PODCAST

The Edward Show

Edward Sturm

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

business marketing

All Episodes

09:55

Stop 'Just Making Good Content': How to Fix Your SEO...

The Edward Show ·

2025/11/26

E875: Everyone says "just make good content" - but what does that actually mean? I break down the uncomfortable but insanely effective method for creating SEO content that gets clicked, consumed, and converts. The key: go back to content you created over four months ago and review it with fresh eyes. It's not easy, but it's one of the most reliable ways to find gaps, improve engagement, and outperform competitors. You'll learn: - How to evaluate old content using a simple checklist - Why giving the

55:42

Nick Eubanks (Semrush VP) on AI Visibility, Evidence...

The Edward Show ·

2025/11/25

E874: Nick Eubanks (Vice President of Owned Media at Semrush) joins the pod to break down what businesses need to do right now to win in AI search - and why most companies are still using outdated playbooks while AI-driven discovery is moving faster than ever. We cover: - How AI visibility differs from SEO, and why traditional ranking factors like backlinks don't always apply in LLM results - Evidence clusters vs. keyword clusters - and how over-indexing on factual citations can increase your

11:15

8 Proven Link Building Strategies from the SEO Subreddit

The Edward Show ·

2025/11/24

E873: I break down the top link building strategies shared by professionals in a high-performing SEO subreddit thread. These are real-world approaches that marketers are using right now to acquire backlinks - ranging from guest posts and Source of Source to outreach to networking, sponsorships, press releases, and linkable assets. You'll learn: - Why broken link building still works (when done manually) - How to leverage link exchanges the right way - Guest post outreach tactics that scale -

01:24:14

How ANY Local Business Can Hit $100K/Month in 90 Days...

The Edward Show ·

2025/11/23

E872: Most "experts" say SEO takes 12 months to work. Sarvesh Shrivastava, today's guest, shows that for local businesses, that's flat-out wrong. With the right structure, foundation, and targeting, you can realistically hit $100K/month in under 90 days using SEO - but almost everyone gets the strategy completely wrong. Here's what you'll learn: - Why 90% of local businesses focus on the wrong things - The "money page" formula that prints revenue - How to optimize your Google Business Profile for

20:02

Free SEO Tools That Actually Work: David Quaid On...

The Edward Show ·

2025/11/22

E871: SEO legend David Quaid is back with a high-value breakdown of the most powerful free SEO tools - including several hidden features inside Bing Webmaster Tools that most marketers completely overlook. Whether you're running your own site, starting SEO from scratch, or debating whether you need to invest in paid tools like Ahrefs, Semrush, or Moz - this episode shows you how to extract real results without spending a cent. What you'll get: - Using Bing Webmaster Tools through Google Search

01:25:32

Dominate Shopify SEO: Long-Tail Strategy, AI Scaling...

The Edward Show ·

2025/11/21

E870: I sit down with Kai Cromwell to break down one of the most effective Shopify SEO strategies in use today. Kai specializes exclusively in Shopify SEO and shares the exact long-tail collection page strategy that drives bottom-of-funnel traffic and revenue fast - without waiting 6-12 months to rank for competitive terms. We cover: - Why long-tail transactional pages outperform high-volume keywords - How Kai builds 40+ SEO landing pages and gets them indexed immediately - Using AI (at scale) to

09:43

Topical Authority Finally Clicked: SEO Is Mechanical,...

The Edward Show ·

2025/11/20

E869: I break down a viral post from the SEO subreddit that perfectly explains how Google actually ranks pages. Forget the overcomplicated strategies, mystical topical maps, or black magic SEO tactics. Topical authority comes down to mechanical systems, user behavior, and relevance - nothing more. We cover: - Why every keyword puts you into a topical space - How every click you earn expands your topical authority footprint - Why pages, not domains, compete for rankings - How topical bridges help you

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

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

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

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

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

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

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

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

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,

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

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

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

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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