The Search Session

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...

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...

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...

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 th...

What does the future of search really look like in a world of zero-click results, AI overviews, and shifting user attention?  In this episode of The Search Session podcast, Gianluca Fiorelli welcomes Rand Fishkin , one of the most recognized voices in the SEO and digital marketing world, for a candid and thought-provoking conversation.  Together, they explore why SEO is thriving, how branding has...

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 c...

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...

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 experienc...

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 h...

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 fundamenta...

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—a...

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 ar...

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...

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...

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...

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 se...

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...

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—a...

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 fo...

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...

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,...

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.y...

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) i...

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. Ama...

In this episode of The Search Session, host Gianluca Fiorelli explores the shifting landscape of Conversion Rate Optimization (CRO) with two leading voices in the industry: Talia Wolf, CEO of GetUplift, and Ricardo Tayar, CEO of Flat101. Talia brings her renowned customer-centric, emotionally driven approach to optimization, while Ricardo shares his perspective on blending data and creativity to a...