The Edward Show

Jonathan Berthold, VP of Revenue at Moz and seasoned SEO/product leader, breaks down Google’s num=100 change and why it mattered. He discusses how LLMs and AI Overviews reshape informational traffic. Conversations cover brand and topical authority, why rankings beyond page one often don’t matter, and how tools and analytics should evolve in a world of zero-click and generative search.

They dig into how URL patterns can trigger spam signals or establish real topical authority. Two common structures are compared using practical examples. Learn why keyword-heavy slugs cause cannibalization and why nested subfolders and documentation-style links scale better. Real-world site layouts and internal linking tactics are highlighted to avoid structural pitfalls.

This discussion dives into exciting marketing shifts starting with the relaunch of Digg, highlighting its potential despite a crackdown on SEO spam. The insights on how non-SEO brands can leverage Digg for visibility are compelling. Moving to ChatGPT, the implications of ads and OpenAI's commitment to unbiased responses are explored, revealing unique opportunities for early adopters. Finally, the importance of press kits in enhancing backlinks and brand authority is emphasized, showcasing why every marketer should integrate them into their strategy.

E931: Small and mid-sized law firms regularly can outrank national legal brands in Google, even with smaller teams and far lower marketing budgets. This breaks down how that actually happens. We go deep into what drives legal search rankings, what converts traffic into signed cases, and why many common law firm SEO strategies fail. This is a practical, experience-based discussion focused on results, not surface-level SEO tactics. Nick Cohen, a lawyer and the founder of Matador Solutions, joins the show to explain how legal SEO works in real markets. Nick has spent years helping law firms compete in some of the most competitive legal search landscapes in the United States, and he shares exactly what he's seeing work today across content, Google Maps, reviews, links, AI, and compliance. Topics covered: - Why small law firms can outrank large national legal brands - How Google's algorithm became increasingly local for legal searches - What makes legal SEO fundamentally different from other local SEO niches - Why most law firm blog content generates traffic but no signed cases - How practice area pages should be built to rank and convert - Pillar pages, supporting content, and topical authority for law firms - How informational content supports high-intent legal keywords - What actually builds trust on law firm websites - Conversion factors that matter in legal marketing (and what doesn't) - The role of copy, credibility, and clarity in legal conversions - Why video testimonials are critical for law firm SEO - How YouTube testimonials can rank for legal keywords - Link building strategies that work in competitive legal markets - Why local and relevant links often outperform high-DA links - Earned media vs paid links for law firms - Google Business Profile optimization in competitive cities - The real impact of reviews on map pack rankings - When keyword placement in Google Business Profiles works - Common SEO mistakes agencies make when working with law firms - SEO metrics law firms obsess over that don't correlate with cases - How to measure SEO success when one case can be worth millions - How AI is being used in legal SEO today - The risks of AI-generated content in legal marketing - QA processes and verification systems for legal content - Title tags, SERP optimization, and improving click-through rate - Exact match domains, link velocity, and brand signals - The single most important SEO lever for law firms with limited resources Who this episode is for: - Law firm owners and managing partners - SEO agencies working with legal clients - Marketers entering the legal SEO space - Anyone focused on turning rankings into real business ⭐️ Matador Solutions - https://www.matadorsolutions.net/ ⭐️ Nick Cohen on LinkedIn - https://www.linkedin.com/in/nickecohen/ ⭐️ Get in touch with Nick - nick@matadorsolutions.net 💎 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 and Guest Background 00:52 Founding of Matador Solutions and Its Evolution 02:42 SEO Strategies for Law Firms 05:13 Matador's Recent SEO Success 12:20 Competing with Big Legal Brands 17:21 Content Strategy for Law Firms 25:43 Building Trust and Authority 30:02 Link Building and Citations 39:46 Facebook Posts for SEO 40:29 Importance of 24/7 Phone Answering for Lawyers 42:38 AI in Legal SEO: Benefits and Risks 44:39 Content Creation and AI Integration 53:58 Common SEO Mistakes and Best Practices 56:40 Optimizing Google Business Profiles for Lawyers 01:00:54 Measuring SEO Success in the Legal Industry 01:02:55 Personal Connection to Legal SEO 01:12:46 Lightning Round: Quick SEO Tips 01:14:55 Conclusion and Contact Information The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #legalseo #legalsearchengineoptimization #lawseo #localseo

E930: Expanding local SEO into new cities is harder than most businesses expect, and doing it the wrong way can get you suspended or quietly ignored by Google altogether. Darren Shaw joins the show to explain what actually works when you want to rank in cities where you are not physically located. Darren is the founder of Whitespark and one of the most experienced voices in local SEO, and this is a tactical conversation based on what he has seen work in the real world. We break down the limits of service area businesses, the reality of Google's local algorithm, and why so many expansion strategies fail even when the business is legitimate. Topics covered: - Why service areas in Google Business Profiles do not impact rankings - When it is impossible to rank in another city without opening a real location - How far local SEO can realistically reach from a single address - The difference between ranking in the local pack vs organic results - How service area pages actually help, and where they fall short - How to structure location pages and city-based service pages correctly - Pillar pages and internal linking for multi-city SEO - Building topical authority in a new city from scratch - The role of localized links, citations, and sponsorships - How reviews from customers in other cities can help expansion - What Google actually associates your business with geographically - Why doorway pages fail and how to avoid them - Editing Google Business Profiles safely without triggering re-verification - Which profile fields are risky to touch and which ones are not - Keyword stuffing in business names and the legal risks most SEOs ignore - Why many agencies have stopped spam fighting competitor listings - Schema, geotagging photos, and where the evidence actually stands - How local SEO signals differ from organic and AI-driven search results Darren also explains: - How to open a legitimate second location without overspending - What Google looks for in subleases and shared office spaces - Why authority in your original city does not automatically transfer - How to think about geographic expansion from Google's perspective If you serve multiple cities, plan to expand into new markets, or are trying to understand why your local SEO strategy has stalled, this episode will help you avoid common mistakes and wasted effort. ⭐️ Darren Shaw's first time on this podcast - https://youtu.be/1awWMG1e5kY?si=6ORaQf2GkMKEhBmp ⭐️ Whitespark's local SEO software and services: https://whitespark.ca/ ⭐️ The Whitespark Local Update Podcast: https://whitespark.ca/the-whitespark-local-update-podcast/ ⭐️ Darren's YouTube channel: https://www.youtube.com/c/whitesparkca ⭐️ Darren's Instagram: https://www.instagram.com/darrenshawseo/ ⭐️ Darren's LinkedIn: https://www.linkedin.com/in/darrenshawwhitespark/ ⭐️ Darren's Threads: https://www.threads.com/@darrenshawseo ⭐️ Darren's Facebook: https://www.facebook.com/darrenshawseo/ ⭐️ Darren's TikTok: https://www.tiktok.com/@darrenshawseo 💎 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 and Guest Background 00:25 Expanding Local Service Area Pages 00:51 Ranking in Distant Locations 03:08 Creating Effective Service Area Pages 06:16 Affordable Office Locations for SEO 09:26 Building Topical Authority and Link Building 16:57 Importance of Reviews and Local Search Myths 18:48 Optimizing Local Citations and Reviews 19:13 Updating Your Google Business Profile 21:08 The Impact of Keywords in Business Names 22:47 Legal Implications of Keyword Stuffing 26:50 Debating the Value of Schema Markup 30:11 Whitespark's Local Ranking Grid Software 32:41 Conclusion and Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #searchengineoptimization #googlebusinessprofileoptimization #localmarketing

E929: David Quaid joins the show to break down three link building techniques that still work today across local businesses, SaaS companies, and any other industry. This is a practical conversation about how Google treats links, why many SEO "rules" don't exist, and how to build links without buying them or obsessing over domain authority. If you work in SEO, run an agency, own a local business, or manage SaaS growth, this episode gives you frameworks you can apply immediately. What you'll learn: - Why reciprocal links are not inherently bad and when they make sense - How Google evaluates links at the page level, not the domain level - Why the sentence and anchor text around a link matters more than site-wide relevance - How to build real partnerships that create links naturally - The difference between authority and relevance and how they work together - Why a linking page must rank for the link to pass value - How many clicks a page actually needs to start passing authority - How SaaS companies can use adjacent products and integrations to earn links - How directories, profiles, and verified listings can help early-stage sites - When indexing services make sense and when they don't - How Reddit, social platforms, and link chains can help with discovery and crawling - Why buying links often leads to diminishing returns - How SEO fundamentals haven't really changed, despite constant noise - Why creativity still matters more than tactics in link building Topics covered: - Local SEO link building - SaaS partnerships and integrations - Reciprocal links at scale - Page-level authority vs domain authority - Topical authority and anchor text - Link decay and dampening effects - Parasite SEO and indexing - Reddit, Digg, and community-driven links - SEO compounding effects - Common myths that hold SEOs back If you're tired of vague advice and want to understand why things work, this episode is for you. ⭐️ 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 Link Building Techniques 00:49 Debunking Link Building Myths 01:29 Local Link Building Strategies 02:41 Relevance and Authority in Link Building 03:30 Creative Link Building Approaches 08:16 Case Studies and Success Stories 16:49 Reciprocal Links and Partnerships 24:07 Verified Profiles and ORM 28:23 The Value of Manual Backlink Indexing 29:25 Using Reddit for SEO Link Building 30:22 Creating Link Chains and Indexing Strategies 32:34 Parasitic SEO and Domain Authority 34:30 Owning and Managing Subreddits for SEO 36:43 The Basics and Evolution of SEO 38:30 Compounding Effects in SEO 40:36 Listener Feedback and Success Stories 43:23 AI and Automation in SEO 45:46 Concluding Remarks and Episode Wrap-Up The Edward Show. Your daily generative engine optimization podcast: https://edwardsturm.com/the-edward-show/ #linkbuilding #backlinks #searchengineoptimization #seo

E928: Digg is back, and almost nobody is paying attention. I break down why Digg's relaunch quietly created one of the most powerful parasite SEO opportunities we've seen in years, and why the window will not stay open for long. Digg has massive historical trust, a clean link profile, and crawlable, indexable URLs. Google doesn't care that Digg is "new again." Google cares that Digg is trusted. That combination is rare, and when it appears, it gets saturated fast. I explain exactly what I tested, what worked immediately, what already got patched, and why going too aggressive can get your accounts or domains wiped. This is not theory. This is real-time SEO while the window is still open. What you'll learn: - Why Digg's domain authority makes it fundamentally different from most platforms - How parasite SEO actually works when done correctly - Why Reddit-style SEO still works, and why Digg is even more permissive right now - How community URLs and usernames function as SEO real estate - Why indexing speed matters more than content quality in the early days - How internal linking compounds authority on high-trust domains - What happened when people pushed too hard and got removed - How to avoid getting your brand or domain blocked - Why these opportunities appear rarely and disappear quickly Important warning: This episode discusses parasite SEO tactics for educational purposes. Platforms tighten moderation fast, and aggressive or careless execution can lead to account loss, content removal, or domain-level blocks. Proceed carefully and at your own risk. ⭐️ Jacky Chou's post - https://x.com/indexsy/status/2012243468408795480 🪏 My article about Digg SEO and marketing - https://edwardsturm.com/articles/craziest-marketing-opportunities-of-the-last-decade/ 💎 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 Late Night SEO Shenanigans 00:44 The Rise of Digg: A New SEO Opportunity 02:09 Digg Parasite SEO Strategy 05:13 Cautionary Tales and Best Practices 10:30 Final Thoughts The Edward Show. Your daily generative engine optimization podcast: https://edwardsturm.com/the-edward-show/ #parasiteseo #searchengineoptimization #seo #digitalmarketing

E927: Why a press kit is one of the most overlooked parts of long-term SEO and brand marketing - and how it directly impacts rankings, links, conversions, and how journalists and AI systems describe your business. Most brands work hard to earn press, but lose control of the opportunity once a journalist starts researching them. Tight deadlines, shallow research, and AI-generated summaries often lead to inaccurate or weak brand descriptions. A well-built press kit fixes that. This episode breaks down exactly how press kits influence search engines, journalists, and LLMs, and how to use them to turn earned media into lasting SEO value. What you'll learn: - Why journalists frequently misrepresent brands (even when they link to you) - How Google associates brands with topics even without links - Why unlinked brand mentions still matter for rankings - How press kits influence entity associations and topical authority - How journalists and LLMs use press kits verbatim - Why controlling surrounding language is just as important as backlinks - How press kits help drive link equity to your most valuable pages - The difference between Google Drive press kits and on-site press kit pages - How to structure a press kit so it actually gets used What a high-performing press kit should include: - A clear, accurate brand description written for journalists - High-converting language aligned with your SEO targets - Links to priority pages you want authority flowing to - High-quality brand images with proper alt text - Open Graph images for link sharing - SEO metadata so journalists can identify it instantly in search - Contact information that makes follow-ups easy Why this matters: - Earned media is inevitable if your marketing works - Most brands waste that coverage by reacting too late - Press kits let you control the language, links, and positioning - This is a long-term SEO asset, not a one-time tactic Press kits are public relations fundamentals, but they are deeply connected to search engine optimization and how brands are represented across Google and AI systems. ⭐️ Rand Fishking discussing how co-occurrence (the words surrounding mentions of your brand) influences Google rankings - https://moz.com/blog/prediction-anchor-text-is-dying-and-will-be-replaced-by-cocitation-whiteboard-friday 💎 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: The Overlooked SEO Strategy 00:18 The Journalist's Dilemma: Inaccurate Brand Descriptions 02:08 The Power of Brand Mentions: Insights from Rand Fishkin 03:33 Scenario Two: The Importance of a Press Kit 04:38 Creating an Effective Press Kit 08:09 Real-World Application: My Press Kit Experience 10:14 Conclusion: Maximizing SEO with Press Kits The Edward Show. Your daily generative engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #publicrelations #linkbuilding #seo

Join David Quaid, an SEO consultant known for busting myths, and Jake Hundley, a local SEO specialist, as they tackle the misconception that schema markup is vital for SEO rankings and AI visibility. They dissect how search engines and AI handle content, revealing that most sites don’t benefit from schema and might even face risks with its misuse. The duo also highlights when schema can be useful, such as for structured feeds, while emphasizing the importance of clean HTML and effective content structuring over complex schema strategies.

Forget endless blog posts! Topical authority is about understanding what really matters. Discover how Google assesses expertise through links and brand mentions. Learn why bottom-of-funnel pages can boost authority more than traditional blogs. Explore successful strategies from e-commerce to service sectors, and see how brands like Forbes excel by focusing on broader authority. Edward reveals why good marketing naturally enhances SEO. Get ready to rethink your digital strategy and embrace effective, strategic content!