The Search Session

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...

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...