The Edward Show

12:40

Google's Leaked Internal Presentation: "Don't Talk...

The Edward Show ·

2026/09/21

E1174: Google has told employees not to discuss how clicks are used in Search outside of a need-to-know basis. That comes directly from an internal Google presentation from around the end of 2018 that surfaced during discovery in Google's antitrust trial. The presentation gives a rare look at how Google talks internally about Search, SEOs, leaks, ranking information, clicks, and the risks of explaining too much about how the algorithm works. I break down the most important slides and what they mean

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11:55

The Internal Linking Trick That Uses Topical...

The Edward Show ·

2026/09/20

E1173: Internal linking is one of the fastest SEO improvements you can make, and this episode breaks down a simple method for using topical authority you already have to rank new pages and push existing pages higher. The method starts with a Google search: [your website] "keyword you want to rank for" Google will show you which pages on your site it already sees as relevant to that keyword. From there, you take the most relevant text on those indexed pages and internally link it to the page you

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01:11:59

How He Ranks #1 in Google Maps From 53 Miles Away |...

The Edward Show ·

2026/09/18

E1172: Mike Martin ranks #1 in Google Maps for "business coaching" from 53 miles away from his Google Business Profile. In this episode, Mike breaks down the Google Business Profile strategy he uses across his own businesses, clients, and agencies. The core is what he calls the GBP Loop: profile completeness, pictures, posts, and praise, multiplied by consistency. Mike started in SEO after teaching himself to become a locksmith and building one of the largest independently owned locksmith companies

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01:03:33

Query Augmentation: How One Page Ranks for Thousands...

The Edward Show ·

2026/09/17

E1171: Query augmentation: how Google connects searches with related queries and why one page can end up ranking for hundreds or thousands of keywords that never even appear on the page. James Dooley returns to the show, bringing the goods. We get into the difference between lexical matching and query semantics, how Google interprets search intent, and why trusted sites with strong user and brand signals start ranking across much broader keyword buckets. James explains why a page targeting one

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12:45

How SEOs Actually Find Keywords in 2026 (What Reddit...

The Edward Show ·

2026/09/16

E1169: How are SEOs doing keyword research in 2026? I break down a viral thread from the SEO subreddit where SEOs shared their real processes, tools, shortcuts, and ways of deciding which keywords deserve attention. Some of the advice is strong. Some of it misses the point. The biggest mistake is treating keyword research like a spreadsheet exercise instead of looking at search intent, business value, and what is really ranking in Google. In this episode: - Why I ignore keyword difficulty scores

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28:20

Nike Has Infinite SEO Authority. Its Blog Gets 1,400...

The Edward Show ·

2026/09/16

E1170: Nike has one of the strongest brands and domains on the internet, yet its blog gets an estimated 1,400 organic clicks per month. That is an absurd amount of wasted SEO authority. I sit down with David Quaid to break down why enormous companies like Nike, GoPro, and Chewy leave so much organic traffic on the table, despite having domains that smaller companies would kill to own. Nike has decades of authority, massive amounts of branded search, famous athletes, globally recognized product

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18:25

Claude Sites Have a Serious SEO Problem: Too Many Words

The Edward Show ·

2026/09/14

E1167: Claude-generated websites have a serious SEO problem: they use a lot of unnecessary words. Search intent is not only about covering the right topic. It is also about presenting the answer in a way that is fast and easy to consume. I break down three real AI-heavy websites and show how unnecessary copy, repeated headings, pointless "eyebrows," bloated introductions, and buried answers create a worse experience for searchers. I cover: - Why satisfying search intent includes how information is

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01:22:14

SaaS Link Building: Why One Listicle Placement Is...

The Edward Show ·

2026/09/14

E1168: SaaS link building gets expensive fast. In this episode, Kristiyan Yankov breaks down why a single placement in the right listicle can be worth $1,000+, how he decides which backlinks are worth paying for, and the link-building methods his team uses across more than 60 SaaS companies. We go deep into the actual process behind SaaS link building, from finding competitor backlink gaps to pitching publishers, negotiating paid placements, building relationships on LinkedIn, getting links from

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11:02

Google Can Lose Faith In Your Website (Here's How To...

The Edward Show ·

2026/09/13

E1166: Google can lose faith in your website. That is the language Google's John Mueller used when discussing sites filled with large amounts of programmatic SEO content, low-quality pages, and generated content that fails to give users enough value. I break down what that means, why bad old pages continue to hurt a site, and what actual SEO recoveries look like. I cover: - John Mueller's warning that Google's systems can lose faith in a site based on its old pages - Why publishing hundreds or

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01:29:26

Position #1 On Google Is Dead (8.1 Million Searches...

The Edward Show ·

2026/09/11

E1165: Position #1 on Google is dead, at least as a single, static ranking you can check once and trust. Joy Hawkins returns to break down a study of 8.1 million Google search results that found organic rankings became 48.7% more volatile after the May 2026 Core Update. 97% of the tracking reports analyzed started shuffling, and two people searching the same phrase at the same time now regularly see different rankings. The volatility didn't disappear after the update ended. It stayed elevated. We

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11:07

How $72 in Press Releases Made Google Call This Man...

The Edward Show ·

2026/09/11

E1164: It cost just $72 in press releases to get Google's AI Overview to call James Dooley the "King of AEO." I break down how two cheap press releases created enough relevance and third-party confirmation for Google to repeat the claim directly inside an AI Overview. The first press release cost $66 through an EIN Newswire package. The second cost $6 through AB Newswire. Both placed "King of AEO" in the locations that matter most for relevance: the headline, page title, URL slug, and opening

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11:32

The $50,000 Internal Linking Experiment: Links That...

The Edward Show ·

2026/09/10

E1163: Does Google care whether people actually click the links on your page? I break down a $50,000 internal linking experiment across 15 websites, plus a Google patent that describes assigning different weights to links based on the probability that users will click them. The findings challenge a lot of standard SEO thinking around internal links, PageRank dilution, link placement, and how authority flows through a site. In this episode: - A $50,000 internal linking experiment conducted across 15

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11:28

Google Admits They Fake Understanding Your Content

The Edward Show ·

2026/09/09

E1162: In 2016, Google gave an internal presentation called Q4 Search All Hands. Years later, slides from that presentation surfaced during discovery in Google's antitrust trial, and one of them contains an unusually direct admission: "We do not understand documents. We fake it." Google explained that its ability to understand documents directly was minimal. Instead, it watched how people reacted to search results and learned from those responses. I break down what Google said, why this presentation

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07:56

LinkedIn Is Still a Blue Ocean (45,000 Views With a...

The Edward Show ·

2026/09/06

E1161: I break down why I still consider LinkedIn a blue ocean for organic reach, Google rankings, AI visibility, and content distribution. A listener named Marc recently started posting again after years of inactivity. Within one week, one of his posts reached 45,000+ views. That came from an account that had been dead for years. And the opportunity goes far beyond LinkedIn's feed. LinkedIn pages rank extremely well in Google. LinkedIn ranks for almost 120 million keywords and gets close to 500

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14:19

How To Get Free Backlinks in 2026 (Methods That...

The Edward Show ·

2026/09/06

E1160: You do not need to pay for backlinks to build authority in 2026. I break down a viral SEO Reddit thread about how people are getting legitimate, high-quality backlinks without buying links, spamming irrelevant directories, or wasting time on tactics Google is increasingly good at ignoring. The best part: several of the people in the thread shared specific examples, including the exact assets they created, where the links came from, and the results. We cover: - How one SEO used original

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08:39

Google's August Spam Update: 4 Sites That Got Wiped...

The Edward Show ·

2026/09/04

E1159: Google's August 2026 Spam Update hit some sites extremely hard. I break down four case studies from Glenn Gabe showing exactly what Google's August spam update targeted, including scaled AI content, programmatic SEO with little added value, thin affiliate pages, poor user experience, and sites operating in risky niches. One of the sites lost rankings for more than 200,000 queries. Another had more than 1.5 million URLs indexed, many of which were lost. These weren't simply examples of "AI

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15:42

Google Says "Good SEO Is Good GEO" - Here's What They...

The Edward Show ·

2026/09/03

E1158: Google published an article called "Good SEO Is Good GEO," arguing that the best strategy for showing up in Google's AI search experiences is still foundational SEO. I agree with a lot of it. But some of Google's advice leaves out important parts of how SEO and GEO work today. I go through Google's article point by point and react to it in real time. Google says AI Mode and AI Overviews are built on top of the same core ranking and quality systems used by traditional Search. It also says

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10:19

Google Just Expanded AI Overviews: This Is What Still...

The Edward Show ·

2026/09/03

E1157: Google is expanding some AI Overviews automatically, removing the need to click "Show More" and pushing traditional organic results much farther down the page. Predictably, a lot of SEOs are freaking out. I break down what Google actually changed and why I don't think businesses and publishers should panic about SEO. Google confirmed that AI Overviews can now dynamically expand when its systems believe a fuller AI answer would be useful. On those searches, users can get a much larger AI

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10:56

Preferred Sources Is Not Just for News Publishers...

The Edward Show ·

2026/09/01

E1156: Google Preferred Sources was originally introduced around news publishers, and that is still causing a lot of SEOs to dismiss it. That is a mistake. I go directly through Google's own documentation and explain why Preferred Sources now appears relevant far beyond traditional news sites. Google says any website that publishes fresh content is eligible. The feature is available globally in Top Stories and can also influence what users see in AI Mode and AI Overviews. Google Discover

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11:43

He Donated a Free Roof and Got Links You Can't Buy

The Edward Show ·

2026/08/31

E1155: A roofer in South Florida donated a free roof through Habitat for Humanity. The charity wrote about it and linked to his business. Then a local news station picked up the story, his Facebook post was shared more than 200 times, and one act of goodwill produced the kind of links and attention that are extremely difficult to buy. That is goodwill link building. I break down how businesses can do genuinely useful things for people, nonprofits, organizations, and other companies, then turn that

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