In this episode of The Search Session, Gianluca Fiorelli sits down with Phil Nottingham, founder of Organic Video, to unpack the strategic role of video in digital marketing. From organic distribution and YouTube optimization to the impact of AI tools like Gemini, we explore how video content is evolving—and what that means for marketers.
Phil shares insights on balancing authenticity with strategy, adapting to platform trends, and building a long-term video presence that actually works.
This is the 15th episode of: The Search Session YouTube Playlist
LinkedIn | X (Twitter) | Bluesky | Website
In this episode, host Gianluca Fiorelli sits down with a true pioneer of the search industry – Duane Forrester.
From shaping Bing Webmaster Tools to navigating the cutting edge of AI-driven search, Duane brings a wealth of insight to the table. Now COO at LynxPulse, founder of UnboundAnswers, and a seasoned advisor, he shares his unique perspective on how search is evolving—and what that means for SEOs, marketers, and businesses.
This is the 14th episode of the series: Watch on YouTube
Here's what you'll learn in this episode:
Where to find Duane Forrester:
LinkedIn | X (Twitter) | Website
Where to find Gianluca Fiorelli:
LinkedIn | X (Twitter) | Bluesky | Website
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In this episode of The Search Session, host Gianluca Fiorelli sits down with international SEO pioneer Michael Bonfils for a thought-provoking conversation that goes far beyond the usual global SEO playbook.
Together, they unpack the most pressing shifts in the search landscape—from AI Overviews and zero-click searches to the vanishing visibility of data and the evolving role of localization in a world shaped by large language models. Michael brings a rare mix of strategic depth and personal perspective, sharing insights forged through decades of navigating international markets.
This is the 13th episode of the series: YouTube Playlist
Here's what you'll learn in this episode:
Where to find Michael Bonfils:
LinkedIn | X | Website
Where to find Gianluca Fiorelli:
LinkedIn | X | Bluesky | Website
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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 the series: Watch on YouTube
Here's what you'll learn in this episode:
Where to find Gerry White
LinkedIn | X | Website
Where to find Gianluca Fiorelli
LinkedIn | X | Bluesky | Website
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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: The Search Session Playlist
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 the series: Watch on YouTube
Here's what you'll learn in this episode:
Where to find Cindy Krum
Where to find Gianluca Fiorelli
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Be sure to subscribe for more actionable marketing and SEO tutorials.
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 in the series: Watch on YouTube
Here's what you'll learn in this episode:
Where to find Amanda Natividad:
Where to find Gianluca Fiorelli:
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Get your free 30-day trial and find your true visibility in organic search for any market.
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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 the series:
Watch on YouTube
Here’s what you’ll learn in this episode:
Where to find Talia Wolf
LinkedIn | X | Website
Where to find Ricardo Tayar
LinkedIn | X | Website
Where to find Gianluca Fiorelli
LinkedIn | X | Bluesky | Website
🎙️ Made with ❤️ by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.
Start your free 30-day trial and find your true visibility in organic search for any market.
📺 Be sure to subscribe for more actionable marketing and SEO tutorials.
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 the series: Watch on YouTube
Here's what you'll learn in this episode:
Where to find Purna Virji:
LinkedIn | X (Twitter) | Website
Where to find Gianluca Fiorelli:
LinkedIn | X (Twitter) | Bluesky | Website
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Start your free 30-day trial and discover your true visibility in organic search.
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: YouTube Playlist
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Be sure to subscribe for more actionable marketing and SEO tutorials: YouTube Channel
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: The Search Session - Podcast
Here's what you'll learn in this episode:
Where to find Greg Gifford
Where to find Gianluca Fiorelli
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.
Be sure to subscribe for more actionable marketing and SEO tutorials: @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: • The Search Session - Podcast 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▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬Where to find Heather PhysiocLinkedIn: https://www.linkedin.com/in/heatherphysioc/X: https://x.com/HeatherPhysiocWebsite: http://www.vml.comWhere to find Kevin GibbonsLinkedIn: https://www.linkedin.com/in/kevingibbonsX: https://x.com/kevgibboWebsite: https://resignal.comWhere to find Gianluca Fiorelli Linkedin: / gianlucafiorelli X: https://x.com/gfiorelli1Bluesky: https://bsky.app/profile/gfiorelli1.b...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
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
- 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
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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: / gianlucafiorelli
X: https://x.com/gfiorelli1
Bluesky: https://bsky.app/profile/gfiorelli1.b...
Website: https://iloveseo.net/
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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
In this episode, we’re exploring the fast-changing world of search behavior - how people are searching, how platforms like Google, OpenAI, and Perplexity are evolving, and what it means for brands and SEO professionals.
Joining us are two fantastic guests:
We’ll explore how cognitive biases shape search, the role of brand familiarity, and why understanding user intent is more crucial than ever. Plus, we’ll discuss how brands can stay visible in a search landscape that’s shifting from traditional queries to conversational AI, visual search, and beyond.
Where to find Giulia Panozzo
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: Advanced Web Ranking
How can you bridge the gap between semantic web technologies and AI-driven SEO?
Meet Andrea Volpini, CEO of WordLift—a pioneering voice in structured data and an early adopter of the semantic web. In this inaugural episode of The Search Session, host Gianluca Fiorelli looks at how SEO has evolved from rudimentary content management systems in the mid-’90s to today’s sophisticated search environments powered by large language models (LLMs) and autonomous agents.
Andrea shares the backstory of WordLift, revealing how his work with the Italian parliament on information architecture and open data fueled his passion for machine-readable content. He also offers insights on emerging SEO standards - like LLMs.TXT - and explains why structured data remains a cornerstone of search, even as AI grows more adept at interpreting unstructured information.
But it’s not all tech-talk: in our light-hearted Proust questionnaire, Andrea names his favorite word, unveils his least favorite, and imagines an alternate career in the performing arts. If you’re eager to future-proof your SEO strategy and get a rare peek into the personal side of a true innovator, don’t miss this conversation about where search is headed - and how you can stay ahead of the curve.
Here's what you'll learn in this episode:
(00:00) - Intro to The Search Session with host Gianluca Fiorelli.
(01:05) - Meet Andrea Volpini - CEO of WordLift and pioneer in semantic search.
(01:50) - The Origins of WordLift - How Andrea’s journey led from content management to AI-driven SEO.
(06:24) - Agentic Search: The New SEO Challenge - How AI agents are reshaping search and content strategies.
(12:16) - Introducing LLMs.txt - A new standard for guiding AI bots and language models.
(15:00) - The Need for SEOntology - Standardizing SEO language for AI and interoperability.
(25:45) - Structured Data in the AI Era - Why structured data remains essential despite AI advancements.
(35:00) - Monosemanticity & Clarity in Content - Ensuring precision in AI-driven search.
(42:58) - The Proust Questionnaire - A fun, rapid-fire Q&A with Andrea Volpini.
(47:10) - Closing Thoughts
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Where to find Gianluca Fiorelli
LinkedIn
Where to find Andrea Volpini
Linkedin▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
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