E936: Local SEO lives or dies by local authority - and one of the biggest drivers of that authority is local backlinks.

I break down exactly how to build high-quality local backlinks that help search engines see your business as an authority in a specific city or region. This applies whether you're starting a local business, competing in a crowded market, or expanding into new locations.

I cover practical strategies that send real referral traffic, strengthen local topical authority, and support long-term ranking improvements - not theory.

What you'll learn:
- Why local backlinks matter for local SEO and topical authority
- How partnerships with local businesses create real traffic and stronger links
- How to find and evaluate local sponsorship opportunities (and when they're worth it)
- When to accept nofollow links or brand mentions - and when not to
- How to use ChatGPT agent mode to research local sponsorships and partners
- How to properly vet local partners to protect your brand and reputation
- Core local citations you need for local SEO
- How to track citations and backlinks correctly (and why tracking matters)
- How citation language and context impact local topical authority
- How to vary location and service language without hurting consistency
- Why anchor text matters less than contextual language for local SEO
- How to structure location hub pages to support link building
- How to build links to pillar pages to strengthen weaker service pages

This is especially useful if:
- You're launching a local business and need to build authority from scratch
- You're competing in a high-competition city
- You're expanding SEO into new locations
- You want a clear system for local link building

💎 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 Building Local Backlinks
00:59 Partnerships for Local Backlinks
01:16 Sponsorship Opportunities
01:59 Using ChatGPT for Sponsorships
04:03 Local Citations and Directories
04:30 Tracking and Managing Citations
05:21 Language and Context in Citations
07:36 Hub Pages for Local SEO
08:54 Conclusion and Wrap Up

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#localseo #localmarketing #searchengineoptimization #linkbuilding

E935: I break down a recently funded AI startup that is scaling SEO with unchecked, fully AI-generated financial content - and why this strategy has already failed before.

I've seen this exact playbook play out with AInvest: rapid traffic growth driven by AI content, press, and links… followed by a sharp collapse after Google's spam and quality updates. Now we're watching the same model surface again, almost step for step.

This episode is not about hating on AI. It's about understanding where AI actually helps - and where it quietly puts your entire domain at risk.

What's covered:
- How a low-authority domain was able to spike to tens of thousands of clicks per month
- Why press, link velocity, and brand mentions can temporarily mask serious SEO issues
- The dangers of scaling AI-generated financial content without human fact-checking
- How Google evaluates unchecked AI content, especially in YMYL niches
- Why sites often get away with this approach for a few months before getting hit
- The long-term SEO damage most founders and marketers don't see coming
- What this means for your tools, brand terms, and real linkable assets
- How AI can be used responsibly in SEO without putting your site at risk

Also, what this company is doing well, including:
- Press and link acquisition
- Brand trust signals and accessibility
- Interactive AI tools and on-page engagement features

If you're a founder, marketer, or SEO considering AI to scale content, this episode is a clear warning - and a roadmap for how to avoid repeating the same mistake.

💎 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 Frustrations
00:13 The Rise and Fall of AInvest
01:03 Introducing The New AInvest - Here We Go Again
02:52 SEO Strategies and Risks
04:22 AI Content and Google's Guidelines
07:56 Practical AI Applications
11:23 Final Thoughts and Warnings
12:25 Conclusion and Episode Wrap-Up

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #programmaticseo #scaledcontentabuse #blackhatseo

E934: Google's quiet removal of the num=100 parameter sent shockwaves through the SEO tooling ecosystem. Many called it an apocalypse. Others barely noticed.

I sit down with Jonathan Berthold, VP of Revenue at Moz, to unpack what actually happened, why Google made the change, and how it connects to a much bigger shift happening across search, AI, and zero-click results.

We cover how SEO is evolving under pressure from AI Overviews, LLMs, and generative search - and why most of the panic is misplaced.

Topics covered:
- What the num=100 parameter was and why Google removed it
- Whether this change was aimed at SEOs, tool providers, or OpenAI
- How rank tracking, impressions, and average position were distorted before the change
- Why keyword positions beyond page one rarely matter for real business outcomes
- The rise of zero-click search and what it actually means for traffic
- How AI Overviews and LLMs are reshaping informational search
- Why commercial and transactional queries are far less impacted
- The difference between SEO as a strategy vs SEO as a channel
- Why brand is becoming the strongest long-term advantage in search
- How Moz has adapted its product and analytics approach
- What SEO agencies need to change when rankings stop being the primary KPI
- Whether AI tools threaten SEO careers - or force better ones
- Google vs OpenAI vs other LLMs and what's really at stake
- Why "GEO" mostly looks like good SEO done correctly

Key takeaways:
- The num=100 removal didn't break SEO - it exposed bad measurement habits
- Traffic quality matters more than traffic volume
- Informational content still matters, even when clicks decline
- Brand visibility now extends beyond Google into AI systems
- SEO success is increasingly tied to business outcomes, not rankings

This conversation goes deep into how search is changing without resorting to hype or fear. If you work in SEO, marketing, analytics, or product - and want a grounded view of where things are heading - this episode is for you.

⭐️ Jonathan Berthold on LinkedIn: https://www.linkedin.com/in/jonathanberthold/
⭐️ Jonathan Berthold on 𝕏: https://x.com/j_bertho
⭐️ Moz (my affiliate link): https://edwardsturm.com/refer/moz/

💎 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
01:09 SEO Industry Insights
04:19 Impact of LLMs on SEO
10:47 Brand Importance in SEO
11:14 Discussion on Topical Authority
16:06 The Num Equals 100 Parameter Change
29:14 Google's Strategy Against OpenAI
32:13 The Rise of Claude Code and LLMs
33:06 Comparing ChatGPT, Gemini, and Claude
35:27 OpenAI's New Ad Model
36:15 Challenges in Scaling OpenAI's Ad System
41:38 SEO and Generative Engine Optimization (GEO)
54:07 The Future of AI in the Job Market
01:00:30 Will AI Mode Become the Default?
01:02:51 Conclusion and Final Thoughts

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #generativeengineoptimization #performancemarketing #digitalmarketing

E933: How URL structure directly impacts SEO performance, topical authority, and whether Google views your site as legitimate or spammy.

I walk through two common URL structure approaches that many sites use when targeting similar keywords - and explain why one of them often triggers spam signals, ranking cannibalization, and doorway page issues, even when the content itself is solid.

If you're building feature pages, use-case pages, programmatic SEO, or scaling content across keyword variations, this episode will help you avoid structural mistakes that quietly limit rankings.

What you'll learn:
- Why certain URL patterns raise red flags for Google
- How search engines interpret keyword-heavy slugs vs hierarchical structures
- The difference between doorway page patterns and real topical depth
- How nested subfolders help establish clearer parent-child topic relationships
- Why documentation-style URL structures tend to perform better long term
- How poor URL structure can cause ranking cannibalization
- How to structure feature and use-case pages without looking manipulative
- How internal linking should work when using nested URL hierarchies
- Why this approach makes link building and topical authority easier

Real-world examples discussed:
- How a top mattress affiliate structures pages to rank for thousands of keywords
- How legal SEO sites organize practice-area pages by accident type
- Why these structures scale without triggering spam classifications

Who this episode is for:
- Founders and marketers building SEO-driven landing pages
- SEOs working on programmatic or scaled content
- Anyone restructuring a site for better topical authority
- People confused about why similar pages keep competing with each other

This episode focuses entirely on information architecture, not content tricks or shortcuts. The goal is to help Google understand what your site is actually about - and reward it accordingly.

⭐️ Google's update on Doorway pages - https://developers.google.com/search/blog/2015/03/an-update-on-doorway-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 Introduction to URL Structures and SEO Impact
00:09 Fictional Email Client and URL Structure Examples
00:51 Comparing Two URL Structures
01:59 Real-World Examples and SEO Insights
02:59 Google's Perspective on URL Structures
04:39 Advantages of Hierarchical URL Structures
07:00 Case Studies: NapLab and Legal SEO
09:06 Best Practices for Internal Linking
10:40 Wrapping URL Structures

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #informationarchitecture #topicalauthority #digitalmarketing

E932: I break down the most interesting marketing opportunities I'm seeing right now and why they matter if you care about getting in early.

We start with the Digg relaunch and why, despite recent crackdowns on obvious SEO spam, it's still one of the most compelling platforms to pay attention to. I explain what's changed since the first Digg episode, which niches are being targeted, which ones are not, and how non-SEO brands can still use Digg effectively for long-term marketing and visibility.

Next, we cover the announcement of ads coming to ChatGPT. I walk through OpenAI's stated ad principles, what this likely means for AI SEO, and why ads probably won't influence model responses. I also talk about the opportunity window that tends to open when a major platform launches ads and why early experimentation often matters more than perfect execution.

Finally, I share real results from the recent press kit episode and explain why every serious marketing or SEO strategy should include one. We look at how press kits affect backlinks, topical authority, and brand searches, and why journalists rely on them more than most people realize.

Topics covered:
- What has changed since Digg's relaunch and why it still matters
- How Digg is handling SEO spam and which niches are being affected
- Why Digg could follow a similar SEO trajectory to Reddit
- How to use Digg for top-of-funnel content instead of direct promotion
- The role of AI moderation and how it may shape future promotion
- What OpenAI has announced about ads in ChatGPT
- Why ChatGPT ads likely won't impact AI SEO rankings
- The size of the opportunity when new ad platforms launch
- Past examples of early ad platform inefficiencies
- Why press kits make it easier for journalists to link to you correctly
- How press kits can influence brand searches and site links

⭐️ E927 - Why Every SEO Strategy Needs a Press Kit (Most People Miss This) - https://youtu.be/hlZwZpGg76I
⭐️ E928 - Digg Just Relaunched - And It's the Wildest Parasite SEO Opportunity of the Decade - https://youtu.be/xf9QYuAKFHo

💎 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 Crazy Alpha in Marketing
00:40 Digg's Evolution and Opportunities
07:05 ChatGPT Ads: A New Frontier
12:40 The SERP Results of Press Kits in SEO
13:54 Conclusion and Episode Wrap-Up

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #chatgptads #arbitrage #digitalmarketing

E931: Small and mid-sized law firms regularly can outrank national legal brands in Google, even with smaller teams and far lower marketing budgets.

This breaks down how that actually happens. We go deep into what drives legal search rankings, what converts traffic into signed cases, and why many common law firm SEO strategies fail. This is a practical, experience-based discussion focused on results, not surface-level SEO tactics.

Nick Cohen, a lawyer and the founder of Matador Solutions, joins the show to explain how legal SEO works in real markets. Nick has spent years helping law firms compete in some of the most competitive legal search landscapes in the United States, and he shares exactly what he's seeing work today across content, Google Maps, reviews, links, AI, and compliance.

Topics covered:
- Why small law firms can outrank large national legal brands
- How Google's algorithm became increasingly local for legal searches
- What makes legal SEO fundamentally different from other local SEO niches
- Why most law firm blog content generates traffic but no signed cases
- How practice area pages should be built to rank and convert
- Pillar pages, supporting content, and topical authority for law firms
- How informational content supports high-intent legal keywords
- What actually builds trust on law firm websites
- Conversion factors that matter in legal marketing (and what doesn't)
- The role of copy, credibility, and clarity in legal conversions
- Why video testimonials are critical for law firm SEO
- How YouTube testimonials can rank for legal keywords
- Link building strategies that work in competitive legal markets
- Why local and relevant links often outperform high-DA links
- Earned media vs paid links for law firms
- Google Business Profile optimization in competitive cities
- The real impact of reviews on map pack rankings
- When keyword placement in Google Business Profiles works
- Common SEO mistakes agencies make when working with law firms
- SEO metrics law firms obsess over that don't correlate with cases
- How to measure SEO success when one case can be worth millions
- How AI is being used in legal SEO today
- The risks of AI-generated content in legal marketing
- QA processes and verification systems for legal content
- Title tags, SERP optimization, and improving click-through rate
- Exact match domains, link velocity, and brand signals
- The single most important SEO lever for law firms with limited resources

Who this episode is for:
- Law firm owners and managing partners
- SEO agencies working with legal clients
- Marketers entering the legal SEO space
- Anyone focused on turning rankings into real business

⭐️ Matador Solutions - https://www.matadorsolutions.net/
⭐️ Nick Cohen on LinkedIn - https://www.linkedin.com/in/nickecohen/
⭐️ Get in touch with Nick - nick@matadorsolutions.net

💎 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 Background
00:52 Founding of Matador Solutions and Its Evolution
02:42 SEO Strategies for Law Firms
05:13 Matador's Recent SEO Success
12:20 Competing with Big Legal Brands
17:21 Content Strategy for Law Firms
25:43 Building Trust and Authority
30:02 Link Building and Citations
39:46 Facebook Posts for SEO
40:29 Importance of 24/7 Phone Answering for Lawyers
42:38 AI in Legal SEO: Benefits and Risks
44:39 Content Creation and AI Integration
53:58 Common SEO Mistakes and Best Practices
56:40 Optimizing Google Business Profiles for Lawyers
01:00:54 Measuring SEO Success in the Legal Industry
01:02:55 Personal Connection to Legal SEO
01:12:46 Lightning Round: Quick SEO Tips
01:14:55 Conclusion and Contact Information

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#legalseo #legalsearchengineoptimization #lawseo #localseo