The Edward Show

E1123: Claude shared conversations were appearing in Google, Bing, and other search engines, exposing information that users may never have expected to become publicly searchable.
The problem was not caused by a complicated search engine failure. It came down to a basic technical SEO mistake: the shared pages were accessible to search engines without the correct indexing controls in place.
In this episode, I break down what happened, why the reporting around the story created additional confusion, and what the incident shows about the importance of involving experienced SEOs in product and website decisions.
Topics covered:
- How Claude shared chat URLs became publicly searchable
- The types of sensitive information reportedly found in indexed conversations
- Why a public URL can be discovered even when users think it is only being shared with one person
- Why robots.txt does not guarantee that a URL will stay out of search results
- How a noindex directive works
- Why blocking a page in robots.txt can prevent search engines from seeing its noindex directive
- The mistake Anthropic made when handling Claude shared pages
- The incorrect SEO advice included in some reporting about the incident
- What Google's documentation says about robots.txt and noindex
- Why search engines are not responsible for deciding which website pages should remain private
- How website owners can control which pages are crawled, indexed, and displayed in search results
- Why sensitive pages should be protected at the product and technical level
- How ChatGPT shared conversations created a similar indexing problem in 2025
- How SEOs used indexed AI-generated pages for parasite SEO
- Why some old Claude Artifact pages may still appear in Google
- What this incident reveals about the continued importance of technical SEO
A key distinction discussed in the episode is the difference between crawling and indexing.
A robots.txt rule can prevent a search engine from crawling a page, but it does not necessarily prevent the page's URL from appearing in search results. If Google discovers the URL through links or other sources, it may still index the URL without being able to read the page.
A noindex directive tells a search engine not to include a page in its index. However, the crawler must be able to access the page to see that directive. When a page is blocked through robots.txt, the crawler may never see the noindex instruction.
This is why combining a robots.txt block with an on-page noindex directive can create problems. The crawler is blocked before it can read the instruction telling it not to index the page.
The broader lesson is straightforward:
- Decide which pages should be public
- Decide which pages should appear in search engines
- Do not assume that an unlisted URL is private
- Use the correct technical controls
- Test how search engines can access sensitive page types
- Include SEO specialists when building sharing, publishing, and privacy features
- Remove sensitive information at the source instead of relying only on search engine directives
SEO is not only about increasing rankings or generating traffic. It also includes controlling what search engines can discover, crawl, index, and display.
When those controls are handled incorrectly, the result can be a privacy problem, a security problem, and a reputational problem.
⭐️ Om Patel's Claude post - https://x.com/om_patel5/status/2081218866839966116 
⭐️ What excites you in SEO - https://x.com/edwardeachday/status/2083151456685769104 
⭐️ Barry Schwartz writeup - https://searchengineland.com/google-indexed-claude-chats-because-anthropic-didnt-block-your-private-chats-from-search-engines-483748 
⭐️ Google's robots.txt instructions - https://support.google.com/webmasters/answer/7489871 
⭐️ Ep 757 - Google Is Indexing ChatGPT Conversations?! Huge SEO Opportunity (And Risks) - https://www.youtube.com/watch?v=1LfNTcTJ86M 
⭐️ Ep 788 - Rank #1 on Google in 5 Hours with Claude Artifacts (AI Parasite SEO) - https://youtu.be/nYOYNPtjS5g 
💎 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 Claude Share Leak
01:02 SEO World Reacts
01:44 What Wired Missed
04:00 Robots.txt Disallow vs Noindex
05:34 Google Policies Explained
06:46 ChatGPT Repeat Mistake
08:21 Claude Artifacts Still Indexed
10:07 Wrap Up and Thanks
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#seo #searchengineoptimization #digitalmarketing #anthropic

E1122: What does an SEO actually do every day?
The answer depends on the stage of the website. The work required for a brand-new site is very different from the work required for a site that already ranks, generates revenue, or has an established presence in its market.
I break down the day-to-day responsibilities of an SEO across three stages:
- A brand-new website
- A website that is already ranking
- A large, established website
For a new site, an SEO often has to handle nearly everything. That includes planning the site structure, researching keywords, creating pages, building links, checking technical issues, and making sure the website is designed to grow.
For a ranking site, the focus begins to change. You have real search data, existing authority, and pages that can be improved. Your work becomes more focused on expanding rankings, fixing keyword cannibalization, improving declining pages, and using internal links to support more competitive keywords.
For an established site, SEO becomes a combination of strategy, prioritization, management, and quality control. You may be working with thousands of keywords, multiple departments, outside agencies, technical teams, content marketers, and public relations teams.
You will learn:
- How to plan the information architecture of a new website
- How keyword research should influence subfolders and site structure
- Why every important page should be connected through internal links
- How to avoid creating orphan pages
- How to study competitors without copying their mistakes
- Why branding, trust, user experience, and SEO are connected
- How poor pop-ups and usability problems can hurt search performance
- Why new websites should start with less competitive keywords
- How top-of-funnel pages can support more valuable commercial pages
- Why link building often takes up most of an SEO's time on a new site
- How to earn links that also produce referral traffic and brand awareness
- Why direct traffic and branded searches matter
- How to check whether a website is crawlable and indexable
- How to use Google Search Console and Screaming Frog
- Why you should track keywords, tests, changes, and results
- How video and other platforms can rank for your target searches
- How SEO work changes once a website starts making money
- How to find keyword opportunities within your existing rankings
- How to use ranking pages to support more competitive pages
- What keyword cannibalization is and how to reduce it
- Why a ranking website should not depend entirely on SEO
- How SEO can support social media, public relations, sponsorships, and other marketing
- How to get more value from sponsorships than a single backlink
- Why technical problems become more common as a website grows
- How staging sites, robots.txt rules, plugins, and noindex tags can cause ranking problems
- How to identify and update pages that are losing traffic
- When a website is ready to target larger and more competitive keywords
- How SEO changes when you are managing an established website
- Why content pruning becomes important
- How to prioritize thousands of possible keyword opportunities
- How to cover the top, middle, and bottom of the search funnel
- How to expand into an adjacent topic without losing topical focus
- Why large websites often accumulate thin, duplicate, or unnecessary pages
- How programmatic and AI-generated pages can create indexing problems
- Why established companies often pay for SEO tools they do not need
- How large brands compete for the highest-volume keywords
- Why established-site SEO is a balance between fixing problems and finding new opportunities
The main lesson is that there is no single daily SEO checklist that applies to every website.
Your priorities should change as the site grows.
A new site needs structure, research, content, links, and technical foundations.
A ranking site needs optimization, internal linking, updates, testing, and marketing beyond search.
An established site needs prioritization, management, technical oversight, content cleanup, and a plan for competing for the most valuable keywords in its market.
⭐️ Ep 1120 - You Don't Need 1,000 Backlinks to Rank on Google (Here's What Actually Works) - https://youtu.be/8dwPZu9rjt8 
⭐️ Ep 1104 - The 1-Hour SEO Update That Makes Your Best Pages Rank for More Keywords - https://youtu.be/GmsAuotHGso 
⭐️ Ep 1030 - Keyword Cannibalization: Why Your SEO Pages Compete (And How to Fix It) - https://youtu.be/n3jrXrau6kE 
⭐️ Ep 1012 - How IBM Took Over "AI" Keywords on Google (And What You Can Steal) - https://youtu.be/NwJk9HN-TOI 
💎 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 What SEOs Do Daily
00:43 New Site All Hats
03:06 Keyword Research Strategy
03:58 Link Building Grind
05:06 Tech Checks Tracking
06:13 Ranking Site Growth
07:18 Diversify Marketing PR
09:54 Fix Declines Scale Up
10:37 Established Site Management
12:43 Biggest Keywords Stunts
13:43 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#seo #searchengineoptimization #digitalmarketing #linkbuilding

E1121: There is no permanent #1 ranking in AI search.
Koray Tuğberk GÜBÜR and Charles Floate join the show to explain why Google's results are becoming less fixed, more variable, and harder to measure with traditional rank tracking. They break down what is changing across Google Search, AI Overviews, AI Mode, ChatGPT, Gemini, and other answer engines - and what they are changing in their own SEO strategies.
The conversation goes beyond predictions. Koray and Charles share case studies, technical explanations, black-hat observations, and practical frameworks drawn from years of testing Google.
In this episode:
- Why AI search results are probabilistic - and why "position #1" no longer tells the full story
- How rankings can change throughout the day, even when tracking tools report a stable average position
- Why Google appears less tolerant of outdated content and large-scale AI publishing
- The authority site that published more than 2,000 AI articles in one day and reportedly lost around 70% of its traffic
- Why freshness depends on the query, and how Google may compare previous versions of a page
- How Google's need for fresh sources in AI Overviews and AI Mode may be changing traditional search
- Why Charles no longer wants to build the same "niche expert" content sites he built six or eight years ago
- How one parasite page reached page one for a competitive finance query within three hours
- Koray's $200, single-page site that grew from five clicks to 8,000 Google clicks per day without changing its content
- What "visual semantics" means and why page layout, buttons, product grids, upload fields, and other functional elements may affect how Google classifies a page
- Why Koray believes the Helpful Content Update would be more accurately described as a "functional content" update
- Why a useful article may still struggle if the site does not clearly provide a product, service, tool, or other function
- How to decide whether a query deserves its own page, a heading, or only a sentence
- Why topical maps must be reviewed as Google changes query intent and semantic relationships
- How topical focus, exact-match domains, expired domains, links, and click data work together
- Why there is no single SEO silver bullet - and why content, links, technical SEO, entities, user behavior, and page function must support each other
- How click satisfaction differs by query, and why a longer visit is not always a better signal
- Why links and brand mentions serve different purposes when ranking pages, companies, products, and people
- How Koray and Charles are using satellite sites, content distribution, and mentions to influence AI recommendations
- What each guest would do with a fresh domain, $10,000, and six months to generate revenue
- Which parasite platforms may work for B2B, local, B2C, and other markets
- One SEO action listeners can implement this week that could affect rankings within 90 days
This episode examines how Google evaluates pages, how AI systems retrieve and describe brands, and why tactics from traditional search cannot simply be copied into AI search.
Subscribe for more conversations about SEO, Google, AI search, content, and backlinks.
⭐️ Koray Tuğberk GÜBÜR's website - https://www.holisticseo.digital/ 
⭐️ Koray Tuğberk GÜBÜR on LinkedIn - https://www.linkedin.com/in/koray-tugberk-gubur/ 
⭐️ Koray Tuğberk GÜBÜR on 𝕏 - https://x.com/KorayGubur 
⭐️ Koray Tuğberk GÜBÜR on YouTube - https://www.youtube.com/@TopicalAuthority 
⭐️ Koray Tuğberk GÜBÜR on Facebook - https://www.facebook.com/koraytugberk.gubur.948/ 
⭐️ Koray Tuğberk GÜBÜR on Medium - https://medium.com/@ktgubur 
⭐️ Charles Floate on 𝕏 - https://x.com/Charles_SEO 
⭐️ Charles Floate on LinkedIn - https://www.linkedin.com/in/charlesfloate/ 
⭐️ Charles Floate on YouTube - https://www.youtube.com/@CharlesFloate 
⭐️ Charles Floate on Facebook - https://facebook.com/thecharlesfloate 
💎 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 Meet Koray and Charles
00:22 Koray's SEO Origin Story
01:36 Topical Authority Breakthrough
02:30 Semantics vs Systems
04:56 What's Working in SEO
06:15 Google Gets Less Tolerant
09:07 Freshness and Historical Data
12:39 Charles' $250K SEO Lesson
15:35 Koray's Cost of Retrieval
16:24 Visual Semantics Case Study
20:19 SEO Myths and Schema
24:09 Entity Stacking Frameworks
28:09 Core Updates and Embeddings
31:05 Topical Maps Explained
36:11 Function Over Content
37:29 Visual Product Mimicry
40:02 Fake Collections That Rank
42:11 Helpful Content Misnomer
44:53 Agents For Visual Actions
46:05 Clicks And RankLab
48:02 Engagement And Satisfaction
50:38 AI Results Are Probabilistic
54:20 Liquid SERPs And Duration
55:48 AI SEO Tactics
01:00:04 Parasite SEO Playbook
01:08:12 Mentions Versus Backlinks
01:13:28 One Tactic This Week
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#seo #searchengineoptimization #blackhatseo #technicalseo

E1120: Your competitors may have 500 to 1,000 backlinks while your site has only a handful. That does not automatically mean you need hundreds of links to compete.
I break down a popular SEO subreddit discussion about how to build backlinks today. I review the strongest comments, explain which advice is useful, and show why relevance, real traffic, relationships, and search intent often matter more than the total number of links pointing to a site.
You'll learn:
- Not doing any link building to get backlinks
- The debate on PBNs
- When buying backlinks can create risk
- Why cold outreach and guest posting work, but require time and consistency
- How businesses earn links through podcasts, niche publications, partnerships, sponsorships, and digital PR
- Why a relevant link that sends real visitors can be more valuable than a high-metric link that gets no traffic
- How to evaluate a website before asking for a backlink from it
- Why you should check traffic history, ranking keywords, indexing, and sharp traffic declines
- How original stock photos can attract natural backlinks with little or no outreach
- How reverse image search can uncover websites using your images without attribution
- Why brand mentions may still help Google understand your business, even when there is no link
- How answering one journalist request per day can lead to strong editorial mentions and backlinks
- Why industry events and business relationships can produce users, press, partnerships, and links at the same time
- How hosting or appearing on podcasts can help you build relationships with people in your market
- Why three highly relevant links may sometimes be more useful than hundreds of weak or unrelated links
- How under-targeted, high-intent keywords can help a lower-authority site compete with larger websites
The main point is simple: do not measure your backlink strategy only by quantity.
A good backlink should make sense for the business. Ideally, it should appear on an indexed page, come from a relevant source, support your reputation, and send interested people to your site. Links created only to manipulate rankings are easier to identify as spam and less useful to a real business.
I also explain why link building should not be separated from marketing. Useful content, expert commentary, podcast appearances, earned media, partnerships, events, and sponsorships can all generate links while also building awareness and bringing potential customers to your website.
⭐️ The Reddit thread - https://www.reddit.com/r/SEO/comments/1v2qkjz/how_do_you_get_backlinks/ 
⭐️ Ep 1092 - The Digital PR Playbook That Earns High-Authority Links (Most SEOs Never Learn) - https://www.youtube.com/watch?v=prWLsQNMHqo 
⭐️ Ep 1116 - James Dooley Episode - https://youtu.be/EOkrLkKNDrY 
⭐️ Ep 1111 - Why Red Bull Ranks for Everything: The SEO Power of Viral Marketing and Sponsorships - https://youtu.be/lmPBNIDwIks 
⭐️ How to Get On Podcasts as a Guest in 2026: The Easy Way - https://edwardsturm.com/articles/get-on-podcasts-as-guest-2026/ 
⭐️ How I Produce Guest Podcasts in 90 Minutes (That Help Me Rank in Google) - https://edwardsturm.com/articles/how-i-produce-guest-podcasts-in-90-minutes/ 
⭐️ https://aipodcastmatcher.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 Reddit Backlink Question
01:12 Four Link Methods
01:53 Guest Posts Deep Dive
02:28 PBNs And Buying Links
02:57 PR And Podcast Links
05:17 Evaluating Link Quality
07:23 Stock Photo Link Hack
09:07 Digital PR And Mentions
10:57 Earned Media Examples
12:20 Journalist Quotes Daily
13:07 Partnerships And Hosting
14:42 Relevance Beats Backlinks
16:27 Wrapping
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#seo #linkbuilding #searchengineoptimization #backlinks

E1119: Most ecommerce brands assume they need more traffic. But sometimes the real problem is the product page.
I sit down with James Backenstone from Build Grow Scale as we screenshare and tear apart real ecommerce product pages while explaining why some pages convert while others lose the sale.
James has spent 10 years studying customer behavior, working with more than 100 brands, and reviewing stores ranging from startups to eight- and nine-figure businesses. Across Build Grow Scale's work, the team has managed roughly $1 billion in ecommerce revenue.
We look at the good, the bad, and the confusing across subscription and one-time-purchase product pages. James explains what he would change, what he would test, and which details can quietly cause a customer to leave.
You'll learn:
- The three questions a product page should answer before a visitor scrolls
- What belongs above the fold on desktop and mobile
- Why a vague product title can hurt both conversions and SEO
- How clutter, unclear selections, broken-looking buttons, and unnecessary popups create friction
- Why benefits and key product details should appear before secondary offers
- Where to place reviews, star ratings, testimonials, and customer photos
- Why real reviews often look more trustworthy than a page filled with perfect five-star ratings
- How to build a clear subscription and one-time-purchase section
- When a sticky add-to-cart button is worth testing
- How to order product images, ingredient details, dosage information, videos, and customer content
- Why captions should be added to product videos
- How large video files can slow down a Shopify store
- When comparison charts help customers understand why your product is different
- Why brand-focused numbers can matter less than customer-focused proof
- How to use customer objections to decide what information belongs on the page
- Why "clarity trumps persuasion" when someone is deciding whether to buy
James also explains how his team combines Shopify server-side data, Google Analytics, Google Tag Manager, and Microsoft Clarity to study behavior across a store. They use Claude to compare the data, find repeated patterns, and create a testing plan instead of relying on a single analytics platform.
We also discuss:
- Microsoft Clarity heatmaps and scroll tracking
- Intelligems and VWO for A/B testing
- Matching landing-page language to the ad or search that brought the visitor in
- Exit-intent offers and timing popups based on average time on page
- AI customer support that clearly identifies itself and transfers difficult questions to a human
- Why every page change should be tested on real users rather than judged only by appearance
The main lesson is simple: traffic cannot fix a product page that fails to explain what the product is, what problem it solves, and why the customer should buy it from you.
Subscribe for daily episodes on SEO, AI, ecommerce, marketing, and building businesses online.
⭐️ Build Grow Scale - https://buildgrowscale.com/ 
⭐️ AI Powered Store Audit - https://buildgrowscale.com/bgs-intelligence-snapshot 
⭐️ James Backenstone on LinkedIn - https://www.linkedin.com/in/james-backenstose-839048206/ 
💎 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 Product Page Teardowns Intro
00:35 Meet James and BGS
03:38 Why CRO Principles Matter
06:03 Mystery Tackle Box Audit
12:21 Clarity Over Cleverness
19:33 Reviews and Credibility
29:15 Heatmaps and AI Analysis
33:08 Pet Supplement Page Done Right
37:52 Mobile Sticky Add to Cart
41:00 Images and Made in USA Trust
44:35 Captions For Product Videos
46:26 Buy Box Breakdown
50:47 Sticky Layout Idea
52:01 UGC Testimonials And Hosting
01:02:04 AI Chat And Exit Intent
01:08:11 Cut Redundant Sections
01:12:45 Comparison Charts And Reviews
01:19:26 Conversion Summary And Wrap
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#conversionrateoptimization #ecommerce #seo #searchengineoptimization