The Edward Show

E1095: Most businesses think they need more SEO traffic.
But if the page does not convert, more traffic just means more wasted visitors.
I talk with Irwin Hau, founder of Chromatix and ConversionCow, about why SEO pages, landing pages, homepages, service pages, and blog posts fail to turn visitors into leads.
Irwin has audited close to 70,000 websites over 17 years. After seeing that many pages, he has noticed the same problems show up again and again.
We talk about:
- Why ranking on Google is only half the battle
- What happens after someone clicks from SEO
- The four questions every page needs to answer
- Why people do not trust most landing pages
- How weak calls to action kill conversions
- The "one, two, three" CTA framework Irwin uses
- Why every frame of the page should have a clear next step
- How to make CTAs visible without making the page feel too aggressive
- Why a phone number in the top right still matters for many businesses
- Why broken forms and wrong click-to-call numbers cost businesses leads
- The form fields Irwin recommends for service businesses
- Why businesses should test their own forms every month
- How to turn blog traffic into leads
- Why tools, calculators, PDFs, videos, and quizzes can make SEO pages convert better
- Why proof density matters
- How testimonials, case studies, awards, certifications, and real photos build trust
- Why AI-looking images can hurt trust
- Why overly polished content can feel less believable
- How bad SEO pages create poor user signals
- Why satisfying search intent above the fold is so important
- How clutter hurts conversions
- Why some pages need less content, not more
- How one-page UX changes can increase leads
- Why mega menus can help B2C and service websites when used correctly
- Why people should improve pages that already rank before chasing more traffic
We also get into the connection between SEO, user signals, trust, and conversion.
If someone lands on your page from Google and immediately goes back to the search results, that is not just a conversion problem. It can become an SEO problem too.
The goal is not just to get the click.
The goal is to make the person understand who you are, what you do, why they should trust you, and how they can take the next step.
This episode is for SEOs, business owners, agencies, SaaS companies, local businesses, and anyone getting traffic that is not turning into leads.
⭐️ Irwin Hau on LinkedIn - https://www.linkedin.com/in/irwinhau/ 
⭐️ Irwin Hau's agency, Chromatix - https://www.chromatix.com.au/ 
⭐️ Irwin Hau's tool, ConversionCow - https://www.conversioncow.com/ 
⭐️ Irwin Hau's website - https://irwinhau.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 Meet Erwin the Auditor
03:22 Four Conversion Questions
05:44 Heart Head Hands Framework
07:41 Move Readers Down Funnel
09:25 Lead Magnets That Work
11:41 Popups and Chat Widgets
14:41 CTA Count and Placement
19:03 Common Conversion Mistakes
22:41 Test Your Own Website
25:47 Case Studies and Patterns
29:32 Menus and UX Clarity
35:34 Trust Signals for SEO Pages
38:19 How To Lose Trust
38:43 Above The Fold Selling
40:55 Four Writing Modes
41:47 TLDR For Search Intent
43:13 Interactive Content Tools
46:16 Update Winners Only
47:53 Mount AI User Signals
51:11 Authenticity Beats Perfect
53:36 Testimonials Timing Tips
01:00:59 H1 Versus Benefit Line
01:03:40 Above Fold By Business
01:08:00 Ecommerce Page Structure
01:14:10 Keyword Stuffing Reality
01:17:16 Post Purchase Feedback
01:18:22 Ten Minute Website Audit
01:23:34 Wrap Up And Where To Find
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#conversionrateoptimization #searchengineoptimization #seo #uiux

E1094: I talk with Léo Poitevin, an SEO who spent years in iGaming, CBD, and some of the most competitive search niches online.
Léo has been testing how to influence ChatGPT recommendations, AI search visibility, and traditional Google rankings using tactics that come from aggressive affiliate SEO.
We get into how SEOs are using third-party listicles, backlinks, Reddit, review pages, and brand mentions to influence what ChatGPT recommends when someone asks for the best company, product, or service in a category.
This is a very tactical episode on where SEO and AI recommendations overlap.
We talk about:
- How Léo went from iGaming SEO to running his own agency
- Why competitive niches like gambling and CBD produce aggressive SEO tactics
- How external "best of" listicles can influence ChatGPT recommendations
- Why ranking on Google still matters for AI visibility
- How ChatGPT may use Google results, query fan-outs, and source consensus
- What makes a third-party listicle more likely to get picked up by AI
- Why putting your client number one everywhere may start looking suspicious
- How Claude and other AI tools may filter out obvious SEO spam
- Why linking out to competitors may make a listicle look more trustworthy
- How Reddit is becoming more important for AI recommendations
- Why Reddit manipulation is harder than most SEOs think
- The risks of buying Reddit comments, upvotes, and aged accounts
- Why Trustpilot and reputation signals can override SEO manipulation
- How ChatGPT checks reviews before recommending a brand
- Why some brands get mentioned by AI even when others rank higher
- Whether AI tools actually follow links or just keep doing query fan-outs
- Why "too much SEO" can make a site, page, or brand look less trustworthy
- The difference between manipulating rankings and building a real brand
- Whether white hat or gray hat SEO can still work in iGaming and CBD
- Why long-term brand building may be the strongest SEO strategy
Léo also shares how he thinks about buying placements, choosing sites for listicles, structuring comparison pages, using backlink marketplaces, and testing what AI tools actually pick up.

⭐️ Léo Poitevin on LinkedIn - https://www.linkedin.com/in/leo-poitevin/ 
⭐️ Léo Poitevin on 𝕏 - https://x.com/LeoPoitevin 
⭐️ Léo Poitevin's agency, Astrak - https://astrak.agency/ 
⭐️ Léo Poitevin's backlink marketplace, Linkavista - https://linkavista.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 Meet Léo Poitevin
01:57 From Black Hat to AI Influence
02:46 Listicles That Shape ChatGPT
05:46 Buying Listicle Placements
08:14 Picking Sites and Metrics
10:30 Writing Listicles Without Spam
15:33 Titles H1s and Structure
25:27 Reddit Manipulation Reality
29:35 Buying Comments and Subreddits
33:07 Too Much SEO and Brand Trust
35:46 Multi Channel SEO Signals
37:12 Helpful Content Update Fallout
39:51 Branding Beats Manipulation
40:57 White Hat Pages That Last
44:29 SEO in Regulated Niches
48:28 How AI Picks Winners
54:14 Trustpilot Reputation Battles
58:37 Customer Support as Growth Hack
01:02:24 iGaming Spam Tactic Patched
01:05:43 Backlink Strategy Playbook
01:09:23 Agency Focus and Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#generativeengineoptimization #answerengineoptimization #searchengineoptimization #blackhatseo

E1093: Fake DMCA takedowns are becoming one of the scariest forms of negative SEO in Google Search.
I break down how fraudulent copyright complaints are being used to remove legitimate pages from Google, why original publishers are getting hit, and why the counter-notice process can still leave your content out of search results for days, weeks, or even months.
Search Engine Roundtable, Press Gazette, Search Engine Land, Moz, and others have all covered or experienced versions of this problem. Google has even sued over weaponized DMCA abuse before, but the issue still appears to be growing.
I cover:
- How fake DMCA takedowns can remove real pages from Google Search
- Why this has become a serious negative SEO problem
- What happens when someone copies your content, files a DMCA claim, and gets your original page removed
- Why Google Search Console may not show every DMCA issue affecting your site
- How multiple DMCA complaints can compound and keep URLs out of Google for longer
- Why publishers, affiliates, and commercial sites are especially vulnerable
- The Search Engine Roundtable coverage from Barry Schwartz
- Charles Floate's warning about DMCA negative SEO
- Why launches are especially exposed to this kind of attack
- What to do if you receive a DMCA removal notice from Google
- Why you should file a counter-notice quickly
- Why this problem may eventually lead to lawsuits, regulatory pressure, or forced changes at Google
The scary part is that this can hit right when a page is ranking, right when a site is making money, or right when a launch is happening.
If your business depends on Google Search traffic, you need to know how this works.
And thank you to Gagan Ghotra for sharing the Search Engine Roundtable article with me.
⭐️ Fraudulent DMCA Takedowns Wreak Havoc In Google Search - https://www.seroundtable.com/fake-dmca-takedowns-google-search-41596.html 
⭐️ Pedro Dias - https://www.linkedin.com/feed/update/urn:li:activity:7472951071397732353/ 
⭐️ Charles Floate - An Engineer Told Me Google KNOWS About This... But Said They Can't Stop It!!! - https://x.com/Charles_SEO/status/2055067488124354605 
💎 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 DMCA Takedown Crisis
00:36 How Google Got Here
01:34 Lawsuits and AI Scams
02:53 Press Gazette Example
04:13 Real World Damage
04:55 Negative SEO Playbook
06:11 Google Knows But Won't Fix
07:10 What Happens Next
07:52 What To Do Now
08:32 Sign Off
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#negativeseo #blackhatseo #searchengineoptimization #seo

E1092: Digital PR has become one of the most effective ways to build authority, earn high-quality backlinks, and strengthen your brand across both Google Search and AI search.
In this episode, Aashish Khakhar breaks down the exact process his agency uses to consistently earn links from major publications. Instead of vague advice, he walks through every stage of a campaign - from coming up with ideas that journalists actually care about to building media lists, writing pitches, sending outreach, and measuring results.
We also discuss where AI helps, where it hurts, why surveys continue to outperform most linkable assets, and how digital PR fits into modern SEO.
Topics covered:
- The difference between reactive PR and proactive (active) digital PR
- Which approach is best for beginners and small businesses
- How to find journalists that are likely to cover your story
- Building media lists with Muck Rack and Hunter
- Structuring outreach emails that actually get opened
- Subject line strategies that improve open rates
- How BuzzStream fits into large-scale outreach campaigns
- Email warm-up and deliverability best practices
- Why personalization still beats AI-generated outreach
- Creating surveys that naturally attract backlinks
- Using data studies and infographics as linkable assets
- A case study that earned links from major publications
- How internal linking amplifies the value of digital PR campaigns
- Why anchor text matters more than many SEOs realize
- Reverse engineering competitors' digital PR campaigns
- Combining reactive PR opportunities with proactive campaigns
- Whether press releases still provide SEO and AI visibility benefits
- How digital PR contributes to brand authority and entity building
- The role of brand mentions with and without backlinks
- How AI is changing journalism, outreach, and digital PR
- Common mistakes agencies make when running digital PR campaigns
- The workflows Aashish's team uses to run campaigns efficiently
- How he approaches topic ideation for campaigns that have the best chance of earning coverage
- Why surveys continue to generate some of the strongest results in digital PR
Whether you're an SEO, agency owner, consultant, or business owner trying to earn stronger links without relying on traditional outreach, this episode offers a practical look at how modern digital PR campaigns are planned and executed.
Subscribe for daily conversations about SEO, AI search, Google, content marketing, and the strategies that are working today.
⭐️ Aashish Khakhar on LinkedIn - https://www.linkedin.com/in/aashishkhakhar/ 
⭐️ Aashish Khakhar's agency - https://healthsparkpr.com/ 
⭐️ Aashish Khakhar's work example: Gulf Physio - https://gulfphysio.com/ 
⭐️ Aashish Khakhar's work example: Power Your Curls - https://poweryourcurls.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 Digital PR Kickoff
00:19 SEO Origin Story
01:42 Reactive PR Basics
05:11 Active PR Explained
06:48 Which PR Works Best
10:22 Case Study TikTok Stats Campaign
15:45 Building Journalist Lists
19:02 Pitch Templates And Tools
25:36 Email Sending And Warmup
30:42 Avoiding Generic Outreach
32:53 Pitch Testing Strategy
34:07 Subject Line Length
34:28 Reactive Meets Proactive
37:27 Press Release Reality Check
39:39 Cheap PR Distribution Hacks
41:24 Entity SEO Case Study
43:44 Common Digital PR Mistakes
46:17 Surveys Win Links
47:11 Survey Workflow Breakdown
51:04 Survey Ideation Challenges
52:44 AI Limits In PR
53:40 Budget And Team Scaling
56:05 AI Automation Boundaries
58:22 Competitor Campaign Recon
01:00:29 Quick Wins And Time Wasters
01:01:41 90 Day Link Playbook
01:02:56 Core Digital PR Mindset
01:05:00 Where To Find Aashish
01:05:45 Final Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#linkbuilding #backlinks #searchengineoptimization #seo

E1090: If I had to start over at 22 years old with no connections, very little experience, and no audience, this is the exact playbook I'd use to start paying NYC rent in 90 days.
This episode breaks down the credibility-first strategy I would use to get seen, get trusted, get referrals, and start charging more.
The core idea is simple: before people hire you, they Google/ChatGPT you.
So if you can make yourself look credible fast, you make every sales conversation easier.
I cover:
- How I would build credibility from zero
- Why podcasts are one of the fastest ways to look established
- How I used podcast guesting before I had a social media following
- Why podcast appearances help with Google, AI visibility, backlinks, brand mentions, and trust
- How a 20-year-old operator I'm working with got on 8 podcasts in his first month
- Why the real value of PR and podcasting is not always direct leads
- How public credibility makes leads easier to close
- Why your clients seeing you "everywhere" can reduce churn and increase referrals
- How to use LinkedIn to amplify every podcast appearance
- Why short-form video is optional, but powerful if you can do it consistently
Then I break down how I would actually get leads.
For in-person networking, I explain:
- How to find the types of people most likely to send you referrals
- How to use ChatGPT to find events, groups, lists, and newsletters in your city
- Why referrals convert better than cold outreach
- Why arriving early to events works so well
- Why you should focus on one person instead of trying to meet everyone
- How taking someone to a second location builds trust faster
- How to make people remember what you do without hard-selling them
For remote networking, I explain:
- How Mariah Magazine built her SEO business without in-person events
- Why paid communities are better than free communities for this strategy
- How to find communities filled with people likely to need your services
- Why you should focus on helping instead of selling
- How service swaps can create referrals, case studies, and credibility
- How one PR and SEO service swap helped both people grow their businesses
Finally, I talk about pricing.
I share the Patrick McKenzie story that changed how I think about consulting rates:
- Why hourly pricing can hold you back
- Why weekly pricing can completely change the business
- How he went from $4,000 per week to $8,000, $12,000, $20,000, and $30,000 per week
- Why credibility makes it easier to raise prices
- Why your rates should increase as your demand and proof increase
The full playbook is:
1. Build credibility with podcasts
2. Share every appearance on social media
3. Meet referral sources in person or inside paid communities
4. Help people before selling
5. Use the credibility to convert leads faster
6. Raise prices as your proof and demand grow
If I was starting over at 22, this is exactly what I would do.
⭐️ My article explaining all this (with more links) - https://edwardsturm.com/articles/if-i-started-over-at-22-credibility-first-playbook/ 
⭐️ Podcast guesting tool mentioned - https://aipodcastmatcher.com 
⭐️ My guide to getting on podcasts as a guest - https://edwardsturm.com/articles/get-on-podcasts-as-guest-2026/ 
⭐️ My Exact Social Media Posting Strategy - https://edwardsturm.com/articles/social-media-posting-strategy/ 
⭐️ Content Creation Ideas: How I Never Run Out of Things to Post - https://edwardsturm.com/articles/content-creation-ideas/ 
⭐️ Things I've Learned About Networking to Sell a Service - https://edwardsturm.com/articles/things-ive-learned-about-networking-to-sell-a-service/ 
💎 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 Start Over at 22
01:13 Podcast Credibility Engine
02:47 Social Proof on LinkedIn
05:27 Short Form Video Option
06:09 In Person Referral Network
08:42 Remote Community Strategy
10:19 Service Swaps for Growth
11:40 Raise Prices Over Time
14:39 Two Year Outcome Recap
15:28 Wrap Up
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#onlinereputationmanagement #searchengineoptimization #entrepreneurship #personalbranding