The Search Session

Have AI and AEO really changed SEO as much as everyone claims? In this episode of The Search Session, Gianluca Fiorelli sits down with Eli Schwartz to unpack what’s actually happening in search. Rather than replacing traditional SEO, AI is reshaping how people discover information, how AI agents interact with websites, and why brand has become a critical visibility signal. From agent-led search an...

How is digital PR evolving in the age of AI search? In this episode of The Search Session, Gianluca Fiorelli sits down with PR consultant Britt Klontz to explore how earned media is shaping AI visibility, why quality pitching matters more than ever, and what it takes to build real trust with journalists. From AI-assisted workflows to the growing value of subject matter experts, Britt breaks down w...

What does search success look like when rankings are no longer enough? In this episode of The Search Session, Gianluca Fiorelli sits down with Laura Iancu, international SEO and AI search consultant, to explore how SXO is reshaping modern search. From user behavior and entity building to legal content, omnichannel visibility, and LLM discovery, Laura breaks down what it takes for brands to stay tr...

Is SEO facing its biggest disruption yet? In this episode of The Search Session, Gianluca Fiorelli sits down with UK-based SEO specialist Daniel Foley Carter to explore how AI Overviews, declining click-through rates, and Google's evolving search ecosystem are reshaping the industry.  Daniel shares why trust, links, and brand signals remain critical for visibility, how to assess the impact of...

How is AI changing the rules of local SEO? In this episode of *The Search Session*, host Gianluca Fiorelli talks with Darren Shaw, founder of Whitespark and one of the leading voices in local search marketing. Darren explores how AI Overviews, Ask Maps, reviews, community prominence, and third-party signals are reshaping local visibility, and what businesses need to do to stay competitive. From ag...

What does it really take to connect SEO, branding, and business strategy in today’s search landscape? In this episode of The Search Session, Gianluca Fiorelli is joined by Silvia Martin, a Spanish SEO consultant based in England, to explore how brands can build meaningful visibility beyond rankings alone. From the ideas behind her book SEO for Branding to her Brand SEO Visibility Loop framework, S...

How is SEO changing as search becomes more AI-driven and what does that mean for the future of visibility and strategy? In this episode of The Search Session, Gianluca Fiorelli talks with Ramon Eijkemans, a big-site SEO specialist and SEO automation builder from the Netherlands, about how AI is reshaping search and forcing SEOs to rethink content, structure, and relevance.  The discussion goes bey...

What does it really take for B2B brands to stay visible in the age of AI search?  In this episode of The Search Session, Gianluca Fiorelli sits down with Viola Eva to explore how AI platforms like ChatGPT, Gemini, Claude, and Copilot are reshaping brand visibility, content marketing, and SEO strategy. The conversation dives into becoming the source that LLMs trust, why support content and document...

What does it take to stay visible when AI becomes the new search engine?  In this episode of The Search Session, Aimee Jurenka joins Gianluca Fiorelli to break down how SEO is evolving into AI visibility strategy. They explore why brand alignment across every channel matters, how informational content still drives authority, and why topic entities, schema, and internal linking can shape how AI und...

What does it really take to get international SEO right in the age of AI and LLM-driven search? In this episode of The Search Session, Gianluca Fiorelli sits down with UK-based SEO and analytics consultant Jonathan Moore to unpack the real complexity behind global SEO. From the limits of AI in understanding local markets to the hidden challenges of hreflang and scaling across regions, the conversa...

What does it really take to stay visible in local search as AI reshapes the rules? In this episode of The Search Session, Gianluca Fiorelli sits down with Celeste Gonzalez to unpack how AI is transforming local SEO—from Ask Maps and review sentiment to the growing influence of ChatGPT. The conversation goes beyond rankings, diving into what search experience optimization (SXO) actually means and h...

Is SEO really changing in the age of AI, or are we just forgetting what always mattered? In this episode of The Search Session, host Gianluca Fiorelli sits down with Amanda King, a Sydney-based growth consultant and enterprise strategist, to explore how AI and LLM-driven search are reshaping the industry. From the return of keyword obsession to the limits of tracking LLMs, they cut through the noi...

What does reliable SEO testing actually look like in an AI-driven search landscape? In this episode of The Search Session, host Gianluca Fiorelli sits down with Ryan Jones to unpack how experimentation, measurement, and strategy are evolving as platforms like ChatGPT and Gemini reshape search. The conversation explores how SEOs can run meaningful tests when traditional metrics are shifting, why sm...

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...