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. Future Search for SaaS: A New Era of Growth and Discovery | Gaetano DiNardi

    12/22/2025

    Future Search for SaaS: A New Era of Growth and Discovery | Gaetano DiNardi

    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 can come from surprisingly low AI-driven traffic, and why YouTube, product-led content, and ungated knowledge are becoming critical in an LLM-indexed world. A sharp, forward-looking discussion on visibility, conversion, and making better decisions as search fragments and evolves. This is the 44th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Gaetano DiNardi(03:16) The Traffic Paradox: Attribution in the AI Era(07:32) Brand Entities: "How Do I Rank on ChatGPT?"(17:23) LLM Conversion Rates and The "Dark SEO Funnel"(26:39) "Search Everywhere": The Role of Video and Multimedia(30:52) SaaS Content Strategy: Ungating the PDF(34:07) Google’s AI Future: AI Overviews, AI Mode, and Web Guide(44:33) Rethinking Top-of-Funnel Content(51:42) Gaetano’s Life Outside of Work 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/saas-growth-discovery-in-ai-search-era  Where to find Gaetano DiNardi LinkedIn: https://www.linkedin.com/in/officialg/ X: https://x.com/gaetano_nyc Website: https://marketingadvice.io/   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

    57 min
  2. Human-Centered AI: Using Data Without Losing Perspective | Michelle Robbinson

    12/15/2025

    Human-Centered AI: Using Data Without Losing Perspective | Michelle Robbinson

    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 expectations of Google and LLMs, and the ethical realities shaping the future of search. A sharp, grounded conversation for anyone navigating AI without losing sight of what really matters. This is the 43rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Michelle Robbins(04:58) "All This Has Happened Before"(09:49) Soft Skills and Linguistics in the AI Era(16:08) Why Data Foundations Matter More Than AI Models(26:20) How Michelle Robbins Evaluates AI Models in Real Work(31:40) The Hard Truth: Google Does Not Owe You Traffic(40:41) Publisher Strategies in the AI Era(51:48) The Complexity of AI Ethics(55:35) Michelle Robbins — Life, Books, and Beliefs 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/human-centered-ai-seo  Where to find Michelle Robbins LinkedIn: https://www.linkedin.com/in/michellerobbins/ X: https://x.com/MichelleRobbins Website: https://www.linkedin.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

    1h 1m
  3. Bridging Information Retrieval and SEO Practice | Dawn Anderson

    12/08/2025

    Bridging Information Retrieval and SEO Practice | Dawn Anderson

    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 academic IR often talk past each other, and why trends like GEO, AEO, and LLMO are evolutions - not revolutions.  Dawn breaks down the timeless foundations of semantics, structure, and user intent, the real value of structured data, and how she uses AI as a powerful yet carefully managed assistant. They also dive into shifting search behaviors, zero-click dynamics, and the emerging promise - and limitations - of agentic search. A sharp, insightful conversation for anyone trying to make sense of where search is truly heading. This is the 42nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: 00:07 Meet Our Guest: Dawn Anderson03:38 LLMS.txt and the Problem with Unofficial Protocols07:52 BlockRank and Misinterpreting Academic Papers12:08 Chunking, Passage Indexing and Topical Focus16:22 IR and SEO: Frenemies Forever19:50 Defining SEO as a Profession32:16 Structured Data, Disambiguation and AI Search39:03 How Dawn Uses AI and Python Day-to-Day41:47 Measuring AI Search, Zero-Click and Query Refinement46:07 Agentic Search and What’s Coming Next48:35 The Fireside Questionnaire 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/information-retrieval-and-seo  Where to find Dawn Anderson  LinkedIn: https://www.linkedin.com/in/msdawnanderson/ X: https://x.com/dawnieando Website: https://bertey.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
  4. Decoding Google’s Updates: What Truly Drives Visibility Today | Cyrus Shepard

    12/02/2025

    Decoding Google’s Updates: What Truly Drives Visibility Today | Cyrus Shepard

    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 experience to the evolving role of AI visibility tools. Together, they explore how testing, tracking, and focused brand building help businesses of any size stay ahead in an increasingly fragmented search landscape. There’s a lot to unpack in this fast, insightful conversation—press play and dive in. This is the 41st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Cyrus Shepard(02:54) Current State of SEO and Client Experiences(04:42) Correlation Studies: What Google is Prioritizing Now(14:03) SEO Testing and Experimentation Methods(17:24) Why Google Is Rewarding Imperfect but Authentic Content(25:44) How Cyrus Uses AI, Voice Search & Google(29:05) AI Visibility Tracking: Hype, Tools & What to Measure(34:47) Off-Site SEO and Reputation Management(42:37) The “Messy Middle” & Multi-Channel Presence(45:29) SMBs vs Enterprises: What Each Can Learn from the Other(48:09) Cyrus - Behind the Scenes 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/what-drives-search-visibility  Where to find Cyrus Shepard LinkedIn: https://www.linkedin.com/in/cyrusshepard/  X: https://x.com/CyrusShepard Website: https://zyppy.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
  5. Rethinking Measurement: Smarter Data, Attribution, and AI | Arnout Hellemans

    11/24/2025

    Rethinking Measurement: Smarter Data, Attribution, and AI | Arnout Hellemans

    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 and in the way Google surfaces ads through new AI features.  Arnout explains why the most powerful insight often starts with asking the right business question, how first-party and backend data can unlock truly useful dashboards, and why blended profitability metrics beat pixel-perfect attribution every time. They also explore privacy laws, consent challenges, ad monetization in AI Mode, and the practical ways Arnout uses AI to work faster, cleaner, and more creatively. This is the 40th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Arnout Hellemans(01:00) How SEO Feels Right Now(03:09) Common Onboarding Mistakes in SEO(09:37) Why Proprietary Data Beats Standard Analytics(13:38) The Attribution Problem(21:13) Data Governance Fundamentals(25:02) Google's AI Push in PPC(30:33) AI Overviews Impact on Paid Search(33:21) Ad Placement in AI-Generated SERPs(37:35) AI Tools in Arnout's Workflow(40:08) The Modern Customer Journey(43:18) Oysters and Events: The Personal Side 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/rethinking-measurement-smarter-data-attribution-ai  Where to find Arnout Hellemans LinkedIn: https://www.linkedin.com/in/arnouthellemans/ X: https://x.com/hellemans Website: https://onlinemarkethink.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

    50 min
  6. Beyond the AI Hype: How SEOs Can Lead Through Change | Sophie Brannon

    11/17/2025

    Beyond the AI Hype: How SEOs Can Lead Through Change | Sophie Brannon

    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 results. Sophie shares how StudioHawk uses AI for content, sentiment insights, and global oversight, while still knowing when human expertise should take the lead.  From agentic search to influencing how LLMs talk about brands, this episode brings clear, future-focused vision to a rapidly evolving space. Curious to hear how it all connects? Press play and dive in. This is the 39th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:05) Meet Our Guest: Sophie Brannon(01:42) Cutting Through the AI Hype and Overwhelm(04:32) What’s Scaring SEOs About AI(08:57) Overpromising and Practical AI Implementation(13:26) How StudioHawk Uses AI Day-to-Day(16:10) Guardrails: Human Creativity in the Loop(18:32) Sophie’s Personal AI Habits(20:21) Evolving Roles: “AI + Something”(22:41) Winning Brand Visibility in LLMs(27:20) Reddit, Forums & the Schema Debate(34:07) When NOT to Use AI(40:09) Agentic Search & E-commerce Readiness(46:00) The Fireside Questionnaire 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/beyond-ai-search-hype-and-overwhelm  Where to find Sophie Brannon LinkedIn: https://www.linkedin.com/in/sophie-brannon-081bb294 X: https://x.com/SophieBrannon Website: https://studiohawk.com.au/   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
  7. Understanding AI-Powered Search – Global Lessons from Italy | Ivano Di Biasi

    11/10/2025

    Understanding AI-Powered Search – Global Lessons from Italy | Ivano Di Biasi

    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 stays solid, how Google ranks websites and UGC on different paths, and why true visibility now lives across web, video, and social. He explains why branded searches remain the strongest signal of real impact, how keyword clustering defines modern intent, and why AI citations still rely on traditional rankings rather than independent discovery. It’s a deep dive into the future: structured results, citation-driven SERPs, and a search world where AI and classic SEO converge. Tune in for the data, the discoveries, and a clear view of where search is heading next. This is the 38th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: (00:07) Meet Our Guest: Ivano Di Biasi(00:46) How AI Is Changing SEO in Italy(10:47) From Clicks to Visibility: What to Measure(19:52)Training Data vs. Real-Time Data in AI Search(30:40) Keyword Clusters, Fan-Out & Intent(37:06) The Future SERP: Web Guide-Style, AI-Enhanced(44:14) Agents, MCPs & Monetizing AI Mode(51:34) The Fireside Questionnaire 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/understanding-ai-powered-search  Where to find Ivano Di Biasi LinkedIn: https://www.linkedin.com/in/ivano-di-biasi-70049419/ X: https://x.com/idibiasi  Website: https://ivano.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

    57 min
  8. Staying Grounded in an AI-Driven SEO World | MJ Cachón

    11/03/2025

    Staying Grounded in an AI-Driven SEO World | MJ Cachón

    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 rankings, MJ offers a grounded perspective on what’s changing - and what’s not.  She dives into lessons learned from Google core updates, why education still matters, how SEOs and developers can collaborate without friction, and where AI tools can enhance (but never replace) human expertise. A sharp, practical conversation for anyone navigating the evolving search ecosystem. Tune in and get ready for clarity. This is the 37th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  Here's what you'll learn in this episode: 00:07 Meet Our Guest: MJ Cachón02:33 Managing Client Expectations11:29 Visibility vs. Traffic: The New Value Proposition19:47 SEO's Role in Brand Building24:08 Core Update Analysis & Patterns30:16 Website Migration: Common Mistakes & Best Practices33:47 Managing Developer Relationships38:25 AI Tools in Daily SEO Work45:39 Learning from Failure: The User Agent Mistake48:38 Personal Life & Interests 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/staying-grounded-ai-driven-seo-mj-cachon  Where to find MJ Cachón LinkedIn: https://www.linkedin.com/in/mjcachon/  X: https://x.com/mjcachon Website: https://www.mjcachon.com/ Laika Agency: https://laikateam.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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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.

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