SEO Is Not That Hard

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The search results page is no longer a tidy list of links—it’s a dynamic canvas where knowledge panels, rich snippets, featured snippets, and AI Overviews signal who Google trusts. We dig into how entities underpin every one of these features and why your real goal isn’t just ranking higher, but earning eligibility across the SERP. By treating features as an external readout of the knowledge graph, you can diagnose gaps in authority, spot competitor advantages, and plan content that aligns with real user questions.

We start with the crown...

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Most brands still try to “tell” Google who they are. We show how Google actually decides: by stitching together a ledger of facts from your site, LinkedIn, Wikipedia, news articles, and structured data—then trusting only what aligns. This is the Knowledge Graph at work, and it’s quietly steering whether you earn a knowledge panel, sitelinks, and richer visibility across search.

We break down the four streams feeding the graph—public web pages, licensed datasets, human‑edited knowledge bases like Wikidata, and direct owner signals via schema.org—and explain how each contr...

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Keywords don’t tell the whole story—entities do. We take you inside the three-step process machines use to read your content like a detective at a crime scene: highlighting potential entities, using context to resolve ambiguity, and linking each mention to a unique identifier in a global knowledge base. By the end, you’ll see why “Jordan” only makes sense when surrounded by the right clues—and how to present those clues so search engines and AIs make the right call every time.

We start with named entity recognition, the digital high...

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Most of us were trained to think in keywords—count them, match them, stuff them. But Google no longer sees the web as a bag of words; it reads the world as a network of entities, relationships, and intent. We unpack the “things, not strings” shift and explore how Hummingbird, BERT, and advances in NLP turned SEO from phrase-matching into meaning-making. Along the way, we show how entity clarity powers knowledge panels, fuels AI answers, and builds the kind of topical authority that lasts.

I walk through a simple, practical framework for mo...

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Tired of churning out endless blog posts that barely move the needle? There's a powerful alternative that smart brands are using to generate leads, backlinks, and unmatched brand authority.

In this eye-opening episode, I dive deep into "engineering as marketing" – the strategy of creating free, useful tools that attract and convert your ideal customers. Unlike standard content marketing, this approach leverages your development resources to build something truly valuable that competitors can't easily replicate. I break down exactly how industry leaders like HubSpot and Ahrefs have used this strategy to build ma...

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Ever wondered why some websites rank well but fail to convert visitors? The missing piece is likely search intent—understanding not just what people search for, but why they're searching in the first place.

Search intent is the compass that guides effective SEO and content strategy. In this classic episode from the SEO Is Not That Hard archive, I break down the four critical types of intent that drive all searches: informational (seeking knowledge), commercial (researching options), transactional (ready to buy), and navigational (finding a specific website). Using the practical example of...

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Success stories in digital business rarely follow a straight line, and the 18-year journey of Broadband.co.uk perfectly illustrates the rollercoaster ride of building a sustainable online business. What began almost accidentally in 2004, when the term "broadband" suddenly became associated with home internet service, evolved into one of the UK's leading comparison websites before culminating in a successful exit in 2021.

The early days reflect the experimental nature of the mid-2000s internet landscape. When a web agency called Broadband Communications found themselves receiving inquiries about broadband installation because of their...

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The deceptively simple concept of Time to Value might be the most overlooked factor in your SEO strategy. In this eye-opening episode, I break down why the speed at which users experience the core benefit of your website directly impacts your search rankings.

Time to Value (TTV) is that magical moment when a visitor says, "Ah, I get it!" – the instant they realize your site delivers exactly what they needed. Whether it's finding the perfect product, getting a crucial answer, or completing a task, how quickly this happens determines whether they'll st...

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A major shift has occurred in how Google Search Console reports your website's performance data, and it all stems from a quiet technical change few noticed. Google has removed the "num=100" parameter from search results—a seemingly minor adjustment with far-reaching consequences for SEO professionals and website owners alike.

This parameter allowed SEO tools to view 100 search results on a single page, gathering vast amounts of ranking data efficiently. Its removal has thrown rank tracking companies into disarray, forcing them to make ten times more requests to collect the same data, dr...

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Have you ever found yourself drowning in a sea of marketing data, unsure which metrics actually matter? The solution might come from an unexpected source—a smoke-filled room beneath London during the Battle of Britain.

In this fascinating episode, I draw surprising parallels between the RAF's revolutionary Dowding System—which helped a vastly outnumbered air force defeat the Luftwaffe in 1940—and the challenges modern businesses face with data management. The problem isn't a lack of information; it's making sense of the overwhelming flood of contradictory inputs coming from analytics, search console, CRMs...

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Looking for the magic SEO shortcut that will skyrocket your rankings overnight? You won't find it here—or anywhere else legitimate. In this candid episode, I pull back the curtain on one of the most persistent myths in digital marketing: the idea that quick fixes can deliver sustainable SEO results.

Drawing from over two decades of experience building, monetizing, and selling websites, I share why patience isn't just important—it's absolutely essential. We examine the recent August 2024 core update, where sites hit by the Helpful Content Update nearly a year ago are...

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Ever wondered if your website's loading speed really matters that much? The Financial Times conducted a bold experiment that answers this question with hard data—and the results should make every website owner pay attention.

In this episode, I dive into FT.com's fascinating study where they deliberately slowed down their website for different groups of users. Some visitors experienced the site normally, while others faced delays ranging from one to five seconds on every page load. The Financial Times tracked how these delays affected user behavior over an entire month, fo...

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Search behavior is constantly evolving, and understanding those shifts is crucial for effective SEO. This episode dives into the fascinating distinction between "intent shift" and "question shift" – two concepts that significantly impact how we should approach content creation.

The traditional view of intent shift focuses on how the purpose behind identical search queries changes over time. Think of "Christmas trees" – in December, users want to buy one; after Christmas, they need disposal information; by summer, they might be wholesalers or researchers. Google adapts to these patterns by monitoring which results users actu...

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Are affiliate websites stealing your hard-earned customers by ranking for your brand name plus "coupon code" searches? This eye-opening episode reveals a critical blind spot in many brands' SEO strategies.

Drawing inspiration from SEO veteran Carl Hendy's expertise, Edd Dawson explains why controlling your branded search experience is essential for businesses of any size. When potential customers search for your brand plus terms like "discount code" or "voucher code," they've already decided to purchase from you—so why let affiliate sites intercept them at the final stage of their journey?

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SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com

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You can get your free copy of my 101 Quick SEO Tips at: https://seotips.edddawson.com/101-quick-seo-tips

To get a personal no-obligation demo of how KeywordsPeopleUse could help you boost your SEO and get a 7 day FREE trial of our Standard Plan book a demo with me now

See Edd's...

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The future of search has arrived, and it's not quite what many SEO professionals expected. In this eye-opening episode, we dive into a groundbreaking discovery about how AI search systems like ChatGPT determine which sources to trust and cite in their responses.

A clever investigation has revealed that ChatGPT uses a method called Reciprocal Rank Fusion (RRF) to evaluate and rank content. When you ask ChatGPT a question, it doesn't just perform one search—it runs multiple related searches simultaneously and then combines the results using a surprisingly simple formula. The re...

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What happens when a 20-year veteran of SEO and affiliate marketing picks up a fresh perspective? Unexpected revenue discoveries, that's what.

In this episode, I share my honest review of "The Payout Mafia" by Neil C and James Dooley—a collection of insights from fifteen successful affiliate marketers. While I'm not typically drawn to the flashy "robbing the bank" portrayal of our industry, the book's substance quickly overcame my initial hesitation.

The real value comes from seeing where these diverse experts (spanning SEO, paid acquisition, email marketing, YouTube, and we...

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Link to Sparktoro report: https://sparktoro.com/blog/new-research-20-of-americans-use-ai-tools-10x-month-but-growth-is-slowing-and-traditional-search-hasnt-dipped/

A digital revolution or much ado about nothing? The AI versus search debate has dominated SEO conversations lately, with doomsayers predicting the end of traditional search as we know it. But what's actually happening might surprise you.

Drawing from the groundbreaking SparkToro and Datos report, this episode cuts through the hype to reveal unexpected trends in AI and search engine usage. While AI adoption has been significant—with 20% of Americans now classified as heavy users—the...

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Navigating Google's algorithm updates can feel like wandering through a dense forest without a map. But what if there's a simple trail of breadcrumbs that could help guide both your users and search engines through your website? In this episode, I share a fascinating correlation I've noticed while analyzing sites affected by recent Google updates - many lack proper breadcrumb navigation.

Breadcrumbs aren't just fairy tale elements; they're powerful navigation aids that show users exactly where they are within your site hierarchy. I'll walk you through exactly what breadcrumbs are, why...

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Managing SEO risk isn't just about playing it safe—it's about building something that lasts. After two decades in the industry, I've watched countless "guaranteed" tactics rise and fall, leaving digital casualties in their wake.

The March 2024 Google core update highlights a fundamental truth: while both white hat and black hat tactics can work, understanding the associated risks is crucial. When my team at BroadbandCoUK lost 99% of our Google traffic after the Penguin update, we narrowly avoided collapse. Recovery took well over a year—a timeline that would bankrupt many businesses depe...

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Conventional wisdom tells us faster is better in digital experiences, but what if slowing things down could actually increase user satisfaction and conversions? This episode explores the fascinating "Labor Illusion" concept – a psychological principle where users place higher value on services when they can see the work being done, even if it means waiting longer for results.

I share how at Keywords People Use, we've transitioned from quick AI-based keyword clustering to more sophisticated SERP clustering that takes longer but delivers dramatically better results. This change sparked internal discussions about how to...

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Wondering how many questions you should answer on each page of your website? The answer might surprise you.

In this best-of episode from SEO Is Not That Hard, I dive into the strategic approach to organizing content based on user questions. Rather than guessing which questions to group together or creating endless single-question pages, I reveal how keyword clustering offers a data-driven solution that aligns with Google's understanding of content relationships.

Keyword clustering analyzes which URLs Google ranks for multiple related questions, showing you exactly which topics belong together...

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Ever wondered why some SEO professionals succeed while others struggle, despite seemingly similar strategies? The answer might lie in something surprisingly simple: reading Google's guidelines.

In this illuminating episode of SEO Is Not That Hard, Edd Dawson breaks down why Google's Search Essentials (formerly Webmaster Guidelines) and Quality Rater Guidelines should be required reading for everyone from SEO beginners to seasoned experts. With Google driving nearly 70% of all website traffic, understanding their rulebook isn't optional—it's fundamental.

Dawson expertly navigates the recent simplification of Google's guidelines, explaining how they've ev...

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Struggling to understand why your content strategy suddenly stopped working in 2022? The answer may lie in a revolutionary concept from a Google patent called "information gain" – and it's transforming how search results work.

In this eye-opening episode, I dive deep into Google's "Contextual Estimation of Link Information Gain" patent and how it's likely powering the recent helpful content updates that have confused so many SEO professionals. This algorithm calculates how much new information a page brings compared to what you've already seen – constantly recalibrating search results to ensure you're not seeing the...

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Feeling buried under an avalanche of keywords? You're not alone. Keyword overwhelm affects even experienced content creators, leading to paralysis and poor content planning decisions. This episode tackles this common challenge head-on with practical solutions that will transform your approach to SEO.

The problem typically begins when traditional keyword research tools generate thousands of similar keywords, leaving you wondering: Should I create a separate page for each keyword? Which ones should I prioritise? How do I organise all this information? The good news is there's a much simpler approach that produces...

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Ever wondered why some businesses grow exponentially while others struggle to gain traction? The secret might lie in how they leverage their existing customers. 

Referral marketing transforms satisfied customers into powerful advocates by creating win-win situations that benefit everyone involved. Unlike traditional affiliate programs where only promoters receive rewards, effective referral systems incentivize both sides of the equation. When Dropbox implemented their groundbreaking referral program in 2009, they didn't offer cash – they gave extra storage space to both parties, aligning rewards perfectly with their product value. This strategy catapulted them to extraordinary gro...

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Ever wondered how to get influential websites linking to yours without begging or paying? The secret might be right in front of you: human psychology.

Link building through "EgoBait" taps into a fundamental truth about human nature - we all pay attention when someone talks about us. In this episode, I break down how creating content specifically designed to showcase others can become your most powerful link building strategy. Rather than hoping random content attracts backlinks, EgoBait deliberately targets potential linkers by featuring them prominently.

I walk you through...

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A bombshell revelation from a recent Google API documentation leak has potentially exposed the inner workings of how the search giant evaluates links. In this eye-opening episode, I explore what I'm calling Google's "Actual Surfer" model – a sophisticated evolution of their PageRank system that may completely transform how we think about link building.

The leaked data suggests Google categorizes every link in its index into three quality tiers: high, medium, and low. Most importantly, real user traffic data collected through Chrome appears to determine which tier a page belongs to. Pages re...

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Discover the hidden power of glossaries for supercharging both your website's user experience and SEO performance. Drawing from over two decades of website building and monetisation experience, Edd Dawson reveals how adding a comprehensive glossary to Keywords People Use transformed into an unexpected SEO powerhouse.

What began as a solution for explaining complex SEO terminology without repetition has evolved into a robust resource containing over 300 definitions and 20,000 words. Edd walks through the surprising benefits this seemingly simple content addition delivered, from keeping users engaged on-site to establishing strong topical authority with...

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Ever created something valuable completely by accident? That's exactly what happened when I stumbled upon the "binge bank strategy" without even knowing it existed. 

Through consistently publishing short, digestible 5-15 minute podcast episodes about SEO topics, I unexpectedly built a library of content that new listeners could easily binge through once they discovered my show. The analytics don't lie – when someone finds an episode they connect with, they often download multiple back-catalog episodes in quick succession. The beauty lies in the format: just as 20-minute TV episodes are easier to binge tha...

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The digital landscape is changing dramatically with the rise of AI-powered search, but are the core principles of SEO still relevant? Drawing on over 20 years of experience in the field, I share my observations on what truly matters for search visibility in this evolving environment.

Despite the anxiety surrounding large language models like ChatGPT and Claude, my experience shows that businesses selling physical products and websites offering unique, specialized information continue to thrive. While sites monetizing basic factual content through display advertising have suffered, those providing genuine value remain resilient against...

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Struggling with link building for your website? You're not alone. While backlinks remain crucial for SEO success, finding ethical, effective ways to acquire them can feel like an impossible task. That's why this episode uncovers a brilliant link building strategy that surprisingly few marketers utilize: creating your own awards program.

Most website owners approach awards from the wrong angle - entering competitions in hopes of winning recognition and maybe scoring a backlink from the award organizer. But there's a far more powerful approach, as demonstrated by companies like uSwitch. By becoming...

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The mystery behind Google's ranking algorithms often frustrates website owners, especially during core updates when traffic plummets without clear explanation. Many ask: "Why can't Google just tell us exactly what to do to rank well?" This episode tackles that fundamental question head-on, revealing surprising insights about why complete transparency might actually harm the web more than help it.

Search rankings operate as a zero-sum game – only one site can occupy position one for any given search query. If Google provided a perfect optimization roadmap, websites with SEO resources would dominate results, wh...

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What could running a farm possibly teach us about search engine optimization? As it turns out, quite a lot. When my family purchased a neglected farm five years ago to support our passion for horses, I never expected it would revolutionize my perspective on digital marketing. Yet the similarities between nurturing land and growing website traffic proved remarkably insightful.

The patience required when planting grass seed and waiting for pastures to develop mirrors the long-term mindset essential for SEO success. Just as I quickly learned that attacking overgrown ditches with a...

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The power of lead magnets lies in their ability to transform passive website traffic into valuable relationships. Ever watched visitors come to your site, consume content, and vanish without a trace? You're missing a crucial opportunity to build lasting connections with your audience.

Lead magnets—free items or services offered in exchange for contact details—create a value exchange that benefits both sides. For website owners, they reveal who's engaging with your content and provide a direct line of communication for future offerings. For visitors, they deliver immediate value while opening the...

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Ever wondered why some websites convert better than others, despite having similar products or content? The secret weapon might be carefully placed customer testimonials. This podcast episode dives deep into the undeniable power of social proof and how it transforms hesitant visitors into confident customers.

Customer testimonials represent the next best thing to a personal recommendation from a trusted friend. When potential customers see others like them praising your offerings, it creates an immediate sense of trust that no amount of self-promotion can achieve. Beyond boosting conversions, testimonials also strengthen your...

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Dangerous shortcuts rarely lead to lasting success in SEO. In this revealing episode, I pull back the curtain on Private Blog Networks (PBNs) – one of the most controversial black hat SEO techniques still in use today.

Drawing from my 20+ years of experience building and monetizing websites, I explain exactly what PBNs are, how they operate, and why they continue to tempt SEO practitioners looking for quick ranking improvements. While I don't condemn those who venture into black hat territory, I share my personal philosophy of building for the long term rather th...

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Tired of the endless chase for more traffic? Discover a smarter approach to affiliate marketing that can dramatically boost your revenue using visitors you already have.

We dive deep into the world of Earnings Per Click (EPC) optimization – a strategy that lets you increase affiliate earnings without attracting a single new visitor. Learn how to identify which merchants are truly delivering value, why positioning matters more than you might think, and how to strategically place your highest-performing partners for maximum returns.

This episode breaks down exactly how to analyze yo...

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What separates sustainable SEO success from devastating Google penalties? The answer often lies in your approach to backlinks. Drawing from two decades of website building experience, I share a deeply personal journey through the evolving landscape of link building – including painful lessons learned the hard way.

Backlinks remain fundamental to Google's ranking algorithm, acting as votes of confidence from one site to another. But not all backlinks are created equal. I break down backlink strategies into three categories: the good (naturally acquired links that come without solicitation), the bad (paid links di...

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When Google penalties strike, panic often follows. Whether you've been hit by the recent massive core update or you're dealing with a mysterious traffic drop, knowing how to recover is crucial for your site's survival.

Google penalties come in two distinct flavours, each requiring a different recovery approach. Manual penalties occur when an actual person from Google's web spam team reviews your site and finds violations of their terms of service. The silver lining? You'll receive specific notification through Search Console about what went wrong, giving you a clear path to...