E866: A simple but overlooked SEO tactic: using modifiers to turn low-volume keywords into very, veryyyy high-value buyers.

By adding targeted modifiers like "for schools," "for government employees," or "for enterprise teams," you move deeper down the funnel and reach groups that represent larger purchase orders and higher-quality leads.

You'll learn:
- Why zero-volume keywords can be incredibly lucrative
- How to create modified landing pages that rank with minimal competition
- How to pair SEO pages with user-generated content across YouTube, LinkedIn, TikTok, and more
- The key modifiers that consistently unlock high-leverage traffic

⭐️ Easy SEO to Get Big Purchase Orders - https://edwardsturm.com/articles/easy-seo-big-purchase-orders/

💎 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 Modifiers
00:14 Examples of Effective Modifiers
00:22 Targeting Lucrative Groups
01:12 Creating Niche Landing Pages
03:35 Leveraging Social Media for SEO
04:34 Top Clicked Sites and Content Strategy
06:00 Final Thoughts

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

#searchengineoptimization #seotips #inboundmarketing #marketingstrategy

E865: A new and growing issue in digital marketing is emerging: black hat AI SEO and the use of fake, AI-generated negative review articles to manipulate how large language models describe a brand.

A Reddit post describes a case where a competitor allegedly purchased a black hat AI SEO service that published false review content across multiple low-quality websites. As a result, ChatGPT, Claude, Perplexity, and other LLMs began repeating incorrect, damaging information about the company.

I explain how this happens, why LLMs pick up misleading sources, how query modification and query fanouts work, and what you can do to protect a brand when this type of AI manipulation occurs.

Topics covered in detail:
- How black hat AI SEO services generate and distribute fabricated negative reviews
- How LLMs source information and why they may cite low-quality or false articles
- Why the queries an LLM uses are often different from the user's original question
- How to view ChatGPT's real search queries through inspection tools
- What a query fanout is and how multiple related searches affect AI outputs
- How to identify the exact keywords and queries an LLM is using around your brand
- How to publish content that ranks for those modified queries
- When burying negative content is more realistic than removal
- How to dispute reviews on platforms like Trustpilot, Clutch, and Google Business Profile
- How Google's "Report Negative Review Extortion Scams" tool works
- Long-term strategies for protecting brand reputation in AI search environments
- Legal considerations surrounding defamation and online attacks

⭐️ The Reddit Thread - https://www.reddit.com/r/AISEOforBeginners/comments/1ok5j0w/black_hat_ai_seo_is_here_how_do_you_fight_back/
⭐️ SEO Pub's Query Fanout Extractor - https://theseopub.com/updated-chatgpt-search-query-reasoning-extractor-bookmarklet/
⭐️ Report negative Google Business Profile Reviews - https://support.google.com/business/answer/4596773?hl=en
⭐️ Report negative Trustpilot Reviews - https://support.google.com/business/answer/4596773?hl=en
⭐️ Report negative Clutch Reviews - https://support.google.com/business/answer/4596773?hl=en

💎 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 Black Hat AI SEO Attack
02:11 Expert Insights: WebLinkrs Take
03:37 Understanding Query Fanouts
05:26 Practical Solutions and Tools
06:41 Dealing with Negative Reviews
09:48 Long-Term Strategies

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

#answerengineoptimization #generativeengineoptimization #reputationmanagement #searchengineoptimization

E864: I break down the European Commission's new antitrust investigation into Google's enforcement of its site reputation abuse and anti-parasite SEO policies. The investigation focuses on whether Google is demoting news publishers and media companies that host third-party commercial content.

I walk through what parasite SEO is, why publishers like Forbes were hit by Google's policy changes, how Google is justifying its anti-spam actions, and why many SEOs believe the EU's investigation is misguided. I also look at organic traffic data, examples of parasite SEO still getting through, and the difference between obvious and less obvious parasite SEO tactics.

I explain how "accidental" parasite SEO happens when brands improve their product, earn word of mouth, and build a strong presence across social platforms and communities. I also outline the fundamentals of long-term SEO strategy and how intent-driven keywords reliably bring in customers who are already looking for exactly what a business offers.

This episode covers the perspectives shared by Lars Lofgren, Jacky Chou, and Charles Floate, Google's official response from Pandu Nayak, and what this conflict means for publishers, SEOs, and search quality going forward.

This episode covers:
- What parasite SEO is and why it became widespread
- How publishers like Forbes were affected by Google's enforcement
- Why Google says its anti-spam actions are necessary
- Why many SEOs believe the EU's investigation is misguided
- Examples of parasite SEO that still get through
- The difference between obvious and less obvious parasite SEO tactics
- How "accidental" parasite SEO happens through genuine brand growth
- The fundamentals of long-term SEO strategy
- How intent-driven keywords bring in high-intent customers
- Traffic data and trends showing how enforcement impacted major publishers
- Reactions and perspectives from Lars Lofgren, Jacky Chou, and Charles Floate
- What this conflict means for publishers, SEOs, and the future of search quality

⭐️ Lars Lofgren's post - https://www.linkedin.com/feed/update/urn:li:activity:7394851152628137984/
⭐️ Jacky Chou post - https://x.com/indexsy/status/1989140769161248880
⭐️ Charles Floate post - https://x.com/Charles_SEO/status/1989188855459922202
⭐️ Google's post from Pandu Nayak - https://blog.google/inside-google/company-announcements/defending-search-users-from-parasite-seo-spam/
⭐️ "Forbes, CNN, and More Lose Millions as New Google Policy Tanks Affiliate Businesseses" - https://www.adweek.com/media/cnn-forbes-lose-millions-google-seo-policy/
⭐️ Pareto SEO: The 20% of SEO That Matters - https://edwardsturm.com/articles/pareto-seo

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Introduction and Context
00:47 Understanding Parasite SEO
01:28 Google's Stance and EU Investigation
02:47 Examples and Evidence of Parasite SEO
06:45 Discussion on SEO Practices
09:02 Takeaways
14:56 Conclusion and Sign Off

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

#searchengineoptimization #parasiteseo #googleupdate #digitalmarketingnews

E683: LinkedIn is exploding - and few people are talking about it.

I break down why LinkedIn is quietly becoming the biggest growth opportunity on the internet, how creators with "dead" accounts are getting tens of thousands of impressions in days, and the posting strategy that took my own LinkedIn reach from 250K to 300K impressions in a day.

We get into:
- Why daily posting on LinkedIn is being massively rewarded
- How to repurpose content from 𝕏, TikTok, and Instagram for fast results
- The power of top-of-mind awareness (and why LinkedIn is perfect for it)
- How LinkedIn boosts linkable assets, studies, and announcements
- How automation kills your reach - and what to do instead
- The easiest way to stand out: stop writing like a corporate robot
- How LinkedIn gets a massive amount of clicks from Google search

If you're in SEO, marketing, or you run any kind of business, you cannot ignore what's happening on LinkedIn right now. This breaks down exactly how to take advantage of organic LinkedIn before the window closes.

⭐️ My LinkedIn posts - https://www.linkedin.com/in/edward-sturm/recent-activity/all/
⭐️ My exact social media posting strategy - https://edwardsturm.com/articles/my-exact-social-media-posting-strategy/
⭐️ State of Search Q3 2025: Behaviors, Trends, and Clicks Across the US & Europe - https://datos.live/report/state-of-search-q3-2025/

💎 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 The Biggest Opportunity on the Internet Right Now
00:26 Tomek's LinkedIn Experiment
01:04 My LinkedIn Posting Strategy
04:16 Achieving Top of Mind Awareness Like a Friggin Champion
05:39 Launching Linkable Assets on LinkedIn
07:35 Manual Posting vs. Automation
10:12 Why LinkedIn is Popping Right Now
10:53 Conclusion and Final Thoughts

The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/

#linkedinmarketing #socialmediamarketing #digitalmarketing #searchengineoptimization

E862: Mordy Oberstein - former Head of Communications at Semrush and Former SEO Brand Advisor at Wix - joins Edward to talk about why brand is becoming the most important SEO signal heading into 2026 and why AI won't replace great marketing anytime soon.

Mordy and Edward go deep on:
- Why branded searches, authority, and trust influence keywords, backlinks, and AI visibility
- How AI overviews and LLMs are changing the search landscape
- What Google's AI Mode really means for businesses and if it will stick
- The future of affiliate and top-of-funnel SEO
- The biggest SEO wins and losses of 2025
- How to build a brand that compounds over time
- A trick for getting into sought-after SEO conferences

Whether you're an SEO, marketer, or founder, this episode will help you understand what really matters for ranking, visibility, and brand growth in the AI era.

⭐️ Mordy Oberstein on X - https://x.com/MordyOberstein
⭐️ Mordy Oberstein on LinkedIn - https://www.linkedin.com/in/mordyoberstein/

💎 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 Introduction
00:37 Mordy's Career
03:30 Branding and Marketing Tactics
07:09 AI and SEO Predictions
12:51 Debate on AI Mode and Trustworthiness
17:20 Final Thoughts and Reflections
32:15 The Reality of Generative AI
32:55 Blockchain and AI: A Comparison
33:52 The AI Bubble and Investor Behavior
35:18 The Future of SEO in an AI-Driven World
39:00 Brand Building and Marketing Strategies
42:19 The Impact of AI on Affiliate Marketing
55:00 SEO Tools and Industry Changes
01:04:36 Identifying the Problem in SEO
01:04:48 Crazy Opportunities in SEO
01:05:30 The Importance of Brand Visibility
01:09:18 Starting a New Brand: Key Considerations
01:15:37 Building Links and Partnerships
01:19:09 Content Strategy and Social Media Presence
01:30:19 SEO Wins and AI in Finance
01:34:03 Conclusion and Final Thoughts

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

#searchengineoptimization #answerengineoptimization #generativeengineoptimization #digitalmarketing

E861: Google just expanded Opal, its no-code automation tool, to 160+ countries, and the SEO world is not happy.

Opal is being promoted as a tool to generate scalable content… despite Google having a highly-cited Scaled Content Abuse policy.

We break down the contradiction, the backlash, and how real creators are being impacted.

We also talk about Chrisy | Homemade Hooplah's story - a blogger who lost her traffic and livelihood to AI-generated copycat content - and why this moment feels like a turning point for the web.

Topics in this episode:
- What Google's Opal is and how Google recommends using it
- Google's Scaled Content Abuse policy
- Why the SEO community is frustrated
- The real harm happening to human creators
- How to approach SEO from first principles (and avoid getting penalized)

If you create content, run a blog, or care about the future of the Internet, this one matters.

⭐️ Nate's post - https://x.com/natejhake/status/1986607211766833636
⭐️ Nate's 2nd post - https://x.com/natejhake/status/1986840216166896032
⭐️ Chrisy's story - https://x.com/homemadehooplah/status/1986180290944114878
⭐️ Opal is now available in more than 160 countries - https://blog.google/technology/google-labs/opal-expansion-160/
⭐️ Google response - https://www.linkedin.com/feed/update/urn:li:activity:7393744599950917632/
⭐️ Google's Scaled Content Abuse Policy - https://developers.google.com/search/docs/essentials/spam-policies

💎 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 Google's AI Spam Machine
00:31 Overview of Google's Opal
00:46 Examples of Opal's Applications
01:29 Scaled Content Abuse Policy
03:19 Community Reactions and Concerns
05:13 Google's Response and Speculations
06:58 SEO Best Practices
10:39 Conclusion and Episode Wrap-Up

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

#scaledcontentabuse #searchengineoptimization #helpfulcontentupdate #digitalmarketing

E860: Julian Goldie joins the pod! This episode is the rise, setback, and rebound of one of the most talked-about SEO operators in the space. From rapid AI content experiments to the Google penalty that hit an entire group of creators on the same day, to rebuilding and growing bigger than before, this is a full breakdown of what happens when scale meets search engines.

We get into practical strategy, experimentation, and mindset. If you're building websites, doing SEO, or growing a personal brand, this conversation will help you understand what matters and what doesn't.

We cover:
- How Julian scaled content using AI before most people noticed the opportunity
- The exact moment Google penalized his sites and why multiple creators got hit at once
- Why separating sites in Search Console matters
- How to handle setbacks without losing momentum
- Keyword research frameworks that are simple and repeatable
- How to find low competition, high intent keywords that convert
- A clear approach to backlinks, outreach, and negotiation
- The role of volume in content growth across YouTube, X, and blogs
- Why documenting experiments builds trust faster than teaching theory
- How to build resilience when growth slows or stagnates

If you want to grow in SEO, consider this discussion a field report.

⭐️ Julian's Free SEO Strategy Session - https://go.juliangoldie.com/strategy-session?utm=edwardshow
⭐️ Julian's AI Profit Boardroom - https://www.skool.com/ai-profit-lab-7462/about
⭐️ Julian Goldie on YouTube - https://www.youtube.com/@JulianGoldieSEO
⭐️ Julian Goldie on LinkedIn - https://www.linkedin.com/in/juliangoldieseo/?skipRedirect=true
⭐️ Julian Goldie on Instagram - https://www.instagram.com/jules_goldie/
⭐️ Julian Goldie on X - https://x.com/JulianGoldieSEO

💎 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
00:08 The Google Penalty Story
04:23 Rebounding from Setbacks
07:24 SEO Strategies and Insights
13:33 Keyword Research Techniques
23:27 Link Building Methods
29:02 Agency Growth and Personal Journey
31:56 Reflecting on the Journey
32:29 Moving to Bangkok
32:38 Starting a Business in Asia
33:51 Early SEO Strategies
33:56 Creative Link Building Techniques
35:56 AI in Content Creation
37:57 Documenting SEO Experiments
46:48 The Importance of Hooks in Marketing
52:12 Repurposing Content with AI
56:02 Rapid Fire Questions
58:53 Conclusion and Farewell

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

#searchengineoptimization #blackhatseo #automateseo #growthhacking

E859: David Quaid returns to explain how large language models surface webpages and how you can measure and influence your visibility in tools like ChatGPT, Perplexity, Claude, and Gemini.

We walk through query fan-outs, drift, search console interpretation, Looker Studio reporting, and practical steps for testing what LLMs return and why.

Topics covered:
- How LLMs retrieve information in real time rather than storing the web
- How PageRank still influences what LLMs cite
- Query Fan-Outs: what it is, how to observe it, and why it matters
- Drift: how and why LLMs alter your prompt before searching the web
- How ranking in Google impacts whether you appear in LLM answers
- Why schema is frequently overstated as a ranking factor
- How to detect LLM-driven impressions in Google Search Console
- How to identify high-volume keywords using low-position impressions
- When to expand an existing page vs. creating a new one
- How to measure referral traffic from ChatGPT, Claude, and Perplexity in GA4
- Building or requesting a Looker Studio report to track LLM referrals
- Practical ways to test visibility in LLMs using search replication

Demonstrations and walk-throughs in this episode:
- Identifying Query Fan-Out patterns
- Detecting prompt drift in Perplexity and ChatGPT
- Inspecting ChatGPT search queries using browser dev tools
- Reading Search Console impression patterns to locate high-volume queries
- GA4 filtering for referral-based LLM traffic
- Using Looker Studio to consolidate source reporting

⭐️ 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 Introduction to Ranking in LLMs
00:11 Debunking LLM Myths and Misconceptions
00:59 Understanding Query Fan Outs
02:02 Real-Time Ranking Examples
02:45 The Role of EEAT in SEO
04:54 Query Fan Outs in Different LLMs
14:53 Analyzing Traffic with Looker Studio
16:12 Using Google Analytics for Traffic Insights
23:26 Leveraging Reddit for SEO Insights
26:24 General Overview
27:24 Starting with SEO Rankings
27:40 Understanding Search Console and Content Testing
28:07 Exploring Perplexity and Brave Search
28:43 Popular Episodes and Guest Highlights
29:13 Finding Query Fan Outs in ChatGPT
32:10 The Dead Web and Bot Conversations
34:06 The AMI Paradox and Generative AI
39:30 SEO Practices and Misconceptions
42:05 Schema Implementation and Its Necessity
47:50 Topical Authority and Keyword Research
51:35 Concluding Thoughts and Future Episodes

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

#generativeengineoptimization #answerengineoptimization #searchengineoptimization #pagerank