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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 dependent on organic traffic.

Today's controversial tactics, particularly AI content generation without significant human oversight, mirror previous patterns. Google has signalled its intentions clearly, and with thousands of brilliant engineers working on detection, it's only a matter of time before automated penalties become more sophisticated. The short-term gains simply aren't worth the long-term vulnerability for those building lasting digital assets.

What many SEO influencers won't tell you is that black hat techniques create significant complications for future business opportunities. During the sale of BroadbandCoUK, I had to provide warranties about our past SEO practices—had we engaged in manipulative tactics, the entire transaction would have been jeopardized. This rarely discussed reality affects your ability to build genuine brand value or exit your business successfully.

Want to ensure your content strategy stands the test of time? Book a free demo at keywordspeopleuse.com/demo where I'll show you how to discover and answer the questions your audience is actually asking. Let's build something sustainable together that won't collapse with the next algorithm update.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 handle the waiting period for users, leading us to examine the labor illusion principle more deeply.

The evidence is compelling. Harvard research confirms that users not only accept but prefer transparent waiting experiences for complex processes over instantaneous results. I detail our own real-world experiment with BroadbandUK where implementing this principle increased conversions by a remarkable 25%. Though postcode searches could return results instantly, adding a brief interstitial screen that explained the search process transformed user perception completely.

This counterintuitive finding has powerful implications for websites offering any kind of search or processing function. By thoughtfully implementing transparent waiting experiences – showing users exactly what's happening behind the scenes – you transform a potential negative (waiting) into a demonstration of value and thoroughness. The key is transparency: don't just make users wait, show them why they're waiting and what value they're getting from that wait. Ready to see how this might apply to your content strategy? Book a free demo at keywordspeopleuse.com/demo where we can explore these concepts with your specific needs in mind.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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. When searching for "jigsaw puzzles," for instance, questions naturally cluster around themes like "brain health benefits," "jigsaws for dementia," and "best puzzles for children." Each cluster represents a comprehensive content opportunity rather than dozens of thin, single-question pages.

I walk you through practical examples of how to identify these clusters using Keywords People Use, explaining why outlier questions should become seed keywords for deeper research rather than standalone content. You'll learn why mechanically listing questions with answers creates a poor user experience, and how crafting comprehensive content that naturally addresses all clustered questions delivers superior results for both readers and search engines.

This approach eliminates the guesswork from your content strategy, ensuring you're creating pages that match how Google already understands topic relationships. Whether you're new to SEO or looking to refine your content approach, this episode provides actionable insights into creating valuable, well-organized content that ranks.

Ready to transform how you approach question-based content? Book a free, personal demo at keywordspeopleuse.com/demo where I'll show you how to find and organize the exact questions your audience is asking about any topic.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 evolved as Google's technology has advanced. He walks through the three critical components: technical requirements that make your site visible to Google, spam policies that help you avoid penalties, and best practices for improving your search presence. But he doesn't stop there. He delves into the more comprehensive Quality Rater Guidelines—the document that reveals how Google trains human evaluators to assess website quality, particularly regarding Experience, Expertise, Authority, and Trust (E-E-A-T).

What sets this episode apart is Dawson's refreshingly balanced perspective. He doesn't advocate for strictly following Google's rules or for deliberately breaking them. Instead, he emphasizes understanding where the boundaries lie so you can make informed decisions based on your own risk tolerance and business goals. He expresses frustration with SEO educators who promote tactics without transparently discussing their alignment with Google's guidelines, leaving website owners unable to properly assess risk.

Ready to level up your SEO knowledge and make more strategic decisions? Listen now, and don't forget to subscribe for more insights that demystify the world of search engine optimization. Want personalized help finding the questions your audience is asking? Book a free demo with Edd at keywordspeopleusecom/demo.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 same information repeatedly packaged in different ways.

The revelation explains why once-popular strategies like the "skyscraper technique" are falling flat. These approaches, which essentially aggregate existing knowledge from top-ranking pages, provide zero information gain. Similarly, AI-generated content, which averages out existing information rather than creating anything truly new, fails the information gain test. It even clarifies Reddit's surprising rise in search visibility – those personal experiences represent genuine information gain despite quality issues.

This paradigm shift demands a complete rethinking of content creation. Rather than asking "How can I cover this topic better than everyone else?" we now must ask "What new information can I bring that doesn't exist elsewhere?" The implications are profound for anyone creating content online.

Ready to adapt your strategy to this new reality? Subscribe to SEO Is Not That Hard for more insights that keep you ahead of the curve. And if you'd like to see how our tools at KeywordsPeopleUse.com can help you find and answer the questions your audience is actually asking, book a free demo with me at keywordspeopleuse.com/demo.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 better results.

Keyword clustering forms the foundation of this solution, helping you identify which keywords naturally belong together based on search intent. But the real game-changer comes when you shift your focus from keywords to questions. By using clustering to identify thematic areas, then researching the specific questions people ask about those themes, you'll create content that directly addresses user needs while naturally incorporating relevant keywords. This question-based approach aligns perfectly with how people actually use search engines and how Google evaluates content quality.

Ready to escape keyword overwhelm and create more effective content? Listen now to learn exactly how to implement this strategy, and discover why answering questions builds more topical authority than chasing individual keywords. For a personal demonstration of how our tools at KeywordsPeopleUse can help you find and organise the questions your audience is asking, book a free one-on-one video call at keywordspeopleuse.com/demo.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 growth as users eagerly shared with friends and colleagues to unlock more free storage.

Similarly, Octopus Energy's £50 dual credit system demonstrates how direct financial rewards can drive significant referral activity in consumer markets. The psychology behind these programs is fascinating – even highly satisfied customers rarely promote products unprompted, but given the right incentive structure, they become enthusiastic promoters. The trust factor cannot be overstated; recommendations from personal connections convert at dramatically higher rates than traditional advertising, making referral programs incredibly cost-effective customer acquisition channels.

For businesses considering implementing referral systems, the key lies in designing rewards that meaningfully connect to your product experience while making sharing frictionless. The most powerful programs create a virtuous cycle where new customers immediately understand the referral mechanism because they've just benefited from it themselves. Curious about implementing a referral program for your business? Book a free demo at keywordspeopleuse.com/demo where you can discuss your specific needs and get personalized SEO guidance.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 the three most effective EgoBait formats: interviews with industry influencers, expert roundup posts that feature multiple voices, and creating awards that companies love to showcase. Each approach leverages the natural tendency of people and organizations to share positive recognition. You'll learn exactly how to execute these strategies, from approaching influencers for interviews to creating award programs that companies will proudly display on their websites.

The beauty of EgoBait is its win-win nature. Your featured subjects get positive exposure and promotion, while you earn valuable backlinks that boost your SEO. But success hinges on two critical elements: genuinely valuable content that makes your subjects look good, and effective follow-up that encourages sharing without appearing transactional. Master these elements, and you'll transform your link building efforts from frustrating cold outreach to a natural extension of relationship building.

Ready to try a link building approach that actually works? Listen now to discover how to create content that others naturally want to share, and watch your backlink profile grow without the usual struggle. Have you tried EgoBait strategies before? I'd love to hear your results!

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 receiving significant verifiable traffic get classified as high-quality, while those with minimal or no traffic fall into the low-quality bucket where their links are effectively ignored for ranking purposes.

This revelation carries profound implications for SEO practitioners. Traditional link building schemes involving private blog networks or artificially created websites receiving no real human traffic are likely completely devalued. Meanwhile, Digital PR efforts securing placements on high-traffic publications may be significantly more valuable than previously thought – even when those links carry the nofollow attribute. Google's updated stance on treating nofollow as a "hint" rather than a directive suddenly makes perfect sense in this context – they may pass ranking value through nofollow links that appear on highly-trafficked pages in contextually relevant positions.

Ready to adapt your SEO strategy to this new understanding of how Google evaluates links? Book a free, no-obligation demo at KeywordsPeopleUse.com/demo where I can personally show you how our tools help you find and answer the questions your audience actually has – the foundation of creating truly valuable content that earns meaningful links.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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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 search engines.

The glossary strategy works on multiple levels: it provides seamless user experiences by preventing visitors from navigating away to search for definitions, creates powerful internal linking opportunities, helps establish your site as an authoritative resource, and even attracts natural backlinks from other websites. For content creators, building a glossary also serves as excellent writing practice and a springboard for developing more comprehensive content ideas.

Whether you're running an e-commerce store, business website, or content-driven platform, Edd's practical insights will help you implement this underutilized strategy for your own site. He shares real examples from his SEO glossary (available at keywordspeopleuse.com/seo/glossary) and offers specific tips for structuring and expanding your own terminology resource. Ready to boost your site's authority while delivering more value to your audience? Book a free demo with Edd at keywordspeopleuse.com/demo to discuss how Keywords People Use can help you discover exactly what your audience is searching for.

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

Help feed the algorithm and leave a review at ratethispodcast.com/seo

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 personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/