The Search Session
The Search Session
Podcast Description
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.
Podcast Insights
Content Themes
The podcast explores ongoing changes in search behaviors, the evolution of AI in SEO, and emerging technologies shaping the future of search. Notable episodes include discussions on the cognitive biases influencing search results and the rising importance of structured data as AI reshapes content strategies, making sense of themes like conversational AI, user intent, and holistic marketing strategies.
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.
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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