essential. After investing time in designing, recording, producing, and editing your podcast, it would be a shame if your content goes unnoticed.
What does Podcast Visibility Optimization consist of?
Like SEO, Podcast Visibility Optimization (PVO) depends on proper indexation, content strategy, and manipulation of audio platforms’ algorithms.
PVO is the science of presenting your show and episodes in a way that increases the likelihood of your podcast being among the top results when users search for relevant keywords.
While we have developed a comprehensive overview of the PVO levers, the Podcast Visibility Optimization Stack, to simplify, PVO relies on optimizing two main levers:
Podcast Metadata:
- Show Name
- Author or Publisher Name
- Show Description
- Episode Names
- Episode Descriptions
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Podcast Authority:
- Number of downloads/streams
- Number of subscribers
- Ratings & Reviews
- Completion rate
- Binge listening
- …etc
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Podcast Visibility Optimization is an ongoing task since rankings evolve and new shows/episodes are continuously released.
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