The Edward Show

Edward Sturm
  • 4.9 (7)
  • 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. 12H AGO

    YouTube Just Overtook Reddit in AI Search (Here's How to Win Citations)

    E938: I break down new data showing that YouTube has officially overtaken Reddit as the most cited social platform in AI search, including large language models like ChatGPT. We'll cover what this shift means for SEO, brand visibility, and how to actually get your content cited by AI using YouTube. What changed in AI search - YouTube is now cited more frequently than Reddit in AI-generated answers - Transcripts and descriptions make YouTube content easy for LLMs to read - AI systems increasingly rely on YouTube for explanations, reviews, and comparisons Why YouTube now beats Reddit for AI visibility - Videos include readable transcripts and metadata - Titles and descriptions can target exact search queries - YouTube content is easier for AI to summarize and compare - Ranking videos also builds long-term brand authority How AI systems find and cite YouTube videos - AI prompts are broken into multiple search queries - Videos need to match at least one of those queries - Titles, descriptions, and filenames influence discovery - Clear answers increase the chance of citation How to optimize YouTube videos for AI search - Target one primary keyword per video - Put the keyword in the video title - Put the keyword at the beginning of the description - Use the keyword in the video filename - Answer the question directly and concisely How to structure descriptions so AI can understand them - Put the full answer in the description - Use headings to organize information - Use consistent sections for comparisons - This makes it easier for AI to generate tables Using YouTube alongside traditional SEO - Create a video for each SEO landing page - Target the same keyword in the page and the video - Publish both while the topic is top of mind - Videos often rank faster than pages Branded vs non-branded keywords - Branded keywords are easier to rank for - Brand name plus review keywords convert well - Brand name plus rating keywords convert well - Non-branded keywords are still viable with video Building topical authority on YouTube - Cover related topics consistently - Watch time and engagement matter - Comments help reinforce relevance - Channels behave similarly to websites in search Practical advice for getting started - Start recording with what you have - You do not need to post daily - Weekly or monthly is enough to start - Editing does not need to be complex - Shorts can be reused across platforms Why this matters - YouTube is the most clicked site in Google search - YouTube is now a top citation source for AI - You build brand equity while ranking - You own the asset you are growing ⭐️ My Exact Social Media Posting Strategy - https://edwardsturm.com/articles/social-media-posting-strategy/ ⭐️ EXCLUSIVE: YouTube Overtakes Reddit as Go-To Citation Source on AI Search - https://www.adweek.com/media/youtube-reddit-ai-search-engine-citations/ ⭐️ State of Search Q4 2025: Behaviors, Trends, and Clicks Across the US & Europe - https://datos.live/report/state-of-search-q4-2025/ 💎 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 YouTube Overtakes Reddit in AI Citations 00:19 The Rise of YouTube as a Citation Source 01:31 Optimizing Videos for AI and SEO 04:56 Practical Tips for Creating Effective Videos 06:18 Building and Growing Your YouTube Channel 08:22 Leveraging AI and Video for SEO Success 10:35 Conclusion and Final Thoughts The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #answerengineoptimization #searchengineoptimization #digitalmarketing

    12 min

  2. 1D AGO

    Claude Cowork Is a Literal Cheat Code for SEO (Here's How Agencies See It)

    E937: Watch on YouTube: https://youtu.be/e13R_Z1pFwk A deep, practical look at how Claude Cowork is changing the way SEO work is actually executed. This is not a theoretical discussion about AI. The focus is on real workflows: how Claude Cowork performs hands-on SEO tasks that normally require hours of manual effort, and how agencies can realistically use it today. The conversation walks through live examples of Claude Cowork performing local SEO audits, Google Business Profile analysis, competitor research, and on-page SEO evaluations by directly interacting with the browser and SEO tools. Sarvesh Shrivastava joins the show! He shares how he's actively testing Claude Cowork inside agency-style workflows and what this means for SEO teams. What we cover: - What Claude Cowork is and how it differs from tools like ChatGPT and Gemini - How Claude Cowork operates directly on your computer instead of requiring manual data uploads - A walkthrough of a Google Business Profile competitor analysis - How Claude Cowork audits Google Maps listings and identifies ranking patterns - How competitor data is collected and analyzed across local search results - How reviews are analyzed for volume, ratings, and keyword usage - How business hours and availability signals affect local rankings - How profile completeness, photos, videos, and posts are evaluated - How pattern recognition can surface niche-specific local ranking factors - How automated SEO audit reports can be generated and reviewed - How on-page SEO audits are performed automatically - How title tags and heading structure issues are identified - How schema and local business markup gaps are detected - How page speed and image optimization issues are flagged - How agencies can reduce time spent on audits, research, and reporting - Where automation works well and where human review is still required - Credit limits, permission prompts, and current limitations of the tool - How Claude Cowork fits into real agency workflows today Who this is for: - SEO professionals and consultants - Agency owners and operators - Local SEO specialists - Business owners managing their own SEO - Anyone interested in practical AI-driven automation for SEO work Sarvesh also explains how he plans to roll this into agency processes, which tasks provide the biggest time savings, and which areas still benefit from hands-on SEO judgment. ⭐️ Watch on YouTube: https://youtu.be/e13R_Z1pFwk ⭐️ Sarvesh Shrivastava's Claude Cowork prompts - https://docs.google.com/document/d/13x8O8P-SWl-Wm3c2JpHtH4iWk3I5L8qo0SjP862zNV8/edit?tab=t.0 ⭐️ 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/ 💎 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 Introduction to Claude and SEO 01:03 Exploring Claude Cowork's Capabilities 03:05 Live Demonstration of Claude Cowork 05:20 In-Depth Analysis and Insights 19:49 On-Page SEO Audit with Claude 24:51 Detailed Prompt for On-Page SEO 24:57 Schema Audit and SEO Tools 25:43 Automating SEO Tasks with Claude Cowork 28:13 Permissions and Limitations of Claude Cowork 30:14 Live Demonstration of Claude Cowork 32:16 Automating Content Creation and Backlink Analysis 34:50 Challenges and Future of Claude Cowork 41:03 Going Viral with Claude Cowork 44:14 Conclusion and Final Thoughts The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #localmarketing #googlebusinessprofileoptimization #searchengineoptimization

    46 min

  3. 2D AGO

    How to Build Local Backlinks That Actually Increase Local Rankings

    E936: Local SEO lives or dies by local authority - and one of the biggest drivers of that authority is local backlinks. I break down exactly how to build high-quality local backlinks that help search engines see your business as an authority in a specific city or region. This applies whether you're starting a local business, competing in a crowded market, or expanding into new locations. I cover practical strategies that send real referral traffic, strengthen local topical authority, and support long-term ranking improvements - not theory. What you'll learn: - Why local backlinks matter for local SEO and topical authority - How partnerships with local businesses create real traffic and stronger links - How to find and evaluate local sponsorship opportunities (and when they're worth it) - When to accept nofollow links or brand mentions - and when not to - How to use ChatGPT agent mode to research local sponsorships and partners - How to properly vet local partners to protect your brand and reputation - Core local citations you need for local SEO - How to track citations and backlinks correctly (and why tracking matters) - How citation language and context impact local topical authority - How to vary location and service language without hurting consistency - Why anchor text matters less than contextual language for local SEO - How to structure location hub pages to support link building - How to build links to pillar pages to strengthen weaker service pages This is especially useful if: - You're launching a local business and need to build authority from scratch - You're competing in a high-competition city - You're expanding SEO into new locations - You want a clear system for local link building 💎 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 Introduction to Building Local Backlinks 00:59 Partnerships for Local Backlinks 01:16 Sponsorship Opportunities 01:59 Using ChatGPT for Sponsorships 04:03 Local Citations and Directories 04:30 Tracking and Managing Citations 05:21 Language and Context in Citations 07:36 Hub Pages for Local SEO 08:54 Conclusion and Wrap Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #localmarketing #searchengineoptimization #linkbuilding

    10 min

  4. 3D AGO

    This Funded AI Startup Is Repeating a Massive SEO Mistake

    E935: I break down a recently funded AI startup that is scaling SEO with unchecked, fully AI-generated financial content - and why this strategy has already failed before. I've seen this exact playbook play out with AInvest: rapid traffic growth driven by AI content, press, and links… followed by a sharp collapse after Google's spam and quality updates. Now we're watching the same model surface again, almost step for step. This episode is not about hating on AI. It's about understanding where AI actually helps - and where it quietly puts your entire domain at risk. What's covered: - How a low-authority domain was able to spike to tens of thousands of clicks per month - Why press, link velocity, and brand mentions can temporarily mask serious SEO issues - The dangers of scaling AI-generated financial content without human fact-checking - How Google evaluates unchecked AI content, especially in YMYL niches - Why sites often get away with this approach for a few months before getting hit - The long-term SEO damage most founders and marketers don't see coming - What this means for your tools, brand terms, and real linkable assets - How AI can be used responsibly in SEO without putting your site at risk Also, what this company is doing well, including: - Press and link acquisition - Brand trust signals and accessibility - Interactive AI tools and on-page engagement features If you're a founder, marketer, or SEO considering AI to scale content, this episode is a clear warning - and a roadmap for how to avoid repeating the same mistake. 💎 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 Introduction and Frustrations 00:13 The Rise and Fall of AInvest 01:03 Introducing The New AInvest - Here We Go Again 02:52 SEO Strategies and Risks 04:22 AI Content and Google's Guidelines 07:56 Practical AI Applications 11:23 Final Thoughts and Warnings 12:25 Conclusion and Episode Wrap-Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #programmaticseo #scaledcontentabuse #blackhatseo

    14 min

  5. 4D AGO

    Why Google Killed Num=100: The Secret War Against OpenAI (feat. Moz's Jonathan Berthold)

    E934: Google's quiet removal of the num=100 parameter sent shockwaves through the SEO tooling ecosystem. Many called it an apocalypse. Others barely noticed. I sit down with Jonathan Berthold, VP of Revenue at Moz, to unpack what actually happened, why Google made the change, and how it connects to a much bigger shift happening across search, AI, and zero-click results. We cover how SEO is evolving under pressure from AI Overviews, LLMs, and generative search - and why most of the panic is misplaced. Topics covered: - What the num=100 parameter was and why Google removed it - Whether this change was aimed at SEOs, tool providers, or OpenAI - How rank tracking, impressions, and average position were distorted before the change - Why keyword positions beyond page one rarely matter for real business outcomes - The rise of zero-click search and what it actually means for traffic - How AI Overviews and LLMs are reshaping informational search - Why commercial and transactional queries are far less impacted - The difference between SEO as a strategy vs SEO as a channel - Why brand is becoming the strongest long-term advantage in search - How Moz has adapted its product and analytics approach - What SEO agencies need to change when rankings stop being the primary KPI - Whether AI tools threaten SEO careers - or force better ones - Google vs OpenAI vs other LLMs and what's really at stake - Why "GEO" mostly looks like good SEO done correctly Key takeaways: - The num=100 removal didn't break SEO - it exposed bad measurement habits - Traffic quality matters more than traffic volume - Informational content still matters, even when clicks decline - Brand visibility now extends beyond Google into AI systems - SEO success is increasingly tied to business outcomes, not rankings This conversation goes deep into how search is changing without resorting to hype or fear. If you work in SEO, marketing, analytics, or product - and want a grounded view of where things are heading - this episode is for you. ⭐️ Jonathan Berthold on LinkedIn: https://www.linkedin.com/in/jonathanberthold/ ⭐️ Jonathan Berthold on 𝕏: https://x.com/j_bertho ⭐️ Moz (my affiliate link): https://edwardsturm.com/refer/moz/ 💎 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 Introduction and Guest Welcome 01:09 SEO Industry Insights 04:19 Impact of LLMs on SEO 10:47 Brand Importance in SEO 11:14 Discussion on Topical Authority 16:06 The Num Equals 100 Parameter Change 29:14 Google's Strategy Against OpenAI 32:13 The Rise of Claude Code and LLMs 33:06 Comparing ChatGPT, Gemini, and Claude 35:27 OpenAI's New Ad Model 36:15 Challenges in Scaling OpenAI's Ad System 41:38 SEO and Generative Engine Optimization (GEO) 54:07 The Future of AI in the Job Market 01:00:30 Will AI Mode Become the Default? 01:02:51 Conclusion and Final Thoughts The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #generativeengineoptimization #performancemarketing #digitalmarketing

    1h 4m

  6. 5D AGO

    The URL Structure That Makes or Breaks Your SEO

    E933: How URL structure directly impacts SEO performance, topical authority, and whether Google views your site as legitimate or spammy. I walk through two common URL structure approaches that many sites use when targeting similar keywords - and explain why one of them often triggers spam signals, ranking cannibalization, and doorway page issues, even when the content itself is solid. If you're building feature pages, use-case pages, programmatic SEO, or scaling content across keyword variations, this episode will help you avoid structural mistakes that quietly limit rankings. What you'll learn: - Why certain URL patterns raise red flags for Google - How search engines interpret keyword-heavy slugs vs hierarchical structures - The difference between doorway page patterns and real topical depth - How nested subfolders help establish clearer parent-child topic relationships - Why documentation-style URL structures tend to perform better long term - How poor URL structure can cause ranking cannibalization - How to structure feature and use-case pages without looking manipulative - How internal linking should work when using nested URL hierarchies - Why this approach makes link building and topical authority easier Real-world examples discussed: - How a top mattress affiliate structures pages to rank for thousands of keywords - How legal SEO sites organize practice-area pages by accident type - Why these structures scale without triggering spam classifications Who this episode is for: - Founders and marketers building SEO-driven landing pages - SEOs working on programmatic or scaled content - Anyone restructuring a site for better topical authority - People confused about why similar pages keep competing with each other This episode focuses entirely on information architecture, not content tricks or shortcuts. The goal is to help Google understand what your site is actually about - and reward it accordingly. ⭐️ Google's update on Doorway pages - https://developers.google.com/search/blog/2015/03/an-update-on-doorway-pages 💎 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 Introduction to URL Structures and SEO Impact 00:09 Fictional Email Client and URL Structure Examples 00:51 Comparing Two URL Structures 01:59 Real-World Examples and SEO Insights 02:59 Google's Perspective on URL Structures 04:39 Advantages of Hierarchical URL Structures 07:00 Case Studies: NapLab and Legal SEO 09:06 Best Practices for Internal Linking 10:40 Wrapping URL Structures The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #informationarchitecture #topicalauthority #digitalmarketing

    12 min

  7. 6D AGO

    The Wildest Marketing Alpha Right Now: Digg, ChatGPT Ads & Early-Mover Wins

    E932: I break down the most interesting marketing opportunities I'm seeing right now and why they matter if you care about getting in early. We start with the Digg relaunch and why, despite recent crackdowns on obvious SEO spam, it's still one of the most compelling platforms to pay attention to. I explain what's changed since the first Digg episode, which niches are being targeted, which ones are not, and how non-SEO brands can still use Digg effectively for long-term marketing and visibility. Next, we cover the announcement of ads coming to ChatGPT. I walk through OpenAI's stated ad principles, what this likely means for AI SEO, and why ads probably won't influence model responses. I also talk about the opportunity window that tends to open when a major platform launches ads and why early experimentation often matters more than perfect execution. Finally, I share real results from the recent press kit episode and explain why every serious marketing or SEO strategy should include one. We look at how press kits affect backlinks, topical authority, and brand searches, and why journalists rely on them more than most people realize. Topics covered: - What has changed since Digg's relaunch and why it still matters - How Digg is handling SEO spam and which niches are being affected - Why Digg could follow a similar SEO trajectory to Reddit - How to use Digg for top-of-funnel content instead of direct promotion - The role of AI moderation and how it may shape future promotion - What OpenAI has announced about ads in ChatGPT - Why ChatGPT ads likely won't impact AI SEO rankings - The size of the opportunity when new ad platforms launch - Past examples of early ad platform inefficiencies - Why press kits make it easier for journalists to link to you correctly - How press kits can influence brand searches and site links ⭐️ E927 - Why Every SEO Strategy Needs a Press Kit (Most People Miss This) - https://youtu.be/hlZwZpGg76I ⭐️ E928 - Digg Just Relaunched - And It's the Wildest Parasite SEO Opportunity of the Decade - https://youtu.be/xf9QYuAKFHo 💎 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 Introduction to Crazy Alpha in Marketing 00:40 Digg's Evolution and Opportunities 07:05 ChatGPT Ads: A New Frontier 12:40 The SERP Results of Press Kits in SEO 13:54 Conclusion and Episode Wrap-Up The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #chatgptads #arbitrage #digitalmarketing

    15 min

  8. JAN 21

    How Small Law Firms Beat Big Brands in Google (Legal SEO Masterclass)

    E931: Small and mid-sized law firms regularly can outrank national legal brands in Google, even with smaller teams and far lower marketing budgets. This breaks down how that actually happens. We go deep into what drives legal search rankings, what converts traffic into signed cases, and why many common law firm SEO strategies fail. This is a practical, experience-based discussion focused on results, not surface-level SEO tactics. Nick Cohen, a lawyer and the founder of Matador Solutions, joins the show to explain how legal SEO works in real markets. Nick has spent years helping law firms compete in some of the most competitive legal search landscapes in the United States, and he shares exactly what he's seeing work today across content, Google Maps, reviews, links, AI, and compliance. Topics covered: - Why small law firms can outrank large national legal brands - How Google's algorithm became increasingly local for legal searches - What makes legal SEO fundamentally different from other local SEO niches - Why most law firm blog content generates traffic but no signed cases - How practice area pages should be built to rank and convert - Pillar pages, supporting content, and topical authority for law firms - How informational content supports high-intent legal keywords - What actually builds trust on law firm websites - Conversion factors that matter in legal marketing (and what doesn't) - The role of copy, credibility, and clarity in legal conversions - Why video testimonials are critical for law firm SEO - How YouTube testimonials can rank for legal keywords - Link building strategies that work in competitive legal markets - Why local and relevant links often outperform high-DA links - Earned media vs paid links for law firms - Google Business Profile optimization in competitive cities - The real impact of reviews on map pack rankings - When keyword placement in Google Business Profiles works - Common SEO mistakes agencies make when working with law firms - SEO metrics law firms obsess over that don't correlate with cases - How to measure SEO success when one case can be worth millions - How AI is being used in legal SEO today - The risks of AI-generated content in legal marketing - QA processes and verification systems for legal content - Title tags, SERP optimization, and improving click-through rate - Exact match domains, link velocity, and brand signals - The single most important SEO lever for law firms with limited resources Who this episode is for: - Law firm owners and managing partners - SEO agencies working with legal clients - Marketers entering the legal SEO space - Anyone focused on turning rankings into real business ⭐️ Matador Solutions - https://www.matadorsolutions.net/ ⭐️ Nick Cohen on LinkedIn - https://www.linkedin.com/in/nickecohen/ ⭐️ Get in touch with Nick - nick@matadorsolutions.net 💎 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 Introduction and Guest Background 00:52 Founding of Matador Solutions and Its Evolution 02:42 SEO Strategies for Law Firms 05:13 Matador's Recent SEO Success 12:20 Competing with Big Legal Brands 17:21 Content Strategy for Law Firms 25:43 Building Trust and Authority 30:02 Link Building and Citations 39:46 Facebook Posts for SEO 40:29 Importance of 24/7 Phone Answering for Lawyers 42:38 AI in Legal SEO: Benefits and Risks 44:39 Content Creation and AI Integration 53:58 Common SEO Mistakes and Best Practices 56:40 Optimizing Google Business Profiles for Lawyers 01:00:54 Measuring SEO Success in the Legal Industry 01:02:55 Personal Connection to Legal SEO 01:12:46 Lightning Round: Quick SEO Tips 01:14:55 Conclusion and Contact Information The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #legalseo #legalsearchengineoptimization #lawseo #localseo

    1h 17m
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Ratings & Reviews

4.9
out of 5
7 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
    936
  • Rating
    Explicit
  • Copyright
    © 2023
  • Show Website
    The Edward Show

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