The Edward Show

Edward Sturm
  • 4.9 (8)
  • MARKETING
  • UPDATED DAILY

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. 3H AGO

    How TikTok Lives Built a $15–18M SEO/PPC Agency (Founder Works 8 Hours/Week)

    E973: We sit down with Jake Tlapek and Gagan Ghotra to fully learn how Jake built a founder-led growth engine using TikTok Lives, converted inbound demand into high-value retainers, and structured an agency model that can scale without the founder running day-to-day delivery. This is a tactical conversation for agency owners and operators about pipeline, positioning, offer structure, pricing, hiring, margins, retention, and leadership cadence. Jake explains what changed inside the business to support growth: productized service packages, better talent density, clearer operations, and a process that transfers trust from the founder to the delivery team. Key agency growth lessons covered: - TikTok Lives as an inbound lead generation channel for a marketing agency - Building a repeatable client acquisition system from organic social - Converting attention into booked calls, sales qualified leads, and closed retainers - Founder-led marketing and content-led growth as the primary distribution strategy - How Jake uses Q&A live streams to qualify leads and shorten the sales cycle - Why engagement increases reach and how that impacts top-of-funnel growth - How to handle "I only want to work with the founder" objections - Trust transfer: moving a prospect's confidence from founder to specialists - Hiring senior specialists vs. juniors, and why talent density protects delivery and retention - Standardized offers: productized SEO services and paid media management pricing - Packaging and pricing: moving from low-ticket a la carte work to premium retainers - Raising rates, improving client quality, and reducing churn - Protecting agency profit margins while scaling headcount and service delivery - Margin killers to avoid: panic selling, discounting, unmanaged SaaS spend - How to audit agency overhead and reduce waste without breaking operations - Client retention and escalation: handling red flags before they become churn - Real-time account management escalation using a "red alert" system - The operational handoff: phasing the founder out of delivery and into growth - Leadership team structure, management layer, and internal accountability - EOS / Traction-style operating cadence: weekly leadership meetings and execution rhythm - Agency merger strategy: combining SEO + PPC to increase LTV and expand accounts - Pipeline rebuilding after a reset: ramping new business when there's no backlog - AI SEO / GEO: what clients ask for, what's measurable, and what's not - Lead quality: ChatGPT referrals vs. Google Search for B2B agency services Bulleted takeaways for agency owners: - Build a single primary acquisition channel and run it consistently - Tighten your offer, then standardize delivery before you scale volume - Price to match value and capacity, not to win every deal - Hire people who can own outcomes, not people you need to manage daily - Create escalation paths that protect retention and keep accounts stable - Track costs quarterly, especially recurring subscriptions and hidden overhead - Don't discount under pressure; discounting creates long-term margin compression - Productize the work where possible so operations can scale with less friction - Keep the founder focused on demand generation, distribution, and strategic growth ⭐️ Jake Tlapek on TikTok - https://www.tiktok.com/@thewizardmarketing ⭐️ Jake Tlapek on Instagram - https://www.instagram.com/thewizardmarketing/ ⭐️ Jake Tlapek on YouTube - https://www.youtube.com/@thewizardofmarketing ⭐️ Jake Tlapek's agency - https://finch.com/ ⭐️ 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/ 💎 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 Agency Scale Snapshot 01:47 TikTok Live Audience 03:17 Simple Live Q&A Format 06:22 Founder Steps Back 08:42 Hire Better Talent 11:58 Mentor Becomes CEO 18:31 Merger and Growth 20:48 TikTok Drives Clients 22:41 Owners Eat Last 25:01 Answering SEO Live 26:49 Multistreaming Tradeoffs 29:44 Founder Led Trust 33:06 Eight Hour Workweek 49:13 Margins and Hard Calls 55:48 Phasing Out Ops 57:36 Stepping Back From Ops 58:18 Brand Strategy And Visibility 59:25 Hiring Through Personal Brand 01:00:24 Red Alert Client Escalations 01:04:14 EOS Leadership Structure 01:10:33 Finding The Right CEO 01:13:13 Disagree And Commit 01:19:29 Taking Big Swings Early 01:26:16 Productized Service Packages 01:32:35 GEO And AI Reporting Reality 01:36:34 Scaling To 125M Vision 01:42:55 Time Tradeoffs And Closing The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #marketingagency #agencygrowth

    1h 49m

  2. 1D AGO

    AI SEO at Scale: Patterns, Penalties & the Wix Case Study

    E972: We break down Wix's AI-driven SEO strategy and ask a simple question: why are they still ranking? Wix scaled dozens of "how to make money" articles shortly after ChatGPT launched. On the surface, the strategy worked. Organic traffic doubled. Pages ranked. Visibility increased. But when you look closely, patterns start to appear. We analyze: - How Wix scaled top-of-funnel AI content - Why most smaller sites would not survive the same strategy - The concept of "Mount AI" (scaling with AI, then crashing) - What happened to similar strategies at Shopify - How algorithm updates impact pattern-heavy content - Why linking to the same authority sources can create detectable footprints - The real difference between citations and meaningful AI visibility - Whether this traffic likely drives business value We also discuss: - What "information gain" actually means - Why AI content struggles to create original insight - The risks of obvious structural patterns in large content libraries - Why domain authority changes the risk profile - How to think about risk vs reward when scaling AI content - Whether Google's current stance on AI content is temporary or evolving Most importantly, we explore what you should do instead. If you're running a SaaS company, managing SEO in-house, or advising clients, this episode focuses on practical decisions: - When AI content makes sense - When it becomes a liability - How to reduce detectable patterns - How to add real experience to informational content - Why interactive elements (templates, calculators, quizzes) can change the value equation - Why commercial intent pages often deserve more focus than broad top-of-funnel plays This is not a blanket argument against AI content. It's an examination of how it's being used at scale - and what happens when patterns become too obvious. If you're considering scaling content production with AI, this episode will help you think through the trade-offs before you commit resources. ⭐️ 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 Wix SEO Overview 00:38 How to Make Money Content 01:20 Mount AI Explained 02:16 Post ChatGPT Scaling 03:37 AI Footprints Patterns 07:26 ClickUp Link Patterns 10:14 Information Gain GEO 12:35 Bing AI Report Limits 14:32 AI Visibility Tools 16:02 Wix vs Shopify Hits 18:05 Rank and Tank Risks 20:54 Avoiding AI Patterns 21:46 Interactive Content Upgrades 23:51 How Many Pages 24:23 Wix Content Scale Timeline 25:15 Why Wix Ranks Anyway 27:37 Would It Still Work Today 29:19 SEO Must Drive Value 32:11 Templates Over Blog Spam 33:13 Avoiding AI Content Patterns 39:37 How Wix Could Add Experience 43:56 Why Video Beats AI How Tos 45:34 Wrap Up and Where to Follow The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #growthhacking #searchmarketing

    47 min

  3. 1D AGO

    He Tested It: Expert Quotes Get You Cited by AI in 2 Hours

    E971: Matt Diamante shares a simple experiment that produced surprising results: adding expert quotes to AI-written content led to AI Overview citations within two hours of publishing. We break down what was tested, what changed, and why this small adjustment may be influencing how Google's AI Overviews and large language models evaluate content. What we cover: - The exact test Matt ran and what was different about the winning content - Why adding expert quotes may increase AI Overview citations - The role of outbound links and why linking out can improve rankings - The relationship between expert quotes and E-E-A-T signals - Whether this works for informational content only, or also bottom-of-funnel pages - How AI Overviews affect click-through rates and what that means for strategy - Why topical authority still matters in an AI-first search environment - How to build topical authority using People Also Ask questions - The risks of scaling AI content too aggressively - What separates good AI-assisted content from low-quality AI spam - When technical SEO fixes matter - and when they don't - Why matching search intent is still the foundation of ranking - How local businesses can use simple marketing tactics to dominate their market We also discuss: - Whether SEO for LLMs is actually different from traditional SEO - How branded search impacts authority - Why some experienced SEOs still operate like it's 2014 - The importance of structure, clarity, and answering the question immediately - Why above-the-fold content matters more than ever This episode goes deeper than just "add expert quotes." It's a broader conversation about how search is evolving, what Google is rewarding, and how to adapt without overcomplicating the fundamentals. If you care about ranking in AI Overviews, building authority, and understanding what is actually moving the needle right now, this episode will give you practical ideas to test. New episodes every day. ⭐️ Matt Diamante on Instagram - https://www.instagram.com/heytony.agency/ ⭐️ Matt Diamante on TikTok - https://www.tiktok.com/@heytonyagency ⭐️ Matt Diamante on YouTube - https://www.youtube.com/@heymattdiamante ⭐️ Matt Diamante's agency - https://heytony.ca/ 💎 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 Expert Quotes Breakthrough 00:57 How to Add Real Quotes 02:28 Outbound Links Experiment 04:28 Top vs Bottom of Funnel 09:08 Building Topical Authority 09:53 People Also Ask Scaling 13:54 AI Content Spam Risks 18:50 Write for Scanners 21:04 LLM SEO vs Google 25:45 Site Audit Priorities 36:57 Shopify SEO Essentials 41:49 Second Person Wins 45:59 Outdated SEO Habits 47:20 Low-Hanging Fruit Wins 50:26 Technical Fixes vs Content 51:50 When Fixes Matter 01:00:35 Schema and SERP Reality 01:04:20 Branded Search Signals 01:05:29 Buying Local Businesses 01:10:05 Nail Salon Marketing Playbook 01:14:50 Prioritizing for Owners 01:17:46 Wrap Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #answerengineoptimization #searchengineoptimization #digitalmarketing

    1h 23m

  4. 3D AGO

    Is Your Web Host Killing Your SEO? The Bad Neighborhood Myth Explained

    E970: Breaking down one of the most debated SEO topics: the "bad neighborhood" hosting effect. There's a persistent theory that shared hosting damages rankings, that you need a dedicated IP to compete, and that being on the wrong server can suppress your visibility in Google.  Lance Dockins, founder of WordKeeper and longtime hosting and security expert, joins the show. We unpack what's real, what's exaggerated, and what actually matters. This conversation goes deep into how hosting, IP reputation, site speed, bot traffic, security, and Core Web Vitals intersect with SEO performance. What we cover: - The "bad neighborhood" hosting theory - myth vs reality - Whether shared hosting actually hurts rankings - Dedicated IP vs dedicated server - what's the difference - IP reputation lists and how to check yours - When you should consider switching hosts (and when you shouldn't) - Signs your hosting environment is hurting your SEO - How overcrowded servers affect performance and stability - Managed hosting vs AWS and VPS setups - Core Web Vitals - how much they really matter - Why obsessing over PageSpeed scores can backfire - How bot traffic (including AI bots) impacts site speed - Whether to block SEO tools like Ahrefs and Screaming Frog - SEO hijacking attacks and how they work - Practical security habits that prevent ranking loss - What good hosting actually looks like We also discuss how email deliverability, spam reputation, crawl behavior, and server instability can create indirect SEO problems that most site owners never consider. If you run a local business, ecommerce store, agency, or content site, this episode will help you make better decisions about your hosting setup without overreacting to internet myths. If you have questions about your hosting setup, drop them in the comments. We may do a follow-up Q&A episode. ⭐️ Lance Dockins on LinkedIn - https://www.linkedin.com/in/lancedockins/ ⭐️ Lance Dockins on 𝕏 - https://x.com/lancedockins ⭐️ WordKeeper, Lance Dockins' hosting company - https://wordkeeper.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 Hosting SEO Myths 01:07 Bad Neighborhood Experiment 04:38 Why Cheap Hosts Hurt 09:19 Naming Risky Hosts 13:05 When To Switch Hosts 16:25 Check IP And Blacklists 22:06 CDN IP Confusion 24:22 Dedicated IP Vs Server 25:58 HostGator And Better Options 29:21 Robots And Crawl Chaos 33:25 SEO Friendly Hosts List 35:39 VPS And Cloud Hosting 37:27 Pricing And Practical Guidelines 41:49 Security Claims Red Flags 43:28 Server Crowding Reality 43:56 SEO Hijacking Explained 46:44 Google Penalties After Hacks 48:17 Practical Security Habits 51:13 Firewalls and Cloudflare 52:15 AWS Versus Managed Hosting 54:29 Core Web Vitals Context 58:23 When Speed Moves Rankings 59:24 Hosting Speed Versus Frontend 01:04:46 Bot Traffic and Noisy Neighbors 01:09:03 Blocking SEO Tool Crawlers 01:10:10 Why Start a Hosting Company 01:14:40 AI Bots and Crawl Control 01:19:44 Wrap Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #technicalseo #seotips #webhosting

    1h 21m

  5. 4D AGO

    Brand Mentions Beat Backlinks for AI SEO (Digital PR Playbook w/ Chris Panteli)

    E969: How digital PR, brand mentions, and earned media are becoming some of the most important drivers of visibility across Google and AI search. Chris Panteli of Linkifi returns to the show! We go deep into how journalists actually source experts, why most HARO and expert quote pitches fail, and how real media coverage influences rankings, reputation, and LLM visibility - even when there is no backlink. Chris also breaks down the systems his agency uses to build relationships with journalists, filter opportunities at scale, and turn a single media placement into long-term coverage across multiple publications. This is a practical conversation focused on what is working right now - not recycled link building advice and not tactics that stopped working years ago. Topics covered: - Why brand mentions are becoming as powerful as backlinks for AI search visibility - How Google, ChatGPT, and Perplexity build trust through consensus and coverage - The difference between SEO digital PR and authority PR - How expert quotes lead to podcast features, op-eds, and major media placements - Mistakes that get HARO pitches ignored or journalists to blacklist sources - Why fake AI personas are creating new verification challenges for journalists - How to build journalist relationships instead of chasing one-off placements - Using CRMs, alerts, and follow-ups to turn one mention into ongoing coverage - Real examples of coverage leading to ChatGPT referrals and organic growth - How agencies use AI to categorize journalist requests and filter opportunities - Why smaller niche publications can be more valuable than high-DR general sites - The role of reputation management in modern SEO and AI visibility - How local businesses can earn press coverage through newsjacking and local expertise - Practical ways to pitch local journalists even if you are not a PR professional Chris also shares how his team uses custom systems to monitor journalist requests, manage outreach without spamming, and maintain quality while scaling expert quote placement. For local businesses, consultants, and founders, the discussion around local media coverage and news-driven outreach offers one of the most overlooked opportunities to build authority, trust, and conversions. If you are trying to understand how visibility works beyond traditional backlinks - especially inside AI systems - this episode provides a clear look at the mechanics behind earned media and authority building. ⭐️ Contact Christopher on LinkedIn: https://www.linkedin.com/in/chris-panteli/ ⭐️ Christopher Panteli on 𝕏: https://x.com/Linkifi_ ⭐️ Christopher Panteli's agency: https://www.linkifi.io/ ⭐️ Tier-one media coverage cheat sheet: https://go.linkifi.io/press-coverage-cheat-sheet-page 💎 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 Agency Growth Since HCU 01:06 What Makes Linkifi Different 02:15 Two Core Offerings 05:09 Brand Mentions And AI Visibility 10:26 Reputation Management Demand 13:01 Do Links Move Rankings 15:44 Case Studies And LLM Referrals 16:33 Best Platforms For Expert Quotes 17:32 Stop Using AI Spam Responses 20:57 Deplatforming To Direct Journalist Relationships 22:28 Systematizing Journalist Relationships 25:43 Team Size And Hiring For PR Talent 27:42 Gifting Journalists Ethics And Ideas 31:20 Biggest HARO Mistakes Authenticity 38:57 Read The Query And Match Bias 43:24 Custom GPTs For Client Compliance 44:17 Digital PR Versus Link Building 46:34 Landing Tier One Features Case Study 49:51 Follow Up Cadence And CRM 53:14 AI Filtering And Airtable Workflow 58:16 Reddit And Blacklists For Quality 01:03:52 Hyperlocal PR And Newsjacking 01:15:11 Press Releases And Pitch Quality 01:17:34 Wrap Up And Where To Find Chris The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #linkbuilding #backlinks #publicrelations

    1h 20m

  6. 4D AGO

    How Local Businesses Are Getting Leads From ChatGPT (AI SEO That Works)

    E968: What it actually looks like to get leads from ChatGPT and other AI platforms as a local business. Blair Witkowski joins the show! Blair has been doing SEO for nearly 20 years and runs multiple agencies focused on home services, including garage doors, gutters, and accessibility remodeling. In this conversation, he walks through the exact process his team is using to increase AI visibility, generate recommendations inside ChatGPT, and turn that visibility into real customers. We go beyond theory and look at real examples, including before-and-after visibility improvements, how FAQ silos are being built, and the role local mentions and indexing play in getting discovered by AI systems. This episode also explores the human side of agency work - communication, onboarding, outreach, and why hands-on relationship building still matters more than automation. Topics covered: - How local businesses are starting to receive leads directly from ChatGPT - Turning AI prompt research into structured FAQ silo pages - Using AI visibility tracking tools to identify gaps and opportunities - Why indexing and AI platform submission may accelerate discovery - The role of internal linking and topical authority in AI recommendations - How FAQ content can strengthen service and location pages - Building local mentions through real partnerships and content swaps - The importance of press releases, citations, and entity signals - Using micro-sites and exact-match domains in competitive markets - Outreach strategies that still work, including cold email and phone calls - How onboarding and communication impact client retention more than rankings - Practical examples of AI prompts leading to business exposure and leads If you work with local businesses, run an agency, or are trying to understand how AI is changing search and discovery, this conversation offers a grounded look at what is working right now. ⭐️ Blair Witkowski's Personal Site - https://blairwitkowski.com/ ⭐️ Blair Witkowski's SEO Agency - https://coastalmarketingstrategies.com/ ⭐️ Blair Witkowski on YouTube - https://www.youtube.com/@TheGarageDoorPodcast ⭐️ Blair Witkowski on LinkedIn - https://www.linkedin.com/in/blairwitkowski/ ⭐️ Blair Witkowski on Facebook - https://www.facebook.com/blairwitkowski/ 💎 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 intro 00:33 Blair's SEO background 01:30 Why AI visibility matters 02:15 Splash Dash overview 04:21 Finding missed prompts 05:38 Turning prompts into FAQs 08:57 Silo and interlink setup 11:16 Indexing and LLM seeding 20:14 Links and press releases 21:35 Testing in Gemini 24:00 Live nonbranded example 25:08 Mini Golf Page proof 26:20 Testing Escape Room prompts 28:21 Perplexity Search Breakdown 29:51 FAQ Linking Strategy 30:46 Interlinking Without Overdoing 32:51 Microsites and Exact Match Domains 34:19 Niche Focus and Client Results 36:08 Onboarding and Client Empathy 38:29 Local Mentions via Realtors 41:02 Cold Outreach That Works 45:17 Phone Calls and Hand Raise Sales 47:12 Wrap Up and Where to Find The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #localseo #generativeengineoptimization #answerengineoptimization

    48 min

  7. 6D AGO

    Happy People Hurt Conversions (130,000 A/B Tests Say So)

    E967: What 130,000 A/B tests reveal about why websites fail to convert - even when they look polished and professional. Sahil Patel, CEO of Spiralyze, joins the show. We talk through the most common CRO mistakes companies make across SaaS, B2B, and service businesses, including why stock photos reduce conversions, how landing pages lose high-intent buyers, and what small teams can do immediately to improve results without expensive tools. Sahil also explains practical testing frameworks, real case studies, and counterintuitive lessons from years of running experiments on high-traffic websites. If you get traffic but struggle to turn that traffic into demos, leads, or revenue, this conversation focuses on the fundamentals that actually move the needle. Topics covered: - Why stock photos consistently lower conversion rates - The "one-second test" to diagnose weak homepages - Hook → mirror → ladder messaging and how it applies to SEO and ads - Why video often cannibalizes conversions in the hero section - How to design landing pages for high-intent visitors - Email + CTA technique and commitment escalation psychology - The mistake of optimizing for low-intent users - CRO experiments that produced surprising results - Why most companies run tests that are too small to matter - Simple CRO improvements that don't require testing software - Social proof strategies that actually increase trust - Where animation hurts conversion and when it can help - CRO tools startups can use to run experiments themselves We also discuss how sales friction impacts conversion, why buyers don't want to be reminded they're entering a sales process, and how companies unintentionally create barriers for ready-to-buy customers. ⭐️ Sahil Patel on LinkedIn: https://www.linkedin.com/in/sahilanamipatel/ ⭐️ Sahil Patel's agency, Spiralyze: https://www.spiralyze.com/ ⭐️ Sahil Patel on YouTube: https://www.youtube.com/channel/UC-M25FDI8NwI1pj_UxrYzHQ ⭐️ Playlist for CRO Crimes: https://youtube.com/playlist?list=PLhH2EfUApERQNovfcPen5zv9H299xthPU&si=nbdNXNrtPtwqViT0 💎 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 CRO Testing Credibility 00:15 Show the Product 01:24 Car Ad Stock Photo Analogy 03:24 Data on Stock Photos 04:30 SEO Landing Page Mistakes 06:38 One Second Test 09:53 Hook Mirror Ladder 14:05 Video Kills Conversions 18:13 VSL Placement Debate 25:54 Email Plus CTA Trick 28:45 Email First Demo CTA 29:34 Nurture Or Remarketing 30:28 Sales Led Vs Product Led 31:43 Stop Forcing Human Calls 34:10 Optimize For High Intent 40:05 Big Swing CRO Testing 44:40 Tools And Low Hanging Fruit 49:11 Service Fusion Case Study 51:45 Social Proof That Works 55:01 Wrap Up The Edward Show. The #1 digital marketing podcast: https://edwardsturm.com/the-edward-show/ #conversionrateoptimization #landingpageoptimization #growthmarketing #digitalmarketing

    58 min

  8. 6D AGO

    19 Years in SEO: What Actually Works in 2026 (From iGaming to AI Overviews)

    E966: I sit down with James Owen, an SEO professional with nearly two decades of hands-on experience across some of the most competitive industries on the internet. James shares how he went from learning SEO on online dating websites in the late 2000s to working in iGaming, travel, eCommerce, and eventually building and scaling his own agency. The conversation explores what has changed in SEO over the past 19 years, what tactics no longer work, and the strategies that continue to drive results today. The discussion goes deep into content clustering, link acquisition, AI visibility, listicle strategies, and how agencies operate behind the scenes when managing campaigns in high-competition niches like CBD, casinos, and SaaS. This episode is especially useful for founders, marketers, and SEOs who want a realistic view of modern search - including how AI overviews and large language models are reshaping strategy. Topics covered: - How James accidentally got into SEO and what early search engine optimization looked like in 2007 - Lessons from working in iGaming and other highly competitive verticals - Why content clustering remains one of the most reliable SEO frameworks - How to structure service pages, listicles, and long-form guides for topical authority - The real role of link velocity in competitive niches - Practical blogger outreach advice for people building links without an agency - The decline of tactics like expired domain authority passing and aggressive paid linking - Why self-promotional listicles work right now - and why they may not last - How to increase brand visibility inside AI overviews and large language models - The importance of being cited across listicles, review content, and external sources - Internal navigation, crawl behavior, and insights from log file analysis - What James would do if he had to grow a brand new SaaS from scratch with limited budget James also explains how agencies systematize outreach, manage link quality at scale, and build internal tooling to track AI visibility gaps and competitive positioning. If you are trying to understand what actually moves rankings today - beyond surface-level advice - this conversation offers practical insight from nearly two decades of real-world SEO experience. ⭐️ Click Intelligence UK Website: https://www.clickintelligence.co.uk/ ⭐️ Click Insights Global Website: https://insights.clickintelligence.com/ ⭐️ James Owen LinkedIn: https://www.linkedin.com/in/jamesowenseo/ 💎 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 Origin Story 03:27 Building Click Intelligence Domains 06:08 Merging UK and US Sites 08:09 Winning Competitive Niches 13:15 Content Clustering Explained 16:36 New Pages vs Existing 20:15 Epic Guides and Conversions 22:32 Link Building Playbook 28:25 Blogger Outreach DIY 34:44 Agency Systems and Automation 39:27 Old Tactics That Died 50:38 Expired Domains Today 54:39 Self Promotional Listicles 57:12 Getting Cited by LLMs 01:01:51 SEO Basics and Navigation 01:08:33 Hotels.com SEO Lessons 01:10:46 Six Month SaaS Plan 01:15:41 Wrap Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #digitalmarketing #searchmarketing

    1h 17m
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Ratings & Reviews

4.9
out of 5
8 Ratings

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
    971
  • Rating
    Explicit
  • Copyright
    © 2026
  • Show Website
    The Edward Show

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