Almost every Podcast conference offers a session onSEO ( podcasting) or how to improve podcast rankings. I’ve always been skeptical of these sessions, because while traditional SEO has been the subject of many studies, how podcasts rank has not yet been studied to any great extent.
This uncertainty allowed people to claim they had ” cracked the secret ” and sell their tricks, most of which turned out to be smoke and mirrors.
Today, we finally have credible information about the Apple Podcasts algorithm, with real case studies, anecdotes and official Apple documentation finally shedding light on how the system works.
What is podcast SEO?
When people talk about “SEO for podcasts”, they’re usually describing two very different things.
Sometimes it’soptimization on podcast apps, where you’re trying to get better rankings in Apple Podcasts, Spotify, etc. Other times, they’re talking about traditional SEO for your podcast website.
Both approaches can help more listeners discover your show, but as they work in different ways, we’re going to focus on how to improve your ranking in Apple Podcasts search.
How do listeners find programs in Apple Podcasts?
Apple Podcasts is the world’s largest podcast listening app, so it’s one of the best places for listeners to find new podcasts.
Apple Podcasts offers three ways to show your program:
- Search results: episodes and podcasts sorted by listener search.
- Top Charts: algorithmic ranking of popular podcasts and episodes.
- New releases and favorites: a selection from the Apple Podcasts editorial team.
Each of these paths works differently, creating many myths about how to “get around the system”. Let’s look at each separately.
How does the search work in Apple Podcasts?
Search is the most common way people discover new podcasts on Apple Podcasts. In a listener survey, The Podcast Host found that 70% of people use search rather than other discovery strategies.
Then, in 2022, Apple revealed the main factors used to rank these results.
Among the main factors Apple Podcasts uses to organize search results are :
- Metadata: this includes show name, channel name and episode title.
- Popularity: podcasts with many subscribers and listens on Apple Podcasts
- User behavior: podcasts with high engagement, such as those read or followed from search].
1. Metadata
Metadata is textual information about your podcast that isn’ t part of the audio, such as show name, channel name and episode titles.
For years, people have wondered exactly what metadata Apple was indexing. This was clarified in 2021 by Mark Steadman and James Cridland in a detailed study showing that Apple uses the podcast name, episode titles and author tag.
That’s why it’s important to optimize these elements:
- Podcast title
- Episode titles
- Author tag
- Channel name
In practical terms, this means including a keyword in your podcast name and writing specific, keyword-rich episode titles. Make sure that the titles reflect the content of the podcast, and don’t use emojis, generic names or episode numbers.
2. Popularity
Apple favors podcasts that already have many subscribers and listeners. The idea is that popular podcasts are more likely to be of high quality.
One way to boost your popularity is to use Apple smart banners.
Pacific Content conducted an experiment with these banners on a client’s site and saw a massive increase in subscribers. Generating more traffic to Apple Podcasts will not only help turn this web traffic into subscribers, but also improve rankings in the Apple Podcasts charts.
If your podcast is hosted on StreamBox, the banner will be automatically added to your site. If you’re using your own site, Apple facilitates this integration with a simple line of code.
3. User behavior
It’s the most ambiguous factor of the three, but we have circumstantial evidence of what it implies. Apple explains that rankings improve when “more listeners interact with your new shows and episodes”. The inclusion of “new” suggests that recent activity matters more than old data.
Engagement means subscriptions, downloads or clicks on your show after a search. Apple shares some of these metrics in Podcasts Connect: listeners, listens and engaged listeners. The same data is used in the search algorithm.
To capture user behavior, promote your new episodes as soon as they’re released, for rapid engagement.
Key information
Three Podcast SEO strategies to implement to climb the Apple Podcasts search :
Include relevant keywords in the SEO Podcast
Apple Podcasts takes into account your show name, episode titles, author tag and channel name to determine what it displays in search results.
Next, think about what your audience might be looking for on Apple Podcasts and see how you can include these terms in your titles, as they don’t index your show notes.
If you’re looking for help finding keywords, I recommend the Ahrefs Keyword Generator to identify the most sought-after terms.
Also, if your title seems too basic, follow Parcast’s Podcast SEO tip and simply name your podcast after your niche’s main keyword.
Promote your Apple link
Promoting your Apple Podcasts link gets you more subscribers and more listens in the application. The more listeners you send directly to Apple Podcasts, the stronger your performance in search will be.
Add an Apple smart banner to your site to entice iOS visitors to follow your show with a single click.
Finally, you can also use ads that link back to Apple Podcasts or use Apple Podcasts marketing tools to promote your show on social networks.
Keep your listeners engaged
Apple values podcasts that people follow, listen to and keep until the end of the episodes. This means creating content that encourages people to listen in full, and reminding audiences to click ” Follow ” in Apple Podcasts.
In fact, it’s not just good for the rankings, but will help create the best possible episodes. Analyze your playback stats to identify where listeners are dropping out, then brainstorm ideas for improvement.
Top Charts: how it works
Apple Podcasts charts are algorithm-driven and influenced by overall performance and dynamics.
In June 2023, Apple confirmed that the charts algorithm uses a “mix of listening, subscriptions and completion rates” to determine the best podcasts and episodes.
Although the exact algorithm remains a secret, the charts measure :
- Listening: more engagement indicates greater popularity.
- Subscriptions: listening intention is revealed by following a program.
- Completion rate: quality is reflected by completed episodes.
**There’s no such thing as a worldwide chart, or even a single chart for history. Each country and each category has its own chart.
Practical advice
- Choose a less competitive category to climb the charts more easily.
- Encourage your listeners to click on “Follow” within 24-48 hours of an episode’s release to build momentum.
- Edit your episodes to improve completion rates, with Apple rewarding podcasts that are listened to to the end].
New products and favorites
This is editorial content selected by the Apple Podcasts team. If you’d like to be included, you’ll need to prepare your podcast and then apply.
How to appear in the “News and favorites” section
Apple is looking for neat podcasts, with a nice cover, clear metadata and solid episodes. If your podcast sounds like a good fit, I recommend reading the blog on strategy.
Although the big studios are often influential, many independent podcasters have been featured. The key is to create a quality show and follow the Apple Podcasts tips for inclusion in this section.
This usually leads to a sharp rise in listeners, but is not always synonymous with long-term success.
The decisive factor, as Elsie Escobar says, is knowing how to hook and retain new listeners. Apple Podcasts offers a lot of visibility, but for sustainable growth, these people have to stay.
Conclusion and summary of the SEO podcast
On Apple Podcasts, the result is based essentially on three points: clear, keyword-driven metadata, rapid post-release subscriptions and listens, and strong listener engagement.
With that in mind, here’s my recommended plan of action:
- Choose specific, keyword-aligned titles for your podcast and episodes, so that your target audience (and Apple) knows exactly what it’s about.
- Do a big promo at the release of each episode to get the momentum going, and add smart banners to make it easy to subscribe.
- If your podcast is professional, don’t hesitate to contact Apple’s editorial team to try and get featured. Above all, keep your episodes captivating.
Focus on these points and you’ll be ahead of 80% of podcasters who are still trying old SEO tricks.
Last update: October 2025.
