The Search Session

Advanced Web Ranking
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Join international SEO consultant Gianluca Fiorelli as he explores the dynamic world of SEO. In each episode, industry leaders share insights and strategies to help in-house SEOs, agency professionals, and consultants tackle the evolving search landscape.

  1. SEO for Branding: Bridging Visibility and Business Strategy | Silvia Martin

    3 days ago

    SEO for Branding: Bridging Visibility and Business Strategy | Silvia Martin

    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, Silvia shares practical insights on measuring brand impact, monitoring LLM reputation, simplifying technical SEO communication, and building stronger omnichannel strategies. The conversation also dives into the evolving role of community in SEO and why collaboration and inclusivity matter more than ever in shaping the future of the industry. This is the 65th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Silvia Martin(01:49) Navigating Constant SEO Change Without Panicking(08:19) Writing SEO for Branding for Non-SEOs(11:56) SEO and Branding in the AI Era(14:18) The Brand SEO Loop Framework(18:35) Measuring Brand Visibility Across Platforms(21:33) Online Reputation Management in the LLM Era(29:08) Entities, Schema, and AI Understanding   (36:36) Omnichannel SEO & Search Everywhere(41:59) Career Growth in SEO(47:51) Soft Skills, Networking & Communication 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/seo-for-branding-visibility-and-business-strategy  Where to find Silvia Martin LinkedIn: https://www.linkedin.com/in/martinsilvia/ X: https://x.com/silvia_smp Website: https://silviamartinpalacio.com/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    53 min
  2. The Mad Scientist’s Guide to Language Machines | Ramon Eijkemans

    25 May

    The Mad Scientist’s Guide to Language Machines | Ramon Eijkemans

    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 beyond rankings, exploring how clearer, self-contained content, semantic HTML, and stronger information architecture help both users and AI systems understand pages more effectively. They also look at why SEO increasingly benefits from a more humanistic, context-driven approach, and how SERPs can be interpreted as a kind of market research surface rather than just a ranking list. The conversation further covers the challenges of scaling SERP analysis, the role of sentiment and user context in relevance, and how e-commerce pages can be improved with precise, situation-aware copy without sacrificing UX. This is the 64th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Ramon Eijkemans(03:00) Why SEO Needs Humanities Again(13:49) Finding Common Patterns Across AI Models(17:13) SERPs as Market Research and Consumer Psychology(26:34) What Makes Scalable SERP Analysis Difficult(29:04) Sentiment Analysis and the Future of SEO Research(38:07) Infusing Structured Data into Natural Language(44:09) Rethinking E-commerce SEO for LLMs 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/mad-scientist-guide-to-language-machines  Where to find Ramon Eijkemans LinkedIn: https://www.linkedin.com/in/ramoneijkemans/ Bluesky: https://bsky.app/profile/eikhart.com Website: https://eikhart.com/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    55 min
  3. B2B Brand Visibility and Reputation in the AI Search Era | Viola Eva

    18 May

    B2B Brand Visibility and Reputation in the AI Search Era | Viola Eva

    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 documentation are gaining visibility in AI-generated answers, and how outdated third-party information can distort brand perception. Viola also shares insights from AI search experiments, explains why generic skyscraper content is losing relevance, and breaks down what effective AI-assisted content marketing actually looks like when paired with human expertise. If you're navigating B2B SEO, AI search, and the future of content strategy, this episode delivers practical insights on how brands can adapt and stay discoverable as search continues to evolve. This is the 63rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Viola Eva(04:08) Experimenting With AI Search and LLM Visibility(07:50) LLM Optimization as Online Reputation Management(12:20) Differences Between ChatGPT, Gemini, Claude, and Copilot(18: 45) Reputation, Reviews, and Accuracy Problems in LLMs(26:12) The Rising Importance of Help Centers and Developer Docs(28:07) Is the Skyscraper Technique Still Useful?(31:16) Original Content, Information Gain, and Thought Leadership(36:11) What Is the Value of an AI Search Impression?(41:19) Human-in-the-Loop Content and Smarter AI Workflows(50:10) Running a Fully Remote Global Agency(54:08) Beyond Work: Books, Flow States, and Personal Passions 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/b2b-brand-visibility-and-reputation-in-ai-serach  Where to find Viola Eva LinkedIn: https://www.linkedin.com/in/violaeva/ X: https://x.com/ViolaEva1 Website: https://www.flow-agency.com/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    1 hr
  4. Engineering the SEO Ecosystem for the AI Era | Aimee Jurenka

    11 May

    Engineering the SEO Ecosystem for the AI Era | Aimee Jurenka

    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 understands a business. Aimee also shares how smaller brands can compete, how AI visibility can be measured, and why human strategy is still essential in an AI-first search world. Watch now to learn how brands can adapt before the next wave of search leaves them behind. This is the 62nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:06) Meet Our Guest: Aimee Jurenka(02:31) What Does AI Search Look Like in 12 Months?(06:57) The Death of "Skyscraper" Content and Generalized Informational SEO(11:12) Case Study: Boosting Visibility Through Topic Entity Organization(14:07) Overcoming the "Yeti Problem": Branding in a Crowded AI Space(16:56) Combatting "AI Slop" and the Mad Cow Syndrome of the Web(21:22) Measuring Success: The Mention Rate Tool and Prompt Tracking(30:05) Building Entity Recognition Tools and Knowledge Graphs(36:16) Beyond LLMs: Preparing for the Future of AI Agents(39:05) Breaking the SEO Silo: Collaborating for Growth(48:36) Personal Passions: From AI Ecosystems to 100-Year-Old Houses 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/engineering-seo-ecosystem-for-ai-search-era  Where to find Aimee Jurenka  LinkedIn: https://www.linkedin.com/in/aimee-jurenka/ Website: https://aimeejurenka.com/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    54 min
  5. The Hidden Complexity of International SEO | Jonathan Moore

    4 May

    The Hidden Complexity of International SEO | Jonathan Moore

    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 conversation goes far beyond surface-level tactics. Jonathan shares his perspective on why strategy and market context should come before technical fixes, how his journey from agency to consulting shaped his approach, and why modern SEO increasingly demands multidisciplinary thinking. They also dive into the evolution of SEO tooling—from traditional data workflows to AI-powered systems—and where human judgment still makes the difference. If you’re navigating international SEO or trying to understand how AI is reshaping search, this episode brings clarity, nuance, and a few perspectives you might not have considered. This is the 61st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Jonathan Moore(03:16) AI’s Struggle with Local Nuance(07:14) The Business Logic of Global Search(13:52) Why Hreflang Is Only the Tip of the Iceberg(17:36) Global SEO Pitfalls: Architecture Messes and Platform Limitations(22:28) The Joy of Specializing in International SEO(31:17) Transitioning from Agency Life to Independent Consultancy(39:25) Technical SEO in the Age of AI and LLMs(46:59) Jonathan’s Passion for Maps, Geography, and Curating Places 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/hidden-complexity-of-international-seo  Where to find Jonathan Moore  LinkedIn: https://www.linkedin.com/in/moorejonathan/ X: https://x.com/nathanless Website: https://jonathanmoore.digital/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    52 min
  6. From SEO to SXO: Rethinking Local Search | Celeste Gonzalez

    27 Apr

    From SEO to SXO: Rethinking Local Search | Celeste Gonzalez

    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 how user behavior, testing, and UX signals directly impact performance. They explore why consistent business data matters more than ever, how reviews now act as fuel for AI-driven discovery, and why short-form video is becoming a serious player in local visibility. It’s a practical, forward-looking discussion on connecting online and offline experiences, improving conversions, and turning search presence into measurable results. Tune in to understand how modern local search really works—and how to make it work for you. This is the 60th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: 00:07 Meet Our Guest: Celeste Gonzalez01:22 AI in Local Search: Opportunities and Accuracy Risks04:59 Reviews as the New "Unique Selling Point" for LLMs09:56 Freshness, Review Velocity, and Reputation Recovery in Local Search12:35 ChatGPT vs. Gemini for Local Search Discovery14:57 Explaining Search Experience Optimization (SXO) to Clients 22:54 Technical Metrics of User Frustration29:08 Human vs. Bot Behavior in Session Recordings31:08 Designing a Holistic SEO Testing Process37:24 Connecting the Digital and Analog Experience39:56 Short-Form Video, TikTok, and Local Search Visibility46:56 Closing Thoughts: Community and Personal Passions 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/sxo-for-local-search  Where to find Celeste Gonzales LinkedIn: https://www.linkedin.com/in/celestelili/ X: https://x.com/yourfavoriteseo Website: https://www.celesteseo.com/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    52 min
  7. SEO Isn’t Broken. We Just Forgot It’s Marketing | Amanda King

    20 Apr

    SEO Isn’t Broken. We Just Forgot It’s Marketing | Amanda King

    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 noise and refocus on what actually drives impact: strategy, business alignment, and human-first thinking. This conversation challenges shortcuts, highlights the role of technical and operational knowledge in modern marketing, and explains why entity-driven content and real business goals matter more than ever. This is the 59th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Amanda King(01:16) Why "New" SEO is 90% Standard SEO(06:58) Information Gain and the Hidden Timeline of LLMs(10:27) SEO is Marketing: Relearning the Fundamentals(13:35) The Dual Nature of SEO (Technical vs Content) (19:01) Why Log Analysis Isn’t Practical (Yet)(21:58) To Block or Not to Block? The Brand Bias of Training Data(28:02) Moving Beyond "Helpful Content" Cliches(38:52) Entities, Brands & Topical Authority(39:08) Product-Led SEO: A Framework for Prioritization(42:43) Making Data Less Intimidating 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/seo-is-marketing  Where to find Amanda King LinkedIn: https://www.linkedin.com/in/amandaecking/ X: https://x.com/amandaecking Website: https://floq.co/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    47 min
  8. Mastering SEO Testing in the Era of AI Search | Ryan Jones

    14 Apr

    Mastering SEO Testing in the Era of AI Search | Ryan Jones

    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 small-scale experimentation is more valuable than ever, and how premature reliance on AI-generated content can backfire. Ryan also breaks down the real impact of internal linking, the importance of building strong topical hubs, and why success should ultimately be measured by business outcomes—not just rankings. From navigating visibility in AI Overviews to understanding what truly makes an SEO test reliable, this episode delivers practical, experience-driven insights for anyone looking to stay competitive in modern search. This is the 58th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:06) Meet Our Guest: Ryan Jones(03:06) Testing for ChatGPT, Gemini, and Other LLMs(07:52) Test First, Scale Later(10:55) Beyond Best Practices: Why Context Matters in SEO(14:27) How to Explain Failed SEO Tests to Stakeholders(16:53) How to Test SEO When Google Keeps Changing the Rules(20:47) Testing AI Overviews and Their Impact on Clicks(26:29) Internal Linking Still Works - Really Well(31:11) Do Link Position and Page Authority Matter?(33:56) How to Build Smarter Topical Hubs(43:20) Defining Success: SEO Testing Metrics That Matter(46:49) Beyond the Tool: Football, Books, and Life Outside SEO 👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/running-seo-tests-in-ai-search-era Where to find Ryan Jones LinkedIn: https://www.linkedin.com/in/ryan-g-jones/ X: https://x.com/RyanJonesSEO Website: https://seotesting.com/   Where to find Gianluca Fiorelli  Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social Website: https://iloveseo.net/  🎙 Listen to The Search Session on your favorite platform: YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201  Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials:    / @advancedwebranking

    51 min
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About

Join international SEO consultant Gianluca Fiorelli as he explores the dynamic world of SEO. In each episode, industry leaders share insights and strategies to help in-house SEOs, agency professionals, and consultants tackle the evolving search landscape.

Information

  • Creator
    Advanced Web Ranking
  • Years Active
    2025 - 2026
  • Episodes
    65
  • Rating
    Clean
  • Copyright
    © Advanced Web Ranking
  • Show Website
    The Search Session

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