Topic: Podcast Data

Tom reveals he has signed up for the PodHerd tool on a paid tier to integrate Search Console and manage his own domain via CNAME. He explains this shift as a move toward "building his own house" rather than relying on third-party platforms for his digital presence. This transition marks a change in his philosophy from skepticism to active implementation of discoverability infrastructure.

Maya and Tom introduce the concept of compounding data in podcasting, focusing on how back catalogs perform over long horizons. Maya reports on her three-week experiment with a new podcast feed, noting that while pages are being indexed by Google, the initial traffic numbers remain small. Tom argues that three weeks is insufficient for a dataset and prepares to explain why the growth curve of a podcast differs from typical expectations.

Maya and Tom introduce a technical episode of How to Get Discovered focused on transcript indexing and search engine behavior. Maya establishes a ground rule requiring Tom to define every technical term or three-letter acronym used, such as structured data, to ensure the conversation remains accessible to listeners. Tom hints at a personal admission regarding his own podcast setup to be revealed later in the episode.

Tom admits to starting a three-month experiment by setting up a feed on the PodHerd starter tier to test the discoverability theories discussed throughout the season. While he is currently using the podherd.com domain rather than a custom CNAME, he intends to use the resulting data to validate Maya's claims about search performance. The hosts conclude the episode by previewing next week's discussion on data compounding.

The podcast industry's current rate cards are built on the assumption that listens are front-loaded, which may be incorrect for discoverable shows. While back-catalogue listeners have different intent and engagement levels than launch-week fans, their value is not zero. Demonstrating this ongoing reach provides podcasters with a stronger negotiating position, turning discoverability into a tangible financial advantage.