PR used to mean getting written about. Increasingly it means getting cited — by AI Overviews, ChatGPT, and Perplexity when a buyer asks who the experts in your space are. Podcasts are one of the most direct ways to plant that flag.

“Most people don’t think of a podcast appearance as an SEO event. It absolutely is.”

— Jason Wade

Models cite what the web associates with you

Language models answer by surfacing consensus — what the broader ecosystem says about you and who it mentions you alongside. Every episode you appear on adds another data point tying your name to your topic, in transcript text that gets crawled, summarized, and echoed. The more of those associations exist, the more likely you are to be the name the model reaches for.

Earned, not declared

You can’t declare yourself an authority to an algorithm; you have to be talked about like one. A steady cadence of relevant guest appearances is how you manufacture that — real conversations, published in credible contexts, on the exact topics you want to own. It’s PR you can actually schedule.

Being quotable to humans and citable to machines is the same job now. Podcasts do both at once.

Read the source conversation: Jason Wade on the Unscripted SEO Podcast. More in the Why Get On Podcasts hub.