2025 LinkedIn Ads Playbook: Organic Amplification, Glitches, and Growth Loops

E726: How to consistently earn backlinks and attract new clients by building visible credibility - even if you're just getting started and have no existing reputation. The episode breaks down a real example from James Reynolds, the founder of SEO Sherpa, an SEO agency that grew from zero to eight figures in revenue. He used a structured, repeatable process to build perceived authority from the ground up. That credibility made it easier to get speaking opportunities, podcast invites, mentions in articles, and referrals - all of which led to more backlinks and client inquiries. You’ll learn: - Why social proof makes people more likely to link to you or hire you - How to start getting invited to speak at events, even if you're unknown - What to include in your speaker pitch to increase acceptance rates - How to use each small success (like a quote or event) to unlock the next one - A simple method to get included in articles and expert roundups - How podcast appearances can build trust and help with SEO - How to create assets (like research reports) that influencers want to share - How to position yourself as an expert, even if you feel like an imposter - Why “looking credible” matters more than being known in your industry - How to increase your success rate on HARO and similar platforms - What makes people more likely to include your link in their content - How to share your progress and where to do it This isn’t about shortcuts or hype - it’s about using simple steps to gradually build real trust, which leads to long-term growth in backlinks, visibility, and clients. This approach works whether you're a business owner, freelancer, agency owner, or in-house marketer - and whether you’re new to the field or looking to break into a more competitive space. If you enjoy practical, story-driven examples of marketing and SEO strategy, you’ll find a lot of value here. ⭐️ How to Grow an SEO Agency from $0 to 8 Figures (with Lessons from 21 SEO Experiments) - https://www.youtube.com/watch?v=CC5i2M6TYC0 ⭐️ Manufacturing Social Proof to Build an 8-Figure Business - https://edwardsturm.com/articles/manufacturing-social-proof-build-an-8-figure-business/ ⭐️ 21 SEO Experiments - https://seosherpa.com/seo-experiments/ ⭐️ How to Get On Podcasts as a Guest in 2025: The Easy Way - https://edwardsturm.com/articles/get-on-podcasts-as-guest-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 Why Social Proof Matters 02:04 Case Study 03:03 Step-by-Step Guide to Building Social Proof 05:40 Leveraging Speaking Engagements for Growth 08:02 The Power of Influencer Collaboration 11:52 Getting Started: Practical Tips and Tools 14:41 Conclusion and Additional Resources The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #linkbuilding #backlinks #socialengineering #searchengineoptimization

E725: I break down the 2025 State of Link Building report - a huge new study featuring insights from 518 SEO pros (myself included). You’ll learn: - Why NoFollow links still matter - The most popular shady black hat backlink methods - How unlinked brand mentions influence rankings - Whether a $508 backlink is actually worth it - What’s working in link building right now - and what’s risky - Why you don’t always need backlinks to rank - And whether using Google’s disavow tool will annihilate you I also share my favorite low-cost ways to get high-quality links, plus some wild findings from the survey that might change how you think about SEO in 2025. ⭐️ The State of Link Building | 2025 - https://editorial.link/link-building-statistics/ ⭐️ Source of Sources - https://sourceofsources.com/ ⭐️ Help a Reporter Out - https://www.helpareporter.com/ ⭐️ Featured - https://featured.com/ ⭐️ Linkable Assets - https://edwardsturm.com/articles/no-link-building-budget-could-buy-these-results/ ⭐️ Moz Exec: Is SEO Dead or Stronger Than Ever in the Age of AI? - Jonathan Berthold - https://www.youtube.com/watch?v=HtSWV5oH_vM ⭐️ Should You Use Google’s Disavow Tool in 2025? - https://www.youtube.com/watch?v=NHt0qNjJ6ss 💎 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 The Impact of Backlinks on AI Search Results 00:31 The Role of Nofollow Links in SEO 01:24 Edward's Insights on Nofollow Links 02:51 Unlinked Brand Mentions and Their Influence 03:53 Ranking Without Backlinks: Is It Possible? 06:41 The Value of High-Quality Backlinks 08:44 Link Building Strategies and Tactics 10:46 Shady but Effective Link Building Methods 11:49 Red Flags in Link Building 12:25 Natural Backlink Profiles and Disavow Tool 13:54 Cost-Effective Link Building Tips 15:33 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #linkbuilding #backlinks #seohacks #searchengineoptimization

E724: I walk you through a ridiculously powerful AI + Google Sheets hack that helped us sort through thousands of keywords to find a high-value keyword opportunity - potentially worth $15K/month - in just minutes. Whether you're doing SEO to sell services, SaaS, or any niche, this method will save you hours of manual sorting. Learn: - How to use Google Sheets + AI to filter thousands of keywords instantly - The methodology for what keywords to go after - How to avoid common mistakes when using AI for SEO ⭐️ Workspace Labs Sign Up: https://workspace.google.com/labs-sign-up/ ⭐️ Use the AI function in Google Sheets (Workspace Labs) - https://support.google.com/docs/answer/15820999?hl=en-GB 💎 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 00:07 Basics of Spreadsheets 00:39 A Real-Life Example: Finding Keywords 01:50 Discovering Ninjapromo 03:35 Using Google Sheets for Keyword Sorting 04:57 Filtering and Analyzing Keywords 07:04 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #keywordresearch #seotips #seohacks #digitalmarketing

E723: I break down why SEO is still one of the most powerful marketing channels in 2025 - especially when paired with AI and social media. With fresh Datos data, timeless SEO experiments, and examples, we explore what’s actually happening with search, and how SEO knowledge now gives you an edge across platforms and algorithms. What you'll learn: - How SEO knowledge translates to AI optimization - Top-ranking content is often what AI tools surface; knowing SEO helps you rank in AI-driven results.   - Why understanding SEO helps you master all algorithms - Core SEO skills like engagement and content structure apply to TikTok, Instagram, X, and more.   - What “search is everywhere” really means - Social platforms have internal search; SEO helps you show up across channels and on Google.   - Why SEO is still a free, high-intent traffic channel - It brings in users who are actively searching for what you offer, without paid ads.   - How blogging still works (with caveats) - When targeted strategically, blogs still drive top-of-funnel discovery and brand awareness.   - Why bottom-of-funnel SEO delivers better results - It targets ready-to-buy users, converts better, and compounds over time.   - How social media can amplify your SEO efforts - Traffic and shares from your audience boost rankings and visibility.   - What linkable assets do for SEO and how they pair with the now-ease of social - Shareable tools, experiments, and reports earn backlinks and build authority long-term - and how one tool earned 35,000+ backlinks. Whether you’re a startup founder, a creator, or a marketer - if you want compounding, high-intent traffic without blowing your ad budget, this episode is a must-listen. ⭐️ State of Search Q1 2025: Behaviors, Trends, and Clicks Across the US & Europe - https://datos.live/report/state-of-search-q1-2025/ ⭐️ Datos new AI report - The Current AI Landscape: An Analysis of Evolving User Behavior: https://datos.live/report/the-current-ai-landscape/ ⭐️ Rand Fishkin SERP click volume experiment - https://seosherpa.com/seo-experiments/ ⭐️ Linkable assets - https://edwardsturm.com/articles/no-link-building-budget-could-buy-these-results/ ⭐️ Getting 3,100 users in 75 minutes with TikTok - https://edwardsturm.com/articles/why-marketers-love-tiktok/ 💎 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 Is SEO Dead? Why You Should Care in 2025 00:08 The Impact of AI on SEO 01:15 SEO Skills: The Key to Understanding Algorithms 01:56 SEO and Social Media: A Symbiotic Relationship 03:17 The Power of Search: SEO's Ubiquity 04:15 SEO: A Free High-Intent Traffic Channel 06:07 The Evolution of Blogging and SEO 07:10 Bottom of Funnel SEO: The Ultimate Conversion Tool 07:32 SEO and Social Media: Amplifying Impact 09:26 Creating Linkable Assets for SEO Success 11:29 Final Thoughts on SEO in 2025 The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #digitalmarketing #seotips #marketingstrategy

E722: Dominick DeJoy joins the show to break down the 2025 playbook for LinkedIn Ads - what's actually working right now, how to amplify organic content for cheaper CPMs, and the surprising glitches and arbitrage opportunities that marketers are quietly using to scale. From B2B funnels that convert, to why thought leadership ads outperform traditional campaigns, to the truth about Google Ads, attribution, and startup chaos - this episode is loaded with insights for founders, marketers, and growth leads. Topics covered: - LinkedIn Ads that actually work in 2025 - How to amplify organic content for paid performance - The difference between thought leader ads vs. company ads - Building B2B funnels with short video, retargeting, and serialized content - How to structure LinkedIn cold, warm, and post-engagement layers - Why most LinkedIn Ads fail (and how to avoid the common mistakes) - How to test creative on a limited budget without wasting spend - The real ROI of brand awareness and why most B2B marketers get it wrong - Google Ads fundamentals for B2B: what works, what doesn’t - Why you should almost always start with exact match keywords - The hidden danger of broad match and Google's close variants - How to stop Google Ads from wasting budget on unqualified clicks - Why Performance Max and Display campaigns are usually a bad idea for lead gen - How fake leads and “click farms” ruin B2B attribution - Disabling Google’s auto-apply and avoiding the algorithm’s worst mistakes - Last-touch attribution: why it lies and what to use instead - Why cold campaigns shouldn’t be judged by cost-per-lead - How to balance direct response vs. brand in paid channels - The synergy between cold email and paid ads in B2B - When NOT to hire an agency and why most early-stage startups should market in-house - Startup arbitrage stories: glitches, exploits, and viral growth through paid channels ⭐️ Dominick DeJoy - https://www.linkedin.com/in/dominick-dejoy/ ⭐️ Osric Digital - https://www.osricdigital.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 Dominick DeJoy and Paid Ads 00:08 Why Use LinkedIn Ads? 01:59 Scenarios for LinkedIn Ads Success 06:39 Testing and Amplifying Organic Content 09:39 Budget and Audience Considerations 25:19 Common Pitfalls and Best Practices 31:17 Effective LinkedIn Ad Strategies 35:29 Successful Ad Campaign Examples 39:18 Serialized Content and Audience Engagement 43:53 AI Ad Makers 44:40 Evaluating the Utility of Ad Variations in B2C and B2B 47:01 Examples of Effective Content Strategies 50:12 Irrelevance of Attribution in B2B Marketing 58:22 Building Effective Marketing Funnels 01:16:44 Startup Stories and Lessons Learned 01:24:00 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #linkedinads #b2bmarketing #googleads #performancemarketing

E721: Google CEO Sundar Pichai recently appeared on the Lex Fridman podcast and addressed growing concerns about AI search, SEO, and the future of the human-created web. I break down the key takeaways and what they mean for content creators, marketers, and site owners. What’s Covered: - How Google’s AI Overviews and AI Mode are impacting search behavior - Whether Google is still committed to sending traffic to human-created websites - Why clicks from Google Search are dropping - and who’s affected most - What Sundar Pichai says about journalism, publishers, and the open web - The future of advertising in AI-powered search - Why bottom-of-funnel, transactional content is more important than ever - Practical SEO advice for staying visible in an AI-first search landscape If you’re serious about adapting to where search is going, this one’s for you. ⭐️ Source - https://www.searchenginejournal.com/google-ceo-sundar-pichai-discusses-fate-of-the-human-created-web/548936/ ⭐️ Watch Sundar on Lex Fridman - https://www.youtube.com/watch?v=9V6tWC4CdFQ 💎 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: Sundar Pichai on the Lex Fridman Podcast 00:53 Google's Commitment to the Human-Created Web 02:09 AI Mode and AI Overviews 03:17 The Future of SEO and Content Marketing 08:26 Advertising in AI Mode 12:06 Will AI Mode Replace Everything? 13:05 Final Takeaways The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #digitalmarketing #performancemarketing

E720: What can we learn from how Ancient Rome mastered public perception? Historian Gregory S. Aldrete joins the show to break down the surprising sophistication of Roman branding, influence, and propaganda - and what modern marketers can learn from it. From Caesar’s third-person dispatches to Augustus’ image management masterclass, this episode explores the tools Rome used to dominate the narrative - across architecture, coins, rumors, and gladiator games. If you're building a business, crafting a personal brand, or trying to stay top-of-mind in a noisy world, Rome’s playbook still applies. In this episode, we cover: • “Dignitas”: Rome’s original personal branding system • How Augustus ruled with power and humility - and avoided assassination • Viral scandals, propaganda, and the ancient version of going public • Rome’s use of architecture, symbols, and story to win hearts and minds • What Julius Caesar’s dispatches can teach you about Twitter/X • How gladiator games doubled as political theater and emotional influence • Rome’s version of top-of-mind awareness - and how they kept it • How gossip, graffiti, and chants spread ideas like memes • The Roman obsession with status - and how it shaped public image • Lessons from Cicero on emotional persuasion and audience control • How delivery and gesture amplified speeches in the Roman Republic • Why statues, coins, and temples were part of a unified content strategy • What Livy’s heroic myths reveal about Roman values and identity marketing • How Rome used fear, loyalty, and shared identity to build trust and power • The Roman military as a brand conversion machine for conquered people • Why Augustus’ autobiography (Res Gestae) is a masterclass in subtle marketing • What Rome’s failure moments teach us about bad PR and overreaching • How Nero’s golden palace backfired - and what came after • Parallels between ancient and modern “media ecosystems” • What marketers, creators, and leaders today can learn from ancient influence strategy Our guest, Gregory S. Aldrete, is a Professor Emeritus of History and Humanities at the University of Wisconsin-Green Bay, an award-winning educator, and the author of several acclaimed books on ancient Rome, including Gestures and Acclamations in Ancient Rome and The Encyclopedia of Daily Life in the Ancient World. He’s also the creator of multiple popular video lecture series with The Great Courses, where he brings ancient history to life for learners around the world. ⭐️ Gregory Aldrete’s Personal Website - https://gregorysaldrete.com/ ⭐️ Greg’s CV - https://gregorysaldrete.com/hompage/aldrete-cv-page/ ⭐️ The Great Courses - Gregory Aldrete’s Courses - https://www.amazon.com/History-Ancient-World-Global-Perspective/dp/B008QQ6FKY ⭐️ Wikipedia – Gregory S. Aldrete - https://en.wikipedia.org/wiki/Gregory_S._Aldrete 💎 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 00:31 Sophistication of Roman Public Perception 01:47 Dignitas: The Roman Quest for Public Image 07:21 Scandals and Viral Antics in Ancient Rome 09:42 Roman Cultural Identity and Historical Narratives 16:21 Rome's Symbolic Dominance and Imperialism 19:41 Incorporation of Conquered Peoples 26:17 Augustus: Master of Personal Branding 43:31 Public Appearances and Legitimacy in Rome 49:26 Graffiti as a Political Tool in Ancient Rome 50:58 Public Opinion and Political Missteps 51:41 Nero's Golden House and the Colosseum 55:58 The Emotional Power of Roman Spectacles 57:55 The Art of Roman Oratory and Gestures 01:06:51 Virgil's Aeneid: Rome's Epic Origin Story 01:15:38 Lessons from Roman Influence and Branding 01:21:35 Julius Caesar's Propaganda Techniques 01:27:56 Augustus' Sophisticated Political Strategy 01:29:40 Where to Binge The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/ #marketing #ancientrome #influence #business

E719: Google just dropped support for 7 niche schema types - including Book Actions, Course Info, Estimated Salary, and more. In this episode, I break down exactly what that means for your SEO strategy, why most structured data is a waste of time, and the truth about LLMs.txt. You’ll learn: - Why niche schema doesn't move the needle - What Google actually says about structured data - Whether schema helps with AI visibility - Whether LLMs.txt helps with AI visibility like the TikTok SEO experts say - The SEO community’s real take on all of this (including Barry Schwartz & John Mueller) If you're spending time on technical SEO that sounds smart but doesn’t impact your rankings, this episode is your wake-up call. ⭐️ Google Structured Data Policies - https://developers.google.com/search/docs/appearance/structured-data/sd-policies ⭐️ Barry Schwartz LinkedIn Post on Schema Types Dropped - https://www.linkedin.com/posts/rustybrick_google-seo-googleseo-activity-7339255572279570434-jCea/ ⭐️ Barry Schwartz on this podcast - https://www.youtube.com/watch?v=RIJaCimVeDE ⭐️ SEOs Are Recommending Structured Data For AI Search… Why? - https://www.searchenginejournal.com/seos-are-recommending-structured-data-for-ai-search-why/537959/ ⭐️ John Mueller / Google on LLMs.txt - https://www.seroundtable.com/google-ai-llms-txt-39607.html ⭐️ Reddit Discussion on LLMs.txt - https://www.reddit.com/r/SEO/comments/1lh8gua/llmstxt_file_generator_for_customers_who_obsessed/ ⭐️ Episode 708 - LLMs.txt: What It Is and Do You Need One? - https://www.youtube.com/watch?v=XOo6YC6n2hE 💎 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 00:07 Understanding Schema and Its Relevance 00:49 The Reality of Implementing Schema 01:59 Google's Update on Niche Schema 03:02 Structured Data for AI Search 04:48 Introduction to LLMs.txt 06:18 Debate on the Usefulness of LLMs.txt 10:25 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #technicalseo #searchengineoptimization #seotips #digitalmarketing

E718: Image SEO is one of the most ignored parts of search optimization - even by people who’ve been in the game for years. And yet, it affects everything from how your pages rank to how your brand shows up in Google Images, AI tools like ChatGPT, and social media platforms. In this episode, I break down the basic image SEO tactics most people skip - and how fixing them can lead to more traffic, better rankings, and increased visibility for your brand. You'll learn: - Why image SEO is still widely overlooked - and why that’s a mistake - How poor image optimization can hurt even solid SEO strategies - What properly named image files and alt text actually do for rankings - How optimized images improve e-commerce performance and AI discoverability - The simple naming convention I use for every image on my site - How image context, file structure, and alt attributes signal quality to Google - Lessons from real SEO experiments related to this Most SEOs are still missing this. After this episode, you won’t be one of them. ⭐️ 21 SEO Experiments That Will Change The Way You Think About SEO (Forever) - https://seosherpa.com/seo-experiments/ ⭐️ Ep 624 - Making SEO Viral - Matt Diamante - https://www.youtube.com/watch?v=QF8VnXdSjnA ⭐️ Ep 693 - The SHOCKING Truth About Shared Hosting & SEO Rankings (Real Experiment Results) - https://www.youtube.com/watch?v=WobMZRSJwQs 💎 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 Image SEO 00:47 Importance of Image SEO in E-commerce 01:44 Real-life Examples of Image SEO 05:05 Optimizing Your Images: Best Practices 08:23 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #imageseo #searchengineoptimization #seotips #digitalmarketing

E717: Everyone's saying SEO is dead. Pages are getting de-indexed en masse, AI Overviews are stealing clicks, and AI content is getting penalized. So… is the SEO world collapsing? You’ll learn: - Why so many pages are getting removed from Google’s index - How AI Overviews are changing click patterns - What kind of content Google is still rewarding - Why transactional keywords are your best friend - How to adapt without panicking If you’re feeling overwhelmed by all the changes - this episode is for you. ⭐️ State of Search Q1 2025: Behaviors, Trends, and Clicks Across the US & Europe - https://datos.live/report/state-of-search-q1-2025/ 💎 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/ 00:19 Deindexing Crisis: Pages Removed from Google's Index 00:43 AI's Impact on Clicks and Impressions 02:41 The Rise of Transactional Keywords 04:31 Google's Crackdown on Mass AI Content 06:32 Debunking the 'Google is Dead' Myth 10:18 The Best SEO Practices Remain Unchanged 11:00 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #digitalmarketing #marketingstrategy