The Edward Show

Discover the intriguing 130-day rule where Google de-indexes pages that haven't been crawled. Learn how Google decides which pages to keep, drawing insights from case studies across various industries. The use of Screaming Frog for SEO analysis is highlighted, showcasing its benefits for improving page performance. Practical steps are discussed to keep your content indexed and boost crawl frequency. This exploration of Google's indexing strategy is essential for anyone wanting to maintain visibility in search results.

E714: Alex Moss, Principal SEO at Yoast, joins the show! We cover everything from AI agents, LLMs, and Google's monopoly risk, to whether link building is dying, and what LLMs.txt really means for content visibility. We also discuss: - How ChatGPT and AI assistants are reshaping user behavior - How SEO reporting, keyword strategy & top-of-funnel content are evolving - Why bottom-of-funnel and brand-driven content are becoming king - What Google might look like in the next few years - Scaled content, hallucinations, and how to actually use AI in SEO workflows - Black hat SEO trends - The hype vs. reality of AI agents (and why most don’t save time) - Optimizing for voice search, Google’s AI Overviews, and the rise of user-generated content - Practical SEO advice for SMBs & legacy SEO myths that don’t work anymore Whether you're a seasoned SEO or just trying to keep up with all the changes, this episode is packed with insight, skepticism, and real-world experience. About Alex Moss: Alex Moss is Principal SEO at Yoast as well as Co-Founder of FireCask. He has over 20 years experience in every aspect of the SEO industry from in-house, freelancer, agency employee and agency owner. With a background in technical SEO, Alex has been working in Search since its infancy. Alex also has years of knowledge of WordPress, creating and optimizing sites since 2010. Over the years Alex has built everything from popular plugins to custom-made themes and frameworks, as well as being involved in complex WordPress and SEO projects globally. ⭐️ Alex Moss on LinkedIn: https://www.linkedin.com/in/alexmoss1/ ⭐️ Alex Moss on 𝕏: https://x.com/alexmoss ⭐️ Alex Moss home: https://alex-moss.co.uk/ ⭐️ Yoast: https://yoast.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 WordPress and Yoast SEO 01:05 The Impact of ChatGPT on SEO 03:16 Google's Monopoly and the Rise of AI Assistants 06:25 Future of SEO and Content Marketing 08:36 Challenges and Opportunities with AI in SEO 20:08 Automation in SEO: Tools and Techniques 34:16 Best Practices for SEO 42:58 Discussing LLMs and Their Impact 43:41 Exploring the Adoption and Skepticism of LLMs 45:26 Understanding LLMs.txt and Its Implementation 49:43 SEO Mistakes and the Future of Link Building 53:48 Voice Search and AI in SEO 01:01:21 Black Hat SEO Tactics and AI Content 01:06:41 The Role of AI in Content Creation 01:14:13 Humanoid Robots and the Future of AI 01:15:52 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #generativeengineoptimization #seotips #digitalmarketing

Think your homepage should be a keyword magnet? Think again! The discussion dives into why this outdated strategy doesn't cut it in 2025. Learn how exact match domains can actually hinder your rankings, and discover best practices for a homepage that builds trust and authority. Instead of keyword-stuffed content, focus on structuring your site effectively to conquer competitive keywords. It's a crucial wake-up call for anyone still clinging to old SEO tactics!

Explore the wild world of SEO myths, from the ridiculous belief that adding emojis boosts rankings to the persistence of the 'SEO is dead' myth. Discover whether backlinks still pack a punch and why content isn't the reigning king anymore. Page speed and AI-generated content are evolving factors that matter more than ever. The discussion tackles humorous misconceptions while providing real insights into effective strategies for 2025, ensuring you're equipped to navigate the SEO landscape.

A significant drop in Google's indexed pages has left many SEOs puzzled. The rise of user-generated content from platforms like TikTok and YouTube is changing the search landscape. Short-form videos are becoming more prominent in search rankings, prompting a shift in SEO strategies. Listeners learn how to optimize their content for future visibility and quickly create engaging videos. The discussion dives into the importance of keyword targeting and the benefits of leveraging cross-platform video content to enhance traffic.

Join James Reynolds, founder of the 8-figure SEO agency SEO Sherpa, as he reveals secrets to scaling an agency from scratch. He discusses actionable strategies for client acquisition without upfront costs, shares insights on groundbreaking SEO experiments, and emphasizes the use of AI for operational efficiency. Discover the growing importance of video content for SEO and innovative techniques like the 'compact keywords' approach. James also highlights the value of networking and mentorship in navigating the industry's challenges.

E709: Google is de-indexing millions of pages - and SEOs around the world are scrambling to figure out why. I explain what’s happening with the recent changes to Google’s indexing, which appear to have started in late May 2025. Topics covered: - Why pages are being removed from Google’s index - How Google’s approach to topical authority may be changing - Whether this is connected to an upcoming Core Update - What you can do if your pages were de-indexed I’ll also share what other SEOs are seeing and how some are recovering lost pages. ⭐️ Paul P on 𝕏 - https://x.com/pavlos1944/status/1932354931392135449 ⭐️ Drop In Google Indexing Less Since Late May 2025? - https://www.seroundtable.com/google-indexing-less-may-39538.html ⭐️ Reminder: Google has been removing indexed pages. Check and resubmit. - https://www.reddit.com/r/SEO/comments/1l3i896/reminder_google_has_been_removing_indexed_pages/ ⭐️ 127 pages crawled not indexed and loss of position - https://www.reddit.com/r/SEO/comments/1l5t5bk/127_pages_crawled_not_indexed_and_loss_of_position/ ⭐️ Link Echoes SEO Experiment - https://seosherpa.com/seo-experiments/ ⭐️ Google On Unrelated Content As A Search Ranking Issue - https://www.seroundtable.com/unrelated-content-google-seo-39574.html 💎 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 Google's Massive De-Indexing: An Overview 00:11 Reports and Examples of De-Indexing 01:31 Theories Behind Google's De-Indexing 02:19 How to Check and Fix De-Indexed Pages 03:28 Community Insights and Reactions 09:03 Understanding Topical Authority and Link Echoes 13:45 Final Thoughts and Recommendations The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #seohacks #digitalmarketingnews

E708: LLMs.txt files are going viral in the SEO world. This is a new file type aimed at helping AI tools understand your site better. But is it worth adding? I explain exactly what LLMs.txt is, how it works, and how it fits into the evolving SEO + AI landscape. I also checked some of the biggest SEO and tech sites to see how they’re approaching it - and the results will surprise you. Topics covered: - What LLMs.txt actually does - How AI tools (like ChatGPT, Gemini, Claude, and Perplexity) use it - How LLMs.txt differs from robots.txt - How to think about adopting new SEO trends vs proven practices - Practical recommendations for your site today ⭐️ Future proof your site for LLMs - LLMs.txt - https://yoast.com/features/llms-txt/ ⭐️ LLMS.txt isn’t robots.txt: It’s a treasure map for AI - https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586 ⭐️ How Generative Engine Optimization (GEO) Rewrites the Rules of Search - https://a16z.com/geo-over-seo/ 💎 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 LLMs.txt 00:27 What Are LLMs.txt Files? 00:55 How AI Tools Use LLMs.txt 02:40 Benefits of LLMs.txt 04:05 Current Adoption of LLMs.txt 06:38 Do You Need an LLMs.txt File? 08:50 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #llmstxt #generativeengineoptimization #searchengineoptimization #digitalmarketing

E707: The top 3 reasons brands are not ranking on Google - explaining the most common SEO mistakes. Lots of people attribute mistake #3 to mistake #1, it’s not. There’s a top mistake and it’s not what SEOs and marketers think. And remember - don’t trust an SEO who blanket diagnoses your issue without going deep into your site, its pages, its marketing, and its links. You wouldn’t trust a doctor who tells you to do a dramatic lifestyle change or surgery based off a cursory inspection - and so you shouldn’t trust a cursory SEO either. This is SEO that works - that gets results - and mistakes to avoid. ⭐️ Search Engine Deoptimization - https://edwardsturm.com/articles/search-engine-deoptimization/ ⭐️ How to Build Backlinks for a New Website (2025 Edition) - https://www.youtube.com/watch?v=w4-qtK2VK0s 💎 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 Common SEO Issues 01:34 The Importance of Proper Keyword Targeting 04:00 Building Topical Authority for Better Rankings 06:16 Enhancing Page-Specific Authority 08:10 Conclusion and Further Learning 08:46 Personal Anecdote and Podcast Journey The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #seotips #searchengineoptimization #marketingstrategy #digitalmarketing

E706: The State of Search 2025 report from Datos and SparkToro just came out. I walk through four of the most eye-opening graphs, sharing what they reveal about how search and content are evolving. Topics covered: - The top 10 most-clicked sites in Google Search and what this means for your strategy - How user-generated content - especially video - is shaping search results - Why most marketers ignore the most profitable keywords - and why that’s a mistake - The real numbers behind AI tools vs. traditional search engines ⭐️ State of Search Q1 2025: Behaviors, Trends, and Clicks Across the US & Europe - https://datos.live/report/state-of-search-q1-2025/ ⭐️ SparkToro: https://sparktoro.com/ ⭐️ Rand Fishkin on SEO, AI Overviews, and the Future of Content Marketing - Ep 674 - https://www.youtube.com/watch?v=5JQvdLYvGZI ⭐️ The biggest mistake digital marketers will make this year - https://edwardsturm.com/articles/the-biggest-mistake-digital-marketers-will-make-this-year/ ⭐️ Reuse video automation - https://reusevideo.com ⭐️ How Generative Engine Optimization (GEO) Rewrites the Rules of Search - https://a16z.com/geo-over-seo/ 💎 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 Overview 00:40 Top Domains Visited from US Desktop Search Engines 02:51 SEO Tips for Video Creators 04:40 US Desktop Search Intent in Q1 2025 09:13 The Rise of AI Tools in Search 14:18 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #digitalmarketing #searchengineoptimization #marketingstrategy #marketingnews