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.

Is traditional SEO enough in the age of AI-powered search?
In this episode of The Search Session, Gianluca Fiorelli talks with Mike King—the creator of “relevance engineering”—about how AI is reshaping the way we approach search. From building tools that mimicked AI Overviews back in 2020 to redefining what it means to optimize content today, Mike shares how he and his team at iPullRank have been leading the charge.
They dive into how client perceptions around AI have evolved, why visibility now depends on omni media content strategies, and how SEOs must think beyond blog posts to research, white papers, and systems-level thinking. Mike also breaks down the mechanics behind AI Overviews and explores the rise of agentic SEO—modular, automated systems built for the ever-shifting landscape of modern search.
As Mike says, we’re no longer just tweaking websites—we’re building engines for discoverability in the era of AI.
Timestamps:
(00:22) Meet Our Guest: Mike King
(01:11) How SEO Is Treating Mike King in 2025
(02:28) Enterprise Clients’ Reactions to the Rise of AI in Search
(07:41) How SEOs Can Start Learning AI Search
(10:31) Relevance Engineering: A New Definition of SEO
(14:53) Inside Google’s AI Mode & AI Overviews Architecture
(17:57) SEO in the AI Era: Owning More Raffle Tickets
(20:21) Chunkable and Multimodal Content Strategy
(22:39) The Publishing Industry Under Pressure
(26:38) Memorability Over Visibility: The Real SEO Goal
(31:06) Context Matters More Than Mentions
(33:49) Speculating on the Future of Google Search Features
(36:49) The Risks of Filter Bubbles and Cognitive Atrophy
(39:24) Agentic Search and Modular Search Architecture
(41:56) Why Google Will Still Win the AI Search Race
(44:05) Measuring SEO Impact in the Age of AI
(46:25) The Fireside Questionnaire
This is the 20th episode of: The Search Session on YouTube
Where to find Mike King:
LinkedIn
X (formerly Twitter)
Website
Where to find Gianluca Fiorelli:
LinkedIn
X (formerly Twitter)
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: @advancedwebranking
Disclaimer
This podcast’s information is provided for general reference and was obtained from publicly accessible sources. The Podcast Collaborative neither produces nor verifies the content, accuracy, or suitability of this podcast. Views and opinions belong solely to the podcast creators and guests.
For a complete disclaimer, please see our Full Disclaimer on the archive page. The Podcast Collaborative bears no responsibility for the podcast’s themes, language, or overall content. Listener discretion is advised. Read our Terms of Use and Privacy Policy for more details.