Local SEO in 2025: What Actually Works (w/ Joy Hawkins)

E805: A co-founder of a billion-dollar content marketing company and CRM went on a huge business podcast and blamed AI for their traffic collapse. But the truth is simple: they lost rankings, and fewer clicks followed. I dive into the reality behind the latest “SEO is dead” claims. Everyone loves to blame AI, ChatGPT, and Google’s new AI Overviews for falling organic traffic, but the data tells a different story. This company once peaked at 24 million monthly clicks from Google and ranked for 5.5 million keywords - today, they’re down to 4 million clicks and 2.3 million keywords. That’s not AI killing SEO, that’s rankings dropping. We’ll break down: - Why SEO is not dead in 2025 (it’s actually at peak interest according to Google Trends). - How keyword rankings directly drive clicks and why losing top 3 positions kills traffic. - The myth that AI tools are stealing all search traffic. - Why anyone can fact-check SEO performance with free tools like Semrush. If you’ve ever heard that “SEO is dead” or that “AI killed search,” this episode will set the record straight. Search is alive and still the most powerful digital marketing channel when done right. 👉 Subscribe for daily SEO insights, digital marketing strategies, and unfiltered takes on what’s really happening in the world of 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 and Rant Setup 00:23 The Controversial Claim: SEO is Dead 00:37 Analyzing the Data: Traffic and Keywords 01:05 The Blame on AI: A Misrepresentation 02:43 Debunking the Myth: SEO is Alive and Well 03:08 Personal Take and Conclusion 04:03 Final Thoughts and Sign-Off The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #digitalmarketing #seotips #marketingstrategy

E804: Local SEO is changing fast in 2025 - AI Overviews, reviews, hours, link building, service area pages… what actually works right now? Joy Hawkins, founder of Sterling Sky and one of the leading experts in local SEO, joins the podcast! We cover: - How AI Overviews are influencing local rankings - The #1 local SEO mistake most businesses make (and how to fix it) - Reviews, recency, and why “open hours” can make or break your rankings - Multi-location SEO done right (without doorway pages) - Press releases, expired domains, and other link building tests - White-hat vs. shortcuts: what really lasts long term If you run a local business or do SEO for clients, this episode is packed with practical strategies you can put to work immediately. ⭐️ Joy’s Agency - Sterling Sky: www.sterlingsky.ca ⭐️ Joy’s YouTube - https://www.youtube.com/c/SterlingSkyInc ⭐️ Joy’s LinkedIn - https://www.linkedin.com/in/joyhawkins/ ⭐️ Local Search Forum - http://localsearchforum.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 Shared SERPs 00:07 Link Echoes and YouTube SEO 02:18 AI and SEO: Current Trends 02:57 Link Building Strategies 04:19 Internal Links 05:43 Review Recency and Google Business Profile 12:22 Press Releases in 2025 28:25 Local SEO and Multi-location Strategies 34:02 Google's Manual Penalties and Scaled Content Abuse 34:36 Service Area Pages: Hit or Miss? 35:57 Scaling SEO Efforts Proportionally 37:26 Holistic SEO: Beyond Traditional Methods 38:06 Reddit AMAs for SEO Benefits 41:48 White Hat SEO: The Long-Term Approach 42:46 Link Building Mistakes and Effective Tactics 47:17 Guest Posting for Small Businesses 54:27 Expired Domains and Redirects 01:02:54 Local SEO: Common Mistakes and Best Practices The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #seotips #searchengineoptimization #sweatystartup

E803: Google is pursuing AI-generated content hard in its recent Spam Update. I share the dramatic collapse of AInvest, the AI-generated financial news site that rocketed from 275,000 to 9.6 million monthly clicks in just two months - and now has come crashing down. We’ll cover: - How AInvest scaled AI content to dominate Google search - Why the August Spam Update may have triggered their downfall - The risks of mass AI content and Google’s scaled content abuse policy - Key lessons SEOs can take from AInvest’s rise and fall If you’re in SEO or digital marketing, this is THE cautionary tale of 2025: Google is making its stance on unchecked AI content clearer than ever. 💎 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 Rise and Fall of AInvest 01:54 The Downfall: Google's Spam Update 03:43 The Secrets Behind AInvest's Success 08:56 Should You Use AI Generated Content? 11:27 SEO Tips The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #scaledcontentabuse #blackhatseo #searchengineoptimization #digitalmarketing

E802: Jesper Nissen joins the show to break down Entity SEO - what it is, why it works, and how to use entities across on-page “ranking zones” to move up the SERPs. We also explain parasite SEO trends (Claude Artifacts, Reddit, Threads, YouTube, LinkedIn), what Google just patched, and what still works right now. Tons of practical general, local, and even image SEO tricks inside. What you’ll learn - Entity SEO explained: entities vs. keywords, Knowledge Graph, and relevance - The “ranking zones” that matter (URL, Title, H1/H2, image alt, body) - Finding entity gaps with tools (and with ChatGPT) - Parasite SEO in 2025: what’s dead, what’s still ranking - Indexing realities: when paid indexers are OK (and when they’re not) - Local SEO foundation: GBP + the 7 social profiles that feed your entity - Image SEO that actually ranks (IPTC/EXIF, logos, text-on-image, geotags) - Quick wins with about.me / Linktree / Carrd daisy-chaining - Content before links: how to launch a new site the smart way - Social syndication workflows for durable rankings + audience growth ⭐️ Jesper Nissen on 𝕏 - https://x.com/JespernissenSEO ⭐️ Jesper Nissen on Facebook - https://www.facebook.com/jespernissenseo ⭐️ Jesper Nissen on YouTube - https://www.youtube.com/@JesperNissenSEO ⭐️ SchemaWriter - https://schemawriter.ai ⭐️ Jesper’s 103 Backlinks List - https://jespernissen.com/product/103-links-list/ 💎 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 Entity SEO 01:09 Using Tools for Entity SEO 01:36 Ranking Zones and On-Page SEO 05:16 Entity Gap Analysis with ChatGPT 09:01 Parasite SEO Techniques 13:48 Paid Indexing Services 31:20 Local SEO and Link Building 50:00 Optimizing Image Metadata for SEO 51:31 Google Business Profile Strategies 56:48 Content Creation and SEO for New Sites 58:55 Leveraging Social Media and Link Building 01:06:13 Scaling and Automation in SEO 01:07:30 Video Content and Syndication 01:19:08 Using AI for Content Creation 01:26:30 Engagement Strategies on Social Media 01:28:05 Conclusion and Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #entityseo #parasiteseo #searchengineoptimization #digitalmarketing

E801: A massive Parasite SEO attack targeting .gov and .edu sites - including Duke University, Michigan.gov, and CA.gov - is going crazy. Viral research on how attackers hijacked high-authority domains to rank instantly for illicit keywords, pulling in millions of visitors overnight. You’ll learn: - How Parasite SEO exploits vulnerable CMS systems - Why .gov and .edu domains are prime targets - The shocking traffic spikes (20M+ visits in 24 hours) - How to protect high-authority websites from these attacks This is one of the biggest Parasite SEO stories we’ve seen, and it’s a warning for anyone managing large or trusted domains. ⭐️ Massive Parasite SEO Attack Hits .gov & .edu Sites - https://il.ly/blog/parasite-seo-attack-gov-edu ⭐️ Ilias on 𝕏 - https://x.com/illyism/status/1966233243822293021 💎 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 Massive Parasite SEO Attack on .gov and .edu Sites 00:30 Details of the Attack and Affected Domains 01:48 Impact and Scale of the Attack 04:09 How Attackers Exploit Vulnerabilities 05:14 Preventive Measures for High Authority Sites 06:57 Buying Government Initiative Sites The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #parasiteseo #blackhatseo #searchengineoptimization #seotips

E800: Gagan Ghotra joins the show. We break down Google’s 2025 August Spam Update, the meteoric rise and sudden drop of AInvest, and a practical playbook for what actually works in SEO right now. Gagan and I share fresh insights on Google Discover, scaled content abuse, UGC dominance (Reddit/TikTok), image SEO that drives conversions, and why niching down beats going broad. In this episode: - Google’s August Spam Update: winners, losers, and why topical focus wins - AInvest’s surge to 9.6M clicks - and the crash: accident or inevitable? - Scaled content abuse vs “AI content”: what Google actually punishes - Discover strategy: why generalist sites are getting sidelined - UGC’s edge (Reddit/TikTok) and what Google is really rewarding - E-commerce SEO right now: Merchant Center setup, images that convert, CRO - Image SEO that works: contextual alt text, file-name nuance, and layout choices - Press releases, AI Overviews, and shaping brand perception (ethically) - Long-game SEO vs “hit it this month” expectations Action plan (quick hits): - Niche down: build topical depth; avoid “10-topic” generalist sprawl - Fix Google Merchant Center feeds: validate variations, attributes, and availability - Show the product: swap generic hero images for real screenshots/use cases - Alt text that ranks: write context-aware descriptions tied to on-page copy - Measure UX: heatmaps/scroll maps (e.g., Microsoft Clarity) to shape layout - Own UGC: aggregate and structure USEFUL community content on your domain If this helped, drop a comment with your biggest takeaway and share this with a friend who still thinks “more pages = better SEO.” 🙃 Also… this is Episode 800 - 800 days straight. No skips. Thank you for riding with me! ⭐️ 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 00:42 Current SEO Trends and Google Discover 04:10 Impact of AI on SEO 06:51 AI Generated Content and Spam Policies 18:02 User Generated Content and SEO 32:54 SEO Volatility and Business Perspectives 41:40 E-commerce SEO Opportunities 50:38 Innovative Image Optimization Techniques 52:14 Microsoft Clarity for SEO Insights 54:03 Parasite SEO Strategies 57:23 Black Hat SEO Tactics and Risks 01:02:49 The Impact of Google's Helpful Content Update 01:10:12 SEO in the Age of AI and Social Media 01:34:05 Concluding Thoughts and Future Insights The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #generativeengineoptimization  #digitalmarketing

E799: Google just admitted in a recent court filing that the open web is in rapid decline - directly contradicting what its own executives said just months ago. What does this mean for SEO, link building, and authority signals? I break down: - Why fewer blogs and independent publishers are changing Google’s algorithms - How backlinks are evolving (and why they might be more important than ever) - New authority signals Google is leaning on beyond traditional links - Why this shift could actually be good news for savvy SEOs - Practical strategies to future-proof your SEO in a shrinking competitive landscape Whether you’re a marketer, SEO, or business owner, understanding this shift is crucial to staying ahead. ⭐️ New Google Court Doc: Open Web Is In Rapid Decline - https://www.seroundtable.com/google-open-web-is-in-rapid-decline-40068.html ⭐️ State of Search Q2 2025: Behaviors, Trends, and Clicks Across the US & Europe - 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: The State of Web Publishing 00:09 Google's Contradictory Statements on the Open Web 00:22 Implications for SEO and Link Building 00:55 The Decline of the Open Web 01:16 Closed Ecosystems vs. Open Web 02:01 Google's Algorithm Adjustments 02:12 New Authority Signals in SEO 03:34 Holistic Marketing Strategies 04:21 SEO in a Changing Landscape 04:49 Opportunities for SEOs in the AI Era 06:02 Conclusion and Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #linkbuilding #seotips #marketingnews

E798: AI SEO is not the same as “normal” SEO. The legend, Steve Toth, joins the podcast to explain how brands can win on LLMs like ChatGPT, Perplexity, and AI Overviews by focusing on brand-first SEO instead of simply chasing non-branded keywords. We break down: - What the Truth Alignment Framework is and why it matters - How to optimize so ChatGPT actually recommends your brand - Comparison pages that LLMs love (and how to niche them down) - The press release hack influencing AI results - Linkable assets, Claude artifacts & Custom GPT strategies that work - Why branded SEO = stronger rankings everywhere If you’re serious about ranking in both Google and AI search, this episode is a playbook you can’t miss. ⭐️ Steve’s AI Info Page Generator - https://seonotebook.notion.site/Creating-an-AI-Info-Page-2238c368519180de8337cc1229a83946 ⭐️ Steve’s Linkable Asset Generator - https://seonotebook.notion.site/Link-Magnet-GPT-Bot-linkable-asset-generator-4740bcf1098747af8aab6fc855aca46a ⭐️ Steve’s AI SEO strategies newsletter - https://ainotebook.com ⭐️ Steve’s SEO strategies newsletter - https://seonotebook.com ⭐️ Steve’s agency - https://notebook.agency ⭐️ SEO IRL Conference (Toronto, Oct 2025) - https://seoirl.com ⭐️ Connect with Steve on LinkedIn - https://www.linkedin.com/in/stevetothjr/ 💎 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 AI SEO 00:42 Truth Alignment Framework 03:18 Optimizing for Brand Keywords 03:47 Challenges and Misconceptions in AI SEO 04:49 Importance of Brand Awareness 07:47 Creating Effective Content for LLMs 16:32 Leveraging Press Releases for AI SEO 18:07 Notebook Agency's AI Strategy 22:24 SEO Fundamentals and Great Marketing 29:33 Understanding the Million Pixel Concept 30:19 Teaching Creativity and Marketing to the Next Generation 30:51 Insights on Domain Authority and SEO Strategies 32:53 Innovative Tools for Link Building 34:54 Creating Viral Linkable Assets 36:43 Exploring GPTs and SEO Tactics 44:22 Advanced SEO Techniques and Case Studies 53:26 Concluding Thoughts and Future Events The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #searchengineoptimization #growthhacking #marketingstrategy

E797: Do domains and top-level domains (TLDs) actually impact your SEO? We answer a real Reddit question about whether using a .com, .xyz, or even a hyphenated domain makes a difference in search rankings. For once, Google gave a clear answer - straight from John Mueller, the public face of Google Search. We’ll break down what he said, why certain TLDs are considered “spammy,” and whether switching domains (or using dashes) could actually help your long-term SEO. You’ll learn: - How Google treats different TLDs like .com, .xyz, .club, etc. - Why cheap/spammy TLDs can hurt crawling, indexing, and backlinks - Whether hyphenated domains are better than exotic TLDs - When it makes sense to migrate your site to a new domain If you’re serious about SEO for the long run, this episode will help you make smarter domain choices and avoid common pitfalls. ⭐️ Do domains/TLDs really matter? - https://www.reddit.com/r/SEO/comments/1n9g98j/do_domainstlds_really_matter/ 💎 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 Do Domains and TLDs Matter in SEO? 02:11 Google's Concrete Answer: Insights from John Mueller 03:44 Breaking Down Google's Advice on TLDs 04:30 Personal Experience: Challenges with Non-Traditional TLDs 05:43 John Mueller's Final Recommendations 08:45 Practical Steps: Migrating to a Better Domain 10:29 Conclusion: Long-Term SEO Strategies The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seotips #digitalmarketing #marketingstrategy

E796: What’s the “secret algorithm” for growing on 𝕏, Instagram, TikTok, YouTube - and even on Google? I break down Nikita Bier’s viral advice on how to become the go-to authority in your niche by sharing short, useful insights consistently. Whether you’re building an audience on social media or trying to rank your website with SEO, the principle is the same: short daily focused content can transform your authority and visibility. You’ll learn: - How to use daily (or 3x weekly) posts to build topical authority - Why backlinks matter less than you think for SEO - The simple cycle that connects social media growth and search rankings - How to turn insights into content that attracts leads, revenue, and followers If you’ve been struggling with SEO, content marketing, or just figuring out how to grow on any platform - this is the strategy you need to hear. ⭐️ Nikita Bier: If you want to get rich on 𝕏 - https://x.com/nikitabier/status/1963498520805007470 ⭐️ Nikita Bier: Maybe you guys should post useful information - https://x.com/nikitabier/status/1963704036353536299 ⭐️ What I would do if I was learning SEO today - https://www.youtube.com/watch?v=IJ4QCmyGZeA ⭐️ Rand Fishkin on SEO, AI Overviews, and the Future of Content Marketing - https://www.youtube.com/watch?v=5JQvdLYvGZI 💎 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: Building Topical Authority 00:12 Nikita Bier’s Strategy for Success on 𝕏 01:03 Applying the Strategy to SEO and Social Media 01:19 Daily Posting and Its Impact on SEO 02:22 The Power of Topical Authority and Social Media 04:31 Combining SEO with Bottom of Funnel Keywords 07:03 Creating and Leveraging Linkable Assets 07:55 The Ultimate Topical Authority Strategy 09:32 Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #socialmediamarketing #digitalmarketing #growthhacking