What happens when old-school SEO meets the AI-powered search era?

In this episode of The Search Session, Gianluca Fiorelli sits down with Martin MacDonald to trace SEO’s evolution—from the experimental 2000s to today’s world of LLMs, structured data, and enterprise-scale challenges.

Expect insights on how AI reshapes search visibility, why structured data still pays off, and what it really takes to drive impact across millions of pages. Tune in for a sharp, human take on where search is headed next.

This is the 34 episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:

(00:06) Meet Our Guest: Martin MacDonald
(04:50) From Pre-Google SEO to AI Search
(20:12) Spotting “AI Bros” vs. Real Experiments
(23:41) How LLMs Really Build Answers
(29:03) Structured Data’s Second-Order Effects in AI
(35:24) Experiment Framework: Mining GSC for LLM Query Patterns
(42:35) Can You Trust GSC?
(46:12) Enterprise SEO at Scale: Breadth > Single Keywords
(54:40) Quickfire Personal

👉 Read the full article and explore additional insights:

https://www.advancedwebranking.com/blog/enterprise-seo-in-age-of-ai-llms

Where to find Martin MacDonald

LinkedIn: https://www.linkedin.com/in/searchmartin/
X: https://x.com/searchmartin/
Website: https://barbadosSEO.com

Where to find Gianluca Fiorelli

Linkedin: https://www.linkedin.com/in/gianlucafiorelli/
X: https://x.com/gfiorelli1
Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social
Website: https://iloveseo.net/

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/

Be sure to subscribe for more actionable marketing and SEO tutorials: / @advancedwebranking

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