Join international SEO consultant Gianluca Fiorelli as he explores the dynamic world of SEO. In each episode, industry leaders share insights and strategies to help in-house SEOs, agency professionals, and consultants tackle the evolving search landscape.
The Generalist Renaissance: A Strategic Marketing Approach to AI Search | Emina Demiri-Watson
Can marketers stay focused when AI search keeps creating new opportunities, pressures, and distractions?
In this episode of The Search Session, Gianluca Fiorelli talks with Brighton-based digital marketer Emina Demiri-Watson about navigating the rapidly changing search landscape without losing sight of what matters. They explore how to evaluate AI opportunities, build strong e-commerce foundations, bring SEO and PPC closer together, and use broader marketing thinking to understand audiences and business needs.
From agentic search and Merchant Center to competitor comparisons and “too curious to specialize,” Emina shares why curiosity matters—but so does knowing when to test, prioritize, and go back to the fundamentals.
This is the 83rd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh (https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh)
Here's what you'll learn in this episode:
00:06 Meet Our Guest: Emina Demiri-Watson
04:37 How to Prioritize New AI Search Opportunities
10:16 The “Unholy Trinity” of E-commerce Search
14:24 Why SEO and PPC Should Co-Own Merchant Center
18:17 Designing Faceted Navigation and Rich Media for Users and LLMs
27:30 The Generalist Renaissance: Why Broad Marketing Knowledge Matters
33:35 Rethinking the Search Session and Brand Recall Without the Click
41:15 Why Brands Shouldn’t Fear Head-to-Head Comparisons
45:39 Audience Research Beyond Traditional Buyer Personas
49:44 From Audience Insights to Jobs to Be Done
👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/strategic-marketing-for-ai-search
Where to find Emina Demiri
LinkedIn: https://www.linkedin.com/in/emina-demiri/ (https://www.linkedin.com/in/emina-demiri/)
X: https://x.com/DemiriE (https://x.com/DemiriE)
Website: https://www.vixendigital.com/ (https://www.vixendigital.com/)
Where to find Gianluca Fiorelli
Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ (https://www.linkedin.com/in/gianlucafiorelli/)
X: https://x.com/gfiorelli1 (https://x.com/gfiorelli1)
Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social (https://bsky.app/profile/gfiorelli1.bsky.social)
Website: https://iloveseo.net/ (https://iloveseo.net/)
🎙 Listen to The Search Session on your favorite platform:
YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh (https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh)
Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS (https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS)
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 (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/ (https://www.advancedwebranking.com/)
Be sure to subscribe for more actionable marketing and SEO tutorials: / @advancedwebranking
28 Sept 2026
Creating News Content That Stands Out in AI and Multimodal Search | Louisa Frahm
What happens when search stops being about clicks and starts being about stories, formats, and trusted sources?
In this episode of The Search Session, Gianluca Fiorelli talks with search and AI consultant Louisa Frahm about the changing relationship between SEO, content, and AI search. They explore how to choose the right format for a story, create evergreen content that remains useful in AI-driven search, and navigate Google’s evolving approach to news, Top Stories, and preferred sources.
The conversation also goes inside the newsroom, examining how SEOs and journalists can build trust and collaborate more effectively. Along the way, Louisa and Gianluca discuss what original movies can teach brands about creativity and calculated risks—and why mentorship is always a two-way learning experience.
This is the 82nd episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh (https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh)
Here's what you'll learn in this episode:
(00:07) Meet Our Guest: Louisa Frahm
(04:59) Why Multimodal Search Changes the Content Strategy
(09:07) What ESPN Taught Us About Content Formats
(14:47) Why Simple Content Can Still Be Powerful
(18:02) The New Role of Evergreen and Informational Content
(24:47) Building Trust Between SEOs and Journalists
(31:57) How AI Is Changing News SEO
(36:06) Personalization and the Direct Relationship With Audiences
(41:57) Why Technical SEO Matters More When Attention Is Scarce
(44:43) What Backrooms Teaches Us About Standing Out
(54:08) Calculated Risks, Original Ideas, and Information Gain
(59:06) What Mentoring Teaches the Mentor
👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/news-content-ai-multimodal-search (https://www.advancedwebranking.com/blog/news-content-ai-multimodal-search)
Where to find Louisa Frahm
LinkedIn: https://www.linkedin.com/in/louisa-frahm-67710922/ (https://www.linkedin.com/in/louisa-frahm-67710922/)
X: https://x.com/mizlouisa720 (https://x.com/mizlouisa720)
Website: https://www.frahmfocus.com/ (https://www.frahmfocus.com/)
Where to find Gianluca Fiorelli
Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ (https://www.linkedin.com/in/gianlucafiorelli/)
X: https://x.com/gfiorelli1 (https://x.com/gfiorelli1)
Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social (https://bsky.app/profile/gfiorelli1.bsky.social)
Website: https://iloveseo.net/ (https://iloveseo.net/)
🎙 Listen to The Search Session on your favorite platform:
YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh (https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh)
Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS (https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS)
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 (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/ (https://www.advancedwebranking.com/)
Be sure to subscribe for more actionable marketing and SEO tutorials: / @advancedwebranking
21 Sept 2026
Inside Personalized AI Search: How Private Data Shapes Brand Discovery | Garrett Sussman
What happens when AI search starts using your emails, private context, and digital footprint to decide which brands to recommend?
In this episode of The Search Session, Gianluca Fiorelli welcomes back Garrett Sussman to explore how SEO is changing in the age of personalized AI search. Garrett shares insights from his Google Personal Intelligence experiment, including how emails influenced visibility by 40%, and digs into brand sentiment, AI-generated content, GEO, relevance engineering, and the emerging challenges of agentic search.
As AI moves beyond traditional rankings and into personalized recommendations, what does it take for brands to stay relevant?
Tune in for a sharp look at where SEO is heading—and why the future of search may depend on much more than search engines.
This is the 81st episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh (https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh)
Here's what you'll learn in this episode:
(00:07) Meet Our Guest: Garrett Sussman
(02:31) Complexity vs. Complications in Modern Search
(09:15) Brand Sentiment Becomes Part of GEO
(13:56) Findings from Garrett’s Personalization Experiment
(26:57) Why GEO Research Is Still So Volatile
(34:22) Is AI Slop Creating an Anti-AI Reaction?
(42:34) The Five Pillars of Relevance Engineering
(46:42) Filter Bubbles & Algorithmic Editorial Choices
👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/brand-discovery-in-personalized-ai-search
Where to find Garrett Sussman
LinkedIn: https://www.linkedin.com/in/garrettsussman/ (https://www.linkedin.com/in/garrettsussman/)
X: https://x.com/garrettsussman (https://x.com/garrettsussman)
Website: https://ipullrank.com/ (https://ipullrank.com/)
Where to find Gianluca Fiorelli
Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ (https://www.linkedin.com/in/gianlucafiorelli/)
X: https://x.com/gfiorelli1 (https://x.com/gfiorelli1)
Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social (https://bsky.app/profile/gfiorelli1.bsky.social)
Website: https://iloveseo.net/ (https://iloveseo.net/)
🎙 Listen to The Search Session on your favorite platform:
YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh (https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh)
Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS (https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS)
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 (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/ (https://www.advancedwebranking.com/)
Be sure to subscribe for more actionable marketing and SEO tutorials: / @advancedwebranking
Who has been a guest on The Search Session
Names identified in recent episode analyses. Showing up to five guests.
Grant Simmons
Martha van Berkel
Mark van Berkel
Lee Odden
Will Scott
Reach and audience
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YouTube views
55,811
Score snapshot 15 Sept 2025
Apple Podcasts (US)
5.0 / 5
1 ratings
Podcast Authority Score: 50 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
70
Social presence
0
YouTube
76
Engagement
0
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