The Search Session

What happens when AI stops being just a helper and starts reshaping the very core of marketing strategy and brand building? In this episode of The Search Session, Gianluca Fiorelli sits down with Joanna Lord, global brand leader, to explore how AI is transforming organizations, driving growth, and redefining resonance. From productivity gains to bold strategic pivots, Joanna shares a clear, practical lens on the future of marketing and what it means to lead with AI at the center. Tune in for a conversation that’s equal parts insightful and actionable.This is the 33rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Joanna Lord(04:08) AI-Native Roles Across Startup Stages(08:30) CRM-Powered SEO(17:29) Beyond Efficiency: AI as Marketing Strategy(25:25) From Reach to Resonance(35:03) AI is Merging Creators with Brand Strategy(42:36) Measurement and Consent-First Personalization(45:46) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/building-resonant-brands-with-ai Where to find Joanna Lord X: https://x.com/joannalord  Website: https://www.joannalord.com/ Threads: https://www.threads.com/@joannalordLinkedIn: https://www.linkedin.com/in/joannalordSubstack: Building Beautiful Things > https://joannalord.substack.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 does SEO really look like in a world shaped by AI, fragmented search, and constantly evolving user behavior?In this episode of The Search Session, Gianluca Fiorelli is joined by Andy Chadwick, who describes his work as “driving brand visibility across every search platform.” Andy shares a sharp, forward-thinking take on the future of search, exploring ideas like ambient visibility—the need to show up everywhere your audience is searching, not just on Google. He explains why cutting top-of-funnel content is a mistake, how topical authority is built through breadth, depth, and recognition, and why keywords are still the building blocks of content strategy. From content fragmentation strategies that can outpace big players to his concept of “3D search intent,” this conversation is packed with insights that challenge old assumptions and reveal what it really takes to stay visible in today’s search landscape.This is the 32nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:08) Meet Our Guest: Andy Chadwick(03:10) How SEO Is Treating Us in 2025(07:28) “Ambient Visibility” in SEO(13:44) Topical Authority: What It Is (and Isn’t)(21:54) Keyword Insights: What’s New and What’s Next(25:06) Content Fragmentation Strategy(27:36) Are Keywords Dead?(34:01) Mining Reddit for Real Questions(43:15) The Future of Search: Fragmentation & 3D Intent(48:25) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/topical-authority-in-multi-platform-search Where to find Andy ChadwickLinkedIn: https://www.linkedin.com/in/andy-chadwick/ X:  https://x.com/digitalquokka Website: https://www.keywordinsights.ai/ Website: https://snippet.digital/  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 you sit down with a true SEO pioneer who’s spent decades shaping the industry and teaching the next generation? In this episode of The Search Session podcast, host Gianluca Fiorelli welcomes Ian Lurie - strategist, educator at the University of Washington, and self-described nerd with a passion for digging into the details.The conversation explores the evolving mindset of young professionals compared to earlier generations, why chunking optimization reflects the way humans naturally absorb information, and how Ian sees AI not as a shortcut but as a genuine collaborator.He also shares practical insights on the quick technical wins that deliver outsized results, the importance of focusing on business metrics over vanity ones, and why marketers must embrace lift-based measurement as a foundation for long-term success.Packed with sharp perspectives and hands-on advice, this episode offers both a thoughtful look at the past and a clear direction for the future of SEO and marketing performance.This is the 31st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Ian Lurie(02:57) Handling AI Overviews & Client Confusion(07:32) AI, Automation Hype & Critical Thinking(14:56) Chunking, Passage Ranking & Writing for Humans(22:34) AI as Creative Partner, Not Automator(28:32) A D&D Party for Digital Marketing(32:42) Site Performance Quick Wins(36:30) Metrics After Zero-Click(46:06) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/build-value-measure-lift-ai-seach Where to find Ian LurieLinkedIn: https://www.linkedin.com/in/ianlurie/ X:  https://x.com/ianlurie Website: https://www.ianlurie.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:    / @advancedwebranking

What does it take to create content that truly stands out in an AI-driven search world? In this episode of The Search Session, Gianluca Fiorelli chats with Shelley Walsh, SEO Content Strategist and industry veteran, about the shift from spammy SERPs to AI, the rise of creative, non-traditional voices in SEO, and why clarity, intent, and audience connection still matter most. Shelley also shares insights from her work at SEJ, where she elevated content into expert-led, evidence-based journalism. A must-listen for anyone serious about content and strategy.This is the 30th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Shelley Walsh(02:02) How’s SEO treating you?(08:36) Bringing Offline Skills to SEO(22:09) Creativity & Design Thinking in SEO(32:40) SEJ’s Content Evolution(39:19) Creativity as the Future of Publishing(43:04) Chunking & Writing for LLMs(55:40) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/smarter-content-strategy-in-ai-era Where to find Shelley WalshLinkedIn: https://www.linkedin.com/in/shelleywalsh/ X:  https://x.com/theshelleywalsh YouTube: https://www.youtube.com/@shelleywalsh  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:    / @advancedwebranking

What does it take to blend SEO expertise, startup lessons, and community building into one career?In this episode of The Search Session podcast, host Gianluca Fiorelli sits down with Yagmur Simsek, SEO & Content Strategist, conference organizer, and international community connector. Yagmur shares her unique perspective on how AI is shaping search, why startups often stumble when skipping the basics, and how generosity fuels meaningful connections in the industry. From the role of AI Overviews in brand visibility to the balance between automation and human creativity, this conversation offers practical takeaways and thoughtful reflections. Tune in to hear Yagmur’s story and her insights on the future of search, startups, and the power of local communities.This is the 29th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Yagmur Simsek(01:27) SEO Today: KPIs, Metrics, and Client Expectations(07:03) Content Collaboration with AI(13:59) Startup Pitfalls and Growth Lessons(23:22) Building and Sustaining Communities(29:30) Choosing the Right Communities for Brands(32:40) SEO Best Practices in an Uncertain Era(38:40) Organizing Events: Search ’n Stuff(46:22) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/blending-ai-networking-community-in-seo Where to find Yagmur SimsekLinkedin: https://www.linkedin.com/in/yagmursimsek91/ X: https://x.com/yagmrsmsk Website: https://searchnstuff.co.uk/ Website: https://globalcybersecuritynetwork.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://x.com/awebranking

Rand Fishkin, co-founder of SparkToro and a leading voice in SEO, joins the conversation to discuss the evolving world of digital marketing. He dives into the impact of zero-click searches and AI on traditional SEO strategies, stressing that branding is now more crucial than ever. Rand emphasizes the need for emotional connections in marketing and the shift towards audience insights over traffic metrics. He also highlights how platforms like TikTok and YouTube are changing user behavior and the importance of adapting to this new landscape.

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