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. 1 DAY AGO

    How IBM Took Over "AI" Keywords on Google (And What You Can Steal)

    E1012: How IBM managed to rank at the top of Google for some of the most competitive keywords in the world, including "AI," "AI agent," and "what is AI." We go through a real case study of IBM's content strategy, based on analysis from Lars Lofgren, and look at what they're doing right, what they're getting away with, and what you can apply to your own SEO strategy. This is one of the clearest examples of what Google currently rewards in B2B content. What you'll learn in this episode: - How IBM structures top-of-funnel content to rank for extremely competitive keywords - Why answering the search query immediately (above the fold) matters more than ever - How internal linking is used to pass authority across an entire content ecosystem - The role of media (images and video) in keeping users engaged and improving rankings - Why "perfectly optimized" content often feels bland - and why that's working - How IBM removes obvious AI-writing signals on high-value pages - Where IBM is over-optimizing (keyword stuffing) and why they still get away with it - The risk of expanding too far beyond your core topics (and what happened to HubSpot) - Why most companies fail when they try to scale content too aggressively - How legacy authority plays a role - and how to adapt these tactics if you don't have it I also share how I approach SEO differently, focusing first on bottom-of-funnel, high purchase intent keywords before expanding into top-of-funnel content like this. If you're trying to understand what it actually takes to rank for highly competitive terms today, this episode gives you a clear, practical breakdown. ⭐️ Lars Lofgren's breakdown - https://www.linkedin.com/posts/larslofgren_this-might-be-the-most-successful-b2b-seo-activity-7447692784615981057-qG8u/ 🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/ 💎 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 IBM Dominates AI Keywords 01:05 Lars Lofgren Breakdown 01:56 HubSpot Greed Warning 03:09 Inside IBM What is AI Page 04:29 Internal Linking Flywheel 06:39 AI Agent Page Wins 07:06 Keyword Stuffing Critique 09:18 Podcast Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #digitalmarketing #performancemarketing

    10 min

  2. 1 DAY AGO

    AI Is Flooding SEO… And That's Why It's About to Get Easier

    E1011: Why the rise of AI-built ("vibe coded") websites is going to make SEO easier, despite the slight increase in websites properly targeting keywords. Most people think AI will increase competition because it makes it faster to create pages targeting keywords. That part is true. But they're missing the more important point: most AI-generated pages are not built to convert, and that creates an opportunity. I walk through a real example from a company I'm funding, where we used AI to build a site from scratch and then had to rethink the entire approach. The result led to a clear strategy for using AI the right way in SEO. We cover: - Why AI-generated pages will rank but often fail to convert - How anchoring affects the way you build pages with AI - The difference between letting AI create everything versus using it as an assistant - Why outlining your pages yourself leads to better engagement and conversions - How better structure improves link building, branding, and outreach - Why engagement signals like click-through rate, bounce rate, and time on page matter more - How to think about search intent beyond what AI generates - The process we use to build higher-converting pages - Writing page structure manually before using AI - Using AI to refine and improve clarity instead of generating from scratch - Reviewing pages for benefits, completeness, and positioning - Adding elements like FAQs, testimonials, and strong calls to action - Why topical authority improves when pages are planned intentionally - How to align SEO pages with link building, outreach, and overall marketing The main idea is simple: AI is a powerful assistant, but a poor architect. If you rely on it to generate entire pages, you'll likely end up with content that ranks but doesn't perform. If you guide it with clear structure and intent, you can outperform fully AI-generated competitors. If you're doing SEO right now, this change in thinking is worth paying attention to. 🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/ 💎 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 Vibe Coding Changes SEO 00:50 Real Project Case Study 01:41 Why AI Pages Convert Worse 02:11 Anchoring Explained 05:30 Better Workflow With AI 05:50 Outline to Publish Process 07:33 Rankings vs Conversions 08:08 Beating Vibe Coded Brands 09:27 Wrap Up The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #aiseo #digitalmarketing #seo

    10 min

  3. 2 DAYS AGO

    LLM SEO, Unlinked Mentions & Chiang Mai's Wildest Ranking Tactics

    E1010: Jabez Reuben joins the show to talk about what is working in SEO, especially as search changes with LLMs, AI overviews, and shifting Google results. We get into why Chiang Mai has become such a strong place for SEO, how Jabez got started in the industry after moving there, and why the local community helped shape the way he works. From there, we go deep into his approach to SEO: keep it simple, avoid overcomplicating things, and focus on execution instead of getting stuck chasing the perfect strategy. A big part of this conversation is about how off-page SEO is changing. Jabez explains why he is putting so much attention on unlinked brand coverage, off-page topical authority, and what he calls consensus. We talk about why links still matter for Google, but why mentions, supporting content, and repeated third-party coverage may matter even more when it comes to LLM visibility. We also break down the listicle strategies he is testing, how he uses guest posts on mid-tier sites, why fresh articles often beat trying to get inserted into old ones, and how his team is thinking about exact match domains, Reddit, YouTube, and other surfaces that show up in search and AI-generated answers. There is also a long section on practical SEO tactics, including image link building, testimonial outreach, guest posting criteria, content structure, keyword intent, brand building, and how to think about E-E-A-T in a simpler and more useful way. Topics covered: - Why Chiang Mai has such a strong SEO community - How Jabez accidentally got into SEO after moving to Thailand - Why newer SEOs often get stuck in perfectionism - Why simple execution usually beats complicated planning - How Jabez thinks about SEO using the 80/20 rule - What he is currently testing for LLM rankings - Why listicles are still working in both Google and AI-driven search - How off-page topical authority works - Why consensus may matter more than links in LLM SEO - The difference between linked and unlinked brand coverage - Why fresh guest posts can outperform old listicle insertions - What Jabez looks for in sites before publishing guest content - Why crawler access matters for AI visibility - How he uses Ahrefs to evaluate publishing opportunities - What he is testing with exact match domains - Why even low-authority sites can influence LLM results - How unlinked mentions can still affect rankings and visibility - How supporting article networks are built around a brand - Why Reddit and YouTube are becoming more important - How social posts and syndicated content can influence search results - Why brand building helps both SEO and LLM performance - How Jabez defines E-E-A-T in practical terms - How founder visibility and team coverage can strengthen a brand - Why podcasts, speaking, and public content creation matter - How to think about high-intent keywords in 2026 - Why LLM search intent is often longer and more detailed - How to build content around narrow scenarios and subcategories - Why bottom-of-funnel and scenario-based pages still matter - How to start SEO from scratch in today's environment - White-hat image link building tactics - Testimonial outreach for homepage links - Why some traditional link tactics still work - What may change in SEO over the next few years If you are interested in SEO, AI search, off-page strategy, link building, or brand visibility, this episode is packed with practical ideas and live-tested approaches. ⭐️ Jabez Reuben's agency https://theblueprints.co/ ⭐️ Jabez Reuben on LinkedIn - https://www.linkedin.com/in/jabezreuben/ ⭐️ Jabez Reuben on 𝕏 - https://x.com/jabezreuben 🚀 Learn SEO for free - https://freeseoknowledge.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 Thailand SEO Community 00:30 How He Started SEO 01:19 Simple 80 20 SEO 02:00 Stop Perfectionism 04:53 LLM Listicle Strategy 11:22 Guest Posting Criteria 14:34 Testing Exact Match Domains 19:56 Reddit And Parasite SEO 22:00 YouTube Citations Hack 30:50 Consensus Over Links 35:26 Listicle Length And AI 38:55 Unlinked Coverage And Links 42:06 Creative Link Building Stories 43:22 Image Attribution Link Method 48:05 Testimonial Link Outreach 51:34 CRO Pricing Comparison Table 54:26 SEO Future With LLMs 01:01:00 Unlinked Brand Coverage 01:03:49 E-E-A-T Through Coverage 01:06:39 Brand Building Flywheel 01:14:35 LLM Keyword Intent Strategy 01:23:55 Image Outreach Link Building 01:31:43 Where To Follow And Wrap The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #answerengineoptimization searchengineoptimization #seo

    1hr 35min

  4. 3 DAYS AGO

    How $18K in SEO Turned Into $1.7M for a Garage Door Company - Sarvesh Shrivastava

    E1009: Sarvesh Shrivastava joins the show once again to break down how a garage door company went from struggling for leads to generating $1.7M in revenue - using Sarvesh's focused local SEO strategy. This is a real case study with exact steps, decisions, and systems that were implemented over 11 months. We cover what moved the needle, what most business owners get wrong, and how to approach local SEO if your goal is to generate real revenue - not just traffic. What you'll learn: - Why your Google Business Profile matters more than your website (especially at the start) - How to audit competitors and identify what's actually working in your market - The role of review velocity (not just total reviews) in ranking locally - A simple system to consistently generate customer reviews using your team - What most businesses get wrong with categories, services, and profile setup - Why real photos outperform stock images - and how to use them properly Website strategy that drives revenue: - Why generic service pages don't work - How to build high-converting "service + location" pages - What makes a page actually rank and bring in calls - How to structure pages when you serve multiple locations - Why templated pages fail - and what to do instead - How many pages to publish (and why going too fast can hurt you) Content and authority: - How local blog content supports your main service pages - Why blog traffic is not the main goal - and what is - How to build topical authority in your niche - Using internal linking to improve rankings and indexing - How local content can lead to backlinks from news sites Link building that works (and what to avoid): - Why cheap links and directories don't move rankings - What to look for in a high-quality backlink - How to approach guest posting the right way - The difference between link farms and real sites - How to build relationships for local links and mentions - Why a few strong links outperform dozens of weak ones Local SEO fundamentals most people miss: - Why "near me" keywords don't need to be forced into your pages - The importance of focusing on local, high-intent searches - Why ranking nationally is usually a waste for local businesses - How to prioritize pages based on revenue potential If you run a local business or work with clients in local markets, this episode breaks down what works - step by step. ⭐️ Sarvesh Shrivastava's Claude Cowork prompts - https://x.com/bloggersarvesh/status/2036068241936896421 ⭐️ Sarvesh Shrivastava's Claude Cowork episode - https://www.youtube.com/watch?v=e13R_Z1pFwk ⭐️ Sarvesh Shrivastava on 𝕏 - https://x.com/bloggersarvesh ⭐️ Sarvesh Shrivastava on LinkedIn - https://www.linkedin.com/in/sarvesh-shrivastava-blogger/ ⭐️ Sarvesh Shrivastava on Instagram - https://www.instagram.com/seowithsarvesh/ ⭐️ Sarvesh Shrivastava on YouTube - https://www.youtube.com/@bloggersarvesh ⭐️ Sarvesh Shrivastava's agency, Alventra Marketing - https://alventramarketing.com/ 🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/ 💎 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 Case Study Kickoff 01:01 Google Business Profile First 01:45 Auditing Review Acquisition Strategy 05:36 Incentivize Reviews 10:37 Categories Done Right 13:45 Service Area Money Pages 18:42 Publishing Velocity for SEO 24:21 Local Blogs Build Authority 27:24 Earning Local News Links 29:27 Hyperlocal PR Outreach 30:26 Follow Up With Journalists 31:05 Internal Linking Silo Fix 35:38 Multi Location URL Structure 37:37 Quality Backlinks Strategy 39:01 Avoid Link Farms 41:55 Paying For Links Wisely 43:41 Pitching Local News 49:55 Local Business Link Swaps 52:21 Local Keywords Only 55:24 Near Me Keyword Myth 56:15 Results And Farewell The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #localmarketing #searchengineoptimization #digitalmarketing

    58 min

  5. 4 DAYS AGO

    Google's March Core Update: The Semrush Glitch, YouTube's Takeover & a New SEO Threat

    E1008: break down what we're seeing so far from Google's March Core Update - and how to interpret the data correctly. This update is still rolling out, but several patterns are already becoming clear. There was a reporting issue in Semrush between April 2nd and April 4th that showed large traffic spikes across many sites.  These spikes are not reflected in Google Search Console. I walk through what this means, how to verify performance using first-party data, and why it's important to be cautious when reacting to third-party tools during active updates. Beyond that, there are two clear developments from this update so far: - YouTube is gaining more visibility across both search and AI-driven results - A new form of SEO manipulation is emerging, and it is already working I cover a growing trend where creators are being paid to produce "review" content that ranks for brand queries without actually using the product. These videos are being cited in search results and AI systems, shaping how brands are perceived. In this episode, I cover: - What we're seeing so far from the March Core Update - The discrepancy between Semrush data and Google Search Console - How to evaluate performance accurately during an active update - Why YouTube continues to gain ground in search and AI citations - How "review-style" YouTube videos are being used to influence rankings - Why this tactic is currently effective - Ways to defend your brand against this type of content - How LLMs interpret and reinforce brand narratives If you rely on organic search, this is something to pay attention to. This isn't just about rankings - it's about how your brand appears across search, video, and AI systems. ⭐️ Charles Floate's post: https://x.com/Charles_SEO/status/2041097041179279796 🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/ 💎 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 March Update Reality Check 01:07 Semrush Spikes Explained 01:41 YouTube Surge Is Real 02:25 Fake Review Video Scam 04:27 Defending Your Brand 05:29 Core Update Winners Losers 07:40 Scaled AI Content Risks 10:37 Wrap Up And Rerecord The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #googlecoreupdate #googlemarchupdate #seo

    11 min

  6. 5 DAYS AGO

    $18K to $1.7M in 11 Months: The Local SEO Strategy That Actually Works

    E1007: The exact local SEO strategy that helped a garage door company turn $18,000 into $1.7 million in just 11 months. This is based on a real case study from Sarvesh Shrivastava, who will be joining the podcast once again soon. I go through Sarvesh's full written breakdown and add my own insights on what worked, why it worked, and how you can apply the same approach. These are practical SEO actions that drove real revenue for a local business. What we cover: - When your Google Business Profile matters more than your website - Properly optimizing your profile with real photos, accurate categories, and fast review generation - The concept of "money pages" and how to build pages that target high-intent searches - Why generic service pages don't convert and what to replace them with - How local blog content builds trust, rankings, and even backlinks - Examples of content that can attract attention from local publishers and news sites - Internal linking and information architecture: how to structure your site so Google understands it - How to connect service pages, blog content, and your homepage effectively - The right way to build backlinks for local SEO (and what to avoid) - Why guest posts only work if the site has real authority and relevance - How to build local partnerships that lead to valuable links and referrals - Why focusing on local keywords drives actual revenue, not vanity traffic - The shift from trying to rank nationally to dominating your local market This episode is a full breakdown of what local SEO looks like when it's done correctly, with a focus on conversions, not just rankings. ⭐️ Sarvesh's full thread - https://x.com/bloggersarvesh/status/2036829952885272593 🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/ 💎 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 Local SEO Case Study 00:40 Google Business Profile 01:43 High Intent Service Pages 02:44 Local Blog Content 03:38 Fixing Internal Links 05:13 Quality Backlinks Only 07:20 Go Local Not National 07:44 Results And Wrap Up 09:27 Final Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #searchengineoptimization #googlebusinessprofileoptimization #seo

    10 min

  7. 6 DAYS AGO

    SaaS SEO in 2026: Link Building, Topical Authority & the GEO Hype

    E1006: Mr. David Quaid joins the podcast for a deep, practical discussion about what is really working in SaaS SEO right now. Edward and David start with audience questions on link building and break down the real risk-to-reward tradeoffs behind different approaches. David explains why relying too heavily on domain authority misses the bigger picture, why page-level context matters more than most people think, and why some of the best link opportunities still come from real business relationships, partner networks, local communities, clients, and integration ecosystems. The conversation then moves into topical authority, People Also Ask pages, internal linking, and what happens when pages rise, fall, and get rotated out of search. Edward and David talk through how they test SEO ideas in the real world, how they think about authority decay, and why some pages rank with very little content while others stall even when they seem fully optimized. They also spend time on guest posting, programmatic SEO, thin content, exact match anchors, keyword cannibalization, SaaS competitor pages, attribution, and the tension between SEO teams and brand teams. Later in the episode, they get into the current GEO discussion, why so much of the advice around it is misleading, and why most of the fundamentals still come back to search intent, rankings, page relevance, and user behavior. Topics covered include: - Different link building methods and how to think about risk versus reward - Why domain authority can be misleading when evaluating link opportunities - The difference between site-wide relevance, page relevance, and topical authority - Using real-world relationships, integrations, and local business networks for links - Press releases, broken link building, Wikipedia links, and government site outreach - When guest posting still works and when it does not - How PAA pages can help grow authority and support more valuable pages - Why low-competition pages can outperform long-form content - The difference between thin content and weak content - Programmatic SEO for SaaS and why scale without authority often fails - Internal linking, PageRank decay, and common over-optimization mistakes - Keyword cannibalization and how similar pages can block each other - Slugs, titles, headings, and how much on-page SEO is actually necessary - Measuring SEO impact in SaaS when attribution is messy - The role of product-led growth versus content-driven lead generation - Why many GEO claims are recycled SEO myths under a new label - What SaaS teams should focus on instead of chasing the latest narrative If you work in SaaS SEO, B2B SEO, or content strategy, this episode is a useful deep dive into how experienced practitioners think through rankings, testing, authority, and growth. ⭐️ 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/ 🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/ 💎 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 Welcome and Agenda 00:43 Link Building Beyond Domain Authority 02:27 Network Based Link Building 03:22 Backlink Lists as Keyword Intel 05:16 Satellite Sites and PAA Hack 10:25 Traffic Links vs High DA 13:52 Relevance and Topical Authority 16:19 YMYL Links and Broken Links 18:18 Wikipedia and Gov Link Tactics 21:05 Guest Posts and Author Bios 26:25 Networking for SEO Referrals 31:25 SEO Subreddit and GEO Hype 43:30 Programmatic SEO vs Authority 47:35 Internal Links Need Authority 48:21 AI FAQs and Page Strategy 50:22 Testing Rankings and Pulling Pages 51:13 Rotation Out and Rehoming URLs 53:45 SEO Takes Time Myth 55:48 Sitewide Quality and Hockey Sticks 01:00:36 Low Volume High Intent SaaS Keywords 01:04:00 Too Much SEO and Internal Linking 01:09:28 Over Optimization and Minimal SEO 01:15:19 Measuring Content vs Product Led Growth 01:25:17 Brand Rules and Keyword Placement 01:28:58 Episode Wrap and Thanks The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #startups #growthhacking #growthmarketing

    1hr 30min

  8. 5 APR

    How to Build High-Quality Backlinks in the Health Niche (That Actually Work)

    E1005: How to get high-quality backlinks for health websites. I came across a discussion from someone struggling to compete with sites that have thousands of backlinks, many of them low quality. This episode walks through what matters in YMYL niches like health, and why chasing volume is often the wrong approach. If you understand the principles in this episode, you can apply them to any niche where trust, authority, and quality matter. What we cover: - Why the health niche (and YMYL overall) is held to a higher standard by Google - Why low-quality backlinks can hurt your rankings instead of helping - How a small number of authoritative links can outperform thousands of weak ones - When guest posting still works, and when it doesn't - Why long tail keywords are one of the fastest ways to build authority early - How satisfying search intent (and avoiding pogo-sticking) can build rankings without links - A step-by-step approach to using AI + journalist outreach to earn high-authority backlinks - How to use HARO, Featured, and similar platforms to land real media coverage - Why most people fail at outreach (and how simple follow-ups can compound results) - Additional backlink sources like directories, podcasts, and product launches - Why relying on a single link building strategy can look unnatural Key ideas: - In health SEO, quality and relevance matter far more than raw backlink count - Authority can be built through rankings, not just links - The best backlinks come from real publications, real traffic, and real trust - Consistency beats trying to do everything at once This episode is based on real strategies, real examples, and what is currently working in competitive, high-trust niches. If you are working on a health site, or any YMYL business, this will give you a clearer direction on what to focus on and what to ignore. ⭐️ The AI System to Find Relevant Journalists, Land Coverage, and Earn Ongoing High-Authority Backlinks - https://edwardsturm.com/articles/articles_ai-system-find-journalists-earn-high-authority-backlinks/ ⭐️ The Reddit Thread - https://www.reddit.com/r/linkbuilding/comments/1ryw2ji/how_to_build_backlinks_for_health_niche_website/ 🚀 Learn SEO for free - https://freeseoknowledge.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 Healthcare Backlinks Thread Breakdown 00:39 Health SEO Trust Rules 01:04 Guest Blogging Nuance 01:44 Long Tail Authority Hack 02:42 Outreach Budget Debate 03:14 AI Journalist Outreach 05:06 Pillar Content Reality Check 05:43 Quality Links Win 06:07 HARO Success Story 06:29 Mix Strategies Naturally 07:03 Targeted Pitching Tips 07:43 Daily Link Building Plan 08:17 Wrap Up The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #linkbuilding #digitalmarketing

    9 min
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About

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.

Information

  • Creator
    Edward Sturm
  • Years Active
    2023 - 2026
  • Episodes
    1k
  • Rating
    Clean
  • Copyright
    © 2026
  • Show Website
    The Edward Show

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