The Edward Show

E1098: Breaking down a link building case study about what to do when your business is so niche that "perfectly relevant" backlink opportunities barely exist.
The example comes from a petrochemical / chemical manufacturing startup trying to rank against much larger competitors.
At first, they tried the obvious approach:
- Create content around their exact niche
- Place links inside that content
- Get those links published on relevant websites
- Focus on websites in the right country
- Prioritize traffic, quality, and metrics
The problem was simple:
There just were not enough chemical manufacturing blogs or websites to keep building links at scale.
So they made a pivot.
Instead of only targeting hyper-specific chemical manufacturing sites, they moved broader.
They started getting links from engineering, industrial, and manufacturing-adjacent websites. The sites were not perfectly about the client's exact product, but the content still included a relevant section about chemical engineering, with the keyword naturally worked in.
After two more months, they ranked for a difficult keyword ahead of major chemical manufacturing competitors.
That is the lesson of this episode.
Perfect relevance matters, but in extremely niche industries, perfect relevance can become a bottleneck.
Sometimes the better link building move is to target broader industry websites while keeping the content angle tight, believable, and relevant enough.
In this episode, I cover:
- Why ultra-niche businesses struggle to build relevant backlinks
- How "perfect relevance" can slow down link building
- Why broader industry sites can still work when the content angle makes sense
- How a startup used engineering and industrial sites to compete with larger manufacturers
- Why link quality is about more than domain metrics
- Why the content around the backlink still matters
- Why indexed backlinks are more valuable than links sitting on pages Google ignores
- How to think about relevance without becoming too rigid
- Why slightly off-niche websites can still support rankings
- How to make broader link placements feel natural
- Why this strategy works best when the surrounding content is unique, well-written, and genuinely useful
I also talk through two related link building methods:
- Adjacent industry placements, where you look one step outside the exact niche
- Expert quote submissions, where a founder or subject-matter expert becomes the reason the link makes sense
The key is not to ignore relevance.
The key is to understand that relevance can come from the page, the section, the angle, the expert, and the context - not only from the entire website being about your exact niche.
This is especially important for startups and B2B companies in industries where there are not hundreds of obvious blogs to pitch.
If you only chase perfect-fit websites, you may run out of opportunities fast.
But if you know how to stretch into related industries while keeping the content useful and believable, you can keep building links without making the placements look forced.
⭐️ Move From Super Defined Content To Generic - https://www.reddit.com/r/SEO/comments/12ihay2/link_building_in_2023_strategies_that_have_worked/ 
💎 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 Ultra Niche Link Building
00:34 Why Content Quality Wins
01:24 Indexed Links Matter
01:59 Case Study Niche Expansion
03:13 Relevance Without Bottlenecks
04:07 Adjacent Industry Placements
04:41 Expert Quotes and Founder Branding
06:14 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#linkbuilding #backlinks #searchengineoptimization #seo

E1097: Charles Floate tested 10 SEO indexers with real URL cohorts to find out which tools actually get backlinks and pages indexed in 2026.
The big point: if your backlink is not indexed, it passes zero PageRank.
I break down Charles's test, the best-performing indexers, why so many backlinks never get indexed, and when it is or is not safe to use indexing tools on your own sites or client sites.
We cover:
- Why unindexed backlinks do not pass authority
- Why Google is crawling and indexing fewer low-quality pages
- The difference between forcing a crawl and forcing indexing
- Why no indexer can guarantee Google will index a page
- How Charles tested 10 backlink indexing tools with real URLs
- The three URL groups he tested: editorial links, hard-to-index formats, and tiered links
- Why press releases, profile links, citations, and duplicate-heavy pages often fail to index
- Why third-party backlink pages cannot be pushed through Google Search Console
- The top three indexing tools from Charles's test
- Why Indexceptional stood out in the test
- How one new Reddit thread got indexed in under two hours
- Where Rapid URL Indexer fits
- Where SpeedyIndex fits
- What the safe free options are
- Why internal links from regularly crawled pages can still beat paid tools
- The risks of low-quality indexers
- Whether SEO indexers should be used on money sites or client sites
- Why the quality of the page and domain still matters more than the indexing tool
The main lesson is simple:
Indexers can help Google discover a URL faster, but they cannot make a worthless page worth indexing.
If your link is on a page Google does not want in the index, no tool can magically turn it into a strong backlink.
But if you are building real links, parasite SEO pages, PR mentions, citations, or high-volume tiered links, the right indexing tool can make a big difference in how quickly those URLs get crawled and potentially indexed.
⭐️ Best Backlink Indexing Tools 2026: I Tested 10 Link Indexers With Real Data - https://www.charlesfloate.com/best-backlink-indexing-tools 
💎 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 Tools Overview
00:25 Charles Floate Study Setup
01:49 Testing Method And Cohorts
03:13 Why Links Fail To Index
04:37 How Indexers Really Work
05:01 Top Pick Indexceptional
06:31 Runner Up Rapid URL Indexer
07:04 Budget Option SpeedyIndex
07:56 Google Tools And Free Options
09:50 Money Sites And Client Risk
11:22 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#searchengineoptimization #seo #urlindexers #linkbuilding

E1096: We're talking about keyword stuffing, Google's own definition of it, and why copying what big authority sites do can be a dangerous SEO mistake.
I came across a Search Engine Land article pointing to Chewy's dry dog food page as an example of strong "cosine similarity." But when I looked at the page, it looked much closer to old-school keyword stuffing than smart SEO.
The phrase "dry dog food" appears 88 times on the page. In one block of text alone, it appears 19 times. And according to Ahrefs, the page had a huge spike in estimated organic traffic before falling back down hard.
I'm not saying keyword stuffing caused the entire drop. But I am saying this is exactly the kind of thing Google warns about in its spam policies, and it is not something most sites should copy.
We cover:
- What Google says keyword stuffing is
- Why repeating a keyword too many times can make a page sound unnatural
- Why a high-authority site like Chewy can sometimes get away with worse SEO
- Why copying big brands is not always a smart SEO strategy
- What I saw on Chewy's dry dog food page
- Why "cosine similarity" can become bad advice when taken too far
- How many times Chewy used the phrase "dry dog food"
- What happened to the page's estimated organic traffic after its spike
- Why giant blocks of SEO text at the bottom of pages are usually a bad sign
- Where I think your target keyword should actually go
- Why I often remove keyword repetitions from pages instead of adding more
- How using natural variations can be better than repeating the same exact phrase
- Why satisfying search intent matters more than stuffing a page with keywords
My basic rule for keyword targeting:
- Put the target keyword in the page title
- Put it in the URL slug
- Put it in the H1
- Use it near the beginning of the first sentence
- Optionally use it in the meta description
- Optionally use it in first alt text if relevant
- After that, use natural variations when they make sense
The goal is not to hide from Google. The goal is to make the page clear without making it unnatural.
If your page sounds like Google's own example of keyword stuffing, that is not a good sign.
I also explain how I have seen pages improve after removing repeated keyword usage. Sometimes the best SEO move is not adding more keywords. Sometimes it is removing them.
This episode is especially useful if you are working on:
- E-commerce category pages
- Local SEO pages
- Service pages
- Affiliate pages
- Programmatic SEO pages
- Landing pages targeting long-tail keywords
- Pages with large blocks of SEO text
- Pages that rank but feel over-optimized
The big takeaway:
Just because a major site is doing something does not mean it is good SEO.
Chewy has a powerful domain. Most sites do not. A big brand may rank despite bad optimization, not because of it.
If you want better rankings, better traffic, and pages that actually convert, focus on search intent, clean keyword placement, useful content, and natural language.
⭐️ Google's Spam Policies - https://developers.google.com/search/docs/essentials/spam-policies 
💎 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 Keyword Stuffing Intro
00:20 Google Spam Policy's Definition
01:37 Cosine Similarity Controversy
02:44 Chewy Dry Dog Food Example
03:19 Hidden Text SEO Tactic
04:22 Keyword Count And Traffic Drop
05:37 Practical Keyword Placement Rules
06:35 Write For Intent Not Hacks
07:17 Read Google Policies
07:53 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ 
#searchengineoptimization #seo #seocopywriting #digitalmarketing

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