How a 3-Month-Old Show Outranked Veteran Podcasts on Apple & Spotify

How podcast visibility actually works, and how to use it

Why Podcast Discoverability Matters for a New Show

1 in 2 listeners discover new podcasts directly on listening apps, and 70% of them use the search bar to find new shows. That means Apple Podcasts and Spotify aren't just listening platforms. They're discovery platforms. And if your show doesn't appear when your audience searches for the topics you cover, it simply won't reach them, no matter how strong your content is.

That's the reality every new podcast faces. When Grit in the Boardroom launched in February 2026, it was entering a space already crowded with established business and leadership shows, many with years of content, existing audiences, and strong platform authority. The content was there. The niche was clear from day one. What was missing was the visibility.

How Grit in the Boardroom Ranked #1 in Less Than 3 Months

Before any optimization work, the show was invisible in search, which is exactly what you'd expect from a brand-new podcast. But by building discoverability into the strategy from the very first episode, the show was able to compete with established players much faster than most would expect.

The process started with a simple question: what would someone type into Apple Podcasts or Spotify if they were looking for a show like this? From that starting point, a focused keyword list was built and prioritized not just by search volume, but by difficulty score, targeting terms where a new show could realistically break through quickly. In less than 3 months, Grit in the Boardroom reached #1 on Apple Podcasts and Spotify UK for "executive interviews," #1 for "boardroom decisions," and secured top positions for its own show title and host name. The show's audience development efforts were supported by The Podcast Guys.

A Two-Part Strategy: Topical Discovery and Brand Capture

What makes this case study particularly useful is that the keyword strategy addressed two distinct visibility goals at once.

The first was about topical discovery: making sure Grit in the Boardroom appeared when listeners searched for the major themes the show covers, like corporate governance, risk management, executive interviews, and boardroom decisions. These are searches made by people who don't know the show exists yet, but are already interested in exactly what it covers.

The second was about brand capture: ensuring that anyone searching for the show by name, or for host Erika Eliasson Norris directly, would find it at the top of results. If someone is already looking for you and you're not #1, you're losing an audience you already earned.

You Don't Need to Be an Established Show to Rank

The strategy behind Grit in the Boardroom isn't reserved for shows with large budgets or existing audiences. Whether you're launching a new podcast, managing a branded show, or building a content program for clients, the same principles apply: start with your target audience, identify the keywords they're actually searching for, optimize your metadata with intention, and track your performance over time.

Most podcasts aren't optimized for search, which means the opportunity is still wide open for those who take action now. Keywords are one of the biggest organic growth levers available to any show at any stage. If you're not leveraging them, you're leaving growth on the table.

Improve Your Podcast Discoverability with Ausha's PSO Control Panel

To implement this strategy, the team behind Grit in the Boardroom used Ausha's PSO Control Panel, a complete Podcast Search Optimization toolkit designed to help podcasts get found where listeners actually search: on Apple Podcasts and Spotify.

The PSO Control Panel gives podcast teams the data and tools they need to:

• Identify high-potential keywords by search volume and difficulty score
• Optimize show and episode metadata for maximum search visibility
• Track rankings on Apple Podcasts and Spotify in real time
• Analyze competitor strategies and understand the full search landscape
• Monitor progress across Top 3, Top 20, and Top 100 positions over time

All in one place, and compatible with all podcast hosting platforms.

Download the free case study to discover how Grit in the Boardroom went from invisible to #1 in less than 3 months, and what that strategy could mean for your own podcast's visibility.