Not because the content is bad. Not because the idea is wrong. Because the words around it, the title, the description, the show notes, the transcript, were never written with discoverability in mind. Podcast SEO is one of the most consistently underused growth tools in the medium, and it costs nothing but attention. Today we go through what actually works in 2026.

That growth is being driven by listeners finding episodes through direct Google search rather than opening a podcast app. The audience finding your show through search is growing, but only if your episodes have a text foundation for search engines to read.

85% of people watch video on mute. If you are posting video clips from your episodes without captions, most of the people who see those clips are watching in silence and missing everything you are saying. Captions are not just an accessibility feature. They are the difference between your clip landing and being scrolled past.

Guest appearances have always been a recognised growth tactic. What has changed in 2026 is the SEO dimension. When you appear on another podcast, the host typically publishes show notes, a transcript, and links back to your site. Each of those is a credible backlink from a relevant domain, exactly the kind of signal that tells search engines your show has authority in its niche.

The compounding effect is significant. A single guest appearance on a well established show in your category can generate more search authority than months of publishing your own episodes, because it creates external links, reaches a new audience, and signals to algorithms that trusted sources consider you worth featuring.

The practical approach is straightforward. Identify ten shows in adjacent niches whose audience overlaps with yours. Reach out with a specific pitch, not a generic "I'd love to come on your show" message, but a clear angle tied to something your host has already covered. One guest appearance a month, done consistently, will compound into meaningful search visibility and audience growth over a year.

What used to be treated as a favour between podcasters is increasingly being managed as a formal content strategy. The shows growing fastest in 2026 treat guest appearances as infrastructure, not a bonus activity.

Podcast listening slowed down in June, as is usual for summer, but the biggest publishers like iHeart Audience Network and iHeartPodcasts held their top spots. “Crime Junkie” became the most listened-to podcast, moving The Daily to second place. Video is also becoming a big part of podcasting, with many networks now getting a large part of their audience from platforms like YouTube, TikTok, and Instagram.

Netflix is expanding its podcast selection by making two Vox Media Podcast Network shows, “Unexplainable” and “Switched On Pop,” exclusive to its platform. Video episodes will be available only on Netflix, while the audio versions can still be heard on other podcast apps. This move comes as more viewers watch podcasts on screens, with Netflix forming more partnerships to boost its podcast lineup.

A new study shows that video podcasts offer advertisers unique benefits compared to audio alone, combining trusted voices with engaging visuals. Video podcast ads drive more immediate actions, like purchases and brand searches, while also keeping high levels of viewer attention and trust. The research suggests that video and audio podcasts work best together, giving advertisers more ways to reach and connect with their audience.

P.S. If this isn’t for you but you know someone who’d be a great fit, please forward this email. We appreciate your support more than ever.