HubSpot, topical authority, and strategy shifts

E897: Barry Schwartz (Search Engine Roundtable, Search Engine Land) and David Quaid join the show!

We break down what SEO is turning into as we head toward 2026.

We zero in on how Google search is changing with AI Mode and AI Overviews, why Reddit became such a dominant surface in the SERPs, what's happening with links and updates, and which fundamentals still hold up when attribution and visibility are getting harder to measure.

This is a practical discussion about what's actually shifting, what's mostly noise, and what SEOs should stop chasing.

Topics we cover - SEO in 2026 and how the job is changing - Google updates and why fewer are being confirmed - How updates are evaluated today versus earlier algorithm eras - Link spam in 2026 and how Google handles it now - Manual actions versus links simply not being counted - Why buying links can feel "safe" until it isn't - Why Reddit rose so quickly in search results - How parasite SEO cycles repeat across platforms - Whether Reddit can remain an SEO powerhouse through 2026 - The impact of low-moderation communities and automation - Writing for people versus writing for AI systems - When AI-friendly formatting conflicts with conversion - GEO versus SEO and where the confusion is coming from - Why SEO may remain the umbrella category - Measurement problems in AI-driven search - Why prompt data is unlikely to be fully visible - How reporting changes when clicks no longer match visibility - Whether AI Mode becomes the default Google experience - What this all means for small and new websites - Why bottom-of-funnel queries matter more than ever - HubSpot's traffic decline and the role of topical authority - Whether topical authority still matters in 2026 - Skills SEOs should focus on to stay relevant - Why critical thinking matters more than tactics - How to communicate SEO value with weaker attribution

Key takeaways - Short-term SEO tactics tied to platform advantages repeat in cycles and eventually break. - Most "AI optimization" still depends on traditional search discovery and ranking. - Links may matter differently, but there is still no durable replacement signal. - The hardest part of SEO in 2026 may be measurement and explanation, not ranking.

Guests - Barry Schwartz, Search Engine Roundtable and Search Engine Land - David Quaid, Primary Position

⭐️ Read Search Engine Roundtable: https://www.seroundtable.com/ ⭐️ Barry Schwartz on 𝕏: https://x.com/rustybrick ⭐️ Barry Schwartz on LinkedIn: https://www.linkedin.com/in/rustybrick/ ⭐️ Barry Schwartz on YouTube: https://www.youtube.com/@rustybrick ⭐️ Barry Schwartz's agency: https://www.rustybrick.com/

⭐️ David Quaid on 𝕏 - https://x.com/DavidGQuaid ⭐️ David Quaid on LinkedIn - https://www.linkedin.com/in/davidquaid/ ⭐️ David Quaid's agency - https://primaryposition.com/

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Introduction to the Guests 00:40 Barry Schwartz on Google Updates 02:24 David Quaid's Insights on SEO Trends 10:51 Reddit's Role in SEO 20:15 Writing for AI vs. Humans 32:21 Improving Video Production 32:38 Challenges with YouTube Growth 33:11 SEO Strategies and Video Content 36:26 AI's Impact on SEO 52:03 HubSpot's Organic Traffic Decline 54:34 Skills for Future SEOs 56:52 Predictions for 2026 01:02:13 Conclusion and Farewell

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #digitalmarketing #linkbuilding #generativeengineoptimization