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.

This is the 58th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:06) Meet Our Guest: Ryan Jones
• (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

👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/running-seo-tests-in-ai-search-era

Where to find Ryan Jones

• LinkedIn: https://www.linkedin.com/in/ryan-g-jones/ 
• X: https://x.com/RyanJonesSEO 
• Website: https://seotesting.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 

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Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/

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