The Search Session Aligning SEO and PPC with Authentic Brand Authority | Laura I. Abreu
What does it take for brands to stay visible and trusted in a search landscape increasingly shaped by AI, ads, and fragmented user behavior?
In this episode of The Search Session, Gianluca Fiorelli sits down with Laura I. Abreu, an SEO and PPC specialist originally from Spain who focuses on lead generation and revenue growth. Together, they explore why modern marketing success relies less on purely technical tactics and more on authentic human connection, smart channel selection, and strong brand reputation.
Their conversation dives into the difficulty of measuring AI-driven visibility, the impact of Google’s evolving ad formats on traffic quality, and how businesses should choose the right platforms based on audience behavior and profitability. Laura also explains why simple, raw branded content is outperforming highly polished or AI-generated material, and why marketers need to adapt their tone and strategies to platform-specific user intent.
The episode also examines how brands can build a distinctive voice, avoid the pitfalls of overusing AI in content, and protect their online reputation in a world where AI models can surface old or negative information. It’s a practical discussion about what SEO, PPC, and brand strategy look like when authenticity and trust matter more than ever.
Enjoy the conversation and discover why the future of search may depend as much on human connection as on algorithms.
This is the 54th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh
Here's what you'll learn in this episode:
- (00:06) Meet Our Guest: Laura I. Abreu
- (01:44) The Profit-First Approach: Rethinking SEO Success Metrics
- (07:11) Balancing Traffic Volume and Quality in Paid Media Strategy
- (14:03) Embracing "Raw" Content: Why Human Connection Beats AI
- (18:16) New Media, New Rules: SEO in the Creator Era
- (20:54) Understanding User Behavior Across Platforms
- (25:08) Speaking the Customer’s Language Authentically
- (34:08) Modern Online Reputation Management and Digital PR
- (41:55) The Global Marketer: Lessons from Living on "Mars"
👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/seo-ppc-authentic-brand-authority
Where to find Laura I. Abreu
- LinkedIn: https://www.linkedin.com/in/laurainesabreu/
- X: https://x.com/Lauritaabreuu
- Website: https://serpconf.com/vienna/
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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