PODCAST

The Edward Show

Edward Sturm

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

business marketing

All Episodes

12:30

From 1,000 to 200,000 Clicks: The INSANE SEO Comeback...

The Edward Show ·

2025/10/14

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

10:04

Creating “Best X” Articles the Right Way: How to Rank...

The Edward Show ·

2025/10/13

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

09:26

Pieter Levels’ Genius Programmatic SEO Strategy...

The Edward Show ·

2025/10/12

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

10:33

The Dark Side of SEO: How Marketers Get Competitors...

The Edward Show ·

2025/10/11

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

52:21

How Direct Mail Became a Secret Weapon in the Digital...

The Edward Show ·

2025/10/10

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

10:22

Ranking Social Media Platforms by How Well They Rank...

The Edward Show ·

2025/10/09

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

10:12

How to Do AI-Generated SEO Blog Content (the Right Way)

The Edward Show ·

2025/10/08

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

01:36:27

Why Big Blogs Are Collapsing (And How to Fix Them) -...

The Edward Show ·

2025/10/07

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: -

08:34

Google’s AI Is Rewriting Meta Descriptions (And...

The Edward Show ·

2025/10/06

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,

10:27

SEO Is an Enigma? Breaking Down Backlink Myths & Real...

The Edward Show ·

2025/10/05

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

10:00

Is Reddit Dead for SEO & ChatGPT? The Truth About AI...

The Edward Show ·

2025/10/04

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

10:09

Slop as a Service: The Guaranteed SEO Collapse?

The Edward Show ·

2025/10/03

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

12:46

Why HubSpot Lost 20M Clicks (and How They Plan to...

The Edward Show ·

2025/10/02

E820: HubSpot’s organic traffic collapsed from 24M monthly clicks down to just 3.6M - their lowest since 2018. At Inbound 2025, they shared how they plan to recover with a new SEO and Answer Engine Optimization (AEO) strategy. I break down: - The shocking data behind HubSpot’s SEO decline - Why top-of-funnel content stopped working - Their pivot to product-focused & down-funnel content - Content pruning, refreshing, and experiment tracking - The new success metrics HubSpot is using (mentions,

11:40

ChatGPT Checkouts Are Here (SEO Goldmine or AI Fail?)

The Edward Show ·

2025/10/01

E819: ChatGPT now has Instant Checkouts with Etsy, Shopify, and Stripe. Is this the future of e-commerce - or a recipe for chaos? I break down: - What OpenAI just announced about ChatGPT shopping - How the new Agentic Commerce Protocol (ACP) works - Why SEOs are calling this a potential goldmine for small + medium sellers - The big risks: wrong product recommendations, fraud, and chargebacks - Reactions from top SEO voices like Harpreet Singh, Lily Ray, and Yoast’s founder Plus, I share why this

07:32

Google Kills “num=100”: Why It’s Actually Good for SEOs

The Edward Show ·

2025/09/30

E818: Google just removed the num=100 parameter - the ability to see 100 results per page - and the SEO world freaked out. But could this actually be good news for SEOs? I share a positive take on why this change might help you, plus a wild story of an “SEO expert” who nearly destroyed a site by disavowing all of its good backlinks. What you’ll learn in this episode: - Why Google killed num=100 and what it really means for SEO in 2025 - How AI tools like ChatGPT and Perplexity play into this update

13:31

Lovable’s Explosive Programmatic SEO Growth: Smart...

The Edward Show ·

2025/09/29

E817: Lovable has gone from 650 clicks a month to over 363,000 clicks - all through programmatic SEO. We break down exactly how Lovable pulled off this explosive growth, what they’re doing right, and where their strategy could backfire. From bottom-of-funnel keyword targeting to risky programmatic scaling, there are big lessons here for anyone running SEO at scale. You’ll learn: - How Lovable is using programmatic SEO to dominate long-tail, high-intent keywords - Why their hub page structure may be

01:17:52

LLM SEO: Short-Term Hacks vs Long-Term Wins (AI...

The Edward Show ·

2025/09/28

E816: How brands show up inside AI search - what still works, what’s dead, and how to play the long game without getting sucked into spammy tactics. Malte Landwehr joins the podcast and we cover real-world experiments, why 50-posts-a-day AI content “works”…until it doesn’t, and how different models (ChatGPT, Perplexity, Gemini, Grok) favor different sources. We also bust myths around Schema/EEAT and LLM.txt, talk Cloudflare vs AI crawlers, and outline the 20% moves that get 80% of results. What

16:31

1 Billion Users on Google Discover - The SEO...

The Edward Show ·

2025/09/27

E815: Google Discover quietly drives traffic from over 1 billion users, yet most SEOs and marketers in the West barely talk about it. Gagan Ghotra returns to the podcast to break down the latest 2025 updates to Google Discover, how it’s changing with social integrations and follow buttons, and most importantly, how site owners can optimize for it. We cover: - What Google Discover actually is (and why most people don’t know it exists) - The new features rolling out in 2025 - Strategies site owners

47:08

How 3 People Hit $1M ARR in 6 Months with $0 CAC...

The Edward Show ·

2025/09/26

E814: In just six months, Swan scaled from zero to one million ARR with only three people on the team and zero customer acquisition cost. This is a deep dive into how they did it, the playbook they are writing for “autonomous businesses,” and why human-AI collaboration is changing the way companies grow. We cover: - The $1M ARR journey - how three founders built a revenue engine in half a year without paid ads - The principle of human + AI collaboration - not replacing people, but creating “100x

11:09

Why UX Beats SEO Best Practices (and Gets Better...

The Edward Show ·

2025/09/25

E813 - Most marketers obsess over SEO best practices - keywords, backlinks, and technical tweaks. But the truth is, user experience (UX) often does more for your rankings than traditional SEO tactics. I share the UX principles that drive real SEO results, reduce bounce rates, and keep visitors coming back. These are the same principles I’ve used to grow traffic, improve conversions, and build long-term SEO wins. What you’ll learn: - Why pogo sticking hurts your SEO and how UX prevents it - The power

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