What's Next in Search? From SEO to AR, AI & TikTok | Gerry White

In this episode of The Search Session, Gianluca Fiorelli chats with SEO veteran Gerry White—whose experience spans agency, in-house, and consultancy work. Known for his sharp insights and curious mind, Gerry dives into the fast-evolving world of search, covering everything from AI and AR to TikTok’s role in discovery.

Whether you're deep into SEO or just curious about where search is heading, this conversation blends practical tips with big-picture thinking.

This is the 12th episode of the series: Watch on YouTube

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

• (00:08) Meet Our Guest: Gerry White
• (01:20) In-House SEO vs. Independent Consulting
• (04:17) Coping With SEO Changes of the Past 3 Years
• (07:13) Gerry’s Predictions for the Future of Search
• (13:19) AR/VR as Platforms & Hardware Challenges
• (18:20) Opportunities and Risks of AR/VR
• (22:56) 3D Cinematic Content & Brand Storytelling
• (26:18) Multi-Touchpoint Search Journeys
• (30:26) SEOs as Technical Marketers
• (32:45) The Measurement Dilemma
• (35:31) Quickfire Round: Getting to Know Gerry

Where to find Gerry White
LinkedIn | X | Website

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

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