Last Updated on May 26, 2025 by Becky Halls
So you’ve launched a podcast. The mic sounds great. Your guests are brilliant. Your content? Chef’s kiss.
But… your website traffic is flat. Your organic visibility is low. And when you Google your show, it’s buried under a sea of Spotify clones and old episode pages.
Sound familiar?
Enter podcast link building: a massively underutilized SEO tactic that’s about to become your podcast’s secret weapon. Whether you’re running a business podcast, guesting on shows, or promoting your brand through audio, building links through podcasting can dramatically improve your authority, discoverability, and traffic.
Let’s unpack what podcast link building is, why it works, and exactly how to make it part of your growth strategy.
What Is Podcast Link Building?
Podcast link building is the practice of earning backlinks through podcast-related activity – whether that’s hosting, guesting, or promoting podcasts.
Some common sources of podcast backlinks include:
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Guest appearance bios on host websites
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Show notes and episode pages
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Transcription content linking to your site
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Podcast directories (like Apple, Spotify, Podchaser)
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Blog posts that review or quote your podcast
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PR placements featuring your episodes
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Podcast-related guest blogs and roundups
In short, any podcasting activity that gets your website linked from another site = link-building gold.
Why Podcast Link Building Is So Effective
Let’s be honest: traditional link building can be a grind. Cold outreach. Ignored emails. Content swaps with dubious relevance. But podcasting flips the model.
Here’s why podcast link building is different, and better:
1. Built-In Backlink Opportunities
Every time you appear on someone else’s podcast, they’re likely to:
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Mention you in their show notes
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Link to your homepage or a relevant article
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Tag you in social media posts (bonus visibility!)
One guest appearance = multiple high-quality, contextual backlinks. Effort-to-result ratio? Chef’s kiss again.
2. Authority Without the Pitching Pain
Most podcast hosts want guests. You’re not interrupting – they need you. That means less outreach rejection, more link opportunities.
Plus, many podcast sites have solid domain authority, especially in niche industries.
3. Content + SEO Synergy
Podcast link building creates content and SEO value at the same time. While you’re promoting ideas via audio, you’re also creating:
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Transcripts (text = indexable)
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Quotes for blogs
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Opportunities for others to reference and link back
That’s triple-dipping your effort. And Google loves it.
Common Pain Points Podcast Link Building Solves
If your podcast (or site) is suffering from any of the following, link building might be the missing piece:
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🎧 Great episodes, but low search visibility
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📉 Poor organic traffic despite good content
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🕵️♂️ No mentions or links from industry websites
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😩 Frustration with traditional SEO tactics
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🚫 Low domain authority and slow rankings
Incorporating podcast link building can boost both your podcast’s discoverability and your website’s overall SEO performance.
Actionable Techniques for Podcast Link Building
Let’s get practical. Here’s how to actively build links through podcasting, without sounding like a spammy SEO bro.
1. Be a Guest on Other Podcasts
This is the most direct (and scalable) strategy.
Steps:
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Identify relevant shows in your niche (use ListenNotes or Podchaser)
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Pitch yourself as a guest with a unique angle
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Include a preferred URL in your guest bio (not just your homepage!)
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Follow up to ensure you’re linked in their show notes
Example:
A nutrition expert appears on “Biohack Weekly” → Gets a link in show notes → Traffic + SEO win.
2. Turn Each Episode Into a Link Magnet
Don’t just upload audio. Build an ecosystem around each episode:
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Publish full transcripts (great for keywords and internal linking)
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Add outbound links to guests’ sites (encourages reciprocal backlinks)
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Include a resources section with anchor links to your blog
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Use proper on-page SEO (titles, meta descriptions, image alt-tags)
The more valuable your episode page, the more likely others will link to it.
3. Submit to Podcast Directories & Review Sites
Don’t underestimate the SEO value of directories. Many allow:
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Links to your website
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Category-specific listings
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Rich profiles (often with dofollow links)
Try:
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Podchaser
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ListenNotes
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Apple Podcasts
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GoodPods
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PodcastIndex
Bonus: these platforms also improve your discoverability outside Google.
4. Write Guest Posts Based on Podcast Topics
If you host a podcast, reuse your content!
Turn your episode insights into blog posts and pitch them to other websites. Include backlinks to:
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The episode itself
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Your homepage or pillar content
This positions your podcast as the authority and drives links.
5. Pitch Industry Roundups or Curated Lists
Got a unique angle? Submit your podcast for:
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“Top 10 Podcasts in [Industry]” lists
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“Best Episodes on [Topic]”
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Expert roundups
These roundup posts often include dofollow links – and rank for months or even years.
Real-World Case: B2B Podcast Link Surge
One B2B SaaS founder appeared on 15 industry podcasts in 3 months. Each show:
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Linked back to his product’s homepage
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Featured his case study content
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Shared clips on social media with backlinks
Result?
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Over 40 new backlinks
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Domain rating jumped from 31 → 45
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Organic traffic increased by 68%
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New partnership inquiries from podcast listeners
All without writing a single cold outreach email.
Final Thought: Podcast Link Building = SEO That Talks Back
If you’re podcasting and not thinking about backlinks, you’re leaving SEO wins on the table.
Podcast link building is a strategic, scalable, and human-friendly way to build authority, visibility, and trust. Whether you’re guesting, hosting, or promoting, the SEO value is baked in – you just need to claim it.
And with platforms like 3way.social, you can track, manage, and amplify these links ethically – no shady deals or spreadsheets needed.
FAQ: Podcast Link Building
What is podcast link building?
It’s the process of earning backlinks through podcast guesting, hosting, or promotions to improve your SEO and domain authority.
Why is podcast link building important?
It combines content marketing and SEO. You get backlinks, brand visibility, referral traffic, and authority all in one strategy.
How do I start podcast link building?
Start by guesting on relevant shows and ensure you’re linked in the show notes. Also optimise your own podcast pages for backlink attraction.
Do podcast links help SEO?
Yes! Especially when they’re dofollow and placed on relevant, high-quality podcast websites or directories.
What tools can help with podcast link building?
Try 3way.social for tracking backlink exchanges, Podchaser for research, and ListenNotes to find guesting opportunities.
