Podcast visibility does not happen on its own. Rankings and data on how people choose what to listen to both confirm this. Listeners will find and play your show only if you make it easy for them, if it makes sense to platforms and their algorithms, and if you offer content that is genuinely appealing to listeners.
After we published our podcast data for 2025, we received a series of questions about how to become more visible. Why is our podcast in this category? What decides placement? What can be done to make a podcast more visible? So we put together the following overview of practical points. It is for those who already publish a podcast as well as for those who are only planning one.
1. How to categorise your podcast correctly
Categorisation is more than just a label. Apple Podcasts and Spotify use primary and secondary categories to sort shows and recommend them. It pays to choose categories that match most of your content. A poor or overly general category means your show gets lost in a crowded genre. Look at how similar shows are categorised, and do not be afraid to choose a more specific niche. You can update the categories in your RSS feed as topics evolve.
2. Name and tagline
The show name and a short tagline are the first things listeners and search engines see. It is recommended to use a clear name with a plain description of the topic rather than an abstract play on words. Apple Podcasts also takes the name into account in its internal search. For example, instead of “Na vlně” you can use “Marketingový rádce s Janem Novákem”. A tagline needs just one sentence that says who the show is for and what listeners will take away from it.
3. Show and episode descriptions matter to both people and algorithms
The show description helps algorithms understand the content and lets listeners quickly see what they will get. A short summary should state the target audience, the main topics, the format and the benefit. This is not the place for poetic phrases. It is better to use words people actually search for. For episodes, the title is crucial for search. A specific title such as “How to build an e-shop from scratch” works better than “Episode 14”. In the episode description it is worth summarising the main points and mentioning guests. Longer episodes should be supplemented with timestamps (chapters). At the end of the description you can gently remind listeners that ratings or reviews help a show grow.
4. Cover art and episode thumbnails
First impressions matter. High-quality cover art affects click-through rates and listener trust. Up to 62% of new listeners are willing to try a show precisely because of attractive cover art. Apple requires a square image between 1,400 and 3,000 pixels and recommends contrasting colours and readable text. Stick to a consistent style that is clearly visible even in a mobile preview. If you choose separate thumbnails for individual episodes, use a consistent colour scheme and mark the main topic of the episode.
5. Text brings your audience to you
Search engines work with text, not audio. A transcript lets Google index the content and brings in people who are looking for specific information. NPR found that publishing transcripts brought roughly 7% more unique visitors. Transcripts also make the show accessible to deaf listeners. That is why it is useful to have your own website, where each episode has a separate page with a transcript and links to related sources. Rather than long lists of links to every app, it is recommended to send listeners to one central link. On your website you can have a player, transcripts, a newsletter sign-up and other information.
This is exactly what ceskepodcasty.cz can offer: a page where you can sort all of this out simply. After registering, you verify through an email sent from your RSS feed that you own the podcast, and then you can add a new link to your profile, for example to Forendors. In one place you can bring together all the important links and update your description as you need. In the near future we plan to let you add any links to your profile and edit the podcast description yourself. This will let you optimise it better for search engines.
6. To be or not to be on all platforms?
People use different apps. To make a podcast easy to find, it needs to be in the largest directories: Apple Podcasts, Spotify, and Google or YouTube Music. In addition, there are smaller catalogues and local platforms where new audiences may be found. However, it is not recommended to add long lists of links to every app in episode descriptions. A link to your website or to selected platforms is enough.
7. Video and YouTube
YouTube is key for podcasts, because a third of listeners use it as their main platform. A video with a conversation, or at least a static image, can attract a younger audience that prefers video format. Consider uploading full episodes to YouTube while also creating short vertical clips (about 15 to 60 seconds) that you can share on YouTube Shorts, Reels or TikTok. These previews work as tasters and often attract new listeners. In the description of a video on YouTube it is worth listing the topics, guest names and timestamps. Avoid clickbait, because YouTube notices how long people watch the video.
This year’s The Podcast Show in London confirmed this position fully. Jason Carter, festival director, described the edition as “internationally connected, video-first and incredibly influential”. The News Agents, produced by Global, invested in video from the first episode, not as an add-on, and Mumbrella now ranks it among the top 10 British podcasts. If you are launching a podcast in 2026, video belongs in the first layer of your plan.
8. Cross-promotion and community
Growth is supported by collaboration. Recommendations from other shows are among the main ways people discover new podcasts. Spotify’s advice for creators is to connect with podcasters who have a similar audience, invite them as guests and exchange previews. When you invite guests, send them graphics and a short promotional text. Actively encourage listeners to leave ratings and reviews. Although reviews do not directly influence ranking in Apple Podcasts, they provide social proof and persuade new listeners.
On the London panel Show Me The Money, Corey Layton from iHeart Australia summed up this advice as “If you are just starting out you should focus first on building a community”. A community of around ten engaged listeners brings a show more than a thousand random downloads. Cross-promotion and reviews work precisely through that group.
On ceskepodcasty.cz your fans can leave ratings directly on the podcast page. Every rating and comment increases credibility and contributes to SEO, because the page becomes an active and relevant source in the directory.
9. Context and editorial picks
Algorithms are not everything. Context plays a major role too. Interviews with creators, thematic selections on portals and mentions in the media can bring listeners to an episode long after it was published. If you have an interesting story or a unique format, briefly introduce it to the curators who select podcasts for articles and playlists. České podcasty regularly publishes editorial picks. You can apply for inclusion and so secure long-term visibility. In the future we want to add further tools to your page so that your presentation is as rich as possible.
10. Quality, consistency and patience
Quality content is the foundation. Listeners appreciate good sound, a concise introduction and a clear structure. Regular publishing builds a habit. Shows that come out steadily grow faster than those that come out irregularly. Be patient, because visibility is a process made up of many small steps. Each optimisation adds up and brings in new listeners.
11. AI feeds and what they mean for your visibility
This year’s Podcast Index data has changed the economics of visibility. In a 24-hour window on 15 April 2026, 44.6% of newly added shows were labelled “likely legitimate” and 45.7% were potentially AI-generated. For new podcasters this means space in every category is now more crowded, and algorithms have to filter through more new content every day. A specific description, a clear authorial identity and an active community help your show stand out from the mass.
From 2 August 2026, moreover, Article 50 of the EU AI Act applies, requiring the labelling of origin for AI-generated audio content. If AI generates part of an episode or the whole show, expect disclosure to become a regulatory standard, and listeners will expect information about the AI origin.
Building visibility is a complex discipline. Content, marketing and distribution complement one another. Clear categorisation, specific titles and descriptions, a strong visual identity, transcripts and a central website, presence on all platforms, a video strategy, collaboration and community activity together form a whole that leads to long-term growth. We will keep helping you with this, for example by providing a single place for your podcast where you can add all the important links, extend your description and gather ratings from fans. This increases credibility and SEO and makes the path to new listeners simpler.
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