The Search Session

What happens when AI moves fast but marketing fundamentals stay the same? In this episode of The Search Session, Gianluca Fiorelli sits down with Michelle Robbins to unpack why understanding human behavior still sits at the core of effective search and marketing strategies, even in an AI-driven world. They cut through the hype to discuss practical AI adoption, data maturity, shifting expectations of Google and LLMs, and the ethical realities shaping the future of search. A sharp, grounded conversation for anyone navigating AI without losing sight of what really matters.This is the 43rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Michelle Robbins(04:58) "All This Has Happened Before"(09:49) Soft Skills and Linguistics in the AI Era(16:08) Why Data Foundations Matter More Than AI Models(26:20) How Michelle Robbins Evaluates AI Models in Real Work(31:40) The Hard Truth: Google Does Not Owe You Traffic(40:41) Publisher Strategies in the AI Era(51:48) The Complexity of AI Ethics(55:35) Michelle Robbins — Life, Books, and Beliefs👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/human-centered-ai-seo Where to find Michelle RobbinsLinkedIn: https://www.linkedin.com/in/michellerobbins/ X: https://x.com/MichelleRobbins Website: https://www.linkedin.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What if everything you think you know about SEO in the AI era is only half the story? In this episode of The Search Session, Gianluca Fiorelli sits down with international SEO consultant, speaker, and trainer Dawn Anderson to unpack the myths, hype, and lasting truths shaping modern search. Together, they explore why concepts like llms.txt, chunking, or BlockRank spark confusion, how SEO and academic IR often talk past each other, and why trends like GEO, AEO, and LLMO are evolutions - not revolutions. Dawn breaks down the timeless foundations of semantics, structure, and user intent, the real value of structured data, and how she uses AI as a powerful yet carefully managed assistant. They also dive into shifting search behaviors, zero-click dynamics, and the emerging promise - and limitations - of agentic search. A sharp, insightful conversation for anyone trying to make sense of where search is truly heading.This is the 42nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:00:07 Meet Our Guest: Dawn Anderson03:38 LLMS.txt and the Problem with Unofficial Protocols07:52 BlockRank and Misinterpreting Academic Papers12:08 Chunking, Passage Indexing and Topical Focus16:22 IR and SEO: Frenemies Forever19:50 Defining SEO as a Profession32:16 Structured Data, Disambiguation and AI Search39:03 How Dawn Uses AI and Python Day-to-Day41:47 Measuring AI Search, Zero-Click and Query Refinement46:07 Agentic Search and What’s Coming Next48:35 The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/information-retrieval-and-seo Where to find Dawn Anderson LinkedIn: https://www.linkedin.com/in/msdawnanderson/ X: https://x.com/dawnieando Website: https://bertey.com  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What if the future of ranking comes down to authenticity, reputation, and smart testing?In this episode of The Search Session, Gianluca Fiorelli sits down with Cyrus Shepard—SEO consultant, online marketer, and founder of Zyppy SEO—to decode what Google’s latest updates really mean. Cyrus shares an evidence-based look at the signals that matter now, from the rise of strong brands and genuine experience to the evolving role of AI visibility tools. Together, they explore how testing, tracking, and focused brand building help businesses of any size stay ahead in an increasingly fragmented search landscape.There’s a lot to unpack in this fast, insightful conversation—press play and dive in.This is the 41st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Cyrus Shepard(02:54) Current State of SEO and Client Experiences(04:42) Correlation Studies: What Google is Prioritizing Now(14:03) SEO Testing and Experimentation Methods(17:24) Why Google Is Rewarding Imperfect but Authentic Content(25:44) How Cyrus Uses AI, Voice Search & Google(29:05) AI Visibility Tracking: Hype, Tools & What to Measure(34:47) Off-Site SEO and Reputation Management(42:37) The “Messy Middle” & Multi-Channel Presence(45:29) SMBs vs Enterprises: What Each Can Learn from the Other(48:09) Cyrus - Behind the Scenes👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/what-drives-search-visibility Where to find Cyrus ShepardLinkedIn: https://www.linkedin.com/in/cyrusshepard/  X: https://x.com/CyrusShepard Website: https://zyppy.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when SEO, PPC, analytics, and AI finally speak the same language?In this episode, Gianluca Fiorelli interviews Arnout Hellemans, a consultant known for blending data, advertising, and search strategy into one no-nonsense approach to digital performance. Their conversation dives into smarter measurement, the shifting world of attribution, and how AI is reshaping PPC—both in automation and in the way Google surfaces ads through new AI features. Arnout explains why the most powerful insight often starts with asking the right business question, how first-party and backend data can unlock truly useful dashboards, and why blended profitability metrics beat pixel-perfect attribution every time. They also explore privacy laws, consent challenges, ad monetization in AI Mode, and the practical ways Arnout uses AI to work faster, cleaner, and more creatively.This is the 40th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Arnout Hellemans(01:00) How SEO Feels Right Now(03:09) Common Onboarding Mistakes in SEO(09:37) Why Proprietary Data Beats Standard Analytics(13:38) The Attribution Problem(21:13) Data Governance Fundamentals(25:02) Google's AI Push in PPC(30:33) AI Overviews Impact on Paid Search(33:21) Ad Placement in AI-Generated SERPs(37:35) AI Tools in Arnout's Workflow(40:08) The Modern Customer Journey(43:18) Oysters and Events: The Personal Side👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/rethinking-measurement-smarter-data-attribution-ai Where to find Arnout HellemansLinkedIn: https://www.linkedin.com/in/arnouthellemans/ X: https://x.com/hellemans Website: https://onlinemarkethink.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when real-world SEO meets real-world AI? In this episode, Gianluca Fiorelli sits down with Sophie Brannon, SEO specialist and Co-Founder & Director of StudioHawk US, to explore how AI is transforming search—without the hype and without the fear. Their conversation digs into the shift from buzzwords and big promises to practical adoption, smarter workflows, and meaningful results. Sophie shares how StudioHawk uses AI for content, sentiment insights, and global oversight, while still knowing when human expertise should take the lead. From agentic search to influencing how LLMs talk about brands, this episode brings clear, future-focused vision to a rapidly evolving space. Curious to hear how it all connects? Press play and dive in.This is the 39th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:05) Meet Our Guest: Sophie Brannon(01:42) Cutting Through the AI Hype and Overwhelm(04:32) What’s Scaring SEOs About AI(08:57) Overpromising and Practical AI Implementation(13:26) How StudioHawk Uses AI Day-to-Day(16:10) Guardrails: Human Creativity in the Loop(18:32) Sophie’s Personal AI Habits(20:21) Evolving Roles: “AI + Something”(22:41) Winning Brand Visibility in LLMs(27:20) Reddit, Forums & the Schema Debate(34:07) When NOT to Use AI(40:09) Agentic Search & E-commerce Readiness(46:00) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/beyond-ai-search-hype-and-overwhelm Where to find Sophie BrannonLinkedIn: https://www.linkedin.com/in/sophie-brannon-081bb294 X: https://x.com/SophieBrannon Website: https://studiohawk.com.au/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens to SEO when search goes beyond the website?In this episode of The Search Session, host Gianluca Fiorelli sits down with Ivano Di Biasi, Italian SEO specialist, software developer, and CEO & co-founder of SEOZoom, to unpack how AI is reshaping the way people search—and how SEOs must evolve with it.Ivano reveals why informational traffic is dropping while transactional intent stays solid, how Google ranks websites and UGC on different paths, and why true visibility now lives across web, video, and social. He explains why branded searches remain the strongest signal of real impact, how keyword clustering defines modern intent, and why AI citations still rely on traditional rankings rather than independent discovery.It’s a deep dive into the future: structured results, citation-driven SERPs, and a search world where AI and classic SEO converge. Tune in for the data, the discoveries, and a clear view of where search is heading next.This is the 38th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Ivano Di Biasi(00:46) How AI Is Changing SEO in Italy(10:47) From Clicks to Visibility: What to Measure(19:52)Training Data vs. Real-Time Data in AI Search(30:40) Keyword Clusters, Fan-Out & Intent(37:06) The Future SERP: Web Guide-Style, AI-Enhanced(44:14) Agents, MCPs & Monetizing AI Mode(51:34) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/understanding-ai-powered-search Where to find Ivano Di BiasiLinkedIn: https://www.linkedin.com/in/ivano-di-biasi-70049419/ X: https://x.com/idibiasi  Website: https://ivano.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when AI Overviews, core updates, and real-world SEO collide?In this episode of The Search Session, host Gianluca Fiorelli sits down with MJ Cachón, the Spanish SEO consultant and strategist known for her work across data-driven search, business strategy, and complex site migrations. From the shifting impact of AI on brands of every size to the lingering misunderstandings around rankings, MJ offers a grounded perspective on what’s changing - and what’s not. She dives into lessons learned from Google core updates, why education still matters, how SEOs and developers can collaborate without friction, and where AI tools can enhance (but never replace) human expertise. A sharp, practical conversation for anyone navigating the evolving search ecosystem. Tune in and get ready for clarity.This is the 37th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:00:07 Meet Our Guest: MJ Cachón02:33 Managing Client Expectations11:29 Visibility vs. Traffic: The New Value Proposition19:47 SEO's Role in Brand Building24:08 Core Update Analysis & Patterns30:16 Website Migration: Common Mistakes & Best Practices33:47 Managing Developer Relationships38:25 AI Tools in Daily SEO Work45:39 Learning from Failure: The User Agent Mistake48:38 Personal Life & Interests👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/staying-grounded-ai-driven-seo-mj-cachon Where to find MJ CachónLinkedIn: https://www.linkedin.com/in/mjcachon/  X: https://x.com/mjcachon Website: https://www.mjcachon.com/ Laika Agency: https://laikateam.com/   Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ 🎙 Listen to The Search Session on your favorite platform:YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when AI reshapes how people search, feel, and buy online?In this episode of The Search Session, host Gianluca Fiorelli sits down with Italian digital strategy advisor Marco Loguercio to explore the evolution of e-commerce in an AI-driven world. From omnichannel search trends revealed by the Osservatorio Search in Italy to the rising impact of real intent over guesswork, the conversation dives into how data and emotion are merging to redefine the product experience. Marco explains why content must be treated as part of the product itself, how emotional imagery paired with clarity drives conversions, and why the line between online and offline shopping is disappearing. With ChatGPT now integrating checkout through platforms like Etsy and Shopify, the stakes for understanding buyer behavior and controlling first-party data have never been higher.Tune in for a fast-paced conversation packed with insights on aligning search, content, and commerce to meet people where their desire begins. Enjoy!This is the 36th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:05) Meet Our Guest: Marco Loguercio(04:35) Is SEO Becoming Commoditized?(07:09) The Omnichannel Search in Italy 2025(12:57) The Rise of Search Fatigue(17:35) Content That Truly Serves Customers(24:28) Authenticity and Insights in Online Communities(28:16) The Dual Role of Product Pages(31:15) Connecting Online and Offline Commerce(36:01) LLMs Enter Commerce: ChatGPT, Etsy, and Shopify(41:20) The Attribution Dilemma in the Age of AI(49:32) The Athlete’s Mindset Behind Marketing Success👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/e-commerce-in-omnichannel-ai-search Where to find Marco LoguercioLinkedIn: https://www.linkedin.com/in/marcologuercio X: https://x.com/marcologuercio Website: https://www.marcologuercio.it/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:  /@advancedwebranking

What happens when SEO grows up? In this episode of The Search Session, Gianluca Fiorelli sits down with Tom Critchlow to explore the uncomfortable truths of modern SEO - where tactics meet business strategy and brand power drives real impact. They dive into the future of AI answers, the limits of traditional SEO, and why linking out might just save search from becoming a wall of text. Tune in to discover how SEO is evolving beyond the blue links and what it really takes to stay relevant in the age of AI.This is the 35th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Tom Critchlow(01:43) How SEO Is “Complicated” Now(04:25) Why Links (and “Reasons to Click”) Will Come Back(13:27) What Really Moves SEO(20:43) The New SEO Agency Model(25:40) SEO vs. GEO Is a False Binary(30:47) Reputation & Sentiment: ORM in the LLM era(37:40) Creator Economy in the AI Era(47:17) QuickPersonal Note: “Not American—New Yorker”👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/leveling-up-seo-in-ai-era Where to find Tom CritchlowLinkedIn: https://www.linkedin.com/in/tomcritchlow/ X:  https://x.com/tomcritchlow Website: https://tomcritchlow.com/  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

What happens when old-school SEO meets the AI-powered search era? In this episode of The Search Session, Gianluca Fiorelli sits down with Martin MacDonald to trace SEO’s evolution—from the experimental 2000s to today’s world of LLMs, structured data, and enterprise-scale challenges. Expect insights on how AI reshapes search visibility, why structured data still pays off, and what it really takes to drive impact across millions of pages. Tune in for a sharp, human take on where search is headed next.This is the 34 episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Martin MacDonald(04:50) From Pre-Google SEO to AI Search(20:12) Spotting “AI Bros” vs. Real Experiments(23:41) How LLMs Really Build Answers(29:03) Structured Data’s Second-Order Effects in AI(35:24) Experiment Framework: Mining GSC for LLM Query Patterns(42:35) Can You Trust GSC?(46:12) Enterprise SEO at Scale: Breadth > Single Keywords(54:40) Quickfire Personal👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/enterprise-seo-in-age-of-ai-llms Where to find Martin MacDonaldLinkedIn: https://www.linkedin.com/in/searchmartin/ X:  https://x.com/searchmartin/ Website: https://barbadosSEO.com  Where to find Gianluca Fiorelli Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking