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 Shepard

• LinkedIn: 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/

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