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. 16 HR AGO

    Deindexed Overnight: The SEO Nightmare That Wasn't What It Seemed

    E1016: A real-world SEO case study where a website was completely removed from Google's index overnight. No rankings. No pages. Gone. At first glance, it looked like a classic case of AI content abuse or a penalty tied to scaled content. The site operated in a YMYL niche, had tens of thousands of URLs, and included some AI-assisted content - so the initial assumption seemed obvious. But that wasn't the cause. This episode walks through the full investigation, what actually triggered the deindexing, how it was diagnosed using Google Search Console, and how the site recovered faster than expected. If you manage websites, work in SEO, or rely on organic traffic, this is a case you should understand. Topics covered: - What it looks like when a site is fully deindexed from Google - Why initial assumptions (AI content, programmatic SEO) can be misleading - How to investigate sudden traffic drops and indexing issues - Using different Google Search Console properties to find hidden problems - The role of domain properties vs URL prefix properties - How a hacked subdomain led to a sitewide manual action - How Google labeled the issue as "pure spam" across the entire site - The delay between impact and manual action notifications - Doing a reconsideration request - How quickly recovery can happen after fixing the root issue - The DNS and infrastructure mistake that created the vulnerability - Why you must monitor both www and non-www versions of your site - Practical steps to prevent similar issues from happening This case highlights how a single overlooked configuration can escalate into a full site removal from search results, even when the main site appears unaffected. It also reinforces the importance of technical SEO, site monitoring, and not jumping to conclusions when diagnosing ranking losses. If you're working on SEO or running a site that depends on Google traffic, this is the kind of scenario you need to be prepared for. ⭐️ Source Material - Deindexed, Delayed, and Down: Investigating A Site's Removal From Google Before A Delayed Manual Action Arrived [Case Study] - https://www.gsqi.com/marketing-blog/deindexed-and-delayed-manual-action-case-study/ 🚀 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 Site Vanishes Overnight 00:51 YMYL And AI Concerns 04:02 Confirming Deindexing 05:12 Search Console Clues 06:43 WWW Hack Revealed 08:48 Manual Action Hits 10:05 Reconsideration And Recovery 11:04 The DNS Security Hole 13:09 Prevention Checklist 15:37 Wrap Up And Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #technicalseo #googlesearchconsole

    17 min

  2. 1 DAY AGO

    Why Niching Down Makes SEO 10x Easier (And More Profitable)

    E1015: Why niching down is one of the most effective ways to make SEO easier and more profitable. Most people approach SEO by trying to target everything at once. They go after broad categories, spread their content too thin, and end up competing with bigger players without any real advantage. Instead, the better strategy is to focus on a narrow niche, dominate it completely, and then expand outward. I recorded this with the Lower Manhattan skyline behind me, and the idea came from how different NYC neighborhoods operate like their own ecosystems. Even a small area can support a full business if you own it. SEO works the same way. Once you understand this, everything gets simpler: keyword research, content strategy, link building, and conversions. In this episode, I cover: - Why targeting a small niche is more profitable than going broad - How niching down makes ranking for competitive keywords easier - What happened to large sites like HubSpot when they spread too far outside their core topics - How topical authority compounds over time - Why branded searches and recognition matter more than most people think - How niching down improves click-through rates and trust - Why you naturally attract backlinks when you dominate a niche - How staying focused improves your copy and conversions - The role of testimonials and reviews in building authority - When and how to expand into adjacent niches after you've established dominance If you're starting out, your niche already has more than enough opportunity. The goal is not to reach everyone. The goal is to become the obvious choice for a specific group of people. Once you've done that, growth becomes a lot easier. 🚀 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 Why Niches Win 00:22 Manhattan Neighborhood Analogy 00:51 HubSpot Topical Authority Lesson 02:04 Own One Category First 02:48 Top of Mind SEO Flywheel 03:36 Natural Links From Being Known 04:26 More Niche Down Benefits 05:46 Expand Into Adjacent Niches 07:33 Final Thanks and Sign Off The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #marketingstrategy #searchmarketing

    8 min

  3. 2 DAYS AGO

    The #1 SEO Productivity Mistake That's Killing Your Results

    E1014: The single biggest productivity mistake that quietly destroys SEO results: not taking structured breaks. This is not about working less. It's about working in a way that actually produces better pages, better strategy, and better outcomes. If you are writing SEO landing pages, doing keyword research, auditing sites, or building out a content strategy, this directly impacts your results. When you don't step away, you waste time on things that don't move the needle, miss obvious improvements, and end up with lower-quality work. I learned this the hard way while building bottom-of-funnel SEO landing pages during lockdowns. The difference between working straight through and working in structured intervals was not small. It changed the quality of the pages, the speed of execution, and the results those pages produced. This episode explains exactly what changed and how to apply it. What you'll learn: - The productivity mistake that leads to wasted hours and poor SEO output - Why "grinding" leads to worse keyword targeting and weaker pages - How taking short breaks prevents rabbit holes and unnecessary work - The exact system I use (25-minute sessions + short breaks + longer resets) - Why breaks improve conversion-focused SEO, not just productivity - How this applies to writing, editing, keyword research, and strategy - Real examples from SEO work, podcast editing, and managing operators - How stepping away helps you identify what actually moves the needle Key idea: 
If you don't step away from your work, you lose perspective. When you lose perspective, you make worse decisions. In SEO, that shows up as weaker pages, missed opportunities, and time spent on things that don't contribute to rankings or conversions. This is a simple change, but the impact compounds across everything you do. 🚀 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 Why Breaks Matter 00:46 Lockdown SEO Lesson 02:37 Pomodoro Setup 03:53 Breaks Boost Ideas 04:52 Step Away Rules 05:27 Editor Case Study 08:02 New Venture Rabbit Holes 09:49 Big Takeaways 11:18 Closing Thanks The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #copywriting #productivity

    12 min

  4. 5 DAYS 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

  5. 6 DAYS AGO

    The First Rule of Internal Linking (That Most SEOs Ignore)

    E1013: Breaking down a simple but widely misunderstood idea in SEO: internal links are not "set and forget." Most people treat internal linking as something you do once when you publish a page. David argues the opposite. If you are not revisiting and adjusting your internal links regularly, you are likely wasting authority and slowing down your ability to rank new pages. The core idea is straightforward: internal links only matter when they come from pages that actually have authority. And the only reliable way to get that authority is by ranking and getting clicks. That means your internal linking strategy should evolve as your pages start to perform. This conversation covers how to think about internal links as an investment, how to use ranking pages to lift other pages, and why adding more links is often the wrong move. What we cover: - Why internal links are not "free authority" - The real role of ranking pages in passing value to other pages - Why blog posts that don't rank don't help your money pages - How to use internal links to move pages from "almost ranking" to page one - When to remove or reduce internal links without hurting rankings - Why automated internal linking tools can cause more harm than good - How to identify pages that are close to ranking using Search Console - The concept of topical authority and how it develops across a group of pages - How to think about internal links like an expense account, not an unlimited resource - Why too many links on a page can dilute impact instead of helping Key takeaway: This internal linking hack is not about linking everything together. It is about directing authority from pages that are already working to pages that are close to working. That requires ongoing adjustments, not a one-time setup. If you treat your site like a system, where pages earn authority and then pass it on strategically, you can rank new content faster without relying entirely on backlinks. ⭐️ 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 Monthly Internal Linking Rule 00:35 Crawl Pools Explained 01:44 Links Are Investments 05:48 Traffic Creates Authority 09:51 When To Adjust Links 11:23 Measure Topical Authority 14:24 Orphans And Link Limits 16:40 Striking Distance Hack 18:54 Why SEO Still Works 21:09 Loving SEO Long Term 26:07 Wrap Up And Thanks The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #internallinking #seo #webdevelopment

    27 min

  6. 6 DAYS 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

  7. 10 APR

    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

  8. 9 APR

    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
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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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