The Search Session

Is GEO really changing the rules of SEO, or are the fundamentals still what matter most?On this episode of The Search Session, Gianluca Fiorelli sits down with Barcelona-based SEO and AI search consultant Natzir Turrado to challenge the hype around GEO and explore what actually drives visibility in AI search.From brand mentions, query fan-out, and AI traffic measurement to content chunking, AI agents, and UCP/ACP, Natzir separates evidence from speculation, sharing insights from his own experiments and explaining why strong SEO fundamentals still matter in an AI-driven search landscape.This is the 88th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Natzir Turrado(04:21) GEO vs. SEO: Checklists, Shortcuts, and the Illusion of Certainty(12:09) How AI Models Answer From Memory vs. Live Search(15:37) Why LLMs Building Their Own Indexes Keeps SEO Relevant(18:31) How Breaking Things Fuels Natzir’s Experiments(20:41) How to Measure Traffic From AI Search(25:05) Which AI Bots Cause the Most Problems in Server Logs(27:55) What the Data Says About AI Agent Conversions and Commerce Protocols(32:47) How EU Regulation Is Splitting the AI Search Experience(35:57) How Parametric Memory Shapes Query Fan-Out(39:03) Why Writers Shouldn’t Split Content Into Arbitrary Chunks(44:50) What Natzir’s Ad Density Checker Reveals About Chrome👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/geo-vs-seo Where to find Natzir TurradoLinkedIn: https://www.linkedin.com/in/natzir/ X: https://x.com/natzir9 Website: https://natzir.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

How can SEO evolve from ranking in search results to becoming the choice of AI agents? In this episode of The Search Session, Gianluca Fiorelli talks with international SEO expert Nitin Manchanda about engineering-led SEO, developer collaboration, international SEO, and scaling programmatic content without sacrificing quality. They explore how agencies can adapt to AI-driven search, build smarter internal linking strategies, and prepare for the next frontier: agentic commerce, where AI agents discover products and complete purchases.This is the 87th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:00:07 Meet Our Guest: Nitin Manchanda02:47 How Client Mindset Shapes Growth in AI Search07:00 How Botpresso Adapted and Grew in the AI Era15:50 What a Developer Background Teaches About Shipping SEO22:31 Balancing Link Equity and Semantic Relevance in Internal Linking28:45 Why Backlink Value Now Goes Beyond Links33:05 Why International SEO Needs Localization, Not Just Translation42:31 What Separates Good Programmatic SEO From Scaled Content Abuse49:10 Preparing for Agentic Commerce👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/engineering-led-seo-ai-search Where to find Nitin ManchandaLinkedIn: https://www.linkedin.com/in/nitman/ X: https://x.com/_nitman Website: https://botpresso.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

How can SEOs use AI search experiments to uncover new opportunities without losing sight of the fundamentals? In this episode of The Search Session, Gianluca Fiorelli talks with enterprise SEO consultant and developer Jan-Willem Bobbink about AI search visibility, reliable Search Console data analysis, indexing issues, Brave, and the challenges of scaling content. They also explore spam filtering, SERP analysis, and internal linking strategies that can make a real difference. Discover how hands-on testing, smart tools, and solid SEO fundamentals can help navigate the evolving search landscape.This is the 86th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Jan-Willem Bobbink(02:50) How GSC Wizard Makes AI Analysis of Search Console Data Reliable(07:28) Using Bing and Yandex to Diagnose Google Indexing Issues(11:37) How Brave Decides What Gets Into Its Index(15:34) When Separate Landing Pages Boost LLM Visibility(21:40) Passages vs. Dedicated Pages: Knowing When to Stop Scaling(26:09) Content Quality, Pruning, and the Power of User Signals(30:03) Why Fighting Search Spam Is Getting Harder(34:33) Why Every SERP Needs Its Own SEO Strategy(37:31) Why LLMs Will Need Stronger Spam and Quality Filters(42:14) What the Bollocks Content Experiment Reveals About Google(47:51) How to Assess Internal Linking With PageRank👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/seo-ai-search-experiments  Where to find Jan-Willem BobbinkLinkedIn: https://www.linkedin.com/in/jbobbink/ X: https://x.com/jbobbink Website: https://www.notprovided.eu/  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/1FzI5qwHtIndtiibZWiroSApple 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

How can brands stay visible in AI search without chasing every new trend? In this episode of The Search Session, Gianluca Fiorelli talks with SEO product leader Abby Gleason about measuring AI search impact, building brand authority, proving SEO’s business value, and separating AI hype from real opportunities. From smarter experiments and stakeholder buy-in to why informational content still matters, Abby shares practical insights on making SEO work in a rapidly changing search landscape.This is the 85th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Abby Gleason(03:13) How to Measure Success Across the Search Ecosystem(09:40) Why SEO Strategy Must Extend Beyond Your Website(13:58) Zero-Click Search and the Shift From Traffic to Conversions(17:03) How Smaller Brands Can Build Influence in Search(23:31) Using AI to Enhance SEO Skills, Not Replace Them(29:32) Avoiding AI Shiny Object Syndrome(34:49) Why Websites Should Still Leave Room for Discovery(37:20) Why Abandoning Informational Content Is a Mistake(43:07) How Big Brands Can Show First-Hand Experience(46:10) Winning Stakeholder Support With Small-Scale Tests(49:05) The AI Search Myth of Reddit as a Shortcut(52:50) Abby’s Favorite Memories From Mexico City👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/seo-beyond-traffic Where to find Abby GleasonLinkedIn: https://www.linkedin.com/in/abby-gleason/ X: https://x.com/abbysuegleason Website: https://www.upwork.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 AI really know about a brand, and how can businesses make sure it gets the story right?In this episode of The Search Session, Gianluca Fiorelli talks with AI and SEO strategist Crystal Carter about the evolving world of AI and agentic search. They explore how AI systems understand brands, why accurate entity information matters, and what SEOs can do today to prepare for a more agent-driven search landscape.Crystal also shares practical ways to experiment with agentic tools, explains the roles of llms.txt and MCP, and discusses how brands can build stronger visibility in personalized AI search by providing clear evidence that they meet their customers’ needs.A conversation about where AI search is heading—and what brands should be doing now to stay visible.This is the 85th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Crystal Carter(04:16) What Are the New Rules of AI Search?(06:58) How Crystal Began Investigating Brand Visibility in AI Search(10:43) Why Training Data Shouldn’t Be Overlooked(17:09) How Entities and Query Fan-Out Organize AI Knowledge(20:43) Keeping Your Brand Salient and Avoiding Entity Confusion(25:53) How Small Businesses Can Start Testing Agentic Opportunities(31:22) What SEOs Misunderstood About llms.txt(35:26) Markdown Files for Gated and Restricted Content(39:17) MCP as an Opportunity for Publishers and B2C Brands(42:15) Personalized AI Search and Knowing Your Customer(49:12) Why Clarity and Simple SEO Fundamentals Still Win👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/brand-readiness-ai-search-agents Where to find Crystal CarterLinkedIn: https://www.linkedin.com/in/crystal-carter-digital/ X: https://x.com/CrystalontheWeb Website: http://www.Wix.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