Is technical SEO still about rankings, or is it becoming something much bigger?

In this episode of The Search Session, Gianluca Fiorelli sits down with Tory Gray to explore how enterprise SEO is evolving in an era shaped by AI disruption, limited visibility, and growing client uncertainty. Together, they examine how agencies are shifting from isolated service providers to cross-functional growth partners, collaborating across channels to deliver cohesive, brand-driven strategies.

The conversation dives into log file analysis and what bot behavior reveals about crawl patterns, visibility, and performance, as well as the impact of AI-driven search results on top-funnel traffic and goal setting. They also discuss Google’s increasing focus on entity-based search and branded experiences, and what that means for modern organic strategy.

Beyond tactics, Tory shares her journey from solo consultancy to agency founder, reflecting on leadership, sales, talent retention, and the responsibility senior SEOs have to mentor the next generation.

This is the 52nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:06) Meet Our Guest: Tory Gray
• (02:51) Agency Life: Guiding Clients Through the AI Frontier
• (07:33) Escaping the SEO Silo: The Shift to Omnichannel
• (11:54)Technical SEO: Patterns in Server Logs and LLM Bots
• (17:54) Addressing the "Shrinking Traffic" Dilemma
• (22:16) Next-Gen Search: Google, TikTok & Beyond
• (30:06) Top-of-Funnel Strategy in the Age of AI Overviews
• (39:25) Career Evolution: From Freelancer to Agency Founder
• (46:29) Mentorship and the Human DNA of SEO
• (53:40) Personal Growth and New Horizons

👉 Read the full article and explore additional insights:  

https://www.advancedwebranking.com/blog/technical-seo-depth-and-strategy 

Where to find Tory Gray

• LinkedIn: https://www.linkedin.com/in/torygray 
• X: https://x.com/torylynne 
• Website: https://thegray.company/ 

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 

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