The Search Session Entity Search, Query Fan-Out, and Practical ML for SEO | Lazarina Stoy
What happens when search shifts from keywords to entities - and from rankings to relationships?
In this episode of The Search Session, host Gianluca Fiorelli sits down with Lazarina Stoy, marketing consultant and founder of Women in Marketing Bulgaria, to unpack how entity search, semantics, and query fan-out are reshaping modern SEO. They explore why machine learning is often more reliable than generative AI, how unresolved prompt injection limits agentic systems, and where tools like ChatGPT, Claude, and NotebookLM actually fit within professional workflows.
The conversation dives into strategic brand positioning in the AI search era, from entity–attribute analysis and competitor comparison to the role of third-party validation in surfacing brands within Google Knowledge Graph and AI-powered results. They also discuss how to explain knowledge graphs to stakeholders, why context now outweighs keywords, and how ML education empowers SEOs to move from experimentation to confident automation.
A focused, strategic discussion for SEOs navigating the semantic and AI-driven evolution of search.
This is the 51st episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh
Here's what you'll learn in this episode:
- (00:07) Meet Our Guest: Lazarina Stoy
- (02:54) The Resurgence of Entity Search and Semantic SEO
- (11:42) Machine Learning vs. Generative AI: Choosing the Right Tool
- (19:34) "Vibe Coding" and Essential Skills for the 2026 SEO
- (22:32) Buyer Personas in the AI Era
- (29:16) Digital PR and Fact-Checking in the Knowledge Graph
- (32:14) Breaking Intent: Understanding "Query Fan-Out"
- (41:40) Machine Learning Education for SEOs
- (46:45) Explaining Knowledge Graphs to Stakeholders
- (54:17) Empowering the Community: Women in Marketing Bulgaria
👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/entity-search-ml-seo-lazarina-stoy-interview
Where to find Lazarina Stoy
- LinkedIn: https://www.linkedin.com/in/lazarinastoy/
- X: https://x.com/lazarinastoy
- Website: https://lazarinastoy.com/
- Website: https://www.mlforseo.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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