How to Do Podcast Keyword Research: Find Topics Your Audience Wants
Starting a podcast without a content strategy is like building a house without a blueprint. You'll likely end up with something that doesn't work as planned.
Before hitting record, let's talk strategy. Planning episodes isn't just brainstorming topics—it's creating a roadmap that keeps listeners engaged and coming back.
In this guide, we'll explore podcast keyword research—the foundation that will transform your content creation.
What is podcast keyword research?
Podcast keyword research means finding the words and phrases your target audience uses when searching online. It's about understanding what they're typing into Google, YouTube, or podcast apps.
With your audience in mind, we'll develop a list of keywords they're searching for. Simply put: what are your listeners typing when they open search engines?
This process creates a blueprint for your content, helping you outline topics that truly resonate with your audience.
Why podcast keyword research matters
Keyword research might seem like just another task when starting your podcast. But there are major benefits to taking this extra step.
1. Understand your audience better
Keyword research reveals topics and questions important to your audience. What are they already listening to and wanting more of? This removes guesswork from content planning.
2. Improve visibility in podcast directories
Here's a surprising stat: 40% of podcast listeners find new shows by directly searching on listening platforms. That's nearly half of all podcast discovery happening through search.
By targeting relevant keywords, you increase your chances of being discovered by new listeners. Without optimization, you could miss 40% of potential listeners.
3. Enhance your content strategy
Keyword research helps identify new topics and ensures your content matches audience interests. Instead of wondering "Will people want to hear this?" you'll know for sure.
How to do podcast keyword research: step-by-step
Step 1: Start with your own brain
Before using tools, compile a list of topics, subtopics, and keywords relevant to your podcast. Aim for at least 30 items.
Write down everything that comes to mind. Start with what you think is important before searching online to avoid being swayed. Later, use research to fill gaps and verify assumptions.
If you struggle to reach 30 topics, don't worry—tools will help you get there.
Step 2: Use Google and YouTube for research
Type your keywords and questions into search engines. Check suggested and related searches for more ideas.
Find similar podcasts or videos related to your show. Read the comments to discover additional questions people are asking—this is gold for understanding audience pain points.
Step 3: Analyze search volume and competition
For each keyword, analyze search volume and competition to find the biggest opportunities. Consider the intent behind each keyword and how it aligns with your podcast goals.
Ask yourself: What's the main goal someone has when searching for this keyword?
Step 4: Organize and prioritize
With your keyword list, you should have 30+ podcast episode ideas. Start thinking about specific titles and guests for particular topics.
Organize your list by grouping common topics and keywords to build momentum. Start with topics or guests most appealing to your ideal listener.
The best tools for podcast keyword research
Free tools
Google AutocompleteOpen Google in incognito mode so your search history doesn't affect results. Type your keyword and check the autocomplete suggestions—these terms likely have high search volume.
Google TrendsThis free tool shows trending keywords and search patterns over time. It's great for finding seasonal topics or growing interest areas.
Google Keyword PlannerGet insights into keyword search volume (requires a Google Ads account).
Answer the PublicDiscovers what people are asking online by analyzing autocomplete data from search engines. It generates useful phrases and questions around your keyword.
Premium tools
AhrefsA powerful SEO tool with keyword research, backlink analysis, and site audit features. Though built for website SEO, it's valuable for podcast search optimization.
Asha PSOA dedicated podcast search optimization tool that helps identify keywords, get search volume insights, and track your podcast's position on Apple and Spotify.
Don't forget online communities
Join Facebook groups, Reddit communities, and Discord servers focused on your topic. These are goldmines for understanding what your audience is discussing and questioning.
These communities are also great places to promote your podcast, get feedback, and find guests.
Creating your content calendar
Consider creating an editorial calendar to plan and schedule episodes in advance. Use a calendar tool or spreadsheet to map out episodes, release dates, topics, guests, and special series.
A calendar keeps you organized and ensures consistent content delivery. Remember, consistency is crucial for growing and retaining your audience.
Reality check: your list doesn't need to be perfect
Remember: this list doesn't have to be complete. As you record and release episodes, you'll develop new ideas. Your audience and guests will help identify topics to cover.
This exercise helps avoid creative blocks after releasing a few episodes. You can always revisit and expand your list.
Not every episode needs a keyword, but keyword research helps your show get discovered, especially when starting out.
What happens next?
Keyword research helps identify opportunities, optimize content, and reach more listeners. By understanding keyword research basics, you'll find golden opportunities, gain more listeners, and create content that resonates with your audience.
But research only matters if you act on it. Your next step is developing a solid scripting and outlining process. This ensures you deliver engaging content that keeps listeners hooked.
Remember, podcasting continues to grow with incredible opportunities ahead. There's no better time to start a podcast, and with the right keyword strategy, you're setting yourself up for success.
Ready to dive deeper? Download our complete Podcast Keyword Research Workbook at podcastprimer.com/workbook for templates, tools, and step-by-step guides to plan your next 30 episodes.
