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The Edward Show

The Edward Show

Di: Edward Sturm
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 Daily SEO advice, hacks, and interviews with some of the top voices in search engine optimization, as well as sit-downs with many undiscovered talents.2023 Economia Gestione e leadership Leadership Marketing Marketing e vendite
Episodi
  • The Wildest Marketing Alpha Right Now: Digg, ChatGPT Ads & Early-Mover Wins

    The Wildest Marketing Alpha Right Now: Digg, ChatGPT Ads & Early-Mover Wins
    Jan 22 2026

    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
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    15 min
  • How Small Law Firms Beat Big Brands in Google (Legal SEO Masterclass)

    How Small Law Firms Beat Big Brands in Google (Legal SEO Masterclass)
    Jan 21 2026

    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
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    1 ora e 17 min
  • How to Expand Local SEO Into New Cities (Without Getting Penalized by Google)

    How to Expand Local SEO Into New Cities (Without Getting Penalized by Google)
    Jan 20 2026
    E930: Expanding local SEO into new cities is harder than most businesses expect, and doing it the wrong way can get you suspended or quietly ignored by Google altogether. Darren Shaw joins the show to explain what actually works when you want to rank in cities where you are not physically located. Darren is the founder of Whitespark and one of the most experienced voices in local SEO, and this is a tactical conversation based on what he has seen work in the real world. We break down the limits of service area businesses, the reality of Google's local algorithm, and why so many expansion strategies fail even when the business is legitimate. Topics covered: - Why service areas in Google Business Profiles do not impact rankings - When it is impossible to rank in another city without opening a real location - How far local SEO can realistically reach from a single address - The difference between ranking in the local pack vs organic results - How service area pages actually help, and where they fall short - How to structure location pages and city-based service pages correctly - Pillar pages and internal linking for multi-city SEO - Building topical authority in a new city from scratch - The role of localized links, citations, and sponsorships - How reviews from customers in other cities can help expansion - What Google actually associates your business with geographically - Why doorway pages fail and how to avoid them - Editing Google Business Profiles safely without triggering re-verification - Which profile fields are risky to touch and which ones are not - Keyword stuffing in business names and the legal risks most SEOs ignore - Why many agencies have stopped spam fighting competitor listings - Schema, geotagging photos, and where the evidence actually stands - How local SEO signals differ from organic and AI-driven search results Darren also explains: - How to open a legitimate second location without overspending - What Google looks for in subleases and shared office spaces - Why authority in your original city does not automatically transfer - How to think about geographic expansion from Google's perspective If you serve multiple cities, plan to expand into new markets, or are trying to understand why your local SEO strategy has stalled, this episode will help you avoid common mistakes and wasted effort. ⭐️ Darren Shaw's first time on this podcast - https://youtu.be/1awWMG1e5kY?si=6ORaQf2GkMKEhBmp ⭐️ Whitespark's local SEO software and services: https://whitespark.ca/ ⭐️ The Whitespark Local Update Podcast: https://whitespark.ca/the-whitespark-local-update-podcast/ ⭐️ Darren's YouTube channel: https://www.youtube.com/c/whitesparkca ⭐️ Darren's Instagram: https://www.instagram.com/darrenshawseo/ ⭐️ Darren's LinkedIn: https://www.linkedin.com/in/darrenshawwhitespark/ ⭐️ Darren's Threads: https://www.threads.com/@darrenshawseo ⭐️ Darren's Facebook: https://www.facebook.com/darrenshawseo/ ⭐️ Darren's TikTok: https://www.tiktok.com/@darrenshawseo 💎 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 00:25 Expanding Local Service Area Pages 00:51 Ranking in Distant Locations 03:08 Creating Effective Service Area Pages 06:16 Affordable Office Locations for SEO 09:26 Building Topical Authority and Link Building 16:57 Importance of Reviews and Local Search Myths 18:48 Optimizing Local Citations and Reviews 19:13 Updating Your Google Business Profile 21:08 The Impact of Keywords in Business Names 22:47 Legal Implications of Keyword Stuffing 26:50 Debating the Value of Schema Markup 30:11 Whitespark's Local Ranking Grid Software 32:41 Conclusion and Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #localseo #searchengineoptimization #googlebusinessprofileoptimization #localmarketing
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    33 min
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