In this episode of The Search Session, Gianluca Fiorelli sits down with Jono Alderson to dive deep into the evolution of SEO—from technical frontiers to brand, strategy, and storytelling.

It’s a candid, insightful, and occasionally nostalgic chat about where the industry’s been, where it’s headed, and why better SEO might mean building better businesses.

This is the 11th episode of: The Search Session Playlist

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

(00:31) Meet Our Guest: Jono Alderson
(01:30) What SEO Was, Is, and Is Becoming
(04:34) T-shaped vs π-shaped SEO Skills
(08:02) How to Keep SEO Relevant to Businesses
(10:10) How Relevance Engineering is Becoming the True Job of an SEO
(13:54) Why Differentiation Matters More Than Ever
(17:18) Did We Approach Competitive Analysis from the Wrong Perspective?
(23:20) The True Competitive Advantage of SEOs
(26:43) Are SEOs Acting Like Snobs?
(31:26) E-E-A-T: Why So Many SEOs (and Businesses) Still Get It Wrong?
(41:30) SEO on the Edge
(49:03) The New Technical SEO Specialist
(51:55) Rapid-Fire Fun: Get to Know Jono

Where to find Jono Alderson

Where to find Gianluca Fi

Nerding Out on SEO with Jono Alderson

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

Where to find Jono Alderson

Where to find Gianluca Fi