The Search Session

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...

In this episode of The Search Session, host Gianluca Fiorelli sits down with digital marketing powerhouse Purna Virji - Principal Consultant at LinkedIn and former Microsoft leader. Together, they unpack how to create meaningful, human-first content in an AI-driven landscape, why outcomes matter more than outputs, and how to balance authenticity with algorithms. Expect sharp insights, real strateg...

In this episode of Search Session, Gianluca Fiorelli sits down with Gus Pelogia, Senior SEO Product Manager at Indeed. With a background in journalism and over a decade of SEO experience across agencies and in-house teams, Gus brings a unique, global perspective to search. This is the 6th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh   Here's what you&#3...

How is AI changing the game for local SEO? In this episode of The Search Session, Gianluca Fiorelli chats with Greg Gifford, local SEO expert and movie enthusiast. They dive into the latest trends, AI’s impact, and how businesses can stay ahead - plus some fun movie talk! This is the 5th episode of:    https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you&#39...

AI is transforming how agencies operate - but what does that mean for SEO professionals?  In this episode of The Search Session, host Gianluca Fiorelli is joined by Heather Physioc (Chief Discoverability Officer, VML) and Kevin Gibbons (Founder, Re:signal) to break it all down. This is the 4th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh   Here's what yo...

How is content marketing evolving in the age of AI? What’s the new role of PR in SEO? And how are brands adapting to changing search behaviors? In this episode of The Search Session , host Gianluca Fiorelli dives into these pressing questions with two industry leaders: Lexi Mills – CEO of Shift6 Studios and Ross Simmonds – CEO of Foundation Marketing & Head of Growth at Distribution.ai From th...

In this episode, we’re exploring the fast-changing world of search behavior - how people are searching, how platforms like Google, OpenAI, and Perplexity are evolving, and what it means for brands and SEO professionals. Joining us are two fantastic guests: Julia Panozzo, founder of Neuroscientive, a neuroscientist turned marketer who specializes in helping brands make smarter data-driven decisions...

Join our amazing host, Gianluca Fiorelli, on the first episode of The Search Session as he chats with Andrea Volpini, CEO of WordLift and a true visionary in the world of semantic search.  They explore the fascinating evolution of AI-powered SEO, the importance of structured data, and how AI agents are changing the search landscape.  Andrea shares the story behind WordLift, discusses the critical...