Google's May Core Update Isn't Done: What June SERP Volatility Means for SEO

E1075: Google's May Core Update may be officially over, but many SEOs and site owners are still seeing major ranking volatility in June. We break down what people are reporting across the search results, why the update may still feel active, and what types of sites and pages appear to be gaining or losing visibility. We cover the ongoing chatter around traffic drops, sudden ranking swings, e-commerce changes, YMYL volatility, and the broader shift away from generic or aggregated content. Topics covered in this episode: - Why SEOs are still seeing volatility after the May Core Update - What site owners are reporting about June ranking changes - Why aggregated and derivative content may be losing visibility - How firsthand experience and original references are being rewarded - Why some forums and Q&A sites may be seeing pullbacks - What is happening with local domains in markets like the UK - Why YMYL niches such as gambling, finance, and health often see sharper movement - How Google may be refining intent for high-risk queries - Why unique media and custom images can help pages better satisfy search intent - Why templated SEO content can become a risk - What to focus on during volatility instead of guessing The main takeaway: if you are creating searcher-first content, adding original information, building real authority, and making pages that directly satisfy intent, you are much more likely to stay stable through algorithm updates. Through the volatility, keep focusing on: - Original content - Firsthand experience - Strong topical relevance - Better search intent matching - Useful media - Brand mentions - Natural backlinks - Branded searches - Pages that are genuinely worth referencing ⭐️ Google Search Ranking Volatility This Week: June 8-12 - https://www.seroundtable.com/google-search-ranking-volatility-mid-june-41496.html ⭐️ Aleyda Solis's breakdown - https://www.aleydasolis.com/en/ai-search/google-may-2026-core-update-analysis-intent-market-fit-and-source-type-drove-the-biggest-visibility-shifts/ ⭐️ Google Search Central Non-Commodity Content - https://developers.google.com/search/docs/fundamentals/ai-optimization-guide ⭐️ Gagan Ghotra's post - https://x.com/gaganghotra_/status/2060942457039458439 ⭐️ Glenn Gabe's post - https://x.com/glenngabe/status/2061031181034905610 💎 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 May Update Still Shaking 00:23 Volatility Reports Roundup 01:49 Why This Update Feels Huge 02:24 Deprioritized Content Patterns 03:26 Forums And Aggregators Shift 04:42 Local Domains Winning 05:15 YMYL Intent Volatility 06:20 Search Intent Checklist 06:47 What Google Rewards Now 07:15 Unique Media And UX Signals 08:02 Avoid Templated SEO Pages 08:38 Stay Calm and Build Authority 09:41 Sign Off The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #googlealgorithmupdate #searchmarketing

E1074: Blogging is not dead. Bad blogging is. I break down how people are still making money from blogs in 2026, why so many "SEO is dead" takes are coming from people who never won with SEO in the first place, and what works now if you want to build a niche site that gets traffic and makes money. I start with a Reddit post from someone who ignored the usual advice that blogging is dead, kept going, and eventually started earning from an affiliate site. From there, I go into the bigger picture of what separates blogs that fail from blogs that keep growing. A lot of sites were hit hard by Google's helpful content update. Some deserved it. Some had thin content, obvious keyword patterns, weak branding, poor user signals, and unnatural backlink profiles. But some sites came back stronger by building more like real brands. I talk about HouseFresh as an example of a site that was crushed by the update, then rebuilt its Google traffic far beyond where it was before. I also cover why AdSense is usually a weak way to monetize a blog, why affiliate SEO can be much better, and why creating your own product for your niche can be even stronger than affiliate income. Topics covered: - Why blogging still works when you treat it seriously - Why many "SEO is dead" takes are not worth listening to - How long it can take to make money from a new affiliate blog - Affiliate income vs. Google AdSense - Why niche selection matters for SEO - Examples of niches that can work for affiliate SEO - What happened to many blogs after Google's helpful content update - Why HouseFresh recovered after losing almost all of its Google traffic - How brand mentions, branded searches, and natural backlinks help - Why templated content and repeated keyword patterns are risky - How to build topical authority in a tight niche - Why search intent matters more than word count - How internal links from ranking pages can help other pages rank - Why you should avoid relying only on "best X for Y" listicles - What non-commodity content is and why Google wants more of it - How to use People Also Ask questions for top-of-funnel SEO - Why affiliate blogs should eventually think about their own products - How high-intent SEO landing pages can turn searchers into customers - Why long-term consistency matters more than chasing shortcuts The main idea is simple: a blog can still work, but it has to be useful, focused, and built with patience. You need to pick a tight niche, answer real search intent, create pages people trust, build authority naturally, and eventually move beyond just publishing informational posts. ⭐️ The Reddit Post - https://www.reddit.com/r/Blogging/comments/1txebhp/i_started_making_money_blogging_when_i_stopped/ ⭐️ Pieter Levels' take on AdSense - https://x.com/levelsio/status/2035912856445624668 ⭐️ People Also Asked trick breakdown - https://edwardsturm.com/articles/people-also-ask-seo-traffic-authority-sales/ ⭐️ Ep 832 - From 1,000 to 200,000 Clicks: The INSANE SEO Comeback of HouseFresh.com - https://www.youtube.com/watch?v=QewNJ2AgQxM ⭐️ Ep 989 - Google's Helpful Content Update DESTROYED the Internet (What Actually Happened) - https://www.youtube.com/watch?v=3YLUFjYrIEA ⭐️ Ep 1028 - Google's New SEO Reality: Why 'Non-Commodity' Content Is Taking Over - https://www.youtube.com/watch?v=3L6aNSpm59U ⭐️ Ep 1050 - The Death of Clicks? Rand Fishkin on Brand, AI & the Future of Marketing - https://www.youtube.com/watch?v=f7fZyN1nn-U 💎 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 Blogging Isn't Dead 00:39 Calling Out SEO Doom 01:53 Helpful Content Update Fallout 02:47 HouseFresh SEO Comeback 03:52 Affiliate Blogging Basics 05:55 Niches That Still Win 06:19 Top of Funnel SEO Playbook 08:04 Non-Commodity Content 08:34 Links, Mentions, Brands 09:24 People Also Ask Pages 10:34 Build Your Own Product 11:50 Diversify and Dominate 13:38 Over and Out The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #blogging #searchengineoptimization #blogseo #nicheblogs

E1073: Most small business owners know they should care about SEO, but they often misunderstand what moves the needle. I'm joined by Mariah Magazine to break down what small business owners get wrong about SEO, why keyword research is more than just picking phrases with search volume, and how business owners can use search data to make better decisions about their websites, offers, and content. Mariah shares how she got started in SEO after leaving school, what she learned working in a small agency in Buffalo, and why she now focuses on making SEO understandable for small business owners who are not technical marketers. We also talk about one of her favorite SEO stories: a candle company that used keyword research to discover demand for mini candles and made sales before the product was even added to the website. Topics covered: - Why many small business owners think SEO is more complicated than it is - How keyword research can validate demand before you invest in a product or page - The difference between SEO keywords and brand messaging - Why "nobody is searching for what I do" usually means the keyword research is too narrow - How Mariah thinks about commercial and transactional keywords - Why business owners should look at the actual Google results before choosing a keyword - How to think about keyword difficulty, domain authority, and topic authority - Why search competitors are not always the same as business competitors - Mariah's basic keyword research process using competitor analysis, Semrush, and SERP research - Why many service businesses need separate pages for separate services - What makes a website more useful for cold traffic from Google and AI search - Why About pages, Contact pages, service pages, FAQs, testimonials, and trust signals matter - Why filling out image alt text is not a complete SEO strategy - How PR and journalist relationships can support SEO through links and referral traffic - Why Mariah prefers using AI to repurpose existing content rather than write from scratch - How consultants and agency owners can get clients through referrals, communities, and helpful content This conversation is especially useful for small business owners, consultants, freelancers, service providers, and agency owners who want SEO to feel less confusing and more connected to real business outcomes. ⭐️ Mariah Magazine's website - https://www.mariahmagazine.com/ ⭐️ Mariah Magazine on YouTube - https://www.youtube.com/c/MariahMagazine ⭐️ Mariah Magazine on LinkedIn - https://www.linkedin.com/in/mariahmagazine/ ⭐️ Mariah Magazine on Instagram - https://www.instagram.com/mariahmagazineco/ ⭐️ Mariah Magazine on Threads - https://www.threads.com/@mariahmagazineco 💎 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 Meet Mariah 00:10 Quitting College for SEO 01:52 Validating Demand With Search Volume 05:20 Foundations Over Rankings 09:58 Teaching SEO Basics 11:38 Nobody Searches Myth 13:37 Purchase Intent Focus 17:25 Competitor Rabbit Holes 19:19 Keyword Difficulty Nuance 24:10 PR Link Building 30:31 SEO Meets AI 32:04 Website Essentials Checklist 36:29 CMS Choices and Pitfalls 37:20 Best Website Builders 38:00 Platforms To Avoid 38:19 SEO Package Basics 38:38 Keyword Mapping Wins 39:03 On Page Keyword Placement 41:34 Getting Client Buy In 43:54 First Clients Referrals 44:57 Networking Event Strategy 47:28 Online Communities Referrals 52:48 Pay To Be In Rooms 54:45 YouTube As Funnel 56:17 AI Content Caution 01:05:11 Alt Text Myth 01:07:23 Creative Client SEO 01:07:49 Wrap Up And Where To Find The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #smallbusinessseo #beginnerseo #searchengineoptimization #seo

E1072: Breaking down the most common CRO and SEO advice shared by entrepreneurs and marketers, and explaining why nearly all of it comes back to one principle: matching search intent. The discussion comes from a popular entrepreneur community thread where dozens of business owners share the tactics that consistently improve both rankings and conversions. Despite different backgrounds and industries, the overwhelming consensus is that pages perform best when they perfectly match what the searcher is trying to accomplish. Topics covered: - Why matching search intent is the foundation of both SEO and conversion rate optimization - How a clear headline can dramatically improve engagement and conversions - Examples of stronger H1 headlines for local businesses, SaaS companies, and ecommerce stores - The difference between informational intent and commercial intent - Why combining multiple intents on a single page often hurts performance - How to structure separate pages for research-focused and purchase-focused searches - Internal linking strategies that move users naturally toward conversion - Why visitors should get the answer immediately instead of scrolling through long introductions - The role of above-the-fold content in keeping visitors engaged - How to reduce friction and make conversion paths easier to follow - Where to place calls to action for maximum effectiveness - Why too many buttons, links, and options can reduce conversions - The importance of social proof placement - How Microsoft Clarity can reveal user behavior that analytics tools often miss - Common mistakes businesses make when building SEO landing pages - A practical framework for creating pages that satisfy both users and search engines I also share a simple formula for matching intent on any SEO page, including: - Where to place your target keyword - How quickly to answer the searcher's question - What content should appear above the fold - When to use images versus videos - How to structure calls to action based on intent - How to decide whether a query deserves an article or a conversion-focused landing page ⭐️ The Reddit Thread - https://www.reddit.com/r/Entrepreneur/comments/1t03mxq/comment/opcm1qx/ ⭐️ How I Took a Landing Page From $1,000/Month to $25,000/Month Without More Traffic - https://edwardsturm.com/articles/landing-page-conversion-checklist/ ⭐️ Ep 1051 - Most SEO Copywriting Is Killing Your Rankings (And Costing You Sales) - https://www.youtube.com/watch?v=owYbNfATBhM 💎 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 Match Search Intent 00:39 Clear Headlines Win 01:09 Landing Page Case Study 01:43 H1 Examples That Convert 02:42 Segment Traffic By Intent 03:01 Split Info vs Commercial Pages 04:11 Give Answers Fast 05:22 Use Microsoft Clarity And Recordings 06:00 Remove Friction Above Fold 07:15 Internal Links Next Step 08:02 Social Proof Placement 09:03 Intent Repetition Matters 11:14 Quick Intent Matching Formula 14:48 Outro And Episode Wrap The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #onpageseo #conversionrateoptimization

E1071: How does ChatGPT choose which brands to cite, and how much of that comes from Google's existing search ecosystem? Zachary Long (Modern Humans AI) and SEO veteran David Quaid join the show for a clear, side-by-side conversation about "GEO vs SEO" and what influences visibility inside AI-generated answers and recommendations. Along the way, they discuss how AI tools gather sources, what "real-time search" really means, and why many businesses are uncertain about whether AI is "indexing the internet" or borrowing from the systems that already do. You'll hear two competing models: - One view: AI is becoming the front-line "recommender," so brands need more helpful, topic-focused content that AI can pull into answers. - The other view: AI systems still rely heavily on traditional search engines and their indexes, so if you're not discoverable in Google, you're not reliably discoverable in AI either. Key topics covered - GEO vs SEO: are these actually different "games," or mostly the same fundamentals under a new label? - How AI assistants assemble recommendations (and why the list can change from person to person) - What "real-time search" means inside ChatGPT-style tools (and what it doesn't mean) - Why Google's index matters when AI tools fetch sources for answers - Local search realities: proximity, reviews, and why "best near me" behaves differently than long conversational prompts - Content strategy for expert businesses: answering specific questions, building topical coverage, and being cited in AI summaries - The disagreement around "AI crawls and stores the whole web" vs "AI retrieves from search engines" - Scaled content: what it is, why it's risky, and how it intersects with AI-generated publishing Practical takeaways for business owners - If you want to show up in AI answers, you need clear, specific content that matches the questions people actually ask. - If AI tools are pulling sources from search engines, then basic SEO and discoverability still matter. - For local businesses, proximity and your business listing presence often decide who gets surfaced first. - Publishing more content is not automatically better; the goal is coverage that is genuinely useful and distinct. ⭐️ Modern Humans AI - https://www.modernhumans.ai/ ⭐️ Zachary Long on LinkedIn - https://www.linkedin.com/in/zacklongofficial/ ⭐️ David Quaid on 𝕏 - https://x.com/DavidGQuaid ⭐️ David Quaid on LinkedIn - https://www.linkedin.com/in/davidquaid/ ⭐️ David Quaid's agency - https://primaryposition.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 Geo vs SEO Explained 01:46 AI Search Is Dynamic 04:02 Where Recommendations Come From 05:08 Business Listings and Content Tiers 07:14 Useful Content for AI Answers 08:42 How LLMs Actually Work 12:28 Freshness and Google Data Moats 15:51 Social Signals and Reviews Debate 24:52 Real Time Search Clarified 28:25 SEO Still Powers AI Results 30:31 Critical Thinking and Terminology 32:11 AI Findability Basics 33:21 Google AI Overview Example 34:59 SEO Versus AI Discovery 38:36 Expert Content Signals 41:29 Structure Humans and Bots 43:16 How LLMs Process Text 45:39 Future of AI Search 48:54 Modern Humans AI Platform 53:07 Scaled Content Penalties 57:37 Wrap Up and Links The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #generativeengineoptimization #answerengineoptimization #searchengineoptimization #digitalmarketing

E1070: Breaking down the most extensive LocalBusiness schema test ever run - what it proves, what it doesn't, and why the results matter for local SEO and how businesses show up in ChatGPT. Jake Hundley joins Edward Sturm and David Quaid to walk through a controlled schema experiment designed to answer a simple question: does LocalBusiness schema move the needle? The study tested performance across Google Maps, Google mobile, major search engines, and multiple LLMs. The headline result: LocalBusiness schema did not improve rankings in Google Maps or traditional search - but it showed a measurable impact in ChatGPT. Key findings from the study - LocalBusiness schema did not improve rankings in Google Maps or Google mobile results - LocalBusiness schema did not improve performance in traditional search engines tested (Google/Bing/Yahoo discussed) - No measurable impact in Gemini and Grok in this test setup - Measurable improvement in ChatGPT visibility and position in results, reported with 90%+ confidence - Reported lift included improved position in ChatGPT's recommended list and higher "share of voice" across the grid-based testing What the study did differently than most "we analyzed millions of pages" posts - Used a test group and a control group to reduce the chance that algorithm updates explain the outcome - Ran a defined control period and test period, with steps to confirm crawling/indexing before measuring outcomes - Documented methodology in detail and pre-reviewed it with multiple industry experts - Focused specifically on LocalBusiness schema (non–rich snippet generating), not every schema type What this does not prove - It does not claim schema is a ranking factor for Google Maps or organic search - It does not explain why ChatGPT appears to respond to schema in this case - It does not prove results will generalize to all schema types, industries, or rich-result markup - It does not suggest schema alone will make a business show up in ChatGPT if other signals are weak Discussion topics in the episode - Why LocalBusiness schema has long been assumed to help, and what the data shows instead - The difference between correlation studies and controlled tests - The "positions in LLMs" debate and how the study defines and measures placement - Why relying on any single tactic (schema included) is risky without validation - Practical guidance: when schema is easy to add, when it's oversold, and how to treat it like a minor technical baseline rather than a strategy ⭐️ Does Schema Markup Affect Rank and AI Recommendations? - https://evergrowmarketing.com/how-schema-affects-google-and-ai/ ⭐️ Jake's Agency Discord - https://discord.gg/uvHRRRFVRD ⭐️ Jake's Podcast - The Agency Growth Podcast: https://everbrospodcast.com/ ⭐️ r/agency Subreddit - https://www.reddit.com/r/agency/ ⭐️ Jake Hundley on Facebook - https://www.facebook.com/jake.hundley.1 ⭐️ Jake Hundley on LinkedIn - https://www.linkedin.com/in/jake-hundley/ ⭐️ Jake Hundley's agency - https://evergrowmarketing.com/ ⭐️ David Quaid on 𝕏 - https://x.com/DavidGQuaid ⭐️ David Quaid on LinkedIn - https://www.linkedin.com/in/davidquaid/ ⭐️ David Quaid's agency - https://primaryposition.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 Introductions and Setup 00:45 Why Test Schema 01:31 Methodology and Review 02:33 Key Findings Overview 03:48 ChatGPT Impact Explained 06:35 Why Schema Might Help LLMs 08:06 Skepticism and Control 10:53 SEO Myths and GEO Hype 17:02 Criticisms and Rebuttals 21:34 Entity Resolution Debate 24:49 Is Schema Worth It 29:22 Why Meta Descriptions Fade 30:11 No Schema SERP Proof 32:40 SEO Tribal Mindsets 34:01 Why Schema Boosted Citations 36:30 ChatGPT Map Testing 40:32 Stats Confidence Thresholds 41:26 Will Users Bounce Back 43:39 Selling Schema Ethically 46:16 Local SEO Without Links 49:09 Backlinks Versus Relevance 52:34 Correlation Not Causation 55:38 Study Takeaways 56:30 Final Thanks And Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #localsearchengineoptimization #schemaseo #seo

E1069: Search interest in SEO just hit a new all-time high. For more than a decade, people have said SEO is dying. Every algorithm update. Every new platform. Every new shift in traffic. The narrative repeats. But the data tells a different story. I break down why search engine optimization is at its highest recorded interest level, what changed over the past 24 months, and why the AEO panic is now turning into regret for many companies. We look at what actually happened when businesses: - Fired their SEO teams - Shifted entirely into "answer engine optimization" - Chased short-term AI visibility - Abandoned their core search foundations Now many of them are realizing something important: AEO is not a replacement for SEO. It is built on top of it. In this episode: - The Google Trends data showing SEO at a new all-time high - Why generative engine optimization and answer engine optimization are not replacing SEO - How companies overcorrected when traffic dipped - Why losing search traffic also hurts AI visibility - How ChatGPT actually searches the web when answering questions - How to see the exact queries AI models use - Why new founders and creators are driving more demand for SEO - How AI is bringing new, non-technical people into online business - Google's official documentation confirming SEO still matters for AI search - What the "regret phase" looks like for companies that dismantled their SEO foundation I also explain why ranking in AI systems requires understanding: - Search intent - Relevance - Authority - Language alignment If you want your brand recommended by AI tools, you need to understand how search works. SEO is not dead. The businesses that understand even just its fundamentals are benefiting greatly. ⭐️ AEO regret - https://x.com/5le/status/2041536429549887517?s=46 ⭐️ Ep 1047 - Google Says GEO Doesn't Exist… Here's What They're Not Telling You - https://www.youtube.com/watch?v=7KxY5Z9tFCo ⭐️ Google directly saying GEO/AEO is just SEO - https://developers.google.com/search/docs/fundamentals/ai-optimization-guide ⭐️ Spencer Heckathorn's comment - https://x.com/mrhobbeys/status/2063625889577914502 ⭐️ Glenn Gabe's comment - https://x.com/glenngabe/status/2063239072739369457 ⭐️ Last year's "Interest in SEO Just Hit an All-Time High (And I'm Shocked)" - https://www.youtube.com/watch?v=6nlVG05vcjY 🚀 Edward's SEO Articles - https://freeseoknowledge.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 SEO Is Dead Myth 00:16 Google Trends Spike Revealed 01:14 SEO vs GEO Comparison 02:55 The AEO Panic Regret 04:43 ChatGPT Search Query Hack 06:24 Easier Than Ever to Build 07:05 Spencer's LLM Theory 08:41 Anonymous SEO Success 09:57 Google Fights GEO Disinformation 13:58 Closing Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #generativeengineoptimization #answerengineoptimization

E1068: Breaking down a real-world ecommerce SEO test that answers a common question: if you have multiple product variations (size, color, quantity), is there anything "special" you should do? The test looked at a simple canonical tag change and found a clear lift on variation pages, without hurting the main product pages. What you'll learn - How canonical tags affect indexing and rankings when product pages are very similar - A tested approach for handling product variation URLs, including parameter-based variants - What changed in the experiment, and why it likely helped Google crawl and index variant pages more consistently - The measured results and what they mean in plain terms - When this approach may or may not apply to your site The experiment setup - Many ecommerce sites have one main product URL and separate variation URLs - Example main URL: /products/metal-water-bottle - Example variation URLs: ?size=32oz, ?color=black - Before the test, the main product page canonical was self-referential - Before the test, each variation page canonical was also self-referential - The issue: variation pages were not indexing consistently and weren't getting the traffic expected - The change tested: the main product page canonical was updated to point to one primary variation (often the most popular) - The variation pages stayed self-referential Results - Main product pages: no negative impact (overall inconclusive) - Variation pages: positive result - Best estimate: 22% uplift in organic traffic to variation pages - Net effect: positive enough that the change was deployed more broadly Practical takeaways - Don't assume the generic "main" product page is always the best page for Google to rank - Specific variation pages can match what people actually search for (size, color, material, model, quantity, use case) - If searchers use modifiers, pages that directly represent those modifiers often deserve a clearer path to being indexed and ranked A reasonable way to test this on your site - Choose a product category where modifiers matter (size, color, material, model) - Identify one primary variation you're comfortable treating as the canonical target - Update the canonical on the main product page to point to that primary variation - Keep variation pages self-referential unless you have a clear reason not to - Track indexing consistency for variant URLs - Track organic sessions to variant pages - Track rankings for modifier queries - Track conversions and revenue, not just traffic Notes and limitations - This won't fit every ecommerce setup - Results depend on how many variants you have per product - Internal linking structure can change the outcome - Product lifecycle and catalog churn matter - Platform behavior (how variants are generated and rendered) matters ⭐️ The test - https://www.searchpilot.com/resources/case-studies/canonicalising-to-product-variation-pages 💎 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 SEO Variations Question 00:38 SearchPilot Test Setup 01:38 Canonicals Explained 02:27 Water Bottle URL Example 03:13 New Canonical Strategy 04:22 Results 22% Uplift 05:10 Revenue Impact Math 06:19 Bigger SEO Lesson 07:03 Does Rank and Rent Still Work 09:25 Wrap Up and Thanks The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #ecommerceseo #searchengineoptimization #technicalseo #seo

E1067: Most e-commerce founders believe they need more traffic. In reality, most stores already have enough qualified visitors. They just fail to convert them. In this episode, I sit down with David Schomer - former CPA, Amazon seller, founder, and now CEO of Build Grow Scale - to break down why most e-commerce sites waste organic and paid traffic, and what actually increases revenue. We go deep into conversion rate optimization, SEO strategy in the AI era, Amazon data advantages, and the practical changes that move the needle. If you run a Shopify store, sell on Amazon, or are building any online brand, this episode will help you rethink where your growth is really coming from. What we cover: - Why "more traffic" is often the wrong goal - The simple homepage mistake that costs sales - Why putting your phone number at the top of your site builds trust - How to reduce buyer risk and increase conversions - Using customer service emails to improve product pages - Why FAQs and sizing charts matter more than most founders realize - How Amazon PPC data can improve your Shopify SEO - The return of the blog and when top-of-funnel content actually works - Bottom-of-funnel SEO and targeting high buyer intent searches - How AI tools like Claude are changing how founders analyze data - Finding wasted SaaS spend inside your own P&L - Why mobile optimization is still a major issue in 2026 - What e-commerce brands should steal from Amazon reviews - The 30-minute audit any founder can do today to improve conversions David also shares: - How he built and sold Amazon brands - What separates profitable stores from struggling ones - How to think about cross-sells and upsells strategically - What he's seeing with AI-driven search and new ad platforms This is a tactical episode focused on practical improvements. If you are serious about building a profitable e-commerce business, watch this all the way through. ⭐️ Build Grow Scale website - https://buildgrowscale.com/ ⭐️ David Schomer on LinkedIn - https://www.linkedin.com/in/david-schomer-b08a0a41/ ⭐️ Build Grow Scale on YouTube - https://www.youtube.com/buildgrowscale ⭐️ Build Grow Scale on Facebook - https://www.facebook.com/BuildGrowScaleEcommEducation ⭐️ Firing the Man podcast - https://firingtheman.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 Meet David Schomer 00:36 From Finance to Ecommerce 03:26 Amazon First Success 05:26 Stop Wasting Traffic 06:38 FAQs That Reduce Risk 07:25 AI Mining Support Emails 09:00 Claude Connections Workflow 10:52 QuickBooks Cost Cutting 15:39 Website Trust Basics 17:32 Upsells and AOV Growth 19:47 Amazon Data for SEO 21:34 Blog SEO Makes Comeback 24:36 Answer Questions Like Sales 26:31 AI Search Conversion Path 28:47 ChatGPT Buyer Journey 29:45 Blog SEO Comeback 30:36 Complex Products Need Content 34:17 Bottom of Funnel SEO Focus 38:38 Buyer Intent Keywords 41:13 Paid vs Organic Balance 46:16 Evergreen SEO Value 47:39 CRO Mobile Pitfalls 51:58 ChatGPT Ads Testing 55:06 Amazon Reviews Playbook 57:29 30 Minute Fixes 58:48 Wrap Up And Links The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #ecommerceseo #searchengineoptimization #digitalmarketing #dropshipping

E1066: Breaking down exactly how Jotform built an SEO engine that consistently drives traffic, rankings, and high-intent users - and what you can apply to your own business. Jotform is getting a whopping 2.7 million clicks per month from Google. We're looking at real numbers, real pages, and real strategy. Jotform has: - 92/100 domain authority - 21.2 million backlinks - 108,000 ranking keywords - 35,000 keywords in positions 1-3 - 2.1 million non-branded clicks per month But the numbers aren't the real lesson. The real lesson is how they structure their site and how they turn product pages into SEO assets. What you'll learn: - Why template pages outperform blog posts for high-intent keywords - How Jotform ranks for terms like "pay stub template," "contract template," and "AI quiz generator" - How they use subfolders like /pdf-templates/, /form-templates/, and /ai/ to scale - Why internal linking from linkable assets strengthens the entire domain - How they protect branded traffic by bidding on their own keywords - Why pruning blog content can increase traffic instead of hurting it - The rise of self-promotional listicles and the risks involved - Why informational traffic spikes can become dangerous if topical authority stretches too far One of the biggest takeaways: Stop trying to rank blog posts for keywords that require a product. If someone searches "pay stub template," they don't want a 2,000-word article. They want the template immediately. Jotform gives it to them above the fold. That is why they win. We also discuss: - How their AI subfolder is rapidly gaining traction - How competitors try to intercept branded searches like "Jotform pricing" - Why some companies see traffic spikes from aggressive listicles - and then collapse - What happened to companies that overextended their topical authority This episode is about long-term SEO strategy. Jotform has been consistent for years. Their backlink profile, their structure, and their product-first SEO approach show what is possible when you commit to the long game. If you want to build SEO assets instead of publishing blog fluff, this breakdown will give you ideas you can apply immediately. ⭐️ Jotform - https://www.jotform.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 Why Jotform Wins SEO 00:46 Authority and Traffic Stats 02:17 Template Pages as SEO Assets 02:54 Pay Stub Template Breakdown 04:07 Product Pages Not Blog Posts 04:57 More SEO Subfolders and AI 05:58 Defending Branded Keywords 07:04 Blog Growth and Pruning 08:02 Self Promotional Listicles Risk 11:11 Informational Keywords Spike 12:20 Wrap Up and Next Steps The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #growthhacking #saasmarketing