Essence Over Form: The Age of Liquid Search | Giorgio Taverniti

Jul 21, 2025

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In this episode of The Search Session, Gianluca Fiorelli is joined by longtime friend and renowned Italian SEO expert Giorgio Taverniti for a conversation packed with fresh perspectives on the evolving search landscape. Giorgio introduces the concept of liquid search, where Google reshapes and re-renders content dynamically within its own ecosystem, and explores the power of inspirational intent—an often-overlooked driver of user behavior. He also discusses the rise of resolutive intent and how understanding the essence of content is becoming essential in an AI-driven world.

From the role of creators and high-value product detail pages to building presence across platforms like YouTube and Google Discover, Giorgio offers actionable insights for modern SEOs.

Instead of pushing for a complete overhaul, he encourages a mindset of experimentation: blending structured data with deep, meaningful content to stay relevant. It’s an insightful and inspiring conversation—one that brings both clarity and warmth to where search is headed next.

This is the 22nd episode of: The Search Session on YouTube

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

(00:45) Meet Our Guest: Giorgio Taverniti
(03:13) What Is Liquid Search?
(05:52) Understanding How Google Reformats Content: Form vs. Essence
(08:04) Expanding Beyond Google and the Role of “Resolutive” and “Inspirational” Intent
(13:14) Satisfying Beneficial Purpose as the Foundation of Page Quality
(15:39) The AI Search Race: Who Will Win for Giorgio?
(19:20) Is Search the Main Use of LLMs? Giorgio Explores AI vs. Traditional Search
(23:49) What “Query Fan-Out” Means for SEOs
(29:48) Lessons from Amazon and Platform-First Thinking
(32:07) YouTube, Creators, and the Future of Publishers
(38:59) Hyper-Personalization & Memory in AI Search
(41:36) How Sessions Become Continuous Interactions
(45:59) The Foundational Importance of Continuous Learning (and Teaching) in SEO
(50:40) The Fireside Questionnaire

👉 Read the full article and explore additional insights: The SEO Age of Liquid Search

Where to find Giorgio Taverniti:
LinkedIn | X | Website

Where to find Gianluca Fiorelli:
LinkedIn | X | Bluesky | Website

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