The Edward Show

E920: I break down one of the most unusual and important SEO stories of the decade: how Grokipedia, an AI-generated encyclopedia connected to Elon Musk's Grok, went from almost zero Google traffic to millions of clicks in just weeks - and why that could force Google into a decision that changes the future of AI content in search.

Grokipedia isn't just another AI site. It is structured like Wikipedia, fully interlinked, heavily indexed, and now ranking for millions of keywords. But unlike Wikipedia, its articles are generated and fact-checked by AI, with only optional human edit suggestions...

919: Charles Floate joins the show to reveal what link building looks like inside restricted and gray market verticals like iGaming, crypto, and prediction markets.

This is not a surface-level SEO conversation. It's a practical breakdown of how rankings are achieved, defended, and lost in some of the most competitive and hostile SERPs on the internet.

The discussion covers why ranking is often the easy part - and why maintaining rank has become the real challenge as negative SEO, DMCA abuse, and large-scale link manipulation continue to increase.

Topics covered include: - How link...

E918: David Quaid returns to the show to break down one of the most misunderstood topics in SEO: XML sitemaps.

Every day, people are told that if their pages are "crawled but not indexed," the fix is simple - submit a sitemap. This episode explains why that advice is usually wrong, what XML sitemaps actually do, and why authority is the real factor behind indexing and rankings.

This conversation reframes SEO as a system, not a checklist. Instead of treating Google like it follows instructions, we look at how crawling, indexing, PageRank decay, and authority...

E917: I'm joined by Nathan Gotch to break down how modern SEO actually works in the AI era - and why systemizing your process matters more than ever.

We go deep into how top operators think about SEO today, from local and e-commerce to SaaS and AI search platforms. This conversation is practical, opinionated, and grounded in real campaigns, not theory.

What we cover: - Why systemizing SEO is more important than tactics or hacks - How to structure SEO playbooks, systems, and SOPs for repeatable results - The biggest mistakes people make with service...

E916: I break down one of the most extreme search visibility collapses I've ever seen.

Cointelegraph - one of the largest and most established crypto news sites in the world - went from over 4 million monthly Google clicks to roughly 75,000 in a matter of weeks. Even branded searches stopped returning their website.

This episode explains what actually happened, why this was not a crypto-wide issue, and what publishers should learn from it.

What we cover in this episode:
- The exact timeline of Cointelegraph's traffic collapse
- Why this was likely...

E915: We break down EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) and how Google evaluates website quality - straight from Google's own documentation, quality rater guidelines, and real-world SEO experience.

Joining me is Shaun Anderson, one of the most respected SEO professionals in the industry with over 20 years of experience. This is a fast-paced, no-nonsense discussion designed to clarify what EEAT is, what it is not, and how it affects real websites.

This episode focuses on how Google determines trust, why some sites are labeled low quality, and why EEAT matters even if it's not a...

E914: Cody See joins the show.

We break down why simple, fundamentals-driven SEO consistently outperforms complicated, "advanced" tactics - and why that's been true for over a decade.

We talk through real-world experience running affiliate sites, agencies, and client campaigns, and explain why most SEO failures come from overengineering, ego, or chasing shortcuts instead of focusing on what actually converts.

This is a practical, honest conversation about how SEO works today.

Topics covered: - Why "easy SEO" isn't lazy SEO - and why it works - The difference between ranking for...

E913: Practical, repeatable ways to use Google Search Console to make better SEO decisions without guessing.

Instead of relying on assumptions, third-party tools, or long content cycles, this conversation focuses on using Google's own data to identify what your site is already eligible to rank for - and how to expand from there.

We cover real workflows you can apply immediately, whether you're working on a small site or managing SEO at scale.

David Quaid joins the show!

We cover:
- How to use Regex in Google Search Console to...

E912: New research explains how Perplexity evaluates, ranks, and even discards content. If you want your content to be shown, cited, or recommended by large language models, understanding how one major AI answer engine works gives you insight into how the rest likely operate.

We walk through research that analyzes Perplexity's ranking systems, including entity re-ranking, manual domain boosts, early engagement signals, and freshness requirements. While the research is currently unverified, the findings closely align with what we already know about how AI search and answer engines prioritize content.

This is especially relevant for anyone...

E911: I break down what Google's John Mueller has repeatedly said is the most important rule in SEO: consistency. Not shortcuts. Not trends. Just consistent execution over time.

John Mueller has shared this advice for years without fully explaining why it matters. Barry Schwartz helped add context, and in this I explain how consistency impacts rankings, trust, and conversions across both technical SEO and content.

This conversation focuses on why inconsistent implementation quietly holds back many websites, even when they are doing other things right.

What you'll learn:
- Why Google consistently...

E910: How ChatGPT and other large language models actually generate answers, based on widely shared research on how AI systems use search, training data, and real-time web results.

If you're doing SEO in 2026 and beyond, understanding how AI decides when to search, what it pulls from the web, and why certain content gets shown in AI answers is no longer optional.

This episode explains the mechanics behind ChatGPT, AI Overviews, and LLM recommendations - and how to adapt your SEO strategy so your content gets surfaced.

What You'll Learn in This Episode
...

E909: When you search Google today, you'll often see obviously AI-generated, low-quality content ranking in the top results - sometimes even from big global brands.

In this episode, I break down why that happens, what's actually going on inside Google's algorithms, and why copying what you see in the SERPs is often the wrong takeaway for long-term SEO.

This isn't an episode about shortcuts or spam tactics. It's about understanding how search really works, where the leniency comes from, and how to think about SEO beyond "what ranks right now."

We cover:
...

E908: We break down how SEOs are using vibe coding and AI development tools to build rankable web apps, calculators, and tools that generate organic traffic and revenue faster than traditional content.

Today's guest is Ram Berrouet, a longtime co-founder, friend, product builder, and founder of Relief, a Series A startup with hundreds of thousands of users.

Ram explains how recent breakthroughs in AI models have fundamentally changed what's possible for SEO-driven businesses - from building full web apps in minutes to replacing large engineering teams with AI-assisted workflows.

This episode is specifically...

E907: An SEO copywriter quietly helped a single local dental office grow from almost zero traffic to 130,000 monthly organic visits - using nothing more than one blog post per week.

No backlink campaigns.

No complicated SEO frameworks.

No content farm.

Just consistent blogging, strong keyword choices, and writing that people actually want to read.

That SEO copywriter is Tiffani Daniel. She joins us today and we break down exactly how this happened, why it worked, and what most people misunderstand about blogging, SEO, and conversion-focused content.

What...

E906: I sit down with Shaun Anderson (Hobo Web), one of the most respected SEOs in the industry - someone who has been working in search since the early 2000s and has firsthand experience with every major Google shift, from early link-based ranking to AI-driven systems.

We look at what the Google API Leak actually showed, what Google has been consistent about for years, and where SEO narratives have gone wrong. This is a technical, honest conversation focused on how Google really evaluates websites today.

Topics covered: - Why Google wasn't lying about how rankings...

E905: An auto repair shop paid $24,000 for SEO.

In 11 months, they generated $2.8 million in revenue.

This is exactly how that happened and why most local SEO campaigns never come close to results like this.

The strategy comes from a real-world case study shared by Sarvesh Shrivastava, and it lines up perfectly with what actually works for local service businesses today.

This is not theory.

This is not generic "best practices."

This is practical local SEO execution that leads to phone calls and booked jobs.

We...

E904: New data shows a massive decline in Google Search traffic to news publishers. Here's what this means for anyone relying on organic traffic to survive.

According to recent analysis, Google Search traffic to news sites has dropped from 51% to 27% over the past two years. At the same time, publishers have become increasingly dependent on Google Discover, a traffic source that is volatile, unpredictable, and difficult to control.

I walk through the data, reactions from the SEO and publishing community, and then share my honest take on whether traditional news publishing is still a viable...

E903: Is SEO actually dying, or is the industry just rebranding the same fundamentals under new names like GEO, AEO, and AI SEO?

In this long-form holiday roundtable, we break down what really changed in search over the past year, what didn't, and why so much confusion is spreading across marketing teams, LinkedIn, Reddit, and conference stages.

This episode covers real-world observations from 2025, not theory or tool demos. We talk candidly about AI search, Google's direction, backlinks, topical authority, video, PR, exact match domains, and the growing disconnect between what's being sold and what actually...

E902: A simple 5-minute SEO hack that can completely change how you build topical authority.

David Quaid returns to the show to reveal how to use Google's "People Also Ask" feature to create high-relevance FAQ content - without paid tools, complex keyword research, or unnecessary schema.

We also dig into:
- How Google actually decides topical authority
- Why search demand matters more than schema
- When FAQ pages should be standalone vs accordions
- How knowledge panels are triggered (and why most people misunderstand them)
- A fast, repeatable...

E901: A blog post that ranked for zero keywords was lightly updated to make it look like it had been updated in the future. No new sections.

No URL changes.

No internal linking push.

No major rewrites.

A short time later, the page began ranking for: - 14 keywords - 5 page-one positions - Multiple SERP features

Even more interesting: the Google search result itself displayed a future update date.

Shaun Chojnacki joins the show to share one of the strangest real-world SEO experiments I've seen!

We...

E900: Most SEO agencies aren't just outdated - many knowingly sell tactics that no longer move rankings, traffic, or revenue.

I'm joined by Jake Hundley, who has spent years testing SEO tactics in real-world environments and publishing findings that directly contradict common agency practices - including a large-scale study showing that geo-tagging photos does not meaningfully impact rankings.

We break down why these myths persist, how agencies justify billing for low-impact work, and what actually drives results in modern SEO.

This conversation focuses on applied SEO for local and service-based businesses, backed by...

E899: Breaking down how earned media actually works - and how brands, founders, and creators can get press, podcast interviews, and brand mentions without paying influencers or agencies thousands of dollars.

I'm joined by Bridget Sicsko and Lydia Bagarozza from Visibility on Purpose.

We go deep into what journalists, podcast hosts, and writers are really looking for, why most pitches fail, and how to position yourself so third parties want to talk about your brand.

This is a practical conversation focused on execution, not theory.

What we cover in this episode:<...

E898: I sit down with Derek, founder of NapLab, to break down how he built one of the strongest authority sites in a hyper-competitive affiliate niche - without gray-hat tactics, automation spam, or short-term SEO plays.

NapLab ranks for over 103,000 keywords, earns hundreds of thousands of organic clicks per month, and consistently wins Google core updates in a space where most sites get wiped out.

This is a deep, tactical conversation about long-term SEO, brand trust, content systems, information architecture, and link building that actually holds up over time.

Topics covered:
...

E897: Barry Schwartz (Search Engine Roundtable, Search Engine Land) and David Quaid join the show!

We break down what SEO is turning into as we head toward 2026.

We zero in on how Google search is changing with AI Mode and AI Overviews, why Reddit became such a dominant surface in the SERPs, what's happening with links and updates, and which fundamentals still hold up when attribution and visibility are getting harder to measure.

This is a practical discussion about what's actually shifting, what's mostly noise, and what SEOs should stop chasing.

...

E896: I break down five practical moves that will make you a better marketer. These are things I personally do and use across my own sites, emails, and social channels. No theory. No motivation talk. Just tactics that actually move the needle.

This is especially useful if you work in SEO, digital marketing, ecommerce, or content, but everything here applies broadly to anyone trying to grow traffic, trust, and conversions.

What you'll learn:

🔥 The informational regex: ^(who|what|where|when|why|how|was|did|do|is|are|aren't|won't|does|if)[" "]
🔥 The ecomme...

E895: Most people do blog SEO wrong.

I walk you through the exact process I use doing traditional blog SEO with ChatGPT - step by step - and why you have to be careful if you don't want to damage your brand, your voice, or your credibility.

I also explain why I personally focus on bottom-of-funnel SEO instead, and when blog SEO actually makes sense.

What I cover in this:
- How to reverse-engineer the top 3 ranking posts
- A real example keyword for blog SEO
- How to build...

E894: Click-through rate is now widely understood to be a ranking factor, but most people still underestimate how much it influences search results and how it actually works in practice.

I break down real CTR experiments from Rand Fishkin, explain what they revealed about Google's ranking systems, and share why titles, branding, and user behavior matter far more than most SEOs are willing to admit.

This is not theory. These are documented experiments, real outcomes, and practical takeaways you can apply to your own SEO efforts.

What this covers:
- Why Google...

E893: How do search engines actually work - and what role do LLMs really play?

David Quaid joins the show to break open the search engine black box, explaining how Google, Bing, and AI-powered tools retrieve and rank content, why pages fail to get indexed, and which SEO "rules" are myths versus reality.

We explore the Query Fan-Out, PageRank, CTR testing, indexing behavior, and why most advice about freshness, dwell time, and AI search is misleading.

If you've been confused by LLM search results, indexing issues, or sudden ranking changes, this conversation will...

E892: Google just dropped the December 2025 Core Update, and the early signs point to major SERP changes - not just rankings, but how traffic is distributed.

I break down what we're seeing so far:
- Massive volatility across top-of-funnel sites
- Click-through rates collapsing even when rankings stay the same
- Video thumbnails disappearing from organic results
- YouTube carousels taking over key queries
- AI-generated sites feeling renewed pressure
- Why some sites dropped hard - and then rebounded

I also cover real-time reactions from SEOs and publishers...

E891: One of the wildest SEO journeys you'll ever hear. Tryggvi Rafn went from running a portfolio of sites that were absolutely crushing it… to waking up one morning and seeing every single one wiped out by Google. From there, he rebuilt, reinvented, and eventually scaled 1,000+ profitable sites across multiple industries.

We break down the real truths about SEO that no one talks about - what actually moves revenue, why most AI SEO is doomed, how link building really works going into 2026, and the exact strategies he uses with his e-commerce clients today.

If you ca...

E890: One of the most debated SEO tactics today: companies publishing "Best X in Y" listicles and ranking themselves #1.

For years, this has been a common SEO strategy, but in 2025-2026 it has become far more powerful. These listicles are now being ingested by AI systems like ChatGPT, Gemini, Perplexity, Claude, and Grok, and are influencing the rankings these models generate.

A single self-promotional page can now push a brand to the top across multiple AI platforms. This raises a major question for the industry: will Google allow this, or will these pages get devalued...

889: We break down image SEO, visual search, AI-generated alt text at scale using Gemini, and Easter Eggs in alt text!

The timeless SEO sage, Gagan Ghotra returns to the podcast for this once-in-a-lifetime episode.

If your website has product images, blog images, ecommerce listings, or ANY visual content, this episode will show you how Google actually understands those images - and how to use AI to massively improve your rankings.

Don't. Miss. This. One.

We cover:
- Why visual search is exploding across Google, Gemini, and mobile search
...

E888: Stop making service area pages you'll never rank for.

We break down one of the most common local SEO mistakes new businesses make - trying to rank in cities they don't have topical authority for.

From Darren Shaw (founder of Whitespark and one of the top local SEO experts in the world) said it best, "If you want to rank 50 miles away, you need a new location." Not more pages. Not more blog posts. A verified Google Business Profile in that city with a real, verified location.

You'll learn:
- Why...

E887: Parasite Properties - the long-term SEO assets brands build to influence Google, AI models, and customer decision-making.

These properties rank because they sit on top of platforms Google already trusts, letting brands bypass traditional SEO.

They also feed directly into AI assistants, which increasingly pull their answers from high-authority UGC posts, reviews, and niche sites.

Understanding how these assets shape both search results and AI outputs is now essential for anyone competing in a crowded market.

We explore:
- What parasite SEO is and why it's evolving
...

E886: Link echoes / link ghosts in SEO are one of the most misunderstood concepts in search ranking. Most people still believe that when a backlink is removed, its value disappears with it. But that isn't what really happens - and this, we break open the data that proves otherwise.

We walk through a fascinating series of backlink experiments run by Moz, Rand Fishkin, Mike King from iPullRank, and Martin Panayotov, revealing that rankings often stay high long after the original links vanish. These findings challenge long-held assumptions about how Google values links and how long link equity...

E885: How self-promotional "Best X" lists dominate ChatGPT results and how you can use them to increase AI visibility and drive more traffic from LLMs.

From Glen Allsopp's new viral Ahrefs study analyzing 26,283 source URLs, I share how ChatGPT selects sources, why updated comparison content ranks so well, and how even low-authority sites can get cited by LLMs.

If you want to show up in ChatGPT, boost AI search presence, or optimize content for LLMs, this is your blueprint.

What You'll Learn:
- Why "Best X for Y" lists account for 43.8% of...

E884: Some of the most shockingly effective SEO tactics of 2025: listicle self-plugs, Medium parasite SEO, Reddit domination, AI visibility hacks… then the future of SEO/GEO/AEO tactics in 2026.

Ivan Palii (Head of Product at Sitechecker) joins the podcast to share real experiments he's running right now - including AI manipulation, influencer marketing results, backlink insertion tactics, Reddit sub takeover strategies, and how Medium articles with zero backlinks are still outranking major brands.

If you're an SEO, a founder, or anyone trying to rank in the age of AI search, this might be the most ac...

E883: AI poisoning is here - and it's shockingly easy. New research shows that bad actors can manipulate LLMs with as few as 250 malicious documents, opening the door to brand sabotage, fake comparisons, and engineered hallucinations inside AI responses.

I break down:
- How AI poisoning actually works
- Why LLM spam prevention is still laughably immature
- How black-hat SEO tactics from the 2000s are resurfacing in AI
- Real examples of manipulation already happening
- How your brand can be quietly attacked without you knowing
- The steps you...

E882: How to influence LLMs like ChatGPT, Claude, Perplexity, and AI search engines by giving them the exact brand comparison data you want them to use. I break down this simple but powerful growth hack: placing structured comparison tables across YouTube descriptions, social posts, UGC platforms, and your website so AI models consistently pull the right information about your brand and you control the narrative with competitors.

You'll learn why LLMs love comparison data, how long-tail queries make this tactic even stronger, and how to turn your own table into the de facto source of truth across...

E881: Local SEO in 2026 - this is EVERYTHING you need to know to get top positions in the map pack with a Google Business Profile that CONVERTS.

Darren Shaw - founder of Whitespark and one of the most respected voices in local SEO - joins the show to break down the newly released 2026 Local Search Ranking Factors report. We cover what's actually moving the needle right now for local businesses, including ranking signals, review strategy, and Google Business Profile optimization.

Darren shares proven tactics, high-impact mistakes to avoid, and even some controversial local search "hacks"...

E880: Does adding GPS coordinates to your photos actually boost your Google Business Profile rankings? For years, SEOs have debated whether geotagging image EXIF data helps with local SEO. Some claim it improves visibility in local map results, while others argue it's a waste of time.

We dive into a controlled 10-week study across 27 local business locations, where all other SEO efforts were paused just to isolate the effects of geotagging. Each week, two images per business were uploaded with different town coordinates embedded. The study tracked performance across seven ranking metrics - covering both "near me"...

E879: I break down one of the most powerful lessons from the last decade of SEO - why shortcut tactics (including AI spam, auto-posting, link networks, and churn-and-burn SEO hacks) may work briefly but ultimately destroy long-term results.

We talk:
- The 2012 Penguin update and how it nuked overnight success
- AI-generated spam content, backlink schemes, and what's happening now
- Why you cannot outsmart Google's detection teams
- The dangers of chasing short-term wins vs. the power of consistent, white-hat strategy
- How to focus, commit, and build a real business...

E878: I break down the 6 critical steps of SEO in the exact order you must follow to avoid wasting time and resources.

Most people get SEO backwards, which leads to frustration and stalled growth.

Follow this sequence to maximize effectiveness, improve rankings, and drive real results.

What you'll learn:
- Why starting with "offensive SEO" (creating pages to rank) is often a huge mistake.
- The critical role of "Defensive SEO" and how to set your technical foundation first.
- How to properly clean up and structure your site to...

E877: I break down the SEO and AI tactics that are likely to get penalized by Google and AI systems in 2026 - and the single strategy that will dominate results.

I cover why mass AI-generated content, entity stuffing, and careless Reddit parasite plays are headed for major pushback, and why external topical relevance and reputation-driven branded content across multiple platforms will become essential.

I also explain how SEO copywriters powered by AI will shape winning strategies next year.

Tune in to understand what to avoid, what to double down on, and how to...

E876: Gemini 3 just changed the game.

Edward and Gagan Ghotra break down how Google's new Gemini 3 model is fundamentally transforming SEO, AI search behavior, and buyer journeys.

From massive query fan-outs (12–15 deep) to dynamic AI-generated search interfaces, product listings inside Gemini, AI-driven image creation grounded in live Google data, and the potential death of schema as we know it - this is a must-listen for any marketer, founder, or SEO professional.

Biggest takeaway: In 2026 and beyond, brands that deluge the internet with accurate, long-term, strategically-written content about themselves will win. SEO copywriters - no...

E875: Everyone says "just make good content" - but what does that actually mean?

I break down the uncomfortable but insanely effective method for creating SEO content that gets clicked, consumed, and converts. The key: go back to content you created over four months ago and review it with fresh eyes. It's not easy, but it's one of the most reliable ways to find gaps, improve engagement, and outperform competitors.

You'll learn:
- How to evaluate old content using a simple checklist
- Why giving the answer immediately beats writing a "hook"
...

E874: Nick Eubanks (Vice President of Owned Media at Semrush) joins the pod to break down what businesses need to do right now to win in AI search - and why most companies are still using outdated playbooks while AI-driven discovery is moving faster than ever.

We cover:
- How AI visibility differs from SEO, and why traditional ranking factors like backlinks don't always apply in LLM results
- Evidence clusters vs. keyword clusters - and how over-indexing on factual citations can increase your chances of being surfaced and referenced by AI
- The...

E873: I break down the top link building strategies shared by professionals in a high-performing SEO subreddit thread.

These are real-world approaches that marketers are using right now to acquire backlinks - ranging from guest posts and Source of Source to outreach to networking, sponsorships, press releases, and linkable assets.

You'll learn:
- Why broken link building still works (when done manually)
- How to leverage link exchanges the right way
- Guest post outreach tactics that scale
- Sponsoring local events for both backlinks and brand lift
- Using...

E872: Most "experts" say SEO takes 12 months to work. Sarvesh Shrivastava, today's guest, shows that for local businesses, that's flat-out wrong.

With the right structure, foundation, and targeting, you can realistically hit $100K/month in under 90 days using SEO - but almost everyone gets the strategy completely wrong.

Here's what you'll learn:
- Why 90% of local businesses focus on the wrong things
- The "money page" formula that prints revenue
- How to optimize your Google Business Profile for maximum lead flow
- Real images vs. AI/stock (and why using...

E871: SEO legend David Quaid is back with a high-value breakdown of the most powerful free SEO tools - including several hidden features inside Bing Webmaster Tools that most marketers completely overlook.

Whether you're running your own site, starting SEO from scratch, or debating whether you need to invest in paid tools like Ahrefs, Semrush, or Moz - this episode shows you how to extract real results without spending a cent.

What you'll get:
- Using Bing Webmaster Tools through Google Search Console login with no setup
- Microsoft Clarity for behavior tracking...

E870: I sit down with Kai Cromwell to break down one of the most effective Shopify SEO strategies in use today.

Kai specializes exclusively in Shopify SEO and shares the exact long-tail collection page strategy that drives bottom-of-funnel traffic and revenue fast - without waiting 6-12 months to rank for competitive terms.

We cover:
- Why long-tail transactional pages outperform high-volume keywords
- How Kai builds 40+ SEO landing pages and gets them indexed immediately
- Using AI (at scale) to generate collection content with brand accuracy
- Internal linking structure and...

E869: I break down a viral post from the SEO subreddit that perfectly explains how Google actually ranks pages.

Forget the overcomplicated strategies, mystical topical maps, or black magic SEO tactics. Topical authority comes down to mechanical systems, user behavior, and relevance - nothing more.

We cover:
- Why every keyword puts you into a topical space
- How every click you earn expands your topical authority footprint
- Why pages, not domains, compete for rankings
- How topical bridges help you grow into adjacent subjects
- Why Google values...

E868: We break down one of the most overlooked but essential drivers of search engine rankings: brand building.

Modern SEO goes far beyond backlinks and keywords. Google, AI search, and LLMs reward strong brands with higher authority, better visibility, stronger trust signals, and noticeably improved rankings. If you want predictable organic traffic, high-quality backlinks, and long-term SEO results, building a real brand is the foundation.

We cover why branding matters for SEO, how Google reads brand signals, why branded search is a ranking factor, and how recognition and trust improve click-through rates and link acquisition...

E867: A common SEO mistake: placing every page directly off the root domain.

You'll learn why proper subfolder structure matters for user experience, analytics, link building, topical authority, and long-term scalability.

This walkthrough covers practical examples, how subfolders concentrate authority, and why they make it easier to grow and audit large sites. If you want to improve your information architecture, strengthen your rankings, and get more paying customers, this episode provides a clear framework for structuring URLs the right way.

What you'll learn:
- Why flat URL structures confuse search engines and...

E866: A simple but overlooked SEO tactic: using modifiers to turn low-volume keywords into very, veryyyy high-value buyers.

By adding targeted modifiers like "for schools," "for government employees," or "for enterprise teams," you move deeper down the funnel and reach groups that represent larger purchase orders and higher-quality leads.

You'll learn:
- Why zero-volume keywords can be incredibly lucrative
- How to create modified landing pages that rank with minimal competition
- How to pair SEO pages with user-generated content across YouTube, LinkedIn, TikTok, and more
- The key modifiers that...

E865: A new and growing issue in digital marketing is emerging: black hat AI SEO and the use of fake, AI-generated negative review articles to manipulate how large language models describe a brand.

A Reddit post describes a case where a competitor allegedly purchased a black hat AI SEO service that published false review content across multiple low-quality websites. As a result, ChatGPT, Claude, Perplexity, and other LLMs began repeating incorrect, damaging information about the company.

I explain how this happens, why LLMs pick up misleading sources, how query modification and query fanouts work, and...

E864: I break down the European Commission's new antitrust investigation into Google's enforcement of its site reputation abuse and anti-parasite SEO policies. The investigation focuses on whether Google is demoting news publishers and media companies that host third-party commercial content.

I walk through what parasite SEO is, why publishers like Forbes were hit by Google's policy changes, how Google is justifying its anti-spam actions, and why many SEOs believe the EU's investigation is misguided. I also look at organic traffic data, examples of parasite SEO still getting through, and the difference between obvious and less obvious parasite...

E683: LinkedIn is exploding - and few people are talking about it.

I break down why LinkedIn is quietly becoming the biggest growth opportunity on the internet, how creators with "dead" accounts are getting tens of thousands of impressions in days, and the posting strategy that took my own LinkedIn reach from 250K to 300K impressions in a day.

We get into:
- Why daily posting on LinkedIn is being massively rewarded
- How to repurpose content from 𝕏, TikTok, and Instagram for fast results
- The power of top-of-mind awareness (and why Lin...

E862: Mordy Oberstein - former Head of Communications at Semrush and Former SEO Brand Advisor at Wix - joins Edward to talk about why brand is becoming the most important SEO signal heading into 2026 and why AI won't replace great marketing anytime soon.

Mordy and Edward go deep on:
- Why branded searches, authority, and trust influence keywords, backlinks, and AI visibility
- How AI overviews and LLMs are changing the search landscape
- What Google's AI Mode really means for businesses and if it will stick
- The future of affiliate and...

E861: Google just expanded Opal, its no-code automation tool, to 160+ countries, and the SEO world is not happy.

Opal is being promoted as a tool to generate scalable content… despite Google having a highly-cited Scaled Content Abuse policy.

We break down the contradiction, the backlash, and how real creators are being impacted.

We also talk about Chrisy | Homemade Hooplah's story - a blogger who lost her traffic and livelihood to AI-generated copycat content - and why this moment feels like a turning point for the web.

Topics in this episode:
...

E860: Julian Goldie joins the pod! This episode is the rise, setback, and rebound of one of the most talked-about SEO operators in the space. From rapid AI content experiments to the Google penalty that hit an entire group of creators on the same day, to rebuilding and growing bigger than before, this is a full breakdown of what happens when scale meets search engines.

We get into practical strategy, experimentation, and mindset. If you're building websites, doing SEO, or growing a personal brand, this conversation will help you understand what matters and what doesn't.

...

E859: David Quaid returns to explain how large language models surface webpages and how you can measure and influence your visibility in tools like ChatGPT, Perplexity, Claude, and Gemini.

We walk through query fan-outs, drift, search console interpretation, Looker Studio reporting, and practical steps for testing what LLMs return and why.

Topics covered:
- How LLMs retrieve information in real time rather than storing the web
- How PageRank still influences what LLMs cite
- Query Fan-Outs: what it is, how to observe it, and why it matters
- Drift: how...

E858: Google has officially removed support for several structured data types, confirming a trend that has been developing over the last several years.

We look at what this means for SEO professionals, agencies, and business owners who have invested time and resources into schema markup.

I explain why niche or specialty schema implementations often don't deliver meaningful results, how Google decides when to use structured data, and which markup types are being deprecated.

We'll also cover where you should shift your focus instead - including on-page optimization and keyword strategy that consistently drive...

E857: How to prepare your website for Black Friday and Cyber Monday 2025 using search engine optimization.

Even though the holiday shopping season is close, there are still several high-impact SEO actions you can take to improve visibility, attract qualified traffic, and capture conversions before the sales period starts.

Topics covered:
- How to create brand and product "Black Friday 2025" pages that rank quickly
- Why targeting branded keywords with "Black Friday" or "Cyber Monday" can outperform non-branded terms late in the season
- How to get new pages indexed fast through internal...

E856: Klass Foppen of Promptwatch and Gagan Ghotra join the show!

We discuss the analysis that triggered headlines across the tech industry - a report suggesting a sharp decline in Reddit's visibility in AI-powered search engines, which was followed by a 10% drop in Reddit's stock price.

We examine what actually happened: how Promptwatch tracked Reddit's exposure across AI tools like ChatGPT, Perplexity, and Google's AI Overviews, and how those findings were interpreted by media, investors, and the broader search community.

This discussion goes beyond the surface story to explore how AI search visibility...

E855: New data reveals that 57% of all Google searches are zero-click.

SVP of Marketing at Datos, Belinda Conde, joins the show to reveal that more than half of users now get the information they need directly from Google - whether through AI Overviews, featured snippets, or other Google-owned properties - instead of clicking through to a website.

We explore what this means for SEO, AI search, and the future of user behavior. Using large-scale clickstream data from the State of Search Q3 2025 Report, we break down how AI results, zero-click behavior, and platforms like Reddit...

E854: The God of SEO himself - Charles Floate - joins the show to reveal how AI, automation, and black hat SEO tactics are reshaping Google and the entire search industry.

Charles breaks down how he uses AI agents, vector databases, and custom LLMs to scale SEO operations, automate outreach, and even build a $10M+ link marketplace.

This episode goes deep into AI SEO, parasite SEO, PBNs, site reputation abuse, and what the future of search looks like when Google's AI overviews take over.

In This Episode:
- How Charles Floate built...

E853: We break down one of the most important factors in SEO - pogo sticking.

You'll learn what it is, why it matters, how Google measures it, and the exact steps to prevent it from destroying your rankings.

What you'll learn:
- What pogo sticking means in SEO and why it's so dangerous
- How Google uses "short clicks" and "long clicks" to evaluate user satisfaction
- Insights from Google's leaked documentation and In the Plex by Steven Levy
- Why pogo sticking is one of the strongest behavioral signals in...

E852: He built an AI SEO startup, and then shut it down after realizing the brutal truth about what actually builds visibility in LLMs.

We break down that realization, why "Generative Engine Optimization" doesn't exist as a separate strategy, AND how one local business used traditional brand-building principles to hit $3.4 million in monthly sales.

This episode connects two stories: one about shutting down a company built on hype, and another about a business scaling through fundamentals. If you care about SEO, brand strategy, or digital marketing heading into 2026, this is a must-listen.

What...

E851: Ever wonder why some people never shut up about SEO?

I break down the real reason I'm obsessed with search engine optimization - not just for the traffic or rankings, but because it's the most satisfying, long-term marketing channel there is.

SEO lets you reach people who already want what you sell, build assets that compound for years, and create something that keeps bringing in customers long after you hit publish.

If you've ever felt burnt out or uninspired with SEO, this episode will remind you why it's worth it.

...

E850: Wild local SEO tactics that work - including one that involves using a second Google account. This episode covers real-world strategies that local SEOs are using to move up in the map pack and boost visibility.

We'll break down:
- A sneaky "competitor removal" trick local SEOs are quietly using
- Why replying thoughtfully to reviews boosts rankings
- Joy Hawkins' tip that one internal link can move your map pack rankings
- Why deleting half your content might be the best SEO move you make this year
- How talking...

E849: You're into SEO - you love search engine optimization - but you don't have a website, a product, or even a clear direction yet. You just want to start.

This episode is for you.

I break down exactly what to do when you're passionate about SEO but not sure where to begin. From picking a niche you'll actually want to stick with for the long term, to launching your first site, building links, writing content, and setting up socials so you're ready to grow when the time comes.

Whether you eventually want...

E848: Most marketing agencies claim to be "profit-driven."

Nathan Perdriau says that's a lie.

Nathan - co-founder of Blue Sense Digital - joins us to explain what it really means to connect paid media with profit, how finance and marketing intersect, and why most agencies misunderstand what drives sustainable growth.

What you'll get:
- How to connect paid media decisions directly to the P&L
- Why "profit-driven" agencies are often anything but
- The role of financial literacy in marketing strategy
- Attribution, geo-lift testing, and understanding real...

E847: Jacky Chou built an SEO empire that made $500K per month - until Google wiped out 15 of his sites overnight. Now he's back and crushing harder than ever, running even more profitable SEO-driven businesses.

In this episode, Jacky goes deep on Black Hat SEO, CTR manipulation, link-building tactics, and what it's really like to make and lose millions online. We talk about surviving brutal algorithm updates, ranking in the AI era, and how Jacky rebuilt smarter, stronger, and more diversified than before.

If you care about SEO, niche sites, or digital entrepreneurship, this episode...

E846: David Quaid shares the SEO playbook that delivers consistent results. With more than 26 years of experience leading digital growth, David has helped companies scale to hundreds of millions in revenue through search-driven strategy and technical SEO execution.

In this episode, he explains what works in SEO today - from how PageRank still shapes Google's algorithm to how topical authority, site structure, and internal linking determine visibility. The discussion focuses on building long-term performance through fundamentals, not churn and burn shortcuts.

We cover:
- How PageRank still influences modern Google rankings
- Building...

E845: They said SEO takes 12 months to work. But the truth is, a local business can hit $100k/month in under 90 days. 

Here's exactly how to do it:

1. Optimize Google Business Profile before anything else.

Most businesses treat Google Business Profile like an afterthought. That's the fastest way to lose local leads.

- Add real images (not stock)
- Fill in services, hours, categories
- Get 10+ reviews immediately (email past clients)
- Post weekly updates

Google wants freshness and completeness. 

Give it both.

...

E843: You can drive all the traffic in the world… but if your website doesn't convert, it doesn't matter.

I break down real stories from marketers who saw massive jumps in performance - sometimes over 400% more conversions - just by making simple website changes.

From rewriting headlines and removing drop downs to changing button colors (the legendary "Big Orange Button"), these are the conversion rate optimization (CRO) lessons that actually work.

Whether you run an e-commerce store, SaaS site, or personal brand, this will give you actionable ways to turn more visitors into cu...

E842: Everyone's talking about "AI visibility," but almost no one is asking the right questions.

Is it actually real - or just another marketing buzzword sold by agencies and tools that need a new story to tell?

We uncover The Big AI Visibility Lie with former Telegraph Head of SEO James Carson, who's worked with some of the biggest publishers in the world.

We unravel:
- Why "AI visibility" and "GEO" are mostly hype (and who's selling it)
- The truth about ChatGPT, Perplexity, and AI Overviews traffic
- How...

842: OpenAI just released its new browser, ChatGPT Atlas, and many people are asking if this could mark the end of SEO as we know it.

I break down what marketers and SEO professionals are actually saying about Atlas - what it gets right, what it struggles with, and whether it really changes how people search or browse.

We cover:
- What ChatGPT Atlas is and how it works
- How SEO experts are reacting to it
- Whether Atlas could impact Google's dominance
- How hallucinations and AI feedback loops might...

841: Everything you know about marketing analytics… is wrong.

Today's guest, Jeff Greenfield, built one of the world's first multi-touch attribution platforms - long before most marketers even knew what "attribution" meant.

He's here to expose the truth about why your data is lying to you, why Google Analytics only shows half the story, and how 80% of marketing budgets are being wasted without anyone realizing it.

We break down:
- The real reason your Facebook and Google Ads don't match
- What "cookie-less" marketing actually means for your tracking
- How to...

E840: Most SEOs are building links the wrong way - and they don't even know it.

Alejandro Meyerhans, a link building expert, joins the podcast to share the harsh truth about link building, SEO myths, and what moves rankings in 2025.

We talk about why white hat vs black hat doesn't matter, how Google's trust system works, the future of backlinks, AI-generated slop content, and how to build authority that survives every algorithm update.

If you care about SEO, backlinks, or the future of search - this is one you can't skip.

...

E839: 95% of SEOs and 99.9999% of digital marketers completely miss this concept - keyword gaps inside the SERP itself.

I break down exactly what a keyword gap is, why it matters more than any SEO metric, and how to find and fill them so Google wants to rank your pages.

You'll learn:
- What a keyword gap actually is (and how to spot one in the search results)
- How to analyze SERPs with your own eyes to find low-competition opportunities
- Why Google "desperately" needs content that fills these gaps
...

E838: Is another Google core algorithm update coming? Between October 15th and 18th, multiple SEO tracking tools recorded high levels of ranking volatility.

At the same time, the SEO community began reporting major fluctuations in traffic and visibility.

I review what we know so far about this potential update and what we might see if a major core update does come rolling through.

Here's what we cover:
- What recent tracking data from Semrush and other tools is showing.
- Barry Schwartz's observations on the latest ranking volatility and on tool...

E837: What should never be automated in SEO - and why do so many marketers get this wrong?

I break down a viral Reddit thread that sparked dozens of high quality comments from SEOs, content strategists, and digital marketers debating what can and can't be automated.

From writing and keyword intent to backlinks and human judgment, we explore what automation tools are great for - and where they'll actually hurt your rankings.

Topics covered:
- The #1 thing you should never automate in SEO
- Why AI-written content still falls short
...

E836: How did Originality.ai become one of the biggest SEO success stories in the AI space?

I sit down with the company's CMO, Madeleine Lambert, who explains the strategies that took her startup from zero to ranking for 13,000+ high-value keywords and earning 78,000 backlinks - all without outside funding.

We discuss:
• How they built a content marketing operation from the ground up.
• The digital PR and data studies that generated thousands of backlinks.
• Why Google penalizes AI-written content and how to avoid it.
• The SEO mistakes that cost tens of thousands and what...

E835: AI SEO is officially being gamed - and Google's AI mode can't keep up.

Two of the best SEO minds on 𝕏, Gagan Ghotra and Harpreet Singh, join the show to break down how people are manipulating AI search systems using cheap press releases, Reddit strategies, and content tactics that still fly under Google's radar.

We go deep on how AI Overviews, ChatGPT, and Perplexity are pulling data from questionable sources, why "AI slop as a service" is flooding the web, and what brands and SEOs should actually be doing to survive in this new lan...

E834: Is "AI SEO" (a.k.a. GEO - Generative Engine Optimization) actually a thing… or just another hype bubble?

I break down a viral LinkedIn post outlining 10 reasons why GEO isn't real - and why so many marketers are wasting time chasing AI SEO strategies that don't move the needle.

You'll learn:
- The truth behind AI Overviews and their real search visibility
- Why optimizing for ChatGPT or Perplexity doesn't make sense
- How to use comparison pages and review strategies that work for both SEO and AI models
...

E833: Online reviews are one of the most important ranking and conversion factors in digital marketing - yet most businesses ignore them.

Reputation management experts Duane "DJ" Sprague and Scott Brandley break down how they helped a national brand turn a flood of bad reviews into $190 million in new revenue - and how you can use the same strategies to improve your SEO, visibility, and trust online.

We cover everything from how to bury negative results in Google search to how to build long-term brand credibility with real customer feedback. If you care about SEO...

E832: HouseFresh went from 1,000 clicks a month to over 200,000 clicks a month - a 4x increase from their peak before Google's Helpful Content Update destroyed their traffic.

I break down exactly what happened, what HouseFresh did right, and why their recovery has the entire SEO world debating whether it was "real SEO" or just Google fixing its mistake.

You'll learn:
- How HouseFresh rebuilt its traffic after the Helpful Content Update
- The power of brand signals, UX, and off-site marketing
- Why podcasts and YouTube appearances can supercharge your SEO
...

E831: How to create "best X" articles the right way - not just to rank in Google, but to influence large language models (LLMs) like ChatGPT.

This is a five-point framework for how B2B marketers can use "Best X" content to build credibility, earn mentions, and generate sustained rankings that actually stick.

You'll learn:
- When "Best X" articles make sense (and when they don't)
- How to position your brand without hurting trust
- Why fair competitor comparisons improve dwell time and rankings
- How this strategy snowballs into...

E830: We break down Pieter Levels' programmatic SEO strategy - the approach behind his projects like RemoteOK, NomadList, PhotoAI, and InteriorAI.

Most people who try programmatic SEO end up creating thousands of low-value pages that add no real benefit for users. Those pages waste crawl budget, bloat the site, and often end up damaging overall SEO performance. Pieter Levels took a completely different approach. His pages are unique, valuable, and directly useful for what people are searching for.

We cover:
- Why most programmatic SEO fails
- The "usefulness" factor that makes Pieter's...

E829: The supreme art of the marketing war is to subdue your competition without fighting.

I share the dark combative side of SEO - the shady tactics some marketers use to hurt competitors instead of helping themselves. From negative SEO attacks that tank rankings, to Reddit bans that can erase a brand's online presence… these are real, dangerous, and surprisingly easy to execute.

You'll learn:
- What negative SEO really is (and how it works)
- How marketers get competitor domains or brand names banned on Reddit
- Real-world examples and experiments th...

E828: Direct mail has quietly made a comeback. In a world crowded with emails and digital ads, physical mail is getting attention again - and delivering real results.

Wilson Zehr joins the show to break down how to easily do direct mail campaigns.

He's been doing direct mail since 1999 and built a technology company that makes sending physical mail as simple as sending an email.

Wilson explains how direct mail has evolved, why it now performs better in some cases than digital marketing, and exactly how to set up and measure your own...

E827: I rank the top social media platforms by how well they show up on Google - and break down what people call parasite SEO.

You'll learn which platforms perform on Google search and how to use videos and written posts on YouTube, Instagram, TikTok, Threads, Reddit, and more to rank without a website.

We'll cover:
- The difference between parasite SEO and transparent brand posting
- Why YouTube, Instagram, and TikTok crush traditional blogs in search
- How Reddit, LinkedIn, X, Threads, and Medium fit into the SEO mix
...

E826: AI-written blog content is everywhere - but how do you actually do it the right way for SEO?

I break down the 3 levels of AI-generated SEO blog content, inspired by Search Engine Land's recent experiment with publishing AI-written guides.

You'll learn:
- The difference between unedited AI "slop" vs. human-reviewed AI content
- How Search Engine Land uses AI + human editors to create SEO guides
- Why buzzwords and em dashes are a dead giveaway for AI writing
- A practical system for creating blog content with AI that doesn't...

E825: Big blogs that once dominated SEO are now collapsing - and it's not just because of AI.

The SEO legend, Lars Lofgren joins the show. Lars was one of Neil Patel's early employees back in 2011 and was active in aggressive marketing when the term, "growth hacking" was invented.

We go into why so many large content sites are in steady decline, what "sloppy SEO" looks like, and the brutal truth about recovering from years of content bloat, broken links, and weak topical authority.

You'll learn:
- Why SEO "moats" don't work...

E824: Google looks to be dropping a big change: AI-generated meta descriptions made to perfectly satisfy search intent.

That means fewer clicks for shallow, top-of-funnel content - and a massive shift in SEO strategy.

I break down:
- What Google's AI meta descriptions mean for your traffic
- Why top-of-funnel content is more vulnerable than ever
- The two content strategies that still win clicks
- How to focus on bottom-of-funnel keywords that actually convert

If you rely on SEO for leads, customers, or sales, this update changes the...

E823: Backlinks, domain authority, page speed… SEO can feel like an enigma. 

I break down one of the most popular posts from the SEO subreddit and share the most credible, practical responses on what really matters for ranking.

We'll cover:
- Why chasing domain authority isn't the best backlink strategy
- How to think about SEO beyond technical performance
- Real-world backlinking tactics (guest posts, broken links, local citations, and more)
- The truth about page speed and core web vitals
- How to build relevance and authority the natural way...

E822: Reddit's influence on SEO and ChatGPT results has taken a surprising hit - but is it really over?

I break down the sudden drop in Reddit citations within ChatGPT, why Google's recent changes may be the cause, and what this means for SEO, generative engine optimization (GEO), and your digital marketing strategy.

You'll learn:
- Why Reddit citations in ChatGPT fell from 14% to just 1%
- How Google's removal of the "num=100" parameter reshaped AI search results
- Whether Reddit is still a dominant force in SEO and AI-driven search
...

E821: AI-generated SEO "slop" content has fueled explosive growth for startups - but Google's latest spam update shows just how fast it can collapse.

We break down Ramp's coming SEO crash, Profound's slop implementation, Reddit's sudden drop in ChatGPT citations, and why unchecked AI content is a ticking time bomb for your business.

Should companies gamble on AI slop for fast SEO gains? Or is playing the long game with useful, human-reviewed content the only durable path forward? We dig into the risks, the data, and the lessons every marketer needs to hear.

...