The Search Session

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

What does the future of search really look like in a world of zero-click results, AI overviews, and shifting user attention? In this episode of The Search Session podcast, Gianluca Fiorelli welcomes Rand Fishkin, one of the most recognized voices in the SEO and digital marketing world, for a candid and thought-provoking conversation. Together, they explore why SEO is thriving, how branding has become central to success, and what the rise of zero-click searches means for marketers everywhere. Rand shares his vision of marketing as a story, with Google, OpenAI, and marketers as key players, while also questioning who the true heroes really are. The discussion goes deep into how SEO supports branding—through structured data, Knowledge Graph optimization, and sentiment-driven clustering—and why memorability matters more than awareness alone. They also examine the attention shift, as TikTok, YouTube, and Reddit increasingly dominate user behavior, and search now accounts for less than 10% of online activity.This wide-ranging SEO podcast episode is packed with insights for anyone interested in the future of search, branding strategies, and the evolving role of digital marketing. If you want to understand how zero-click searches, AI, and changing platforms are reshaping the landscape, don’t miss this conversation with Rand Fishkin.This is the 28th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:05) Meet Our Guest: Rand Fishkin(04:17) SEO Through an Outsider’s Lens(10:26) AI and SEO: From Data to Creativity(17:01) From Audience Research to Zero-Click Strategy(27:06) Personalized Search and Its Impact on SEO & Branding(34:20) How Rand and Casey Henry use AI(46:30) Rand Fishkin Beyond Marketing👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/branding-in-age-of-ai-zero-click-serpsWhere to find Rand FishkinLinkedIn: https://www.linkedin.com/in/randfishkin/ X: https://x.com/randfish  Website: https://sparktoro.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

What does it really take to stay ahead in SEO when AI is reshaping search as we know it?In this episode of The Search Session podcast, host Gianluca Fiorelli sits down with Mark Williams-Cook—SEO expert, digital strategist, and founder of AlsoAsked.com. With years of experience spotting trends before they hit the mainstream, Mark shares how he communicates complex AI-driven search changes with clients, why “SEO is dead” is a myth that refuses to die, and how user intent insights from People Also Ask and query fan-out can unlock smarter content strategies.He also dives into his discoveries about Google’s site quality thresholds, the ongoing importance of user signals and trust data, and why, despite all the noise around AI, technical health, strong content, and coverage remain the foundation of SEO success.Tune in to hear fresh perspectives and timeless reminders that will reshape the way you think about search.This is the 27th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Mark Williams-Cook(01:50) How SEO Is Treating Mark Lately(09:51) People Also Ask in the Age of AI Search(22:03) Connecting Query Fan-Out, PAA, and Follow-up Questions38:04) Prompt Tracking vs. Brand Visibility(44:23) Lessons from the Google Exploit: Site Quality Score(55:43) Getting to Know Mark, Outside the SEO Bubble👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/from-people-also-ask-to-ai-search Where to find Mark Williams-CookLinkedIn: https://www.linkedin.com/in/markseo/ X: https://x.com/thetafferboy Bluesky: https://bsky.app/profile/markwilliamscook.com Website: https://withcandour.co.uk/  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 

Is affiliate marketing still worth it in 2025? In this episode of The Search Session, host Gianluca Fiorelli sits down with Gareth Hoyle and Rishi Lakhani to explore the realities of affiliate marketing—how it works, how it’s evolving, and what these changes mean for marketers. The conversation covers why LLM SEO remains uncertain and why marketers should be cautious about so-called optimization services, the importance of strong brand signals and diverse traffic sources, and the continuing role of links in competitive rankings. They also discuss how affiliates are expanding beyond Google through platforms like Discord, Telegram, and creator partnerships, and how different approaches to visibility—conversions versus impressions—can shape success. Packed with insights and candid opinions, this episode offers a clear-eyed look at affiliate marketing today.This is the 26th episode of: The Search Session YouTube Playlist Here’s what you’ll learn in this episode:(00:06) Meet Our Guests: Gareth Hoyle and Rishi Lakhani(01:40) How SEO Has Been Lately(06:10) Gaming LLM Visibility: Experiments and Tactics(09:24) Affiliate Marketing: AI, Scale, Myths, and Realities(14:38) Omnichannel Strategies & Community Building for Affiliate Websites(21:28) Link Building vs. Brand Mentions in the LLM Age(34:34) Translating the Shift from Clicks to Visibility Metrics to Clients(40:57) Personalization Challenges in AI and LLM Search(47:56) Life Beyond Marketing: Passions, Travel & Role Models 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/affiliate-marketing-in-ai-search-era Where to find Gareth Hoyle LinkedIn: https://www.linkedin.com/in/garethhoyle X: https://x.com/search_magician Website: https://garethhoyle.com/Where to find Rishi Lakhani LinkedIn: https://www.linkedin.com/in/rishilakhani X: https://x.com/rishil Website: https://pwani.co.uk/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://www.youtube.com/@advancedwebranking

What happens when an SEO expert takes their skills to one of the most unique digital markets in the world?In this episode of The Search Session, host Gianluca Fiorelli is joined by Natalia Witczyk, an International SEO Consultant who made the bold move to China, navigating a completely different search ecosystem while continuing her global SEO work.The conversation explores Natalia’s experience bridging Chinese and Western SEO markets, the influence of Baidu’s black-hat culture, the contrasting approaches of Chinese and Western brands toward global expansion, and the role of platforms like WeChat in shaping search behavior long before AI. They also discuss the risks posed by Google’s AI translations bypassing local content and languages, and why SEO strategies need to evolve toward UX personalization and human-focused metrics.Packed with valuable insights, practical advice, and real-world stories, this episode offers a unique perspective on the intersection of SEO, AI, and cultural differences in search.This is the 25th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:10) Meet Our Guest: Natalia Witczyk(02:04) Bridging Western and Chinese SEO(03:33) Chinese Brands Entering Western Markets: Key SEO Challenges(05:39) Baidu vs. Google: Why Baidu SEO is a Different Game(11:37) Lessons from Social Media: Adapting to Google’s Zero-Click Future(13:57) AI’s Impact on Search Behavior: What China’s Already Doing(18:52) How European Clients are Adapting to AI in SEO(23:56) SEO Metrics and Reporting in the Age of LLMs(28:12) International SEO Challenges: Google’s AI and Translation Issues(34:34) Natalia's Prediction: The Shift from 'International SEO' to 'International UX'(41:55) Insights from Being a Search Awards Judge: How Global SEO Strategies Are Evolving(48:52) Beyond SEO: Getting to Know Natalia👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/international-seo-insights-from-china Where to find Natalia WitczykLinkedIn: https://www.linkedin.com/in/nataliawitczyk/ Website: https://www.jademond.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://www.youtube.com/@advancedwebranking

Are you using AI in your SEO strategy—or is it using you?In this episode of The Search Session, Gianluca Fiorelli chats with the brilliant Judith Lewis—digital marketing consultant, international conference MC, and certified wine-and-chocolate connoisseur—about how AI is reshaping the search landscape.From shifting visibility in B2B and B2C, to the rise of post-purchase SEO, to the risks of AI hallucinations, this conversation is packed with sharp insights, laughs, and practical advice. Judith shares real talk on using AI to speed up tasks without replacing expertise, and why flexible strategies are key in today’s fast-changing digital world.It’s an inspiring, no-fluff episode you won’t want to miss.This is the 24th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Judith Lewis(05:26) SEO Today: Stability, Strategy, and the Post-Purchase Opportunity(07:01) B2B vs B2C in the Age of AI Overviews and The Great Decoupling(16:21) How AI Can Speed Up Work and Where It Falls Short: Recognizing Hallucination Risks(29:30) Creating Adaptable Strategies That Support Business Goals — Without Getting Stuck in Rigid Plans(39:15) The Myths of Generative Engine Optimization(43:20) Experiments, Spam Tactics, and the Limits of Persuasion(52:23) The Fireside Questionnaire👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/ai-search-strategy Where to find Judith LewisLinkedIn: https://www.linkedin.com/in/judithlewis/ X: https://x.com/JudithLewis Website: https://www.decabbit.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/ AI-Powered SEO ReportMade 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://www.youtube.com/@advancedwebranking

In this episode of The Search Session, Gianluca Fiorelli sits down with Jes Scholz - renowned growth marketing consultant and respected voice in the SEO world - to unpack what truly matters in search today. From the resurgence of excitement in SEO to the impact of AI on how we think and work, Jes shares thoughtful, experience-driven insights on how to adapt without losing sight of the fundamentals.Together, they explore why building brand salience should be at the core of any strategy, how understanding category entry points and intent beats keyword obsession, and why Google Discover deserves a seat at the SEO table. Plus, Jes offers a smart take on avoiding “AI slop” by creating genuinely valuable content. Whether you’re grappling with legacy tactics or navigating AI-driven disruption, this conversation will help you rethink your approach and move forward with purpose.This is the 23rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(01:11) Meet Our Guest: Jes Scholz(01:43) Jes's Advice on Navigating Uncertainty in the AI-Driven Era(05:35) Reframing SEO Strategy: From Keywords to Category Entry Points(13:34) How Hyper-Personalized Search Reshapes Optimization(15:40) Learning from Google Discover: Using Topical Authority to Win Visibility(20:33) Why Content isn’t Just Text Anymore and What SEOs Must Do(27:39) Chunks vs. Cohesive Content: Balancing Readability for LLMs and Real Human Users(34:41) Rethinking SEO Metrics: Using Share of Voice and Prompt Tracking to Measure Visibility(42:52) SEO Myths in the Age of AI(46:32) The Person Behind the Professional: Jes Scholz👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/building-brand-salience-in-age-of-aiWhere to find Jes ScholzLinkedIn: https://www.linkedin.com/in/jes-scholz/ X: https://x.com/jes_scholz Threads: https://www.threads.net/@jes.scholz Blueskye: https://bsky.app/profile/jes-scholz.bsky.social Website: https://www.jesscholz.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://www.youtube.com/@advancedwebranking

In this episode of The Search Session, Gianluca Fiorelli is joined by longtime friend and renowned Italian SEO expert Giorgio Taverniti for a conversation packed with fresh perspectives on the evolving search landscape. Giorgio introduces the concept of liquid search, where Google reshapes and re-renders content dynamically within its own ecosystem, and explores the power of inspirational intent—an often-overlooked driver of user behavior. He also discusses the rise of resolutive intent and how understanding the essence of content is becoming essential in an AI-driven world.From the role of creators and high-value product detail pages to building presence across platforms like YouTube and Google Discover, Giorgio offers actionable insights for modern SEOs. Instead of pushing for a complete overhaul, he encourages a mindset of experimentation: blending structured data with deep, meaningful content to stay relevant. It’s an insightful and inspiring conversation—one that brings both clarity and warmth to where search is headed next.This is the 22nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:45) Meet Our Guest: Giorgio Taverniti(03:13) What Is Liquid Search?(05:52) Understanding How Google Reformats Content: Form vs. Essence(08:04) Expanding Beyond Google and the Role of “Resolutive” and “Inspirational” Intent(13:14) Satisfying Beneficial Purpose as the Foundation of Page Quality(15:39) The AI Search Race: Who Will Win for Giorgio?(19:20) Is Search the Main Use of LLMs? Giorgio Explores AI vs. Traditional Search(23:49) What “Query Fan-Out” Means for SEOs(29:48) Lessons from Amazon and Platform-First Thinking(32:07) YouTube, Creators, and the Future of Publishers(38:59) Hyper-Personalization & Memory in AI Search(41:36) How Sessions Become Continuous Interactions(45:59) The Foundational Importance of Continous Learning (and Teaching) in SEO(50:40) The Fireside Questionnaire👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/the-seo-age-of-liquid-search Where to find Giorgio TavernitiLinkedIn: https://www.linkedin.com/in/giorgiotave X: https://x.com/giorgiotave Website: https://www.giorgiotaverniti.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 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://www.youtube.com/@advancedwebranking

Is AI the biggest disruption to SEO—or the start of its next evolution?In this episode of The Search Session, host Gianluca Fiorelli welcomes Aleyda Solís, internationally renowned SEO consultant and speaker, for a deep dive into how AI is reshaping the world of search.Aleyda shares her optimistic and practical take on the future of SEO in an AI-driven landscape—emphasizing that while things are changing fast, there’s no need to panic. SEO isn’t dead; it’s evolving. From chunk-based content strategies to adapting for new interfaces, she explains how to build on what we already know and stay effective in the face of change.Whether you’re just starting out or leading large-scale SEO efforts, this episode offers valuable insights, strategies, and career advice to help you navigate what’s next—with clarity, flexibility, and curiosity.This is the 21st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:26) Meet Our Guest: Aleyda Solis(02:13) How SEO Feels in 2025(08:51) How Aleyda Is Guiding Clients Through Uncertainty(16:43) Dealing with AI Overviews and Traffic Decoupling(22:16) How Aleyda Uses AI in Her Workflow(25:44) Best Practices for SEO in the Age of AI(34:19) Aleyda’s Process: Starting a New Client Engagement(42:36) What Aleyda Wishes She’d Known in 2006 About Productivity, Testing, and Outcomes(46:54) Quickfire Questions: Getting to Know Aleyda👉 Read the full article and explore additional insights:https://www.advancedwebranking.com/blog/adapting-old-seo-rules-to-the-new-ai-search Where to find Aleyda SolísLinkedIn: https://www.linkedin.com/in/aleyda/ X: https://x.com/aleyda Website: https://www.aleydasolis.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://www.youtube.com/@advancedwebranking

Is traditional SEO enough in the age of AI-powered search?In this episode of The Search Session, Gianluca Fiorelli talks with Mike King—the creator of “relevance engineering”—about how AI is reshaping the way we approach search. From building tools that mimicked AI Overviews back in 2020 to redefining what it means to optimize content today, Mike shares how he and his team at iPullRank have been leading the charge.They dive into how client perceptions around AI have evolved, why visibility now depends on omni media content strategies, and how SEOs must think beyond blog posts to research, white papers, and systems-level thinking. Mike also breaks down the mechanics behind AI Overviews and explores the rise of agentic SEO—modular, automated systems built for the ever-shifting landscape of modern search.As Mike says, we’re no longer just tweaking websites—we’re building engines for discoverability in the era of AI.This is the 20th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:22) Meet Our Guest: Mike King(01:11) How SEO Is Treating Mike King in 2025(02:28) Enterprise Clients' Reactions to the Rise of AI in Search(07:41) How SEOs Can Start Learning AI Search(10:31) Relevance Engineering: A New Definition of SEO(14:53) Inside Google’s AI Mode & AI Overviews Architecture(17:57) SEO in the AI Era: Owning More Raffle Tickets(20:21) Chunkable and Multimodal Content Strategy(22:39) The Publishing Industry Under Pressure(26:38) Memorability Over Visibility: The Real SEO Goal(31:06) Context Matters More Than Mentions(33:49) Speculating on the Future of Google Search Features(36:49) The Risks of Filter Bubbles and Cognitive Atrophy(39:24) Agentic Search and Modular Search Architecture(41:56) Why Google Will Still Win the AI Search Race(44:05) Measuring SEO Impact in the Age of AI(46:25) The Fireside QuestionnaireWhere to find Mike KingLinkedIn: https://www.linkedin.com/in/michaelkingphilly/ X:https://x.com/iPullRank Website: https://ipullrank.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://www.youtube.com/@advancedwebranking

Is AI changing SEO for better—or just faster?In this episode of The Search Session, Gianluca Fiorelli, sits down with Chris Green, Technical Director and Senior Consultant at Torque, to explore how AI is reshaping search—and why he’s embracing it with curiosity, not fear.Chris shares how the rise of tools like ChatGPT has pushed SEO back to its experimental roots. Instead of chasing hacks, it’s about sharpening our thinking, asking better questions, and staying grounded in the fundamentals: understanding user intent, building authority, and guiding the full search journey.A great talk about smarter workflows, why “It depends” isn't always enough, what Chris looks for in a site audit, and how his background in film theory still influences his SEO approach today.Whether you’re navigating AI shifts or refining your strategy, this episode is packed with thoughtful, practical insights.This is the 19th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Chris Green(03:51) What Still Holds True in SEO?(11:28) Agency Perspective: What Clients Are Asking Now(18:32) How Chris is Using AI to Build Workflows, Not Just Content(26:53) Chris's Approach When Reviewing a New Client's Site(29:43) Doing SEO in a Fragmented Search Ecosystem(35:30) Reflections on Chris's “It Depends” Short-Form SEO Video Series(38:20) Handling the Dreaded “It Depends” Questions(42:27) When Best Practice Isn't the Best Choice(47:07) The Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/from-it-depends-to-action-in-seo-age-of-aiWhere to find Chris GreenLinkedIn: https://www.linkedin.com/in/chrisgreenseo/ X: https://x.com/chrisgreenseo Website: https://www.torquepartnership.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://www.youtube.com/@advancedwebranking

Is AI about to reshape the future of online news as we know it?In this episode of The Search Session, Gianluca Fiorelli sits down with Barry Adams—veteran SEO consultant and co-founder of the News & Editorial SEO Summit—for a candid conversation about where news publishing is headed in the age of AI. Barry shares why he believes Google Discover will become an even more vital traffic source for publishers, and why "AI Mode" might be more disruptive than AI Overviews. He also discusses the shrinking landscape of news and why only publishers with a clear editorial direction will stand a chance.If you work in news, content strategy, or SEO, this is a conversation you’ll want to hear.This is the 18th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:22) Meet Our Guest: Barry Adams(01:51) AI Overviews vs. AI Mode - and Their Impact on News(08:55) A New Business Model for News(18:03) News Licensing Deals and the LLM Economy(22:28) How Smaller Publishers Can Survive(26:03) What Traditional Publishers can Learn From Creators and Community Builders(30:57) Barry’s Approach to SEO Audits, Client Relationships, and Lessons from the Field(36:14) How “SEO Copywriting” and “AI Copywriting” Are Hurting Content(40:02) The SEO Wisdom Barry Gained From Working With Clients(45:12) Optimizing Multimedia Content(48:08) The Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/news-seo-ai-search Where to find Barry AdamsLinkedIn: https://www.linkedin.com/in/barryadams/ Website: https://www.polemicdigital.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://www.youtube.com/@advancedwebranking

What does it take to make SEO drive impact in 2025?In this episode of The Search Session, Gianluca Fiorelli sits down with Maria White, UK SEO Lead at TUI, to explore the evolving landscape of search - from fashion to travel. Maria shares how a custom dashboard revealed hidden blockers, why visibility isn't enough, and how cross-channel collaboration is key in a world of hyper-personalized search.They also dive into image SEO, shifting user behavior, and why ChatGPT is changing search—without killing Google.This is the 17th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:24) Meet Our Guest: Maria White(02:33) The Visibility Paradox: Why Rankings Don’t Equal Results(09:19) The Multi-Channel Search Journey: Social, Search, and Beyond(14:39) Brand and SEO: Owning Branded Search in Fashion(18:58) Cross-Functional SEO: Collaborating with CRM, Paid, and Social Teams(27:32) Image SEO and Visual Search: A Hidden Opportunity in Fashion and Retail(35:36) LLMs and AI: The New Search Experience?(47:59) Quick Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/lessons-in-seo-brand-and-data Where to find Maria WhiteLinkedIn: https://www.linkedin.com/in/mariaguadalupewhite/ Website: http://www.tuigroup.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://www.youtube.com/@advancedwebranking

Is SEO still about ranking web pages—or is it time to start thinking brand-first? In this episode of The Search Session, host Gianluca Fiorelli is joined by Lily Ray, VP of SEO Strategy & Research at Amsive, to explore how AI Overviews, AI Mode, and LLMs are reshaping the way people interact with search—and what that means for publishers, marketers, and the future of organic visibility.Lily explains why SEO success today extends beyond traffic and clicks, emphasizing the importance of building brand equity across platforms and collaborating across marketing channels. From stakeholder education to long-term loyalty in an AI-first world, this conversation is packed with insights on adapting your strategy in a rapidly evolving search landscape.This is the 16th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Lily Ray(02:16) Surviving Google’s AI Overviews & AI Mode: Strategies for Independent Publishers(06:06) How Publishers Can Leverage Google’s Move Toward Hyper-Personalisation(07:51) SERPs as Billboards and Zero-Click Marketing(11:39) The Challenge of Reporting AI Search Success(16:08) Impact of LLMs in the Publishing Niche(20:12) Adapting E-E-A-T Concepts and Framework to AI Search(24:47) Fighting Spam and the Ethics of SEO(30:04) Lilly's Encouragement for SEOs Facing Burnout and Declining Traffic(33:35) The Cross-Channel Future of SEO(39:48) Quick-Fire Personal Questions👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/ai-search-for-publishers Where to find Lily Ray LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/ X: https://x.com/lilyraynyc/ Website: https://lilyray.nyc/ 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://www.youtube.com/@advancedwebranking

How can brands think more like creators—and why does it matter in today’s video-first world?In this episode of The Search Session, Gianluca Fiorelli sits down with Phil Nottingham, founder of Organic Video, to unpack the strategic role of video in digital marketing. From organic distribution and YouTube optimization to the impact of AI tools like Gemini, we explore how video content is evolving—and what that means for marketers.Phil shares insights on balancing authenticity with strategy, adapting to platform trends, and building a long-term video presence that actually works.This is the 15th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:55) Meet Our Guest: Phil Nottingham(04:16) Why Brands Struggle with YouTube Compared to Creators(07:44) The Warhammer Example: Building Community and Brand Through Content(09:47) Shorts vs. Long-Form: Finding the Right Format Mix(12:21) Using Data to Shape Strategy: Moving Beyond Keywords(15:00) Competitor Analysis Without Imitation(16:57) TV Comes to YouTube: Shifting Viewer Habits and Production Implications(20:54) AI’s Potential as a Visual Creative Tool(25:29) AI Video Influencers: Gimmick or Future Trend?(26:29) Gemini and AI Discovery: What’s Next for YouTube?(29:44) The Power of Personal Branding in the AI Era(31:12) The Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/video-marketing-ai-landscape Where to find Phil NottinghamLinkedIn: https://www.linkedin.com/in/philnottingham X: https://x.com/philnottingham Website: https://philnottingham.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://www.youtube.com/@advancedwebranking

In this episode, host Gianluca Fiorelli sits down with a true pioneer of the search industry - Duane Forrester.From shaping Bing Webmaster Tools to navigating the cutting edge of AI-driven search, Duane brings a wealth of insight to the table. Now COO at LynxPulse, founder of UnboundAnswers, and a seasoned advisor, he shares his unique perspective on how search is evolving—and what that means for SEOs, marketers, and businesses.This is the 14th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Duane Forrester(02:50) Duane's Reflections on Early Reactions to OpenAI and Generative AI(05:22) Concerns About the SEO Industry’s Readiness for AI-Driven Change(07:42) Metrics Duane Would Now Build for Bing Webmaster(10:20) The Real Value of First-Party Data(13:14) Rethinking Metrics in an AI Search Era(18:00) How the Young Generation Finds What They Need, Beyond "Googling"(25:58) Redefining Our Profession: From SEO to Information Retrieval Specialists(32:35) The Central Role of Monosemanticity and Attention Mechanisms in AI Search(35:15) The Two Audiences Approach: Human and AI(40:20) Anticipating Upcoming Changes to Google’s Interface(45:04) The Coming Evolution of Advertising - Smart Glasses and Eye Tracking(49:51) Rapid-Fire Personal Questions with Duane👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/attention-mechanisms-ai-search Where to find Duane ForresterLinkedIn: https://www.linkedin.com/in/dforrester/ X: https://x.com/duaneforrester Website: https://www.lynxpulse.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://www.youtube.com/@advancedwebranking

In this episode of The Search Session, host Gianluca Fiorelli sits down with international SEO pioneer Michael Bonfils for a thought-provoking conversation that goes far beyond the usual global SEO playbook.Together, they unpack the most pressing shifts in the search landscape—from AI Overviews and zero-click searches to the vanishing visibility of data and the evolving role of localization in a world shaped by large language models. Michael brings a rare mix of strategic depth and personal perspective, sharing insights forged through decades of navigating international markets.This is the 13th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:29) Meet Our Guest: Michael Bonfils(02:47) Adapting to the New Search Reality: ChatGPT Has Been One of the Most Disruptive Moments in the History of Search(07:15) The Collapse of Old SEO Playbooks and Google's Unpreparedness(10:48) "Apocalittici e Integrati" AI version - Navigating Polarized Futures(12:02) AI Overviews and Their Real Impact on European SEO(15:49) AI Mode: What It Means for PPC, SEO, and the Shift Toward a Conversational Search Interface(18:51) The Data Black Hole: Measuring Visibility, Attribution, and Middle-of-Funnel Engagement(23:46) Are "Questions" the New Keywords? An International SEO Case Study.(30:28) SEO in Walled Gardens - Maybe Google Wants to Become Like Baidu(33:34) Localization in the Age of AI Tools(39:58) The "Voilà" Song Localisation Case Study(43:01) Closing Fun: The Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/ai-impact-on-international-seo Where to find Michael BonfilsLinkedIn: https://www.linkedin.com/in/michaelbonfils/ X: https://x.com/michaelbonfils Website: https://digital-international-group.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://www.youtube.com/@advancedwebranking

In this episode of The Search Session, Gianluca Fiorelli chats with SEO veteran Gerry White—whose experience spans agency, in-house, and consultancy work. Known for his sharp insights and curious mind, Gerry dives into the fast-evolving world of search, covering everything from AI and AR to TikTok’s role in discovery.Whether you're deep into SEO or just curious about where search is heading, this conversation blends practical tips with big-picture thinking.This is the 12th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:08) Meet Our Guest: Gerry White(01:20) Pros and Cons of In-House SEO vs. Independent Consulting: Insights from Gerry White(04:17) How is Gerry White Coping With the Rapid and Radical SEO Changes of the Past 3 Years(07:13) Gerry’s Predictions for the Future of Search – Especially Visual Search(13:19) AR/VR as Emerging Platforms for Digital Experiences and Their Hardware Challenges(18:20) Exploring the Real Opportunities and Risks of AR/VR(22:56) 3D Cinematic Experiences: How Influencers and Brands Can Create Immersive Content(26:18) How SEOs Can Adapt to Modern Multi-Touchpoint Search Journeys(30:26) SEOs as Technical Marketers(32:45) The Measurement Dilemma: Why SEOs Must Learn to Say 'We Don't Know'(35:31) Quickfire Round: Getting to Know Gerry👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/whats-next-in-search-seo-ar-ai-tiktok Where to find Gerry WhiteLinkedIn: https://www.linkedin.com/in/dergal/ X: https://x.com/dergal Website: https://www.dergal.co.uk/ 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://www.youtube.com/@advancedwebranking

In this episode of The Search Session, Gianluca Fiorelli sits down with Jono Alderson to dive deep into the evolution of SEO—from technical frontiers to brand, strategy, and storytelling.It’s a candid, insightful, and occasionally nostalgic chat about where the industry’s been, where it’s headed, and why better SEO might mean building better businesses.This is the 11th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:31) Meet Our Guest: Jono Alderson(01:30) What SEO Was, Is, and Is Becoming(04:34) T-shaped vs π-shaped SEO Skills(08:02) How to Keep SEO Relevant to Businesses(10:10) How Relevance Engineering is Becoming the True Job of an SEO(13:54) Why Differentiation Matters More Than Ever(17:18) Did We Approach Competitive Analysis from the Wrong Perspective?(23:20) The True Competitive Advantage of SEOs(26:43) Are SEOs Acting Like Snobs?(31:26) E-E-A-T: Why So Many SEOs (and Businesses) Still Get It Wrong?(41:30) SEO on the Edge(49:03) The New Technical SEO Specialist(51:55) Rapid-Fire Fun: Get to Know Jono👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/technical-seo-nerd-talk-with-jono-alderson Where to find Jono AldersonLinkedIn: https://www.linkedin.com/in/jonoalderson/X: https://x.com/jonoalderson Website: https://www.jonoalderson.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://www.youtube.com/@advancedwebranking

In this episode, Gianluca Fiorelli is joined by none other than Cindy Krum, CEO of MobileMoxie and a longtime thought leader in the SEO space. From mobile-first indexing to “SEO Fraggles,” Cindy’s insights have shaped how we think about search.They dive into the rollout of AI Overviews in Europe, the evolution of search personalization, and why optimizing for search journeys (not just keywords) is the future. Cindy also unpacks a bold theory on Google’s potential move to merge AI Mode, This is the 10th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(02:00) Is AI Mode the New Default?(07:09) How MUM, Journeys, and Ad Tols Like PMax Support Google’s Monetization Strategy(09:45) The Change From Keyword Optimisation to Journey Optimisation(13:05) The Language-Agnostic Nature of AI Overviews (And Its Economic Reason)(18:18) Visibility Over Rankings in a Personalized Search World(21:35) Is Google Restricting SEO Data Access to Push Users Toward Paid Channels?(27:02) The Role of LLMs like ChatGPT in Search and Google’s Ecosystem(29:14) What’s Left of Classic Search? Exploring the Segmentation of Search Experiences (e.g., the Rise of Short Video Vertical)(32:19) The Rise of AI Influencers and the Uncanny Valley Phenomenon(36:13) New Frontiers of Search: Augmented Reality Search(41:16) Rapid-Fire Personal Questions👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/google-search-journey-optimization Where to find Cindy KrumLinkedIn: https://www.linkedin.com/in/cindykrum/ X: https://x.com/suzzicks Website: https://mobilemoxie.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://www.youtube.com/@advancedwebranking