By Valentina Izzo

3 weeks ago

Discover how adding structured data to your podcast site can boost your SEO and enhance search engine visibility with our guide.

Table of content:

  1. Introduction 
  2. Challenges Podcasters Face Today
  3. How to Overcome These Challenges
  4. Use Case: Building a Knowledge Graph from Spotify Podcasts
  5. Key Takeaways and Lessons Learned

If you’ve ever felt like your podcast is getting lost in the vast ocean of online content, you’re not alone. Navigating the world of podcast SEO can feel like finding a needle in a haystack, especially when you’re up against countless other shows. We understand the struggle. And let’s remember the ever-changing landscape of Google’s search algorithms, which can make it even more challenging to stay visible. But don’t worry, we’ve got your back. 

In this guide, I’ll walk you through the essential steps to make your podcast more visible and discoverable on search engines. And to make things even more relatable, we’ll share the real-life story of Poya Osgouei, the host behind Uncharted Podcast, who faced similar challenges and found practical solutions trusting the WordLift team.

Challenges Podcasters Face Today

Let’s face it: the podcasting world is booming, and while that’s fantastic, it also means more competition. One of the biggest hurdles podcasters face is standing out in a crowded market. Take Poya, for example. He runs a podcast site and has a show called “Uncharted.” Sounds unique, right? 

Well, there are quite a few podcasts with a very similar name. This made it incredibly difficult for his target audience to find his show through a simple Google search. As a result, booking guest speakers, attracting sponsors, and even gaining new listeners became a lot more difficult. 

But here’s the good news: there are ways to overcome these challenges. By implementing structured data and building a knowledge graph, you can significantly improve your podcast’s visibility on search engines. This means more people can find your show, leading to more guest speakers, sponsors, and loyal listeners. 

The following sections will empower you with these strategies and show you how to make your podcast shine in the crowded digital landscape. So, let’s get started and turn those challenges into opportunities for growth and success!

How to Overcome These Challenges

As previously mentioned, there is a solution to the visibility challenges you are facing for your SEO podcast. This solution lies in the power of structured data and building a knowledge graph. These strategies can significantly improve the discoverability of your podcast on search engines, making it easier for listeners, guest speakers, and sponsors to find you. But before we delve into how to implement these strategies, let’s take a moment to understand what structured data is and why it is so valuable, not just for podcasts but for any website.

Understanding Structured Data and Its Importance for Podcast Sites

Structured data is like a secret language that helps search engines understand the content on your website. By using specific markup (like, you can provide search engines with detailed information about your podcast episodes, show notes, and more. This makes it easier for search engines to accurately index your content and display it in rich snippets, knowledge panels, and other enhanced search results.

But here’s the important part: structured data isn’t just for podcasts. Whether you run a blog, an e-commerce site, or a small publishing platform, structured data can help improve your site’s visibility and user engagement. It’s a universal approach that can make your content more accessible and attractive to search engines, making it more discoverable to your audience.

Benefits of Structured Data for Podcast Sites

The benefits of structured data for podcast sites are significant. Implementing structured data can lead to your podcast episodes appearing directly in search results, complete with episode titles, descriptions, and play buttons. This makes it easier for potential listeners to find and engage with your content, and it also boosts your site’s credibility and authority.

Some specific benefits include:

  1. Enhanced Visibility: Your podcast episodes can appear in rich snippets and knowledge panels, making them more prominent in search results. 
  2. Improved Click-Through Rates: Rich snippets and enhanced search results are more attractive to users, leading to higher click-through rates. 
  3. Better User Experience: Providing detailed information in search results helps users find exactly what they’re looking for, improving their overall experience. 
  4. Increased Engagement: More visibility and better user experience lead to higher engagement rates, more listeners, and potentially more sponsors and guest speakers.

Best Practices and Tools for Structured Data Implementation

Now that you understand the importance and benefits of structured data let’s talk about how to implement it effectively. Here are some best practices to get you started:

  1. Use Markup: provides a wide range of markup options specifically designed for different types of content, including podcasts. This markup defines your podcast episodes, show notes and other relevant information.
  2. Validate Your Structured Data: Use tools like Google’s Structured Data Testing Tool to ensure your markup is correctly implemented and error-free.

Try our FREE Structured Data Audit and verify if the structured data has been inserted correctly.

  1. Keep Your Data Updated: Regularly update your structured data to reflect new episodes, changes in content, and other relevant updates.
  2. Leverage Knowledge Graphs: Building a knowledge graph can significantly enhance your site’s authority and visibility. A knowledge graph connects various pieces of information about your podcast, such as episodes, guests, and topics, creating a rich, interconnected web of data. This helps search engines understand the context and relevance of your content, making it more likely to appear in search results. By organizing your content into a knowledge graph, you can provide your audience a more comprehensive and engaging experience.
  3. Partner with WordLift: WordLift is more than just a tool for implementing structured data; it’s your ally in automating marketing and SEO tasks. Using WordLift, you can amplify your online presence, streamline your SEO efforts, and ensure your content is always optimized for search engines. WordLift helps you build and maintain a robust knowledge graph, making your podcast more discoverable and engaging.

Use Case: Building a Knowledge Graph from Spotify Podcasts

Exploring the Results

By implementing structured data and building a knowledge graph from Spotify podcasts using Google Colab for one of our partners, we achieved remarkable outcomes on his website. 

We secured a knowledge panel on Google, significantly enhancing visibility. Our partner is very happy with the results, as his podcast site experienced improved rankings in the SERP, driving more organic traffic and engagement. 

As Poya said: Now, it’s much faster and easier, which really builds credibility when I’m sourcing new speakers or sponsors. Anecdotally, it’s made it 100 times easier to book the best guests and sponsors for my podcast.

We hope to see more results and improvements in Google Search Console and Google Analytics over the next few months—stay tuned!

Using Google Colab to Build a Knowledge Graph

Are you looking to enhance your podcast’s visibility and leverage the power of structured data? In the video below, you can see how to use our API to import a podcast series into a Knowledge Graph using WordLift and a specially designed Google Colab file. By combining data from sitemaps and Spotify, you can create a comprehensive Knowledge Graph that improves search engine visibility and opens up new possibilities for Generative AI applications.

Watch the video to learn how to set up everything you need and benefit from a richer, more organized podcast data structure.

Please note that the solution presented in this video is only an example designed for people with technical skills interested in building a Knowledge Graph by using code.

Key Takeaways and Lessons Learned

Building a Knowledge Graph for your podcast can significantly enhance its visibility and discoverability on search engines. Here are the key takeaways and lessons learned from our comprehensive guide:

  1. Understanding the Challenges: The podcasting landscape is highly competitive, making it difficult for individual shows to stand out. Implementing structured data and building a Knowledge Graph can help overcome these challenges by improving search engine visibility.
  2. Importance of Structured Data: Structured data acts as a bridge between your content and search engines, helping them understand and index your podcast more effectively. This leads to enhanced search results, such as rich snippets and knowledge panels, which can attract more listeners.
  3. Benefits of Structured Data: Implementing structured data can lead to higher visibility, improved click-through rates, better user experience, and increased engagement. These benefits collectively contribute to the growth and success of your podcast.
  4. Best Practices for Implementation: Using markup, validating your structured data, keeping it updated, and leveraging Knowledge Graphs are essential steps for effective implementation. Partnering with tools like WordLift can further streamline this process and ensure your content is always optimized.
  5. Real-Life Success Story: The case study of Poya Osgouei and his “Uncharted Podcast” demonstrates the practical benefits of these strategies. By building a Knowledge Graph and implementing structured data, Poya significantly improved his podcast’s visibility, making it easier to attract guest speakers and sponsors.
  6. Technical Implementation: For those with technical skills, using Google Colab to build a Knowledge Graph from Spotify podcasts is a powerful approach. This method combines data from sitemaps and Spotify to create a comprehensive Knowledge Graph, opening up new possibilities for Generative AI applications.

I’ve been working with the Knowledge Graph Conference, helping out with their annual event in New York every May. That’s where I came across WordLift. They gave some amazing talks on SEO and how their graph technology helps innovative companies. I shared my problem with them, and in just a few days, they magically resolved it. Even better, they’ve significantly boosted my company’s SEO. </em>

Thanks to their help, we’re now on the first page for popular searches relevant to our audience, making it much easier for people to find us. I’m incredibly grateful for their support. Before, it took multiple clicks and scrolls to find my podcast. Now, it takes just one click, WordLift truly living up to their name!

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