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228 3 Essential Places Your Show Needs to Live for Podcast Discoverability

Just One Tip from Your Podcast Performance Coach

Tue Feb 04 2025

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Summary

Podcast Summary: Just One Tip from Your Podcast Performance Coach

Episode Title: 228 | 3 Essential Places Your Show Needs to Live for Podcast Discoverability
Host: Tim Wohlberg
Release Date: February 4, 2025

In Episode 228 of Just One Tip from Your Podcast Performance Coach, host Tim Wohlberg delves into the critical aspects of podcast discoverability, emphasizing the necessity of positioning your show in the right places to maximize audience reach and engagement. This episode, titled "3 Essential Places Your Show Needs to Live for Podcast Discoverability," provides actionable insights for podcasters aiming to enhance their visibility, grow their authority, and convert listeners into loyal customers.

1. Make Your Podcast Accessible on Your Business Website

Tim begins by stressing the importance of integrating your podcast into your business’s online presence. He advises, “If you’re serious about your show growing an audience, you need to make sure your podcast is discoverable” (00:01). Hosting your podcast on your business website serves multiple benefits:

SEO Enhancement: Regularly updated podcast content improves search engine optimization (SEO). Tim explains, “Having your podcast on your website is great for SEO... you are also boosting your keyword ranking” (00:02). Fresh content signals to search engines that your site is active, thereby improving your visibility in search results.
Custom Show Notes: Instead of duplicating show notes across platforms, creating unique, detailed notes for your website can prevent issues with duplicate content, which SEO algorithms penalize. “Write a fresh episode for each episode to boost your SEO and help you get discovered” (21:45).
Conversion Opportunities: By having your podcast on your website, you provide a gateway for listeners to explore more about your brand, services, and products. This strategic placement encourages listeners to become customers, as they can easily navigate from the podcast to other areas of your business.

Tim also suggests leveraging services like PodPage for creating a professional podcast site effortlessly, drawing all necessary elements directly from your podcast host without additional hassle.

2. Distribute Your Podcast Across All Major Platforms

The second essential placement Tim highlights is the distribution of your podcast across all available podcast platforms. He recounts a common pitfall: “I’ve seen too many podcasters limit their reach just because they didn’t take a couple of extra steps” (00:01). By confining your podcast to a single platform, such as Spotify, you significantly restrict your audience base.

Key points include:

Comprehensive Platform Coverage: Ensure your podcast is available on platforms like Apple Podcasts, YouTube, Amazon, Overcast, Pocket Casts, and iHeartRadio, in addition to Spotify. Tim narrates, “Once you’re on all of these platforms, make sure you put those player badges or platform links on your website” (15:30), facilitating easy access for listeners to subscribe on their preferred apps.
Maximize Listener Base: Different audiences prefer different platforms. By spreading your podcast across multiple channels, you tap into a broader listener demographic, enhancing your chances of audience growth and engagement.
Simplified Distribution Settings: Utilize your podcast host’s distribution settings to effortlessly publish your show on all major platforms, ensuring no potential listener is left out.

3. Leverage YouTube and YouTube Music

The third and perhaps most powerful platform Tim discusses is YouTube, including YouTube Music. He emphasizes the vast potential of this platform within the largest search engine ecosystem:

Visibility Through YouTube: By creating a dedicated YouTube channel for your podcast, even with just audio and static images or waveforms, you can significantly increase your podcast’s discoverability. Tim notes, “YouTube and YouTube music is definitely a place your show needs to be” (22:10).
Optimize for YouTube’s Algorithm: To fully capitalize on YouTube’s potential, avoid simply uploading your podcast as-is. Instead, enhance your content with unique descriptions, timestamps, and optimized titles to improve searchability within YouTube’s ecosystem.
Utilize Playlists: Organizing your episodes into playlists makes it easier for listeners to access your entire library, potentially increasing engagement and repeat listens. Tim advises, “Create a playlist of all of the episodes and turn that playlist into a podcast on YouTube” (28:50).

Tim also provides resources and tips to streamline the process of setting up your podcast on YouTube, ensuring that podcasters can effectively reach the platform’s massive user base.

Conclusion: Boosting Discoverability for Greater ROI

Tim wraps up the episode by reiterating the importance of these three essential placements for enhancing podcast discoverability. By ensuring your podcast resides on your business website, across all major podcast platforms, and on YouTube and YouTube Music, you lay a strong foundation for increasing leads and sales. He encapsulates the episode’s essence with, “If you want your podcast to serve as a marketing tool for your business, people need to be able to find it” (32:00).

Additionally, Tim offers a free Podcast Audit, a diagnostic tool designed to identify misalignments between your podcast and business objectives, available at podcastperformancecoach.com.

Notable Quotes:

“If you’re serious about your show growing an audience, you need to make sure your podcast is discoverable” – Tim Wohlberg (00:01)
“Write a fresh episode for each episode to boost your SEO and help you get discovered” – Tim Wohlberg (21:45)
“YouTube and YouTube music is definitely a place your show needs to be” – Tim Wohlberg (22:10)
“If you want your podcast to serve as a marketing tool for your business, people need to be able to find it” – Tim Wohlberg (32:00)

Resources Mentioned:

Free 15-minute coaching call: podcastperformancecoach.com
Podcast website setup: PodPage

By implementing these strategies, podcasters can significantly enhance their show’s visibility, ensuring that their content reaches a wider audience and effectively supports their business goals.

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Transcript

Tim Wahlberg (0:01)

Hey podcaster, I'm Tim Wahlberg, your podcast performance coach, with another actionable tip so you can grow your podcast authority, generate leads, and convert with ease. Today's tip is stop hiding your podcast. If you're serious about your show growing an audience, you need to make sure your podcast is discoverable. There are a lot of places to share your podcast, but in this episode I'm sharing the three most important places, places where your podcast should live. I've seen too many podcasters limit their reach just because they didn't take a couple of extra steps. The first place for your podcast to take up residence is on your business website. Specifically, you should have a podcast page that acts like a blog where people can find all of your episodes and listen to them. Will people listen to your podcast on your website? Probably not, but that doesn't mean there aren't a ton of benefits to hosting your show there. The first benefit is that having your podcast on your website is great for SEO. Not only are you adding fresh content regularly, which search engines love, but you are also boosting your keyword ranking. I've been publishing my podcast on my website along with intentional show notes that are different from the show notes on the players and found you on Google is the most common thing I hear from people who book a free coaching call with me. Plus, if they find your podcast through search and they love what you have to say. And why wouldn't they? They're already on your website where they can learn more about you and your services, binge episodes and fall more in love with you, and then become a customer. If you're podcasting for your business, then having your podcast on your business website is a must. Now, if you don't have a website or you don't want to build or manage one yourself, you can use the one provided by your podcast host. Sometimes a little basic but free and better than nothing. Or you can use a service like PodPage, which has a lot more bells and whistles. This service is exclusively for podcasters and it's super slick. It pulls everything from your podcast host and auto populates your podcast site. Super easy and super worth it. I'll include a link in the show notes which you can find on my website. Yes, podcastperformancecoach. Com. One more thing. When posting your podcast on your site, don't just copy and paste the same show notes you're using for your podcast host, the ones that will populate the players like Apple Podcasts and Spotify. You don't want duplicate content because Google hates that. Write a fresh episode for each episode to boost your SEO and help you get discovered. Okay, moving on to place number two, where your podcast should live. All of the podcast platforms. Yes, all of them. We recently worked with a podcaster who had a great show, top notch production, killer content, but her numbers painfully low. Why? She was only publishing on Spotify. Turns out she listens to podcasts on Spotify, so she just assumed everyone else does too. And Spotify made it super easy for her to get started, which was great. Until she was about a dozen episodes in and was wondering where all of her listeners were. She neglected to submit her show to all of the other platforms like Apple Podcast, YouTube, Amazon Overcast, Pocket Cast, iHeartRadio, you name it, including Spotify. Boom. Instant Audience Boost. If you're not on all of these platforms, check with your podcast host, usually under the distribution setting, and check them all off. You could be missing out on a ton of listeners. And by the way, once you're on all of these platforms, make sure you put those player badges or platform links on your website too. Make it easy for your listener to add your show to their favorite podcast app in just one click. Rather than having to go to the app and search for your show, et cetera, et cetera. Put those buttons on your website. Now you heard me mention YouTube is one of the distribution destinations. That's number three on my list. YouTube and YouTube music is definitely a place your show needs to be. Your host will likely have a button to distribute your show on YouTube, which is great. But take the extra step to get on YouTube music. Why not leverage all facets of the largest search engine ecosystem in the world? Google and YouTube. Yes, your podcast needs a YouTube channel. You're already creating content, so why not maximize it? Even if you don't record video, you can upload your audio with a static image or waveform. This is what I do and it adds to my downloads, but I'm there mainly to be found. Discoverability is the name of the game. Again, this is where most people find me. So once you've got your channel on YouTube, then you create a playlist of all of the episodes and turn that playlist into a podcast on YouTube. Music sounds a little complicated, but it's really quite simple and I share some resources on exactly how to do this. Back when Google pulled the plug on Google Podcasts, look for episode 203. Google Podcasts is dead. I'll put the link in the show notes for you. Here's another quick tip. Don't just dump your podcast onto YouTube with the same show notes as your website and podcast players. That again, is duplicate content and it hurts your SEO. Instead, tweak the description, add timestamps, and optimize for YouTube's algorithm. So does your podcast live in all the places it should on your business website, on all of the podcast platforms via a distributor, and on YouTube and YouTube music? We'll get on it. If you want your podcast to serve as a marketing tool for your business, people need to be able to find it. If you put your podcast in these three places, you should boost your discoverability. And that means a boost in leads and sales. And I hope that's just the tip you need. Now. If people are are finding your podcast and it's not resulting in a boost of leads and sales, then your podcast is likely misaligned from your business. Want to find out if that's the case? Grab our free Podcast Audit this quick diagnostic tool reveals exactly what's going on with your podcast and why it's not delivering clients to your doorstep. Grab it at podcastperformancecoach.com free podcast audit I'll put the links in the show notes, which you can find on my website, all of the podcast players, and on YouTube and YouTube music. Yeah, you see what I did? Or@podcastperformancecoach.com I'm Tim Wahlberg. See ya.