What does it take to make SEO drive impact in 2025?

In this episode of The Search Session, Gianluca Fiorelli sits down with Maria White, UK SEO Lead at TUI, to explore the evolving landscape of search – from fashion to travel. Maria shares how a custom dashboard revealed hidden blockers, why visibility isn't enough, and how cross-channel collaboration is key in a world of hyper-personalized search.

They also dive into image SEO, shifting user behavior, and why ChatGPT is changing search — without killing Google.

This is the 17th episode of the series: Watch on YouTube

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

• (00:24) Meet Our Guest: Maria White
• (02:33) The Visibility Paradox: Why Rankings Don’t Equal Results
• (09:19) The Multi-Channel Search Journey: Social, Search, and Beyond
• (14:39) Brand and SEO: Owning Branded Search in Fashion
• (18:58) Cross-Functional SEO: Collaborating with CRM, Paid, and Social Teams
• (27:32) Image SEO and Visual Search: A Hidden Opportunity in Fashion and Retail
• (35:36) LLMs and AI: The New Search Experience?
• (47:59) Quick Fireside Questionnaire

Where to find Maria White
LinkedIn | Website

Where to find Gianluca Fiorelli
LinkedIn | X | Bluesky | Website

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