The Edward Show

E1066: Breaking down exactly how Jotform built an SEO engine that consistently drives traffic, rankings, and high-intent users - and what you can apply to your own business.
Jotform is getting a whopping 2.7 million clicks per month from Google.
We're looking at real numbers, real pages, and real strategy.
Jotform has:
- 92/100 domain authority
- 21.2 million backlinks
- 108,000 ranking keywords
- 35,000 keywords in positions 1-3
- 2.1 million non-branded clicks per month
But the numbers aren't the real lesson.
The real lesson is how they structure their site and how they turn product pages into SEO assets.
What you'll learn:
- Why template pages outperform blog posts for high-intent keywords
- How Jotform ranks for terms like "pay stub template," "contract template," and "AI quiz generator"
- How they use subfolders like /pdf-templates/, /form-templates/, and /ai/ to scale
- Why internal linking from linkable assets strengthens the entire domain
- How they protect branded traffic by bidding on their own keywords
- Why pruning blog content can increase traffic instead of hurting it
- The rise of self-promotional listicles and the risks involved
- Why informational traffic spikes can become dangerous if topical authority stretches too far
One of the biggest takeaways:
Stop trying to rank blog posts for keywords that require a product.
If someone searches "pay stub template," they don't want a 2,000-word article. They want the template immediately. Jotform gives it to them above the fold.
That is why they win.
We also discuss:
- How their AI subfolder is rapidly gaining traction
- How competitors try to intercept branded searches like "Jotform pricing"
- Why some companies see traffic spikes from aggressive listicles - and then collapse
- What happened to companies that overextended their topical authority
This episode is about long-term SEO strategy.
Jotform has been consistent for years. Their backlink profile, their structure, and their product-first SEO approach show what is possible when you commit to the long game.
If you want to build SEO assets instead of publishing blog fluff, this breakdown will give you ideas you can apply immediately.
⭐️ Jotform - https://www.jotform.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 Why Jotform Wins SEO
00:46 Authority and Traffic Stats
02:17 Template Pages as SEO Assets
02:54 Pay Stub Template Breakdown
04:07 Product Pages Not Blog Posts
04:57 More SEO Subfolders and AI
05:58 Defending Branded Keywords
07:04 Blog Growth and Pruning
08:02 Self Promotional Listicles Risk
11:11 Informational Keywords Spike
12:20 Wrap Up and Next Steps
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #seo #growthhacking #saasmarketing

E1065: Kalin Karakehayov owns more than 200,000 domains and operates a portfolio of roughly 30,000 websites.
In this episode, Kalin explains how the domain industry actually works, why expired domains can be worth millions to the right buyer, and what most SEO professionals misunderstand about backlinks, authority, and ranking websites.
We discuss how domains are acquired, how aged domains are evaluated, the economics behind large domain portfolios, and why some businesses are built entirely around acquiring and monetizing internet real estate.
Kalin also shares stories from nearly two decades in SEO, including a domain purchased for $30 that generated $150,000, a domain acquired for $10,000 and sold for $140,000, and examples of buyers generating millions of dollars in value from domains purchased for only a few hundred dollars.
Later in the conversation, we explore the relationship between chess, decision making, performance, and business. Kalin was an International Master in chess before entering the domain industry, and he explains why many of the skills that make someone successful in chess don't necessarily transfer to entrepreneurship.
Topics discussed:
- Owning and managing more than 200,000 domains
- How expired domains are discovered and acquired
- Why aged domains can outperform new domains
- What makes a domain valuable
- How backlinks influence rankings today
- Whether backlinks matter less in the AI era
- Private Blog Networks (PBNs) and how they've changed
- Common mistakes people make when buying domains
- How SEO has evolved over the last 20 years
- The economics of link building
- Why some domains sell for six figures
- The role of brand searches and authority signals
- Local SEO vs SaaS SEO
- Ranking websites in highly competitive industries
- Domain auctions and domain investing
- How large domain portfolios are built
- Google indexing and ranking behavior
- Why some websites rank while others don't
- Chess, performance, and decision making
- Building an eight-figure asset portfolio
About Kalin Karakehayov:
Kalin Karakehayov is the founder of a large domain portfolio company that owns more than 200,000 domains. His company specializes in expired domains, domain acquisition, domain valuation, and serving businesses that rely on organic search traffic. Before entering the domain industry, Kalin earned the title of International Master in chess.
Subscribe for more conversations with founders, operators, investors, and unconventional thinkers building businesses on the internet.
⭐️ Kalin Karakehayov on 𝕏 - https://x.com/Karakehayov
⭐️ Kalin Karakehayov on LinkedIn - https://www.linkedin.com/in/karakehayov
⭐️ Kalin Karakehayov on Instagram - https://www.instagram.com/kalin.karakehayov/
⭐️ Kalin Karakehayov on Facebook - https://www.facebook.com/karakehayov
⭐️ SEO.Domains (domains and backlinks) - https://seo.domains
⭐️ GigaLinks (AI SEO and citations) - https://gigalinks.com
⭐️ SEO.BO (SEO agency) - https://seo.bo
⭐️ I Grow Younger - https://i.gy
⭐️ I Grow Younger on YouTube - https://youtube.com/@growyounger
💎 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 200K Domains Shock
01:02 SEO as Plunder
03:02 AI Website Factory
04:42 $500 Domain to $1M Lead
09:33 Restoring Aged Domains Safely
12:45 Churn and Burn iGaming Tactics
15:44 Aged vs New Domains
23:16 How Domain Catching Works
25:51 Buying Checklist and Indexing
29:21 Google Randomness and Sandbox
34:11 Best Deals and Crazy ROI
41:18 What Makes Domains Undervalued
45:01 Chess Lessons for Business
47:45 Chess as Athletic Performance
48:29 Mindset Hacks and Mantras
51:04 Why Chess Skills Mislead
55:13 Backlinks in Modern SEO
58:23 Gray Hat Economics Explained
01:03:36 PBN Evolution and Costs
01:07:00 PBN Mistakes to Avoid
01:10:35 Mundane SEO Pitfalls
01:18:40 Negative SEO Reality Check
01:25:08 AI Search and SEO Future
01:31:33 Rapid Fire Questions and Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #blackhatseo #seo #privateblognetwork

E1064: Most business owners think their niche is too competitive for SEO.
It's not.
I explain why most people completely misjudge competition, why keyword difficulty scores are misleading, and how bottom-of-funnel SEO is still wide open - even in 2026.
Top-of-funnel informational SEO has taken a major hit. Click-through rates have dropped. AI overviews are reducing traffic. Ranking #1 doesn't mean what it used to mean.
But high-intent SEO is different.
If you sell a product or service, there is still enormous opportunity - and most of your competitors are not optimizing properly.
I break down:
- Why your niche is probably not as competitive as you think
- The mistake of relying on keyword difficulty scores
- How to actually evaluate competition by looking at the SERPs
- Why relevance matters more than most people realize
- The exact on-page placements that influence rankings (page title, URL, H1, first sentence)
- Why overusing your keyword can hurt you
- How to use keyword variants to rank for more terms with less effort
- Why bottom-of-funnel, high-intent SEO is still a blue ocean
- How to find longer-tail keywords that are easier to rank for and bring qualified traffic
Most businesses emailing me don't have an authority problem. They don't have penalties. 
They don't have technical blockers.
They have a relevance problem.
And they don't know how to evaluate real competition.
This episode walks through how to fix that.
⭐️ Update: AI Overviews Reduce Clicks by 58% - https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/
💎 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 Why Competitors Aren't Scary
00:22 Stop Trusting Keyword Difficulty
01:02 Top of Funnel SEO Is Crushed
02:15 Bottom of Funnel SEO Blue Ocean
02:48 Check for Real Ranking Blockers
03:57 Relevance Beats Authority
04:28 Avoid Over Optimization
06:05 Three Mistakes and Fixes
08:52 Find and Target High-Intent Keywords
10:03 Final Outro and Thanks
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#bottomoffunnelseo #informationalseo #searchengineoptimization #seo

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 site, this episode will change how you think about SEO.
What we cover:
- Why "discovered, not indexed" is a bigger problem than "crawled, not indexed"
- Why adding more internal links doesn't automatically improve indexation
- How Google's crawl pools actually work
- Why pruning pages rarely fixes indexing issues
- The role of the URL slug in determining whether a page gets crawled
- How topical authority influences whether a product page is worth indexing
- Why homepage backlinks don't help deep product pages as much as you think
- How hub pages can bypass traditional site hierarchy
- When to include keywords in subfolders vs. slugs
- Why some large sites perform well with only 40% of pages indexed
- What happens when authority "tightens" across your site
- How to decide which product pages actually need to rank
- The first three things to check when auditing a 1M+ product site
- The real difference between crawl efficiency and authority shaping
- How blog content can directly support deep product tiers
We also discuss:
- Whether AI-generated product content hurts indexing
- Why XML sitemaps do not solve indexation problems
- The difference between semantic ranking and topical authority
- Why step-by-step traffic decline often signals authority loss, not penalties
If you operate a large ecommerce site, this episode will help you think beyond crawl budget and start focusing on the pages that actually matter.
Drop your questions in the comments. We read them and often turn them into future episodes.
(And congratulations to friend of the podcast, Harpreet Singh, on his baby boy!)
⭐️ 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/
🚀 Learn SEO for free - https://freeseoknowledge.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 Indexing Crisis Setup
01:07 Google Tightens Authority
03:36 Crawl Pools Explained
05:03 Why Pruning Fails
06:17 Authority Shaping Model
08:40 Build Traffic Tiers
11:05 Slugs vs Folders SEO
20:07 Saved Search Hub Pages
22:01 Facets Parameters Strategy
22:55 Links to Deep Pages
30:16 Bypass Folder Layers
33:50 Root Pages Folder Names
36:19 URL Hierarchy for SEO
38:30 Redundancy and Slugs
46:48 Clicks and Authority Flow
47:43 Auditing a Massive Site
51:20 Google Authority Tightening
58:49 AI Content and Labels
01:02:33 LLMs and SEO Advice
01:05:24 Indexing Decision and Wrap
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#ecommerce #searchengineoptimization #seo #dropshipping

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
- How to think about links in a way that avoids spam tactics
- What runs out quickly vs. what scales over time
- A simple question to filter good link ideas from bad ones: would this link still make sense if Google didn't exist?
The 5 methods (ranked):
- Adjacent niche outreach (complementary businesses, same audience, not competitors)
- Competitor backlink gap (find sites that link to competitors but not you)
- Niche blog outreach (contextual placements, but you must vet sites carefully)
- Partner/supplier/customer mentions (real relationships, natural links)
- Agency-to-agency link swaps (rare, but works when relationships exist)
Examples mentioned:
- Roofing company swapping links with a gutter installer (same homeowner, not competitors)
- Directory and listing opportunities discovered through competitor backlink profiles
- Guest contributions on niche sites that have real organic traffic
- Vendors or partners featuring you in customer stories or recommended tools pages
Key cautions covered:
- Don't publish on sites that exist only to sell links
- Check for real organic traffic and whether it's stable or increasing
- Expect low reply rates in outreach, and plan for it
- Some methods are high quality but limited by how many real relationships you have
- Look for relevance
⭐️ 5 link building methods ranked by how well they actually work - https://www.reddit.com/r/linkbuilding/comments/1tgeomv/5_link_building_methods_ranked_by_how_well_they/
⭐️ Episode 1001 - Guest Blogging Is DEAD for SEO (According to Google) - https://www.youtube.com/watch?v=StrGzJ_05qY
⭐️ Episode 1037 - How One Simple Website Got 384,000 Backlinks (Linkable Assets Explained) - https://www.youtube.com/watch?v=-1Q5HHatvoc
⭐️ The AI System to Find Relevant Journalists, Land Coverage, and Earn Ongoing High-Authority Backlinks - https://edwardsturm.com/articles/articles_ai-system-find-journalists-earn-high-authority-backlinks/
💎 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 Why Link Building Fails
00:17 Reddit List Overview
00:53 Adjacent Niche Outreach
02:06 Competitor Backlink Gap
02:46 Niche Blog Outreach
04:20 Pitch Journalists Instead
05:31 Partner Supplier Mentions
06:40 Agency Link Swaps
07:33 Relevance Beats Authority
08:13 Linkable Assets Resource
09:50 Final Thoughts
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#linkbuilding #backlinks #searchengineoptimization #seo