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 

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/ 
• X: https://x.com/DemiriE 
• Website: https://www.vixendigital.com/ 

Where to find Gianluca Fiorelli 

• Linkedin: https://www.linkedin.com/in/gianlucafiorelli/ 
• X: https://x.com/gfiorelli1 
• Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social 
• Website: https://iloveseo.net/ 

🎙 Listen to The Search Session on your favorite platform:

• YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  
• Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 

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