The Search Session

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

What does it take to make SEO drive impact in 2025?In this episode of The Search Session, Gianluca Fiorelli sits down with Maria White, UK SEO Lead at TUI, to explore the evolving landscape of search - from fashion to travel. Maria shares how a custom dashboard revealed hidden blockers, why visibility isn't enough, and how cross-channel collaboration is key in a world of hyper-personalized search.They also dive into image SEO, shifting user behavior, and why ChatGPT is changing search—without killing Google.This is the 17th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:24) Meet Our Guest: Maria White(02:33) The Visibility Paradox: Why Rankings Don’t Equal Results(09:19) The Multi-Channel Search Journey: Social, Search, and Beyond(14:39) Brand and SEO: Owning Branded Search in Fashion(18:58) Cross-Functional SEO: Collaborating with CRM, Paid, and Social Teams(27:32) Image SEO and Visual Search: A Hidden Opportunity in Fashion and Retail(35:36) LLMs and AI: The New Search Experience?(47:59) Quick Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/lessons-in-seo-brand-and-data Where to find Maria WhiteLinkedIn: https://www.linkedin.com/in/mariaguadalupewhite/ Website: http://www.tuigroup.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 SEO still about ranking web pages—or is it time to start thinking brand-first? In this episode of The Search Session, host Gianluca Fiorelli is joined by Lily Ray, VP of SEO Strategy & Research at Amsive, to explore how AI Overviews, AI Mode, and LLMs are reshaping the way people interact with search—and what that means for publishers, marketers, and the future of organic visibility.Lily explains why SEO success today extends beyond traffic and clicks, emphasizing the importance of building brand equity across platforms and collaborating across marketing channels. From stakeholder education to long-term loyalty in an AI-first world, this conversation is packed with insights on adapting your strategy in a rapidly evolving search landscape.This is the 16th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Lily Ray(02:16) Surviving Google’s AI Overviews & AI Mode: Strategies for Independent Publishers(06:06) How Publishers Can Leverage Google’s Move Toward Hyper-Personalisation(07:51) SERPs as Billboards and Zero-Click Marketing(11:39) The Challenge of Reporting AI Search Success(16:08) Impact of LLMs in the Publishing Niche(20:12) Adapting E-E-A-T Concepts and Framework to AI Search(24:47) Fighting Spam and the Ethics of SEO(30:04) Lilly's Encouragement for SEOs Facing Burnout and Declining Traffic(33:35) The Cross-Channel Future of SEO(39:48) Quick-Fire Personal Questions👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/ai-search-for-publishers Where to find Lily Ray LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/ X: https://x.com/lilyraynyc/ Website: https://lilyray.nyc/ 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

How can brands think more like creators—and why does it matter in today’s video-first world?In this episode of The Search Session, Gianluca Fiorelli sits down with Phil Nottingham, founder of Organic Video, to unpack the strategic role of video in digital marketing. From organic distribution and YouTube optimization to the impact of AI tools like Gemini, we explore how video content is evolving—and what that means for marketers.Phil shares insights on balancing authenticity with strategy, adapting to platform trends, and building a long-term video presence that actually works.This is the 15th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:55) Meet Our Guest: Phil Nottingham(04:16) Why Brands Struggle with YouTube Compared to Creators(07:44) The Warhammer Example: Building Community and Brand Through Content(09:47) Shorts vs. Long-Form: Finding the Right Format Mix(12:21) Using Data to Shape Strategy: Moving Beyond Keywords(15:00) Competitor Analysis Without Imitation(16:57) TV Comes to YouTube: Shifting Viewer Habits and Production Implications(20:54) AI’s Potential as a Visual Creative Tool(25:29) AI Video Influencers: Gimmick or Future Trend?(26:29) Gemini and AI Discovery: What’s Next for YouTube?(29:44) The Power of Personal Branding in the AI Era(31:12) The Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/video-marketing-ai-landscape Where to find Phil NottinghamLinkedIn: https://www.linkedin.com/in/philnottingham X: https://x.com/philnottingham Website: https://philnottingham.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, host Gianluca Fiorelli sits down with a true pioneer of the search industry - Duane Forrester.From shaping Bing Webmaster Tools to navigating the cutting edge of AI-driven search, Duane brings a wealth of insight to the table. Now COO at LynxPulse, founder of UnboundAnswers, and a seasoned advisor, he shares his unique perspective on how search is evolving—and what that means for SEOs, marketers, and businesses.This is the 14th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:07) Meet Our Guest: Duane Forrester(02:50) Duane's Reflections on Early Reactions to OpenAI and Generative AI(05:22) Concerns About the SEO Industry’s Readiness for AI-Driven Change(07:42) Metrics Duane Would Now Build for Bing Webmaster(10:20) The Real Value of First-Party Data(13:14) Rethinking Metrics in an AI Search Era(18:00) How the Young Generation Finds What They Need, Beyond "Googling"(25:58) Redefining Our Profession: From SEO to Information Retrieval Specialists(32:35) The Central Role of Monosemanticity and Attention Mechanisms in AI Search(35:15) The Two Audiences Approach: Human and AI(40:20) Anticipating Upcoming Changes to Google’s Interface(45:04) The Coming Evolution of Advertising - Smart Glasses and Eye Tracking(49:51) Rapid-Fire Personal Questions with Duane👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/attention-mechanisms-ai-search Where to find Duane ForresterLinkedIn: https://www.linkedin.com/in/dforrester/ X: https://x.com/duaneforrester Website: https://www.lynxpulse.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, host Gianluca Fiorelli sits down with international SEO pioneer Michael Bonfils for a thought-provoking conversation that goes far beyond the usual global SEO playbook.Together, they unpack the most pressing shifts in the search landscape—from AI Overviews and zero-click searches to the vanishing visibility of data and the evolving role of localization in a world shaped by large language models. Michael brings a rare mix of strategic depth and personal perspective, sharing insights forged through decades of navigating international markets.This is the 13th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:29) Meet Our Guest: Michael Bonfils(02:47) Adapting to the New Search Reality: ChatGPT Has Been One of the Most Disruptive Moments in the History of Search(07:15) The Collapse of Old SEO Playbooks and Google's Unpreparedness(10:48) "Apocalittici e Integrati" AI version - Navigating Polarized Futures(12:02) AI Overviews and Their Real Impact on European SEO(15:49) AI Mode: What It Means for PPC, SEO, and the Shift Toward a Conversational Search Interface(18:51) The Data Black Hole: Measuring Visibility, Attribution, and Middle-of-Funnel Engagement(23:46) Are "Questions" the New Keywords? An International SEO Case Study.(30:28) SEO in Walled Gardens - Maybe Google Wants to Become Like Baidu(33:34) Localization in the Age of AI Tools(39:58) The "Voilà" Song Localisation Case Study(43:01) Closing Fun: The Fireside Questionnaire👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/ai-impact-on-international-seo Where to find Michael BonfilsLinkedIn: https://www.linkedin.com/in/michaelbonfils/ X: https://x.com/michaelbonfils Website: https://digital-international-group.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 chats with SEO veteran Gerry White—whose experience spans agency, in-house, and consultancy work. Known for his sharp insights and curious mind, Gerry dives into the fast-evolving world of search, covering everything from AI and AR to TikTok’s role in discovery.Whether you're deep into SEO or just curious about where search is heading, this conversation blends practical tips with big-picture thinking.This is the 12th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:08) Meet Our Guest: Gerry White(01:20) Pros and Cons of In-House SEO vs. Independent Consulting: Insights from Gerry White(04:17) How is Gerry White Coping With the Rapid and Radical SEO Changes of the Past 3 Years(07:13) Gerry’s Predictions for the Future of Search – Especially Visual Search(13:19) AR/VR as Emerging Platforms for Digital Experiences and Their Hardware Challenges(18:20) Exploring the Real Opportunities and Risks of AR/VR(22:56) 3D Cinematic Experiences: How Influencers and Brands Can Create Immersive Content(26:18) How SEOs Can Adapt to Modern Multi-Touchpoint Search Journeys(30:26) SEOs as Technical Marketers(32:45) The Measurement Dilemma: Why SEOs Must Learn to Say 'We Don't Know'(35:31) Quickfire Round: Getting to Know Gerry👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/whats-next-in-search-seo-ar-ai-tiktok Where to find Gerry WhiteLinkedIn: https://www.linkedin.com/in/dergal/ X: https://x.com/dergal Website: https://www.dergal.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

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:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 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👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/technical-seo-nerd-talk-with-jono-alderson Where to find Jono AldersonLinkedIn: https://www.linkedin.com/in/jonoalderson/X: https://x.com/jonoalderson Website: https://www.jonoalderson.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, Gianluca Fiorelli is joined by none other than Cindy Krum, CEO of MobileMoxie and a longtime thought leader in the SEO space. From mobile-first indexing to “SEO Fraggles,” Cindy’s insights have shaped how we think about search.They dive into the rollout of AI Overviews in Europe, the evolution of search personalization, and why optimizing for search journeys (not just keywords) is the future. Cindy also unpacks a bold theory on Google’s potential move to merge AI Mode, This is the 10th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(02:00) Is AI Mode the New Default?(07:09) How MUM, Journeys, and Ad Tols Like PMax Support Google’s Monetization Strategy(09:45) The Change From Keyword Optimisation to Journey Optimisation(13:05) The Language-Agnostic Nature of AI Overviews (And Its Economic Reason)(18:18) Visibility Over Rankings in a Personalized Search World(21:35) Is Google Restricting SEO Data Access to Push Users Toward Paid Channels?(27:02) The Role of LLMs like ChatGPT in Search and Google’s Ecosystem(29:14) What’s Left of Classic Search? Exploring the Segmentation of Search Experiences (e.g., the Rise of Short Video Vertical)(32:19) The Rise of AI Influencers and the Uncanny Valley Phenomenon(36:13) New Frontiers of Search: Augmented Reality Search(41:16) Rapid-Fire Personal Questions👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/google-search-journey-optimization Where to find Cindy KrumLinkedIn: https://www.linkedin.com/in/cindykrum/ X: https://x.com/suzzicks Website: https://mobilemoxie.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, host Gianluca Fiorelli is joined by Amanda Natividad - VP of Marketing at SparkToro, a standout voice on social media, and the creator of the widely embraced concept of zero-click content.Together, they explore how user behavior is evolving, why platform-native content is more powerful than ever, and how memorability plays a key role in making an impact. Amanda also shares why truly understanding your audience goes beyond building traditional buyer personas.This is the 9th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:21) Meet Our Guest: Amanda Natividad(02:41) Zero-Click Content and Marketing in 2025(08:50) Brand Marketing’s Comeback(11:40) Novelty and Memorability in Content Creation(16:06) Copycat Content and the Problem with Blogs(22:30) Audience Research vs. Market Research: A Deep Dive(27:20) Moving Past Buyer Personas: The Audience-Centric Approach(32:20) Leveraging Coopetition and Influencers for Brand Growth(40:16) Creativity vs Risk: Where’s the Line?(42:48) Quick-Fire Round: Amanda’s Favorites👉 Read the full article and explore additional https://www.advancedwebranking.com/blog/brand-building-and-zero-click-marketingWhere to find Amanda NatividadLinkedIn: https://www.linkedin.com/in/amandanat/ X: https://x.com/amandanat Website: http://sparktoro.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