The Search Session – Détails, épisodes et analyse

Join our amazing host, Gianluca Fiorelli, on the first episode of The Search Session as he chats with Andrea Volpini, CEO of WordLift and a true visionary in the world of semantic search. 

They explore the fascinating evolution of AI-powered SEO, the importance of structured data, and how AI agents are changing the search landscape. 

Andrea shares the story behind WordLift, discusses the critical need for SEOntology, and explains the innovative concept of llms.txt. This episode is packed with valuable insights on optimizing your strategy for AI and what the future of search might hold. 

Here's what you'll learn in this episode: 

• (00:00) Introduction to The Search Session - Kicking off the podcast with host Gianluca Fiorelli.
• (01:05) Meet Andrea Volpini - CEO of WordLift and pioneer in semantic search. 
• (01:50) The Origins of WordLift - How Andrea’s journey led from content management to AI-driven SEO.
• (06:24) Agentic Search: The New SEO Challenge - How AI agents are reshaping search and content strategies.
• (12:16) Introducing llms.txt - A new standard for guiding AI bots and language models.
• (15:00) The Need for SEOntology - Standardizing SEO language for AI and interoperability.
• (25:45) Structured Data in the AI Era - Why structured data remains essential despite AI advancements.
• (35:00) Monosemanticity & Clarity in Content - Ensuring precision in AI-driven search.
• (42:58) The Proust Questionnaire - A fun, rapid-fire Q&A with Andrea Volpini.
• (47:10) Closing Thoughts

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/agentic-ai-and-semantic-seo 

Where to find Andrea Volpini 

• Linkedin: https://www.linkedin.com/in/volpini/
• X: https://x.com/cyberandy
• Website: https://wordlift.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: http://iloveseo.net/

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking

What does it take to make SEO drive impact in 2025?

In this episode of The Search Session, Gianluca Fiorelli sits down with Maria White, UK SEO Lead at TUI, to explore the evolving landscape of search - from fashion to travel. Maria shares how a custom dashboard revealed hidden blockers, why visibility isn't enough, and how cross-channel collaboration is key in a world of hyper-personalized search.

They also dive into image SEO, shifting user behavior, and why ChatGPT is changing search—without killing Google.

This is the 17th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:24) Meet Our Guest: Maria White
• (02:33) The Visibility Paradox: Why Rankings Don’t Equal Results
• (09:19) The Multi-Channel Search Journey: Social, Search, and Beyond
• (14:39) Brand and SEO: Owning Branded Search in Fashion
• (18:58) Cross-Functional SEO: Collaborating with CRM, Paid, and Social Teams
• (27:32) Image SEO and Visual Search: A Hidden Opportunity in Fashion and Retail
• (35:36) LLMs and AI: The New Search Experience?
• (47:59) Quick Fireside Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/lessons-in-seo-brand-and-data 

Where to find Maria White

• LinkedIn: https://www.linkedin.com/in/mariaguadalupewhite/ 
• Website: http://www.tuigroup.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking

Is SEO still about ranking web pages—or is it time to start thinking brand-first? 

In this episode of The Search Session, host Gianluca Fiorelli is joined by Lily Ray, VP of SEO Strategy & Research at Amsive, to explore how AI Overviews, AI Mode, and LLMs are reshaping the way people interact with search—and what that means for publishers, marketers, and the future of organic visibility.

Lily explains why SEO success today extends beyond traffic and clicks, emphasizing the importance of building brand equity across platforms and collaborating across marketing channels. From stakeholder education to long-term loyalty in an AI-first world, this conversation is packed with insights on adapting your strategy in a rapidly evolving search landscape.

This is the 16th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:06) Meet Our Guest: Lily Ray
• (02:16) Surviving Google’s AI Overviews & AI Mode: Strategies for Independent Publishers
• (06:06) How Publishers Can Leverage Google’s Move Toward Hyper-Personalisation
• (07:51) SERPs as Billboards and Zero-Click Marketing
• (11:39) The Challenge of Reporting AI Search Success
• (16:08) Impact of LLMs in the Publishing Niche
• (20:12) Adapting E-E-A-T Concepts and Framework to AI Search
• (24:47) Fighting Spam and the Ethics of SEO
• (30:04) Lilly's Encouragement for SEOs Facing Burnout and Declining Traffic
• (33:35) The Cross-Channel Future of SEO
• (39:48) Quick-Fire Personal Questions

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/ai-search-for-publishers 

Where to find Lily Ray

• LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/ 
• X: https://x.com/lilyraynyc/ 
• Website: https://lilyray.nyc/ 

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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking

In this episode of The Search Session, host Gianluca Fiorelli sits down with digital marketing powerhouse Purna Virji - Principal Consultant at LinkedIn and former Microsoft leader.

Together, they unpack how to create meaningful, human-first content in an AI-driven landscape, why outcomes matter more than outputs, and how to balance authenticity with algorithms. Expect sharp insights, real strategies, and a few fun detours into pizza, Bollywood, and Italian curse words.

This is the 7th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:47) Meet Purna Virji
• (04:16) The Fundamentals of Content Marketing in an AI Era
• (08:21) Outputs vs. Outcomes: Why Strategy Comes First
• (13:54) How to balance human-centered content with machine-readability
• (22:07) Building Memorable Brands in a Personalized, No-Click World
• (27:31) Brand Identity, Emotion & Consistency Across Channels
• (31:45) How Purna Virji Leverages AI in Her Daily Workflow
• (35:15) Reassuring the Next Generation: AI Won’t Take Your Job
• (40:15) Why Today’s Users Are Harder to Reach Than Ever Before
• (42:47) Measuring What Matters in a Fragmented Marketing Landscape
• (47:09) Rapid-Fire Questions: Pizza, Mumbai, Snoring & Kaizen

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/content-marketing-strategy-insights-from-purna-virji 

Where to find Purna Virji

• LinkedIn: https://www.linkedin.com/in/purnavirji/ 
• X: https://x.com/purnavirji 
• Website: https://careers.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking 

In this episode of Search Session, Gianluca Fiorelli sits down with Gus Pelogia, Senior SEO Product Manager at Indeed. With a background in journalism and over a decade of SEO experience across agencies and in-house teams, Gus brings a unique, global perspective to search.

This is the 6th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:18) Meet Gus Pelogia
• (02:17) Agency vs. In-House SEO 
• (06:15) Pre-Production and Stakeholder Alignment
• (08:23) Working with Agencies & Consultants
• (12:06) Navigating Big Company Bureaucracy: Gus’s Framework for Speed
• (17:20) Rolling Out Global SEO Features
• (19:55) Localization & International SEO
• (21:07) Using OpenAI, Colab, and MVPs to Prototype SEO Ideas
• (28:52) Learning AI & Python Without a Coding Background
• (34:24) The Impact of AI Search on Companies Like Indeed
• (42:06) The Proust Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/in-house-seo-enterprise 

Where to find Gus Pelogia

• LinkedIn: https://www.linkedin.com/in/gpelogia/ 
• X: https://x.com/pelogia 
• Website: http://www.Indeed.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking 

How is AI changing the game for local SEO?

In this episode of The Search Session, Gianluca Fiorelli chats with Greg Gifford, local SEO expert and movie enthusiast. They dive into the latest trends, AI’s impact, and how businesses can stay ahead - plus some fun movie talk!

This is the 5th episode of:   https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:

• (00:22) Meet the Local SEO Nerd: Greg Gifford
• (03:18) Is Local Search Still Untouched by AI, or Have We Just Not Noticed?
• (04:51) How Younger Generations are Changing Search Habits
• (10:40) Will Google’s AI Mode Mark the True Beginning of AI-Powered Search
• (15:53) Local Search for Enterprise. What are the challenges?
• (21:56) AI Levels the Playing Field, Helping Small Brands
• (27:13) The Power of Reviews & User-Generated Content
• (32:25) AI-Powered Sentiment & Topic Analysis for Local Businesses
• (38:50) How to Stay Relevant in an AI-Powered Search World
• (44:52) The Importance of Understanding “Why” in SEO
• (48:30) Rapid-Fire Movie Q&A

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/ai-impact-on-local-search 

Where to find Greg Gifford

• LinkedIn: https://www.linkedin.com/in/greggifford/ 
• X: https://x.com/greggifford 
• Website: https://searchlabdigital.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/

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking

AI is transforming how agencies operate - but what does that mean for SEO professionals? 

In this episode of The Search Session, host Gianluca Fiorelli is joined by Heather Physioc (Chief Discoverability Officer, VML) and Kevin Gibbons (Founder, Re:signal) to break it all down.

This is the 4th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:24) Meet Our Guests: Heather Physioc & Kevin Gibbons
• (02:20) AI - Challenge or Opportunity for Agencies?
• (13:54) How Clients are Reacting to AI in Search
• (27:00) How Agencies Are Adapting to AI Without Losing Their Edge
• (31:42) AI vs. Human Creativity: Finding the Right Balance
• (36:00) The Future of Search: Personalization, Branding, and the Next Big Shift
• (41:28) COVID’s Impact on Digital Agencies
• (49:44) Retaining Excellence in Agencies
• (56:14) The Proust Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/agencies-challenges-opportunities 

Where to find Heather Physioc

• LinkedIn: https://www.linkedin.com/in/heatherphysioc/ 
• X: https://x.com/HeatherPhysioc 
• Website: http://www.vml.com 

Where to find Kevin Gibbons

• LinkedIn: https://www.linkedin.com/in/kevingibbons 
• X: https://x.com/kevgibbo 
• Website: https://resignal.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking 

How is content marketing evolving in the age of AI? What’s the new role of PR in SEO? And how are brands adapting to changing search behaviors?

In this episode of The Search Session, host Gianluca Fiorelli dives into these pressing questions with two industry leaders: Lexi Mills – CEO of Shift6 Studios and Ross Simmonds – CEO of Foundation Marketing & Head of Growth at Distribution.ai

From the decline of traditional SERP clicks to the rise of AI-driven discovery, we’ll explore the biggest shifts in content consumption, PR strategies, and brand visibility.

This is the 3rd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  

Here's what you'll learn in this episode: 

• (00:26) Welcome and Introduction
• (01:44) The Shift in SERP Clicks and Content Consumption
• (08:28) How Businesses Are Adapting to New Search and Discovery Trends
• (14:15) AI’s Impact on Content Strategy: Human vs. Machine Collaboration
• (22:00) The importance of not mimicking competitors but owning your own voice as a brand
• (31:40) Using AI for Media Engagement and Thought Leadership
• (38:07) Preparing for the Future of Cont ent Distribution and Engagement
• (43:12) Learning from Failures in Content Creation and Marketing
• (48:29) The Fun Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/content-and-pr-trends 

Where to find Lexi Mills 

• Linkedin: https://www.linkedin.com/in/leximills/
• X: https://x.com/leximills
• Website: https://leximills.net/

Where to find Ross Simmonds 

• Linkedin: https://www.linkedin.com/in/rosssimmonds/
• X: https://x.com/TheCoolestCool
• Website:https://rosssimmonds.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/

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking 

In this episode, we’re exploring the fast-changing world of search behavior - how people are searching, how platforms like Google, OpenAI, and Perplexity are evolving, and what it means for brands and SEO professionals.

Joining us are two fantastic guests: Julia Panozzo, founder of Neuroscientive, a neuroscientist turned marketer who specializes in helping brands make smarter data-driven decisions and Garrett Sussman, Director of Marketing at iPullRank, host of Rankable, and an expert in SEO trends, content, and user behavior.

We’ll explore how cognitive biases shape search, the role of brand familiarity, and why understanding user intent is more crucial than ever. Plus, we’ll discuss how brands can stay visible in a search landscape that’s shifting from traditional queries to conversational AI, visual search, and beyond.

This is the 2nd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode: 

• (00:33) Welcome to The Search Session
• (00:48) Meet Our Guests: Giulia Panozzo & Garrett Sussman
• (02:36) The Evolution of Search Behavior
• (08:13) The “Messy Middle” in Search
• (12:37)  Authority Bias & Trust in Search Results
• (16:42) Biases in SEO Testing
• (24:55) The Power of Brand Familiarity
• (36:03) SEO & Holistic Marketing Strategies
• (46:56) The Fun Questionnaire

👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/evolution-of-search-behaviour

Where to find Giulia Panozzo

• Linkedin: https://www.linkedin.com/in/giulia-panozzo 
• X: https://x.com/SequinsNsearch 
• Website: https://neuroscientive.com/ 

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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking

How can brands think more like creators—and why does it matter in today’s video-first world?

In this episode of The Search Session, Gianluca Fiorelli sits down with Phil Nottingham, founder of Organic Video, to unpack the strategic role of video in digital marketing. From organic distribution and YouTube optimization to the impact of AI tools like Gemini, we explore how video content is evolving—and what that means for marketers.

Phil shares insights on balancing authenticity with strategy, adapting to platform trends, and building a long-term video presence that actually works.

This is the 15th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

Here's what you'll learn in this episode:

• (00:55) Meet Our Guest: Phil Nottingham
• (04:16) Why Brands Struggle with YouTube Compared to Creators
• (07:44) The Warhammer Example: Building Community and Brand Through Content
• (09:47) Shorts vs. Long-Form: Finding the Right Format Mix
• (12:21) Using Data to Shape Strategy: Moving Beyond Keywords
• (15:00) Competitor Analysis Without Imitation
• (16:57) TV Comes to YouTube: Shifting Viewer Habits and Production Implications
• (20:54) AI’s Potential as a Visual Creative Tool
• (25:29) AI Video Influencers: Gimmick or Future Trend?
• (26:29) Gemini and AI Discovery: What’s Next for YouTube?
• (29:44) The Power of Personal Branding in the AI Era
• (31:12) The Fireside Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/video-marketing-ai-landscape 

Where to find Phil Nottingham

• LinkedIn: https://www.linkedin.com/in/philnottingham 
• X: https://x.com/philnottingham 
• Website: https://philnottingham.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking