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.

This is the 59th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:07) Meet Our Guest: Amanda King
• (01:16) Why "New" SEO is 90% Standard SEO
• (06:58) Information Gain and the Hidden Timeline of LLMs
• (10:27) SEO is Marketing: Relearning the Fundamentals
• (13:35) The Dual Nature of SEO (Technical vs Content) 
• (19:01) Why Log Analysis Isn’t Practical (Yet)
• (21:58) To Block or Not to Block? The Brand Bias of Training Data
• (28:02) Moving Beyond "Helpful Content" Cliches
• (38:52) Entities, Brands & Topical Authority
• (39:08) Product-Led SEO: A Framework for Prioritization
• (42:43) Making Data Less Intimidating

👉 Read the full article and explore additional insights:  

https://www.advancedwebranking.com/blog/seo-is-marketing 

Where to find Amanda King

• LinkedIn: https://www.linkedin.com/in/amandaecking/ 
• X: https://x.com/amandaecking 
• Website: https://floq.co/ 

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.

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