Discoverability remains a challenge in the podcasting industry. Apps are generally getting better, but it’s still very difficult for new podcasts to be noticed.

As a result, SEO can be a very important tool to help listeners discover your podcast. But SEO also presents a challenge, so you have to utilize best practices when posting your podcast and podcast episodes. Here are a few tips:

Create show notes with a descriptive episode title

Too many podcasters pay little attention to the show notes. Other get way to clever and creative with episode titles.

Think about what someone would use to search a podcast with the topic of your episode, and then make sure those key words are in the episode title. A clever title can be fun, but without descriptive key words you’ve made it very difficult for anyone to find the episode with a search.

Also, you’re helping listeners who find your podcast pick an episode they would find most interesting. Remember, podcasting is essentially on demand audio. Tell everyone what the episode is about, and then make sure to get to that topic quickly in the episode, or at least make it clear in your show notes the minute mark where you start discussing the topic.

This is where show notes can be critical. Show notes can enhance the podcast experience by providing useful references and links for someone who want to know more about the topic. It can also be a guide to all topics addressed in an episode. Remember, let listeners know what they can expect to hear in an episode.

Answer questions relevant to your listeners

Here’s a great tip from a recent article from Stephanie Burns:

In order to get more listeners (and potential customers) you need to use your podcast to answer the questions that keep your audience up at 3am. In the Google search bar, type in the first few words of a common question you think is relevant to your listeners, and then let the search engine autofill the rest. You’ll see which pain points are most popular and how many people are searching for answers to the questions your podcast can answer. Then focus on answering those questions in upcoming episodes—especially in your website “show notes” for your episode.

“You can also use the language of the specific question so Google crawlers will find and reward you. You’ll want to make sure your keywords are popular—but not too popular—so you’re not competing with too many others so you can dominate a category,” suggests Whittstock. “Consider also creating short audio snippets or ‘vignettes’ that answer the question because Google Search is increasingly focused on audio questions and answers—a massive and underutilized opportunity right now.”

This process can also help you think about new topics or new ways to present topics you want to discuss, all while improving the odds that new listeners will find your podcast.