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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The Mad Scientist’s Guide to Language Machines | Ramon Eijkemans
lundi 25 mai 2026 • Durée 55:00
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.
Be sure to subscribe for more actionable marketing and SEO tutorials: / @advancedwebranking
B2B Brand Visibility and Reputation in the AI Search Era | Viola Eva
lundi 18 mai 2026 • Durée 59:59
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source that LLMs trust, why support content and documentation are gaining visibility in AI-generated answers, and how outdated third-party information can distort brand perception.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.
(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
Engineering the SEO Ecosystem for the AI Era | Aimee Jurenka
lundi 11 mai 2026 • Durée 53:43
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.
(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
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The Hidden Complexity of International SEO | Jonathan Moore
lundi 4 mai 2026 • Durée 52:08
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.
(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
From SEO to SXO: Rethinking Local Search | Celeste Gonzalez
lundi 27 avril 2026 • Durée 52:16
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.
01:22 AI in Local Search: Opportunities and Accuracy Risks
04:59 Reviews as the New "Unique Selling Point" for LLMs
09:56 Freshness, Review Velocity, and Reputation Recovery in Local Search
12:35 ChatGPT vs. Gemini for Local Search Discovery
14:57 Explaining Search Experience Optimization (SXO) to Clients
22:54 Technical Metrics of User Frustration
29:08 Human vs. Bot Behavior in Session Recordings
31:08 Designing a Holistic SEO Testing Process
37:24 Connecting the Digital and Analog Experience
39:56 Short-Form Video, TikTok, and Local Search Visibility
SEO Isn’t Broken. We Just Forgot It’s Marketing | Amanda King
lundi 20 avril 2026 • Durée 47:23
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.
Mastering SEO Testing in the Era of AI Search | Ryan Jones
mardi 14 avril 2026 • Durée 50:32
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.
(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
Beyond the Fix: Technical SEO as a Creative Strategy | Will Kennard
lundi 6 avril 2026 • Durée 48:32
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.
Making Knowledge Graphs Actionable for Businesses | Beatrice Gamba
lundi 30 mars 2026 • Durée 55:44
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.
(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
Rethinking SEO Structure: Entities, Internal Links, and Topic Hubs | Dixon Jones
lundi 23 mars 2026 • Durée 44:04
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.
Be sure to subscribe for more actionable marketing and SEO tutorials: / @advancedwebranking
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