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The Search Session

Advanced Web Ranking

Join international SEO consultant Gianluca Fiorelli as he explores the dynamic world of SEO. In each episode, industry leaders share insights and strategies to help in-house SEOs, agency professionals, and consultants tackle the evolving search landscape.

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  • 22 episodes
  • weekly
  • Avg 54 min
  • English

Episodes 22

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  • Monday · 57 min

    The Creative Side of B2B Marketing | Lee Odden

    What makes B2B marketing truly creative in an age of AI search? On this episode of The Search Session, Gianluca Fiorelli talks with B2B marketing strategist Lee Odden about creativity beyond content production - from understanding complex buyer information journeys to building trust through creators, influencers, executives, and internal experts.The conversation explores why audience understanding will outlast AI visibility tactics, how B2B brands can turn expertise into influence, why informational content still matters, and how prioritization can turn SEO recommendations into real business impact. A practical conversation about making B2B marketing more creative, credible, and useful. This is the 77th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:06) Meet Our Guest: Lee Odden (02:00) Creativity in B2B Goes Beyond Written Content (07:46) Audience Intelligence & Tailoring Content to Stakeholders (11:06) AI Search Optimization vs. Sustainable Information Journeys (15:36) How to Slow Down the AI Optimization Race (19:33) Prioritization in SMB vs. Enterprise B2B (22:56) Connecting B2B Marketing to the Creator Economy (27:40) A B2B Influencer Campaign That Generated 5,000+ Registrations (30:17) How to Find the Right B2B Influencers (36:47) Building Influence From Within the Company (41:34) When Creativity Means Hijacking the Conversation (44:21) Does B2B Still Need Informational Content? (52:29) Returning to the Game: Lee Odden’s Marketing Comeback 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/creativity-in-b2b-marketing Where to find Lee Odden LinkedIn: https://www.linkedin.com/in/leeodden/ X: https://x.com/leeodden Website: https://www.toprankmarketing.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

  • August 17 · 57 min

    Staying Visible in a Zero-Exit Search Experience | Will Scott

    Search isn't just becoming more AI-driven. It's becoming harder to define where a search session actually ends. In this episode, Will Scott joins Gianluca Fiorelli to explore what it means to stay visible when users move between SERP features, AI answers, query refinements, agents, and an increasingly fragmented set of search surfaces. This is the 76th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: 00:00 Intro 00:09 Meet Our Guest: Will Scott 05:22 Rediscovering Passion for SEO in the Age of AI 11:51 Entities, Semiotics, and the Evolution of the Web 20:22 Building an AI Voice & Tone System 24:10 Winning AI Search Through Content Ubiquity 28:28 Pinterest, Google Images & Discovery 31:52 Personalization, Search Sessions & Prompt Variability 34:27 Prompt Tracking vs. Query Refinement 39:00 Redefining "Zero-Click" to "Zero-Exit" 44:35 Building Custom AI Tools & Workflows 55:08 Information Gain: Will Scott's New Orleans Recommendations 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/visibility-in-zero-exit-search-experiences Where to find Will Scott LinkedIn: https://www.linkedin.com/in/williamscott/ X: https://x.com/w2scott Website: https://www.searchinfluence.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

  • August 10 · 59 min

    A Reality Check on Structured Data | Jarno van Driel

    Structured data is back at the center of SEO conversations, but not always for the right reasons. In this episode, Jarno van Driel joins Gianluca Fiorelli to separate fact from fiction. As an active Schema.org contributor, Jarno shares first-hand insights into how the vocabulary evolves, what structured data can realistically achieve, and where many SEOs are getting it wrong. This is the 75th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: 00:00 Intro 00:06 Meet Our Guest: Jarno van Driel 02:00 Structured Data vs. Schema.org: What's the Difference? 07:10 Google's Documentation: Helpful or Part of the Problem? 20:37 FAQs, Products & Merchant Center 27:24 Do LLMs Actually Need Structured Data? 30:13 Should Businesses Invest in Agent Optimization Yet? 34:48 Internal Knowledge Graphs: The Real Business Opportunity 42:23 The Myth of "Schema Fairy Dust" and E-E-A-T 47:02 Writing for Accessibility Is Good SEO 49:51 Will a New Vocabulary Replace Schema.org? 57:38 Beyond SEO: Jarno's Life Outside Structured Data 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/structured-data-and-schema-in-age-of-llms-and-agents Where to find Jarno van Driel LinkedIn: https://www.linkedin.com/in/jarno-van-driel/ X: https://x.com/JarnoVanDriel Website: https://invisiblegraph.com/jarno-van-driel/ 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

  • August 3 · 53 min

    Search Beyond the Blue Link: Agentic Commerce and LLM Readiness | Alex Moss

    What happens when search is no longer just Google? In this episode of The Search Session, Gianluca Fiorelli is joined by UK-based digital strategist and technical SEO Alex Moss to explore how discovery is fragmenting across search engines, AI tools, and social platforms. They dive into agentic commerce, the evolving role of Schema, structured data, WebMCP, semantic drift, and whether GEO is simply the next phase of SEO or the start of something entirely new. A fast-paced conversation packed with practical insights into building websites that are ready for both people and AI agents. This is the 74th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:06) Meet Our Guest: Alex Moss (02:02) Is SEO Still SEO? (04:13) Search Behavior Is the Real Revolution (13:01) E-Commerce Protocols: ACP vs. UCP (19:09) The Central Role of Google Merchant Center (22:03) Structured Data & The True Purpose of Schema (30:54) LLMs.txt & Agent Navigation (36:59) WebMCP: Should SEOs Adopt It Today? (42:43) Vector Embeddings & Reducing Semantic Ambiguity (46:38) Blood and Graphs: Why Context Matters 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/agentic-commerce-llm-readiness Where to find Alex Moss LinkedIn: https://www.linkedin.com/in/alexmoss1/ X: https://x.com/alexmoss Website: https://alex-moss.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/ 🎙 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

  • July 27 · 51 min

    Technical SEO for the Agentic Web | Alfonso Moure

    What happens to SEO when websites are no longer built just for people? In this episode of The Search Session, Gianluca Fiorelli sits down with technical SEO consultant Alfonso Moure to explore how AI is reshaping search, crawling, e-commerce, and the web itself. From custom SEO tools and log file analysis to agentic commerce and AI-powered buying, Alfonso shares practical insights into why technical SEO, developer collaboration, and machine-readable websites are becoming more important than ever. If you want to understand where the agentic web is heading, this conversation is one to watch. This is the 73rd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Alfonso Moure (01:45) AI Caught SEO Off Guard (07:55) Building Better SEO Tools with AI (14:40) Reading AI Crawlers in Server Logs (17:55) Communicating Business Value to Developers (25:05) Google's Agentic Strategy Is Accelerating (28:50) Will AI Agents Change How People Buy Online? (38:30) Why JavaScript May Become a Limitation (43:47) Will Websites Still Matter in an Agentic Future? 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/technical-seo-for-agentic-web Where to find Alfonso Moure LinkedIn: https://www.linkedin.com/in/alfonsomoure/ X: https://x.com/ghostmou Website: https://www.alfonsomoure.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

  • July 20 · 54 min

    Scaling SEO: Crawl Strategies, Image Optimization and Internal Search | Roxana Stingu

    How do enterprise SEO, visual search, and AI really fit together? In this episode of The Search Session, host Gianluca Fiorelli is joined by Roxana Stingu for a conversation that goes beyond traditional SEO and into the intersection of engineering, product thinking, business strategy, and user behavior. They explore why AI search isn't as new as it seems, how internal site search can uncover valuable SEO insights, what changes when managing crawl and internal linking at enterprise scale, and why image and visual search are becoming increasingly important for visibility and conversions. The discussion also covers multimodal search, automation, and the role SEO communities play in helping professionals learn, grow, and build confidence throughout their careers. Whether you're working on enterprise websites, technical SEO, or preparing for the future of AI-powered search, this episode offers practical insights into how modern search really works at scale. This is the 72nd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Roxana Stingu (06:30) Internal Search as SEO Intelligence (10:10) The Engineering and Business Reality of Bot Crawling (16:28) Adopting a Product Mindset in Enterprise SEO (19:18) Alamy: The Intersection of E-commerce, Marketplace, and SaaS SEO (23:10) Image Search as a Conversion Channel (28:40) Ensuring Cosine Similarity Between Copy and Images (33:24) Visual Query Fan-Out: How AI Search Expands Beyond Text (36:25) How Search Engines Decide Which Images to Understand (39:54) Crawling and Indexing Millions of Images at Enterprise Scale (43:02) "Constructive Laziness" and Smart Automation (49:26) The Professional ROI of Communities and Industry Awards 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/scaling-seo-crawl-strategies-image-optimization-internal-search Where to find Roxana Stingu LinkedIn: https://www.linkedin.com/in/roxana-stingu/ X: https://x.com/ Website: https://www.alamy.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

  • July 13 · 1 hr 3 min

    Technical Branding and Video Signals for AI Search | Myriam Jessier

    Can AI really understand your brand, or is it just guessing? In this episode of The Search Session, Gianluca Fiorelli sits down with Myriam Jessier to explore how AI search engines and LLMs interpret, trust, and recommend brands. From technical branding and brand-owned content to multimodal search, visual signals, and why video is becoming one of AI’s richest sources of truth, Myriam explains what brands need to do to improve visibility and reduce AI hallucinations. If you want to understand how AI decides what to cite, recommend, and remember, this conversation is a must-watch. This is the 71st episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:06) Meet Our Guest: Myriam Jessier (01:40) How Search Keeps Repeating Itself (10:20) From Technical SEO to "Technical Branding" (15:24) How Visuals Shape AI Understanding (22:21) Video as the Canonical Source of Truth (25:56) Video Optimization Beyond Schema (33:29) Fandom, Lore, and the Problem of Consensus (36:45) How Familiarity and Brand Depth Drive AI Recommendations (49:25) Understanding "Brand Depth" 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/technical-branding-and-video-signals-for-ai-search Where to find Myriam Jessier LinkedIn: https://www.linkedin.com/in/myriamjessier/ X: https://x.com/myriamjessier Website: https://www.neurospicy.agency/ Website: https://myriamjessier.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

  • July 6 · 55 min

    From Product-Led SEO to Agent-Led Search | Eli Schwartz

    Have AI and AEO really changed SEO as much as everyone claims? In this episode of The Search Session, Gianluca Fiorelli sits down with Eli Schwartz to unpack what’s actually happening in search. Rather than replacing traditional SEO, AI is reshaping how people discover information, how AI agents interact with websites, and why brand has become a critical visibility signal. From agent-led search and multimodal experiences to international SEO and the evolving role of informational content, Eli explains why this may be the most exciting time in SEO—and why skilled practitioners are more valuable than ever. If you want to separate AI hype from real strategic shifts, this conversation is a must-watch. This is the 70th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Eli Schwartz (02:58) What AI Actually Changes in SEO (13:49) How Agent-Led Search Changes SEO (21:07) Why SEO Must Serve Both Humans and Agents (25:03) Informational Content with a Business Purpose (31:18) The Ceiling and Floor of SEO Brand Power (39:12) Rethinking SEO for Multimodal Discovery (45:20) International SEO Challenges in the Age of AI (52:30) Life Beyond SEO: Travel, Curiosity, and Creativity 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/product-led-seo-ai-agent-search Where to find Eli Schwartz LinkedIn: https://www.linkedin.com/in/Schwartzze/ X: https://x.com/5le Website: https://www.eliSchwartzz.co/ 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

  • June 29 · 53 min

    Digital PR Done Right: Earned Media Strategies and Human-First Pitching | Britt Klontz

    How is digital PR evolving in the age of AI search? In this episode of The Search Session, Gianluca Fiorelli sits down with PR consultant Britt Klontz to explore how earned media is shaping AI visibility, why quality pitching matters more than ever, and what it takes to build real trust with journalists. From AI-assisted workflows to the growing value of subject matter experts, Britt breaks down what’s changing in PR and what still depends on human connection. They also dive into resilience, community, and why investing in yourself is just as important as investing in your clients. This is the 69th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:06) Meet Our Guest: Britt Klontz (01:58) How AI is Raising the Bar for PR (07:48) How Britt Uses AI in Her Digital PR Workflow (10:55) Spotting AI-Generated Corporate Speak (14:41) How PR Measurement is Changing in AI Search (20:11) Combatting Pitch Fatigue and Getting Creative with Content (24:36) How to Make PR Campaigns Last Longer (28:44) Building Authentic Relationships with Journalists (32:31) Why Rejected Pitches Aren’t Always Lost Opportunities (36:06) The Power of Networking, Communities, and Serendipity (41:28) Celebrating Small Wins and Tracking Success (45:33) From Journalism Dreams to Digital PR Reality 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/digital-pr-pitching-and-earned-media-strategies Where to find Britt Klontz LinkedIn: https://www.linkedin.com/in/brittklontz X: https://x.com/Britt_Klontz Website: https://vadacommunications.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

  • June 22 · 53 min

    Evolving Search into Human Experience Optimization | Laura Iancu

    What does search success look like when rankings are no longer enough? In this episode of The Search Session, Gianluca Fiorelli sits down with Laura Iancu, international SEO and AI search consultant, to explore how SXO is reshaping modern search. From user behavior and entity building to legal content, omnichannel visibility, and LLM discovery, Laura breaks down what it takes for brands to stay trusted, visible, and relevant in a search landscape that’s becoming more human and less tied to Google alone. A sharp, wide-ranging conversation on where SEO is heading next. This is the 68 episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: 00:07 Meet Our Guest: Laura Iancu 03:29 AI Fatigue and the Challenge of Keeping Up 08:04 Diversity and Gender Dynamics in the Tech Community 10:47 From Web Design to Search Experience Optimization (SXO) 17:15 Auditing a Page for SXO Across Global Markets 21:11 Brands, Knowledge Graphs, and Proprietary Terms 27:44 The Unexpected SEO Value of Legal and Policy Pages 31:51 Omnichannel Search and the Future of Brand Visibility 39:27 Can AI-Powered PR and Outreach Go Too Far? 43:23 The Great Misunderstanding of Content Chunking 48:17 Beyond Search: Getting to Know Laura Iancu 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/sxo-human-search-experience-optimization Where to find Laura Iancu LinkedIn: https://www.linkedin.com/in/laura-iancu-seo/ Website: https://searchpedia.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/ 🎙 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

  • June 15 · 56 min

    SEO Under Pressure: What's Actually Happening to the Industry Right Now | Daniel Foley Carter

    Is SEO facing its biggest disruption yet? In this episode of The Search Session, Gianluca Fiorelli sits down with UK-based SEO specialist Daniel Foley Carter to explore how AI Overviews, declining click-through rates, and Google's evolving search ecosystem are reshaping the industry. Daniel shares why trust, links, and brand signals remain critical for visibility, how to assess the impact of core updates, and what Google's increasing focus on de-indexing low-value content means for the future of SEO. The conversation also takes a candid turn, touching on burnout, uncertainty, and staying grounded in a rapidly changing profession. This is the 67th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:06) Meet Our Guest: Daniel Foley Carter (02:13) AI Hype and the Slowdown in SEO Client Business (10:52) From Traditional Search Engines to Rapid Content Consumption (19:05) How Trust Signals Define AI Overview Visibility (26:52) Link Relevance vs. Link Quality (31:09) Google’s Indexing Strategy and Content Evaluation (35:12) The HCU Impact: Purging Commodity Content (43:58) What Daniel Checks After a Google Core Update (47:04) The Mental Health Crisis in SEO 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/the-seo-industry-under-pressure Where to find Daniel Foley Carter LinkedIn: https://www.linkedin.com/in/daniel-foley-assertive/ X: https://x.com/foley_seo Website: https://www.danielfoley.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/ 🎙 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

  • June 8 · 58 min

    The New Rules of Local Search: Reviews, Community Signals, and Brand Prominence | Darren Shaw

    How is AI changing the rules of local SEO? In this episode of *The Search Session*, host Gianluca Fiorelli talks with Darren Shaw, founder of Whitespark and one of the leading voices in local search marketing. Darren explores how AI Overviews, Ask Maps, reviews, community prominence, and third-party signals are reshaping local visibility, and what businesses need to do to stay competitive. From agentic search and Google Business Profile opportunities to multilingual optimization, local content strategy, schema, and reputation management, this conversation offers practical insights into the future of local search and the role AI will play in it. This is the 65th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Darren Shaw (01:25) The Scale of Local Search vs. Traditional SEO (05:25) How AI Overviews and "Ask Maps" Are Reshaping Local Search (09:16) How the Traditional Local SEO Pillars Are Changing (13:21) Google Pulling Social Feeds Into Google Business Profiles (15:53) Agentic Search and the "Extreme Data Dumping" Strategy (19:15) Ditching "How-To" Blogs for High-Impact Portfolio Content (23:29) Merchant Center: The Massive Local Inventory Opportunity (29:47) How to Target a Multilingual Audience on Google Maps (32:45) The Real Value of Local Schema and Entity Knowledge Graphs (39:41) The AI Review Crackdown: Why Legit Reviews Are Vanishing (44:10) Local Guides: The "Influencers" of the Google Maps Ecosystem (46:51) Combating "Zombie Information" and Hallucinations in LLMs (52:38) The Next Level of Local Link Building: Unstructured Citations (54:30) Darren Shaw Outside of Local SEO 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/local-search-reviews-community-brand-prominence Where to find Darren Shaw LinkedIn: https://www.linkedin.com/in/darrenshawwhitespark/ X: https://x.com/DarrenShaw_?lang=en Website: https://whitespark.ca/ 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

  • June 2 · 53 min

    SEO for Branding: Bridging Visibility and Business Strategy | Silvia Martin

    What does it really take to connect SEO, branding, and business strategy in today’s search landscape? In this episode of The Search Session, Gianluca Fiorelli is joined by Silvia Martin, a Spanish SEO consultant based in England, to explore how brands can build meaningful visibility beyond rankings alone. From the ideas behind her book SEO for Branding to her Brand SEO Visibility Loop framework, Silvia shares practical insights on measuring brand impact, monitoring LLM reputation, simplifying technical SEO communication, and building stronger omnichannel strategies. The conversation also dives into the evolving role of community in SEO and why collaboration and inclusivity matter more than ever in shaping the future of the industry. This is the 65th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Silvia Martin (01:49) Navigating Constant SEO Change Without Panicking (08:19) Writing SEO for Branding for Non-SEOs (11:56) SEO and Branding in the AI Era (14:18) The Brand SEO Loop Framework (18:35) Measuring Brand Visibility Across Platforms (21:33) Online Reputation Management in the LLM Era (29:08) Entities, Schema, and AI Understanding (36:36) Omnichannel SEO & Search Everywhere (41:59) Career Growth in SEO (47:51) Soft Skills, Networking & Communication 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/seo-for-branding-visibility-and-business-strategy Where to find Silvia Martin LinkedIn: https://www.linkedin.com/in/martinsilvia/ X: https://x.com/silvia_smp Website: https://silviamartinpalacio.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

  • May 25 · 55 min

    The Mad Scientist’s Guide to Language Machines | Ramon Eijkemans

    How is SEO changing as search becomes more AI-driven and what does that mean for the future of visibility and strategy? In this episode of The Search Session, Gianluca Fiorelli talks with Ramon Eijkemans, a big-site SEO specialist and SEO automation builder from the Netherlands, about how AI is reshaping search and forcing SEOs to rethink content, structure, and relevance. The discussion goes beyond rankings, exploring how clearer, self-contained content, semantic HTML, and stronger information architecture help both users and AI systems understand pages more effectively. They also look at why SEO increasingly benefits from a more humanistic, context-driven approach, and how SERPs can be interpreted as a kind of market research surface rather than just a ranking list. The conversation further covers the challenges of scaling SERP analysis, the role of sentiment and user context in relevance, and how e-commerce pages can be improved with precise, situation-aware copy without sacrificing UX. This is the 64th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Ramon Eijkemans (03:00) Why SEO Needs Humanities Again (13:49) Finding Common Patterns Across AI Models (17:13) SERPs as Market Research and Consumer Psychology (26:34) What Makes Scalable SERP Analysis Difficult (29:04) Sentiment Analysis and the Future of SEO Research (38:07) Infusing Structured Data into Natural Language (44:09) Rethinking E-commerce SEO for LLMs 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/mad-scientist-guide-to-language-machines Where to find Ramon Eijkemans LinkedIn: https://www.linkedin.com/in/ramoneijkemans/ Bluesky: https://bsky.app/profile/eikhart.com Website: https://eikhart.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

  • May 18 · 59 min

    B2B Brand Visibility and Reputation in the AI Search Era | Viola Eva

    What does it really take for B2B brands to stay visible in the age of AI search? In this episode of The Search Session, Gianluca Fiorelli sits down with Viola Eva to explore how AI platforms like ChatGPT, Gemini, Claude, and Copilot are reshaping brand visibility, content marketing, and SEO strategy. The conversation dives into becoming the source that LLMs trust, why support content and documentation are gaining visibility in AI-generated answers, and how outdated third-party information can distort brand perception. Viola also shares insights from AI search experiments, explains why generic skyscraper content is losing relevance, and breaks down what effective AI-assisted content marketing actually looks like when paired with human expertise. If you're navigating B2B SEO, AI search, and the future of content strategy, this episode delivers practical insights on how brands can adapt and stay discoverable as search continues to evolve. This is the 63rd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Viola Eva (04:08) Experimenting With AI Search and LLM Visibility (07:50) LLM Optimization as Online Reputation Management (12:20) Differences Between ChatGPT, Gemini, Claude, and Copilot (18: 45) Reputation, Reviews, and Accuracy Problems in LLMs (26:12) The Rising Importance of Help Centers and Developer Docs (28:07) Is the Skyscraper Technique Still Useful? (31:16) Original Content, Information Gain, and Thought Leadership (36:11) What Is the Value of an AI Search Impression? (41:19) Human-in-the-Loop Content and Smarter AI Workflows (50:10) Running a Fully Remote Global Agency (54:08) Beyond Work: Books, Flow States, and Personal Passions 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/b2b-brand-visibility-and-reputation-in-ai-serach Where to find Viola Eva LinkedIn: https://www.linkedin.com/in/violaeva/ X: https://x.com/ViolaEva1 Website: https://www.flow-agency.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

  • May 11 · 53 min

    Engineering the SEO Ecosystem for the AI Era | Aimee Jurenka

    What does it take to stay visible when AI becomes the new search engine? In this episode of The Search Session, Aimee Jurenka joins Gianluca Fiorelli to break down how SEO is evolving into AI visibility strategy. They explore why brand alignment across every channel matters, how informational content still drives authority, and why topic entities, schema, and internal linking can shape how AI understands a business. Aimee also shares how smaller brands can compete, how AI visibility can be measured, and why human strategy is still essential in an AI-first search world. Watch now to learn how brands can adapt before the next wave of search leaves them behind. This is the 62nd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:06) Meet Our Guest: Aimee Jurenka (02:31) What Does AI Search Look Like in 12 Months? (06:57) The Death of "Skyscraper" Content and Generalized Informational SEO (11:12) Case Study: Boosting Visibility Through Topic Entity Organization (14:07) Overcoming the "Yeti Problem": Branding in a Crowded AI Space (16:56) Combatting "AI Slop" and the Mad Cow Syndrome of the Web (21:22) Measuring Success: The Mention Rate Tool and Prompt Tracking (30:05) Building Entity Recognition Tools and Knowledge Graphs (36:16) Beyond LLMs: Preparing for the Future of AI Agents (39:05) Breaking the SEO Silo: Collaborating for Growth (48:36) Personal Passions: From AI Ecosystems to 100-Year-Old Houses 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/engineering-seo-ecosystem-for-ai-search-era Where to find Aimee Jurenka LinkedIn: https://www.linkedin.com/in/aimee-jurenka/ Website: https://aimeejurenka.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

  • May 4 · 52 min

    The Hidden Complexity of International SEO | Jonathan Moore

    What does it really take to get international SEO right in the age of AI and LLM-driven search? In this episode of The Search Session, Gianluca Fiorelli sits down with UK-based SEO and analytics consultant Jonathan Moore to unpack the real complexity behind global SEO. From the limits of AI in understanding local markets to the hidden challenges of hreflang and scaling across regions, the conversation goes far beyond surface-level tactics. Jonathan shares his perspective on why strategy and market context should come before technical fixes, how his journey from agency to consulting shaped his approach, and why modern SEO increasingly demands multidisciplinary thinking. They also dive into the evolution of SEO tooling—from traditional data workflows to AI-powered systems—and where human judgment still makes the difference. If you’re navigating international SEO or trying to understand how AI is reshaping search, this episode brings clarity, nuance, and a few perspectives you might not have considered. This is the 61st episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Jonathan Moore (03:16) AI’s Struggle with Local Nuance (07:14) The Business Logic of Global Search (13:52) Why Hreflang Is Only the Tip of the Iceberg (17:36) Global SEO Pitfalls: Architecture Messes and Platform Limitations (22:28) The Joy of Specializing in International SEO (31:17) Transitioning from Agency Life to Independent Consultancy (39:25) Technical SEO in the Age of AI and LLMs (46:59) Jonathan’s Passion for Maps, Geography, and Curating Places 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/hidden-complexity-of-international-seo Where to find Jonathan Moore LinkedIn: https://www.linkedin.com/in/moorejonathan/ X: https://x.com/nathanless Website: https://jonathanmoore.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/ 🎙 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

  • April 27 · 52 min

    From SEO to SXO: Rethinking Local Search | Celeste Gonzalez

    What does it really take to stay visible in local search as AI reshapes the rules? In this episode of The Search Session, Gianluca Fiorelli sits down with Celeste Gonzalez to unpack how AI is transforming local SEO—from Ask Maps and review sentiment to the growing influence of ChatGPT. The conversation goes beyond rankings, diving into what search experience optimization (SXO) actually means and how user behavior, testing, and UX signals directly impact performance. They explore why consistent business data matters more than ever, how reviews now act as fuel for AI-driven discovery, and why short-form video is becoming a serious player in local visibility. It’s a practical, forward-looking discussion on connecting online and offline experiences, improving conversions, and turning search presence into measurable results. Tune in to understand how modern local search really works—and how to make it work for you. This is the 60th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: 00:07 Meet Our Guest: Celeste Gonzalez 01:22 AI in Local Search: Opportunities and Accuracy Risks 04:59 Reviews as the New "Unique Selling Point" for LLMs 09:56 Freshness, Review Velocity, and Reputation Recovery in Local Search 12:35 ChatGPT vs. Gemini for Local Search Discovery 14:57 Explaining Search Experience Optimization (SXO) to Clients 22:54 Technical Metrics of User Frustration 29:08 Human vs. Bot Behavior in Session Recordings 31:08 Designing a Holistic SEO Testing Process 37:24 Connecting the Digital and Analog Experience 39:56 Short-Form Video, TikTok, and Local Search Visibility 46:56 Closing Thoughts: Community and Personal Passions 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/sxo-for-local-search Where to find Celeste Gonzales LinkedIn: https://www.linkedin.com/in/celestelili/ X: https://x.com/yourfavoriteseo Website: https://www.celesteseo.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

  • April 20 · 47 min

    SEO Isn’t Broken. We Just Forgot It’s Marketing | Amanda King

    Is SEO really changing in the age of AI, or are we just forgetting what always mattered? In this episode of The Search Session, host Gianluca Fiorelli sits down with Amanda King, a Sydney-based growth consultant and enterprise strategist, to explore how AI and LLM-driven search are reshaping the industry. From the return of keyword obsession to the limits of tracking LLMs, they cut through the noise and refocus on what actually drives impact: strategy, business alignment, and human-first thinking. This conversation challenges shortcuts, highlights the role of technical and operational knowledge in modern marketing, and explains why entity-driven content and real business goals matter more than ever. This is the 59th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Amanda King (01:16) Why "New" SEO is 90% Standard SEO (06:58) Information Gain and the Hidden Timeline of LLMs (10:27) SEO is Marketing: Relearning the Fundamentals (13:35) The Dual Nature of SEO (Technical vs Content) (19:01) Why Log Analysis Isn’t Practical (Yet) (21:58) To Block or Not to Block? The Brand Bias of Training Data (28:02) Moving Beyond "Helpful Content" Cliches (38:52) Entities, Brands & Topical Authority (39:08) Product-Led SEO: A Framework for Prioritization (42:43) Making Data Less Intimidating 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/seo-is-marketing Where to find Amanda King LinkedIn: https://www.linkedin.com/in/amandaecking/ X: https://x.com/amandaecking Website: https://floq.co/ 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

  • April 14 · 50 min

    Mastering SEO Testing in the Era of AI Search | Ryan Jones

    What does reliable SEO testing actually look like in an AI-driven search landscape? In this episode of The Search Session, host Gianluca Fiorelli sits down with Ryan Jones to unpack how experimentation, measurement, and strategy are evolving as platforms like ChatGPT and Gemini reshape search. The conversation explores how SEOs can run meaningful tests when traditional metrics are shifting, why small-scale experimentation is more valuable than ever, and how premature reliance on AI-generated content can backfire. Ryan also breaks down the real impact of internal linking, the importance of building strong topical hubs, and why success should ultimately be measured by business outcomes—not just rankings. From navigating visibility in AI Overviews to understanding what truly makes an SEO test reliable, this episode delivers practical, experience-driven insights for anyone looking to stay competitive in modern search. This is the 58th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:06) Meet Our Guest: Ryan Jones (03:06) Testing for ChatGPT, Gemini, and Other LLMs (07:52) Test First, Scale Later (10:55) Beyond Best Practices: Why Context Matters in SEO (14:27) How to Explain Failed SEO Tests to Stakeholders (16:53) How to Test SEO When Google Keeps Changing the Rules (20:47) Testing AI Overviews and Their Impact on Clicks (26:29) Internal Linking Still Works - Really Well (31:11) Do Link Position and Page Authority Matter? (33:56) How to Build Smarter Topical Hubs (43:20) Defining Success: SEO Testing Metrics That Matter (46:49) Beyond the Tool: Football, Books, and Life Outside SEO 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/running-seo-tests-in-ai-search-era Where to find Ryan Jones LinkedIn: https://www.linkedin.com/in/ryan-g-jones/ X: https://x.com/RyanJonesSEO Website: https://seotesting.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

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