The Edward Show

E842: Everyone’s talking about “AI visibility,” but almost no one is asking the right questions. Is it actually real - or just another marketing buzzword sold by agencies and tools that need a new story to tell? We uncover The Big AI Visibility Lie with former Telegraph Head of SEO James Carson, who’s worked with some of the biggest publishers in the world. We unravel: - Why “AI visibility” and “GEO” are mostly hype (and who’s selling it) - The truth about ChatGPT, Perplexity, and AI Overviews traffic - How execs are falling for AI hype - and what consultants should really tell their clients - Why SEO fundamentals still matter more than ever - How YouTube is quietly becoming the new SEO advantage - The coming shift toward agentic browsers and what it really means for marketers If you’ve been told your business needs “AI visibility,” watch this before you waste your budget. ⭐️ James Carson on LinkedIn - https://www.linkedin.com/in/jacarson85/ ⭐️ James Carson on YouTube - https://youtube.com/@absolutelyagentic ⭐️ James Carson’s newsletter - https://absolutelyagentic.com/newsletter 💎 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 Addressing AI Visibility Concerns 00:15 Agency vs. In-House Perspectives on AI 01:09 The Reality of AI Traffic Referrals 03:53 Challenges in Optimizing for AI 08:29 The Future of AI and Agentic Browsers 18:52 SEO and AI: Are They the Same? 23:26 Background and Experience in SEO 28:31 The Intersection of SEO and Social Media 31:29 Should You Invest in AI Visibility Tracking Tools? 31:57 The Relevance of AI Tracking in SEO 33:38 The Rise of AI and Its Impact on Visibility Tools 34:21 Challenges in Measuring AI Visibility 36:31 The Debate on AI's Role in SEO Strategy 40:30 The Importance of Quality Content in the AI Era 42:10 Using YouTube for SEO Success 48:11 The Future of Publishing in the AI Age 53:31 Effective SEO Strategies for Publishers 58:28 Recommended AI Tools for Content Creation 01:00:54 Conclusion and Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #searchengineoptimization #chiefmarketingofficer #performancemarketing

842: OpenAI just released its new browser, ChatGPT Atlas, and many people are asking if this could mark the end of SEO as we know it. I break down what marketers and SEO professionals are actually saying about Atlas - what it gets right, what it struggles with, and whether it really changes how people search or browse. We cover: - What ChatGPT Atlas is and how it works - How SEO experts are reacting to it - Whether Atlas could impact Google’s dominance - How hallucinations and AI feedback loops might affect SEO work - A real story of a company that dropped their SEO team for “AI visibility” - and what happened next - Practical takeaways for marketers watching AI’s role in search 💎 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/ ⭐️ The conversation on X: https://x.com/edwardeachday/status/1980715741910303002 ⭐️ The conversation on Threads: https://www.threads.com/@edward.builds/post/DQGzLp7Cjlg ⭐️ Got fired because CEO thinks traditional Search is Dead - https://www.reddit.com/r/SEO/comments/1odiguy/got_fired_because_ceo_thinks_traditional_search/ 💎 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 OpenAI's Atlas Browser 00:23 Initial Reactions and Feedback 00:43 Community Opinions on SEO Impact 02:54 Balancing Positive and Negative Takes 05:12 A Cautionary Tale of Ignoring SEO 08:29 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #searchengineoptimization #performancemarketing #digitalmarketing

841: Everything you know about marketing analytics… is wrong. Today’s guest, Jeff Greenfield, built one of the world’s first multi-touch attribution platforms - long before most marketers even knew what “attribution” meant. He’s here to expose the truth about why your data is lying to you, why Google Analytics only shows half the story, and how 80% of marketing budgets are being wasted without anyone realizing it. We break down: - The real reason your Facebook and Google Ads don’t match - What “cookie-less” marketing actually means for your tracking - How to tell which campaigns are genuinely driving sales - The difference between clicks, impressions, and true attention - Simple analytics tips for startups and small businesses If you’ve ever looked at your ad data and thought “something feels off,” this episode will explain why - and what to do about it. ⭐️ Provalytics - https://provalytics.com ⭐️ Jeff Greenfield - https://www.linkedin.com/in/jeffgreenfield/ 💎 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 Analytics and Guest Background 01:16 Building the First Multi-Touch Attribution Platform 07:54 Fundamentals of Analytics for Digital Marketing 09:52 Evolution of Marketing from Traditional to Digital 12:14 Challenges in Modern Analytics and Attribution 17:11 DIY Techniques for Effective Ad Tracking 26:02 Complexities of Multi-Platform Advertising 39:53 Measuring Ad Effectiveness Across Channels 40:34 DIY Marketing Analytics for Entrepreneurs 42:15 The Gold Standard: Geo Holdout Tests 44:35 The Shift to Cookie-less Marketing 53:01 Challenges with AI in Data Analysis 01:00:38 Understanding Pixels and Retargeting 01:04:18 Google Tag Manager and Analytics Tools 01:10:24 The Strength of YouTube Advertising 01:11:50 Conclusion and Future Episodes The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #performancemarketing #mediabuying #digitalmarketing #analytics

E840: Most SEOs are building links the wrong way - and they don’t even know it. Alejandro Meyerhans, a link building expert, joins the podcast to share the harsh truth about link building, SEO myths, and what moves rankings in 2025. We talk about why white hat vs black hat doesn’t matter, how Google’s trust system works, the future of backlinks, AI-generated slop content, and how to build authority that survives every algorithm update. If you care about SEO, backlinks, or the future of search - this is one you can’t skip. What We Cover: - Why 99% of link building advice is wrong - The myth of “toxic” backlinks and disavow files - How to build links that Google can’t ignore - Tiered linking, anchor text ratios, and trust graphs explained - The death of traditional blogs - and what replaces backlinks - How AI content is polluting search (and what to do instead) - Building long-term SEO that actually compounds ⭐️ Get backlinks from Alejandro - Use code EDWARDBUILDS for 15% off your first order - https://getmelinks.com/ ⭐️ Alejandro Meyerhans on LinkedIn - https://www.linkedin.com/in/alexmeyerhans/ 💎 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 Welcome 00:52 Discussing Link Building Ethics 02:01 Exploring SEO Tactics 05:36 Trust and Authority in SEO 11:33 Effective Link Building Strategies 15:59 The Role of Brand and Content in SEO 36:30 Low-Cost Link Building Methods 44:13 Exceptional Content Links 44:37 Concerns About AI in Content Creation 44:59 The Value of Human Experience in Content 46:08 Sharing and Promoting High-Quality Content 47:48 The Impact of AI on Writing Quality 51:47 AI's Limitations and the Importance of Human Input 53:34 More Link Building Strategies 56:55 The Risks of Overusing AI in SEO 01:09:58 Speed Round: Link Building Tactics 01:18:18 Final Thoughts and Farewell The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #linkbuilding #backlinks #searchengineoptimization #digitalmarketing

E839: 95% of SEOs and 99.9999% of digital marketers completely miss this concept - keyword gaps inside the SERP itself. I break down exactly what a keyword gap is, why it matters more than any SEO metric, and how to find and fill them so Google wants to rank your pages. You’ll learn: - What a keyword gap actually is (and how to spot one in the search results) - How to analyze SERPs with your own eyes to find low-competition opportunities - Why Google “desperately” needs content that fills these gaps - How to optimize your page titles, H1s, and first sentences to capture rankings fast - Real examples and results from my own keyword gap wins If you’re serious about SEO, keyword research, and content that ranks - this episode will change how you see search forever. 💎 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 Keyword Gaps in SERPs 01:01 Defining Keyword Gaps 01:46 Importance of Keyword Gaps in SERPs 03:20 Identifying Keyword Gaps in SERPs 03:50 Examples of Keyword Gaps 05:41 Degrees of Keyword Gaps in SERPs 09:07 Filling Keyword Gaps in SERPs 09:40 Wrapping The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #performancemarketing #digitalmarketing

E838: Is another Google core algorithm update coming? Between October 15th and 18th, multiple SEO tracking tools recorded high levels of ranking volatility. At the same time, the SEO community began reporting major fluctuations in traffic and visibility. I review what we know so far about this potential update and what we might see if a major core update does come rolling through. Here’s what we cover: - What recent tracking data from Semrush and other tools is showing. - Barry Schwartz’s observations on the latest ranking volatility and on tool recalibrations. - Forum chatter from site owners who are experiencing large traffic swings, sudden drops, and unexplained recoveries. - Lily Ray’s analysis of what the next core update could devalue, including thin AI-generated content, repetitive “best” listicles, and excessive entity stuffing. - How AI-assisted content and scaled publishing are being treated in Google’s evolving ranking systems. - Why user engagement and readability continue to be critical factors for long-term SEO stability. - Practical steps to maintain performance during ranking volatility and avoid common pitfalls that trigger devaluation. ⭐️ Google Search Ranking Volatility Heats Up - https://www.seroundtable.com/google-search-ranking-volatility-40286.html ⭐️ Lily Ray’s breakdown - https://x.com/lilyraynyc/status/1977052936535699924 💎 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 Unconfirmed Google Algorithm Update 00:32 Insights from Barry Schwartz and Lily Ray 01:29 Personal Observations and Reactions 02:35 Community Reactions and Speculations 04:53 Lily Ray's Predictions for the Next Update 07:52 How To Rank Yourself The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #googleupdate #marketingnews #performancemarketing

E837: What should never be automated in SEO - and why do so many marketers get this wrong? I break down a viral Reddit thread that sparked dozens of high quality comments from SEOs, content strategists, and digital marketers debating what can and can’t be automated. From writing and keyword intent to backlinks and human judgment, we explore what automation tools are great for - and where they’ll actually hurt your rankings. Topics covered: - The #1 thing you should never automate in SEO - Why AI-written content still falls short - What tasks can safely be automated (and how) - The danger of automating keyword intent and internal linking - Why human judgment still beats data in SEO strategy If you care about SEO that actually works long-term, this episode is for you. ⭐️ The Reddit thread - https://www.reddit.com/r/SEO/comments/1o6oecq/what_should_never_be_automated_in_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: The Dilemma of SEO Automation 00:47 Top Reddit Insights on SEO Automation 01:02 The Debate on AI Writing in SEO 03:22 Human Judgment in SEO: What Shouldn't Be Automated 04:41 Challenges in Automating Backlinks and Content 06:06 Google's Stance on AI-Generated Content 08:56 Final Thoughts and Recommendations 11:58 Conclusion and SEO Course Promotion The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #performancemarketing #digitalmarketing

E836: How did Originality.ai become one of the biggest SEO success stories in the AI space? I sit down with the company’s CMO, Madeleine Lambert, who explains the strategies that took her startup from zero to ranking for 13,000+ high-value keywords and earning 78,000 backlinks - all without outside funding. We discuss: • How they built a content marketing operation from the ground up. • The digital PR and data studies that generated thousands of backlinks. • Why Google penalizes AI-written content and how to avoid it. • The SEO mistakes that cost tens of thousands and what they learned. • How Originality.ai approaches AI content, human writing, and the future of search. • How they use social listening and Reddit engagement to shape brand perception. • Why consistency across LinkedIn, YouTube, and other platforms boosts LLM visibility. • Building a lean marketing team and workflow that scales without investors. • The strategy they use to rank for competitor brand keywords and capture their search traffic. This episode offers practical lessons on scaling organic traffic, ranking for competitive keywords, and building a sustainable SEO strategy in the age of AI. ⭐️ Use Originality.ai here - https://originality.ai/ ⭐️ Madeleine Lambert on LinkedIn - https://www.linkedin.com/in/madeleine-lambert-b6426aa9/ 💎 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 Company Overview 01:16 SEO Success and Background 02:51 Originality.ai Features and Development 08:19 Content Marketing and Social Media Strategy 10:15 Challenges and Competition in AI Detection 16:28 Data Studies and Digital PR 27:24 Link Building and Early Strategies 41:09 Hijacking Competitor Traffic 42:06 Outranking Competitors for Brand Keywords 42:39 Building Links to Comparison Pages 44:57 AI Strategies and Consistent Messaging 47:20 Social Listening and Organic Marketing 48:25 Reddit as a Marketing Power Play 49:57 UGC Platforms and Social Media Engagement 51:41 Handling Feedback and Content Creation 53:10 Tracking Mentions and Engaging on Social Media 58:18 SEO Audits and Technical Improvements 01:01:14 Explosive Growth and Lean Team Management 01:01:51 Detecting AI Writing 01:04:09 Humanizing AI Content 01:07:21 Mentorship and Learning in Digital Marketing 01:09:34 Holistic Marketing and Team Agility 01:14:42 Failures and Lessons in Digital PR and Media Buying 01:21:17 Advice for SEO Beginners and Advanced Strategies 01:23:15 Final Thoughts and Where to Follow The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #saasmarketing #performancemarketing #marketing

E835: AI SEO is officially being gamed - and Google’s AI mode can’t keep up. Two of the best SEO minds on 𝕏, Gagan Ghotra and Harpreet Singh, join the show to break down how people are manipulating AI search systems using cheap press releases, Reddit strategies, and content tactics that still fly under Google’s radar. We go deep on how AI Overviews, ChatGPT, and Perplexity are pulling data from questionable sources, why “AI slop as a service” is flooding the web, and what brands and SEOs should actually be doing to survive in this new landscape. Topics Covered: - The $6 press release trick that influences AI results - How Reddit controls local and product-based AI search answers - Why Google’s AI Overviews are broken (and how long it’ll take to fix) - How to protect your brand from bad AI mentions - The future of E-E-A-T, system-level prompts, and “AI mode” - Why most “AI SEO” tools are setting brands up to fail - Building long-term brand authority in the AI search era ⭐️ Harpreet Singh’s Personal Site - https://harpsdigital.com ⭐️ Harpreet on X - https://x.com/harpreetchatha_ ⭐️ Harpreet’s Newsletter - https://seoespresso.com ⭐️ Harpreet on LinkedIn - https://linkedin.com/in/harpreetsingh8/ ⭐️ Harpreet on TikTok - https://tiktok.com/@seoharp ⭐️ Harpreet on YouTube - https://youtube.com/@harpsdigital ⭐️ 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 and Guest Welcome 00:27 AI Content and Google's Response 01:47 Manual Actions and Algorithm Tweaks 03:31 Press Releases and AI Influence 08:30 AI Mode and Search Result Manipulation 20:10 Community Building and SEO Strategies 46:28 SEO Consequences and Brand Integration 47:41 Targeting Bottom of Funnel Use Cases 50:32 Building a Quality Brand 52:03 Reputation Management Tactics 53:54 AI and Review Gating 55:57 The Future of SEO and AI Tools 01:08:50 Preparing for AI in Marketing 01:14:09 The Role of Brand in Marketing 01:18:21 Conclusion and Final Thoughts  The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #performancemarketing #digitalmarketing

E834: Is “AI SEO” (a.k.a. GEO - Generative Engine Optimization) actually a thing… or just another hype bubble? I break down a viral LinkedIn post outlining 10 reasons why GEO isn’t real - and why so many marketers are wasting time chasing AI SEO strategies that don’t move the needle. You’ll learn: - The truth behind AI Overviews and their real search visibility - Why optimizing for ChatGPT or Perplexity doesn’t make sense - How to use comparison pages and review strategies that work for both SEO and AI models - What’s just hype vs what’s proven to get traffic, leads, and customers If you care about ranking in Google, staying ahead of AI, and doing SEO that actually works, this one’s for you. ⭐️ The 10 reasons LinkedIn post - https://www.linkedin.com/posts/jacarson85_10-reasons-why-geo-the-ai-seo-acronym-activity-7383403719012352000-vYER/ ⭐️ Fake publication dates influencing AI - https://www.linkedin.com/feed/update/urn:li:activity:7381667464750989312/ ⭐️ ChatGPT user statistics - https://fonzi.ai/blog/chatgpt-user-statistics ⭐️ Search engines vs AI stats - https://datos.live/report/state-of-search-q2-2025/ 💎 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 GEO and Episode Overview 00:51 Debunking GEO: 10 Reasons Why It's Not a Thing 03:46 SEO Strategies That Work for Both SEO and AI 07:43 Effective Comparison Pages for SEO and AI 10:26 Leveraging Customer Reviews for SEO and AI 12:00 Conclusion and Course Promotion The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #searchengineoptimization #digitalmarketing #performancemarketing