Podcast Search Optimization (PSO) Fundamentals

According to a 2024 study by The Podcast Host, 50% of listeners discover new shows directly through listening platforms and 70% of them use the search bar to do it. That means they’re typing in keywords or phrases and choosing from the search results that appear. Unsurprisingly, the podcasts that show up at the top get most of the clicks.

This proves just how important it is to optimize your podcast so it ranks higher in search results on platforms like Apple Podcasts and Spotify.

At Ausha, we call this Podcast Search Optimization (PSO.)

PSO is essentially SEO for podcasts. It’s how you improve your rankings and make your show easier to find by the right audience. But it’s still a strategy many creators overlook.

This guide will break it all down. We’ll explain how PSO works and show you exactly how to use it effectively. Whether you’re just getting started or already have experience in podcasting, you’ll find practical tips and powerful tools to boost your podcast’s visibility.

🚀 Our goal: To equip you with best practices and powerful tools to help your podcast stand out and attract more listeners.

Ready to give your podcast the visibility it deserves?

Let’s dive in!

Download Our PSO Glossary: Every Term You Need to Know

Get a clear definition of every key term related to Podcast Search Optimization and podcast visibility.

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What’s the difference between SEO and PSO?

What is SEO and Search Optimization?

When you use Google, your instinct is to type a keyword, a key phrase, or even a full question into the search bar.

Once you hit “Enter,” Google instantly pulls up a list of results based on what you typed. These results are ranked mostly by how relevant they are to your search. Behind the scenes, the engine runs a complex analysis to figure out which links are the most useful and trustworthy.

But let’s be honest: most of us click one of the first few results. Anything past the second page rarely gets seen. That’s where search optimization comes in. Its main goal is to climb higher in the rankings and land closer to that top spot.

This is what we call SEO (Search Engine Optimization).

You’ve probably heard the term before: SEO covers all the techniques used to boost a website’s visibility on search engines like Google, Bing, or Yahoo.

In practice, strong SEO relies on 3 key pillars:

• High-quality, relevant, well-structured content (usually long-form, with carefully chosen keywords)
• A solid technical foundation (fast loading speeds, clear site structure, and mobile optimization)
• Strong site authority and credibility (developed through inbound links, also known as backlinks)

So, what does this have to do with PSO (Podcast Search Optimization)?

Just like SEO, PSO is a set of strategies designed to improve your visibility organically, but on podcast platforms like Apple Podcasts, Spotify, and Amazon Music.

Open any of these apps and you’ll see a search bar right away. Listeners type in keywords or phrases to find shows that match what they’re looking for. And just like Google, these platforms use algorithms to analyze relevance and rank the results.

Keywords and Metadata: Key Definitions

To get PSO right, you need to understand its two core components: keywords and metadata.

🔑 What Is a Keyword (or Key Phrase)?

A keyword is a word or group of words that listeners type into the search bar of a podcast app to find content that interests them. It can be a single word (like cinema) or a full phrase (like personal development podcast).
This is also known as a search query. The more your podcast aligns with the keywords your target audience is searching for, the better your chances of showing up in the results.

📝 What is metadata?

Metadata refers to the text-based information linked to your podcast and its episodes. This is what platforms analyze to understand what your show is about.

It includes:

• Your podcast name
• Your show description
• Episode titles
• Episode descriptions
• Tags
• Author’s name

These elements play a key role in how your podcast is indexed. The platform’s algorithm scans this text to decide whether your content matches a listener’s search.

In short: choosing the right keywords and using them effectively in your metadata is the foundation of a strong PSO strategy.

Download Our PSO Glossary: Every Term You Need to Know

Get a clear definition of every key term related to Podcast Search Optimization and podcast visibility.

> Download for free

Why is PSO essential for your podcast’s visibility?

Search is the #1 discovery channel for podcasts

According to a study by The Podcast Host, 1 in 2 listeners find new shows by searching directly on listening platforms, and 70% of them use the search bar to do it.

That means even if your podcast has amazing content, it can easily go unnoticed if it isn’t properly optimized. Unlike charts or algorithm-based recommendations, search is the one area where you have direct control over how visible your podcast is.

A strong PSO strategy helps make sure your show appears in the most relevant search results, increasing your chances of being discovered by new listeners. Without it, you’re relying solely on word of mouth or social media, which can seriously limit your growth potential.

Search results aren’t random

Podcast platforms rank search results based on relevance. In other words, the more your content matches what listeners are searching for, the higher your chances of appearing at the top.

To make that happen, you need to strategically include high-impact keywords in your podcast title, description, and tags.

PSO: A powerful driver of organic discovery

Unlike social media posts, which have a short shelf life and require constant effort to stay visible, PSO is a long-term investment. Once your podcast is well optimized, it can keep generating listens over time, without extra work.

Why publishing frequency matters for PSO

While PSO is primarily about optimizing your metadata and using the right keywords, that alone isn’t enough. Podcast platforms also prioritize shows that are active and regularly updated. They want to offer users fresh, up-to-date content.

Publishing consistently sends a strong signal to the algorithms. A steady release schedule is seen as a sign of quality and reliability for listeners.

That’s why it’s important to keep in mind: if you’re not publishing at least every 2 weeks, your optimization efforts may have limited impact on your show’s ranking and discoverability.

Download Our PSO Glossary: Every Term You Need to Know

Get a clear definition of every key term related to Podcast Search Optimization and podcast visibility.

> Download for free

Well done! 👏

You’ve just completed Lesson #1 on Podcast Search Optimization (PSO).

Here’s a quick recap of the key takeaways:

Now that you’ve got a solid grasp of the PSO fundamentals, it’s time for the next lesson: Understanding how the Apple Podcasts and Spotify algorithms work to maximize your visibility. 🚀

Before we dive into the next lesson, don’t miss our free downloadable glossary with all the key terms and definitions you need to fully understand PSO.

Whether you’re new to the topic or want a quick refresher, this resource is a must-have to keep on hand as you build your strategy.

Download Our PSO Glossary: Every Term You Need to Know

Get a clear definition of every key term related to Podcast Search Optimization and podcast visibility.

> Download for free