Listen to this Episode: Apple Podcasts | Spotify | GoodPods

My first corporate job was in the magical, glamorous and awe inspiring world of search engine optimization. That’s right, SEO.

I was worried about rankings before worrying about rankings was cool – and let me tell you in 2013 it was so much easier than it is today, but worry not my friend. I’ve spent the past decade clawing my way up the charts on Google, across social media, Apple Podcasts and Spotify, and I’m here to tell the tale.

In this episode we’ll talk about what rankings are and how they impact your podcast growth, how to strategize for your own show and of course, how to actually start showing up on the charts and ranking to find the audience you want listening to your podcast.

What Is a Podcast Chart?

You’ve probably heard the phrase “podcast charts” thrown around, but what exactly does that mean? Apple Podcast Creators has said: “Our podcast charts reflect the most popular shows and episodes available in a given market and are designed to help people discover what to listen to next.” So, if you’ve pictured something like the Billboard Top 100 but for podcasts, you’ve been on the right track.

However, “podcast rankings” can refer to many different things:

• A category ranking, like “Marketing” or “Business” in Apple Podcasts.
• An overall chart that pits you against every other podcast on a platform.
• A global ranking aggregated from multiple data points.

That’s why I’ve always advised podcasters to define which rankings matter most for their show. If you’re on Apple Podcasts or Spotify, you want to watch where you sit in your category and how you’re appearing in search results when someone types in a keyword you want to be known for.

Apple Podcast and Spotify Charts: Where to Begin

1. Reevaluate Your Podcast Category

I’ve seen the importance of properly categorizing podcasts right from the start. When you set up your RSS feed, you’ve selected at least one category for your show. But is that category truly the best fit?

• If your show doesn’t perfectly fit a category: That’s okay. Most of us have found ourselves in similar situations. My own podcast focuses on podcasting, yet I’ve put it under “Marketing” and “Business” because that’s the closest match.
• If your show covers “everything under the sun”: That’s a huge red flag. If you can’t narrow it down to at least one core theme, you’ll struggle to find the right audience. And if you need help figuring this out, I’ve offered 1:1 coaching sessions where we can clarify your podcast’s focus (details in the episode description).

2. Focus on Listener Engagement

Podcast charts on both Apple and Spotify rely heavily on listener engagement. For a healthy ranking, you need:

• High episode completion rates (people listening to at least 80% of the episode)
• Subscriptions or follows
• Consistent 5-star reviews

Apple and Spotify don’t reveal their secret formulas, but I’ve noticed the two biggest factors for improved ranking have been gaining new followers and receiving 5-star ratings. That’s not the entire story, but it has made a huge difference in my own chart positions.

The Power of Keywords and SEO

As an SEO manager at heart, I’ve recognized how critical it is to align your content with the words your potential audience is searching for.

1. Write Engaging, Keyword-Rich Episode Titles

Your episode title is your very first hook. I’ve always recommended doing serious research into what people are typing into search bars. Then, craft a compelling title around those terms. I never delegate title creation to AI because it’s your golden chance to show new listeners you’ve put thought and care into your content.

2. Leverage Episode Descriptions and Transcriptions

Your descriptions and transcriptions are another place to incorporate keywords your target audience might type in. I’ve often told clients that this is a great spot to use AI (like ChatGPT) because fewer people will read the entire description word for word, but you’ll still get those valuable keywords in place.

Why Have Podcast Rankings Mattered So Much?

You might be asking yourself, “Why do I even need to worry about rankings?” I’ve observed two primary reasons:

1. Discoverability: When you rank in a specific category or for a particular keyword, new listeners can more easily find your show. If someone searches for “How to start a podcast” and your episode pops up, you’ve just gained a potential loyal listener.
2. Authority and Credibility: Chart positions or top search results act as powerful social proof. If you’ve shown up in the top 10 for “Marketing Podcasts,” new listeners are more likely to give your show a chance.

Tracking Your Global Rank

In addition to rankings within Apple and Spotify, I’ve tracked my global rank on ListenNotes.com. It gives you a “listen score” out of 100 and an overall ranking compared to all podcasts worldwide. If you’re not in the top 10% of podcasts, you won’t see a global rank just yet, so aim for that as a milestone.

For Apple Podcasts and Spotify specifically, you can also use Rephonic to check your charts. I’ve not paid for these services (and personally suggest you don’t either), the free versions will give you more than enough information on your own podcast.

Action Steps for Sustainable Podcast Growth

1. Choose the Right Category: Revisit your RSS feed and check that you’ve placed your show in the most relevant category possible.
   
2. Ask for Engagement: Encourage listeners to subscribe, rate, and review your show. These metrics have directly impacted charts on Apple and Spotify.
   
3. Prioritize Good Titles: Research keywords and create titles that capture attention. If you need to, plan your episodes around keywords people have searched for in your niche.
   
4. Optimize Descriptions: Let your description reflect your episode’s main topic and include relevant keyword phrases. Don’t be afraid to use AI here—just revise the final copy to ensure it sounds authentic.
   
5. Track Your Rankings Monthly: Use an incognito browser to search Apple Podcasts and Spotify for your primary keywords (e.g., “how to start a podcast,” “podcasting tips,” etc.). Note down your position in a spreadsheet.
   
6. Stay Consistent: Podcasts often see a big spike in downloads and rankings around launch. If you’ve maintained consistent content, you’ve likely seen how rankings even out over time. Keep producing quality episodes, stay on top of your SEO and engagement strategies, and track your progress.

Final Thoughts and Next Steps

Knowledge is power. Once you’ve started tracking your podcast rankings and leveraging SEO best practices, you’ll see how these incremental changes add up. If you need help creating a strategy, I’d love to support you through 1:1 coaching, schedule your free consultation here.