The Search Session

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

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