Second-person language boosts performance

E971: Matt Diamante shares a simple experiment that produced surprising results: adding expert quotes to AI-written content led to AI Overview citations within two hours of publishing.

We break down what was tested, what changed, and why this small adjustment may be influencing how Google's AI Overviews and large language models evaluate content.

What we cover: - The exact test Matt ran and what was different about the winning content - Why adding expert quotes may increase AI Overview citations - The role of outbound links and why linking out can improve rankings - The relationship between expert quotes and E-E-A-T signals - Whether this works for informational content only, or also bottom-of-funnel pages - How AI Overviews affect click-through rates and what that means for strategy - Why topical authority still matters in an AI-first search environment - How to build topical authority using People Also Ask questions - The risks of scaling AI content too aggressively - What separates good AI-assisted content from low-quality AI spam - When technical SEO fixes matter - and when they don't - Why matching search intent is still the foundation of ranking - How local businesses can use simple marketing tactics to dominate their market

We also discuss: - Whether SEO for LLMs is actually different from traditional SEO - How branded search impacts authority - Why some experienced SEOs still operate like it's 2014 - The importance of structure, clarity, and answering the question immediately - Why above-the-fold content matters more than ever

This episode goes deeper than just "add expert quotes." It's a broader conversation about how search is evolving, what Google is rewarding, and how to adapt without overcomplicating the fundamentals.

If you care about ranking in AI Overviews, building authority, and understanding what is actually moving the needle right now, this episode will give you practical ideas to test.

New episodes every day.

⭐️ Matt Diamante on Instagram - https://www.instagram.com/heytony.agency/ ⭐️ Matt Diamante on TikTok - https://www.tiktok.com/@heytonyagency ⭐️ Matt Diamante on YouTube - https://www.youtube.com/@heymattdiamante ⭐️ Matt Diamante's agency - https://heytony.ca/

💎 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 Expert Quotes Breakthrough 00:57 How to Add Real Quotes 02:28 Outbound Links Experiment 04:28 Top vs Bottom of Funnel 09:08 Building Topical Authority 09:53 People Also Ask Scaling 13:54 AI Content Spam Risks 18:50 Write for Scanners 21:04 LLM SEO vs Google 25:45 Site Audit Priorities 36:57 Shopify SEO Essentials 41:49 Second Person Wins 45:59 Outdated SEO Habits 47:20 Low-Hanging Fruit Wins 50:26 Technical Fixes vs Content 51:50 When Fixes Matter 01:00:35 Schema and SERP Reality 01:04:20 Branded Search Signals 01:05:29 Buying Local Businesses 01:10:05 Nail Salon Marketing Playbook 01:14:50 Prioritizing for Owners 01:17:46 Wrap Up

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

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