The Edward Show

E934: Google's quiet removal of the num=100 parameter sent shockwaves through the SEO tooling ecosystem. Many called it an apocalypse. Others barely noticed.
I sit down with Jonathan Berthold, VP of Revenue at Moz, to unpack what actually happened, why Google made the change, and how it connects to a much bigger shift happening across search, AI, and zero-click results.
We cover how SEO is evolving under pressure from AI Overviews, LLMs, and generative search - and why most of the panic is misplaced.
Topics covered:
- What the num=100 parameter was and why Google removed it
- Whether this change was aimed at SEOs, tool providers, or OpenAI
- How rank tracking, impressions, and average position were distorted before the change
- Why keyword positions beyond page one rarely matter for real business outcomes
- The rise of zero-click search and what it actually means for traffic
- How AI Overviews and LLMs are reshaping informational search
- Why commercial and transactional queries are far less impacted
- The difference between SEO as a strategy vs SEO as a channel
- Why brand is becoming the strongest long-term advantage in search
- How Moz has adapted its product and analytics approach
- What SEO agencies need to change when rankings stop being the primary KPI
- Whether AI tools threaten SEO careers - or force better ones
- Google vs OpenAI vs other LLMs and what's really at stake
- Why "GEO" mostly looks like good SEO done correctly
Key takeaways:
- The num=100 removal didn't break SEO - it exposed bad measurement habits
- Traffic quality matters more than traffic volume
- Informational content still matters, even when clicks decline
- Brand visibility now extends beyond Google into AI systems
- SEO success is increasingly tied to business outcomes, not rankings
This conversation goes deep into how search is changing without resorting to hype or fear. If you work in SEO, marketing, analytics, or product - and want a grounded view of where things are heading - this episode is for you.
⭐️ Jonathan Berthold on LinkedIn: https://www.linkedin.com/in/jonathanberthold/
⭐️ Jonathan Berthold on 𝕏: https://x.com/j_bertho
⭐️ Moz (my affiliate link): https://edwardsturm.com/refer/moz/
💎 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 Introduction and Guest Welcome
01:09 SEO Industry Insights
04:19 Impact of LLMs on SEO
10:47 Brand Importance in SEO
11:14 Discussion on Topical Authority
16:06 The Num Equals 100 Parameter Change
29:14 Google's Strategy Against OpenAI
32:13 The Rise of Claude Code and LLMs
33:06 Comparing ChatGPT, Gemini, and Claude
35:27 OpenAI's New Ad Model
36:15 Challenges in Scaling OpenAI's Ad System
41:38 SEO and Generative Engine Optimization (GEO)
54:07 The Future of AI in the Job Market
01:00:30 Will AI Mode Become the Default?
01:02:51 Conclusion and Final Thoughts
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #generativeengineoptimization #performancemarketing #digitalmarketing

E933: How URL structure directly impacts SEO performance, topical authority, and whether Google views your site as legitimate or spammy.
I walk through two common URL structure approaches that many sites use when targeting similar keywords - and explain why one of them often triggers spam signals, ranking cannibalization, and doorway page issues, even when the content itself is solid.
If you're building feature pages, use-case pages, programmatic SEO, or scaling content across keyword variations, this episode will help you avoid structural mistakes that quietly limit rankings.
What you'll learn:
- Why certain URL patterns raise red flags for Google
- How search engines interpret keyword-heavy slugs vs hierarchical structures
- The difference between doorway page patterns and real topical depth
- How nested subfolders help establish clearer parent-child topic relationships
- Why documentation-style URL structures tend to perform better long term
- How poor URL structure can cause ranking cannibalization
- How to structure feature and use-case pages without looking manipulative
- How internal linking should work when using nested URL hierarchies
- Why this approach makes link building and topical authority easier
Real-world examples discussed:
- How a top mattress affiliate structures pages to rank for thousands of keywords
- How legal SEO sites organize practice-area pages by accident type
- Why these structures scale without triggering spam classifications
Who this episode is for:
- Founders and marketers building SEO-driven landing pages
- SEOs working on programmatic or scaled content
- Anyone restructuring a site for better topical authority
- People confused about why similar pages keep competing with each other
This episode focuses entirely on information architecture, not content tricks or shortcuts. The goal is to help Google understand what your site is actually about - and reward it accordingly.
⭐️ Google's update on Doorway pages - https://developers.google.com/search/blog/2015/03/an-update-on-doorway-pages
💎 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 Introduction to URL Structures and SEO Impact
00:09 Fictional Email Client and URL Structure Examples
00:51 Comparing Two URL Structures
01:59 Real-World Examples and SEO Insights
02:59 Google's Perspective on URL Structures
04:39 Advantages of Hierarchical URL Structures
07:00 Case Studies: NapLab and Legal SEO
09:06 Best Practices for Internal Linking
10:40 Wrapping URL Structures
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #informationarchitecture #topicalauthority #digitalmarketing

E932: I break down the most interesting marketing opportunities I'm seeing right now and why they matter if you care about getting in early.
We start with the Digg relaunch and why, despite recent crackdowns on obvious SEO spam, it's still one of the most compelling platforms to pay attention to. I explain what's changed since the first Digg episode, which niches are being targeted, which ones are not, and how non-SEO brands can still use Digg effectively for long-term marketing and visibility.
Next, we cover the announcement of ads coming to ChatGPT. I walk through OpenAI's stated ad principles, what this likely means for AI SEO, and why ads probably won't influence model responses. I also talk about the opportunity window that tends to open when a major platform launches ads and why early experimentation often matters more than perfect execution.
Finally, I share real results from the recent press kit episode and explain why every serious marketing or SEO strategy should include one. We look at how press kits affect backlinks, topical authority, and brand searches, and why journalists rely on them more than most people realize.
Topics covered:
- What has changed since Digg's relaunch and why it still matters
- How Digg is handling SEO spam and which niches are being affected
- Why Digg could follow a similar SEO trajectory to Reddit
- How to use Digg for top-of-funnel content instead of direct promotion
- The role of AI moderation and how it may shape future promotion
- What OpenAI has announced about ads in ChatGPT
- Why ChatGPT ads likely won't impact AI SEO rankings
- The size of the opportunity when new ad platforms launch
- Past examples of early ad platform inefficiencies
- Why press kits make it easier for journalists to link to you correctly
- How press kits can influence brand searches and site links
⭐️ E927 - Why Every SEO Strategy Needs a Press Kit (Most People Miss This) - https://youtu.be/hlZwZpGg76I
⭐️ E928 - Digg Just Relaunched - And It's the Wildest Parasite SEO Opportunity of the Decade - https://youtu.be/xf9QYuAKFHo
💎 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 Introduction to Crazy Alpha in Marketing
00:40 Digg's Evolution and Opportunities
07:05 ChatGPT Ads: A New Frontier
12:40 The SERP Results of Press Kits in SEO
13:54 Conclusion and Episode Wrap-Up
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #chatgptads #arbitrage #digitalmarketing

E931: Small and mid-sized law firms regularly can outrank national legal brands in Google, even with smaller teams and far lower marketing budgets.
This breaks down how that actually happens. We go deep into what drives legal search rankings, what converts traffic into signed cases, and why many common law firm SEO strategies fail. This is a practical, experience-based discussion focused on results, not surface-level SEO tactics.
Nick Cohen, a lawyer and the founder of Matador Solutions, joins the show to explain how legal SEO works in real markets. Nick has spent years helping law firms compete in some of the most competitive legal search landscapes in the United States, and he shares exactly what he's seeing work today across content, Google Maps, reviews, links, AI, and compliance.
Topics covered:
- Why small law firms can outrank large national legal brands
- How Google's algorithm became increasingly local for legal searches
- What makes legal SEO fundamentally different from other local SEO niches
- Why most law firm blog content generates traffic but no signed cases
- How practice area pages should be built to rank and convert
- Pillar pages, supporting content, and topical authority for law firms
- How informational content supports high-intent legal keywords
- What actually builds trust on law firm websites
- Conversion factors that matter in legal marketing (and what doesn't)
- The role of copy, credibility, and clarity in legal conversions
- Why video testimonials are critical for law firm SEO
- How YouTube testimonials can rank for legal keywords
- Link building strategies that work in competitive legal markets
- Why local and relevant links often outperform high-DA links
- Earned media vs paid links for law firms
- Google Business Profile optimization in competitive cities
- The real impact of reviews on map pack rankings
- When keyword placement in Google Business Profiles works
- Common SEO mistakes agencies make when working with law firms
- SEO metrics law firms obsess over that don't correlate with cases
- How to measure SEO success when one case can be worth millions
- How AI is being used in legal SEO today
- The risks of AI-generated content in legal marketing
- QA processes and verification systems for legal content
- Title tags, SERP optimization, and improving click-through rate
- Exact match domains, link velocity, and brand signals
- The single most important SEO lever for law firms with limited resources
Who this episode is for:
- Law firm owners and managing partners
- SEO agencies working with legal clients
- Marketers entering the legal SEO space
- Anyone focused on turning rankings into real business
⭐️ Matador Solutions - https://www.matadorsolutions.net/
⭐️ Nick Cohen on LinkedIn - https://www.linkedin.com/in/nickecohen/
⭐️ Get in touch with Nick - [email protected]
💎 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 Introduction and Guest Background
00:52 Founding of Matador Solutions and Its Evolution
02:42 SEO Strategies for Law Firms
05:13 Matador's Recent SEO Success
12:20 Competing with Big Legal Brands
17:21 Content Strategy for Law Firms
25:43 Building Trust and Authority
30:02 Link Building and Citations
39:46 Facebook Posts for SEO
40:29 Importance of 24/7 Phone Answering for Lawyers
42:38 AI in Legal SEO: Benefits and Risks
44:39 Content Creation and AI Integration
53:58 Common SEO Mistakes and Best Practices
56:40 Optimizing Google Business Profiles for Lawyers
01:00:54 Measuring SEO Success in the Legal Industry
01:02:55 Personal Connection to Legal SEO
01:12:46 Lightning Round: Quick SEO Tips
01:14:55 Conclusion and Contact Information
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#legalseo #legalsearchengineoptimization #lawseo #localseo

E930: Expanding local SEO into new cities is harder than most businesses expect, and doing it the wrong way can get you suspended or quietly ignored by Google altogether.
Darren Shaw joins the show to explain what actually works when you want to rank in cities where you are not physically located. Darren is the founder of Whitespark and one of the most experienced voices in local SEO, and this is a tactical conversation based on what he has seen work in the real world.
We break down the limits of service area businesses, the reality of Google's local algorithm, and why so many expansion strategies fail even when the business is legitimate.
Topics covered:
- Why service areas in Google Business Profiles do not impact rankings
- When it is impossible to rank in another city without opening a real location
- How far local SEO can realistically reach from a single address
- The difference between ranking in the local pack vs organic results
- How service area pages actually help, and where they fall short
- How to structure location pages and city-based service pages correctly
- Pillar pages and internal linking for multi-city SEO
- Building topical authority in a new city from scratch
- The role of localized links, citations, and sponsorships
- How reviews from customers in other cities can help expansion
- What Google actually associates your business with geographically
- Why doorway pages fail and how to avoid them
- Editing Google Business Profiles safely without triggering re-verification
- Which profile fields are risky to touch and which ones are not
- Keyword stuffing in business names and the legal risks most SEOs ignore
- Why many agencies have stopped spam fighting competitor listings
- Schema, geotagging photos, and where the evidence actually stands
- How local SEO signals differ from organic and AI-driven search results
Darren also explains:
- How to open a legitimate second location without overspending
- What Google looks for in subleases and shared office spaces
- Why authority in your original city does not automatically transfer
- How to think about geographic expansion from Google's perspective
If you serve multiple cities, plan to expand into new markets, or are trying to understand why your local SEO strategy has stalled, this episode will help you avoid common mistakes and wasted effort.
⭐️ Darren Shaw's first time on this podcast - https://youtu.be/1awWMG1e5kY?si=6ORaQf2GkMKEhBmp
⭐️ Whitespark's local SEO software and services: https://whitespark.ca/
⭐️ The Whitespark Local Update Podcast: https://whitespark.ca/the-whitespark-local-update-podcast/ 
⭐️ Darren's YouTube channel: https://www.youtube.com/c/whitesparkca 
⭐️ Darren's Instagram: https://www.instagram.com/darrenshawseo/
⭐️ Darren's LinkedIn: https://www.linkedin.com/in/darrenshawwhitespark/
⭐️ Darren's Threads: https://www.threads.com/@darrenshawseo
⭐️ Darren's Facebook: https://www.facebook.com/darrenshawseo/
⭐️ Darren's TikTok: https://www.tiktok.com/@darrenshawseo
💎 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 Introduction and Guest Background
00:25 Expanding Local Service Area Pages
00:51 Ranking in Distant Locations
03:08 Creating Effective Service Area Pages
06:16 Affordable Office Locations for SEO
09:26 Building Topical Authority and Link Building
16:57 Importance of Reviews and Local Search Myths
18:48 Optimizing Local Citations and Reviews
19:13 Updating Your Google Business Profile
21:08 The Impact of Keywords in Business Names
22:47 Legal Implications of Keyword Stuffing
26:50 Debating the Value of Schema Markup
30:11 Whitespark's Local Ranking Grid Software
32:41 Conclusion and Final Thoughts
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#localseo #searchengineoptimization #googlebusinessprofileoptimization #localmarketing