The Edward Show

Edward Sturm
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Daily SEO advice, hacks, and interviews with some of the top voices in search engine optimization, as well as sit-downs with many undiscovered talents.

  1. -3 H

    Do LLMs Actually Use Schema? The Duck Test That Broke SEO

    E956: Do large language models actually use schema the way SEOs think they do? A recent test by Mark Williams-Cook set out to answer that question. He created a fictional company and added completely fabricated schema types to the page - things like "FlockName," "WaddleStyle," and "MigrationPattern." None of it was valid structured data. When ChatGPT and Perplexity were asked for the company's address, they returned the made-up data from the schema anyway. What does that mean? It means that LLMs are not interpreting structured data in the way many "generative engine optimization" advocates claim. Instead, they treat schema like any other text in the HTML. In this episode, I cover: - The full breakdown of the Duck Yeah T-Shirts schema experiment - Why invalid schema was still surfaced by ChatGPT - Whether LLMs are parsing structured data in real time - Why body content appears to matter more than tags or markup - Charles Floate's take on schema and entity reinforcement - How "sameAs" schema actually works in practice - When schema still makes sense for traditional Google search - What John Mueller has publicly said about structured data and rankings - Whether schema can influence AI citations - The risks of trying to "hide" text in schema for LLM visibility We also discuss: - Consensus schema in competitive SERPs - Entity trust and validation signals - YMYL niches and domain-level trust - Why click-through rate may be the only indirect ranking benefit of structured data If you care about SEO, AI search visibility, or understanding how LLMs actually process web pages, this episode walks through the logic step by step. ⭐️ Mark Williams-Cook's experiment - https://www.linkedin.com/posts/markseo_seo-share-7424067359088455680-vNFv/ ⭐️ John Mueller's schema comment - https://bsky.app/profile/johnmu.com/post/3lmoenzsfwc2c 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 👨‍💻 Edward Sturm on Grokipedia - https://grokipedia.com/page/Edward_Sturm 00:00 Do LLMs Use Schema? 00:25 Mark Williams-Cook's "Fake Schema" Experiment 02:23 The Shocking Results 02:47 Schema Treated Like Regular HTML Text 03:12 Charles Floate's Take: What Schema Is Really For 04:47 "SameAs" Schema For Entity Linking & Trust 07:29 Entity Trust, YMYL, and Why SameAs Can Be a Growth Hack 08:14 When Schema Helps (SERP Features & CTR) 09:27 John Mueller: Structured Data Doesn't Boost Rankings 10:11 Final Verdict: Schema Won't Boost LLM Presence (and Hidden Text Risks) 10:58 Wrap-Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #answerengineoptimization #generativeengineoptimization #seoschema

    12 min

  2. -1 J

    The "More Content" Lie That's Destroying Your SEO (Shopify Example)

    E955: For years, SEO advice has repeated the same idea: publish more content, rank for more keywords, get more traffic. That model is breaking. I sit down with Harpreet Singh to explain what's happening right now in search - including why large sites with thousands of "best" listicles and AI-assisted blog posts are seeing dramatic traffic declines. We walk through Shopify's collapse and look at what happens when organic pages increase by thousands while traffic trends downward. The takeaway isn't that AI is bad. It's that scale without control will become a liability. If you run a business that depends on organic traffic, this conversation matters. We cover: - Why "more pages = more traffic" is no longer reliable - What Google appears to be targeting in recent updates - The risk of scaling listicles and "best of" content - Patterns that make AI-generated content easy to detect - Why domain authority can delay penalties - but not prevent them - How algorithm hits impact SEO, AI Overviews, and ChatGPT visibility - The long-term cost of aggressive content scaling - Why small businesses get hurt faster than large brands - Whether "best" pages can still work - and under what conditions - How to think about SEO if you plan to be in business for 10–20 years We also discuss: - Signs of low-effort AI content - How overpublishing can dilute site quality - Why ranking for fewer high-converting terms can outperform ranking for thousands - The difference between short-term traffic spikes and long-term search stability This is not a "don't use AI" episode. It's a conversation about control, intent, and strategy. ⭐️ Harpreet Singh's Personal Site - https://harpsdigital.com  ⭐️ Harpreet on X - https://x.com/harpreetchatha_ ⭐️ Harpreet's Newsletter - https://seoespresso.com ⭐️ Harpreet on LinkedIn - https://linkedin.com/in/harpreetsingh8/ ⭐️ Harpreet on TikTok - https://tiktok.com/@seoharp ⭐️ Harpreet on YouTube - https://youtube.com/@harpsdigital  💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Google Is Nuking Low‑Effort AI Content 01:12 What Google's Targeting: Massive Page Volume + "/best/" Listicles 03:27 What "Low‑Effort AI" Looks Like 04:10 Using Wikipedia's "Signs of AI Writing" to Improve Prompts 07:37 Shopify: Pages Up, Traffic & AI Visibility Down 09:23 Why "More Pages = Better SEO" Is a Myth (Local Example) 11:44 Live Teardown: The 'Motivational Quotes' Page and Zero Business Value 13:12 Inside Shopify's "Best" Pages: Affiliate Program Listicle Format 16:20 Why Some 'Best' Articles Still Rank 19:10 HubSpot, Asana & AI‑Content Sites Getting Crushed 22:19 Manual Actions, Recovery Timelines, and Domain Damage 23:29 Wrap‑Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #generativeengineoptimization #digitalmarketing

    25 min

  3. -2 J

    Unconfirmed Google Update Wiping Out Top of Funnel Sites (Here's What's Surviving)

    E954: We may be in the middle of another Google algorithm update - and for some sites, the impact has been severe. From February 5th to February 7th, one of my top-of-funnel sites lost 50% of its organic traffic. Then, just a few days later, traffic rebounded completely. At the same time, my bottom-of-funnel pages remained stable. In this episode, I break down what's happening, what the SEO community is reporting, and why certain types of sites are getting hit harder than others. We cover: - The recent spike in Google search ranking volatility - Reports from the SEO community and data from tracking tools - How Google has not confirmed this update - The connection (and non-connection) to the February 2026 Google Discover Core update - Why informational and top-of-funnel content appears to be more volatile - Why bottom-of-funnel SEO pages are remaining stable - The risks of depending on Google Discover and pure ad revenue - A practical strategy to shift from traffic-focused SEO to conversion-focused SEO I also share: - Real examples of volatility from WebmasterWorld and industry chatter - My experience recovering from a 50% traffic drop - How to identify overlooked purchase-intent keywords - How to use competitor rankings to uncover under-optimized bottom-of-funnel opportunities - Why "best X for Y" keywords are not the real opportunity - How to create products, tools, or affiliate plays that reduce algorithm risk If your strategy relies heavily on informational traffic, news content, or ad monetization, this episode will help you rethink your keyword targeting. The core takeaway: volatility tends to hit broad, informational queries much harder than narrowly targeted purchase-intent queries. There are still large gaps in Google's results for specific bottom-of-funnel searches - and those gaps are where stability and revenue are being built. ⭐️ Google Search Ranking Volatility Gets Heated Again February 10th - https://www.seroundtable.com/google-search-ranking-volatility-february-10-40910.html ⭐️ Google Is Firing Shots: Self-Promotional Listicles Are Getting Wiped Out - https://youtu.be/5cwyFAElmw0 ⭐️ Google Just Cut News Traffic in Half (51% → 27%) - Now What? - https://youtu.be/r6f9wS_SVcM ⭐️ Vibe Coding for SEO: Building Rankable Apps, Tools, and Revenue in Minutes - https://youtu.be/-Cn03azU0GY 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction to the Google Algorithm Update 00:33 SEO Community Reactions and Insights 01:50 Personal Experiences and Observations 03:41 Strategies for Navigating Algorithm Changes 05:54 Keyword Targeting Recommendations 07:59 Creating and Selling Products 09:36 Conclusion and Final Thoughts The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #googlealgorithmupdate #seonews #digitalmarketing

    11 min

  4. -3 J

    Your SEO Titles Are Lying to Visitors (Here's How to Fix It)

    E953: I break down a very common mistake I see when people use my SEO page title formula - and why it quietly hurts conversions. You can write a great page title. 
You can include your keyword. 
You can add the benefit. And still lose the conversion. The problem isn't the title. It's what happens after someone clicks. When your page title promises a specific benefit but your page doesn't immediately deliver on that benefit, visitors feel the disconnect. They were primed to get something specific - and instead they get generic content. That gap reduces trust, increases bounce, and lowers conversions. In this episode: - The page title formula I use (Keyword | Benefit | Brand) - Why including a benefit changes how searchers behave - Why Google is more likely to use your titles when they stand out - The mistake almost everyone makes after rewriting their titles - How to align your above-the-fold copy with search intent - Why adding a simple summary (like a TL;DR) can increase conversions - The difference between optimizing for clicks vs. optimizing for conversions - How this applies differently to informational keywords vs. purchase-intent keywords If you're targeting SEO traffic but not seeing conversions, this episode will show you what's missing. I also reference a case study from the SEO subreddit where simply adding short summaries increased conversions by 33%, and explain why that works from a user behavior standpoint. If you want to see the full page templates I use for conversion-focused SEO landing pages, you can learn more about my course here: https://compactkeywords.com And new episodes every day until I collapse. ⭐️ How Adding TL;DR Boosted My Conversions by 33% - https://www.reddit.com/r/SEO/comments/1h3qstq/how_adding_tldr_boosted_my_conversions_by_33/ 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction to Page Title Formula 00:29 Common Mistake with Page Title Formula 00:38 Detailed Breakdown of the Formula 01:22 Importance of Brand Name in Page Titles 02:11 The Critical Mistake: Ignoring the Benefit in Copy 03:27 Case Study: TLDR Boosting Conversions 04:51 Optimizing Pages for SEO 06:43 Conclusion and Personal Note The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #onpageseo #seocopywriting #digitalmarketing

    8 min

  5. -4 J

    Creating Research Report Linkable Assets That Journalists Actually Share

    E952: I break down how to create research report linkable assets that journalists want to share - without needing proprietary data, expensive surveys, or massive resources. This approach has produced dozens, and in some cases hundreds, of high-quality backlinks by using existing studies, a clear point of view, and very targeted outreach. The work itself is not complicated. Most people fail because they take the wrong approach. What this covers: - What a "research report linkable asset" is and why it works - How articles like SEO Sherpa's 21 SEO Experiments article earned over 200 backlinks using other people's data - Why niche targeting consistently outperforms mass outreach - How to use ChatGPT agent mode to find studies, reports, and before/after data responsibly - How to turn multiple studies into a single, compelling research narrative - Why writing in a real human voice matters more than people think - How tone and respect influence whether someone shares your content - A simple way to aggregate findings into a strong headline hook - How to rate and structure studies so the article feels original - The difference between pitching the wrong journalist and the right one - How to find journalists who already agree with the perspective you're presenting - Why most link building emails get ignored or deleted - Examples of pitches that fail vs pitches that get shared - How this strategy builds links, topical authority, and long-term trust at the same time Who this is for - SEOs and marketers who want links from real publications - Founders and site owners who don't have original research data - Anyone tired of generic link building tactics that don't work - People who want to earn links by being useful, not annoying Key takeaway You don't need original data to earn high-quality links. You need a clear perspective, solid sourcing, respect for the people you cite, and outreach that is actually targeted. When those pieces line up, the results compound. 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction to Creating Research Report Linkable Assets 00:35 The Power of a Niche Targeted Approach 01:18 Using ChatGPT for Research 01:49 Crafting Shareable Content 03:30 Targeted Outreach Strategies 05:08 The Importance of a Unique Perspective 07:51 Wrapping The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #linkbuilding #linkableassets #backlinks

    9 min

  6. -5 J

    Why Google Crawls Your Page but Refuses to Index It (And How to Fix It)

    E951: I break down one of the most frustrating messages in Google Search Console: "Crawled, currently not indexed." Your page was crawled. There were no errors. No noindex tags. No robots.txt issues. And yet Google still refuses to index it. I explain what this status means, why it happens, and one common cause almost nobody talks about - along with a simple fix you can apply immediately. What you'll learn: - What "crawled, currently not indexed" really means inside Google Search Console. - Why this status is not caused by 404s, noindex tags, blocked resources, or server errors. - The difference between crawling and indexing in Google's systems. - The most common reasons pages get crawled but declined for indexing. - Why authority, competition, and topical relevance matter. - An overlooked reason Google may skip indexing your page entirely. The key insight: Google doesn't just ask "Can we index this?"
 It asks "Does this page add distinct value compared to what we already have?" One of the strongest signals for that decision is your page title. I walk through: - Why generic or near-duplicate page titles can prevent indexing. - How page titles signal value and differentiation to Google. - A simple page title formula you can use on any site. - Real examples across informational and bottom-of-funnel keywords. - How better titles can improve click-through rate and user patience. The page title formula covered: - Target keyword - Clear benefit or searcher goal - Brand name - Separated cleanly for clarity and intent I also show how this approach helps: - Differentiate your content in crowded SERPs. - Protect your pages from future competition. - Improve user engagement after the click. - Increase the chances your page gets indexed in the first place. If you're tired of publishing content that Google crawls but never shows in search results, this episode will help you understand what's happening and what to change. ⭐️ The Reddit post - https://www.reddit.com/r/SEO/comments/1qzt59k/understanding_crawled_not_indexed_in_gsc_an/ 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction to Crawled, Currently Not Indexed 00:18 Understanding 'Crawled, Currently Not Indexed' 01:43 Common Causes and Solutions 02:08 The Importance of Unique Page Titles 03:02 Examples and Practical Tips 07:35 Using ChatGPT for Page Titles 08:15 Conclusion The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #googlesearchconsole #digitalmarketing #seo

    10 min

  7. -6 J

    He Invented a Term - and Got Google & AI to Believe It

    E950: David Quaid returns to the podcast to show how simple SEO can be. Instead of chasing competitive keywords, buying tools, or following complex frameworks, David invents a brand-new term - 'Funfluencer' - publishes a two-sentence blog post, and gets it indexed, ranked, and cited by both Google and AI systems like Perplexity. The result: a made-up term treated as a real concept, complete with definitions, explanations, and citations generated by AI - all without backlinks, schema, or long-form content. We break down exactly what happened, why it worked, and what it proves about modern SEO and AI retrieval. What's covered: - How inventing a term can be easier than competing for existing keywords - Why low or zero search volume keywords are often ignored - and exploitable - How Google indexed and ranked a two-sentence blog post - Why "thin content" isn't defined the way most people think it is - How AI tools like Perplexity infer meaning and expand on minimal source material - How internal links, backlinks, and schema were not required in this example - How authority is passed from existing pages without clear or visible metrics - The disconnect between common SEO advice and what actually works - How to practice SEO safely without tools, subscriptions, or risk - A repeatable approach anyone can test on their own site This is a practical demonstration, not a theory.
No tools.
No research software.
No backlinks.
No long content. Just clear intent, basic on-page structure, and understanding how search and AI systems work. If you've ever struggled with indexing, ranking, or felt overwhelmed by SEO advice, this episode is meant to reset the conversation and show what's possible with a much simpler approach. ⭐️ David Quaid on 𝕏 - https://x.com/DavidGQuaid ⭐️ David Quaid on LinkedIn - https://www.linkedin.com/in/davidquaid/ ⭐️ David Quaid's agency - https://primaryposition.com/ 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction and Welcome 00:09 Inventing and Ranking a New SEO Term 01:30 Defining 'Funfluencer' 03:03 SEO Strategies and Internal Linking 04:38 Debunking SEO Myths 11:55 Practical SEO Tips and Examples 17:38 Conclusion and Farewell The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #answerengineoptimization #generativeengineoptimization #digitalmarketing

    18 min

  8. 8 FÉVR.

    The Backlink Strategy That Gets Me 20 Journalist Links a Month

    E949: Most people fail at journalist link building because they pitch what they want to say - not what the journalist is actually looking for. I break down the exact approach I use to consistently get featured by journalists across platforms like HARO, Source of Sources, Featured, and Quoted. When I'm actively link building, this method gets me around 20 journalist backlinks per month, with acceptance rates that are significantly higher than average. Journalists usually tell you exactly what they want. The mistake most people make is ignoring that and trying to "educate" the journalist instead. This episode is about recognizing the angle, responding correctly, and knowing when not to pitch at all. We cover: - Why journalists ignore most pitches, even from credible experts - How to identify what a journalist is already trying to confirm - Why many articles are already written before a quote is requested - How journalist bias and deadlines shape what gets accepted - Real examples from Source of Sources, broken down line by line - What types of answers are almost guaranteed to be ignored - How effective link builders structure their responses - When responding is a complete waste of time - Why credibility alone is not enough - How to avoid getting links that hurt your brand long-term Examples discussed: - Chefs being asked to recommend meals at popular restaurant chains - Cleaning and organizing experts being asked about common mistakes - Ecommerce founders being featured for lessons learned and hard-earned insights Each example shows how journalists clearly define: - The angle they want - The answers they will accept - The answers they will not accept Important boundaries: - Why you should never pitch something that directly contradicts your public stance - When a backlink is not worth the tradeoff - How to avoid lying or misrepresenting your experience - Why some highly effective tactics are not right for every brand I also explain: - How often I respond to journalist queries - Why one high-quality response per day is enough - My acceptance rate on Featured - How this fits into my broader SEO and link building strategy 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction to Backlink Strategy 00:29 Understanding Journalists' Needs 01:41 Examples of Effective Pitches 02:52 Ethical Considerations in Link Building 05:49 Maximizing Acceptance Rates 10:12 Conclusion and Additional Resources The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #linkbuilding #backlinks #publicrelations

    12 min
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À propos

Daily SEO advice, hacks, and interviews with some of the top voices in search engine optimization, as well as sit-downs with many undiscovered talents.

Informations

  • Création
    Edward Sturm
  • Années d’activité
    2023 - 2026
  • Épisodes
    954
  • Classification
    Contenu explicite
  • Copyright
    © 2023
  • Site web de l’émission
    The Edward Show

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