The Edward Show

E977: Google has quietly released one of the biggest updates to Google Search Console in years. I break down the new AI-powered reporting feature that lets you analyze your Search Console data using natural language. Instead of manually building filters and digging through reports, you can now ask Google Search Console questions about your search performance and instantly uncover insights about th...

E976: Nebojša "Vujo" Vujinović - the SEO entrepreneur Wired once called the "AI clickbait king" - joins the show. Vujo has spent more than 20 years building websites, buying expired domains, and experimenting with search engine optimization. Today he runs a massive network of nearly 9,000 websites and a team of around 30 people managing content, links, and SEO campaigns across many industries. In...

E975: I break down a strategy that some advanced SEOs are experimenting with: autonomous niche websites that rank on Google, build backlinks, publish content automatically, and recommend a specific brand or product. These sites are designed to target a tight cluster of commercial keywords using a domain that closely matches the niche. The homepage is optimized for competitive "best" keywords, whil...

E974: Breaking down two Google patents that reveal how search may evolve and how Google may already be testing SEO tactics behind the scenes. The first patent is a newly approved system called "AI Generated Content Page Tailored to a Specific User." It describes how Google could generate a completely new page for a searcher using information from a company's website. Instead of sending users direc...

E973: We sit down with Jake Tlapek and Gagan Ghotra to fully learn how Jake built a founder-led growth engine using TikTok Lives, converted inbound demand into high-value retainers, and structured an agency model that can scale without the founder running day-to-day delivery. This is a tactical conversation for agency owners and operators about pipeline, positioning, offer structure, pricing, hiri...

E972: We break down Wix's AI-driven SEO strategy and ask a simple question: why are they still ranking? Wix scaled dozens of "how to make money" articles shortly after ChatGPT launched. On the surface, the strategy worked. Organic traffic doubled. Pages ranked. Visibility increased. But when you look closely, patterns start to appear. We analyze: - How Wix scaled top-of-funnel AI content - Why mos...

E971: Matt Diamante shares a simple experiment that produced surprising results: adding expert quotes to AI-written content led to AI Overview citations within two hours of publishing. We break down what was tested, what changed, and why this small adjustment may be influencing how Google's AI Overviews and large language models evaluate content. What we cover: - The exact test Matt ran and what w...

E970: Breaking down one of the most debated SEO topics: the "bad neighborhood" hosting effect. There's a persistent theory that shared hosting damages rankings, that you need a dedicated IP to compete, and that being on the wrong server can suppress your visibility in Google.  Lance Dockins, founder of WordKeeper and longtime hosting and security expert, joins the show. We unpack what's real, what...

E969: How digital PR, brand mentions, and earned media are becoming some of the most important drivers of visibility across Google and AI search. Chris Panteli of Linkifi returns to the show! We go deep into how journalists actually source experts, why most HARO and expert quote pitches fail, and how real media coverage influences rankings, reputation, and LLM visibility - even when there is no ba...

E968: What it actually looks like to get leads from ChatGPT and other AI platforms as a local business. Blair Witkowski joins the show! Blair has been doing SEO for nearly 20 years and runs multiple agencies focused on home services, including garage doors, gutters, and accessibility remodeling. In this conversation, he walks through the exact process his team is using to increase AI visibility, g...

E967: What 130,000 A/B tests reveal about why websites fail to convert - even when they look polished and professional. Sahil Patel, CEO of Spiralyze, joins the show. We talk through the most common CRO mistakes companies make across SaaS, B2B, and service businesses, including why stock photos reduce conversions, how landing pages lose high-intent buyers, and what small teams can do immediately t...

E966: I sit down with James Owen, an SEO professional with nearly two decades of hands-on experience across some of the most competitive industries on the internet. James shares how he went from learning SEO on online dating websites in the late 2000s to working in iGaming, travel, eCommerce, and eventually building and scaling his own agency. The conversation explores what has changed in SEO over...

E965: If you can read the minds of your searchers, SEO becomes much simpler and much more profitable. I break down what it actually means to understand keyword intent - and why most people get it wrong. When you misread intent, you create the wrong type of page, attract the wrong traffic, and wonder why nothing converts. When you understand intent correctly, you: - Create less content - Rank more...

E964: How I approach keyword research and why I believe it is one of the most valuable skills in SEO. A lot of people try to automate keyword research or skip the manual work of looking through search results. That is a mistake. When you manually explore keywords and study the SERPs, you learn how people actually search, what language they use, and where real opportunities exist. This focuses on f...

E963: I sit down with TJ Robertson to discuss how AI search experiences are influencing SEO strategy, content creation, and brand visibility. This conversation looks at how large language models, AI Overviews, and conversational search interfaces are becoming an additional layer of discovery that SEOs and founders need to understand. We break down practical tactics, areas of disagreement, real exp...

E962: Keyword stuffing in Google Business Profile names is one of the most common - and frustrating - competitive tactics in local search. Claudia Tomina, founder of ReputationArm and a Google Product Expert, joins the show to answer a listener question about what business owners can realistically do when a competitor continues using a spammy business name despite edits, reports, and forum escalat...

E961: I sit down with Mark Williams-Cook to break down what actually drives rankings today and what most of the industry gets wrong. We talk about real SEO experiments, insights from Google leaks and exploit data, how large language models affect search, and why brand signals, links, and user behavior matter more than most tactical checklists. Mark shares lessons from more than two decades in SEO,...

E960: Brett Farmiloe returns to share his screen, breaking down a new AI feature from Featured and Help A Reporter Out (HARO) that helps you find and pitch the exact journalists who are most likely to cover your story. Instead of blasting press releases to massive media lists or relying on expensive distribution platforms, this tool analyzes journalist data, past articles, and active queries to he...

E959: When traffic dips or stalls, should you refresh old content or publish something new? The answer isn't simple - and the SEO community is divided. I walk through real discussions, controversial takes, and practical examples from my own sites, including a case where republishing nearly identical content led to a number one ranking in under two weeks. We cover: - How to use Google Search Consol...

E958: I break down four backlink opportunities that are working right now in 2026. These are practical, repeatable strategies you can use whether you're building a niche site, growing an ecommerce brand, or scaling a personal brand. The first strategy is a forgotten image link building tactic that's becoming even more effective in the age of AI-generated content. Then I walk through three profile...

E957: We break down Bing Webmaster Tools' new AI Performance report and explain how to use grounding query data to increase your visibility in large language models (LLMs). Bing is now showing citation data from Copilot, Bing AI summaries, and select AI partners, possibly ChatGPT. This includes grounding queries - the sub-searches LLMs generate when they break a prompt into multiple web lookups. W...

E956: Do large language models actually use schema the way SEOs think they do? A recent test by Mark Williams-Cook set out to answer that question. He created a fictional company and added completely fabricated schema types to the page - things like "FlockName," "WaddleStyle," and "MigrationPattern." None of it was valid structured data. When ChatGPT and Perplexity were asked for the company's add...

E955: For years, SEO advice has repeated the same idea: publish more content, rank for more keywords, get more traffic. That model is breaking. I sit down with Harpreet Singh to explain what's happening right now in search - including why large sites with thousands of "best" listicles and AI-assisted blog posts are seeing dramatic traffic declines. We walk through Shopify's collapse and look at wh...

E954: We may be in the middle of another Google algorithm update - and for some sites, the impact has been severe. From February 5th to February 7th, one of my top-of-funnel sites lost 50% of its organic traffic. Then, just a few days later, traffic rebounded completely. At the same time, my bottom-of-funnel pages remained stable. In this episode, I break down what's happening, what the SEO commun...

E953: I break down a very common mistake I see when people use my SEO page title formula - and why it quietly hurts conversions. You can write a great page title. 
You can include your keyword. 
You can add the benefit. And still lose the conversion. The problem isn't the title. It's what happens after someone clicks. When your page title promises a specific benefit but your page doesn't immediate...