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. 30 MIN 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

  2. 1 DAY 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

  3. 2 DAYS 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

  4. 3 DAYS AGO

    Read Searchers' Minds: The SEO Skill That Makes You More Money

    E965: If you can read the minds of your searchers, SEO becomes much simpler and much more profitable. I break down what it actually means to understand keyword intent - and why most people get it wrong. When you misread intent, you create the wrong type of page, attract the wrong traffic, and wonder why nothing converts. When you understand intent correctly, you: - Create less content - Rank more strategically - Increase click-through rates - Reduce pogo sticking - Build brand trust - Convert more visitors into customers I walk through two real keyword examples and break down exactly how I would approach them. Example 1: "voice notes for dentists" This keyword looks simple, but the intent is highly specific. I explain: - Who is actually searching it - Where they are in the funnel - Why this should NOT be a blog post - What kind of page converts best - How to structure the page above the fold - How SaaS companies, affiliates, and resource sites should approach it Example 2: "best materials for coffee mugs" This keyword is very different. I explain: - Why this is top of funnel - What searchers are worried about - Why this should be educational content - How to structure the post with a strong TLDR - Who should (and shouldn't) target it - How to move readers into your funnel without forcing conversions The goal of this episode is simple: Stop spinning your wheels creating content that will never convert. When you understand whether a keyword requires: - A conversion-focused landing page - A blog post - A product page - A video - Or something else entirely You save time, resources, and effort - and you make more money from the same traffic. If you found this helpful, subscribe for daily SEO breakdowns. 💎 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 Intent Matters 01:04 Setup and Examples 01:39 Voice Notes for Dentists 03:18 Building the Right Page 05:34 Who Should Target It 07:10 Best Materials for Coffee Mugs 08:40 Content Strategy and Targeting 10:22 Wrap Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ Edward Sturm on Grokipedia - https://grokipedia.com/page/Edward_Sturm #searchengineoptimization #seo #digitalmarketing #searchmarketing

    12 min

  5. 4 DAYS AGO

    How I Find Low-Competition Keywords That Actually Convert

    E964: How I approach keyword research and why I believe it is one of the most valuable skills in SEO. A lot of people try to automate keyword research or skip the manual work of looking through search results. That is a mistake. When you manually explore keywords and study the SERPs, you learn how people actually search, what language they use, and where real opportunities exist. This focuses on finding low-competition keywords that are closer to the bottom of the funnel - the kinds of searches where people already know what they want and are actively looking for a solution. I explain how I identify under-targeted keywords, how I evaluate search results, and how keyword research helps shape not just content, but also product positioning and messaging. What you'll learn: - How to use competitor rankings to discover relevant keyword opportunities - Why bottom-of-funnel keywords are often easier to rank for and more valuable - What to look for in SERPs to identify weak competition - How missing keywords in page titles and URL slugs signal opportunity - How to use Google Search Console to uncover keywords you are not properly targeting - A simple way to generate starting keyword ideas when you feel stuck - How to evaluate domain authority and relevance when judging ranking difficulty - Why thin content and weak search intent coverage create ranking openings - How keyword research helps you understand customer language and market demand - Why manually reviewing SERPs gives insights that automation misses I also talk about how keyword research can make a niche feel much more attainable than it initially appears, and how consistently targeting smaller, relevant keywords builds the foundation needed to compete for larger terms over time. 💎 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 Benefits of Keyword Research 01:29 Start With What's Working 02:47 Prioritize Bottom-of-Funnel 03:14 Seed Keywords 04:49 Mine Google Search Console 05:11 The "Diabolical" Move 06:17 SERP Checklist 07:37 Beat Thin & Irrelevant Pages 09:45 Don't Fully Automate 10:33 Wrap-Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ Edward Sturm on Grokipedia - https://grokipedia.com/page/Edward_Sturm #searchengineoptimization #seo #digitalmarketing #searchmarketing

    12 min

  6. 5 DAYS AGO

    How to Get Recommended by AI (Not Just Rank on Google) - Secrets Most SEOs Won't Tell You

    E963: I sit down with TJ Robertson to discuss how AI search experiences are influencing SEO strategy, content creation, and brand visibility. This conversation looks at how large language models, AI Overviews, and conversational search interfaces are becoming an additional layer of discovery that SEOs and founders need to understand. We break down practical tactics, areas of disagreement, real experiments, and the difference between being cited by AI systems and actually being recommended within responses. The discussion covers both opportunities and limitations, where AI introduces new dynamics, and how teams are adapting workflows. Topics covered: - The difference between ranking in search results and appearing inside AI-generated responses - Whether AI search experiences will complement or change traditional search behavior - Hyper-specific content and how AI systems interpret granular queries - The relationship between classic SEO fundamentals and generative engine optimization - Citation vs recommendation and why that distinction matters for conversions - Bottom-of-funnel content strategies that perform across both search and AI contexts - Parasite properties, secondary sites, and long-term visibility assets - Tracking prompts vs tracking keywords and the current limitations of measurement - Using branded content, FAQs, and reviews to shape how AI systems understand a company - Content templates that tend to get surfaced inside AI responses - Claude workflows and building a structured brand knowledge base for content creation - The role of directories, foundational links, and early authority when starting from zero - Where social platforms influence AI visibility and where they appear to have little impact - Publisher monetization challenges and potential adaptations as AI summaries become more common - Common misconceptions and speculative GEO advice circulating in the industry We also discuss failures, experiments that did not work, and areas where the industry still lacks clarity - including how much training data matters compared to real-time search retrieval. If you work in SEO, content, SaaS, or growth, this episode offers a practical look at what the generative engine optimization landscape looks like as it continues to evolve. If you enjoyed the episode, subscribe and follow the show. New episodes are published daily. ⭐️ TJ Robertson on LinkedIn - https://www.linkedin.com/in/tj-robertson-seo/ ⭐️ TJ Robertson on 𝕏 - https://x.com/SeoRobertson/ ⭐️ TJ Robertson on YouTube - https://www.youtube.com/@TJRobertsonDigital ⭐️ TJ Robertson on Instagram - https://www.instagram.com/tjrobertsondigital/ ⭐️ TJ Robertson on TikTok - https://www.tiktok.com/@tjrobertson52 ⭐️ TJ Robertson's Agency - https://tjrobertson.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 17 Years in SEO 00:29 Starting an AI-First SEO Agency 01:35 SEO vs GEO 03:20 Ranking in AI 04:54 How Fast to Publish 07:03 180-Day Playbook 09:15 Tracking LLM Visibility 10:09 Biggest LLM Citation Mistake 13:16 Parasite Properties & Second Sites 16:42 Content Templates That Win in LLMs 19:13 Fact Density, Brand Voice, & Brand Ambassadors 32:22 Reviews, Press Releases, and Branded Content 40:19 Branded FAQs 42:08 FAQ Hub Pages to Control the Narrative 44:02 AI SEO Opportunity 44:50 Setting Up Claude as a Brand Ambassador 46:50 Claude AI SEO Content Workflow 49:27 Images That Convert 54:20 Opus 4.6, Claude Cowork, and AI Agents 56:29 Vibe-Coded SaaS Strategy 59:36 The Skill SEOs Need 01:02:05 GEO Hot Takes: Schema Hype, "Post Everywhere," and Citation Obsession 01:05:31 Zero-Click Search 01:08:59 Rebuilding Visibility from Zero 01:13:22 Biggest SEO Failures & GEO Wins 01:19:41 Training Data vs Query Fan-Out 01:21:26 Wrap-Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #answerengineoptimization #searchengineoptimization #digitalmarketing

    1h 23m

  7. 6 DAYS AGO

    Your Competitor Is Keyword Stuffing Google Business Profiles - Now What?

    E962: Keyword stuffing in Google Business Profile names is one of the most common - and frustrating - competitive tactics in local search. Claudia Tomina, founder of ReputationArm and a Google Product Expert, joins the show to answer a listener question about what business owners can realistically do when a competitor continues using a spammy business name despite edits, reports, and forum escalation. A listener named Arthur shares his experience dealing with a competitor that repeatedly reverts suggested edits, sees little movement through forum discussions, and appears to gain an advantage from a keyword-stuffed listing. Claudia explains what is actually allowed within Google's guidelines, why these situations are often more difficult to resolve than expected, and when it makes sense to stop fighting the listing and focus on strengthening your own positioning. The discussion also expands into broader Google Business Profile spam tactics, review strategy mistakes, suspension risks, and practical ways to build stronger long-term ranking signals without relying on short-term tactics. Topics covered: - When keyword stuffing is technically allowed due to DBAs and legal business names - Why suggested edits often get reverted and what signals Google looks at - The real effectiveness of the redress form and why escalation in the forum matters - Data from thousands of spam reports and what outcomes are most common - How repeated spam reporting can reduce trust in your own profile - The reality of fighting a single competitor versus a larger brand or franchise network - Common Google Business Profile spam issues business owners misunderstand - Suspension risks tied to false "business does not exist" reports - What documentation helps recover suspended listings faster - The driving directions ranking tactic and why it can hurt long term performance - How review velocity changes can negatively impact rankings - The importance of aligning services, menu items, categories, and reviews - A real example showing how a menu keyword change impacted rankings immediately - Frequent optimization mistakes including incorrect categories and inactive profile management - Why business name and category are still the strongest starting points - Review generation mistakes that trigger filtering or temporary blocks - Risks associated with QR code review campaigns and on-premise review spikes - How Google evaluates engagement before allowing reviews to stick - Practical ways to earn meaningful reviews without creating unnatural patterns Claudia also explains how local rankings are increasingly query-based, why top-layer profile signals matter more than review keywords alone, and how business owners should think about reputation management as part of their overall local search strategy. If you have a question you want answered on a future episode, reach out and it may be featured in an upcoming discussion. ⭐️ Claudia Tomina on LinkedIn - https://www.linkedin.com/in/claudia-tomina/ ⭐️ Claudia Tomina on 𝕏 - https://x.com/ClaudiaTomina ⭐️ ReputationArm - https://reputationarm.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 Countering Spammy Google Business Profile Tactics 00:10 Claudia Tomina's Background 00:51 Keyword-Stuffed Business Names That Keep Reverting 01:54 DBAs & Why Google Could Allow Spam 03:07 Redress Form vs Forum Escalation + Success Stats 04:58 When to Stop Fighting 07:24 Common GBP Spam Trends 11:51 Reputation Signals That Rank 15:43 Frequent GBP Mistakes + Quick Wins 17:12 Review Strategy 20:40 Getting More Meaningful Reviews 21:56 Wrap-Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #googlebusinessprofile #searchengineoptimization #localmarketing

    23 min

  8. 20 FEB

    SEO Experiments That Prove Everyone Wrong - Google Leaks, AI Myths & Ranking Signals (Mark Williams-Cook)

    E961: I sit down with Mark Williams-Cook to break down what actually drives rankings today and what most of the industry gets wrong. We talk about real SEO experiments, insights from Google leaks and exploit data, how large language models affect search, and why brand signals, links, and user behavior matter more than most tactical checklists. Mark shares lessons from more than two decades in SEO, including agency work, affiliate sites, SaaS tools, and running ongoing experiments to test assumptions that are often repeated without evidence. This conversation covers both practical strategy and deeper search engine behavior, including how Google evaluates site quality, how ranking layers work, and why many commonly recommended tasks deliver little impact. Topics covered: - The difference between fast SEO tactics and long-term brand-driven SEO - Why link acquisition still moves rankings and how digital PR creates compounding authority - The concept of site quality score and how branded searches influence eligibility for SERP features - What Google exploit data revealed about ranking stages, query classification, and post-ranking adjustments - Why many SEO activities waste time, including excessive focus on meta descriptions and low-impact technical tasks - The role of user signals and how engagement data influences long-term visibility - AI content realities, including when generative AI helps and when it damages trust and performance - Programmatic SEO - what works, what fails, and how originality affects sustainability - Practical digital PR examples that generated large authority gains and traffic growth - How to approach SEO experiments without falling into confirmation bias - The relationship between backlinks, brand awareness, and search performance in the AI search era - Niche selection, competitive SERPs, and where opportunities still exist today - How Mark uses AI operationally for migrations, content workflows, and reactive PR monitoring - People Also Ask data and how it can be used to map search intent and improve topical coverage We also discuss SEO misconceptions around schema, LLM optimization, click-through rate manipulation, indexing behavior, and how Google's language differs from how SEOs interpret ranking factors. If you care about building durable search visibility rather than chasing short-lived tactics, this episode provides a grounded look at how search actually behaves in practice. And if you enjoyed this, consider subscribing and sharing it with someone working in SEO or growth. ⭐️ Mark Williams-Cook on LinkedIn https://www.linkedin.com/in/markseo/ ⭐️ Mark Williams-Cook's agency - https://withcandour.co.uk/ ⭐️ AlsoAsked - https://alsoasked.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 Mark Williams-Cook's SEO Origin Story 04:16 Why Mark Runs SEO Experiments 08:21 LLMs, Common Crawl & LLMs.txt 12:32 Meta Descriptions, Enterprise SEO & What Moves the Needle 15:55 Links, PageRank & the Google Exploit 21:03 Site Quality Score Explained 24:22 Link Building That Scales 28:24 First 90/180 Days SEO Plan 37:29 Underrated SEO Signals 46:40 Programmatic SEO Done Right 51:39 How Mark Uses AI in SEO 57:04 AI Content, Accuracy & the 'AI Ick' 01:03:16 Picking Easy vs Hard Niches 01:11:29 Inside the Google Exploit 01:21:34 UX Signals & Core Web Vitals 01:24:57 More Crazy SEO Experiments 01:32:43 AlsoAsked Demo 01:39:00 Wrap-Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ Edward Sturm on Grokipedia - https://grokipedia.com/page/Edward_Sturm #searchengineoptimization #seo #digitalmarketing #searchmarketing

    1h 40m
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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
    966
  • Rating
    Clean
  • Copyright
    © 2026
  • Show Website
    The Edward Show

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