PODCAST

The Edward Show

Edward Sturm

Founder and go-to-market stories from the lens of a world-class marketer.

business marketing

All Episodes

21:25

How to Become an SEO Pro From Scratch

The Edward Show ·

2025/05/27

E692: Unconventional advice for how to become nasty at SEO. This isn’t just about being able to rank with SEO - it’s about how to sell and make money. I start with explaining the why - why would you even want to become pro at SEO in 2025 when there are so many other great marketing channels? Then I explain the overall philosophy on what you should be doing… and what you shouldn’t. Finally, I tell you what to do and where to start. This is how to become an SEO pro - from scratch - in 2025. ▶️

15:13

The Schema Lie SEO Gurus Sell You

The Edward Show ·

2025/05/26

E691: Schema markup - the lie SEO agencies and consultants have been using for the past decade to fearmonger and basically steal money from clients. I, first, demystify what Schema markup actually is. Then, I explain the lie SEO agencies and consultants use, giving examples. Next I share when you need to worry about Schema markup. Finally - I explain how to implement it yourself - without paying lots of money to an agency or consultant. Don’t let agencies and consultants take money from you with

15:07

How Chatbase Added $103K MRR with Just 36 Keywords -...

The Edward Show ·

2025/05/25

E690: A lot of people say SEO doesn’t work anymore. This episode shows otherwise. Chatbase grew their monthly recurring revenue by $103,000 - and SEO was a huge part of it. They didn’t rank for thousands of keywords. They just focused on a few that mattered, backed by a focused content effort. I walk you through what they did, what actually drove results, and why SEO still has plenty of room - if you know where to look. ⭐️ Sources 2025 State of SEO: - https://detailed.com/state-of-seo/ Sandra’s 2

17:17

How to Exploit Search Frustration for More Traffic &...

The Edward Show ·

2025/05/24

E689: People are searching Google now more than ever. A study last year showed, “Survey: 54% of people look through more search results vs. 5 years ago.” But are they searching more because they like it or out of frustration? Signs point to frustration… and this leads to a great opportunity for marketers. It’s now easier than ever to stand out in SEO - and I share how. Plus - huge news from Google: AI Mode reporting is coming to Google Search Console. GSC to show AI queries in addition to normal

11:52

Can Blogging Too Much Damage SEO?

The Edward Show ·

2025/05/23

E688: If you frequently publish a blog that isn’t optimized AT ALL, will that hurt your SEO? I break down the full answer. Here’s what I cover: - Why publishing a high volume of content, without keyword targeting, isn’t necessarily harmful - The situations where it can cause problems, and how to prevent them - How I use a similar approach on my own blog, https://edwardsturm.com/articles/ - A simple SEO trick: how to optimize already-published content in five minutes using data from Google Search

14:40

Reddit Reacts: LLM SEO vs. Google - Is the Shift Real?

The Edward Show ·

2025/05/22

E687: Is AI-generated traffic replacing classic SEO (optimizing for the “10 blue links”) or is this just hype? I share the Internet’s most insightful thoughts on this and practical advice on how to optimize for AI tools like ChatGPT, Gemini, Claude, Perplexity, and more. Plus, we break down: - What Google’s new AI Mode means for search traffic and visibility - Whether LLM SEO is truly replacing traditional search - How to structure your content to appear in AI-generated answers - Why backlinks,

01:09:09

King of SEO: How He Closes Seven-Figure Deals

The Edward Show ·

2025/05/21

E686: What does it really take to close and manage million-dollar SEO deals? In this powerhouse episode, we sit down with Yas Haque, the former Head of SEO at Omnicom. While Yas was at Omnicom, it was the largest publicly traded marketing agency in the world. Its current market cap is nearly $15 billion. Head of SEO at the biggest marketing agency = King of SEO in my book. Yas shares: - How to land and manage seven-figure SEO contracts - What it was like being Head of SEO at the largest publicly

08:39

Interest in SEO Just Hit an All-Time High (And I’m...

The Edward Show ·

2025/05/20

E685: Interest in search engine optimization is shockingly at a literal all-time high. Since December 2024, interest has spiked up. I share why I believe this is, what to look out for, and what to do now. Topics covered: - Why SEO interest spiked in December 2024 - The role of AI in enabling SEO and product launches - What Google’s AI Overviews and “AI Mode” mean for search - How to structure bottom-of-funnel hub pages - The growing influence of transactional keywords - Why backlinks matter less

01:25:43

Moz Exec: Is SEO Dead or Stronger Than Ever in the...

The Edward Show ·

2025/05/19

E684: Jonathan Berthold, a senior executive at SEO data company, Moz, joins the pod! We go deep into one of the biggest questions in digital marketing: Is SEO dead in the era of AI? Topics for the show: - How Google’s AI Overviews and ChatGPT are impacting SEO strategies - The future of affiliate SEO and how it must adapt - Link building tactics that still work (and the ones that don’t) - How Moz is using AI agents and internal tools to scale SEO - Why bottom-of-funnel SEO is still thriving - The

10:47

Google’s AI Overviews Stole My Entire Page

The Edward Show ·

2025/05/18

E683: Google’s AI overviews took my entire page, rewrote it, and gave it right there in the Google results - the whole thing - so that searchers would not have to click into my page… and I would lose the traffic. But this isn’t necessarily a bad thing! And in this video, I share why. Plus two more examples of AI Overviews rewriting content and giving it in the Google results so that searchers do not have to click through to the pages the content comes from. ⭐️ Lily Ray’s post:

11:27

Stop Losing SEO Traffic: How to Measure and Fix Pogo...

The Edward Show ·

2025/05/17

E682: How to measure pogo sticking in SEO and how to fix it! Plus more SEO questions from the audience… Question 1: Should you change the name of your company and URL if your company name is too common? If so, what’s the best way to do this while still maintaining SEO? Question 2: How do we measure pogo sticking in SEO - when a searcher comes to our page through Google Search, but goes back to the search engine results because our page doesn’t give them what they want? How do we measure this and fix

09:26

Is Blog SEO Necessary for Topical Authority?

The Edward Show ·

2025/05/16

E681: Is blog SEO - doing search engine optimization with a blog and top-of-funnel SEO’d articles - necessary for building topical authority? Topical authority being how much authority your website and company have in your specific niche. Is blog SEO necessary for this? No - it’s not. And in fact, it’s a distraction. I share how you should be building topical authority in the absence of search engine optimization with a blog. 🔥 Sources and information: How to build topical authority: - Put up one

07:22

What the Latest Google Core Update Really Changed

The Edward Show ·

2025/05/15

E680: The dust has settled on the March 2025 Google Core Algorithm Update. Here’s what actually changed. In this episode, I break down the biggest winners, losers, and key shifts from the latest update - and more importantly, how you should adjust your SEO strategy in response. Topics covered: - Content quality signals refined - UGC platforms: Reddit’s rise, Quora’s dip, forums fading - Retail & e-commerce SEO volatility: Uniqlo vs. Amazon - AI Overviews and their impact on blog CTR - The rise of

13:30

Is Google Actively Making Search Results Worse to Get...

The Edward Show ·

2025/05/14

E679: There’s a growing theory that Google is intentionally degrading its search results to drive more ad clicks and revenue. Is this actually true? I break down a recent rant from a two-decade Google engineer who directly pushes back on this claim. We’ll look at what the data actually says, why the court case may have misunderstood it, and what this means for SEO moving forward. If my conclusions are true, there’s actually far more opportunity in SEO than I previously thought. ⭐️ Barry Schwartz

12:46

Should You Use Google’s Disavow Tool in 2025?

The Edward Show ·

2025/05/13

E678: The disavow tool in Google Search Console lets you tell Google to ignore “toxic” backlinks. But is this actually useful in 2025? I break down whether you should be using the disavow tool, who it is really for, and why most websites and businesses are wasting their time (and money) on it. A listener emailed me about their SEO expert disavowing links with zero results. That inspired this deep dive into: - What the disavow tool is and how it works - Real opinions from SEOs on Reddit and the

15:57

The Compounding Effect of Daily Effort

The Edward Show ·

2025/05/12

E677: This is for if you want to stick with something long enough to see results… if you’re seeking the 1% daily improvements that compound A TON over time. I share what I’ve learned from doing this show for 677 days in a row, making short-form videos for 925 consecutive days, and sending out a weekly newsletter without missing a week for nearly two years. I go into: - The truth about consistency and how to keep showing up, even when motivation is low - Shaan Puri’s Taste Gap - why your early work

07:40

Reddit Parasite SEO: The 2 Mistakes Everybody Makes

The Edward Show ·

2025/05/11

E676: Reddit parasite SEO - using Reddit to rank your brand for your keywords - is attempted by many SEOs and marketers. But there are two mistakes everybody makes. The thing is… they’re pretty simple mistakes, too. Sometimes knowing what to do isn’t enough; you need to know what NOT to do - pitfalls to avoid. This is how to do Reddit Parasite SEO. By the way, I don’t endorse this strategy, and you 100% should not do it! ⭐️ How to Humanize ChatGPT Content: https://www.youtube.com/watch?v=7_bmGoLFfRo

12:55

How to Humanize ChatGPT Content

The Edward Show ·

2025/05/10

E675: How to make ChatGPT output sound human. First, I give a high-level prompt to use in your ChatGPT settings. Then I give words to avoid, the best ChatGPT model for copywriting, what to do about emdashes, and AI writing detectors to double-check with. Then I share how to get away with AI-written video scripts. Finally, I share advice from Steven Bartlett about AI-written text. Shared in the episode 👇 ⭐️ From @justinfineberg_ on Instagram Add to Settings 👉 Personalization 👉 Custom instructions

01:06:00

Rand Fishkin on SEO, AI Overviews, and the Future of...

The Edward Show ·

2025/05/09

E674: Rand Fishkin joins the pod! Founder of Moz. Creator of SparkToro. Hugely influential in how millions of people - myself included - approach marketing. He goes deep on: - The future of SEO in an AI world - Why engagement beats backlinks (confirmed in Google’s own court testimony) - The unexpected top-of-funnel gap being left to exploit - The marketing metrics he actually tracks - And why audience insights are the most overlooked growth lever ⭐️ Rand and his companies: Rand on Threads:

10:05

What Apple’s AI Shift Means for SEO (And Why I’m Not...

The Edward Show ·

2025/05/08

E673: Alphabet stock bombs after Apple says it is reconsidering its $19 billion partnership with Google - using Google as their default engine. Instead, Apple is considering going with a more AI-dominant search solution. So, should we as SEOs, marketers, and business owners be worried? I’m not, and here’s why. ⭐️ CNBC - Alphabet shares sink 7%: https://www.cnbc.com/2025/05/07/alphabet-shares-sink-on-report-apple-may-add-ai-search-to-its-browser.html ⭐️ Google’s Statement:

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