The Search Session

In this episode of The Search Session, Gianluca Fiorelli chats with SEO veteran Gerry White—whose experience spans agency, in-house, and consultancy work. Known for his sharp insights and curious mind, Gerry dives into the fast-evolving world of search, covering everything from AI and AR to TikTok’s role in discovery.

Whether you're deep into SEO or just curious about where search is heading, this conversation blends practical tips with big-picture thinking.

This is the 12th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• • (00:08) Meet Our Guest: Gerry White
  • (01:20) Pros and Cons of In-House SEO vs. Independent Consulting: Insights from Gerry White
  • (04:17) How is Gerry White Coping With the Rapid and Radical SEO Changes of the Past 3 Years
  • (07:13) Gerry’s Predictions for the Future of Search – Especially Visual Search
  • (13:19) AR/VR as Emerging Platforms for Digital Experiences and Their Hardware Challenges
  • (18:20) Exploring the Real Opportunities and Risks of AR/VR
  • (22:56) 3D Cinematic Experiences: How Influencers and Brands Can Create Immersive Content
  • (26:18) How SEOs Can Adapt to Modern Multi-Touchpoint Search Journeys
  • (30:26) SEOs as Technical Marketers
  • (32:45) The Measurement Dilemma: Why SEOs Must Learn to Say 'We Don't Know'
  • (35:31) Quickfire Round: Getting to Know Gerry

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/whats-next-in-search-seo-ar-ai-tiktok 

Where to find Gerry White

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

In this episode of The Search Session, Gianluca Fiorelli sits down with Jono Alderson to dive deep into the evolution of SEO—from technical frontiers to brand, strategy, and storytelling.

It’s a candid, insightful, and occasionally nostalgic chat about where the industry’s been, where it’s headed, and why better SEO might mean building better businesses.

This is the 11th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:31) Meet Our Guest: Jono Alderson
• (01:30) What SEO Was, Is, and Is Becoming
• (04:34) T-shaped vs π-shaped SEO Skills
• (08:02) How to Keep SEO Relevant to Businesses
• (10:10) How Relevance Engineering is Becoming the True Job of an SEO
• (13:54) Why Differentiation Matters More Than Ever
• (17:18) Did We Approach Competitive Analysis from the Wrong Perspective?
• (23:20) The True Competitive Advantage of SEOs
• (26:43) Are SEOs Acting Like Snobs?
• (31:26) E-E-A-T: Why So Many SEOs (and Businesses) Still Get It Wrong?
• (41:30) SEO on the Edge
• (49:03) The New Technical SEO Specialist
• (51:55) Rapid-Fire Fun: Get to Know Jono

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/technical-seo-nerd-talk-with-jono-alderson 

Where to find Jono Alderson

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

In this episode, Gianluca Fiorelli is joined by none other than Cindy Krum, CEO of MobileMoxie and a longtime thought leader in the SEO space. From mobile-first indexing to “SEO Fraggles,” Cindy’s insights have shaped how we think about search.

They dive into the rollout of AI Overviews in Europe, the evolution of search personalization, and why optimizing for search journeys (not just keywords) is the future. Cindy also unpacks a bold theory on Google’s potential move to merge AI Mode, 

This is the 10th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (02:00) Is AI Mode the New Default?
• (07:09) How MUM, Journeys, and Ad Tols Like PMax Support Google’s Monetization Strategy
• (09:45) The Change From Keyword Optimisation to Journey Optimisation
• (13:05) The Language-Agnostic Nature of AI Overviews (And Its Economic Reason)
• (18:18) Visibility Over Rankings in a Personalized Search World
• (21:35) Is Google Restricting SEO Data Access to Push Users Toward Paid Channels?
• (27:02) The Role of LLMs like ChatGPT in Search and Google’s Ecosystem
• (29:14) What’s Left of Classic Search? Exploring the Segmentation of Search Experiences (e.g., the Rise of Short Video Vertical)
• (32:19) The Rise of AI Influencers and the Uncanny Valley Phenomenon
• (36:13) New Frontiers of Search: Augmented Reality Search
• (41:16) Rapid-Fire Personal Questions

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/google-search-journey-optimization 

Where to find Cindy Krum

• LinkedIn: https://www.linkedin.com/in/cindykrum/ 
• X: https://x.com/suzzicks 
• Website: https://mobilemoxie.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

In this episode of The Search Session, host Gianluca Fiorelli is joined by Amanda Natividad - VP of Marketing at SparkToro, a standout voice on social media, and the creator of the widely embraced concept of zero-click content.

Together, they explore how user behavior is evolving, why platform-native content is more powerful than ever, and how memorability plays a key role in making an impact. Amanda also shares why truly understanding your audience goes beyond building traditional buyer personas.

This is the 9th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:21) Meet Our Guest: Amanda Natividad
• (02:41) Zero-Click Content and Marketing in 2025
• (08:50) Brand Marketing’s Comeback
• (11:40) Novelty and Memorability in Content Creation
• (16:06) Copycat Content and the Problem with Blogs
• (22:30) Audience Research vs. Market Research: A Deep Dive
• (27:20) Moving Past Buyer Personas: The Audience-Centric Approach
• (32:20) Leveraging Coopetition and Influencers for Brand Growth
• (40:16) Creativity vs Risk: Where’s the Line?
• (42:48) Quick-Fire Round: Amanda’s Favorites

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/brand-building-and-zero-click-marketing

Where to find Amanda Natividad

• LinkedIn: https://www.linkedin.com/in/amandanat/ 
• X: https://x.com/amandanat 
• Website: http://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://www.youtube.com/@advancedwebranking

In this episode of The Search Session, host Gianluca Fiorelli explores the shifting landscape of Conversion Rate Optimization (CRO) with two leading voices in the industry: Talia Wolf, CEO of GetUplift, and Ricardo Tayar, CEO of Flat101.

Talia brings her renowned customer-centric, emotionally driven approach to optimization, while Ricardo shares his perspective on blending data and creativity to achieve impactful results. Together, they discuss how AI is changing how CRO professionals work, what it takes to drive meaningful experimentation, and why an obsession with tools might be doing more harm than good.

This is the 8th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:12) Meet Our Guests: Talia Wolf & Ricardo Tayar
• (02:19) AI in Our Daily Work: Personal Reflections
• (11:38) Are Clients Really Asking About AI for CRO?
• (15:33) Clients’ Illusion of the Perfect Tool
• (18:56) Breaking the Silo Mentality
• (27:38) Creative Risks That Paid Off
• (29:51) Quick-Fire Round: Sounds, Foods, and Favorite Books

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/redefining-conversion-in-multi-touch-era  

Where to find Talia Wolf

• LinkedIn: https://www.linkedin.com/in/taliagw/ 
• X: https://x.com/taliagw 
• Website: https://getuplift.co/ 

Where to find Ricardo Tayar

• LinkedIn: https://www.linkedin.com/in/ricardotayar 
• X: https://x.com/rtayar 
• Website: https://www.flat101.es/ 

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

In this episode of The Search Session, host Gianluca Fiorelli sits down with digital marketing powerhouse Purna Virji - Principal Consultant at LinkedIn and former Microsoft leader.

Together, they unpack how to create meaningful, human-first content in an AI-driven landscape, why outcomes matter more than outputs, and how to balance authenticity with algorithms. Expect sharp insights, real strategies, and a few fun detours into pizza, Bollywood, and Italian curse words.

This is the 7th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:47) Meet Purna Virji
• (04:16) The Fundamentals of Content Marketing in an AI Era
• (08:21) Outputs vs. Outcomes: Why Strategy Comes First
• (13:54) How to balance human-centered content with machine-readability
• (22:07) Building Memorable Brands in a Personalized, No-Click World
• (27:31) Brand Identity, Emotion & Consistency Across Channels
• (31:45) How Purna Virji Leverages AI in Her Daily Workflow
• (35:15) Reassuring the Next Generation: AI Won’t Take Your Job
• (40:15) Why Today’s Users Are Harder to Reach Than Ever Before
• (42:47) Measuring What Matters in a Fragmented Marketing Landscape
• (47:09) Rapid-Fire Questions: Pizza, Mumbai, Snoring & Kaizen

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/content-marketing-strategy-insights-from-purna-virji 

Where to find Purna Virji

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

In this episode of Search Session, Gianluca Fiorelli sits down with Gus Pelogia, Senior SEO Product Manager at Indeed. With a background in journalism and over a decade of SEO experience across agencies and in-house teams, Gus brings a unique, global perspective to search.

This is the 6th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:18) Meet Gus Pelogia
• (02:17) Agency vs. In-House SEO 
• (06:15) Pre-Production and Stakeholder Alignment
• (08:23) Working with Agencies & Consultants
• (12:06) Navigating Big Company Bureaucracy: Gus’s Framework for Speed
• (17:20) Rolling Out Global SEO Features
• (19:55) Localization & International SEO
• (21:07) Using OpenAI, Colab, and MVPs to Prototype SEO Ideas
• (28:52) Learning AI & Python Without a Coding Background
• (34:24) The Impact of AI Search on Companies Like Indeed
• (42:06) The Proust Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/in-house-seo-enterprise 

Where to find Gus Pelogia

• LinkedIn: https://www.linkedin.com/in/gpelogia/ 
• X: https://x.com/pelogia 
• Website: http://www.Indeed.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 

How is AI changing the game for local SEO?

In this episode of The Search Session, Gianluca Fiorelli chats with Greg Gifford, local SEO expert and movie enthusiast. They dive into the latest trends, AI’s impact, and how businesses can stay ahead - plus some fun movie talk!

This is the 5th episode of:   https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

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

• (00:22) Meet the Local SEO Nerd: Greg Gifford
• (03:18) Is Local Search Still Untouched by AI, or Have We Just Not Noticed?
• (04:51) How Younger Generations are Changing Search Habits
• (10:40) Will Google’s AI Mode Mark the True Beginning of AI-Powered Search
• (15:53) Local Search for Enterprise. What are the challenges?
• (21:56) AI Levels the Playing Field, Helping Small Brands
• (27:13) The Power of Reviews & User-Generated Content
• (32:25) AI-Powered Sentiment & Topic Analysis for Local Businesses
• (38:50) How to Stay Relevant in an AI-Powered Search World
• (44:52) The Importance of Understanding “Why” in SEO
• (48:30) Rapid-Fire Movie Q&A

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/ai-impact-on-local-search 

Where to find Greg Gifford

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

AI is transforming how agencies operate - but what does that mean for SEO professionals? 

In this episode of The Search Session, host Gianluca Fiorelli is joined by Heather Physioc (Chief Discoverability Officer, VML) and Kevin Gibbons (Founder, Re:signal) to break it all down.

This is the 4th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (00:24) Meet Our Guests: Heather Physioc & Kevin Gibbons
• (02:20) AI - Challenge or Opportunity for Agencies?
• (13:54) How Clients are Reacting to AI in Search
• (27:00) How Agencies Are Adapting to AI Without Losing Their Edge
• (31:42) AI vs. Human Creativity: Finding the Right Balance
• (36:00) The Future of Search: Personalization, Branding, and the Next Big Shift
• (41:28) COVID’s Impact on Digital Agencies
• (49:44) Retaining Excellence in Agencies
• (56:14) The Proust Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/agencies-challenges-opportunities 

Where to find Heather Physioc

• LinkedIn: https://www.linkedin.com/in/heatherphysioc/ 
• X: https://x.com/HeatherPhysioc 
• Website: http://www.vml.com 

Where to find Kevin Gibbons

• LinkedIn: https://www.linkedin.com/in/kevingibbons 
• X: https://x.com/kevgibbo 
• Website: https://resignal.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 

How is content marketing evolving in the age of AI? What’s the new role of PR in SEO? And how are brands adapting to changing search behaviors?

In this episode of The Search Session, host Gianluca Fiorelli dives into these pressing questions with two industry leaders: Lexi Mills – CEO of Shift6 Studios and Ross Simmonds – CEO of Foundation Marketing & Head of Growth at Distribution.ai

From the decline of traditional SERP clicks to the rise of AI-driven discovery, we’ll explore the biggest shifts in content consumption, PR strategies, and brand visibility.

This is the 3rd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  

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

• (00:26) Welcome and Introduction
• (01:44) The Shift in SERP Clicks and Content Consumption
• (08:28) How Businesses Are Adapting to New Search and Discovery Trends
• (14:15) AI’s Impact on Content Strategy: Human vs. Machine Collaboration
• (22:00) The importance of not mimicking competitors but owning your own voice as a brand
• (31:40) Using AI for Media Engagement and Thought Leadership
• (38:07) Preparing for the Future of Cont ent Distribution and Engagement
• (43:12) Learning from Failures in Content Creation and Marketing
• (48:29) The Fun Questionnaire

👉 Read the full article and explore additional 

https://www.advancedwebranking.com/blog/content-and-pr-trends 

Where to find Lexi Mills 

• Linkedin: https://www.linkedin.com/in/leximills/
• X: https://x.com/leximills
• Website: https://leximills.net/

Where to find Ross Simmonds 

• Linkedin: https://www.linkedin.com/in/rosssimmonds/
• X: https://x.com/TheCoolestCool
• Website:https://rosssimmonds.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