The Edward Show

E998: Google's March 2026 Core Update is rolling out, and early data shows significant volatility across search results. I break down what's happening, what people in the SEO community are reporting, and what you should actually do if you want to avoid losing traffic.
We're still in the early phase of the rollout, which means most of what you're seeing right now is speculation mixed with early signals. That said, there are already clear patterns worth paying attention to.
In this episode, I cover:
- What Google officially said about the March 2026 Core Update
- How this update connects to the March Spam Update and recent Google Discover changes
- Volatility data from tools like Semrush, Mozcast, and Advanced Web Rankings
- Reactions from the SEO community, including common complaints and concerns
- Early examples of sites gaining and losing traffic
- Why strong "entity definition" across your site is becoming more important
- The risks of topical sprawl and trying to cover too many unrelated topics
- How internal linking and contextual relevance play a role in rankings
- Observations from competitive niches like iGaming
- Why many sites still struggle to understand core updates until weeks later
I also share practical takeaways you can apply right now:
- Build content and links at the same time instead of treating them separately
- Focus on acquiring backlinks that bring real traffic, not just superficial authority signals
- Avoid publishing clusters of near-identical pages targeting slight keyword variations
- Create varied content within your niche to reduce obvious SEO patterns
- Start narrow, build authority, and only expand once you've established topical depth
If you've been impacted by this update, or you're trying to stay ahead of future ones, this episode will give you a clear way to think about what's changing and how to respond.
⭐️ Google March 2026 Core Update Is Rolling Out - First Core Update Of Year - https://www.seroundtable.com/google-march-2026-core-update-41121.html
⭐️ Reddit: Here Comes the March 2026 Core Update - https://www.reddit.com/r/SEO/comments/1s52o0a/here_comes_the_march_2026_core_update/
🚀 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 March Update Madness
00:35 What Google Announced
01:05 Volatility Signals
01:43 Streets React
02:34 Winners and Losers
03:58 Entity Focus Theory
04:53 Topical Authority Playbook
06:15 iGaming Black Hat Theory
07:16 Avoid Getting Hit
08:06 Too Much SEO Patterns
09:57 The Smartest SEO
10:45 Final Thanks
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #googlecoreupdate #googlemarchupdate #seo

E997: Most people think "GEO" is replacing SEO, and that getting cited by tools like ChatGPT or Perplexity requires a totally different strategy.
I break down why that narrative is wrong.
Using a real discussion from the SEO subreddit, I walk through what's actually happening behind the scenes in AI search - and why, after six months of testing, even experienced "GEO" practitioners still can't figure out what's moving the needle.
The answer is simpler than most people expect: AI search is not a new system. It is built on top of search.
AI systems are performing live queries, expanding them, validating results, and selecting sources - just like a search engine would.
Once you understand that, the confusion around GEO starts to disappear.
Topics covered in this episode:
- Why six months of GEO testing often leads to inconsistent and unmeasurable results
- The concept of "query fanout" and how AI systems expand a single prompt into multiple searches
- How grounding queries work and why brand mentions across the web matter
- Why AI citations are not based on memory or training data in the way most marketers assume
- The difference between being indexed, being ranked, and being selected during AI query expansion
- Why third-party mentions and reputation signals still play a major role
- The idea that much of the GEO industry is built on misunderstandings of how these systems operate
- How tools can reveal what AI systems are actually searching behind the scenes
I also cover new data from Promptwatch, based on 1 million citations, showing what types of pages are being cited by AI systems:
- Landing pages: 15.2% of citations
- Product pages: 14% of citations
- Listicles, landing pages, and product pages dominate citation sources
This reinforces a point I have been making for a long time: bottom-of-funnel pages that clearly match user intent are far more effective than generic top-of-funnel content.
We also discuss:
- Why traditional "awareness content" often fails to convert or get cited
- How SEO landing pages and product pages align directly with what users are searching for
- Why reputation management and entity signals are becoming more important, not less
- How AI search is pushing SEO back toward fundamentals rather than replacing it
If you've been trying to figure out GEO, AI citations, or how to get mentioned in AI systems, this episode explains what actually matters. 
⭐️ Updated Search Query and Reasoning Extractor Bookmarklets (ChatGPT + Claude) - https://theseopub.com/updated-search-query-and-reasoning-extractor-bookmarklets/
⭐️ The Reddit Thread - https://www.reddit.com/r/SEO/comments/1s45fli/comment/ocpdi29/?context=3
⭐️ The Promptwatch Research - https://www.linkedin.com/posts/gijs-de-groot2021_seeing-a-lot-of-talk-about-listicles-losing-activity-7426618883454894080-5kL2/
🚀 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 GEO Frustration Thread
00:54 WebLinkr Query Fan-Out
02:53 How To Find Fan-Out
03:54 Training Myth Exposed
04:59 GEO Disinfo Lobby
07:11 PromptWatch Citation Data
08:15 What ChatGPT Cites
09:09 Landing Pages Win
11:32 Episode Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#generativeengineoptimization #searchengineoptimization #answerengineoptimization #digitalmarketing

E996: Google's March 2026 spam update just dropped and it's one of the fastest rollouts we've ever seen.
The update launched on March 24 and finished rolling out by March 25. Unlike previous updates that took weeks, this one was completed in just a couple of days, which suggests a more targeted and specific change rather than a broad algorithm shift.
We go through what's been observed so far, what Google has officially said, and what SEOs across the industry are reporting.
Key topics covered:
- Timeline of the March 2026 spam update rollout
- Why this may be the fastest Google update ever
- Real-world impact: sites losing 50% of traffic vs others tripling
- What Google says about spam updates and SpamBrain
- What this update does NOT target (based on early reports)
- Patterns SEOs are seeing across rankings and traffic
- The role of AI-generated content in this update
- Why "thin" and mass-produced content may be getting hit
- Internal linking and site structure signals gaining importance
- Ongoing volatility before and during the rollout
- What to check in your Google Search Console right now
We also discuss:
- The difference between AI content and low-quality content
- Why not all AI content is penalized
- How Google likely detects scaled content patterns
- The importance of combining content publishing with link building
- What this update might signal for future algorithm changes
At the time of recording, there is no single confirmed target, but the strongest signals point toward enforcement against low-value, scaled content rather than specific tactics like link spam or site reputation abuse.
If you've seen ranking changes, now is the time to review your content quality, site structure, and overall SEO approach.
⭐️ How to Humanize ChatGPT Content - https://edwardsturm.com/articles/humanize-chatgpt-content/
⭐️ Google March 2026 Spam Update Unleashed (& Finished) - https://www.seroundtable.com/google-march-2026-spam-update-41109.html
⭐️ Muhammad Younis on 𝕏 - https://x.com/Younis_0_/status/2037062619866259948
⭐️ Charles Floate on 𝕏 - https://x.com/Charles_SEO/status/2036712081853182016
⭐️ [Incoming] Google releases March 2026 spam update - What will G target? - https://www.reddit.com/r/SEO/comments/1s2okw5/incoming_google_releases_march_2026_spam_update/
🚀 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 Spam Update Shock
00:28 Rollout Details
00:50 Volatility Stories
01:11 SpamBrain Explained
02:29 What It Targets
03:35 Reddit Reactions
05:03 Short Rollout Theory
06:18 SEO Advice Now
07:47 AI Content Detection
10:06 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #googlecoreupdate #googlemarchupdate #seo

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