From SEO to SXO: Rethinking Local Search | Celeste Gonzalez

The Mad Scientist’s Guide to Language Machines | Ramon Eijkemans

How is SEO changing as search becomes more AI-driven and what does that mean for the future of visibility and strategy? In this episode of The Search Session, Gianluca Fiorelli talks with Ramon Eijkemans, a big-site SEO specialist and SEO automation builder from the Netherlands, about how AI is reshaping search and forcing SEOs to rethink content, structure, and relevance.  The discussion goes beyond rankings, exploring how clearer, self-contained content, semantic HTML, and stronger information architecture help both users and AI systems understand pages more effectively. They also look at why SEO increasingly benefits from a more humanistic, context-driven approach, and how SERPs can be interpreted as a kind of market research surface rather than just a ranking list. The conversation further covers the challenges of scaling SERP analysis, the role of sentiment and user context in relevance, and how e-commerce pages can be improved with precise, situation-aware copy without sacrificing UX. This is the 64th 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: Ramon Eijkemans * (03:00) Why SEO Needs Humanities Again * (13:49) Finding Common Patterns Across AI Models * (17:13) SERPs as Market Research and Consumer Psychology * (26:34) What Makes Scalable SERP Analysis Difficult * (29:04) Sentiment Analysis and the Future of SEO Research * (38:07) Infusing Structured Data into Natural Language * (44:09) Rethinking E-commerce SEO for LLMs 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/mad-scientist-guide-to-language-machines [https://www.advancedwebranking.com/blog/mad-scientist-guide-to-language-machines]  Where to find Ramon Eijkemans * LinkedIn: https://www.linkedin.com/in/ramoneijkemans/ [https://www.linkedin.com/in/ramoneijkemans/]  * Bluesky: https://bsky.app/profile/eikhart.com [https://bsky.app/profile/eikhart.com]  * Website: https://eikhart.com/ [https://eikhart.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

B2B Brand Visibility and Reputation in the AI Search Era | Viola Eva

What does it really take for B2B brands to stay visible in the age of AI search?  In this episode of The Search Session, Gianluca Fiorelli sits down with Viola Eva to explore how AI platforms like ChatGPT, Gemini, Claude, and Copilot are reshaping brand visibility, content marketing, and SEO strategy. The conversation dives into becoming the source that LLMs trust, why support content and documentation are gaining visibility in AI-generated answers, and how outdated third-party information can distort brand perception. Viola also shares insights from AI search experiments, explains why generic skyscraper content is losing relevance, and breaks down what effective AI-assisted content marketing actually looks like when paired with human expertise. If you're navigating B2B SEO, AI search, and the future of content strategy, this episode delivers practical insights on how brands can adapt and stay discoverable as search continues to evolve. This is the 63rd 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: Viola Eva * (04:08) Experimenting With AI Search and LLM Visibility * (07:50) LLM Optimization as Online Reputation Management * (12:20) Differences Between ChatGPT, Gemini, Claude, and Copilot * (18: 45) Reputation, Reviews, and Accuracy Problems in LLMs * (26:12) The Rising Importance of Help Centers and Developer Docs * (28:07) Is the Skyscraper Technique Still Useful? * (31:16) Original Content, Information Gain, and Thought Leadership * (36:11) What Is the Value of an AI Search Impression? * (41:19) Human-in-the-Loop Content and Smarter AI Workflows * (50:10) Running a Fully Remote Global Agency * (54:08) Beyond Work: Books, Flow States, and Personal Passions 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/b2b-brand-visibility-and-reputation-in-ai-serach [https://www.advancedwebranking.com/blog/b2b-brand-visibility-and-reputation-in-ai-serach]  Where to find Viola Eva * LinkedIn: https://www.linkedin.com/in/violaeva/ [https://www.linkedin.com/in/violaeva/]  * X: https://x.com/ViolaEva1 [https://x.com/ViolaEva1]  * Website: https://www.flow-agency.com/ [https://www.flow-agency.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

Engineering the SEO Ecosystem for the AI Era | Aimee Jurenka

What does it take to stay visible when AI becomes the new search engine?  In this episode of The Search Session, Aimee Jurenka joins Gianluca Fiorelli to break down how SEO is evolving into AI visibility strategy. They explore why brand alignment across every channel matters, how informational content still drives authority, and why topic entities, schema, and internal linking can shape how AI understands a business. Aimee also shares how smaller brands can compete, how AI visibility can be measured, and why human strategy is still essential in an AI-first search world. Watch now to learn how brands can adapt before the next wave of search leaves them behind. This is the 62nd 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: Aimee Jurenka * (02:31) What Does AI Search Look Like in 12 Months? * (06:57) The Death of "Skyscraper" Content and Generalized Informational SEO * (11:12) Case Study: Boosting Visibility Through Topic Entity Organization * (14:07) Overcoming the "Yeti Problem": Branding in a Crowded AI Space * (16:56) Combatting "AI Slop" and the Mad Cow Syndrome of the Web * (21:22) Measuring Success: The Mention Rate Tool and Prompt Tracking * (30:05) Building Entity Recognition Tools and Knowledge Graphs * (36:16) Beyond LLMs: Preparing for the Future of AI Agents * (39:05) Breaking the SEO Silo: Collaborating for Growth * (48:36) Personal Passions: From AI Ecosystems to 100-Year-Old Houses 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/engineering-seo-ecosystem-for-ai-search-era [https://www.advancedwebranking.com/blog/engineering-seo-ecosystem-for-ai-search-era]  Where to find Aimee Jurenka  * LinkedIn: https://www.linkedin.com/in/aimee-jurenka/ [https://www.linkedin.com/in/aimee-jurenka/]  * Website: https://aimeejurenka.com/ [https://aimeejurenka.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

The Hidden Complexity of International SEO | Jonathan Moore

What does it really take to get international SEO right in the age of AI and LLM-driven search? In this episode of The Search Session, Gianluca Fiorelli sits down with UK-based SEO and analytics consultant Jonathan Moore to unpack the real complexity behind global SEO. From the limits of AI in understanding local markets to the hidden challenges of hreflang and scaling across regions, the conversation goes far beyond surface-level tactics. Jonathan shares his perspective on why strategy and market context should come before technical fixes, how his journey from agency to consulting shaped his approach, and why modern SEO increasingly demands multidisciplinary thinking. They also dive into the evolution of SEO tooling—from traditional data workflows to AI-powered systems—and where human judgment still makes the difference. If you’re navigating international SEO or trying to understand how AI is reshaping search, this episode brings clarity, nuance, and a few perspectives you might not have considered. This is the 61st 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: Jonathan Moore * (03:16) AI’s Struggle with Local Nuance * (07:14) The Business Logic of Global Search * (13:52) Why Hreflang Is Only the Tip of the Iceberg * (17:36) Global SEO Pitfalls: Architecture Messes and Platform Limitations * (22:28) The Joy of Specializing in International SEO * (31:17) Transitioning from Agency Life to Independent Consultancy * (39:25) Technical SEO in the Age of AI and LLMs * (46:59) Jonathan’s Passion for Maps, Geography, and Curating Places 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/hidden-complexity-of-international-seo [https://www.advancedwebranking.com/blog/hidden-complexity-of-international-seo]  Where to find Jonathan Moore  * LinkedIn: https://www.linkedin.com/in/moorejonathan/ [https://www.linkedin.com/in/moorejonathan/]  * X: https://x.com/nathanless [https://x.com/nathanless]  * Website: https://jonathanmoore.digital/ [https://jonathanmoore.digital/]    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

From SEO to SXO: Rethinking Local Search | Celeste Gonzalez

What does it really take to stay visible in local search as AI reshapes the rules? In this episode of The Search Session, Gianluca Fiorelli sits down with Celeste Gonzalez to unpack how AI is transforming local SEO—from Ask Maps and review sentiment to the growing influence of ChatGPT. The conversation goes beyond rankings, diving into what search experience optimization (SXO) actually means and how user behavior, testing, and UX signals directly impact performance. They explore why consistent business data matters more than ever, how reviews now act as fuel for AI-driven discovery, and why short-form video is becoming a serious player in local visibility. It’s a practical, forward-looking discussion on connecting online and offline experiences, improving conversions, and turning search presence into measurable results. Tune in to understand how modern local search really works—and how to make it work for you. This is the 60th 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: Celeste Gonzalez * 01:22 AI in Local Search: Opportunities and Accuracy Risks * 04:59 Reviews as the New "Unique Selling Point" for LLMs * 09:56 Freshness, Review Velocity, and Reputation Recovery in Local Search * 12:35 ChatGPT vs. Gemini for Local Search Discovery * 14:57 Explaining Search Experience Optimization (SXO) to Clients  * 22:54 Technical Metrics of User Frustration * 29:08 Human vs. Bot Behavior in Session Recordings * 31:08 Designing a Holistic SEO Testing Process * 37:24 Connecting the Digital and Analog Experience * 39:56 Short-Form Video, TikTok, and Local Search Visibility * 46:56 Closing Thoughts: Community and Personal Passions 👉 Read the full article and explore additional insights:   https://www.advancedwebranking.com/blog/sxo-for-local-search [https://www.advancedwebranking.com/blog/sxo-for-local-search]  Where to find Celeste Gonzales * LinkedIn: https://www.linkedin.com/in/celestelili/ [https://www.linkedin.com/in/celestelili/]  * X: https://x.com/yourfavoriteseo [https://x.com/yourfavoriteseo]  * Website: https://www.celesteseo.com/ [https://www.celesteseo.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