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Episodes from The Edward Show
Why 70% of Your Ecommerce Pages Aren't Indexed (And How to Fix It)
E1063: If you run a large ecommerce site with hundreds of thousands or millions of product pages, and only a fraction of them are indexed, you are not alone. David Quaid and I break down why Google indexes only 30-40% of pages on many large sites - and what actually determines whether a product page gets crawled and indexed. This conversation covers how authority flows through large websites, why crawl budget is often misunderstood, and how URL structure, topical relevance, and internal architecture affect indexation. If you manage or market a large ecommerce...
5 Link Building Methods That Actually Work (Ranked + Real Examples)
E1062: Most link building advice sounds great until you try to execute it. The real challenge isn't "getting backlinks." It's getting links that make sense, earning real replies, and avoiding tactics that waste your time. I break down a Reddit post that ranks five link building methods by how well they work in practice. I walk through each method, why it works, what to watch out for, and give many examples along the way. In this episode: - The 5 link building methods, ranked by effectiveness - Why "relevance" often beats raw authority...
The Cats.txt SEO Hoax That Fooled AI (And What It Reveals About LLMs)
E1061: Breaking down one of the most interesting SEO experiments in recent memory: the Cats.txt hoax created by Mark Williams-Cook. He invented a completely fake "standard" called cats.txt, published formal documentation for it, and made it look legitimate. Soon after, major crawlers were requesting the file. Google indexed it. AI overviews described it as real. ChatGPT even said it could help you rank in search and large language models. Then the experiment went viral. Now AI systems acknowledge that it started as a joke. But before that happened, they confidently explained...
How to Manipulate AI Search (Before It Manipulates You)
E1060: AI search is not magic. It is pattern recognition at scale. It looks for consensus, relevance, authority, repetition, and reinforcement across the web. If you understand that, you can influence it. In this episode, Kasra Dash and I break down how AI search engines like ChatGPT, Google AI Overviews, Gemini, Claude, Grok, and Perplexity decide who to recommend. We go deep into what is working right now, what most SEOs are missing, and how brands can control what AI says about them. This is based on live testing, deleted pages...
Is SEO Actually Dead This Time? Surfer's Michał Suski Sets the Record Straight
E1059: Is SEO actually dead this time? Every few years, the industry declares the end of SEO. This time the argument sounds stronger: AI overviews, AI-generated content, Google "stealing" traffic, collapsing affiliate sites, and major ranking volatility. In this episode, I sit down with Michał Suski, co-founder of Surfer SEO, to break down what's really happening. We talk about what has really changed since 2017, what hasn't changed at all, and why much of the panic around AI is missing the point. This is not a hype conversation. It's a grounded discussion a...
AI Is Reading Your Reviews - Why You Should Max Out Customer Service Now
E1058: AI search tools don't just look at your website anymore. They look at your reviews. They scan Reddit threads. They surface YouTube videos. They analyze what real people are saying about your brand. And if the internet says bad things about you, AI will repeat it. I break down why customer service is no longer just a support function. It directly affects whether AI tools recommend your product, whether buyers trust you during due diligence, and whether your brand gets shared organically across platforms like YouTube and Reddit. If you sell anything...
Stop Targeting Multiple Keywords on Your Homepage. It's Costing You Money.
E1057: One of the most common mistakes in SEO: Targeting multiple keywords on your homepage. A lot of marketers and even experienced SEOs believe the homepage has the most authority, so it should target everything. They stuff a primary keyword into the H1 and then scatter additional keywords into H2s and body copy. It sounds logical. It doesn't work. And worse, it costs you money. In this episode, I explain: - How Google prioritizes relevance more than most SEOs realize - How authority actually...
Backlinks Aren't Enough: How to Win Competitive SEO
E1056: Most people think the solution to competitive SEO is simple: build more backlinks. Authority matters. But if your page doesn't satisfy search intent quickly, backlinks will only help you rank temporarily. They won't help you stay there. In this episode, I break down what really wins in competitive SERPs: user signals. When Google is testing multiple pages targeting the same keyword, it looks at behavior. Click-through rate. Pogo-sticking. Whether searchers feel satisfied. If your page makes people work too hard to understand what it offers, they leave. And when that...
The Promise of SEO: How to Literally Print Leads
E1055: Most people lose sight of what SEO is actually capable of. If you do it properly, SEO is not just about traffic. It is about building an asset that can consistently generate customers, users, and leads without depending on paid ads or luck. In this episode, I break down what I call the promise of SEO - and why so many businesses quit right before it starts working. The problem is not that SEO does not work. The problem is that most people abandon it during the foundation stage. They underestimate how...
Google's May 2026 Core Update: AI Spam Gets Smoked, Local SEO Shifts, GSC Breaks
E1054: Breaking down Google's May 2026 Broad Core Update and what I'm seeing across the SEO community as the rollout begins. Google announced a two-week rollout starting May 21, after several days of volatility that had people reporting major ranking swings and traffic changes. I cover what's likely driving the turbulence, what looks like noise, and what appears to be a real directional shift. What I'm seeing so far: - A stronger crackdown on scaled AI content and hyperscaled "AI blog" subfolders - Local SEO turbulence, with directory/aggregator sites losing ground on "near me" terms...
The Era of 10 Blue Links Is Over (Google I/O Search + May 2026 Core Update)
E1053: Breaking down Google's latest Search changes announced at Google I/O and what they mean in practice for SEO, businesses, agencies, publishers, and affiliates. I also cover the May 2026 core update announcement from Google Search Central, what people were noticing leading up to it, and early signals worth paying attention to. Google is reframing the search box into something closer to a prompt interface: longer queries, prompt prediction, image input, interactive experiences you can return to, and agent-like behavior that can track details and alert you over time. A lot of people are asking whether this...
How to Migrate a Website Without Losing SEO Traffic (CMS & Domain Changes)
E1052: We break down how to migrate a website without losing SEO traffic. Whether you are switching from WordPress to Squarespace or Webflow, changing to another CMS, restructuring your URLs, or moving to a new domain entirely, this conversation covers what actually happens inside Google during a migration - and how to minimize risk. We discuss real-world scenarios, including accidental migrations, domain changes, slug updates, and situations where rankings unexpectedly dropped. The goal is simple: protect your traffic and avoid unnecessary volatility. What we cover: - What happens when you change CMS...