The Search Session

What does SEO really look like in a world shaped by AI, fragmented search, and constantly evolving user behavior?

In this episode of The Search Session, Gianluca Fiorelli is joined by Andy Chadwick, who describes his work as “driving brand visibility across every search platform.” Andy shares a sharp, forward-thinking take on the future of search, exploring ideas like ambient visibility—the need to show up everywhere your audience is searching, not just on Google. 

He explains why cutting top-of-funnel content is a mistake, how topical authority is built through breadth, depth, and recognition, and why keywords are still the building blocks of content strategy. 

From content fragmentation strategies that can outpace big players to his concept of “3D search intent,” this conversation is packed with insights that challenge old assumptions and reveal what it really takes to stay visible in today’s search landscape.

This is the 32nd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:08) Meet Our Guest: Andy Chadwick
• (03:10) How SEO Is Treating Us in 2025
• (07:28) “Ambient Visibility” in SEO
• (13:44) Topical Authority: What It Is (and Isn’t)
• (21:54) Keyword Insights: What’s New and What’s Next
• (25:06) Content Fragmentation Strategy
• (27:36) Are Keywords Dead?
• (34:01) Mining Reddit for Real Questions
• (43:15) The Future of Search: Fragmentation & 3D Intent
• (48:25) The Fireside Questionnaire

👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/topical-authority-in-multi-platform-search 

Where to find Andy Chadwick

• LinkedIn: https://www.linkedin.com/in/andy-chadwick/ 
• X:  https://x.com/digitalquokka 
• Website: https://www.keywordinsights.ai/ 
• Website: https://snippet.digital/  

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/ 

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

What happens when you sit down with a true SEO pioneer who’s spent decades shaping the industry and teaching the next generation? 

In this episode of The Search Session podcast, host Gianluca Fiorelli welcomes Ian Lurie - strategist, educator at the University of Washington, and self-described nerd with a passion for digging into the details.

The conversation explores the evolving mindset of young professionals compared to earlier generations, why chunking optimization reflects the way humans naturally absorb information, and how Ian sees AI not as a shortcut but as a genuine collaborator.

He also shares practical insights on the quick technical wins that deliver outsized results, the importance of focusing on business metrics over vanity ones, and why marketers must embrace lift-based measurement as a foundation for long-term success.

Packed with sharp perspectives and hands-on advice, this episode offers both a thoughtful look at the past and a clear direction for the future of SEO and marketing performance.

This is the 31st episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:07) Meet Our Guest: Ian Lurie
• (02:57) Handling AI Overviews & Client Confusion
• (07:32) AI, Automation Hype & Critical Thinking
• (14:56) Chunking, Passage Ranking & Writing for Humans
• (22:34) AI as Creative Partner, Not Automator
• (28:32) A D&D Party for Digital Marketing
• (32:42) Site Performance Quick Wins
• (36:30) Metrics After Zero-Click
• (46:06) The Fireside Questionnaire

👉 Read the full article and explore additional insights:  

https://www.advancedwebranking.com/blog/build-value-measure-lift-ai-seach 

Where to find Ian Lurie

• LinkedIn: https://www.linkedin.com/in/ianlurie/ 
• X:  https://x.com/ianlurie 
• Website: https://www.ianlurie.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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

What does it take to create content that truly stands out in an AI-driven search world?

 In this episode of The Search Session, Gianluca Fiorelli chats with Shelley Walsh, SEO Content Strategist and industry veteran, about the shift from spammy SERPs to AI, the rise of creative, non-traditional voices in SEO, and why clarity, intent, and audience connection still matter most. 

Shelley also shares insights from her work at SEJ, where she elevated content into expert-led, evidence-based journalism. A must-listen for anyone serious about content and strategy.

This is the 30th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:06) Meet Our Guest: Shelley Walsh
• (02:02) How’s SEO treating you?
• (08:36) Bringing Offline Skills to SEO
• (22:09) Creativity & Design Thinking in SEO
• (32:40) SEJ’s Content Evolution
• (39:19) Creativity as the Future of Publishing
• (43:04) Chunking & Writing for LLMs
• (55:40) The Fireside Questionnaire

👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/smarter-content-strategy-in-ai-era 

Where to find Shelley Walsh

• LinkedIn: https://www.linkedin.com/in/shelleywalsh/ 
• X:  https://x.com/theshelleywalsh 
• YouTube: https://www.youtube.com/@shelleywalsh 

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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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

What does it take to blend SEO expertise, startup lessons, and community building into one career?

In this episode of The Search Session podcast, host Gianluca Fiorelli sits down with Yagmur Simsek, SEO & Content Strategist, conference organizer, and international community connector. 

Yagmur shares her unique perspective on how AI is shaping search, why startups often stumble when skipping the basics, and how generosity fuels meaningful connections in the industry. 

From the role of AI Overviews in brand visibility to the balance between automation and human creativity, this conversation offers practical takeaways and thoughtful reflections. Tune in to hear Yagmur’s story and her insights on the future of search, startups, and the power of local communities.

This is the 29th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:07) Meet Our Guest: Yagmur Simsek
• (01:27) SEO Today: KPIs, Metrics, and Client Expectations
• (07:03) Content Collaboration with AI
• (13:59) Startup Pitfalls and Growth Lessons
• (23:22) Building and Sustaining Communities
• (29:30) Choosing the Right Communities for Brands
• (32:40) SEO Best Practices in an Uncertain Era
• (38:40) Organizing Events: Search ’n Stuff
• (46:22) The Fireside Questionnaire

👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/blending-ai-networking-community-in-seo 

Where to find Yagmur Simsek

• Linkedin: https://www.linkedin.com/in/yagmursimsek91/ 
• X: https://x.com/yagmrsmsk 
• Website: https://searchnstuff.co.uk/ 
• Website: https://globalcybersecuritynetwork.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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:  https://x.com/awebranking

What does the future of search really look like in a world of zero-click results, AI overviews, and shifting user attention? 

In this episode of The Search Session podcast, Gianluca Fiorelli welcomes Rand Fishkin, one of the most recognized voices in the SEO and digital marketing world, for a candid and thought-provoking conversation. 

Together, they explore why SEO is thriving, how branding has become central to success, and what the rise of zero-click searches means for marketers everywhere. Rand shares his vision of marketing as a story, with Google, OpenAI, and marketers as key players, while also questioning who the true heroes really are. 

The discussion goes deep into how SEO supports branding—through structured data, Knowledge Graph optimization, and sentiment-driven clustering—and why memorability matters more than awareness alone. They also examine the attention shift, as TikTok, YouTube, and Reddit increasingly dominate user behavior, and search now accounts for less than 10% of online activity.

This wide-ranging SEO podcast episode is packed with insights for anyone interested in the future of search, branding strategies, and the evolving role of digital marketing. If you want to understand how zero-click searches, AI, and changing platforms are reshaping the landscape, don’t miss this conversation with Rand Fishkin.

This is the 28th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:05) Meet Our Guest: Rand Fishkin
• (04:17) SEO Through an Outsider’s Lens
• (10:26) AI and SEO: From Data to Creativity
• (17:01) From Audience Research to Zero-Click Strategy
• (27:06) Personalized Search and Its Impact on SEO & Branding
• (34:20) How Rand and Casey Henry use AI
• (46:30) Rand Fishkin Beyond Marketing

👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/branding-in-age-of-ai-zero-click-serps

Where to find Rand Fishkin

• LinkedIn: https://www.linkedin.com/in/randfishkin/ 
• X: https://x.com/randfish  
• Website: https://sparktoro.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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:    https://x.com/awebranking

What does it really take to stay ahead in SEO when AI is reshaping search as we know it?

In this episode of The Search Session podcast, host Gianluca Fiorelli sits down with Mark Williams-Cook—SEO expert, digital strategist, and founder of AlsoAsked.com. With years of experience spotting trends before they hit the mainstream, Mark shares how he communicates complex AI-driven search changes with clients, why “SEO is dead” is a myth that refuses to die, and how user intent insights from People Also Ask and query fan-out can unlock smarter content strategies.

He also dives into his discoveries about Google’s site quality thresholds, the ongoing importance of user signals and trust data, and why, despite all the noise around AI, technical health, strong content, and coverage remain the foundation of SEO success.

Tune in to hear fresh perspectives and timeless reminders that will reshape the way you think about search.

This is the 27th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:07) Meet Our Guest: Mark Williams-Cook
• (01:50) How SEO Is Treating Mark Lately
• (09:51) People Also Ask in the Age of AI Search
• (22:03) Connecting Query Fan-Out, PAA, and Follow-up Questions
• 38:04) Prompt Tracking vs. Brand Visibility
• (44:23) Lessons from the Google Exploit: Site Quality Score
• (55:43) Getting to Know Mark, Outside the SEO Bubble

👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/from-people-also-ask-to-ai-search 

Where to find Mark Williams-Cook

• LinkedIn: https://www.linkedin.com/in/markseo/ 
• X: https://x.com/thetafferboy 
• Bluesky: https://bsky.app/profile/markwilliamscook.com 
• Website: https://withcandour.co.uk/ 

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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://x.com/awebranking 

Is affiliate marketing still worth it in 2025?

In this episode of The Search Session, host Gianluca Fiorelli sits down with Gareth Hoyle and Rishi Lakhani to explore the realities of affiliate marketing—how it works, how it’s evolving, and what these changes mean for marketers. The conversation covers why LLM SEO remains uncertain and why marketers should be cautious about so-called optimization services, the importance of strong brand signals and diverse traffic sources, and the continuing role of links in competitive rankings. They also discuss how affiliates are expanding beyond Google through platforms like Discord, Telegram, and creator partnerships, and how different approaches to visibility—conversions versus impressions—can shape success. Packed with insights and candid opinions, this episode offers a clear-eyed look at affiliate marketing today.

This is the 26th episode of: The Search Session YouTube Playlist

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

• (00:06) Meet Our Guests: Gareth Hoyle and Rishi Lakhani
• (01:40) How SEO Has Been Lately
• (06:10) Gaming LLM Visibility: Experiments and Tactics
• (09:24) Affiliate Marketing: AI, Scale, Myths, and Realities
• (14:38) Omnichannel Strategies & Community Building for Affiliate Websites
• (21:28) Link Building vs. Brand Mentions in the LLM Age
• (34:34) Translating the Shift from Clicks to Visibility Metrics to Clients
• (40:57) Personalization Challenges in AI and LLM Search
• (47:56) Life Beyond Marketing: Passions, Travel & Role Models

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

Where to find Gareth Hoyle

• LinkedIn: https://www.linkedin.com/in/garethhoyle
• X: https://x.com/search_magician
• Website: https://garethhoyle.com/

Where to find Rishi Lakhani

• LinkedIn: https://www.linkedin.com/in/rishilakhani
• X: https://x.com/rishil
• Website: https://pwani.co.uk/

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/

Made with ❤️ by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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:

https://www.youtube.com/@advancedwebranking

What happens when an SEO expert takes their skills to one of the most unique digital markets in the world?

In this episode of The Search Session, host Gianluca Fiorelli is joined by Natalia Witczyk, an International SEO Consultant who made the bold move to China, navigating a completely different search ecosystem while continuing her global SEO work.

The conversation explores Natalia’s experience bridging Chinese and Western SEO markets, the influence of Baidu’s black-hat culture, the contrasting approaches of Chinese and Western brands toward global expansion, and the role of platforms like WeChat in shaping search behavior long before AI. They also discuss the risks posed by Google’s AI translations bypassing local content and languages, and why SEO strategies need to evolve toward UX personalization and human-focused metrics.

Packed with valuable insights, practical advice, and real-world stories, this episode offers a unique perspective on the intersection of SEO, AI, and cultural differences in search.

This is the 25th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:10) Meet Our Guest: Natalia Witczyk
• (02:04) Bridging Western and Chinese SEO
• (03:33) Chinese Brands Entering Western Markets: Key SEO Challenges
• (05:39) Baidu vs. Google: Why Baidu SEO is a Different Game
• (11:37) Lessons from Social Media: Adapting to Google’s Zero-Click Future
• (13:57) AI’s Impact on Search Behavior: What China’s Already Doing
• (18:52) How European Clients are Adapting to AI in SEO
• (23:56) SEO Metrics and Reporting in the Age of LLMs
• (28:12) International SEO Challenges: Google’s AI and Translation Issues
• (34:34) Natalia's Prediction: The Shift from 'International SEO' to 'International UX'
• (41:55) Insights from Being a Search Awards Judge: How Global SEO Strategies Are Evolving
• (48:52) Beyond SEO: Getting to Know Natalia

👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/international-seo-insights-from-china 

Where to find Natalia Witczyk

• LinkedIn: https://www.linkedin.com/in/nataliawitczyk/ 
• Website: https://www.jademond.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking

Are you using AI in your SEO strategy—or is it using you?

In this episode of The Search Session, Gianluca Fiorelli chats with the brilliant Judith Lewis—digital marketing consultant, international conference MC, and certified wine-and-chocolate connoisseur—about how AI is reshaping the search landscape.

From shifting visibility in B2B and B2C, to the rise of post-purchase SEO, to the risks of AI hallucinations, this conversation is packed with sharp insights, laughs, and practical advice. Judith shares real talk on using AI to speed up tasks without replacing expertise, and why flexible strategies are key in today’s fast-changing digital world.

It’s an inspiring, no-fluff episode you won’t want to miss.

This is the 24th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:07) Meet Our Guest: Judith Lewis
• (05:26) SEO Today: Stability, Strategy, and the Post-Purchase Opportunity
• (07:01) B2B vs B2C in the Age of AI Overviews and The Great Decoupling
• (16:21) How AI Can Speed Up Work and Where It Falls Short: Recognizing Hallucination Risks
• (29:30) Creating Adaptable Strategies That Support Business Goals — Without Getting Stuck in Rigid Plans
• (39:15) The Myths of Generative Engine Optimization
• (43:20) Experiments, Spam Tactics, and the Limits of Persuasion
• (52:23) The Fireside Questionnaire

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

Where to find Judith Lewis

• LinkedIn: https://www.linkedin.com/in/judithlewis/ 
• X: https://x.com/JudithLewis 
• Website: https://www.decabbit.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/ 

AI-Powered SEO Report

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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:

https://www.youtube.com/@advancedwebranking

In this episode of The Search Session, Gianluca Fiorelli sits down with Jes Scholz - renowned growth marketing consultant and respected voice in the SEO world - to unpack what truly matters in search today. 

From the resurgence of excitement in SEO to the impact of AI on how we think and work, Jes shares thoughtful, experience-driven insights on how to adapt without losing sight of the fundamentals.

Together, they explore why building brand salience should be at the core of any strategy, how understanding category entry points and intent beats keyword obsession, and why Google Discover deserves a seat at the SEO table. Plus, Jes offers a smart take on avoiding “AI slop” by creating genuinely valuable content. 

Whether you’re grappling with legacy tactics or navigating AI-driven disruption, this conversation will help you rethink your approach and move forward with purpose.

This is the 23rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (01:11) Meet Our Guest: Jes Scholz
• (01:43) Jes's Advice on Navigating Uncertainty in the AI-Driven Era
• (05:35) Reframing SEO Strategy: From Keywords to Category Entry Points
• (13:34) How Hyper-Personalized Search Reshapes Optimization
• (15:40) Learning from Google Discover: Using Topical Authority to Win Visibility
• (20:33) Why Content isn’t Just Text Anymore and What SEOs Must Do
• (27:39) Chunks vs. Cohesive Content: Balancing Readability for LLMs and Real Human Users
• (34:41) Rethinking SEO Metrics: Using Share of Voice and Prompt Tracking to Measure Visibility
• (42:52) SEO Myths in the Age of AI
• (46:32) The Person Behind the Professional: Jes Scholz

👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/building-brand-salience-in-age-of-ai

Where to find Jes Scholz

• LinkedIn: https://www.linkedin.com/in/jes-scholz/ 
• X: https://x.com/jes_scholz 
• Threads: https://www.threads.net/@jes.scholz 
• Blueskye: https://bsky.app/profile/jes-scholz.bsky.social 
• Website: https://www.jesscholz.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/ 

Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-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: https://www.youtube.com/@advancedwebranking