The Search Session

What does it really take to stay ahead in SEO when AI is reshaping search as we know it?In this episode of The Search Session podcast, host Gianluca Fiorelli sits down with Mark Williams-Cook—SEO expert, digital strategist, and founder of AlsoAsked.com. With years of experience spotting trends before they hit the mainstream, Mark shares how he communicates complex AI-driven search changes with clients, why “SEO is dead” is a myth that refuses to die, and how user intent insights from People Also Ask and query fan-out can unlock smarter content strategies.He also dives into his discoveries about Google’s site quality thresholds, the ongoing importance of user signals and trust data, and why, despite all the noise around AI, technical health, strong content, and coverage remain the foundation of SEO success.Tune in to hear fresh perspectives and timeless reminders that will reshape the way you think about search.This is the 27th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Mark Williams-Cook(01:50) How SEO Is Treating Mark Lately(09:51) People Also Ask in the Age of AI Search(22:03) Connecting Query Fan-Out, PAA, and Follow-up Questions38:04) Prompt Tracking vs. Brand Visibility(44:23) Lessons from the Google Exploit: Site Quality Score(55:43) Getting to Know Mark, Outside the SEO Bubble👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/from-people-also-ask-to-ai-search Where to find Mark Williams-CookLinkedIn: https://www.linkedin.com/in/markseo/ X: https://x.com/thetafferboy Bluesky: https://bsky.app/profile/markwilliamscook.com Website: https://withcandour.co.uk/  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 30-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: https://x.com/awebranking 

Is affiliate marketing still worth it in 2025? In this episode of The Search Session, host Gianluca Fiorelli sits down with Gareth Hoyle and Rishi Lakhani to explore the realities of affiliate marketing—how it works, how it’s evolving, and what these changes mean for marketers. The conversation covers why LLM SEO remains uncertain and why marketers should be cautious about so-called optimization services, the importance of strong brand signals and diverse traffic sources, and the continuing role of links in competitive rankings. They also discuss how affiliates are expanding beyond Google through platforms like Discord, Telegram, and creator partnerships, and how different approaches to visibility—conversions versus impressions—can shape success. Packed with insights and candid opinions, this episode offers a clear-eyed look at affiliate marketing today.This is the 26th episode of: The Search Session YouTube Playlist Here’s what you’ll learn in this episode:(00:06) Meet Our Guests: Gareth Hoyle and Rishi Lakhani(01:40) How SEO Has Been Lately(06:10) Gaming LLM Visibility: Experiments and Tactics(09:24) Affiliate Marketing: AI, Scale, Myths, and Realities(14:38) Omnichannel Strategies & Community Building for Affiliate Websites(21:28) Link Building vs. Brand Mentions in the LLM Age(34:34) Translating the Shift from Clicks to Visibility Metrics to Clients(40:57) Personalization Challenges in AI and LLM Search(47:56) Life Beyond Marketing: Passions, Travel & Role Models 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/affiliate-marketing-in-ai-search-era Where to find Gareth Hoyle LinkedIn: https://www.linkedin.com/in/garethhoyle X: https://x.com/search_magician Website: https://garethhoyle.com/Where to find Rishi Lakhani LinkedIn: https://www.linkedin.com/in/rishilakhani X: https://x.com/rishil Website: https://pwani.co.uk/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 30-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: https://www.youtube.com/@advancedwebranking

What happens when an SEO expert takes their skills to one of the most unique digital markets in the world?In this episode of The Search Session, host Gianluca Fiorelli is joined by Natalia Witczyk, an International SEO Consultant who made the bold move to China, navigating a completely different search ecosystem while continuing her global SEO work.The conversation explores Natalia’s experience bridging Chinese and Western SEO markets, the influence of Baidu’s black-hat culture, the contrasting approaches of Chinese and Western brands toward global expansion, and the role of platforms like WeChat in shaping search behavior long before AI. They also discuss the risks posed by Google’s AI translations bypassing local content and languages, and why SEO strategies need to evolve toward UX personalization and human-focused metrics.Packed with valuable insights, practical advice, and real-world stories, this episode offers a unique perspective on the intersection of SEO, AI, and cultural differences in search.This is the 25th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:10) Meet Our Guest: Natalia Witczyk(02:04) Bridging Western and Chinese SEO(03:33) Chinese Brands Entering Western Markets: Key SEO Challenges(05:39) Baidu vs. Google: Why Baidu SEO is a Different Game(11:37) Lessons from Social Media: Adapting to Google’s Zero-Click Future(13:57) AI’s Impact on Search Behavior: What China’s Already Doing(18:52) How European Clients are Adapting to AI in SEO(23:56) SEO Metrics and Reporting in the Age of LLMs(28:12) International SEO Challenges: Google’s AI and Translation Issues(34:34) Natalia's Prediction: The Shift from 'International SEO' to 'International UX'(41:55) Insights from Being a Search Awards Judge: How Global SEO Strategies Are Evolving(48:52) Beyond SEO: Getting to Know Natalia👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/international-seo-insights-from-china Where to find Natalia WitczykLinkedIn: https://www.linkedin.com/in/nataliawitczyk/ Website: https://www.jademond.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 30-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: https://www.youtube.com/@advancedwebranking

Are you using AI in your SEO strategy—or is it using you?In this episode of The Search Session, Gianluca Fiorelli chats with the brilliant Judith Lewis—digital marketing consultant, international conference MC, and certified wine-and-chocolate connoisseur—about how AI is reshaping the search landscape.From shifting visibility in B2B and B2C, to the rise of post-purchase SEO, to the risks of AI hallucinations, this conversation is packed with sharp insights, laughs, and practical advice. Judith shares real talk on using AI to speed up tasks without replacing expertise, and why flexible strategies are key in today’s fast-changing digital world.It’s an inspiring, no-fluff episode you won’t want to miss.This is the 24th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Judith Lewis(05:26) SEO Today: Stability, Strategy, and the Post-Purchase Opportunity(07:01) B2B vs B2C in the Age of AI Overviews and The Great Decoupling(16:21) How AI Can Speed Up Work and Where It Falls Short: Recognizing Hallucination Risks(29:30) Creating Adaptable Strategies That Support Business Goals — Without Getting Stuck in Rigid Plans(39:15) The Myths of Generative Engine Optimization(43:20) Experiments, Spam Tactics, and the Limits of Persuasion(52:23) The Fireside Questionnaire👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/ai-search-strategy Where to find Judith LewisLinkedIn: https://www.linkedin.com/in/judithlewis/ X: https://x.com/JudithLewis Website: https://www.decabbit.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/ AI-Powered SEO ReportMade 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: https://www.advancedwebranking.com/Be sure to subscribe for more actionable marketing and SEO tutorials: https://www.youtube.com/@advancedwebranking

In this episode of The Search Session, Gianluca Fiorelli sits down with Jes Scholz - renowned growth marketing consultant and respected voice in the SEO world - to unpack what truly matters in search today. From the resurgence of excitement in SEO to the impact of AI on how we think and work, Jes shares thoughtful, experience-driven insights on how to adapt without losing sight of the fundamentals.Together, they explore why building brand salience should be at the core of any strategy, how understanding category entry points and intent beats keyword obsession, and why Google Discover deserves a seat at the SEO table. Plus, Jes offers a smart take on avoiding “AI slop” by creating genuinely valuable content. Whether you’re grappling with legacy tactics or navigating AI-driven disruption, this conversation will help you rethink your approach and move forward with purpose.This is the 23rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(01:11) Meet Our Guest: Jes Scholz(01:43) Jes's Advice on Navigating Uncertainty in the AI-Driven Era(05:35) Reframing SEO Strategy: From Keywords to Category Entry Points(13:34) How Hyper-Personalized Search Reshapes Optimization(15:40) Learning from Google Discover: Using Topical Authority to Win Visibility(20:33) Why Content isn’t Just Text Anymore and What SEOs Must Do(27:39) Chunks vs. Cohesive Content: Balancing Readability for LLMs and Real Human Users(34:41) Rethinking SEO Metrics: Using Share of Voice and Prompt Tracking to Measure Visibility(42:52) SEO Myths in the Age of AI(46:32) The Person Behind the Professional: Jes Scholz👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/building-brand-salience-in-age-of-aiWhere to find Jes ScholzLinkedIn: https://www.linkedin.com/in/jes-scholz/ X: https://x.com/jes_scholz Threads: https://www.threads.net/@jes.scholz Blueskye: https://bsky.app/profile/jes-scholz.bsky.social Website: https://www.jesscholz.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 30-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: https://www.youtube.com/@advancedwebranking

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:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 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 Continous Learning (and Teaching) in SEO(50:40) The Fireside Questionnaire👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/the-seo-age-of-liquid-search Where to find Giorgio TavernitiLinkedIn: https://www.linkedin.com/in/giorgiotave X: https://x.com/giorgiotave Website: https://www.giorgiotaverniti.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 30-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: https://www.youtube.com/@advancedwebranking

Is AI the biggest disruption to SEO—or the start of its next evolution?In this episode of The Search Session, host Gianluca Fiorelli welcomes Aleyda Solís, internationally renowned SEO consultant and speaker, for a deep dive into how AI is reshaping the world of search.Aleyda shares her optimistic and practical take on the future of SEO in an AI-driven landscape—emphasizing that while things are changing fast, there’s no need to panic. SEO isn’t dead; it’s evolving. From chunk-based content strategies to adapting for new interfaces, she explains how to build on what we already know and stay effective in the face of change.Whether you’re just starting out or leading large-scale SEO efforts, this episode offers valuable insights, strategies, and career advice to help you navigate what’s next—with clarity, flexibility, and curiosity.This is the 21st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:26) Meet Our Guest: Aleyda Solis(02:13) How SEO Feels in 2025(08:51) How Aleyda Is Guiding Clients Through Uncertainty(16:43) Dealing with AI Overviews and Traffic Decoupling(22:16) How Aleyda Uses AI in Her Workflow(25:44) Best Practices for SEO in the Age of AI(34:19) Aleyda’s Process: Starting a New Client Engagement(42:36) What Aleyda Wishes She’d Known in 2006 About Productivity, Testing, and Outcomes(46:54) Quickfire Questions: Getting to Know Aleyda👉 Read the full article and explore additional insights:https://www.advancedwebranking.com/blog/adapting-old-seo-rules-to-the-new-ai-search Where to find Aleyda SolísLinkedIn: https://www.linkedin.com/in/aleyda/ X: https://x.com/aleyda Website: https://www.aleydasolis.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 30-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: https://www.youtube.com/@advancedwebranking

Is traditional SEO enough in the age of AI-powered search?In this episode of The Search Session, Gianluca Fiorelli talks with Mike King—the creator of “relevance engineering”—about how AI is reshaping the way we approach search. From building tools that mimicked AI Overviews back in 2020 to redefining what it means to optimize content today, Mike shares how he and his team at iPullRank have been leading the charge.They dive into how client perceptions around AI have evolved, why visibility now depends on omni media content strategies, and how SEOs must think beyond blog posts to research, white papers, and systems-level thinking. Mike also breaks down the mechanics behind AI Overviews and explores the rise of agentic SEO—modular, automated systems built for the ever-shifting landscape of modern search.As Mike says, we’re no longer just tweaking websites—we’re building engines for discoverability in the era of AI.This is the 20th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:22) Meet Our Guest: Mike King(01:11) How SEO Is Treating Mike King in 2025(02:28) Enterprise Clients' Reactions to the Rise of AI in Search(07:41) How SEOs Can Start Learning AI Search(10:31) Relevance Engineering: A New Definition of SEO(14:53) Inside Google’s AI Mode & AI Overviews Architecture(17:57) SEO in the AI Era: Owning More Raffle Tickets(20:21) Chunkable and Multimodal Content Strategy(22:39) The Publishing Industry Under Pressure(26:38) Memorability Over Visibility: The Real SEO Goal(31:06) Context Matters More Than Mentions(33:49) Speculating on the Future of Google Search Features(36:49) The Risks of Filter Bubbles and Cognitive Atrophy(39:24) Agentic Search and Modular Search Architecture(41:56) Why Google Will Still Win the AI Search Race(44:05) Measuring SEO Impact in the Age of AI(46:25) The Fireside QuestionnaireWhere to find Mike KingLinkedIn: https://www.linkedin.com/in/michaelkingphilly/ X:https://x.com/iPullRank Website: https://ipullrank.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 30-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:https://www.youtube.com/@advancedwebranking

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:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) 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👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/from-it-depends-to-action-in-seo-age-of-aiWhere to find Chris GreenLinkedIn: https://www.linkedin.com/in/chrisgreenseo/ X: https://x.com/chrisgreenseo Website: https://www.torquepartnership.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 30-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: https://www.youtube.com/@advancedwebranking

Is AI about to reshape the future of online news as we know it?In this episode of The Search Session, Gianluca Fiorelli sits down with Barry Adams—veteran SEO consultant and co-founder of the News & Editorial SEO Summit—for a candid conversation about where news publishing is headed in the age of AI. Barry shares why he believes Google Discover will become an even more vital traffic source for publishers, and why "AI Mode" might be more disruptive than AI Overviews. He also discusses the shrinking landscape of news and why only publishers with a clear editorial direction will stand a chance.If you work in news, content strategy, or SEO, this is a conversation you’ll want to hear.This is the 18th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:22) Meet Our Guest: Barry Adams(01:51) AI Overviews vs. AI Mode - and Their Impact on News(08:55) A New Business Model for News(18:03) News Licensing Deals and the LLM Economy(22:28) How Smaller Publishers Can Survive(26:03) What Traditional Publishers can Learn From Creators and Community Builders(30:57) Barry’s Approach to SEO Audits, Client Relationships, and Lessons from the Field(36:14) How “SEO Copywriting” and “AI Copywriting” Are Hurting Content(40:02) The SEO Wisdom Barry Gained From Working With Clients(45:12) Optimizing Multimedia Content(48:08) The Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/news-seo-ai-search Where to find Barry AdamsLinkedIn: https://www.linkedin.com/in/barryadams/ Website: https://www.polemicdigital.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 30-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: https://www.youtube.com/@advancedwebranking