The Edward Show

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 le...

E926: Jake Hundley and David Quaid join the show to break down one of the most misunderstood topics in SEO: schema markup. For years, marketers, agencies, and "AI SEO" tools have claimed that schema is required to rank in Google and now in large language models like ChatGPT, Perplexity, and Claude. We take those claims apart and explains, in practical terms, why most websites don't benefit from sc...

E925: Most people think topical authority comes from publishing endless blog posts. That idea is wrong - and it's why so many SEO strategies fail. I break down what topical authority really is, how Google actually decides who is an expert, and why links, brand mentions, and bottom-of-funnel pages matter far more than informational content. This episode is built around a real Reddit thread from an...

E924: I sit down with Lars Lofgren and Jacky Chou to talk about what's really happening inside search right now - not the PR version, not the Google blog version, but what people running sites, ranking pages, and making money are actually seeing. We dig into why white-hat, content-driven SEO feels like it's collapsing for a lot of people, while black-hat operators, parasite SEO, and forum spam are...

E923: Metehan Yeşilyurt, one of the most respected AI visibility and SEO researchers in the world, joins the show! Metehan has spent the past year reverse-engineering how ChatGPT, Perplexity, Gemini, and Google's AI systems decide which brands get cited, recommended, and shown to users. This conversation goes far beyond surface-level AI SEO. We break down how large language models select sources,...

E922: SEO researcher, Mateusz Makosiewicz, created a completely fake luxury brand, published a few fabricated stories about it on Reddit and Medium, and watched as major AI tools confidently repeated the lies as fact. Even when the company's own website said those claims were false, the AI systems still chose the fake stories. This episode walks through exactly how the experiment worked, which AI...

E921: Edward sits down with David Fano, Head of Growth at Teal and former WeWork executive, to break down how Teal built one of the largest SEO engines in the job search space. Teal now ranks for more than 893,000 keywords and gets over one million organic clicks per month from Google. In this conversation, David explains exactly how that happened, what broke along the way, and how AI agents, SERP...

E920: I break down one of the most unusual and important SEO stories of the decade: how Grokipedia, an AI-generated encyclopedia connected to Elon Musk's Grok, went from almost zero Google traffic to millions of clicks in just weeks - and why that could force Google into a decision that changes the future of AI content in search. Grokipedia isn't just another AI site. It is structured like Wikiped...

919: Charles Floate joins the show to reveal what link building looks like inside restricted and gray market verticals like iGaming, crypto, and prediction markets. This is not a surface-level SEO conversation. It's a practical breakdown of how rankings are achieved, defended, and lost in some of the most competitive and hostile SERPs on the internet. The discussion covers why ranking is often the...

E918: David Quaid returns to the show to break down one of the most misunderstood topics in SEO: XML sitemaps. Every day, people are told that if their pages are "crawled but not indexed," the fix is simple - submit a sitemap. This episode explains why that advice is usually wrong, what XML sitemaps actually do, and why authority is the real factor behind indexing and rankings. This conversation r...

E917: I'm joined by Nathan Gotch to break down how modern SEO actually works in the AI era - and why systemizing your process matters more than ever. We go deep into how top operators think about SEO today, from local and e-commerce to SaaS and AI search platforms. This conversation is practical, opinionated, and grounded in real campaigns, not theory. What we cover: - Why systemizing SEO is more...

E916: I break down one of the most extreme search visibility collapses I've ever seen. Cointelegraph - one of the largest and most established crypto news sites in the world - went from over 4 million monthly Google clicks to roughly 75,000 in a matter of weeks. Even branded searches stopped returning their website. This episode explains what actually happened, why this was not a crypto-wide issue...

E915: We break down EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) and how Google evaluates website quality - straight from Google's own documentation, quality rater guidelines, and real-world SEO experience. Joining me is Shaun Anderson, one of the most respected SEO professionals in the industry with over 20 years of experience. This is a fast-paced, no-nonsense discussion...

E914: Cody See joins the show. We break down why simple, fundamentals-driven SEO consistently outperforms complicated, "advanced" tactics - and why that's been true for over a decade. We talk through real-world experience running affiliate sites, agencies, and client campaigns, and explain why most SEO failures come from overengineering, ego, or chasing shortcuts instead of focusing on what actual...

E913: Practical, repeatable ways to use Google Search Console to make better SEO decisions without guessing. Instead of relying on assumptions, third-party tools, or long content cycles, this conversation focuses on using Google's own data to identify what your site is already eligible to rank for - and how to expand from there. We cover real workflows you can apply immediately, whether you're wor...

E912: New research explains how Perplexity evaluates, ranks, and even discards content. If you want your content to be shown, cited, or recommended by large language models, understanding how one major AI answer engine works gives you insight into how the rest likely operate. We walk through research that analyzes Perplexity's ranking systems, including entity re-ranking, manual domain boosts, ear...

E911: I break down what Google's John Mueller has repeatedly said is the most important rule in SEO: consistency. Not shortcuts. Not trends. Just consistent execution over time. John Mueller has shared this advice for years without fully explaining why it matters. Barry Schwartz helped add context, and in this I explain how consistency impacts rankings, trust, and conversions across both technical...

E910: How ChatGPT and other large language models actually generate answers, based on widely shared research on how AI systems use search, training data, and real-time web results. If you're doing SEO in 2026 and beyond, understanding how AI decides when to search, what it pulls from the web, and why certain content gets shown in AI answers is no longer optional. This episode explains the mechanic...

E909: When you search Google today, you'll often see obviously AI-generated, low-quality content ranking in the top results - sometimes even from big global brands. In this episode, I break down why that happens, what's actually going on inside Google's algorithms, and why copying what you see in the SERPs is often the wrong takeaway for long-term SEO. This isn't an episode about shortcuts or spam...

E908: We break down how SEOs are using vibe coding and AI development tools to build rankable web apps, calculators, and tools that generate organic traffic and revenue faster than traditional content. Today's guest is Ram Berrouet, a longtime co-founder, friend, product builder, and founder of Relief, a Series A startup with hundreds of thousands of users. Ram explains how recent breakthroughs in...

E907: An SEO copywriter quietly helped a single local dental office grow from almost zero traffic to 130,000 monthly organic visits - using nothing more than one blog post per week. No backlink campaigns. No complicated SEO frameworks. No content farm. Just consistent blogging, strong keyword choices, and writing that people actually want to read. That SEO copywriter is Tiffani Daniel. She joins u...

E906: I sit down with Shaun Anderson (Hobo Web), one of the most respected SEOs in the industry - someone who has been working in search since the early 2000s and has firsthand experience with every major Google shift, from early link-based ranking to AI-driven systems. We look at what the Google API Leak actually showed, what Google has been consistent about for years, and where SEO narratives ha...

E905: An auto repair shop paid $24,000 for SEO. In 11 months, they generated $2.8 million in revenue. This is exactly how that happened and why most local SEO campaigns never come close to results like this. The strategy comes from a real-world case study shared by Sarvesh Shrivastava, and it lines up perfectly with what actually works for local service businesses today. This is not theory. This i...

E904: New data shows a massive decline in Google Search traffic to news publishers. Here's what this means for anyone relying on organic traffic to survive. According to recent analysis, Google Search traffic to news sites has dropped from 51% to 27% over the past two years. At the same time, publishers have become increasingly dependent on Google Discover, a traffic source that is volatile, unpre...

E903: Is SEO actually dying, or is the industry just rebranding the same fundamentals under new names like GEO, AEO, and AI SEO? In this long-form holiday roundtable, we break down what really changed in search over the past year, what didn't, and why so much confusion is spreading across marketing teams, LinkedIn, Reddit, and conference stages. This episode covers real-world observations from 202...