The Edward Show How NapLab Built an SEO Moat (103,000 Keywords, No Shortcuts)
E898: I sit down with Derek, founder of NapLab, to break down how he built one of the strongest authority sites in a hyper-competitive affiliate niche - without gray-hat tactics, automation spam, or short-term SEO plays.
NapLab ranks for over 103,000 keywords, earns hundreds of thousands of organic clicks per month, and consistently wins Google core updates in a space where most sites get wiped out.
This is a deep, tactical conversation about long-term SEO, brand trust, content systems, information architecture, and link building that actually holds up over time.
Topics covered: - How NapLab grew from early traction to dominating mattress SERPs - Why most affiliate review sites fail after Google updates - The exact content system NapLab uses (data-driven testing, long-form reviews, reuse loops) - How information architecture and subfolders were planned from day one - Why "best of" pages became NapLab's strongest traffic drivers - How NapLab approaches internal linking at scale - What changed after the March Google Core Algorithm Update - How brand searches and trust factor into modern rankings - Link building strategies that still work (and what NapLab avoids entirely) - Why disavowing bad links was the right call in one specific case - How NapLab thinks about LLMs, AI search, and future visibility - The role of transparency, disclosures, and user trust in SEO - Why slow, brick-by-brick SEO compounds while shortcuts collapse
Who this episode is for:
- SEO professionals building authority sites - Affiliate SEOs tired of volatility and churn-and-burn tactics - Founders who want durable organic traffic, not spikes - Anyone trying to survive (and win) Google core updates
⭐️ Derek Hales on LinkedIn - https://www.linkedin.com/in/dhales/ ⭐️ NapLab - https://naplab.com/ ⭐️ NapLab's Best Mattress List - https://naplab.com/best-mattress/ ⭐️ NapLab's Mattress Finder Quiz - https://naplab.com/mattress-quiz/ (answer a few questions, get a personalized recommendation back within 24 hours) ⭐️ NapLab's Mattress Comparison Tool - https://naplab.com/mattress-comparisons/ (filter, sort, and compare all mattresses they've tested to date in a single place)
💎 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 NapLab's Insane SEO Success 01:08 Derek's Journey into SEO 03:04 Founding and Growing NapLab 06:20 SEO Strategies and Success 08:49 Challenges and Setbacks 11:06 NapLab's Content and Testing Process 25:47 Monetization and Transparency 31:22 Information Architecture and Best Practices 41:18 Ahrefs and Keyword Strategies 42:42 WordPress Plugins and Custom Code 45:21 The Importance of the Mattress Quiz 46:08 Team Growth and Roles 47:37 Social Media and Content Strategy 54:52 Link Building and SEO Tactics 01:14:42 AI and Automation in Content Creation 01:16:11 Conclusion and Final Thoughts
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #affiliateseo #blogging #marketingsuccess