The RANKABLE Podcast

The Messy Middle and the Impact of AI on SEO - Episode 96

FEATURING Gianluca Fiorelli

In episode 96, Gianluca Fiorelli joins the show to discuss the many ways in which generative AI will impact SEO in the current search landscape and what it might look like going forward.

Gianluca shares thoughts on some of the things Google is currently developing and implementing to help their search product evolve and improve search experience for users.

He also shares insights on how we can efficiently communicate with AI to help drive results in SEO.

Episode Time Stamps

  • [0:00] Intro

  • [2:11] How Google is Evolving

  • [6:51] Use Barnacle SEO to Increase Visibility 

  • [10:10] MUM and the Messy Middle

  • [16:46] Communicating with AI

  • [20:12] How Will Google Utilize Generative AI Technology?

  • [28:30] Rapid Fire Rankings 🔥

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This Week's guests

Gianluca Fiorelli

Title: Strategic and International SEO Consultant


Bio: Gen-X SEO, which means I worked in other fields (TV/Movie Industry) before turning to Search Marketing in 2004. Italian living in Spain and who loves to travel and explore the World. A person who loves to always look to what the future may be shaped, and that’s why I look at things like “the future evolution of Google”. I regularly speak at events, write less than I would love, love to share knowledge and discuss about SEO on Twitter/Mastodon and other Social Networks, but I am not obsessed with SEO: I have hundreds of other things I love to pass my time with: family, reading about history, painting miniatures, drinking and dining out, traveling…

Podcast References:


Rank your top anything: 

  • Star Wars
  • Lord Of The Rings

Rank your best SEO marketing win:

One of my first clients was a really tiny travel agency. They are still a client of mine after almost 20 years.

Rank your top 3 SEO tools: 

Rank your best SEO trick or tactic:

Customer surveys.

Rank what you love most about SEO as an industry:

International SEO.

Rank your best SEO learning resource:


Rank the top 1-3 SEOs or Marketers that you most look up to: 

Rank your number one cause/charity that you want to promote:

Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.