The Search Session

Advanced Web Ranking
  • 3.0 (2)
  • Marketing
  • Weekly

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. 2d ago

    Engineering-Led SEO for AI Search | Nitin Manchanda

    How can SEO evolve from ranking in search results to becoming the choice of AI agents?  In this episode of The Search Session, Gianluca Fiorelli talks with international SEO expert Nitin Manchanda about engineering-led SEO, developer collaboration, international SEO, and scaling programmatic content without sacrificing quality.  They explore how agencies can adapt to AI-driven search, build smarter internal linking strategies, and prepare for the next frontier: agentic commerce, where AI agents discover products and complete purchases. This is the 87th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: 00:07 Meet Our Guest: Nitin Manchanda02:47 How Client Mindset Shapes Growth in AI Search07:00 How Botpresso Adapted and Grew in the AI Era15:50 What a Developer Background Teaches About Shipping SEO22:31 Balancing Link Equity and Semantic Relevance in Internal Linking28:45 Why Backlink Value Now Goes Beyond Links33:05 Why International SEO Needs Localization, Not Just Translation42:31 What Separates Good Programmatic SEO From Scaled Content Abuse49:10 Preparing for Agentic Commerce 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/engineering-led-seo-ai-search  Where to find Nitin Manchanda LinkedIn: https://www.linkedin.com/in/nitman/ X: https://x.com/_nitman Website: https://botpresso.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

    Engineering-Led SEO for AI Search | Nitin Manchanda

  2. Oct 26

    Testing What Works in SEO and AI Search | Jan-Willem Bobbink

    How can SEOs use AI search experiments to uncover new opportunities without losing sight of the fundamentals?  In this episode of The Search Session, Gianluca Fiorelli talks with enterprise SEO consultant and developer Jan-Willem Bobbink about AI search visibility, reliable Search Console data analysis, indexing issues, Brave, and the challenges of scaling content.  They also explore spam filtering, SERP analysis, and internal linking strategies that can make a real difference. Discover how hands-on testing, smart tools, and solid SEO fundamentals can help navigate the evolving search landscape. This is the 86th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Jan-Willem Bobbink(02:50) How GSC Wizard Makes AI Analysis of Search Console Data Reliable(07:28) Using Bing and Yandex to Diagnose Google Indexing Issues(11:37) How Brave Decides What Gets Into Its Index(15:34) When Separate Landing Pages Boost LLM Visibility(21:40) Passages vs. Dedicated Pages: Knowing When to Stop Scaling(26:09) Content Quality, Pruning, and the Power of User Signals(30:03) Why Fighting Search Spam Is Getting Harder(34:33) Why Every SERP Needs Its Own SEO Strategy(37:31) Why LLMs Will Need Stronger Spam and Quality Filters(42:14) What the Bollocks Content Experiment Reveals About Google(47:51) How to Assess Internal Linking With PageRank 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/seo-ai-search-experiments   Where to find Jan-Willem Bobbink LinkedIn: https://www.linkedin.com/in/jbobbink/ X: https://x.com/jbobbink Website: https://www.notprovided.eu/   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/1FzI5qwHtIndtiibZWiroSApple 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

    Testing What Works in SEO and AI Search | Jan-Willem Bobbink

  3. Oct 19

    SEO Beyond Traffic: Influence, Trust, and Business Results | Abby Gleason

    How can brands stay visible in AI search without chasing every new trend?  In this episode of The Search Session, Gianluca Fiorelli talks with SEO product leader Abby Gleason about measuring AI search impact, building brand authority, proving SEO’s business value, and separating AI hype from real opportunities.  From smarter experiments and stakeholder buy-in to why informational content still matters, Abby shares practical insights on making SEO work in a rapidly changing search landscape. This is the 85th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:06) Meet Our Guest: Abby Gleason(03:13) How to Measure Success Across the Search Ecosystem(09:40) Why SEO Strategy Must Extend Beyond Your Website(13:58) Zero-Click Search and the Shift From Traffic to Conversions(17:03) How Smaller Brands Can Build Influence in Search(23:31) Using AI to Enhance SEO Skills, Not Replace Them(29:32) Avoiding AI Shiny Object Syndrome(34:49) Why Websites Should Still Leave Room for Discovery(37:20) Why Abandoning Informational Content Is a Mistake(43:07) How Big Brands Can Show First-Hand Experience(46:10) Winning Stakeholder Support With Small-Scale Tests(49:05) The AI Search Myth of Reddit as a Shortcut(52:50) Abby’s Favorite Memories From Mexico City 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/seo-beyond-traffic  Where to find Abby Gleason LinkedIn: https://www.linkedin.com/in/abby-gleason/ X: https://x.com/abbysuegleason Website: https://www.upwork.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

    SEO Beyond Traffic: Influence, Trust, and Business Results | Abby Gleason

  4. Oct 12

    Preparing Your Brand for AI Search and Agents | Crystal Carter

    What does AI really know about a brand, and how can businesses make sure it gets the story right? In this episode of The Search Session, Gianluca Fiorelli talks with AI and SEO strategist Crystal Carter about the evolving world of AI and agentic search. They explore how AI systems understand brands, why accurate entity information matters, and what SEOs can do today to prepare for a more agent-driven search landscape. Crystal also shares practical ways to experiment with agentic tools, explains the roles of llms.txt and MCP, and discusses how brands can build stronger visibility in personalized AI search by providing clear evidence that they meet their customers’ needs. A conversation about where AI search is heading—and what brands should be doing now to stay visible. This is the 85th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:06) Meet Our Guest: Crystal Carter(04:16) What Are the New Rules of AI Search?(06:58) How Crystal Began Investigating Brand Visibility in AI Search(10:43) Why Training Data Shouldn’t Be Overlooked(17:09) How Entities and Query Fan-Out Organize AI Knowledge(20:43) Keeping Your Brand Salient and Avoiding Entity Confusion(25:53) How Small Businesses Can Start Testing Agentic Opportunities(31:22) What SEOs Misunderstood About llms.txt(35:26) Markdown Files for Gated and Restricted Content(39:17) MCP as an Opportunity for Publishers and B2C Brands(42:15) Personalized AI Search and Knowing Your Customer(49:12) Why Clarity and Simple SEO Fundamentals Still Win 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/brand-readiness-ai-search-agents  Where to find Crystal Carter LinkedIn: https://www.linkedin.com/in/crystal-carter-digital/ X: https://x.com/CrystalontheWeb Website: http://www.Wix.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

    Preparing Your Brand for AI Search and Agents | Crystal Carter

  5. Oct 5

    The Generalist Renaissance: A Strategic Marketing Approach to AI Search | Emina Demiri-Watson

    Can marketers stay focused when AI search keeps creating new opportunities, pressures, and distractions? In this episode of The Search Session, Gianluca Fiorelli talks with Brighton-based digital marketer Emina Demiri-Watson about navigating the rapidly changing search landscape without losing sight of what matters. They explore how to evaluate AI opportunities, build strong e-commerce foundations, bring SEO and PPC closer together, and use broader marketing thinking to understand audiences and business needs. From agentic search and Merchant Center to competitor comparisons and “too curious to specialize,” Emina shares why curiosity matters—but so does knowing when to test, prioritize, and go back to the fundamentals. This is the 83rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: 00:06 Meet Our Guest: Emina Demiri-Watson04:37 How to Prioritize New AI Search Opportunities10:16 The “Unholy Trinity” of E-commerce Search14:24 Why SEO and PPC Should Co-Own Merchant Center18:17 Designing Faceted Navigation and Rich Media for Users and LLMs27:30 The Generalist Renaissance: Why Broad Marketing Knowledge Matters33:35 Rethinking the Search Session and Brand Recall Without the Click41:15 Why Brands Shouldn’t Fear Head-to-Head Comparisons45:39 Audience Research Beyond Traditional Buyer Personas49:44 From Audience Insights to Jobs to Be Done 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/strategic-marketing-for-ai-search Where to find Emina Demiri LinkedIn: https://www.linkedin.com/in/emina-demiri/ X: https://x.com/DemiriE Website: https://www.vixendigital.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

    The Generalist Renaissance: A Strategic Marketing Approach to AI Search | Emina Demiri-Watson

  6. Sep 28

    Creating News Content That Stands Out in AI and Multimodal Search | Louisa Frahm

    What happens when search stops being about clicks and starts being about stories, formats, and trusted sources? In this episode of The Search Session, Gianluca Fiorelli talks with search and AI consultant Louisa Frahm about the changing relationship between SEO, content, and AI search. They explore how to choose the right format for a story, create evergreen content that remains useful in AI-driven search, and navigate Google’s evolving approach to news, Top Stories, and preferred sources. The conversation also goes inside the newsroom, examining how SEOs and journalists can build trust and collaborate more effectively. Along the way, Louisa and Gianluca discuss what original movies can teach brands about creativity and calculated risks—and why mentorship is always a two-way learning experience. This is the 82nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Louisa Frahm(04:59) Why Multimodal Search Changes the Content Strategy(09:07) What ESPN Taught Us About Content Formats(14:47) Why Simple Content Can Still Be Powerful(18:02) The New Role of Evergreen and Informational Content(24:47) Building Trust Between SEOs and Journalists(31:57) How AI Is Changing News SEO(36:06) Personalization and the Direct Relationship With Audiences(41:57) Why Technical SEO Matters More When Attention Is Scarce(44:43) What Backrooms Teaches Us About Standing Out(54:08) Calculated Risks, Original Ideas, and Information Gain(59:06) What Mentoring Teaches the Mentor 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/news-content-ai-multimodal-search  Where to find Louisa Frahm LinkedIn: https://www.linkedin.com/in/louisa-frahm-67710922/ X: https://x.com/mizlouisa720 Website: https://www.frahmfocus.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

    Creating News Content That Stands Out in AI and Multimodal Search | Louisa Frahm

  7. Sep 21

    Inside Personalized AI Search: How Private Data Shapes Brand Discovery | Garrett Sussman

    What happens when AI search starts using your emails, private context, and digital footprint to decide which brands to recommend? In this episode of The Search Session, Gianluca Fiorelli welcomes back Garrett Sussman to explore how SEO is changing in the age of personalized AI search. Garrett shares insights from his Google Personal Intelligence experiment, including how emails influenced visibility by 40%, and digs into brand sentiment, AI-generated content, GEO, relevance engineering, and the emerging challenges of agentic search. As AI moves beyond traditional rankings and into personalized recommendations, what does it take for brands to stay relevant? Tune in for a sharp look at where SEO is heading—and why the future of search may depend on much more than search engines. This is the 81st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Garrett Sussman(02:31) Complexity vs. Complications in Modern Search(09:15) Brand Sentiment Becomes Part of GEO(13:56) Findings from Garrett’s Personalization Experiment(26:57) Why GEO Research Is Still So Volatile(34:22) Is AI Slop Creating an Anti-AI Reaction?(42:34) The Five Pillars of Relevance Engineering(46:42) Filter Bubbles & Algorithmic Editorial Choices 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/brand-discovery-in-personalized-ai-search Where to find Garrett Sussman LinkedIn: https://www.linkedin.com/in/garrettsussman/ X: https://x.com/garrettsussman Website: https://ipullrank.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

    Inside Personalized AI Search: How Private Data Shapes Brand Discovery | Garrett Sussman

  8. Sep 14

    Agentic Search Readiness: What Businesses Need to Build Now | Bastian Grimm

    What happens when search stops being something people use and becomes something AI agents use on their behalf? In this episode of The Search Session, Gianluca Fiorelli speaks with digital entrepreneur and keynote speaker Bastian Grimm about what agentic search means for businesses, and what they should be doing about it now. From AI-ready data, evolving protocols, and machine-readable formats to brand recognition, experimentation, and the future of SEO, they explore how AI could reshape websites, search interfaces, publishing models, and the way brands are discovered. Bastian offers a pragmatic view of a rapidly changing landscape: rather than chasing every new standard, businesses should focus on reliable data, strong technical foundations, experimentation, and learning what actually works. This is the 80th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:19) Meet Our Guest: Bastian Grimm(04:31) How Do You Give Clients Certainty When Everything Changes?(07:32) The Biggest Misconception About Agentic Search(12:51) How to Audit a Website for Agentic Search(16:18) Markdown and New Formats for Machine Consumption(21:10) Enterprise Risk vs. SMB Agility in AI(24:45) Breaking SEO Out of Its Silo(30:51) Evolving Brand Signals & Trust(37:28) Will Websites Still Exist in the Future?(43:34) Why Publishers Are at Risk and What They Can Do(50:07) What Will the Next Generation of Brand Signals Look Like?(53:38) The Most Important Priority: Organize Your Data 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/agentic-search-readiness  Where to find Bastian Grimm LinkedIn: https://www.linkedin.com/in/bastiangrimm/ X: https://x.com/basgr Website: https://bastiangrimm.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

    Agentic Search Readiness: What Businesses Need to Build Now | Bastian Grimm
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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
    87
  • Rating
    Explicit
  • Copyright
    © Advanced Web Ranking
  • Show Website
    The Search Session

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