What happens when you sit down with a true SEO pioneer who’s spent decades shaping the industry and teaching the next generation?

In this episode of The Search Session podcast, host Gianluca Fiorelli welcomes Ian Lurie - strategist, educator at the University of Washington, and self-described nerd with a passion for digging into the details.

The conversation explores the evolving mindset of young professionals compared to earlier generations, why chunking optimization reflects the way humans naturally absorb information, and how Ian sees AI not as a shortcut but as a genuine collaborator.

He also shares practical insights on the quick technical wins that deliver outsized results, the importance of focusing on business metrics over vanity ones, and why marketers must embrace lift-based measurement as a foundation for long-term success.

Packed with sharp perspectives and hands-on advice, this episode offers both a thoughtful look at the past and a clear direction for the future of SEO and marketing performance.

This is the 31st episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

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

(00:07) Meet Our Guest: Ian Lurie
(02:57) Handling AI Overviews & Client Confusion
(07:32) AI, Automation Hype & Critical Thinking
(14:56) Chunking, Passage Ranking & Writing for Humans
(22:34) AI as Creative Partner, Not Automator
(28:32) A D&D Party for Digital Marketing
(32:42) Site Performance Quick Wins
(36:30) Metrics After Zero-Click
(46:06) The Fireside Questionnaire

👉 Read the full article and explore additional insights:

https://www.advancedwebranking.com/blog/build-value-measure-lift-ai-seach

Where to find Ian Lurie

LinkedIn: https://www.linkedin.com/in/ianlurie/
X: https://x.com/ianlurie
Website: https://www.ianlurie.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: / @advancedwebranking

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