The Search Session AI's Impact on Global Search: The Next Era of International SEO | Michael Bonfils
In this episode of The Search Session, host Gianluca Fiorelli sits down with international SEO pioneer Michael Bonfils for a thought-provoking conversation that goes far beyond the usual global SEO playbook.
Together, they unpack the most pressing shifts in the search landscape—from AI Overviews and zero-click searches to the vanishing visibility of data and the evolving role of localization in a world shaped by large language models. Michael brings a rare mix of strategic depth and personal perspective, sharing insights forged through decades of navigating international markets.
This is the 13th episode of the series: YouTube Playlist
Here's what you'll learn in this episode:
- (00:29) Meet Our Guest: Michael Bonfils
- (02:47) Adapting to the New Search Reality: ChatGPT Has Been One of the Most Disruptive Moments in the History of Search
- (07:15) The Collapse of Old SEO Playbooks and Google's Unpreparedness
- (10:48) "Apocalittici e Integrati" AI version - Navigating Polarized Futures
- (12:02) AI Overviews and Their Real Impact on European SEO
- (15:49) AI Mode: What It Means for PPC, SEO, and the Shift Toward a Conversational Search Interface
- (18:51) The Data Black Hole: Measuring Visibility, Attribution, and Middle-of-Funnel Engagement
- (23:46) Are "Questions" the New Keywords? An International SEO Case Study
- (30:28) SEO in Walled Gardens - Maybe Google Wants to Become Like Baidu
- (33:34) Localization in the Age of AI Tools
- (39:58) The "Voilà" Song Localisation Case Study
- (43:01) Closing Fun: The Fireside Questionnaire
Where to find Michael Bonfils:
LinkedIn | X | Website
Where to find Gianluca Fiorelli:
LinkedIn | X | Bluesky | Website
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