The Search Session

What happens to SEO when rankings matter less than trust and brand presence?In this episode of The Search Session, Gianluca Fiorelli sits down with Miracle Inameti-Archibong to explore how AI is reshaping SEO far beyond keywords and clicks. The conversation looks at visibility without traffic, brand-led SEO in an AI-powered search landscape, and why trust, relationships, and human context are becoming central to sustainable search performance. From using AI as a daily working ally to rethinking brand voice, technical foundations, and SEO leadership, this episode offers a sharp, people-first perspective on where search is heading next.This is the 47th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Miracle Inameti-Archibong(01:55) How AI Is Reshaping Daily Workflows in Large Organizations(07:06) Why “More Keywords” is No Longer the Right Strategy(11:13) Breaking Silos: Integrating SEO, Brand, and Product(14:09) The Synergy of Search and Social Media(18:24) Building Advocacy vs. Selling: Brand Behavior on Socials(21:58) The Critical Role of Technical SEO for Agentic AI(27:06) Mentorship in SEO: Growth, Boundaries, and Respect(31:47) Why SEOs Rarely Become CMOs - and How That Can Change(36:27) Beyond the Bio: Miracle Inameti-Archibong👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/brand-led-seo-in-ai-search-era Where to find Miracle Inameti-ArchibongLinkedIn: https://www.linkedin.com/in/miracle-inameti-archibong-cmgr-fcmi-39168713/ X: https://x.com/mira_inam Website: https://www.miracleinametiarchibong.com/  Website: https://www.jlpjobs.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What does it really take to build a scalable agency, grow a brand through content, and stay ahead in an AI-driven search landscape?In this episode of The Search Session, Gianluca Fiorelli sits down with Himani Kankaria, growth marketing strategist and founder of Missive Digital, to unpack her journey from consultancy to agency, the evolution of India’s SEO community, and the strategies shaping modern brand visibility. From fixing broken content models and rethinking SEO writing rules to blending omnichannel marketing with AI and LLM-driven discovery, the conversation offers sharp insights into what drives sustainable growth today—without losing the human edge.This is the 47th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Himani Kankaria(04:26) How a Solo Consultant Ended Up Building an Agency(07:27) How India’s SEO Community Found Its Voice Again(12:56) Why Most SaaS Content Strategies Don’t Actually Work(20:02) What Happens When You Stop Writing for Old SEO Rules(22:56) What Omnichannel Really Does for Your Sales Pipeline(27:42) Helping Business Leaders Sound Human on LinkedIn(32:44) Why Use-Case Content Wins in the Age of LLMs(44:33) Beyond the Bio: Himani Kankaria👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/unlearning-old-seo-content-strategies-to-improve-brand-visibilityWhere to find Himani KankariaLinkedIn: https://www.linkedin.com/in/himanikankaria/ X: https://x.com/himani_kankaria Website: https://missivedigital.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens to SEO when search is no longer just about keywords and clicks?In this episode of The Search Session, Gianluca Fiorelli sits down with growth advisor Kevin Indig to unpack how AI is reshaping search, visibility, and the role of SEO itself. From Google vs. ChatGPT to entity-driven SEO, agentic search, and the shift from clicks to influence, this conversation explores what really matters for brands and SEOs in an AI-first world. If you’re thinking about the future of search beyond rankings, this one’s for you.This is the 46th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Kevin Indig(02:27) Google vs ChatGPT: Who Wins AI Search?(10:42) What Analytics Could Look Like in AI Search(21:43) Agentic Search: Optimization and Hurdles(32:24) Workflow Automation: From Clicks to Influence(41:13) Context Engineering: Unlocking Internal Data(42:43) Reputation Management and "Reliability Racks"(47:05) Visual Search, Smart Glasses, and Google Lens(53:31) Beyond the Bio: Kevin Indig👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/beyond-old-seo-models-ai-search Where to find Kevin IndigLinkedIn: https://www.linkedin.com/in/kevinindig/ X: https://x.com/Kevin_Indig Website: https://www.growth-memo.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

Ever wondered how news SEO is evolving in a world of AI, Google Discover, and creators? In this episode of The Search Session, Gianluca Fiorelli sits down with John Shehata, audience growth consultant and news SEO expert, to explore the shifting landscape of visibility. They dive into why news SEO plays by different rules, how AI Overviews and Google Discover are reshaping discovery, and what publishers need to rethink to stay ahead. From multi-format strategies to empowering journalists as creators, this conversation uncovers the opportunities and risks shaping the future of news SEO in 2026.This is the 45th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: John Shehata(01:07) Building SEO Events Beyond the Usual Hubs(07:23) Why News SEO Is Different: Speed, Scale, and Impact(09:47) Measuring the Real Impact of AI Overviews on News(18:27) Will AI Enter Google Discover—and What Happens If It Does?(22:24) Responding to Short Attention Spans(26:05) Journalists as Creators in the Creator Economy(33:21) To Block or Not to Block AI Crawlers(37:26) News SEO in 2026: Regulation, Workflows, and new SEO Roles(42:35) Beyond the Bio: John Shehata👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/what-comes-next-for-news-seo-and-publishers Where to find John ShehataLinkedIn: https://www.linkedin.com/in/johnshehata/ X: https://x.com/JShehata Website: https://john-shehata.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

Where is search really happening now, and how should B2B SaaS teams respond when traffic drops but influence doesn’t? In this episode, Gianluca Fiorelli sits down with Gaetano DiNardi, Growth Advisor for B2B SaaS, to unpack how AI is reshaping user journeys across Google, LLMs, and video platforms. The conversation explores why traditional attribution is breaking down, how high-intent conversions can come from surprisingly low AI-driven traffic, and why YouTube, product-led content, and ungated knowledge are becoming critical in an LLM-indexed world. A sharp, forward-looking discussion on visibility, conversion, and making better decisions as search fragments and evolves.This is the 44th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Gaetano DiNardi(03:16) The Traffic Paradox: Attribution in the AI Era(07:32) Brand Entities: "How Do I Rank on ChatGPT?"(17:23) LLM Conversion Rates and The "Dark SEO Funnel"(26:39) "Search Everywhere": The Role of Video and Multimedia(30:52) SaaS Content Strategy: Ungating the PDF(34:07) Google’s AI Future: AI Overviews, AI Mode, and Web Guide(44:33) Rethinking Top-of-Funnel Content(51:42) Gaetano’s Life Outside of Work👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/saas-growth-discovery-in-ai-search-era Where to find Gaetano DiNardiLinkedIn: https://www.linkedin.com/in/officialg/ X: https://x.com/gaetano_nyc Website: https://marketingadvice.io/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when AI moves fast but marketing fundamentals stay the same? In this episode of The Search Session, Gianluca Fiorelli sits down with Michelle Robbins to unpack why understanding human behavior still sits at the core of effective search and marketing strategies, even in an AI-driven world. They cut through the hype to discuss practical AI adoption, data maturity, shifting expectations of Google and LLMs, and the ethical realities shaping the future of search. A sharp, grounded conversation for anyone navigating AI without losing sight of what really matters.This is the 43rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Michelle Robbins(04:58) "All This Has Happened Before"(09:49) Soft Skills and Linguistics in the AI Era(16:08) Why Data Foundations Matter More Than AI Models(26:20) How Michelle Robbins Evaluates AI Models in Real Work(31:40) The Hard Truth: Google Does Not Owe You Traffic(40:41) Publisher Strategies in the AI Era(51:48) The Complexity of AI Ethics(55:35) Michelle Robbins — Life, Books, and Beliefs👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/human-centered-ai-seo Where to find Michelle RobbinsLinkedIn: https://www.linkedin.com/in/michellerobbins/ X: https://x.com/MichelleRobbins Website: https://www.linkedin.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What if everything you think you know about SEO in the AI era is only half the story? In this episode of The Search Session, Gianluca Fiorelli sits down with international SEO consultant, speaker, and trainer Dawn Anderson to unpack the myths, hype, and lasting truths shaping modern search. Together, they explore why concepts like llms.txt, chunking, or BlockRank spark confusion, how SEO and academic IR often talk past each other, and why trends like GEO, AEO, and LLMO are evolutions - not revolutions. Dawn breaks down the timeless foundations of semantics, structure, and user intent, the real value of structured data, and how she uses AI as a powerful yet carefully managed assistant. They also dive into shifting search behaviors, zero-click dynamics, and the emerging promise - and limitations - of agentic search. A sharp, insightful conversation for anyone trying to make sense of where search is truly heading.This is the 42nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:00:07 Meet Our Guest: Dawn Anderson03:38 LLMS.txt and the Problem with Unofficial Protocols07:52 BlockRank and Misinterpreting Academic Papers12:08 Chunking, Passage Indexing and Topical Focus16:22 IR and SEO: Frenemies Forever19:50 Defining SEO as a Profession32:16 Structured Data, Disambiguation and AI Search39:03 How Dawn Uses AI and Python Day-to-Day41:47 Measuring AI Search, Zero-Click and Query Refinement46:07 Agentic Search and What’s Coming Next48:35 The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/information-retrieval-and-seo Where to find Dawn Anderson LinkedIn: https://www.linkedin.com/in/msdawnanderson/ X: https://x.com/dawnieando Website: https://bertey.com  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What if the future of ranking comes down to authenticity, reputation, and smart testing?In this episode of The Search Session, Gianluca Fiorelli sits down with Cyrus Shepard—SEO consultant, online marketer, and founder of Zyppy SEO—to decode what Google’s latest updates really mean. Cyrus shares an evidence-based look at the signals that matter now, from the rise of strong brands and genuine experience to the evolving role of AI visibility tools. Together, they explore how testing, tracking, and focused brand building help businesses of any size stay ahead in an increasingly fragmented search landscape.There’s a lot to unpack in this fast, insightful conversation—press play and dive in.This is the 41st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Cyrus Shepard(02:54) Current State of SEO and Client Experiences(04:42) Correlation Studies: What Google is Prioritizing Now(14:03) SEO Testing and Experimentation Methods(17:24) Why Google Is Rewarding Imperfect but Authentic Content(25:44) How Cyrus Uses AI, Voice Search & Google(29:05) AI Visibility Tracking: Hype, Tools & What to Measure(34:47) Off-Site SEO and Reputation Management(42:37) The “Messy Middle” & Multi-Channel Presence(45:29) SMBs vs Enterprises: What Each Can Learn from the Other(48:09) Cyrus - Behind the Scenes👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/what-drives-search-visibility Where to find Cyrus ShepardLinkedIn: https://www.linkedin.com/in/cyrusshepard/  X: https://x.com/CyrusShepard Website: https://zyppy.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when SEO, PPC, analytics, and AI finally speak the same language?In this episode, Gianluca Fiorelli interviews Arnout Hellemans, a consultant known for blending data, advertising, and search strategy into one no-nonsense approach to digital performance. Their conversation dives into smarter measurement, the shifting world of attribution, and how AI is reshaping PPC—both in automation and in the way Google surfaces ads through new AI features. Arnout explains why the most powerful insight often starts with asking the right business question, how first-party and backend data can unlock truly useful dashboards, and why blended profitability metrics beat pixel-perfect attribution every time. They also explore privacy laws, consent challenges, ad monetization in AI Mode, and the practical ways Arnout uses AI to work faster, cleaner, and more creatively.This is the 40th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Arnout Hellemans(01:00) How SEO Feels Right Now(03:09) Common Onboarding Mistakes in SEO(09:37) Why Proprietary Data Beats Standard Analytics(13:38) The Attribution Problem(21:13) Data Governance Fundamentals(25:02) Google's AI Push in PPC(30:33) AI Overviews Impact on Paid Search(33:21) Ad Placement in AI-Generated SERPs(37:35) AI Tools in Arnout's Workflow(40:08) The Modern Customer Journey(43:18) Oysters and Events: The Personal Side👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/rethinking-measurement-smarter-data-attribution-ai Where to find Arnout HellemansLinkedIn: https://www.linkedin.com/in/arnouthellemans/ X: https://x.com/hellemans Website: https://onlinemarkethink.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when real-world SEO meets real-world AI? In this episode, Gianluca Fiorelli sits down with Sophie Brannon, SEO specialist and Co-Founder & Director of StudioHawk US, to explore how AI is transforming search—without the hype and without the fear. Their conversation digs into the shift from buzzwords and big promises to practical adoption, smarter workflows, and meaningful results. Sophie shares how StudioHawk uses AI for content, sentiment insights, and global oversight, while still knowing when human expertise should take the lead. From agentic search to influencing how LLMs talk about brands, this episode brings clear, future-focused vision to a rapidly evolving space. Curious to hear how it all connects? Press play and dive in.This is the 39th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:05) Meet Our Guest: Sophie Brannon(01:42) Cutting Through the AI Hype and Overwhelm(04:32) What’s Scaring SEOs About AI(08:57) Overpromising and Practical AI Implementation(13:26) How StudioHawk Uses AI Day-to-Day(16:10) Guardrails: Human Creativity in the Loop(18:32) Sophie’s Personal AI Habits(20:21) Evolving Roles: “AI + Something”(22:41) Winning Brand Visibility in LLMs(27:20) Reddit, Forums & the Schema Debate(34:07) When NOT to Use AI(40:09) Agentic Search & E-commerce Readiness(46:00) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/beyond-ai-search-hype-and-overwhelm Where to find Sophie BrannonLinkedIn: https://www.linkedin.com/in/sophie-brannon-081bb294 X: https://x.com/SophieBrannon Website: https://studiohawk.com.au/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens to SEO when search goes beyond the website?In this episode of The Search Session, host Gianluca Fiorelli sits down with Ivano Di Biasi, Italian SEO specialist, software developer, and CEO & co-founder of SEOZoom, to unpack how AI is reshaping the way people search—and how SEOs must evolve with it.Ivano reveals why informational traffic is dropping while transactional intent stays solid, how Google ranks websites and UGC on different paths, and why true visibility now lives across web, video, and social. He explains why branded searches remain the strongest signal of real impact, how keyword clustering defines modern intent, and why AI citations still rely on traditional rankings rather than independent discovery.It’s a deep dive into the future: structured results, citation-driven SERPs, and a search world where AI and classic SEO converge. Tune in for the data, the discoveries, and a clear view of where search is heading next.This is the 38th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Ivano Di Biasi(00:46) How AI Is Changing SEO in Italy(10:47) From Clicks to Visibility: What to Measure(19:52)Training Data vs. Real-Time Data in AI Search(30:40) Keyword Clusters, Fan-Out & Intent(37:06) The Future SERP: Web Guide-Style, AI-Enhanced(44:14) Agents, MCPs & Monetizing AI Mode(51:34) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/understanding-ai-powered-search Where to find Ivano Di BiasiLinkedIn: https://www.linkedin.com/in/ivano-di-biasi-70049419/ X: https://x.com/idibiasi  Website: https://ivano.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when AI Overviews, core updates, and real-world SEO collide?In this episode of The Search Session, host Gianluca Fiorelli sits down with MJ Cachón, the Spanish SEO consultant and strategist known for her work across data-driven search, business strategy, and complex site migrations. From the shifting impact of AI on brands of every size to the lingering misunderstandings around rankings, MJ offers a grounded perspective on what’s changing - and what’s not. She dives into lessons learned from Google core updates, why education still matters, how SEOs and developers can collaborate without friction, and where AI tools can enhance (but never replace) human expertise. A sharp, practical conversation for anyone navigating the evolving search ecosystem. Tune in and get ready for clarity.This is the 37th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:00:07 Meet Our Guest: MJ Cachón02:33 Managing Client Expectations11:29 Visibility vs. Traffic: The New Value Proposition19:47 SEO's Role in Brand Building24:08 Core Update Analysis & Patterns30:16 Website Migration: Common Mistakes & Best Practices33:47 Managing Developer Relationships38:25 AI Tools in Daily SEO Work45:39 Learning from Failure: The User Agent Mistake48:38 Personal Life & Interests👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/staying-grounded-ai-driven-seo-mj-cachon Where to find MJ CachónLinkedIn: https://www.linkedin.com/in/mjcachon/  X: https://x.com/mjcachon Website: https://www.mjcachon.com/ Laika Agency: https://laikateam.com/   Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when AI reshapes how people search, feel, and buy online?In this episode of The Search Session, host Gianluca Fiorelli sits down with Italian digital strategy advisor Marco Loguercio to explore the evolution of e-commerce in an AI-driven world. From omnichannel search trends revealed by the Osservatorio Search in Italy to the rising impact of real intent over guesswork, the conversation dives into how data and emotion are merging to redefine the product experience. Marco explains why content must be treated as part of the product itself, how emotional imagery paired with clarity drives conversions, and why the line between online and offline shopping is disappearing. With ChatGPT now integrating checkout through platforms like Etsy and Shopify, the stakes for understanding buyer behavior and controlling first-party data have never been higher.Tune in for a fast-paced conversation packed with insights on aligning search, content, and commerce to meet people where their desire begins. Enjoy!This is the 36th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:05) Meet Our Guest: Marco Loguercio(04:35) Is SEO Becoming Commoditized?(07:09) The Omnichannel Search in Italy 2025(12:57) The Rise of Search Fatigue(17:35) Content That Truly Serves Customers(24:28) Authenticity and Insights in Online Communities(28:16) The Dual Role of Product Pages(31:15) Connecting Online and Offline Commerce(36:01) LLMs Enter Commerce: ChatGPT, Etsy, and Shopify(41:20) The Attribution Dilemma in the Age of AI(49:32) The Athlete’s Mindset Behind Marketing Success👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/e-commerce-in-omnichannel-ai-search Where to find Marco LoguercioLinkedIn: https://www.linkedin.com/in/marcologuercio X: https://x.com/marcologuercio Website: https://www.marcologuercio.it/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:  /@advancedwebranking

What happens when SEO grows up? In this episode of The Search Session, Gianluca Fiorelli sits down with Tom Critchlow to explore the uncomfortable truths of modern SEO - where tactics meet business strategy and brand power drives real impact. They dive into the future of AI answers, the limits of traditional SEO, and why linking out might just save search from becoming a wall of text. Tune in to discover how SEO is evolving beyond the blue links and what it really takes to stay relevant in the age of AI.This is the 35th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Tom Critchlow(01:43) How SEO Is “Complicated” Now(04:25) Why Links (and “Reasons to Click”) Will Come Back(13:27) What Really Moves SEO(20:43) The New SEO Agency Model(25:40) SEO vs. GEO Is a False Binary(30:47) Reputation & Sentiment: ORM in the LLM era(37:40) Creator Economy in the AI Era(47:17) QuickPersonal Note: “Not American—New Yorker”👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/leveling-up-seo-in-ai-era Where to find Tom CritchlowLinkedIn: https://www.linkedin.com/in/tomcritchlow/ X:  https://x.com/tomcritchlow Website: https://tomcritchlow.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when old-school SEO meets the AI-powered search era? In this episode of The Search Session, Gianluca Fiorelli sits down with Martin MacDonald to trace SEO’s evolution—from the experimental 2000s to today’s world of LLMs, structured data, and enterprise-scale challenges. Expect insights on how AI reshapes search visibility, why structured data still pays off, and what it really takes to drive impact across millions of pages. Tune in for a sharp, human take on where search is headed next.This is the 34 episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Martin MacDonald(04:50) From Pre-Google SEO to AI Search(20:12) Spotting “AI Bros” vs. Real Experiments(23:41) How LLMs Really Build Answers(29:03) Structured Data’s Second-Order Effects in AI(35:24) Experiment Framework: Mining GSC for LLM Query Patterns(42:35) Can You Trust GSC?(46:12) Enterprise SEO at Scale: Breadth > Single Keywords(54:40) Quickfire Personal👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/enterprise-seo-in-age-of-ai-llms Where to find Martin MacDonaldLinkedIn: https://www.linkedin.com/in/searchmartin/ X:  https://x.com/searchmartin/ Website: https://barbadosSEO.com  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when AI stops being just a helper and starts reshaping the very core of marketing strategy and brand building? In this episode of The Search Session, Gianluca Fiorelli sits down with Joanna Lord, global brand leader, to explore how AI is transforming organizations, driving growth, and redefining resonance. From productivity gains to bold strategic pivots, Joanna shares a clear, practical lens on the future of marketing and what it means to lead with AI at the center. Tune in for a conversation that’s equal parts insightful and actionable.This is the 33rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Joanna Lord(04:08) AI-Native Roles Across Startup Stages(08:30) CRM-Powered SEO(17:29) Beyond Efficiency: AI as Marketing Strategy(25:25) From Reach to Resonance(35:03) AI is Merging Creators with Brand Strategy(42:36) Measurement and Consent-First Personalization(45:46) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/building-resonant-brands-with-ai Where to find Joanna Lord X: https://x.com/joannalord  Website: https://www.joannalord.com/ Threads: https://www.threads.com/@joannalordLinkedIn: https://www.linkedin.com/in/joannalordSubstack: Building Beautiful Things > https://joannalord.substack.com/ Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What does SEO really look like in a world shaped by AI, fragmented search, and constantly evolving user behavior?In this episode of The Search Session, Gianluca Fiorelli is joined by Andy Chadwick, who describes his work as “driving brand visibility across every search platform.” Andy shares a sharp, forward-thinking take on the future of search, exploring ideas like ambient visibility—the need to show up everywhere your audience is searching, not just on Google. He explains why cutting top-of-funnel content is a mistake, how topical authority is built through breadth, depth, and recognition, and why keywords are still the building blocks of content strategy. From content fragmentation strategies that can outpace big players to his concept of “3D search intent,” this conversation is packed with insights that challenge old assumptions and reveal what it really takes to stay visible in today’s search landscape.This is the 32nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:08) Meet Our Guest: Andy Chadwick(03:10) How SEO Is Treating Us in 2025(07:28) “Ambient Visibility” in SEO(13:44) Topical Authority: What It Is (and Isn’t)(21:54) Keyword Insights: What’s New and What’s Next(25:06) Content Fragmentation Strategy(27:36) Are Keywords Dead?(34:01) Mining Reddit for Real Questions(43:15) The Future of Search: Fragmentation & 3D Intent(48:25) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/topical-authority-in-multi-platform-search Where to find Andy ChadwickLinkedIn: https://www.linkedin.com/in/andy-chadwick/ X:  https://x.com/digitalquokka Website: https://www.keywordinsights.ai/ Website: https://snippet.digital/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when you sit down with a true SEO pioneer who’s spent decades shaping the industry and teaching the next generation? In this episode of The Search Session podcast, host Gianluca Fiorelli welcomes Ian Lurie - strategist, educator at the University of Washington, and self-described nerd with a passion for digging into the details.The conversation explores the evolving mindset of young professionals compared to earlier generations, why chunking optimization reflects the way humans naturally absorb information, and how Ian sees AI not as a shortcut but as a genuine collaborator.He also shares practical insights on the quick technical wins that deliver outsized results, the importance of focusing on business metrics over vanity ones, and why marketers must embrace lift-based measurement as a foundation for long-term success.Packed with sharp perspectives and hands-on advice, this episode offers both a thoughtful look at the past and a clear direction for the future of SEO and marketing performance.This is the 31st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Ian Lurie(02:57) Handling AI Overviews & Client Confusion(07:32) AI, Automation Hype & Critical Thinking(14:56) Chunking, Passage Ranking & Writing for Humans(22:34) AI as Creative Partner, Not Automator(28:32) A D&D Party for Digital Marketing(32:42) Site Performance Quick Wins(36:30) Metrics After Zero-Click(46:06) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/build-value-measure-lift-ai-seach Where to find Ian LurieLinkedIn: https://www.linkedin.com/in/ianlurie/ X:  https://x.com/ianlurie Website: https://www.ianlurie.com/   Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 30-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What does it take to create content that truly stands out in an AI-driven search world? In this episode of The Search Session, Gianluca Fiorelli chats with Shelley Walsh, SEO Content Strategist and industry veteran, about the shift from spammy SERPs to AI, the rise of creative, non-traditional voices in SEO, and why clarity, intent, and audience connection still matter most. Shelley also shares insights from her work at SEJ, where she elevated content into expert-led, evidence-based journalism. A must-listen for anyone serious about content and strategy.This is the 30th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Shelley Walsh(02:02) How’s SEO treating you?(08:36) Bringing Offline Skills to SEO(22:09) Creativity & Design Thinking in SEO(32:40) SEJ’s Content Evolution(39:19) Creativity as the Future of Publishing(43:04) Chunking & Writing for LLMs(55:40) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/smarter-content-strategy-in-ai-era Where to find Shelley WalshLinkedIn: https://www.linkedin.com/in/shelleywalsh/ X:  https://x.com/theshelleywalsh YouTube: https://www.youtube.com/@shelleywalsh  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 30-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What does it take to blend SEO expertise, startup lessons, and community building into one career?In this episode of The Search Session podcast, host Gianluca Fiorelli sits down with Yagmur Simsek, SEO & Content Strategist, conference organizer, and international community connector. Yagmur shares her unique perspective on how AI is shaping search, why startups often stumble when skipping the basics, and how generosity fuels meaningful connections in the industry. From the role of AI Overviews in brand visibility to the balance between automation and human creativity, this conversation offers practical takeaways and thoughtful reflections. Tune in to hear Yagmur’s story and her insights on the future of search, startups, and the power of local communities.This is the 29th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Yagmur Simsek(01:27) SEO Today: KPIs, Metrics, and Client Expectations(07:03) Content Collaboration with AI(13:59) Startup Pitfalls and Growth Lessons(23:22) Building and Sustaining Communities(29:30) Choosing the Right Communities for Brands(32:40) SEO Best Practices in an Uncertain Era(38:40) Organizing Events: Search ’n Stuff(46:22) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/blending-ai-networking-community-in-seo Where to find Yagmur SimsekLinkedin: https://www.linkedin.com/in/yagmursimsek91/ X: https://x.com/yagmrsmsk Website: https://searchnstuff.co.uk/ Website: https://globalcybersecuritynetwork.com/  Where to find Gianluca Fiorelli Linkedin:https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 30-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:  https://x.com/awebranking