The Search Session

What does technical SEO look like when it stops fixing problems and starts shaping strategy? In this episode of The Search Session, host Gianluca Fiorelli sits down with Will Kennard, a London-based technical SEO consultant, to explore how modern frameworks like Next.js and Nuxt are redefining SEO, why AI should be grounded in real data, and how SEOs can work more effectively with developers. The...

What if the secret to making AI actually work for your brand lies in how you structure knowledge itself? In this episode of The Search Session, host Gianluca Fiorelli sits down with Beatrice Gamba, Italian AI-powered digital strategist and innovation leader, for a deep dive into the world of semantics, ontologies, and knowledge graphs — and why they're becoming the backbone of how brands commu...

What does it really take to build authority in an AI-driven search landscape? In this episode of The Search Session, Gianluca Fiorelli sits down with SEO veteran Dixon Jones to unpack how semantic context, entities, and topical authority shape modern search. From the evolution of Majestic’s Topical Trust Flow to tools like InLinks, the conversation dives into how structured data, internal linking,...

What does it take for brands to stay visible and trusted in a search landscape increasingly shaped by AI, ads, and fragmented user behavior? In this episode of The Search Session , Gianluca Fiorelli sits down with Laura I. Abreu, an SEO and PPC specialist originally from Spain who focuses on lead generation and revenue growth. Together, they explore why modern marketing success relies less on pure...

Curious how modern SaaS SEO goes beyond traffic and rankings?  In this episode of The Search Session , Gianluca Fiorelli sits down with Bengü Sarıca Dinçer to explore strategies that truly drive business impact. From aligning SEO with revenue goals to navigating AI-driven search and uncovering unexpected channels like TikTok, Bengü shares insights on measuring influence, optimizing content for int...

Is technical SEO still about rankings, or is it becoming something much bigger? In this episode of The Search Session, Gianluca Fiorelli sits down with Tory Gray to explore how enterprise SEO is evolving in an era shaped by AI disruption, limited visibility, and growing client uncertainty. Together, they examine how agencies are shifting from isolated service providers to cross-functional growth p...

What happens when search shifts from keywords to entities - and from rankings to relationships? In this episode of The Search Session, host Gianluca Fiorelli sits down with Lazarina Stoy, marketing consultant and founder of Women in Marketing Bulgaria, to unpack how entity search, semantics, and query fan-out are reshaping modern SEO. They explore why machine learning is often more reliable than g...

Is technical SEO becoming more powerful—or more fragile—in the age of AI? In this episode of The Search Session , Gianluca Fiorelli sits down with Jamie Indigo for a deeply technical conversation about what’s actually changing as AI reshapes search. Moving beyond the hype, they explore how foundational crawling principles still matter, why undocumented AI systems introduce new layers of complexity...

What really changes for SEO when search stops being deterministic and starts thinking like an AI? In this episode of The Search Session , Gianluca Fiorelli is joined by Metehan Yeşilyurt, an expert working at the intersection of AI, machine learning, and SEO. Together, they unpack how AI search reshapes visibility, why classic SEO fundamentals still matter in probabilistic systems, and what unders...

What happens to SEO when rankings matter less than trust and brand presence? In this episode of The Search Session , Gianluca Fiorelli sits down with Miracle Inameti-Archibong to explore how AI is reshaping SEO far beyond keywords and clicks. The conversation looks at visibility without traffic, brand-led SEO in an AI-powered search landscape, and why trust, relationships, and human context are be...

What does it really take to build a scalable agency, grow a brand through content, and stay ahead in an AI-driven search landscape? In this episode of The Search Session , Gianluca Fiorelli sits down with Himani Kankaria, growth marketing strategist and founder of Missive Digital, to unpack her journey from consultancy to agency, the evolution of India’s SEO community, and the strategies shaping m...

What happens to SEO when search is no longer just about keywords and clicks? In this episode of The Search Session , Gianluca Fiorelli sits down with growth advisor Kevin Indig to unpack how AI is reshaping search, visibility, and the role of SEO itself. From Google vs. ChatGPT to entity-driven SEO, agentic search, and the shift from clicks to influence, this conversation explores what really matt...

Ever wondered how news SEO is evolving in a world of AI, Google Discover, and creators?  In this episode of The Search Session , Gianluca Fiorelli sits down with John Shehata, audience growth consultant and news SEO expert, to explore the shifting landscape of visibility. They dive into why news SEO plays by different rules, how AI Overviews and Google Discover are reshaping discovery, and what pu...

Where is search really happening now, and how should B2B SaaS teams respond when traffic drops but influence doesn’t?  In this episode, Gianluca Fiorelli sits down with Gaetano DiNardi, Growth Advisor for B2B SaaS, to unpack how AI is reshaping user journeys across Google, LLMs, and video platforms. The conversation explores why traditional attribution is breaking down, how high-intent conversions...

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 expectatio...

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 acad...

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 exp...

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...

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 result...

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 s...

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 rank...

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 conversat...

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 t...

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 take...

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, prac...