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.

22 HR AGO

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
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
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
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
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
6 APR

Beyond the Fix: Technical SEO as a Creative Strategy | Will Kennard

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 conversation dives into JavaScript rendering, AI discoverability, and the growing overlap between technical SEO, coding, and product thinking. From startups to enterprise environments, Will shares how SEO strategies evolve with scale—and why the most effective technical SEOs are the ones driving ideas, not just resolving issues. This is the 57th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Will Kennard(00:39) AI Hype, AEO, and Calming Client Expectations(06:47) The JavaScript Debate: Next.js and React for SEO(15:19) Why Technical SEOs Need to Get Closer to Development(18:34) AI Tools, Prototyping, and Learning Through Code(21:58) JavaScript SEO for LLMs: Rendering, Visibility, and Compromise(26:56) Using Technical SEO as a Creative Catalyst(32:32) Startup SEO: Building Demand, Authority, and Early Momentum(39:40) Navigating Corporate Bureaucracy and Stakeholder Buy-in(43:46) Beyond the Screen: Warhammer, Gym Life, and Personal Passions 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/technical-seo-as-creative-strategy Where to find Will Kennard LinkedIn: https://www.linkedin.com/in/willkennard/ X: https://x.com/WillKennard Website: https://www.willkennard.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

49 min
30 MAR

Making Knowledge Graphs Actionable for Businesses | Beatrice Gamba

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 communicate in the age of AI. Beatrice shares how her early exposure to semantic technologies sparked a passion for connecting users with the right information, and how she now helps enterprises turn abstract concepts like ontological cores and structured data into real business decisions. The conversation covers everything from grounding AI in industry regulations and taming hallucinations, to the delicate art of building websites that speak fluently to both humans and machines. If you've ever wondered how raw data becomes meaningful, scalable knowledge — this is the episode for you. This is the 56th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Beatrice Gamba(06:59) Turning Academic Concepts into Practical SEO Workflows(11:32) Explaining Knowledge Graphs with Metaphors and Practical Examples(18:43) Brand as a System of Entities(24:09) Orchestrating Data and Content: No Mixed Signals(28:35) Semantic Alchemy: The Five Phases(39:57) Tackling Hallucinations with Human-in-the-Loop(45:38) The Future of Agentic Search and the Website's Role(50:09) Life Beyond the Knowledge Graph: Running, Reading, and Rome 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/knowledge-graphs-actionable-for-businesses Where to find Beatrice Gamba LinkedIn: https://www.linkedin.com/in/beatrice-gamba/ X: https://x.com/geatricebi Website: https://beatrice-gamba.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

56 min
23 MAR

Rethinking SEO Structure: Entities, Internal Links, and Topic Hubs | Dixon Jones

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, and topic hubs help machines truly understand your brand. They explore the concept of a business’s “entity DNA,” the role of schema as a shared language across the web, and how to identify gaps between what your site says and what AI actually knows about you. The episode also tackles why many brands still miss the mark on building strong topic hubs—and what it takes to establish real credibility before even thinking about launching SEO tools. A sharp, insight-packed discussion for anyone looking to stay relevant as search continues to evolve. This is the 55th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode: (00:07) Meet Our Guest: Dixon Jones(02:56) The Genesis of Entity SEO: Being Scared of Bill Slawski(07:52) Digital DNA: Internal Linking as a Knowledge Graph(11:21) What SEOs Should Own in the Brand Conversation(16:17) Schema as a Thinking Tool, Not Just a Technical Signal(21:12) Measuring What AI Knows About You(24:45) Visibility Gap Analysis and Prompt Tracking(33:52) When AI Gets It Wrong: The Hidden Risk of Bad Training Data(35:54) The Maybelline Pattern: Why Even Big Brands Fail at Topical Hubs(38:25) Internal Linking Is Still the Most Underrated Weapon in SEO(41:41) Advice for the Next Generation of Tool Builders 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/rethinking-seo-structure-entities-internal-links-topic-hubs Where to find Dixon Jones LinkedIn: https://www.linkedin.com/in/dixonjones/ X: https://x.com/Dixon_Jones Website: https://dixonjones.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

44 min

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.

Creator

Advanced Web Ranking
Years Active

2025 - 2026
Episodes

62
Rating

Clean
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© Advanced Web Ranking
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