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PODCAST

SEO Is Not That Hard

Are you eager to boost your website"s performance on search engines like Google but unsure where to start or what truly makes a difference in SEO?Then "SEO Is Not That Hard" hosted by Edd Dawson, a seasoned expert with over 20 years of experience in building and successfully ranking websites, is for you.Edd shares actionable tips, proven strategies, and valuable insights to help you improve your Google rankings and create better websites for your users.Whether you"re a beginner or a seasoned SEO

business marketing

All Episodes

13:49

Entities Part 5: How ChatGPT Really Thinks About Your...

SEO Is Not That Hard ·

2025/10/15

Send us a text Forget neat rows of facts—your brand lives inside AI as a point on a vast map of meaning. We unpack how large language models like ChatGPT convert words into vectors, arrange them in a multi‑dimensional latent space, and “reason” by navigating probabilistic paths rather than retrieving certified entries from a knowledge graph. That shift explains both the astonishing creativity of LLMs and the stubborn problem of hallucinations, and it reveals why your content choices directly ...

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10:09

Entities Part 4 : Beyond 10 Blue Links

SEO Is Not That Hard ·

2025/10/13

Send us a text The search results page is no longer a tidy list of links—it’s a dynamic canvas where knowledge panels, rich snippets, featured snippets, and AI Overviews signal who Google trusts. We dig into how entities underpin every one of these features and why your real goal isn’t just ranking higher, but earning eligibility across the SERP. By treating features as an external readout of the knowledge graph, you can diagnose gaps in authority, spot competitor advantages, and plan content...

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10:59

Entities Part 3 : The Knowledge Graph

SEO Is Not That Hard ·

2025/10/10

Send us a text Most brands still try to “tell” Google who they are. We show how Google actually decides: by stitching together a ledger of facts from your site, LinkedIn, Wikipedia, news articles, and structured data—then trusting only what aligns. This is the Knowledge Graph at work, and it’s quietly steering whether you earn a knowledge panel, sitelinks, and richer visibility across search. We break down the four streams feeding the graph—public web pages, licensed datasets, human‑edited k...

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11:59

Entities Part 2 : How Machines Learn To Read

SEO Is Not That Hard ·

2025/10/08

Send us a text Keywords don’t tell the whole story—entities do. We take you inside the three-step process machines use to read your content like a detective at a crime scene: highlighting potential entities, using context to resolve ambiguity, and linking each mention to a unique identifier in a global knowledge base. By the end, you’ll see why “Jordan” only makes sense when surrounded by the right clues—and how to present those clues so search engines and AIs make the right call every time. ...

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12:22

Entities Part 1 : Things not Strings

SEO Is Not That Hard ·

2025/10/06

Send us a text Most of us were trained to think in keywords—count them, match them, stuff them. But Google no longer sees the web as a bag of words; it reads the world as a network of entities, relationships, and intent. We unpack the “things, not strings” shift and explore how Hummingbird, BERT, and advances in NLP turned SEO from phrase-matching into meaning-making. Along the way, we show how entity clarity powers knowledge panels, fuels AI answers, and builds the kind of topical authority ...

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11:30

Best of : Engineering as Marketing

SEO Is Not That Hard ·

2025/10/03

Send us a text Tired of churning out endless blog posts that barely move the needle? There's a powerful alternative that smart brands are using to generate leads, backlinks, and unmatched brand authority. In this eye-opening episode, I dive deep into "engineering as marketing" – the strategy of creating free, useful tools that attract and convert your ideal customers. Unlike standard content marketing, this approach leverages your development resources to build something truly valuable that ...

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17:35

Best of : Search Intent

SEO Is Not That Hard ·

2025/10/01

Send us a text Ever wondered why some websites rank well but fail to convert visitors? The missing piece is likely search intent—understanding not just what people search for, but why they're searching in the first place. Search intent is the compass that guides effective SEO and content strategy. In this classic episode from the SEO Is Not That Hard archive, I break down the four critical types of intent that drive all searches: informational (seeking knowledge), commercial (researching opt...

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22:36

Best of - The story of Broadband.co.uk

SEO Is Not That Hard ·

2025/09/29

Send us a text Success stories in digital business rarely follow a straight line, and the 18-year journey of Broadband.co.uk perfectly illustrates the rollercoaster ride of building a sustainable online business. What began almost accidentally in 2004, when the term "broadband" suddenly became associated with home internet service, evolved into one of the UK's leading comparison websites before culminating in a successful exit in 2021. The early days reflect the experimental nature of the mi...

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11:37

The Speed of Satisfaction: Mastering Time to Value

SEO Is Not That Hard ·

2025/09/26

Send us a text The deceptively simple concept of Time to Value might be the most overlooked factor in your SEO strategy. In this eye-opening episode, I break down why the speed at which users experience the core benefit of your website directly impacts your search rankings. Time to Value (TTV) is that magical moment when a visitor says, "Ah, I get it!" – the instant they realize your site delivers exactly what they needed. Whether it's finding the perfect product, getting a crucial answer, o...

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16:32

Google Search Console data looking odd? Here's why..

SEO Is Not That Hard ·

2025/09/24

Send us a text A major shift has occurred in how Google Search Console reports your website's performance data, and it all stems from a quiet technical change few noticed. Google has removed the "num=100" parameter from search results—a seemingly minor adjustment with far-reaching consequences for SEO professionals and website owners alike. This parameter allowed SEO tools to view 100 search results on a single page, gathering vast amounts of ranking data efficiently. Its removal has thrown ...

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14:27

The Dowding System: Winning Your Business Battle with...

SEO Is Not That Hard ·

2025/09/22

Send us a text Have you ever found yourself drowning in a sea of marketing data, unsure which metrics actually matter? The solution might come from an unexpected source—a smoke-filled room beneath London during the Battle of Britain. In this fascinating episode, I draw surprising parallels between the RAF's revolutionary Dowding System—which helped a vastly outnumbered air force defeat the Luftwaffe in 1940—and the challenges modern businesses face with data management. The problem isn't a l...

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9:11

Best of : There are no quick fixes in SEO

SEO Is Not That Hard ·

2025/09/19

Send us a text Looking for the magic SEO shortcut that will skyrocket your rankings overnight? You won't find it here—or anywhere else legitimate. In this candid episode, I pull back the curtain on one of the most persistent myths in digital marketing: the idea that quick fixes can deliver sustainable SEO results. Drawing from over two decades of experience building, monetizing, and selling websites, I share why patience isn't just important—it's absolutely essential. We examine the recent A...

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10:25

Best of : Study shows slow sites don't just affect...

SEO Is Not That Hard ·

2025/09/17

Send us a text Ever wondered if your website's loading speed really matters that much? The Financial Times conducted a bold experiment that answers this question with hard data—and the results should make every website owner pay attention. In this episode, I dive into FT.com's fascinating study where they deliberately slowed down their website for different groups of users. Some visitors experienced the site normally, while others faced delays ranging from one to five seconds on every page l...

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12:08

Best of : Intent Shift vs Question Shift

SEO Is Not That Hard ·

2025/09/15

Send us a text Search behavior is constantly evolving, and understanding those shifts is crucial for effective SEO. This episode dives into the fascinating distinction between "intent shift" and "question shift" – two concepts that significantly impact how we should approach content creation. The traditional view of intent shift focuses on how the purpose behind identical search queries changes over time. Think of "Christmas trees" – in December, users want to buy one; after Christmas, they ...

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13:01

Best of : Own Your Branded Search

SEO Is Not That Hard ·

2025/09/12

Send us a text Are affiliate websites stealing your hard-earned customers by ranking for your brand name plus "coupon code" searches? This eye-opening episode reveals a critical blind spot in many brands' SEO strategies. Drawing inspiration from SEO veteran Carl Hendy's expertise, Edd Dawson explains why controlling your branded search experience is essential for businesses of any size. When potential customers search for your brand plus terms like "discount code" or "voucher code," they've ...

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9:55

Best of : When is a zero volume keyword NOT a zero...

SEO Is Not That Hard ·

2025/09/10

Send us a text SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com Help feed the algorithm and leave a review at ratethispodcast.com/seo You can get your free copy of my 101 Quick SEO Tips at: https://seotips.edddawson.com/101-quick-seo-tips To get a personal no-obligation demo of how KeywordsPeopleUse could help you boost your SEO and get a 7 day FREE trial of our Standard Plan book a demo with me now See Edd's personal site at edddawson.com Ask me a...

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10:24

The Ranking Method That Prefers Being #5 Over #1

SEO Is Not That Hard ·

2025/09/08

Send us a text The future of search has arrived, and it's not quite what many SEO professionals expected. In this eye-opening episode, we dive into a groundbreaking discovery about how AI search systems like ChatGPT determine which sources to trust and cite in their responses. A clever investigation has revealed that ChatGPT uses a method called Reciprocal Rank Fusion (RRF) to evaluate and rank content. When you ask ChatGPT a question, it doesn't just perform one search—it runs multiple rela...

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11:32

The Payout Mafia - book review

SEO Is Not That Hard ·

2025/09/05

Send us a text What happens when a 20-year veteran of SEO and affiliate marketing picks up a fresh perspective? Unexpected revenue discoveries, that's what. In this episode, I share my honest review of "The Payout Mafia" by Neil C and James Dooley—a collection of insights from fifteen successful affiliate marketers. While I'm not typically drawn to the flashy "robbing the bank" portrayal of our industry, the book's substance quickly overcame my initial hesitation. The real value comes from ...

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14:46

Finally, Some Data on AI vs Traditional Search

SEO Is Not That Hard ·

2025/09/03

Send us a text Link to Sparktoro report: https://sparktoro.com/blog/new-research-20-of-americans-use-ai-tools-10x-month-but-growth-is-slowing-and-traditional-search-hasnt-dipped/ A digital revolution or much ado about nothing? The AI versus search debate has dominated SEO conversations lately, with doomsayers predicting the end of traditional search as we know it. But what's actually happening might surprise you. Drawing from the groundbreaking SparkToro and Datos report, this episode cuts...

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8:57

Best of : Breadcrumbs

SEO Is Not That Hard ·

2025/09/01

Send us a text Navigating Google's algorithm updates can feel like wandering through a dense forest without a map. But what if there's a simple trail of breadcrumbs that could help guide both your users and search engines through your website? In this episode, I share a fascinating correlation I've noticed while analyzing sites affected by recent Google updates - many lack proper breadcrumb navigation. Breadcrumbs aren't just fairy tale elements; they're powerful navigation aids that show us...

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361 results

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