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 Gonzalez
• 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
• 46:56 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