From “It Depends” to Action: Rethinking SEO in the Age of AI | Chris Green

Is AI changing SEO for better—or just faster?

In this episode of The Search Session, Gianluca Fiorelli sits down with Chris Green, Technical Director and Senior Consultant at Torque, to explore how AI is reshaping search—and why he’s embracing it with curiosity, not fear.

Chris shares how the rise of tools like ChatGPT has pushed SEO back to its experimental roots. Instead of chasing hacks, it’s about sharpening our thinking, asking better questions, and staying grounded in the fundamentals: understanding user intent, building authority, and guiding the full search journey.

A great talk about smarter workflows, why “It depends” isn't always enough, what Chris looks for in a site audit, and how his background in film theory still influences his SEO approach today.

Whether you’re navigating AI shifts or refining your strategy, this episode is packed with thoughtful, practical insights.

This is the 19th episode of the series: Watch on YouTube

Here's what you'll learn in this episode:
(00:30) Meet Our Guest: Chris Green
(03:51) What Still Holds True in SEO?
(11:28) Agency Perspective: What Clients Are Asking Now
(18:32) How Chris is Using AI to Build Workflows, Not Just Content
(26:53) Chris's Approach When Reviewing a New Client's Site
(29:43) Doing SEO in a Fragmented Search Ecosystem
(35:30) Reflections on Chris's “It Depends” Short-Form SEO Video Series
(38:20) Handling the Dreaded “It Depends” Questions
(42:27) When Best Practice Isn't the Best Choice
(47:07) The Fireside Questionnaire

Where to find Chris Green
LinkedIn | X | Website

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

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.

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