The Search Session

What happens when AI Overviews, core updates, and real-world SEO collide?In this episode of The Search Session, host Gianluca Fiorelli sits down with MJ Cachón, the Spanish SEO consultant and strategist known for her work across data-driven search, business strategy, and complex site migrations. From the shifting impact of AI on brands of every size to the lingering misunderstandings around rankings, MJ offers a grounded perspective on what’s changing - and what’s not. She dives into lessons learned from Google core updates, why education still matters, how SEOs and developers can collaborate without friction, and where AI tools can enhance (but never replace) human expertise. A sharp, practical conversation for anyone navigating the evolving search ecosystem. Tune in and get ready for clarity.This is the 37th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:00:07 Meet Our Guest: MJ Cachón02:33 Managing Client Expectations11:29 Visibility vs. Traffic: The New Value Proposition19:47 SEO's Role in Brand Building24:08 Core Update Analysis & Patterns30:16 Website Migration: Common Mistakes & Best Practices33:47 Managing Developer Relationships38:25 AI Tools in Daily SEO Work45:39 Learning from Failure: The User Agent Mistake48:38 Personal Life & Interests👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/staying-grounded-ai-driven-seo-mj-cachon Where to find MJ CachónLinkedIn: https://www.linkedin.com/in/mjcachon/  X: https://x.com/mjcachon Website: https://www.mjcachon.com/ Laika Agency: https://laikateam.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

What happens when AI reshapes how people search, feel, and buy online?In this episode of The Search Session, host Gianluca Fiorelli sits down with Italian digital strategy advisor Marco Loguercio to explore the evolution of e-commerce in an AI-driven world. From omnichannel search trends revealed by the Osservatorio Search in Italy to the rising impact of real intent over guesswork, the conversation dives into how data and emotion are merging to redefine the product experience. Marco explains why content must be treated as part of the product itself, how emotional imagery paired with clarity drives conversions, and why the line between online and offline shopping is disappearing. With ChatGPT now integrating checkout through platforms like Etsy and Shopify, the stakes for understanding buyer behavior and controlling first-party data have never been higher.Tune in for a fast-paced conversation packed with insights on aligning search, content, and commerce to meet people where their desire begins. Enjoy!This is the 36th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:05) Meet Our Guest: Marco Loguercio(04:35) Is SEO Becoming Commoditized?(07:09) The Omnichannel Search in Italy 2025(12:57) The Rise of Search Fatigue(17:35) Content That Truly Serves Customers(24:28) Authenticity and Insights in Online Communities(28:16) The Dual Role of Product Pages(31:15) Connecting Online and Offline Commerce(36:01) LLMs Enter Commerce: ChatGPT, Etsy, and Shopify(41:20) The Attribution Dilemma in the Age of AI(49:32) The Athlete’s Mindset Behind Marketing Success👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/e-commerce-in-omnichannel-ai-search Where to find Marco LoguercioLinkedIn: https://www.linkedin.com/in/marcologuercio X: https://x.com/marcologuercio Website: https://www.marcologuercio.it/  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 SEO grows up? In this episode of The Search Session, Gianluca Fiorelli sits down with Tom Critchlow to explore the uncomfortable truths of modern SEO - where tactics meet business strategy and brand power drives real impact. They dive into the future of AI answers, the limits of traditional SEO, and why linking out might just save search from becoming a wall of text. Tune in to discover how SEO is evolving beyond the blue links and what it really takes to stay relevant in the age of AI.This is the 35th episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Tom Critchlow(01:43) How SEO Is “Complicated” Now(04:25) Why Links (and “Reasons to Click”) Will Come Back(13:27) What Really Moves SEO(20:43) The New SEO Agency Model(25:40) SEO vs. GEO Is a False Binary(30:47) Reputation & Sentiment: ORM in the LLM era(37:40) Creator Economy in the AI Era(47:17) QuickPersonal Note: “Not American—New Yorker”👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/leveling-up-seo-in-ai-era Where to find Tom CritchlowLinkedIn: https://www.linkedin.com/in/tomcritchlow/ X:  https://x.com/tomcritchlow Website: https://tomcritchlow.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 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 old-school SEO meets the AI-powered search era? In this episode of The Search Session, Gianluca Fiorelli sits down with Martin MacDonald to trace SEO’s evolution—from the experimental 2000s to today’s world of LLMs, structured data, and enterprise-scale challenges. Expect insights on how AI reshapes search visibility, why structured data still pays off, and what it really takes to drive impact across millions of pages. Tune in for a sharp, human take on where search is headed next.This is the 34 episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Martin MacDonald(04:50) From Pre-Google SEO to AI Search(20:12) Spotting “AI Bros” vs. Real Experiments(23:41) How LLMs Really Build Answers(29:03) Structured Data’s Second-Order Effects in AI(35:24) Experiment Framework: Mining GSC for LLM Query Patterns(42:35) Can You Trust GSC?(46:12) Enterprise SEO at Scale: Breadth > Single Keywords(54:40) Quickfire Personal👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/enterprise-seo-in-age-of-ai-llms Where to find Martin MacDonaldLinkedIn: https://www.linkedin.com/in/searchmartin/ X:  https://x.com/searchmartin/ Website: https://barbadosSEO.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 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 AI stops being just a helper and starts reshaping the very core of marketing strategy and brand building? In this episode of The Search Session, Gianluca Fiorelli sits down with Joanna Lord, global brand leader, to explore how AI is transforming organizations, driving growth, and redefining resonance. From productivity gains to bold strategic pivots, Joanna shares a clear, practical lens on the future of marketing and what it means to lead with AI at the center. Tune in for a conversation that’s equal parts insightful and actionable.This is the 33rd episode of:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh Here's what you'll learn in this episode:(00:06) Meet Our Guest: Joanna Lord(04:08) AI-Native Roles Across Startup Stages(08:30) CRM-Powered SEO(17:29) Beyond Efficiency: AI as Marketing Strategy(25:25) From Reach to Resonance(35:03) AI is Merging Creators with Brand Strategy(42:36) Measurement and Consent-First Personalization(45:46) The Fireside Questionnaire👉 Read the full article and explore additional insights:  https://www.advancedwebranking.com/blog/building-resonant-brands-with-ai Where to find Joanna Lord X: https://x.com/joannalord  Website: https://www.joannalord.com/ Threads: https://www.threads.com/@joannalordLinkedIn: https://www.linkedin.com/in/joannalordSubstack: Building Beautiful Things > https://joannalord.substack.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 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 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 ChadwickLinkedIn: 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 LurieLinkedIn: 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 WalshLinkedIn: 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 SimsekLinkedin: 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

Rand Fishkin, co-founder of SparkToro and a leading voice in SEO, joins the conversation to discuss the evolving world of digital marketing. He dives into the impact of zero-click searches and AI on traditional SEO strategies, stressing that branding is now more crucial than ever. Rand emphasizes the need for emotional connections in marketing and the shift towards audience insights over traffic metrics. He also highlights how platforms like TikTok and YouTube are changing user behavior and the importance of adapting to this new landscape.