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. 18 HRS AGO

    AI SEO Is a Boom-and-Bust Trap

    E1035: Breaking down the risks of using AI to fully automate SEO. The man… the myth… the legend… Gagan Ghotra returns to the podcast!!! We get into why so many founders, startups, and small businesses are being tempted by viral posts promising that Claude, ChatGPT, or other AI tools can replace an SEO team, an agency, or a group of writers. The problem is that a lot of these workflows turn into scaled content abuse. They create hundreds or thousands of pages quickly, often without enough original information, human review, or real value per page. The traffic can go up fast, but the drop can be just as fast. We talk about: - What scaled content abuse means - Why Google introduced the policy - How AI SEO pages can grow for a few months before falling hard - Why "fire your SEO team and use AI" advice is dangerous - The difference between programmatic SEO and scaled AI content - When scaling content can be useful - Why unique data, original opinions, and internal knowledge matter - How Google might detect bad scaled content - Why engagement signals, brand signals, and social presence may matter more over time - What happened with Shopify's scaled content issues - Why VC-backed startups are especially vulnerable to AI SEO hype - How short-term growth can hurt fundraising if the site gets hit later - Why boring local businesses may be able to use AI differently than competitive startups - Why social profiles, PR, and brand recognition can help support SEO - What companies should be doing now if they want to win search over the next three years - Why brand building and SEO are becoming harder to separate - How to use AI as part of the writing process without letting it take over the whole page Gagan's main point is simple: AI can help with SEO, but it should not replace judgment, original information, or human editing. If you are building a real company, your domain is an asset. Burning it for a few months of traffic is not the same as building a search channel that lasts. ⭐️ Gagan Ghotra on 𝕏 - https://x.com/gaganghotra_ ⭐️ Gagan Ghotra on LinkedIn - https://www.linkedin.com/in/gagan-ghotra/ ⭐️ Gagan Ghotra's website - https://gaganghotra.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 AI SEO Automation Hype 01:51 Scaled Content Abuse Explained 03:43 Using AI With Human Writers 08:09 Programmatic SEO Vs Abuse 10:00 How Google Detects Scaling 13:43 Brand Signals And PR Buffer 15:05 Shopify Case Study Fallout 17:22 SMBs Vs VC Startups Risks 22:07 Boom Bust And Fundraising 28:32 Churn And Burn Ethics 31:02 Social Profiles As Trust 34:34 AI Tools For Omnichannel 41:35 Winners Build Brands 48:08 Wrap Up And Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #generativeengineoptimization #answerengineoptimization #seo

    50 min

  2. 1 DAY AGO

    The GEO Grift: What Actually Works in AI Search (SEO Myths Exposed)

    E1034: David McSweeney breaks down what actually drives visibility in AI search - and what is a complete waste of time. The conversation starts with a viral experiment claiming that a blank website ranked in AI tools like ChatGPT and Perplexity. From there, Edward and David dig into how AI systems really parse content, why that experiment was misunderstood, and what it reveals about how search is evolving. They challenge a lot of current narratives around "GEO" (Generative Engine Optimization), structured data, and AI visibility - and explain where the industry is getting it wrong. Topics covered: - Why the "blank page ranking #1" experiment doesn't prove what people think - How AI tools actually read and retrieve content from web pages - The real impact (and limits) of schema, structured data, and LLMs.txt - Why most "AI SEO" services are repackaging old ideas or selling noise - The difference between correlation studies and real evidence in SEO - How ChatGPT and similar systems pull, parse, and use information - Why prompt tracking is unreliable and often meaningless - What actually influences whether your content appears in AI answers - The risks of chasing short-term tactics like cloaking, spammy listicles, and Reddit manipulation - Why traditional SEO fundamentals still matter more than ever - A practical approach to improving visibility in AI-generated answers - How to think about measuring success when AI traffic is still small They also discuss broader shifts in search: - Whether Google search quality is improving or declining - The rise of user-generated content and platforms like Reddit - How AI is changing content creation - and why most AI content underperforms - Why authenticity, clarity, and trust will matter more over time This episode is a direct response to the hype around AI search. It focuses on what can actually move the needle for businesses, rather than what sounds impressive on LinkedIn. ⭐️ Busting The GEO Jargon: Why You're (Probably) Overcomplicating AI Search - https://queryburst.com/blog/ai-search/ ⭐️ David McSweeney on 𝕏 - https://x.com/top5seo ⭐️ David McSweeney on LinkedIn - https://www.linkedin.com/in/david-mcsweeney-79840154/ ⭐️ David McSweeney's company - QueryBurst - https://queryburst.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 SEO Myth Viral Post 01:14 Blank Page Claim Debunked 05:39 Konami Code Easter Egg 10:17 Schema LLMs.txt Reality 13:50 Does Schema Help AI 21:47 The Great GEO Grift 32:23 Markdown Cloaking Risks 39:35 Reddit Listicle Spam 46:06 Demand Proof From GEO 50:21 Avoiding GEO Snake Oil 58:50 PR Links And Affiliates 01:03:06 Why Grifters Rank 01:05:12 Prompting for AI search experts 01:06:38 Product quality vs marketing 01:07:37 Self promotional listicles debate 01:11:49 Google priorities and AI overviews 01:19:33 Measuring AI search success 01:24:15 Reverse engineering AI citations 01:33:58 LLMs limits and extractable writing 01:37:46 SEO origin story and experiments 01:48:48 Queryburst platform explained 01:54:47 Future SEO skills and wrap up The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #generativeengineoptimization #answerengineoptimization #seo

    2hr 1min

  3. 1 DAY AGO

    The New SEO Playbook: AI Search, GEO & What Actually Drives Conversions

    E1033: Breaking down a dense set of notes from the BrightonSEO conference and turning them into a practical playbook for modern SEO. These are real observations about what you have to do to win search and conversions - especially with AI, generative engine optimization (GEO), and the growing importance of conversion-focused content. I recorded this episode from a rooftop in Manhattan, and we cover everything from technical SEO foundations to how AI systems actually discover, evaluate, and cite content. If you care about getting customers from search - not just traffic - this episode will give you a clear direction. What we cover: - The modern SEO framework: technical SEO as the foundation, content and PR as the catalyst, social media as the amplifier, and GEO as expanding your presence across AI systems - A decision framework before creating content: demand, winnability, indexability, visibility, differentiation, and trust - How AI search works: query fan-outs, partial page reading, citation behavior, and why influence happens at the prompt level - Key data points shaping strategy: AI overviews reducing clicks, more journeys involving AI, homepages getting more AI traffic, and low overlap with top Google rankings - Content strategy shifts: optimize for passages, answer one question per paragraph, use neutral language, and focus on problems instead of keywords - Conversion-focused SEO: why bottom-of-funnel pages matter, how intent-driven pages perform, and how to structure pages to convert - AI and content quality: using LLMs effectively, spotting mistakes, and validating outputs with multiple systems - Brand and trust: the role of reviews, sentiment, consistency, and where AI pulls brand signals from - E-commerce and AI search: what gets products cited, how to structure product pages, and the importance of attributes and Q&A - Practical takeaways: mining fan-out queries, aligning navigation with customer language, focusing on leading metrics, and combining engineering with storytelling This episode is packed. You may want to slow it down or take notes. Subscribe if you want daily episodes on SEO, AI, and building a business through search. ⭐️ Malte Landwehr's write-up - https://x.com/MalteLandwehr/status/2050268682115272994 🚀 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 BrightonSEO Notes 00:41 GEO KPI Checklist 01:16 GEO Like Poker 01:52 Indexability And Speed 02:29 Intent Driven Categories 03:17 AI Visibility Mindset 03:47 Using LLMs Wisely 04:44 AI Mode Metrics 05:36 Passage Level Optimization 06:07 Grounding And Fan-outs 06:36 AI Overviews And BOFU 07:37 Trust And Disinformation 07:58 Conversational Search Future 09:19 Brand Terms And Navigation 10:20 Ecommerce Content Playbook 11:10 Content That Gets Cited 11:36 AI Shopping Tactics 13:00 Grow And Protect Brand 13:29 Wrap Up And Thanks The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #generativeengineoptimization #ecommerce #seo

    14 min

  4. 3 DAYS AGO

    How to Get Cited by ChatGPT (1.4 Million Prompt Study Reveals the Truth)

    E1032: Breaking down new research analyzing 1.4 million ChatGPT prompts to understand a simple but important question: why does ChatGPT cite some pages and ignore others? This study, conducted by Ahrefs, gives one of the clearest looks yet into how ChatGPT selects sources, what influences citation likelihood, and how you can position your content to be included. We walk through the key findings, what they mean in practice, and how they connect to real SEO strategy. What you'll learn in this episode: - How ChatGPT retrieves dozens of sources but only cites about half - The role of titles, snippets, and URLs before your page is even opened - Why semantic relevance to "fan-out queries" is one of the strongest ranking factors - What fan-out queries are and how to find them yourself - Why most cited sources come from traditional search results (and what that means for SEO) - The surprising role of Reddit: heavily used for context, rarely cited - Citation breakdown across sources like search, news, Reddit, YouTube, and academia - Why natural language URLs and keyword alignment increase your chances of being cited - The relationship between content freshness and citation likelihood - Why older, more established pages often beat newer ones within the same query - How news content is treated differently, with freshness acting as a tiebreaker - Why SEO landing pages and product pages are among the most cited content types We also cover a practical method to uncover the exact queries ChatGPT uses behind the scenes, and how to use those insights to structure your content. If you're trying to get your site, product pages, or content cited in AI-generated answers, this episode gives you a clear framework based on real data. ⭐️ Why ChatGPT Cites One Page Over Another (Study of 1.4M Prompts) - https://ahrefs.com/blog/why-chatgpt-cites-pages/ 🚀 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 Citations Vary 00:34 Gatekeeping Before Reading 01:35 Study Setup and Goals 02:02 Where Sources Come From 04:54 Reddit Not Credited!? 05:31 Semantic Scoring and Titles 07:30 Find ChatGPT Fanout Queries 09:05 Freshness Versus Relevance 11:19 What It Means to Be Citable 11:55 SEO Pages Win Citations 15:19 Wrap Up and Goodbye  The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #answerengineoptimization #searchengineoptimization #seo

    16 min

  5. 4 DAYS AGO

    Wil Reynolds: Why Most SEOs Are Playing the Wrong Game

    E1031: Wil Reynolds, founder of Seer Interactive, joins the show to break down what's actually working in SEO right now - and what most people are getting completely wrong. This conversation goes beyond tactics. Wil explains why chasing shortcuts, automations, and "quick wins" is a losing strategy, and why the future belongs to people who understand how humans think, search, and make decisions. We talk about AI, agents, brand, keyword strategy, client work, and the mindset required to stay relevant in a rapidly changing industry. In this: - Why most SEOs are focused on the wrong things - The difference between tenure and tenacity in SEO - What's actually changing with AI search and LLMs - Why "talking to real humans" is still the biggest edge - How to find keywords that actually drive revenue (not vanity traffic) - Why ranking #1 can still be a waste of time - The problem with listicles, loopholes, and copycat strategies - How to use PPC data to validate SEO decisions - What real marketing looks like in a search-driven world - How brand perception impacts both Google and AI results - Wil's experiments with LLMs and how fast results can change - Why most agencies lose trust (and how to avoid it) - The role of agents and automation in modern workflows - Why internal linking and SEO processes are becoming fully automatable - The importance of playing the long game vs chasing short-term wins Key ideas from Wil: - Just because you rank doesn't mean you'll win customers - SEO without understanding people is incomplete - If your strategy depends on a loophole, it won't last - Brand matters more than ever in AI-driven search - The fastest wins are often the least durable - The best insights come from watching real users, not tools - You have to earn trust, not automate it ⭐️ Wil Reynolds' agency - Seer Interactive - https://www.seerinteractive.com/ ⭐️ Wil Reynolds' 𝕏 - https://x.com/wilreynolds ⭐️ Wil Reynolds' LinkedIn - https://www.linkedin.com/in/wilreynolds/ ⭐️ Wil Reynolds' YouTube - https://www.youtube.com/user/wilreynolds ⭐️ My mom passed away, what kind of son was I to her? - https://wilreynolds.medium.com/my-mom-passed-away-what-kind-of-son-was-i-to-her-af28b8e40c3e 🚀 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 Meet Wil Reynolds 00:32 SEO Origins and Tenacity 05:18 Talk to Real Searchers 10:51 Intent and Keyword ROI 15:21 Listicles Versus Strategy 18:44 Buyer Psychology Reading List 21:28 AI Agents and Orchestrators 28:05 Internal Linking Automation 34:10 Meaningful Impact and Teaching 42:17 Creative Campaign Sex Toy Day 49:43 Influencing LLMs and Reputation 01:02:45 Long Game SEO Mindset 01:09:30 Accountability Beyond SEO 01:15:18 Closing Thoughts and Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #digitalmarketing #growthhacking

    1hr 17min

  6. 4 DAYS AGO

    Keyword Cannibalization: Why Your SEO Pages Compete (And How to Fix It)

    E1030: Keyword cannibalization - what it is, how to identify it, and how to fix it without wasting time on things that don't move your business forward. This topic came from a detailed post in the SEO subreddit, along with real-world examples and insights from people actively working on sites. We also connect it back to how Google actually handles duplicate and competing content, and where people tend to get this wrong. Keyword cannibalization is often misunderstood. It's not just about duplicate content - it's about multiple pages on your site competing for the same intent, causing Google to split ranking signals and making it harder for any one page to perform well. In this episode, I walk through: - What keyword cannibalization actually is (and what it isn't) - How to spot it using Google Search Console - Why pages bounce in rankings and what that usually means - How to use SERP overlap to determine if two pages target the same intent - When you should consolidate pages vs keep them separate - A step-by-step process to fix cannibalization correctly - Why 301 redirects matter more than most people think - Common mistakes, including creating new content before fixing existing issues - Why "best tools 2024 / 2025" URLs can create problems - The limitations of canonical tags - What to expect after making changes (timeline and ranking volatility) I also share an important point that most people overlook: You don't need to fix cannibalization everywhere. Focus on keywords that actually drive revenue, leads, or meaningful traffic. It's easy to spend hours cleaning up issues that have no real impact on your business. There's also a discussion on how Google handles duplicate content, including insights from Matt Cutts, and why this problem still exists today. If you're doing SEO seriously, this episode will help you avoid one of the most common ways sites limit their own performance. ⭐️ The Reddit Thread - https://www.reddit.com/r/SEO/comments/1skbj17/heres_what_i_have_learnt_about_keyword/ ⭐️ The Matt Cutts Video - https://www.youtube.com/watch?v=mQZY7EmjbMA 🚀 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 Cannibalization Overview 00:43 What It Means 01:04 How To Spot It 01:42 SERP Overlap Test 02:25 Consolidation Playbook 03:16 Common Fix Mistakes 04:09 When It Actually Matters 05:06 Duplicate Content Explained 06:43 Local Site Examples 07:43 Advanced Diagnosis Issues 10:17 GSC Data Weirdness 11:09 Wrap Up The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #keywordcannibalization #technicalseo #seo

    14 min

  7. 6 DAYS AGO

    E-Commerce Link Building That Actually Works with Kai Cromwell

    E1029: How e-commerce brands should build backlinks, especially Shopify brands. Kai Cromwell, an e-commerce SEO legend, joins the show for his second time. We cover what links are worth paying for, what links to avoid, how to evaluate link marketplaces, when to use cold email, and why most e-commerce brands should be careful about building too many links directly to product pages. Topics covered: - Where e-commerce brands should build backlinks from - When a new brand should avoid spending money on links - How much Kai recommends spending if you use link marketplaces - Why link insertions are often better than guest posts - How to check whether marketplace metrics are outdated - Red flags to look for before buying a link - Why traffic history matters - How to evaluate a site's outbound link ratio - What topical relevance should look like - What makes a link insertion look natural - How Kai uses cold email for link building - Why niche sites are often more useful than big news sites - How to think about building links to the homepage, collection pages, blog posts, and product pages - Why Kai usually avoids building links to product pages - Anchor text ratios for e-commerce sites - How smaller brands can build links without a large budget - Why free foundational links still matter - How link exchanges, journalist requests, and PR can fit into a link building strategy - What makes one backlink more valuable than another - Why having a real brand and useful content makes link building easier Kai also shares a few link building stories, including one involving a food blogger, a cookie company, and a fake cookie recipe made with ChatGPT. If you're in e-commerce, this episode is a must. ⭐️ Kai's first time on the podcast - Full Shopify SEO breakdown - https://www.youtube.com/watch?v=pu8J3ldS9mQ ⭐️ Kai Cromwell on 𝕏 - https://x.com/KaiCromwell ⭐️ Kai Cromwell on LinkedIn - https://www.linkedin.com/in/kai-cromwell/ ⭐️ Kai Cromwell on YouTube - https://www.youtube.com/@searchnewseas ⭐️ Kai Cromwell's Shopify SEO Agency, New Seas - https://newseas.co/ 🎯 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/ 💎 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 Backlinks for Ecommerce 00:24 Choosing Link Sources 01:52 Best Marketplaces and Pricing 03:14 Buying Links Mistakes 06:53 Red Flags to Avoid 09:15 Topical Relevance Checks 10:18 Great Link Insertions 12:32 Cold Email Link Building 15:46 Natural Link Profiles 17:53 Where to Point Links 19:03 Blog Links and Internal Juice 20:57 Branded Search and Anchors 22:39 Branded Anchors Only 22:57 Why News PR Is Hard 24:33 Press Releases And Tools 26:33 Scaling Outreach With Rechecks 28:50 Link Building On A Budget 31:16 HARO And Reporter Platforms 32:45 Picking High Value Links 35:44 Creative Link Building Stories 39:28 Make A Site Worth Linking 40:38 Viral Assets And Trend Surfing 43:05 Brand Quality Beats SEO 45:31 Wrap Up And Where To Find Kai The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #ecommerceseo #shopifyseo #linkbuilding #searchengineoptimization

    46 min

  8. 6 DAYS AGO

    Google's New SEO Reality: Why 'Non-Commodity' Content Is Taking Over

    E1028: Breaking down what Google is rewarding right now when it comes to SEO - and how so much "standard" content isn't working. Last week at the Google Search Central Live Toronto event, a series of slides started circulating in the SEO community. One in particular stood out: the difference between commodity content and non-commodity content. This is a practical breakdown of that idea, what it means for your site, and how to apply it without losing rankings for keywords. I also share a simple ChatGPT prompt you can use to create titles that combine keyword targeting with real, experience-driven angles that people actually want to click. What you'll learn in this episode: - The difference between commodity content and non-commodity content - How generic "tips" content struggles to rank and convert - How to keep strong keyword relevance while making your content more specific - A simple prompt you can use with ChatGPT to generate better titles - When non-commodity content works best (top-of-funnel vs. bottom-of-funnel) - How to structure titles so they match search intent and improve click-through rate - How scaled, templated content can lead to ranking drops or manual actions - What Google actually says about AI-generated content and when it becomes a problem - Why you don't need to target every keyword variation or conversational query - Practical advice on SERP comparison and keyword selection Key takeaway: You still need keywords. Google is still a relevance-driven system. But content that is generic, repeatable, and easy to produce is getting filtered out more aggressively. Content that is specific, experience-based, and difficult to replicate performs better - especially when combined with clear keyword targeting. ⭐️ The Commodity vs Non Commodity slide: https://x.com/CyrusShepard/status/2047044462774563300 ⭐️ Google Search Central Live Toronto - All Slides (April 2026) - https://www.jcchouinard.com/google-search-central-live-toronto-slides-april-2026/ ⭐️ The Reddit Thread - https://www.reddit.com/r/TechSEO/comments/1svgj8p/need_help_manual_action/ 🚀 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 Organic Search Shift 00:15 Commodity vs Non-Commodity Content 01:14 Kris Ott Shoutout 03:51 Keyword Targeting Reality 04:26 ChatGPT Title Prompt 05:30 Top vs Bottom of Funnel Titles 07:05 Avoid Obvious Patterns 07:55 What Non-Commodity Means 08:43 AI Content Guidance 10:09 Myth Busting SEO Slides 12:40 Core SEO Still Works 13:17 Wrap Up And Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #contentmarketing #digitalmarketing

    14 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
    Explicit
  • Copyright
    © 2026
  • Show Website
    The Edward Show

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