The Edward Show

Discover how click-through rate influences Google rankings far more than most realize. Dive into Rand Fishkin's experiments that dramatically shifted a page's position with just a few clicks. Learn why page titles and brand recognition play a crucial role in attracting clicks. Also explored is how Google measures user behavior, and the importance of adapting SEO strategies to these insights. Find practical takeaways to enhance your SEO game, from optimizing titles to leveraging virality.

David Quaid, an expert in SEO and founder of Primary Position, dives into the intricate workings of search engines. He explains the concept of Query Fan-Out and how it influences retrieval in LLMs. David debunks myths surrounding indexing, PageRank, and the misconceptions about CTR and dwell time as ranking factors. He discusses the differences in indexing between Google and Bing and offers strategies for content updates versus new pages. Plus, he shares valuable SEO tips for SaaS founders and solopreneurs, making this a must-listen for anyone in digital marketing.

A major Google update is shaking up SERPs, with significant changes in how traffic is distributed. YouTube is emerging as a clear winner, while AI-generated sites face increased scrutiny. Click-through rates are plummeting, and the disappearance of video thumbnails is raising eyebrows. Early community reactions suggest a shift in content priorities towards authenticity and immediate value. Edward shares insights on the future of Reddit and the importance of high-quality, engaging content in navigating these turbulent waters.

Join Tryggvi Rafn, an SEO and e-commerce expert, as he shares his incredible journey from losing his entire business to thriving with over 1,000 profitable sites. He spills the secrets of SEO that many ignore, highlighting the pitfalls of AI spam and link shortcuts. Discover the importance of buyer-intent SEO, the truth about content quality, and his strategies for successful e-commerce. Tryggvi also emphasizes the need for meaningful engagement metrics and the future of SEO in an AI-driven landscape.

E890: One of the most debated SEO tactics today: companies publishing "Best X in Y" listicles and ranking themselves #1. For years, this has been a common SEO strategy, but in 2025-2026 it has become far more powerful. These listicles are now being ingested by AI systems like ChatGPT, Gemini, Perplexity, Claude, and Grok, and are influencing the rankings these models generate. A single self-promotional page can now push a brand to the top across multiple AI platforms. This raises a major question for the industry: will Google allow this, or will these pages get devalued or penalized? Gagan Ghotra returns to discuss how Google will treat these listicles in the future, how AI models decide which brands to surface, and the role of reputation signals, UGC, reviews, achievements, and entity data. We also explore why AI Overviews may eventually replace listicle-style pages entirely, and how brands need to adapt their content strategies going into 2026. This is a deep conversation about the evolving relationship between SEO, AI search experiences, and brand authority. We cover technical SEO factors, ethical concerns, programmatic list creation, Google's knowledge graph, and how brands can influence AI through strategic content creation across the web. Topics discussed: - Why self-ranking "Best X for Y" listicles suddenly influence AI results - Whether this tactic is deceptive or simply smart SEO - How Google might detect and penalize manipulative listicle strategies - Why some sites get hit while others remain unaffected - How AI Overviews generate their own lists using entity and knowledge-graph data - Why achievements, awards, team announcements, and reviews now matter more - How user-generated content on platforms like Instagram, YouTube, LinkedIn, and X can affect AI rankings - The rise of reputation-focused SEO copywriting - The impact of hidden content, accordions, and rendering issues on AI understanding - Trustpilot, marketplaces, and how programmatic SEO could change the landscape - How Google's future search experience may rely less on listicles and more on AI-generated recommendations - Why brands need to create public, verifiable content about their wins - The future of bottom-of-funnel content across both websites and social platforms ⭐️ Gagan Ghotra on 𝕏 - https://x.com/gaganghotra_ ⭐️ Gagan Ghotra on LinkedIn - https://www.linkedin.com/in/gagan-ghotra/ ⭐️ Gagan Ghotra's website - https://gaganghotra.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 Blog Listicles 00:34 The Ethics of Self-Promotion in SEO 01:14 Historical Context of SEO Tactics 01:53 The Impact of Blog Listicles on Search Rankings 04:11 Debate on the Future of Self-Promotional Pages 11:03 The Role of User-Generated Content in SEO 12:24 AI Overviews and Their Influence on Rankings 16:30 Strategies for Influencing AI Rankings 23:09 Google's Future in AI-Generated Rankings 23:34 Google's New Recommendation System 24:46 AI Mode and Business Profiles 26:25 SEO Copywriting Trends for 2026 30:05 Importance of Reputation Management in SEO 31:14 Creating Effective Best-of Lists 33:22 Trustpilot's Missed Opportunities 35:04 Programmatic SEO and AI 36:25 Challenges and Solutions in Programmatic Content 37:55 The Future of Content and SEO 40:53 Conclusion and Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #answerengineoptimization #generativeengineoptimization #digitalmarketing

Gagan Ghotra, an Image SEO and technical SEO specialist, returns to discuss the explosive growth of visual search and the intricacies of AI-generated alt text. He explains how Google interprets images and stresses the importance of good alt text, sharing tips on using Gemini for scalable automation. Gagan highlights common pitfalls that can hurt rankings and warns against relying on AI-generated product images. Discover how to optimize your visual content effectively and prepare for the imminent wave of visual search!

E888: Stop making service area pages you'll never rank for. We break down one of the most common local SEO mistakes new businesses make - trying to rank in cities they don't have topical authority for. From Darren Shaw (founder of Whitespark and one of the top local SEO experts in the world) said it best, "If you want to rank 50 miles away, you need a new location." Not more pages. Not more blog posts. A verified Google Business Profile in that city with a real, verified location. You'll learn: - Why service area pages for far-away cities never rank for new businesses - What to focus on first - How to expand your local radius the right way - The right time to open additional locations + Google Business Profiles - How to structure your homepage when you serve multiple cities - Why topical authority is becoming more important than ever - What happens when you update your GBP (hint: massive crawling) If you've been trying to rank beyond your area with "Plumber Miami" - type pages while based in Dallas… this episode will save you months of wasted effort. ⭐️ Darren Shaw's local SEO episode - https://www.youtube.com/watch?v=1awWMG1e5kY 💎 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 Mistakes 00:27 Expert Insights from Darren Shaw 02:13 Effective Local SEO Strategies 02:53 Expanding Your Business Reach 04:29 Case Study: Success with SEO 06:34 Conclusion and Final Thoughts 07:08 Closing Remarks The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #searchengineoptimization #googlebusinessprofile #digitalmarketing

Discover the emerging concept of parasite properties that brands leverage for SEO success. These advantages come from using trusted platforms to enhance search rankings without traditional methods. Learn how social proof and user-generated content shape buyer decisions while AI-driven search becomes crucial. Hear real-world examples from major sites and understand the distinctions between ethical and more dubious practices. Get strategies for building long-lasting SEO assets, with 2026 set to be a pivotal year for this innovative tactic.

Discover the intriguing world of link echoes in SEO, where removed backlinks surprisingly continue to influence rankings. An eye-opening Moz experiment reveals that rankings can remain stable even after links disappear. Rand Fishkin’s tests support this finding, showing lasting valor in quality backlinks. Learn why good links are invaluable long-term assets, while bad ones can leave detrimental footprints. The discussion prompts a fresh perspective on link-building strategies, emphasizing the importance of natural, high-quality backlinks.

Discover how self-promotional 'Best X' lists dominate ChatGPT traffic, making up 43.8% of its citations. Learn why fresh updates significantly increase visibility and how topical authority can surpass traditional domain authority. E-commerce sites are advised to enrich product pages and publish comparison lists to boost AI mentions. The positioning of key content also plays a vital role in LLM recommendations. Finally, find out how celebrating company achievements can enhance your visibility in AI outputs.