The Edward Show – Détails, épisodes et analyse

E852: He built an AI SEO startup, and then shut it down after realizing the brutal truth about what actually builds visibility in LLMs.

We break down that realization, why "Generative Engine Optimization" doesn't exist as a separate strategy, AND how one local business used traditional brand-building principles to hit $3.4 million in monthly sales.

This episode connects two stories: one about shutting down a company built on hype, and another about a business scaling through fundamentals. If you care about SEO, brand strategy, or digital marketing heading into 2026, this is a must-listen.

What you'll learn:
- The realization that made one founder close his AI SEO startup.
- Why "Generative Engine Optimization" is just good SEO repackaged.
- What actually drives AI and search visibility today.
- How a plumbing company reached $3.4M in a single month by focusing on local SEO and brand awareness.
- The method behind dominating specific neighborhoods and zip codes.
- Why branded searches are the most powerful (and overlooked) SEO signal.
- The review strategy that fuels Google visibility and conversions.
- How real photos, videos, and customer stories outperform stock visuals.
- Why the strongest brands feel human, relatable, and consistent.

⭐️ The LinkedIn post - https://www.linkedin.com/posts/benjaminhouy_im-shutting-down-lorelight-here-is-why-activity-7386312534091341824-4l-t/
⭐️ Aizik Zimerman - https://x.com/AizikZimerman
⭐️ Glen Allsopp's share - https://x.com/ViperChill/status/1983533551212519435

💎 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 Episode Overview
00:58 SEO Realization That Closed a Business
04:24 Aizik Zimerman's Record-Breaking Sales Month
05:04 Effective Local Marketing Strategies
07:17 Google Reviews
09:51 Rebranding for Success
12:19 Wrapping up This Episode of the Best Digital Marketing Podcast of All Time

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#generativeengineoptimization #localseo #searchengineoptimization #digitalmarketing

E851: Ever wonder why some people never shut up about SEO?

I break down the real reason I'm obsessed with search engine optimization - not just for the traffic or rankings, but because it's the most satisfying, long-term marketing channel there is.

SEO lets you reach people who already want what you sell, build assets that compound for years, and create something that keeps bringing in customers long after you hit publish.

If you've ever felt burnt out or uninspired with SEO, this episode will remind you why it's worth it.

What's inside:
- Why SEO lets you reach people who are ready to buy
- How backlinks and branding naturally build authority
- The beauty of structured, organized websites
- How SEO compounds and stays evergreen for years
- Why SEO gets you into flow state like no other marketing work
- The thrill of watching rankings rise week after week
- How great marketing and SEO feed each other

If you've lost motivation or need a reminder of why SEO is special, this episode will fire you back up.

💎 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: Why I Love SEO
00:24 Finding Your Target Audience
00:40 Building Authority Through SEO
01:21 Getting Backlinks
03:24 Organizing for SEO
04:52 Evergreen Nature of SEO
06:16 Achieving Flow State
09:07 Combining Skills
10:33 The Excitement of Results
11:27 Final Thoughts

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #marketingstrategy #digitalmarketing #marketing

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

E752: Everyone's talking about "AI SEO." But is it actually different from traditional SEO - or just marketing hype?

We dig into brand-new experiments that could change how you think about AI, ChatGPT, and search.

Here's what you'll discover in this episode:
- Two surprising SEO experiments revealing how AI like ChatGPT surfaces answers
- What leading experts Abhishek Iyer and Aleyda Solis uncovered about AI and search
- The real differences (and overlap) between AI SEO and traditional SEO strategies
- How Google's AI Overviews are changing what users see - and how you can influence them
- Why "AI SEO specialists" are popping up everywhere - and whether you actually need one
- A low-cost strategy to get your brand quoted in AI-generated responses
- What you should focus on if you want to future-proof your SEO in the age of AI

If you're serious about staying ahead in SEO - and separating real strategies from the hype - you don't want to miss this one.

⭐️ Is ChatGPT Using Google Search Results? - https://www.seroundtable.com/chatgpt-using-google-search-39825.html

⭐️ Abhishek Iyer - https://x.com/distantgradient/status/1946677234229534921

⭐️ Aleyda Solis - https://x.com/aleyda/status/1948405086859690368

💎 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 Debunking AI SEO Myths
00:24 SEO Experiments with ChatGPT
01:06 Proving ChatGPT Uses Google
02:47 Further Evidence and Analysis
07:34 Implications for SEO Strategies
09:30 Optimizing for Google and AI
11:30 Conclusion

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #generativeengineoptimization #seohacks

E751: João Filipe Pereira, my guest, has led SEO at Eventbrite and TripAdvisor.

We go deep into surprising SEO experiments that challenge conventional wisdom - and actually improved traffic, even after Google's latest updates.

In this episode:
- How adding 2 H1 tags (instead of one) boosted rankings
- Why removing meta descriptions increased CTR
- Using AI for keyword research and finding new content opportunities
- Split-testing for SEO
- Lessons from Google's recent core updates
- Bottom-of-funnel keywords: why they convert better and how to find them
- Programmatic SEO at scale (and what smaller sites can learn from it)
- How to spot and fix thin or underperforming content
- Aligning SEO with revenue goals to get leadership buy-in
- A clever link-building case study: EF's global English proficiency index
- João's personal journey breaking into SEO at major companies
- The mindset shift needed to test, persist, and keep innovating in SEO

If you want to hear real-world SEO experiments (and what they mean for your site), this episode is for you.

João Filipe Pereira is author of SEO as a Distribution Game & currently Director of Marketing at Busbud.

With over a decade of experience leading growth and SEO at major companies like Eventbrite, TripAdvisor, EF, and Hostelworld, João brings a product-oriented perspective to organic marketing.

At Busbud, he's focused on scaling demand through SEO, conversion, and content strategies aligned with business outcomes. Known for challenging outdated playbooks, João believes SEO is no longer just about rankings, but about visibility across all the surfaces where users discover content.

He's a frequent speaker at global conferences like BrightonSEO and DMWF, and is passionate about helping teams think more clearly, act faster, and build marketing systems that work. He's a dad of two, a fan of strong espresso, and, when he's not working, escapes on long road trips.

⭐️ Add João Filipe Pereira on LinkedIn: https://www.linkedin.com/in/joaofpereira/

💎 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 SEO Experiments
01:33 H1 Tag Experiment Insights
04:00 Split Testing Methodology
05:19 SEO Testing Case Studies
07:18 Client Work and SEO Strategies
16:06 No Meta Descriptions Test
18:10 SEO for AI and Press Releases
29:33 Content Quality and Google's Algorithm
41:14 Google's Organic Value and AI in Keyword Research
41:47 Machine Learning for Keyword Intent Identification
43:35 LLMs for Content Strategy
45:56 In-House Data Processing for Large Websites
48:07 Programmatic SEO for Large and Small Sites
52:46 Building Authority and Linkable Assets
01:01:38 Personal Stories of Persistence in Marketing
01:08:42 SEO Strategies and the Changing Landscape
01:18:27 Final Thoughts

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #seotips #seohacks #performancemarketing

E750: Are your SEO pages putting your site at risk?

I break down the critical difference between doorway pages (a.k.a. gateway pages) and programmatic SEO - and why confusing the two could lead to a major Google penalty.

You'll learn:
- What Google defines as doorway (gateway) pages
- Real examples of businesses hit by Google updates for doorway pages
- How to build programmatic SEO pages the right way
- The most common mistakes that trigger penalties - and how to avoid them

If you're serious about sustainable, bottom‑of‑funnel SEO that drives traffic, leads, and customers (without getting penalized), this episode is for you.

⭐️ Google's Doorway Abuse - https://developers.google.com/search/docs/essentials/spam-policies#doorways

⭐️ Manning Search Marketing's example and checklist - https://www.manningmarketing.com/articles/what-are-doorwaygateway-pages/

⭐️ Checklist two - https://developers.google.com/search/blog/2015/03/an-update-on-doorway-pages

⭐️ Marc Lou's Programmatic SEO Guide - https://newsletter.marclou.com/p/how-to-grow-a-micro-startup-with-programmatic-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 Avoiding Google Penalties
00:43 Understanding Gateway Pages
01:55 Examples of Doorway Abuse
03:08 Checklist for Identifying Doorway Pages
05:22 Programmatic SEO
07:24 Differences Between Programmatic SEO and Doorway Pages
09:39 Best Practices
11:29 Final Thoughts

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#blackhatseo #seohacks #searchengineoptimization

E749: What is the New York Post doing right with SEO - and where are they falling short?

I break down the SEO fundamentals behind one of the internet's biggest publishers. From page titles and meta descriptions to nofollow links, alt text, and internal linking, we dig into what's working and what could be improved.

In this episode:
- The SEO fundamentals powering 37M+ monthly clicks
- How the New York Post uses page titles, meta descriptions, and H1s
- Why meta keywords still show up - and what they might be using them for
- A look at alt text, internal links, and proper use of nofollow vs. sponsored attributes
- What other publishers can learn (and avoid) from their approach
- One big growth opportunity the New York Post is missing

Listen in and level up your SEO game.

🎸 RIP Prince of Darkness

💎 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
00:32 New York Post's Traffic and Rankings
00:53 New York Post's SEO Fundamentals
02:26 Meta Keywords and Header Tags
03:07 Alt Text and On-Page Elements
04:21 Nofollow and Dofollow Links
07:11 Citing Sources and Interlinking
08:11 Multimedia Usage
08:57 Opportunities for Improvement

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #seotips #seotips #digitalmarketing

E748: Google's June 2025 Core Algorithm Update was supposed to end on July 17 - but many SEOs and site owners are still seeing wild ranking swings, traffic crashes, and unexplained volatility.

In this episode, we break down:
- Why many believe the update is still ongoing
- Reports of traffic drops as high as 60%
- The real impact of AI Overviews on rankings and click-through rates
- Why some informational content sites are seeing massive traffic spikes
- How one AI-generated news site grew from 300K to 2.2M visits/month in 3 days
- What Google's changes mean for internal linking, query parameters, and more
- Why your click-through rate might be falling even if your rankings go up
- What you should be doing right now to protect your rankings and grow traffic
- Tactical SEO advice: above-the-fold content, search intent, backlink profiles, and more

If you're feeling uncertain about where your SEO stands after this update - this episode is for you. Get ahead of the chaos. Here's how to adapt.

💎 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
00:13 Finding Stability in Volatile Times
00:52 Unexpected Volatility Post-Update
01:23 Webmasters' Reactions and Speculations
01:51 Impact on Click-Through Rates and AI Overviews
02:44 Observations on Google's Algorithm Changes
03:41 Mixed Reactions from Publishers
04:59 Success Stories and Traffic Spikes
07:36 Advice for Navigating the Update
09:04 Wrapping

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#googlecoreupdate #searchengineoptimization #seotips #digitalmarketingnews

E747: This is your step-by-step guide to SEO for authors.

Most authors ignore search engine optimization - or assume it won't work for their topic or premise. But it's actually one of the most powerful tools you can use to get readers.

I show you how to sell books with search engine optimization, even if your book is ultra-niche.

You'll learn:
- Why SEO is the best long-term channel for authors
- Keywords readers are searching for
- A full SEO strategy using a historical fiction book as the example
- How to build landing pages that convert browsers into buyers
- What makes a good SEO hub page (and how to structure one)
- Easy backlink strategies authors can do
- How to increase your visibility and authority in search results

This is the 20% of SEO that gets 80% of the results - specifically tailored for authors.

💎 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 for Books
00:44 Niche Books
02:23 Keyword Research
03:13 Optimizing Your Book's Web Pages
04:21 Building an SEO Hub Page
06:04 Leveraging Niche Keywords
09:33 Link Building Strategies
09:57 Podcasting and Expert Links
12:23 Final Thoughts on SEO for Books

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#bookmarketing #searchengineoptimization #seotips

E746: I share some surprising SEO experiments - from FAQ schema to the strategic use of gateway pages and even the infamous .EDU backlink trick. Some of these tactics are creative, some are questionable (black hat), but all of them have one thing in common: they worked.

I break down what made these experiments successful, how you can apply the legit ones, and what to watch out for if you're trying similar approaches. Whether you're a beginner or a seasoned SEO, you'll pick up some fresh insights - and maybe a few things not to try.

Topics covered:
- Niche FAQ schema that boost snippet visibility
- Ranking with "no volume" purchase-intent keywords
- Theme refreshes and topical authority bumps
- Emoji meta hacks (do they work?)
- .EDU scholarship backlinks (and when it gets dark)
- Local gateway pages done right
- Future-proofing with date-based SEO content

⭐️ The Reddit Thread - https://www.reddit.com/r/SEO/comments/1eflymf/whats_the_most_surprising_seo_tactic_that_worked/

⭐️ The SEO Trick That Skyrocketed My Page from #50 to #1! - https://www.youtube.com/watch?v=aSAp9rFXNLw

⭐️ Apple Crushed Their Ads So They Learned SEO and Hit $10M ARR - https://youtu.be/MNHCwj5O4HI

💎 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
00:36 Unconventional SEO Tactics
01:55 Changing Themes and Code
04:35 Low Search Volume Keywords
06:16 The Emoji Meta Description Debate
07:16 Scholarship Offers for Backlinks
10:03 Gateway Pages for Local SEO
11:31 Future-Proofing with Existing Keywords
13:09 Wrapping

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #seotips #seohacks #linkbuilding