A podcast description is like a book jacket. It’s what people read after the title has drawn them in but before they decide to start reading. Much like an author would labor over their book jacket, podcasters also need to labor over their podcast description.
A podcast description has three jobs:
- be explanatory
- be search-friendly
- be succinct.
Think about the who, what, where, when, and why — or at least a few of them. Who hosts your podcast, what is it about, and why should someone listen?
Feeling stuck? In one or two sentences, what is your show about? How would you describe it to a friend? That answer, with some slight tweaks, is a good starting place for a description.
People often think of search engines as sites that help you find websites, like Google or Yahoo, but every podcast directory (Apple Podcasts, Stitcher, TuneIn, Messy) is also a search engine. Having descriptive keywords in your podcast description means that these are likely terms a potential listener would type into the podcast directory when they are searching for a show like yours.
For example, if your podcast is about fostering kittens, you might use words like kitten, cat, fostering, adoption, and animal adoption in your description. So when someone looking for a new podcast about “animal adoption” types that search term into Apple Podcasts, your show will come up because “animal adoption” is in the description. The trick is to use the words naturally; too many keywords squished into a small space won’t sound good or be very readable. This article has even information about finding the right words to choose.
The Apple Podcast mobile app cuts off descriptions with a “more” link after 3 lines of text, or about 50 words. You want the most engaging part of the description to be before this point, so that people are intrigued enough to click the link and read the rest! On Messy, your description can be much longer, but you still want the most important information at the top.