The Edward Show

E937: Watch on YouTube: https://youtu.be/e13R_Z1pFwk
A deep, practical look at how Claude Cowork is changing the way SEO work is actually executed.
This is not a theoretical discussion about AI. The focus is on real workflows: how Claude Cowork performs hands-on SEO tasks that normally require hours of manual effort, and how agencies can realistically use it today.
The conversation walks through live examples of Claude Cowork performing local SEO audits, Google Business Profile analysis, competitor research, and on-page SEO evaluations by directly interacting with the browser and SEO tools.
Sarvesh Shrivastava joins the show! He shares how he's actively testing Claude Cowork inside agency-style workflows and what this means for SEO teams.
What we cover:
- What Claude Cowork is and how it differs from tools like ChatGPT and Gemini
- How Claude Cowork operates directly on your computer instead of requiring manual data uploads
- A walkthrough of a Google Business Profile competitor analysis
- How Claude Cowork audits Google Maps listings and identifies ranking patterns
- How competitor data is collected and analyzed across local search results
- How reviews are analyzed for volume, ratings, and keyword usage
- How business hours and availability signals affect local rankings
- How profile completeness, photos, videos, and posts are evaluated
- How pattern recognition can surface niche-specific local ranking factors
- How automated SEO audit reports can be generated and reviewed
- How on-page SEO audits are performed automatically
- How title tags and heading structure issues are identified
- How schema and local business markup gaps are detected
- How page speed and image optimization issues are flagged
- How agencies can reduce time spent on audits, research, and reporting
- Where automation works well and where human review is still required
- Credit limits, permission prompts, and current limitations of the tool
- How Claude Cowork fits into real agency workflows today
Who this is for:
- SEO professionals and consultants
- Agency owners and operators
- Local SEO specialists
- Business owners managing their own SEO
- Anyone interested in practical AI-driven automation for SEO work
Sarvesh also explains how he plans to roll this into agency processes, which tasks provide the biggest time savings, and which areas still benefit from hands-on SEO judgment.
⭐️ Watch on YouTube: https://youtu.be/e13R_Z1pFwk
⭐️ Sarvesh Shrivastava's Claude Cowork prompts - https://docs.google.com/document/d/13x8O8P-SWl-Wm3c2JpHtH4iWk3I5L8qo0SjP862zNV8/edit?tab=t.0
⭐️ Sarvesh Shrivastava on 𝕏 - https://x.com/bloggersarvesh
⭐️ Sarvesh Shrivastava on LinkedIn - https://www.linkedin.com/in/sarvesh-shrivastava-blogger/
⭐️ Sarvesh Shrivastava on Instagram - https://www.instagram.com/seowithsarvesh/
⭐️ Sarvesh Shrivastava on YouTube - https://www.youtube.com/@bloggersarvesh
⭐️ Sarvesh Shrivastava's agency, Alventra Marketing - https://alventramarketing.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 Introduction to Claude and SEO
01:03 Exploring Claude Cowork's Capabilities
03:05 Live Demonstration of Claude Cowork
05:20 In-Depth Analysis and Insights
19:49 On-Page SEO Audit with Claude
24:51 Detailed Prompt for On-Page SEO
24:57 Schema Audit and SEO Tools
25:43 Automating SEO Tasks with Claude Cowork
28:13 Permissions and Limitations of Claude Cowork
30:14 Live Demonstration of Claude Cowork
32:16 Automating Content Creation and Backlink Analysis
34:50 Challenges and Future of Claude Cowork
41:03 Going Viral with Claude Cowork
44:14 Conclusion and Final Thoughts
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#localseo #localmarketing #googlebusinessprofileoptimization #searchengineoptimization

E936: Local SEO lives or dies by local authority - and one of the biggest drivers of that authority is local backlinks.
I break down exactly how to build high-quality local backlinks that help search engines see your business as an authority in a specific city or region. This applies whether you're starting a local business, competing in a crowded market, or expanding into new locations.
I cover practical strategies that send real referral traffic, strengthen local topical authority, and support long-term ranking improvements - not theory.
What you'll learn:
- Why local backlinks matter for local SEO and topical authority
- How partnerships with local businesses create real traffic and stronger links
- How to find and evaluate local sponsorship opportunities (and when they're worth it)
- When to accept nofollow links or brand mentions - and when not to
- How to use ChatGPT agent mode to research local sponsorships and partners
- How to properly vet local partners to protect your brand and reputation
- Core local citations you need for local SEO
- How to track citations and backlinks correctly (and why tracking matters)
- How citation language and context impact local topical authority
- How to vary location and service language without hurting consistency
- Why anchor text matters less than contextual language for local SEO
- How to structure location hub pages to support link building
- How to build links to pillar pages to strengthen weaker service pages
This is especially useful if:
- You're launching a local business and need to build authority from scratch
- You're competing in a high-competition city
- You're expanding SEO into new locations
- You want a clear system for local link building
💎 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 Building Local Backlinks
00:59 Partnerships for Local Backlinks
01:16 Sponsorship Opportunities
01:59 Using ChatGPT for Sponsorships
04:03 Local Citations and Directories
04:30 Tracking and Managing Citations
05:21 Language and Context in Citations
07:36 Hub Pages for Local SEO
08:54 Conclusion and Wrap Up
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#localseo #localmarketing #searchengineoptimization #linkbuilding

E935: I break down a recently funded AI startup that is scaling SEO with unchecked, fully AI-generated financial content - and why this strategy has already failed before.
I've seen this exact playbook play out with AInvest: rapid traffic growth driven by AI content, press, and links… followed by a sharp collapse after Google's spam and quality updates. Now we're watching the same model surface again, almost step for step.
This episode is not about hating on AI. It's about understanding where AI actually helps - and where it quietly puts your entire domain at risk.
What's covered:
- How a low-authority domain was able to spike to tens of thousands of clicks per month
- Why press, link velocity, and brand mentions can temporarily mask serious SEO issues
- The dangers of scaling AI-generated financial content without human fact-checking
- How Google evaluates unchecked AI content, especially in YMYL niches
- Why sites often get away with this approach for a few months before getting hit
- The long-term SEO damage most founders and marketers don't see coming
- What this means for your tools, brand terms, and real linkable assets
- How AI can be used responsibly in SEO without putting your site at risk
Also, what this company is doing well, including:
- Press and link acquisition
- Brand trust signals and accessibility
- Interactive AI tools and on-page engagement features
If you're a founder, marketer, or SEO considering AI to scale content, this episode is a clear warning - and a roadmap for how to avoid repeating the same mistake.
💎 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 Frustrations
00:13 The Rise and Fall of AInvest
01:03 Introducing The New AInvest - Here We Go Again
02:52 SEO Strategies and Risks
04:22 AI Content and Google's Guidelines
07:56 Practical AI Applications
11:23 Final Thoughts and Warnings
12:25 Conclusion and Episode Wrap-Up
The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #programmaticseo #scaledcontentabuse #blackhatseo

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