The Edward Show

E995: Nathan Gotch joins the show to talk about what it takes to build and grow an SEO SaaS in the AI era.
Nathan shares what's happening behind the scenes at Rankability, including how they made 7,000 product changes in 90 days, why they eliminated free trials entirely, and how AI is changing execution without changing SEO fundamentals.
We also get into real workflows, tools, and strategies that are working right now across Google, AI platforms, and beyond.
If you care about SEO, SaaS, or building systems with AI, this episode is packed with practical insights.
What we cover:
- Why AI increases output but also increases workload
- The discipline required to avoid shiny object syndrome
- How to build a product without constantly chasing new features
- Why most successful apps iterate slowly (and when to move fast)
- Behind the scenes of making 7,000 product updates in 90 days
- The reality of AI coding, including bugs, security, and technical debt
- How to safely build with AI using backups, testing layers, and audits
- The difference between Claude, OpenAI tools, and other AI systems in real workflows
- Automating SEO tasks with APIs instead of browser-based AI
- Using AI for CRO audits and identifying low-hanging improvements
- When to let AI execute tasks vs when to stay hands-on
SEO strategy and growth:
- Why SEO fundamentals have not changed despite AI
- What "search everywhere optimization" actually means
- How Google, AI platforms, and YouTube differ as search channels
- Why your website is not your most important asset anymore
- The growing importance of brand signals and off-site mentions
- How to use AI citations as a link building strategy
- Modern link building approaches that still work
- The "merger technique" for acquiring authority through domain acquisitions
- Why personal branding is one of the strongest SEO advantages
Product and business lessons:
- Why Nathan stopped offering free trials and what happened next
- The problem with free users vs paid users in SaaS
- How to attract higher-quality customers
- Why product-market fit reduces the need for aggressive marketing
- When to focus on product vs when to focus on marketing
- How to collect and use customer feedback effectively
- Building systems that remove you from operations
- Why most marketing channels are distractions if you don't commit fully
Content and distribution:
- Why Nathan posts less content but still grows faster
- The difference between high-intent and low-intent channels
- Why SEO, YouTube, and email remain the strongest channels
- How consistency compares to depth when creating content
- Why technical content often underperforms on social platforms
⭐️ Nathan Gotch's Search OS - https://os.nathangotch.com/
⭐️ Nathan Gotch's Rankability - https://www.rankability.com/
⭐️ Nathan Gotch on YouTube - https://www.youtube.com/@nathangotch
⭐️ Nathan Gotch - https://nathangotch.com/
⭐️ Nathan Gotch on LinkedIn - https://www.linkedin.com/in/nathangotch/
⭐️ Nathan Gotch on Instagram - https://www.instagram.com/nathan.gotch/
⭐️ Nathan Gotch on 𝕏 - https://x.com/nathangotch
🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/
💎 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 Chasing Big Opportunity
00:34 Shiny Object Syndrome
01:18 AI Leverage vs Burnout
04:19 7000 Changes in 90 Days
06:49 Balancing Work and Family
08:16 API First Automation Stack
09:58 Claude vs OpenAI Agents
12:27 Automating Podcast Workflow
13:48 When Agents Go Rogue
15:23 Vibe Coding Safety Nets
20:23 Security and Tech Debt
24:57 Rebuilding Rankability v2
26:49 No Free Trials Strategy
30:18 Niche Down to Agencies
31:12 Descript API and Risks
34:46 AI Standards vs Humans
36:48 Live CRO Prompt Demo
37:20 Claude Browser CRO Audit
39:06 One Page SEO Case Study
40:33 AI CRO Audits Fast
41:18 Agents Making Changes
43:44 Voice Content Workflow
44:40 Daily Posting Streaks
49:11 Product Over Marketing
51:19 User Feedback Systems
56:28 Search Everywhere Optimization
59:58 AI Reputation Signals
01:02:45 Modern Link Building
01:06:10 Merger Redirect Strategy
01:13:33 Beating SEO Giants
01:17:36 Content Cluster Strategy
01:18:31 Wrap Up And Thanks
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #aiseo #vibecoding #seo

E994: I sit down with Yas Haque, former Head of SEO at Omnicom, to break down what actually separates the world's largest SEO agencies from smaller shops.
This is how enterprise SEO works in practice - how big agencies win clients, structure work, get buy-in from massive organizations, and where they waste time and money.
We cover what smaller agencies can immediately adopt, what they should ignore, and how to compete against companies with far more resources.
If you run an SEO agency, work in-house, or are trying to get better results from SEO, this episode will give you a clearer picture of how the highest level of the industry operates.
Topics covered:
- The single most important thing small SEO agencies should improve immediately (packaging)
- Why presentation and storytelling matter as much as technical SEO
- How enterprise teams think about SEO as both an art and a system
- How to structure SEO work so non-SEOs understand and act on it
- The role of storytelling in getting buy-in and driving implementation
- How large agencies analyze competitors and find gaps at scale
- Why granular keyword segmentation creates real competitive advantages
- How quick wins (like featured snippets and AI results) can drive outsized impact
- How SEO influences other channels like paid search and direct traffic
Inside enterprise SEO:
- What it's actually like working at companies like Omnicom and Dentsu
- The types of tools and resources large agencies have access to
- How big agencies support teams with data, tooling, and internal resources
- Why implementation is the hardest part of enterprise SEO
- How to get changes deployed inside large organizations
- Real examples of solving technical challenges across complex systems
What might surprise you:
- Why most clients don't use the dashboards they pay for
- Where large agencies spend time that doesn't drive real results
- How packaging and communication often matter more than the work itself
- Why many enterprise SEO problems are organizational, not technical
Tactical insights:
- How to evaluate a site quickly before going deep
- How to create urgency during pitches and client conversations
- How to win clients by showing competitor weaknesses
- How to simplify complex SEO ideas so decision-makers act on them
- Why understanding CMSs and technical limitations is critical
Advice for newer SEOs:
- Why building your own site is still the fastest way to learn
- What skills matter beyond SEO (like design and UX tools)
- How to think about SEO as "search experience optimization"
- Why giving real value to users should guide everything you do
We also discuss how SEO is evolving with AI, where it's overhyped, and why the core principles still hold.
This episode is especially useful if you want to:
- Improve how you present SEO work
- Close more clients
- Get better implementation rates
- Compete against larger agencies
- Understand how enterprise SEO actually functions
⭐️ Yas Haque on LinkedIn - https://www.linkedin.com/in/yashaque/
⭐️ Yas Haque on Instagram - https://www.instagram.com/yhawke/
🔎 Search Experience Optimization - https://edwardsturm.com/articles/search-experience-optimization/
🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/
💎 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 the SEO King
01:49 Why This Episode Matters
02:38 Packaging That Wins Clients
07:50 Storytelling and Attribution
09:11 Keyword Buckets and Topical Gaps
11:19 Featured Snippets to AI Overviews
14:53 Big Agency Resources and Tools
16:45 The 22 Second SEO Audit
19:29 Getting Enterprise Changes Shipped
21:43 Reverse Proxies Over Subdomains
25:07 AI Panic and Search Experience
29:17 Voice Search Hype
29:39 Execs Aren't Consumers
30:21 Agency Waste Exposed
30:54 Dashboards vs Impact
31:38 Page Speed Debate
35:20 Bespoke Packages Win
37:04 How to Win Pitches
39:06 Creating Urgency Fast
42:49 SEO Career Advice
45:27 New Business With Wife
46:39 Celebrity Reputation SEO
48:42 Vibe Coded SaaS Play
51:38 Restaurant SaaS SEO Gap
52:58 Compact Keywords Strategy
55:54 Wrap Up and Thanks
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #agencyseo #performancemarketing #marketingagencies

E993: I break down a real SEO case study from Charles Floate, who generated $53,000 in 45 days through organic search while operating under heavy scrutiny.
Because of his reputation in black hat SEO, this campaign had to be strictly within the rules. That makes this a useful example of what actually works when you cannot take risks.
We go step by step through the exact strategy, including how the campaign was structured, what changed over time, and why the results compounded.
What we cover:
- The full timeline: from relaunch to traffic spikes to revenue growth
- How 10,628 organic visits translated into $53,000 in revenue
- Why scrutiny changes how you approach SEO
- The role of backlinks even in a "white hat" campaign
- How entity stacking (citations, profiles, mentions) builds early momentum
- A simple Google search operator to find competitor backlinks and directories
- When sameAs schema matters and when it likely doesn't
- The difference between "content that exists" and content that satisfies search intent
- What went wrong (migration issues, thin pages, indexing problems) and how it was fixed
- Why the second content push led to the biggest growth spike
- The importance of trust signals and how they affect rankings through user behavior
- How pogo-sticking can quietly kill your SEO performance
- Why depth of content outperforms volume
- The compounding effect of links, content, and entity signals over time
Key takeaway - this was not one tactic; the results came from stacking multiple signals in the right order:
1. Establish the entity
2. Build trust
3. Publish deep, useful content
4. Keep improving everything
Over time, each layer strengthens the next.
If you want to replicate this, focus less on shortcuts and more on building something that both users and search engines recognize as legitimate.
⭐️ Charles Floate's post - https://x.com/Charles_SEO/status/2033788234153791739
⭐️ Charles Floate's company, PressWhizz - https://presswhizz.com/
⭐️ E991 - Stop Pogo-Sticking: 5 UX Principles That Skyrocket SEO & Conversions - https://youtu.be/teyQl4_A8kA
⭐️ E988 - Why Brand SEO Beats Traditional SEO in the Age of AI - Jason Barnard Explains - https://youtu.be/Zsn2jTXNOWg
🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/
💎 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 $53K SEO Win Overview
00:59 Why Scrutiny Matters
02:17 White Hat Link Strategy
02:41 Entity Stacking Basics
04:17 Content Campaigns And Relaunch
05:10 Traffic Growth Timeline
06:40 Staged SEO Framework
07:12 Trust Signals And UX
08:02 Content Depth Example
08:45 Compounding Results
09:27 Brand SEO Takeaways
11:18 Final Thanks And Outro
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #seo #linkbuilding #buildinpublic

E992: Reddit SEO is going crazy. Ann Smarty and David Quaid, both experts in Reddit marketing, join the show to explain what's happening and how to get results.
Reddit has become one of the most influential platforms in search. It ranks at the top of Google, shows up heavily in AI answers, and can directly impact brand perception and revenue. But at the same time, it is being flooded with spam, automation, and low-quality marketing tactics.
We talk about what's working, what's failing, and what businesses need to understand before trying to use Reddit as a growth channel.
This is a practical, unfiltered discussion with people who have real experience building, moderating, and marketing on Reddit.
Topics covered:
- Why Reddit has become one of the most important platforms for SEO
- How Reddit content ranks in Google and influences AI systems
- What "parasite SEO" on Reddit actually looks like in practice
- The rise of spam, automation, and paid Reddit manipulation
- Why most Reddit marketing tactics today are short-term and risky
- How moderators detect and deal with spam accounts
- What happens when brands try to game Reddit
- Why fake reviews and bought comments can make things worse
- How negative Reddit threads can damage a brand long-term
- What to do when a Reddit thread about your brand is ranking
- The difference between authentic feedback and competitor attacks
- Why building a branded subreddit can be effective (and when it isn't)
- How long it actually takes to see results from Reddit SEO
- What a sustainable Reddit strategy looks like
- How to create a Reddit account without getting banned
- Common mistakes new accounts make immediately
- Why VPNs, bought accounts, and automation tools are risky
- How moderators think and why they remove content
- When (and if) you should contact moderators
- Whether legal action against Reddit users ever works
- Real examples of brands succeeding and failing on Reddit
- The future of Reddit and whether it can survive the current spam wave
Key takeaways:
- If you are not on Reddit, your brand is still being discussed there
- Reddit rewards expertise, not promotion
- Most shortcuts (buying posts, comments, accounts) lead to long-term damage
- Old Reddit threads can rank for years and shape brand perception
- Trust on Reddit comes from participation, not visibility
If you work in SEO, marketing, or run a business that depends on search, this episode will give you a clearer picture of what Reddit can and cannot do for you.
⭐️ Ann Smarty's SEO for AI Subreddit - https://www.reddit.com/r/SEO_for_AI/
⭐️ Ann Smarty on 𝕏 - https://x.com/seosmarty
⭐️ Ann Smarty on LinkedIn - https://www.linkedin.com/in/annsmarty/
⭐️ 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/
🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/
💎 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 Marketing Chaos
00:29 Guest Backgrounds
02:45 Why Reddit Matters
03:17 Spam Makes It Harder
06:24 The Right Way To Market on Reddit
15:07 Parasite SEO Explained
16:21 Branded Subreddits Strategy
19:44 Anonymity And Trust
21:47 Bot Farms Threat to Reddit
25:36 Handling Fake Reviews
34:15 Working With Moderators
38:08 Buying Comments Risks
40:58 Moderator Rules Reality
45:24 When Lawyers Help
48:24 Moderator Conflict Context
50:32 Reddit SEO Wins
54:31 Mod Tools And Spam Signals
01:00:17 New Account Best Practices
01:04:06 Avoid Buying Accounts
01:09:15 Stop Tool Spam Promotion
01:11:20 Will Reddit Survive AI
01:20:08 Why Digg Failed
01:26:27 Viral Times Square Story
01:30:12 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#redditseo #redditmarketing #searchengineoptimization #socialmediamarketing

E991: Five user experience (UX) principles that directly improve your SEO performance and help you convert more visitors into customers, users, or leads.
If people are landing on your page and leaving immediately, that sends a strong negative signal. Search engines pick up on this behavior. It affects your rankings, your site-wide performance, and ultimately your ability to grow through search.
This episode explains how to fix that.
You will learn how to reduce pogo-sticking, keep users on your pages longer, and guide them toward taking action.
We go from the least important principle to the most important, but all five matter if you want results from SEO.
What you'll learn:
- How to build trust within seconds of someone landing on your page
- Why reducing friction leads to higher conversions (and how to do it)
- How people actually read online and how to format your content for scanning
- What to include above the fold to keep users from leaving
- How to match search intent immediately so visitors know they're in the right place
Key ideas covered:
- Why trust reduces anxiety and keeps users from going back to search results
- Where to place calls to action so they are easy to find and act on
- How to write shorter paragraphs and use structure to guide attention
- Why most users scan instead of read and how to adapt your content
- The three questions every page must answer within seconds
- How matching search intent early improves both rankings and conversions
This episode is practical. You can take these principles and apply them directly to your pages, whether you are working on blog content, landing pages, or product pages.
🚀 Edward's SEO Articles - https://edwardsturm.com/articles/search-engine-optimization/
💎 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 UX Meets SEO
00:39 Build Trust Fast
02:03 Reduce Friction
02:49 Write for Scanning
04:59 Win Above the Fold
06:24 Match Search Intent
07:48 Recap and Next Steps
08:23 Wrapping
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #uiux #seo #digitalmarketing