The Edward Show

E1052: We break down how to migrate a website without losing SEO traffic.
Whether you are switching from WordPress to Squarespace or Webflow, changing to another CMS, restructuring your URLs, or moving to a new domain entirely, this conversation covers what actually happens inside Google during a migration - and how to minimize risk.
We discuss real-world scenarios, including accidental migrations, domain changes, slug updates, and situations where rankings unexpectedly dropped. The goal is simple: protect your traffic and avoid unnecessary volatility.
What we cover:
- What happens when you change CMS but keep URLs and content the same
- Why HTML structure changes can still trigger re-indexing
- How low-authority pages can suddenly impact rankings during a migration
- The difference between crawl, refresh, and discovery modes
- How cannibalization can appear after a migration
- Why you should freeze structural changes before migrating
- When to noindex pages before changing slugs
- How to properly handle 301 redirects for slug updates
- What to expect when changing root domains
- How to use Google Search Console's domain migration tool
- Why XML sitemaps do not "force" indexing
- Why HTML sitemaps can be more effective
- The risks of changing site architecture during a migration
- How to warm up a new domain before moving
- How to smooth traffic volatility with strategic content republishing
We also answer a listener question about whether submitting a new sitemap after changing site architecture can cause traffic drops - and what to do instead.
If you are planning a website migration, CMS switch, URL restructure, or domain move, this episode walks through the technical considerations that can make the difference between a smooth transition and a traffic decline.
If you have questions about SEO, migrations, indexing, or site structure, send them in and we may cover them in a future episode.
⭐️ 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/
💎 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 Migration SEO Basics
00:30 Chad's CMS Switch Scenario
02:02 Pre-Migration Freeze Checklist
03:11 Protect Top Traffic Pages
04:19 Prune And Republish Old Posts
05:46 Press And Email Crawl Boost
07:17 Same Domain Vs New Domain
08:59 HTML Changes Trigger Reindexing
11:15 Discovery Vs Refresh Crawls
12:23 Health Checks And Cannibalization
12:55 Staged Migration Case Study
14:32 Will Traffic Really Stay Flat
18:05 Domain Move Pitfalls And GSC Tool
18:57 Subdomain Cannibalization
20:00 Slug Changes and Noindex
22:43 Timing the 301 Redirect
26:56 Smooth Domain Migration Prep
29:39 Architecture Changes Risk
31:30 Sitemaps Dont Force Indexing
34:07 HTML Sitemaps and Authority
35:27 Wrap Up and Next Steps
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #sitemigration #technicalseo #seo

E1051: Most SEO copywriting is written for algorithms instead of searchers.
That creates two problems:
1. Pages convert poorly
2. Rankings slowly decline over time
In this episode, I break down one of the biggest SEO mistakes businesses make: misunderstanding search intent.
A lot of websites technically "do SEO" correctly. They target keywords, publish articles, and rank on Google.
But when searchers land on the page, the copy does not immediately give them what they want.
People leave.

Conversions suffer.

Google notices.
We cover:
- Why answering search intent immediately is critical
- How pogo sticking hurts rankings
- Why most SEO introductions are written incorrectly
- The difference between top of funnel and bottom of funnel intent
- How to write introductions that increase conversions
- Why "explaining the keyword" often backfires
- Examples of good vs bad SEO copywriting
- How to naturally work keywords into content
- Why strong SEO copy feels more like sales copy than encyclopedia writing
- How better copy improves both rankings and revenue
Examples discussed in the episode include:
- "Why is my sink draining slowly?"
- "24 hour plumber Hoboken"
- "Room planner app"
This episode is focused on practical SEO writing that keeps searchers on the page, builds trust quickly, and moves people toward action.
⭐️ How Adding TL;DR Boosted My Conversions by 33% - https://www.reddit.com/r/SEO/comments/1h3qstq/how_adding_tldr_boosted_my_conversions_by_33/
💎 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 SEO Copywriting Stakes
00:44 Answer Intent Immediately
01:42 TLDR Boosts Conversions
02:30 Top of Funnel Example
05:29 Bottom of Funnel Mistakes
06:48 Local Services Copy Fix
09:04 SaaS Copy Fix
10:48 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#copywriting #searchengineoptimization #seo #localseo

E1050: Rand Fishkin returns to the show to talk about what is actually changing in marketing right now.
Search traffic is shrinking. AI answers are replacing clicks. Platforms are keeping users inside their ecosystems. And many marketers are still operating like it's 2015.
We break down what "zero-click marketing" really means, why brand matters more than ever, and what founders should be doing instead of chasing vanity rankings.
We also go deep into AI, PR, profitability, and how to build something that lasts.
Topics we cover:
- Why links may matter less than mentions
- The shift from traffic-driven marketing to influence-driven marketing
- What zero-click marketing actually looks like in practice
- Why ranking for informational keywords is no longer a complete strategy
- How AI is changing research, buying behavior, and brand perception
- The risks and ethics of AI-generated content
- Why many affiliate and pure publisher sites are in trouble
- The difference between building a brand and chasing search volume
- How to measure off-site marketing without relying on clicks
- Time-based and location-based experiments for attribution
- Why PR is still one of the most undervalued marketing channels
- How to think about short-term marketing "hacks" versus long-term positioning
- Why profitability gives bootstrapped founders leverage
- What Rand learned from leaving Moz and starting SparkToro
- How teaching and communication became his most valuable skills
Rand also shares:
- How Alertmouse reached 5,000 users in about 100 days
- Why product improvement drove more growth than new channels
- How to decide which marketing channels to ignore
- Why some companies survive Google updates while others disappear
- What makes a marketing strategy durable
This episode is not about panic. It's about adapting to how people actually research, evaluate, and buy today.
If you are a founder, marketer, or SEO trying to understand where the industry is heading, this conversation will give you a grounded perspective.
⭐️ Rand's first time on the podcast - https://www.youtube.com/watch?v=5JQvdLYvGZI
⭐️ Rand on LinkedIn - https://www.linkedin.com/in/randfishkin/
⭐️ Rand on Threads - https://www.threads.com/@randderuiter
⭐️ Zero Click Marketing - https://zeroclickmarketing.co/book
⭐️ SparkToro - https://sparktoro.com/
⭐️ Snackbar Studio - https://snackbarstudio.com/
⭐️ Alertmouse - https://alertmouse.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 Rand Returns to the Pod
00:27 Mentions Beat Links
02:05 Marketing Beyond Google
03:20 Your First 90 Days Plan
03:51 Three Channel Rule
09:18 Choosing Uncrowded Markets
15:51 Alertmouse Growth Story
22:11 GEO vs SEO Debate
25:26 Zero Click Marketing Book
29:58 Measuring Offsite Impact
34:14 Podcasts and AI Citations
37:12 YouTube Spam in AI Search
38:51 Ethics of AI Spam
42:07 Who Wins Google Updates
45:38 Brand Over Keywords
49:43 Underpriced Channels Now
53:32 SparkToro for Audience
54:50 Sustainable vs Temporary Marketing
57:33 Building an Escalator
01:04:43 When AI Content Works
01:08:15 K Shaped AI Adoption
01:10:01 Lightning Round Wrap
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #seo #digitalmarketing #generativeengineoptimization

E1049: One of the most common SEO mistakes is trying to do too much too fast.
In this episode, I break down why rushing SEO usually creates more problems than progress, especially for new websites. Publishing too many pages too early, automating workflows you do not fully understand, doing sloppy outreach, and chasing competitive keywords before building authority all create unnecessary variables that make SEO much harder than it needs to be.
I explain why "slow is smooth, smooth is fast" applies directly to SEO and how moving more carefully at the beginning often leads to faster long term growth.
Topics covered in this episode:
- Why publishing too many pages early can dilute authority
- How weak pages create negative SEO signals
- Why new websites should target easier keywords first
- The relationship between backlinks, authority, and rankings
- How internal linking channels authority across a website
- Why bad outreach can permanently hurt link building opportunities
- Common mistakes people make with AI generated content
- Why automation works best after you understand the underlying process
- How reducing variables makes SEO easier to troubleshoot
- Why taking breaks can improve search intent satisfaction and click through rates
- What to cut if your website already has too many low quality pages
- A simpler SEO process for new websites trying to get traction
I also talk about:
- Pogo sticking and why it matters
- Information architecture
- Keyword targeting mistakes
- Scaling SEO the right way
- Why many websites make SEO harder than it needs to be
💎 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 Slow Is Smooth Intro
00:56 Rushing Creates Chaos
01:43 Authority Gets Diluted
03:04 Sloppy Content Signals
04:14 Bad Outreach Backfires
06:09 Go Slow To Scale
07:05 Automation After Mastery
07:53 Action Steps Recap
09:54 Wrap
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #seo #linkbuilding #digitalmarketing

E1048: How do you get backlinks when your website is brand new and has almost no authority?
We break down a real question from a founder who launched an AI tools directory and is stuck in the classic SEO chicken-and-egg problem: if no one trusts your site yet, why would anyone link to it?
We talk through what matters in the early stages of link building, what makes a new site look trustworthy, and practical strategies you can use right away - even if your domain authority is close to zero.
This episode covers:
- Why most people cannot tell that your site is "new" (unless you make it obvious)
- The biggest mistake founders make when asking for backlinks
- How to build relationships before you ever ask for a link
- How 15 minutes a day on social media can turn into real backlinks
- Why following up with journalists is critical (and how to do it properly)
- How to use AI to find journalists, develop angles, and write better pitches
- What makes a website feel trustworthy enough to link to
- How to create linkable assets people actually want to reference
- When to use Help A Reporter Out, Source of Sources, Qwoted, and Featured
- Why podcasts are an underrated backlink strategy
- Why you do not need massive authority to start earning links
We also discuss:
- Whether you should wait for traction before doing outreach
- The difference between chasing domain authority and building relevant referring domains
- How to structure your site so publishers feel comfortable linking to you
- Why most people fail to build ongoing relationships with journalists
- How to control the language around your backlinks
If you are building a startup, directory, SaaS, or content site and wondering how to earn your first 10–20 real backlinks, this episode walks through practical strategies that work in the early phase.
⭐️ The Reddit Thread - https://www.reddit.com/r/Entrepreneur/comments/1qugpbd/how_do_you_earn_backlinks_for_a_brandnew_site/
⭐️ 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 Backlink Ideas Kickoff
00:11 The New Site Dilemma
01:10 Look Legit, Not Spam
01:40 Relationship First Outreach
02:24 VA Social Comment Strategy
03:46 Keep Journalists Warm
04:31 Competitor Link Research
06:08 Trust Signals Checklist
07:31 Linkable Assets and Placements
08:28 HARO, Qwoted, Featured, SoS
09:01 Share Functions for Links
09:48 Getting Links Without Assets
10:10 Podcast and Directory Backlinks
10:56 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#linkbuilding #backlinks #searchengineoptimization #seo