The Edward Show

E1061: Breaking down one of the most interesting SEO experiments in recent memory: the Cats.txt hoax created by Mark Williams-Cook.
He invented a completely fake "standard" called cats.txt, published formal documentation for it, and made it look legitimate. Soon after, major crawlers were requesting the file. Google indexed it. AI overviews described it as real. ChatGPT even said it could help you rank in search and large language models.
Then the experiment went viral.
Now AI systems acknowledge that it started as a joke. But before that happened, they confidently explained how it worked and why it mattered.
This episode covers:
- What the Cats.txt experiment actually was
- How Googlebot, GPTBot, ClaudeBot, PerplexityBot, BingBot, AppleBot and others crawled it
- Why ChatGPT initially claimed Cats.txt could help with rankings
- What this reveals about how LLMs retrieve and synthesize information
- Why "LLMs.txt" style tactics are often misunderstood
- How consensus-looking content becomes treated as truth
- The circular authority problem in AI systems
- Why you can't reliably ask an LLM how its own infrastructure works
- How this connects to previous experiments with fake schema markup
The key takeaway: large language models do not inherently know what is authoritative. If enough content presents something as real, the model may confidently describe it as real. LLMs are very good at modeling what people say is true. That is not the same as knowing what is true.
I also explain why you do not need fancy technical files like LLMs.txt to show up in AI-driven systems. A clear About page, strong positioning, relevant landing pages, brand mentions, and real marketing fundamentals will do more for you than trying to implement something that sounds advanced.
If you are a business owner and want to show up in Google and in AI systems:
- Target high-intent searches tied directly to what you sell
- Build conversion-focused landing pages, not just blog posts
- Structure your site around demand
- Earn links and brand mentions
- Do marketing that makes people want to search for you
That is what moves the needle.
⭐️ Introducing cats.txt: The Missing Standard for SEO and GEO - https://www.linkedin.com/pulse/introducing-catstxt-missing-standard-seo-geo-mark-williams-cook-dijre/
⭐️ Cats.txt - https://catstxt.org/
⭐️ Lily Ray's post about Cats.txt - https://x.com/lilyraynyc/status/2058119840565436567
💎 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 Cats.txt Prank
00:43 Proof It Fooled Crawlers
02:07 Why LLMs.txt Fails
03:19 Authority And Feedback Loops
04:02 Inside Cats.txt Spec
05:18 Fake Schema Parallel
05:53 Simple GEO Advice
07:35 Wrap Up
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#generativeengineoptimization #searchengineoptimization #answerengineoptimization #seo

E1060: AI search is not magic.
It is pattern recognition at scale. It looks for consensus, relevance, authority, repetition, and reinforcement across the web. If you understand that, you can influence it.
In this episode, Kasra Dash and I break down how AI search engines like ChatGPT, Google AI Overviews, Gemini, Claude, Grok, and Perplexity decide who to recommend.
We go deep into what is working right now, what most SEOs are missing, and how brands can control what AI says about them.
This is based on live testing, deleted pages, AI citation tracking, and real-world case studies.
We cover:
- Why YouTube is massively underutilized in AI search
- How AI engines build "consensus" around a brand
- Why reviews impact not just SEO, but paid ads and AI recommendations
- How to swap out review platforms when one is hurting you
- The real effect of listicles in AI citations
- How ChatGPT uses multiple bots (and why that matters)
- What happens when you delete pages that are being cited in AI
- Differences between ChatGPT, Claude, Grok, and Perplexity
- How to influence AI by amplifying reviews across external sites
- Why most SEOs are undervaluing their skillset
- Whether affiliates and publishers still have a future in AI search
- Why customer service may be the most overlooked SEO lever
- How to think about fan-out queries and recommendation prompts
- When schema helps and when it does nothing
We also talk about:
- Click manipulation in competitive industries
- Query fan-out strategy for product recommendations
- Why brand > anonymous affiliate sites in the current environment
- Why owning assets beats running an agency long term
- How to structure comparisons and "alternatives" pages properly
If you run a SaaS, local service business, agency, affiliate site, or media brand, this episode will change how you think about AI search.
The goal is simple:
Do not let AI decide your narrative.
Understand how it works.
Build consensus.
Control your positioning.
Use SEO as leverage.
⭐️ Kasra Dash on YouTube - https://www.youtube.com/@kasradash/featured
⭐️ Kasra Dash on 𝕏 - https://x.com/Kasra_Dash
⭐️ Kasra Dash on LinkedIn - https://www.linkedin.com/in/kasra-dash/
⭐️ Kasra Dash's Website - https://kasradash.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 Kasra Dash
00:20 From Web Dev to SEO
01:54 YouTube Parasite SEO
03:55 Fixing AI Review Consensus
06:55 ChatGPT Reviews Thought Experiment
10:00 Swapping Review Platforms
13:53 Avoiding Cannibalization
15:51 Retargeting Warm Traffic
18:05 Claim Frame Prove
22:05 Customer Service Drives Reviews
25:53 iGaming Click Manipulation
27:05 Building Your Own Assets
35:10 AI Citation Testing
42:41 Getting Recommended by LLMs
45:37 Local SEO Foundations
46:48 Reviews and Kitchen Sink
47:59 Omnichannel Content Coverage
50:10 Grok and LLM Citations
54:06 Listicles and Schema Myths
58:13 Knowledge Panels and SameAs Schema
01:01:16 Future of Affiliates
01:07:14 Early SEO Mistakes
01:12:21 Building Authority Backlinks
01:18:25 Rapid Fire Takeaways
01:21:33 Presence and Mindfulness
01:24:01 Fail Faster and Seven Figures
01:29:00 Where to Find Kasra
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#generativeengineoptimization #answerengineoptimization #searchengineoptimization #seo

E1059: Is SEO actually dead this time?
Every few years, the industry declares the end of SEO. This time the argument sounds stronger: AI overviews, AI-generated content, Google "stealing" traffic, collapsing affiliate sites, and major ranking volatility.
In this episode, I sit down with Michał Suski, co-founder of Surfer SEO, to break down what's really happening.
We talk about what has really changed since 2017, what hasn't changed at all, and why much of the panic around AI is missing the point.
This is not a hype conversation. It's a grounded discussion about brand, behavior, backlinks, attention span, and what Google is really rewarding right now.
What we cover:
- How Surfer started as a side project and grew into one of the best-known SEO tools
- Whether AI overviews are actually killing organic traffic
- Why top-of-funnel content is disappearing (and why that might be fine)
- The truth about self-promotional listicles and whether they're risky
- How Google likely detects low-quality AI content
- Why behavioral signals matter more than ever
- What happened to Surfer's traffic - and why losing it wasn't necessarily bad
- Why niche focus beats broad authority in competitive markets
- The collapse of generic affiliate sites and what survives
- How attention span is reshaping SEO strategy
- Whether SaaS is still a good opportunity in 2026
- What matters more today: topical authority, backlinks, brand, or user behavior
- What Michał would do with only 90 days to grow traffic
- Why rewriting old content is one of the biggest missed opportunities
- The role of brand mentions vs traditional link building
- Whether there is still a future for pure affiliate SEO
One of the biggest themes of this episode:
Content alone is not enough. It's an enabler, not a differentiator.
Brand, trust, behavior, and relevance are doing more of the heavy lifting than most people realize.
If you run a SaaS, niche site, agency, or you're building in SEO right now, this conversation will give you a clearer framework for what matters - and what doesn't.
Listen if you want perspective instead of panic.
⭐️ Surfer - https://surferseo.com/
⭐️ Michał Suski's website - https://msu.ski/
⭐️ Michał Suski's LinkedIn - https://www.linkedin.com/in/michal-suski/
💎 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 Michał Suski
00:17 Surfer Origin Story
00:56 What Surfer Does Now
02:00 How Search Behavior Shifted
06:02 SEO Panic vs Reality
06:44 Self Promotional Listicles Debate
12:47 How Google Spots AI Spam
19:03 Traffic Loss and Identity Drift
25:35 Niche Down for Advantage
31:10 AI Content Workflow That Works
35:24 Defining Good Content and UX
41:24 Founder Habits and ADHD
43:56 Which Content Google Rewards Now
45:23 Affiliate SEO Aftermath
47:20 Short Form Attention Shift
49:08 AI Citations Token Economy
51:35 Affiliate Sites Future
54:47 Google IO Build In SERP
57:27 SaaS Still Blue Ocean
01:00:34 Ranking Signals Today
01:03:48 90 Day Growth Shortcut
01:07:03 Hidden SEO Opportunities
01:09:06 Claude Vibe Coding Workflows
01:13:26 Programmatic SEO Reality
01:15:23 Why Poland SEO Thrives
01:17:32 Conference Networking Truth
01:23:28 Podcast Streak Finale
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #seo #aiseo #contentmarketing

E1058: AI search tools don't just look at your website anymore. They look at your reviews. They scan Reddit threads. They surface YouTube videos. They analyze what real people are saying about your brand.
And if the internet says bad things about you, AI will repeat it.
I break down why customer service is no longer just a support function. It directly affects whether AI tools recommend your product, whether buyers trust you during due diligence, and whether your brand gets shared organically across platforms like YouTube and Reddit.
If you sell anything high-priced, subscription-based, or competitive, this matters even more.
We cover:
- Why AI search cites reviews and user-generated content
- How fake review channels are influencing brand perception
- Why bad reviews are more damaging today than they were pre-AI
- The connection between customer service and SEO
- How user-generated content shows up in Google and AI results
- Why trying to shortcut with tactics like parasite SEO can backfire
- How good support reduces negative posts on Reddit and review sites
- Why personalized customer experiences increase organic brand mentions
- What happens when your brand name gets banned from communities
- Why "good product" isn't enough anymore
There's a clear shift happening:
Instead of brands controlling the narrative, AI is aggregating the narrative from everywhere else.
If your customers are unhappy, that becomes searchable.

If your customers are happy, that becomes searchable too.
The simplest way to protect your brand in this new environment is not manipulation, automation, or shortcuts.
It's strong customer service.

It's personal support.

It's giving people a reason to say good things about you without being asked.
I also share a recent review of my SEO course and explain why long-term brand trust is built through both product quality and support.
If you care about:
- SEO
- AI search
- Brand reputation
- Long-term growth
- Sustainable marketing
This episode is for you.
💎 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 AI Search Makes Reviews Matter
00:46 Fake Review Channel Scam
02:08 Why Bad Reviews Spread
03:13 Max Out Customer Service
04:49 UGC Wins in Search
05:50 Parasite SEO Explained
07:02 Risks of Gaming Reddit
07:49 Trust in Due Diligence
08:20 Shortcuts vs Real Support
09:01 Example Review
10:57 Wrap Up and Goodbye
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#reputationmanagement #searchengineoptimization #seo #publicrelations

E1057: One of the most common mistakes in SEO:
Targeting multiple keywords on your homepage.
A lot of marketers and even experienced SEOs believe the homepage has the most authority, so it should target everything. They stuff a primary keyword into the H1 and then scatter additional keywords into H2s and body copy.
It sounds logical.
It doesn't work.
And worse, it costs you money.
In this episode, I explain:
- How Google prioritizes relevance more than most SEOs realize
- How authority actually works (and why the homepage isn't your magic ranking page)
- Why stuffing keywords into your homepage weakens your SEO strategy
- How this mistake hurts conversions
- Why your homepage should be optimized for conversions, not rankings
- The right way to structure dedicated SEO pages
- How hub pages pass authority to service pages and blog posts
- How to actually target a single keyword on your homepage
- The risk you still run even if you do it correctly
Most people think in terms of backlinks and authority. They don't think enough about relevance and intent.
If you want to rank for multiple keywords, build dedicated pages. Put them one to two clicks from your homepage. Build links to hub pages when appropriate. Keep your homepage focused on converting the traffic you're already getting.
SEO is simpler than most people make it:
Relevance and authority.
That's it.
If you know someone making this mistake, send them this episode.
💎 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 Homepage SEO Mistake
00:40 How Google Ranks
01:50 Why Marketers Stuff Keywords
02:35 Relevance vs Backlinks
03:47 Conversion First Homepage
04:11 Build Keyword Pages
05:25 Single Keyword Homepage
06:13 Why It Still Fails
08:41 Final Thanks Goodbye
The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/
#searchengineoptimization #seo #marketingstrategy #localseo