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PODCAST

The Edward Show

Daily SEO advice, hacks, and interviews with some of the top voices in search engine optimization, as well as sit-downs with many undiscovered talents.

business marketing

All Episodes

11:14

Brand Building for SEO: The System That Actually Works

The Edward Show ·

2025/11/19

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

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08:55

Stop Putting Every Page on the Root Domain: A Better...

The Edward Show ·

2025/11/18

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

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07:06

The Modifier Strategy: Turn Low-Volume Keywords Into...

The Edward Show ·

2025/11/17

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

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11:38

Black Hat AI SEO Is Here - And How to Fight Back

The Edward Show ·

2025/11/16

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

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15:31

EU vs Google: The Parasite SEO War Explodes

The Edward Show ·

2025/11/15

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

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11:57

LinkedIn Is the Biggest Opportunity on the Internet...

The Edward Show ·

2025/11/14

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

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01:37:11

Why Brand Is the Future of SEO (and AI Won't Replace It)

The Edward Show ·

2025/11/13

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

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11:14

Google Is Pushing a Literal AI Spam Machine..

The Edward Show ·

2025/11/12

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

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01:00:03

Scaling SEO, Getting Penalized, and Growing Anyway -...

The Edward Show ·

2025/11/11

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,

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53:04

AI & LLM Visibility: A Practical Guide for Ranking in...

The Edward Show ·

2025/11/10

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

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10:12

Google Just Killed More Schema Types - Here's What...

The Edward Show ·

2025/11/09

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

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11:39

Black Friday SEO: Last-Minute Strategies That Still...

The Edward Show ·

2025/11/08

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

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01:57:38

How Promptwatch Crashed Reddit's Stock by 10%

The Edward Show ·

2025/11/07

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

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56:49

New Data: 57% of Google Searches Are Zero-Click – How...

The Edward Show ·

2025/11/06

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

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01:29:57

The God of SEO: Charles Floate on AI, Black Hat SEO,...

The Edward Show ·

2025/11/05

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

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09:21

Pogo Sticking: The Hidden SEO Killer (and How to Fix It)

The Edward Show ·

2025/11/04

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

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13:03

He Shut Down His AI SEO Startup After This Brutal...

The Edward Show ·

2025/11/03

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

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12:37

The Real Reason I'm Obsessed with SEO

The Edward Show ·

2025/11/02

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

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18:08

Insane Local SEO Tactics That Work (Get a Second...

The Edward Show ·

2025/11/01

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

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10:25

What to Do If You Love SEO But Don't Know Where to Start

The Edward Show ·

2025/10/31

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

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