by Gianluca Fiorelli | 22 Dec, 2025 | Blog, SEO Resources
AI search is fundamentally changing how we find information, shifting from “here are links” to “here’s the answer.” This post uses semiotic analysis to decode how major AI interfaces (Claude, ChatGPT, Perplexity, AIO, AI Mode, and Web Guide) communicate intelligence and authority through their design choices.
Drawing on Umberto Eco’s theory of Open versus Closed texts, it reveals the tension between user agency and AI-generated narratives, and how each platform resolves this differently through specific design affordances. You’ll gain actionable insights into the visual and structural signals that shape user trust acquiring essential knowledge for designing or optimizing AI-powered search experiences.
by Gianluca Fiorelli | 19 Dec, 2025 | Blog, SEO Resources
Google still owns 95% of desktop search, yet 37% of users now turn to ChatGPT as a “second brain” for complex tasks.
The 2026 reality isn’t replacement: it’s integration.
This framework outlines six strategic predictions shaping the search landscape and provides actionable tactics for each: building proprietary knowledge graphs, engineering content hubs that satisfy AI sub-intents, and establishing provenance signals that position your brand as a trusted source when agents synthesize answers.
by Gianluca Fiorelli | 6 Dec, 2025 | SEO Resources
The most important strategic shift happening today is not the appearance of AI summaries at the top of search results, nor the rapid rise of conversational interfaces, nor the arrival of autonomous agents able to plan itineraries or select products. The real shift is more fundamental: AI systems have become the intermediaries that decide which brands enter a customer’s field of view.
by Gianluca Fiorelli | 10 Nov, 2025 | Blog, SEO Resources
Most content marketing is disconnected, operating on a “content-for-content’s-sake” model that delivers a high-cost, low-return library of assets. This approach fails to build authority or guide users to conversion.
A successful strategy is not publishing, but “engineering.” It is a deliberate, data-driven process that builds topical authority. It creates a structured, guided path to answer user questions and build trust, which requires a specific 8-task methodology.
