The Search Session

By Advanced Web RankingBusiness Marketing

The Search Session episodes

October 19SEO Beyond Traffic: Influence, Trust, and Business Results | Abby Gleason
How can brands stay visible in AI search without chasing every new trend?

In this episode of The Search Session, Gianluca Fiorelli talks with SEO product leader Abby Gleason about measuring AI search impact, building brand authority, proving SEO’s business value, and separating AI hype from real opportunities.

From smarter experiments and stakeholder buy-in to why informational content still matters, Abby shares practical insights on making SEO work in a rapidly changing search landscape.

This is the 85th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
(00:06) Meet Our Guest: Abby Gleason
(03:13) How to Measure Success Across the Search Ecosystem
(09:40) Why SEO Strategy Must Extend Beyond Your Website
(13:58) Zero-Click Search and the Shift From Traffic to Conversions
(17:03) How Smaller Brands Can Build Influence in Search
(23:31) Using AI to Enhance SEO Skills, Not Replace Them
(29:32) Avoiding AI Shiny Object Syndrome
(34:49) Why Websites Should Still Leave Room for Discovery
(37:20) Why Abandoning Informational Content Is a Mistake
(43:07) How Big Brands Can Show First-Hand Experience
(46:10) Winning Stakeholder Support With Small-Scale Tests
(49:05) The AI Search Myth of Reddit as a Shortcut
(52:50) Abby’s Favorite Memories From Mexico City

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/seo-beyond-traffic

Where to find Abby Gleason
LinkedIn: https://www.linkedin.com/in/abby-gleason/
X: https://x.com/abbysuegleason
Website: https://www.upwork.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
56 min
October 12Preparing Your Brand for AI Search and Agents | Crystal Carter
What does AI really know about a brand, and how can businesses make sure it gets the story right?

In this episode of The Search Session, Gianluca Fiorelli talks with AI and SEO strategist Crystal Carter about the evolving world of AI and agentic search. They explore how AI systems understand brands, why accurate entity information matters, and what SEOs can do today to prepare for a more agent-driven search landscape.

Crystal also shares practical ways to experiment with agentic tools, explains the roles of llms.txt and MCP, and discusses how brands can build stronger visibility in personalized AI search by providing clear evidence that they meet their customers’ needs.

A conversation about where AI search is heading—and what brands should be doing now to stay visible.

This is the 85th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
(00:06) Meet Our Guest: Crystal Carter
(04:16) What Are the New Rules of AI Search?
(06:58) How Crystal Began Investigating Brand Visibility in AI Search
(10:43) Why Training Data Shouldn’t Be Overlooked
(17:09) How Entities and Query Fan-Out Organize AI Knowledge
(20:43) Keeping Your Brand Salient and Avoiding Entity Confusion
(25:53) How Small Businesses Can Start Testing Agentic Opportunities
(31:22) What SEOs Misunderstood About llms.txt
(35:26) Markdown Files for Gated and Restricted Content
(39:17) MCP as an Opportunity for Publishers and B2C Brands
(42:15) Personalized AI Search and Knowing Your Customer
(49:12) Why Clarity and Simple SEO Fundamentals Still Win

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/brand-readiness-ai-search-agents

Where to find Crystal Carter
LinkedIn: https://www.linkedin.com/in/crystal-carter-digital/
X: https://x.com/CrystalontheWeb
Website: http://www.Wix.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
55 min
October 05The Generalist Renaissance: A Strategic Marketing Approach to AI Search | Emina Demiri-Watson
Can marketers stay focused when AI search keeps creating new opportunities, pressures, and distractions?

In this episode of The Search Session, Gianluca Fiorelli talks with Brighton-based digital marketer Emina Demiri-Watson about navigating the rapidly changing search landscape without losing sight of what matters. They explore how to evaluate AI opportunities, build strong e-commerce foundations, bring SEO and PPC closer together, and use broader marketing thinking to understand audiences and business needs.

From agentic search and Merchant Center to competitor comparisons and “too curious to specialize,” Emina shares why curiosity matters—but so does knowing when to test, prioritize, and go back to the fundamentals.

This is the 83rd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
00:06 Meet Our Guest: Emina Demiri-Watson
04:37 How to Prioritize New AI Search Opportunities
10:16 The “Unholy Trinity” of E-commerce Search
14:24 Why SEO and PPC Should Co-Own Merchant Center
18:17 Designing Faceted Navigation and Rich Media for Users and LLMs
27:30 The Generalist Renaissance: Why Broad Marketing Knowledge Matters
33:35 Rethinking the Search Session and Brand Recall Without the Click
41:15 Why Brands Shouldn’t Fear Head-to-Head Comparisons
45:39 Audience Research Beyond Traditional Buyer Personas
49:44 From Audience Insights to Jobs to Be Done

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/strategic-marketing-for-ai-search

Where to find Emina Demiri
LinkedIn: https://www.linkedin.com/in/emina-demiri/
X: https://x.com/DemiriE
Website: https://www.vixendigital.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
55 min
September 28Creating News Content That Stands Out in AI and Multimodal Search | Louisa Frahm
What happens when search stops being about clicks and starts being about stories, formats, and trusted sources?

In this episode of The Search Session, Gianluca Fiorelli talks with search and AI consultant Louisa Frahm about the changing relationship between SEO, content, and AI search. They explore how to choose the right format for a story, create evergreen content that remains useful in AI-driven search, and navigate Google’s evolving approach to news, Top Stories, and preferred sources.

The conversation also goes inside the newsroom, examining how SEOs and journalists can build trust and collaborate more effectively. Along the way, Louisa and Gianluca discuss what original movies can teach brands about creativity and calculated risks—and why mentorship is always a two-way learning experience.

This is the 82nd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
(00:07) Meet Our Guest: Louisa Frahm
(04:59) Why Multimodal Search Changes the Content Strategy
(09:07) What ESPN Taught Us About Content Formats
(14:47) Why Simple Content Can Still Be Powerful
(18:02) The New Role of Evergreen and Informational Content
(24:47) Building Trust Between SEOs and Journalists
(31:57) How AI Is Changing News SEO
(36:06) Personalization and the Direct Relationship With Audiences
(41:57) Why Technical SEO Matters More When Attention Is Scarce
(44:43) What Backrooms Teaches Us About Standing Out
(54:08) Calculated Risks, Original Ideas, and Information Gain
(59:06) What Mentoring Teaches the Mentor

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/news-content-ai-multimodal-search

Where to find Louisa Frahm
LinkedIn: https://www.linkedin.com/in/louisa-frahm-67710922/
X: https://x.com/mizlouisa720
Website: https://www.frahmfocus.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
1 hr 3 min
September 21Inside Personalized AI Search: How Private Data Shapes Brand Discovery | Garrett Sussman
What happens when AI search starts using your emails, private context, and digital footprint to decide which brands to recommend?

In this episode of The Search Session, Gianluca Fiorelli welcomes back Garrett Sussman to explore how SEO is changing in the age of personalized AI search. Garrett shares insights from his Google Personal Intelligence experiment, including how emails influenced visibility by 40%, and digs into brand sentiment, AI-generated content, GEO, relevance engineering, and the emerging challenges of agentic search.

As AI moves beyond traditional rankings and into personalized recommendations, what does it take for brands to stay relevant?

Tune in for a sharp look at where SEO is heading—and why the future of search may depend on much more than search engines.

This is the 81st episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
(00:07) Meet Our Guest: Garrett Sussman
(02:31) Complexity vs. Complications in Modern Search
(09:15) Brand Sentiment Becomes Part of GEO
(13:56) Findings from Garrett’s Personalization Experiment
(26:57) Why GEO Research Is Still So Volatile
(34:22) Is AI Slop Creating an Anti-AI Reaction?
(42:34) The Five Pillars of Relevance Engineering
(46:42) Filter Bubbles & Algorithmic Editorial Choices

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/brand-discovery-in-personalized-ai-search

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/

🎙 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
54 min
September 14Agentic Search Readiness: What Businesses Need to Build Now | Bastian Grimm
What happens when search stops being something people use and becomes something AI agents use on their behalf?

In this episode of The Search Session, Gianluca Fiorelli speaks with digital entrepreneur and keynote speaker Bastian Grimm about what agentic search means for businesses, and what they should be doing about it now.

From AI-ready data, evolving protocols, and machine-readable formats to brand recognition, experimentation, and the future of SEO, they explore how AI could reshape websites, search interfaces, publishing models, and the way brands are discovered.

Bastian offers a pragmatic view of a rapidly changing landscape: rather than chasing every new standard, businesses should focus on reliable data, strong technical foundations, experimentation, and learning what actually works.

This is the 80th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
(00:19) Meet Our Guest: Bastian Grimm
(04:31) How Do You Give Clients Certainty When Everything Changes?
(07:32) The Biggest Misconception About Agentic Search
(12:51) How to Audit a Website for Agentic Search
(16:18) Markdown and New Formats for Machine Consumption
(21:10) Enterprise Risk vs. SMB Agility in AI
(24:45) Breaking SEO Out of Its Silo
(30:51) Evolving Brand Signals & Trust
(37:28) Will Websites Still Exist in the Future?
(43:34) Why Publishers Are at Risk and What They Can Do
(50:07) What Will the Next Generation of Brand Signals Look Like?
(53:38) The Most Important Priority: Organize Your Data

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/agentic-search-readiness

Where to find Bastian Grimm
LinkedIn: https://www.linkedin.com/in/bastiangrimm/
X: https://x.com/basgr
Website: https://bastiangrimm.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
58 min
September 07Tackling Technical Debt, Query Drift, and Site Architecture for AI Search | Grant Simmons
Is your SEO agency practicing what it preaches to clients?

In this episode of The Search Session, Gianluca Fiorelli talks with SEO consultant Grant Simmons about what it takes to stay visible and relevant as search evolves. They explore agency positioning, technical SEO for AI search, site architecture, internal linking, knowledge graphs, programmatic SEO, and the growing challenge of query drift.

Grant also breaks down what GEO gets wrong, why technical foundations still matter to LLM visibility, and how to scale content without sacrificing quality or topical focus.

A practical, no-fluff conversation about building sites and SEO strategies that search engines, LLMs, and users can actually understand.

This is the 79th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
00:06 Meet Our Guest: Grant Simmons
04:24 Why Agencies Struggle to Adapt and Pitch Value
12:28 JavaScript, Site Speed, and the Technical Debt Problem
17:50 Site Architecture and Strategic Internal Linking
21:48 Knowledge Graphs vs. Databases for Search & LLMs
26:56 Programmatic SEO: Scale Without Losing Value
30:48 Creating Architectural Taxonomies for User Experience
34:38 Communicating with Clarity: Marketing Copy vs. LLM Understanding
39:37 Using Entity Maps to Strip Away Ambiguity
42:46 Diagnosing and Resolving Query Drift
49:06 Debunking AI Search Myths and Pet Peeves
51:22 Maintaining Passion Across 25+ Years in SEO

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/technical-debt-query-drift-site-architecture-for-ai-search

Where to find Grant Simmons
LinkedIn: https://www.linkedin.com/in/simmonet/
X: https://x.com/simmonet
Website: https://www.grantsimmons.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
56 min
August 31The Semantic Data Layer: Building a Brand AI Can Understand | Martha van Berkel and Mark van Berkel
Can AI really understand a brand - or is it still getting confused by conflicting information?

In this episode of The Search Session, Gianluca Fiorelli sits down with semantic SEO and structured data strategists Martha van Berkel and Mark van Berkel to explore how AI is reshaping semantic search, structured data, and the web.

The conversation goes beyond the buzzwords to unpack knowledge graphs, Schema.org, entity management, data governance, schema drift, NLWeb, MCP, and what it takes to build an agent-ready, machine-understandable brand.

Because as search becomes more AI-driven, being visible isn’t enough. AI needs to understand what a brand actually is.

This is the 78th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
(00:06) Meet Our Guests: Martha van Berkel and Mark van Berkel
(04:44) A New Business Case for Structured Data
(08:11) The Growing Sophistication of Semantic Search
(15:30) Disambiguation, Identifiers, and Identity on the Web
(20:28) Data Governance at Enterprise Scale
(24:55) Emerging Standards: WebMCP, MCP, NLWeb and Agent Discovery
(33:15) How AI Systems Actually Use Structured Data
(40:41) Optimizing for Agents: ARIA, SKOS, and Actionability
(46:37) Balancing Creative Tone with Machine Clarity
(51:07) Working Together as Co-Founders and a Couple

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/semantic-data-layer-brand-ai-understand

Where to find Martha van Berkel
LinkedIn: https://ca.linkedin.com/in/martha-van-berkel
X: https://x.com/marthavanberkel
Website: https://www.schemaapp.com/

Where to find Mark van Berkel
LinkedIn: https://www.linkedin.com/in/markvanberkel/
X: https://x.com/vberkel
Website: https://www.schemaapp.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
56 min
August 24The Creative Side of B2B Marketing | Lee Odden
What makes B2B marketing truly creative in an age of AI search?
On this episode of The Search Session, Gianluca Fiorelli talks with B2B marketing strategist Lee Odden about creativity beyond content production - from understanding complex buyer information journeys to building trust through creators, influencers, executives, and internal experts.The conversation explores why audience understanding will outlast AI visibility tactics, how B2B brands can turn expertise into influence, why informational content still matters, and how prioritization can turn SEO recommendations into real business impact.
A practical conversation about making B2B marketing more creative, credible, and useful.

This is the 77th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:
(00:06) Meet Our Guest: Lee Odden
(02:00) Creativity in B2B Goes Beyond Written Content
(07:46) Audience Intelligence & Tailoring Content to Stakeholders
(11:06) AI Search Optimization vs. Sustainable Information Journeys
(15:36) How to Slow Down the AI Optimization Race
(19:33) Prioritization in SMB vs. Enterprise B2B
(22:56) Connecting B2B Marketing to the Creator Economy
(27:40) A B2B Influencer Campaign That Generated 5,000+ Registrations
(30:17) How to Find the Right B2B Influencers
(36:47) Building Influence From Within the Company
(41:34) When Creativity Means Hijacking the Conversation
(44:21) Does B2B Still Need Informational Content?
(52:29) Returning to the Game: Lee Odden’s Marketing Comeback

👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/creativity-in-b2b-marketing

Where to find Lee Odden
LinkedIn: https://www.linkedin.com/in/leeodden/
X: https://x.com/leeodden
Website: https://www.toprankmarketing.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
58 min
August 17Staying Visible in a Zero-Exit Search Experience | Will Scott
Search isn't just becoming more AI-driven. It's becoming harder to define where a search session actually ends.

In this episode, Will Scott joins Gianluca Fiorelli to explore what it means to stay visible when users move between SERP features, AI answers, query refinements, agents, and an increasingly fragmented set of search surfaces.

This is the 76th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:
00:00 Intro
00:09 Meet Our Guest: Will Scott
05:22 Rediscovering Passion for SEO in the Age of AI
11:51 Entities, Semiotics, and the Evolution of the Web
20:22 Building an AI Voice & Tone System
24:10 Winning AI Search Through Content Ubiquity
28:28 Pinterest, Google Images & Discovery
31:52 Personalization, Search Sessions & Prompt Variability
34:27 Prompt Tracking vs. Query Refinement
39:00 Redefining "Zero-Click" to "Zero-Exit"
44:35 Building Custom AI Tools & Workflows
55:08 Information Gain: Will Scott's New Orleans Recommendations

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/visibility-in-zero-exit-search-experiences

Where to find Will Scott
LinkedIn: https://www.linkedin.com/in/williamscott/
X: https://x.com/w2scott
Website: https://www.searchinfluence.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
58 min

About The Search Session

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Join international SEO consultant Gianluca Fiorelli as he explores the dynamic world of SEO. In each episode, industry leaders share insights and strategies to help in-house SEOs, agency…

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