Strategic SEO & AI Search consulting
I’m Gianluca Fiorelli. For twenty years I’ve helped brands stay visible in search — and now in the AI systems that increasingly answer before anyone reaches a search result.
I work directly with CEOs, CMOs, and in-house SEO leads: audits, ongoing consulting, and strategies built on evidence rather than industry consensus.
Contact Gianluca Fiorelli and discover how he can help your business!
Trusted by Pfizer · MSC Cruises · Iberostar · Visit California · Idealista · Palladium Hotel Group · Alpitour World · Seatmaps.com · Chess.com
Writing for Search Engine Land and Advanced Web Ranking · Host of The Search Session · Speaker at MozCon, BrightonSEO, SMX, Pubcon, International Search Summit, SERPConf, and more
Services
International SEO for Classic & AI Search
Hreflang was never the hard part. Being present in the data of every language you sell in is. Visibility diagnosed market by market, not just ranking by ranking.
AI Search Visibility & Entity Strategy
How AI systems currently understand your brand, and where they don’t. Entity architecture and content built to be cited, not only ranked.
Strategic SEO & AI Search Audit
A full diagnosis of why your site underperforms, with prioritised solutions, all the working documents, and 30 days of follow-up with your team.
Update & AI Disruption Recovery
Twenty years of diagnosing sites hit by core updates, and now by AI-mediated shifts in demand. Diagnosis first, recovery plan second: never the reverse.
Technical & Retrieval Audit
Crawling, indexing, and rendering, including the gap between what your server sends and what AI crawlers actually fetch and understand.
Content Strategy & Architecture
Topical architecture designed around how meaning is retrieved, not around keyword lists; so every piece reinforces the entity behind it.
Why work with me
Evidence, not opinion. Recommendations grounded in patents, official documentation, and primary sources — not in what the industry currently repeats.
Trilingual, multi-market. Italian, Spanish, and English, across European, US, LATAM, APAC, and Middle East markets.
You work with me. No account managers, no junior handover, no agency layer.
About
Twenty years in search, and a decade in film and television production before that. That background isn’t a curiosity, but why I read patents, documentation, and Google’s own statements as texts to be interpreted rather than announcements to be repeated.
I’ve written for Moz and Search Engine Land, host The Search Session for Advanced Web Ranking, and founded The Inbounder. My current work focuses on how AI systems retrieve, represent and recommend brands — and on what that changes for anyone selling across more than one market.
From the blog
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The Open Knowledge Format: what Google really shipped, and why the interesting question is not SEO
Google Cloud published OKF in June, and our industry immediately mistook it for a visibility lever. It isn’t one — Google has said so in writing. The interesting question is the one almost nobody is asking: who actually fetches the bundle?
NotebookLM for SEO: a field guide to the grounded reasoning layer
NotebookLM is Google’s grounded reasoning layer for SEO—not a full toolkit. Learn where it earns its keep, where Gemini takes over, and why it’s already visiting your clients’ sites, ignoring robots.txt. A practitioner’s field guide, not theory.
Pichai, again: decoding “How Sundar Pichai is rethinking Google for the AI Era”
When Sundar Pichai told Nilay Patel that “sources and links will always be there as part of it,” he demoted the open web from substrate to feature. This piece goes claim by claim through the Decoder interview, translating each declaration into the primary-source docs that prove it — patents, the DOJ record, Pew’s click data — and ends with eight practical imperatives for staying legible to the system replacing traditional search.
