Welcome back to The Search Session. I’m Gianluca Fiorelli, and in this episode, I’m joined by Miracle Inameti-Archibong, an experienced digital marketing leader. We talk about how AI is changing SEO beyond rankings. The focus stays on visibility, trust, and brand presence while keeping people at the center.
The key takeaways we cover in this episode include:
AI as a daily ally: how using it across workflows, not just search, helps SEOs work more efficiently, understand information faster, and adapt to constant change.
Visibility without clicks: SEO must shift from chasing every keyword to building clear, customer-driven, brand-aligned visibility that stands out in AI-powered search.
Brand-aligned SEO: SEO must move beyond silos to align with product, content, and marketing teams in creating customer-focused, technically optimized content that drives real brand visibility.
SEO and social media: understanding real human conversations, trends, and trusted sources is essential to shaping search visibility and brand perception in an AI-influenced ecosystem.
Relationship-first branding: why brands must show up on social media to help, not sell, in order to build trust, advocacy, and lasting visibility.
The future of brand voice: why relying on human spokespeople carries risks, and how AI models may offer a safer, more controllable path to consistent brand representation.
Importance of technical SEO: as data costs rise and LLMs evolve, performance, accessibility, and structured data become critical to visibility and efficiency in the era of AI and agentic search.
SEO mentoring and influence: how senior SEOs can drive strategic impact by aligning with stakeholder KPIs, communicating clearly, mentoring the next generation, and maintaining healthy boundaries.
Enjoy the conversation and learn from Miracle’s practical advice.
Video Chapters
Transcript
Gianluca Fiorelli: Hi, and welcome back to The Search Session! I'm Gianluca Fiorelli, and I'm here, ready to have a very, very good conversation with a wonderful person—with a wonderful name—Miracle.
She works for a well-known brand and agency, and she’s definitely not a “new SEO.” She's quite an experienced SEO—whatever way you define “experienced,” not in terms of age, but in terms of real, true work and so on in SEO.
We also have common friends, all the people of Erudite Agency, and she lives in the UK. And she is Miracle Inameti-Archibong. I hope I pronounced your name correctly.
Miracle Inameti-Archibong: Yes, perfectly, thank you.
Gianluca Fiorelli: How are you doing?
Miracle Inameti-Archibong: I'm good, thank you. And you?
Gianluca Fiorelli: I'm very good, very good! With quite a tight agenda these days, because it’s the end of the year, close to Christmas. All the clients want to close out everything, but at the same time, they already want to kick off all the 2026 work. It’s a bit chaotic. But I’m also looking forward to a little break. I’ll be taking a few days off.
So I need to pack everything into these last few days. But it’s fine. It’s the SEO life. And speaking of SEO, how is SEO treating you lately?
Miracle Inameti-Archibong: It’s good, isn’t it? It’s interesting again, isn’t it? I love change, and I love it when things change. And AI is really shaking us up, so yes, that’s interesting.
How AI Is Reshaping Daily Workflows in Large Organizations
Gianluca Fiorelli: Indeed interesting. And speaking about AI, how are you living, personally, in your daily life, with all this change? I mean, it’s not really new, but it’s exploded substantially in the last 12 months. How are you living through this change?
Miracle Inameti-Archibong: Adapt or die, isn’t it? You adapt or die. And that’s the thing. It’s not about being scared of it or thinking, “Oh my God, this is going to be the end of all.” You just need to get a better understanding of the systems and how you can use them to your advantage. And that’s what I’m doing.
I’m gaining more knowledge, I’m doing training, and I’m just getting a good understanding of what it is and how I can adapt it into my processes and systems, and how it’s evolving SEO.
And marketing, in general, really. And other areas of life. I mean, SEO is just one small section of what you can use AI for. There’s efficiency, there’s building systems, and there are all these other things, aren’t they?
Gianluca Fiorelli: Oh, yes. All the things that are under the surface of what’s usually said or talked about when we speak about SEO and digital marketing in general.
And especially for you, since you’re working for a big company, how is AI maybe helping you in the company’s daily life? Because we usually say that, without speaking of AI in search, but of AI as a tool. Maybe it’s helping you make certain tasks faster or making your workflow smoother—which is especially important in a big company. Is that true?
Miracle Inameti-Archibong: Yes, I use it. For me personally, I would say I use AI as a tool when there’s something I can speed up or something I can do more efficiently. I use it for analysis. I use it to take something and break it into a presentation. I use it to prompt ideas, like, “I want to do a presentation on X, Y, and Z—what are the key topics?” Or, you know, amalgamate large chunks of information and pull out what’s really important. So yes, I use it to rewrite emails, change tones, and digest.
One thing that’s really, really interesting now is that with Gemini—and if you use Gmail—you can connect it to Gmail and say, “Hey, Gmail, tell me what’s the most important message I received today. Summarize it. Are there any actions I need to take? Are there any meetings I need to add to my calendar?” So it’s just making me work more efficiently, really.
Gianluca Fiorelli: Indeed, indeed. I should use it more myself in this way. But surely, it's also helping me with these, let’s call them trivial, working tasks, which are usually the ones that take up the most time, stealing time from the things that really matter.
Miracle Inameti-Archibong: Yes, it’s that “answer engine” perception, isn’t it? Whereas before—let’s say, for example—if I wanted to find out what’s going on… Like, yesterday in the UK—or not yesterday, this week—there was an announcement about changes in tax and all of that, the budget was announced…
Gianluca Fiorelli: Oh, yes, I’ve read about it.
Miracle Inameti-Archibong: … and before, you know, you would’ve had to sit down and watch all of these things, but now you just go to AI and say, “Hey AI, this is what I’ve heard—X, Y, Z. Tell me, how does the latest budget affect me in X, Y, Z if I have…” It’s just those longer-term queries that, before, you had to go to four, five, or six websites to research and understand everything. Now you can just say, “Hey AI, explain this to me like I’m a 5-year-old. What does this mean?”
Gianluca Fiorelli: Yes, and obviously, this is your experience. We should multiply by all the millions of people usually using AI now. How much have you seen this change in behavior when searching affects things like visibility and traffic for your company? And possibly for things you’re seeing outside your company?
Miracle Inameti-Archibong: I think that they hold the industry as a whole. Everyone’s reporting a loss in actual clicks and website visibility. We’ve seen search impressions go up across the board, but everyone’s reporting that they’re seeing actual clicks and visits to websites go down, especially for informational queries. It’s impacting the commercial queries less.
But I mean, now there’s AI Mode as well, where people can say, “Look through all the top websites and tell me the cheapest camera I can buy,” and all those kinds of things. But yes, across the industry, I think it’s called—I saw it on a blog where it was called the Crocodile Effect. Loads of impressions, and the bottom of the funnel is just getting narrower.
Why “More Keywords” is No Longer the Right Strategy
Gianluca Fiorelli: Indeed. So, considering that you’ve experienced—like everyone else—that shift of, “Okay, I’m getting a lot of impressions because, obviously, the content is surfacing more due to AI,” Then the Search Console was somehow influenced by bot traffic, as we discovered it after.
But anyway, you see, “Ok, we are very visible, but the clicks are shrinking, going down.” So one rule could be: “We should be even more visible. By increasing visibility, we can at least compensate for the clicks we’ve lost.”
Do you think that’s the correct way to approach search, as it should be, or not? And the second question: What do you believe is the concept of visibility? Because everything can be “visible,” but you’re visible among 10, 12, or 40 other sources cited by an AI answer. So how can that visibility be outstanding enough to be recognized?
Miracle Inameti-Archibong: Yes, I think with the first part, “Should we still be going after everything? Should we increase visibility, thinking that if we increase visibility, we’ll kind of make up for it?” I don’t think that’s the right approach anymore. I think that was the approach we all took in the old days—before AI—it was like, every keyword that had any kind of decent volume, you should tag it out there and go after everything.
And I think, for me, I would say you need to be a bit more narrow-minded now, and you need to be very highly focused on what it is that you need your customers to know that will drive traffic to your site, rather than just fanning out.
It used to be that everyone just fanned out. Anything that had any kind of search query—you fanned out, you wanted to cover all ground. Whereas now, you need to look inwards and say, “What do I want to be known for? What specifically does the customer expect of me?” And then build around that.
Because before, I would never have searched for, “Hey, what’s the latest tax announcement that may impact X, Y, and Z? I have X, Y, and Z in savings, tell me what to do.”
You can’t optimize for that. Before, I would’ve just searched for something like “latest tax news,” gone to read it, looked at implications for high tax, and that kind of stuff. And the way people search is changing, and so your strategy needs to change in that way. Start with your customers. Go back again.
And I know loads of people say, “Oh, we are going back to the era of brand,” because I mean, what’s happening now is information overload, isn’t it? I think the last time Google was sued, they said they had over 4 billion websites in their index.
There’s just too much information out there. And information is expensive. As well as data centers for these AIs and crawling all of this data—it’s so expensive. So they have to be hyper-focused on who the top leaders are in this space.
And that’s where you should, as a brand or as a business; this is where you’ll stand out. Be hyper-focused on “This is what we do. This is who we are. This is exactly what our customers need to know about us. This is how we’re helping them.” Instead of going after every generic keyword out there.
So I’ll say: less is more. Rather, focus on the things you do, and do them exceptionally well. Be a taught leader. Produce unique information and key facts around that, rather than fanning out and trying to grow visibility everywhere.
Gianluca Fiorelli: That’s a fantastic roadmap, a fantastic setup. I think I totally agree with you. This is substantially what is usually called product-led SEO, which is making SEO around your product. Which can be any kind of product. It can be an informational product if you are, for instance, a publisher. It can be—I don’t know—flowers, if you are selling flowers. And then, product-led is also about your product being your brand. Your brand is your product, substantially.
Breaking Silos: Integrating SEO, Brand, and Product
Gianluca Fiorelli: Brand and branding, usually and obviously, are not in the field of SEO, in the sense that these are things decided above this simple SEO sphere. But how can SEO support brand and branding for visibility?
Miracle Inameti-Archibong: You know, we’ve been saying this for years. None of this is new, is it? None of this is new to marketing. SEO should not sit in silo. And AI has made it even more critical that SEO is not working in silo. That all of the content-producing teams are sitting together and are planning out: what does this look like?
Before, it would be that someone in product would say, “Oh, there is this FAQ thing that this tool does that we need you to write about.” And then the person in SEO would be like, “Oh, there’s no search volume for that; I’m not interested.” And then that would go to the brand team, and the brand team would write it out, and they’d put it there, and no one would optimize it because the SEO team is thinking, “This is not going to give us any visibility. It doesn’t count against my KPI. I don’t care.”
Right now, what we all need to be doing is sitting down in that circle, and then the product, the brand, and everyone says, “You know, I’m speaking to the customer. This is what we look like. This is what we want to do. This is what we want to promote. How do we optimize these things to make sure they gain visibility?”
And the SEO person is saying, “Okay, these are the topics we want to write about. This is what our customers are looking for, and then these are how we can optimize them.”
I’m not saying don’t look at keywords or that none of the visibility stuff matters. You can say, “Okay, how can we then populate these things with the keywords that are out there? How can we make it technically sound? How can we make sure it’s structured better—schemas are better, and it’s all marked up?”
So everyone needs to come back and start working together. But you should start going back to brand. And when I say going back to brand, I mean thinking through that customer lens first. You know, “We spoke to our customer; these are the personas. This is exactly what this person is looking for. These are the key features that we can promote for that person.”
And that’s what we mean when we say SEOs need to work with brand. It’s not this abstract, conceptual idea like, “Oh no, brand is fun, so we need to make everything sound fun.” It’s not that. There is a practical approach to bringing things to life.
Gianluca Fiorelli: Totally, totally. This is sometimes the misconception that many still in our industry have—considering brand and branding as synonyms of “making a campaign,” and then doing a campaign means doing digital PR.
It’s not just that. I like when you cited, very fast, the schema—because the on-page schema organization—that is where SEO should really work on and optimize. This is just a simple example.
The Synergy of Search and Social Media
Gianluca Fiorelli: But coming back to SEO—yes, I agree with you. It’s not new, but it’s even more important to say it now: SEO should not live in a silo. I know that you have written and spoken also about how, for instance, social media—not as messaging, not the part that is clearly for social media marketers—as a search space can be a support in a context—let’s call it—of omnichannel.
So, search is no longer just on Google. It’s not just on ChatGPT either.
As Rand Fishkin recently said, we must think of search like a pinball, where people are bouncing from one surface to another. So, how do you envision the synergy between SEO and social media in this sense?
Miracle Inameti-Archibong: I think it’s really interesting to see the way marketing and search are evolving. People have quickly caught on to the fact that you see an article, and even now, people are trying to gain the AI database and get their content into databases. They find out that “Oh, listicles work,” so we’re going to create 10,000 listicles.
And then the general public becomes distrustful. I am distrustful of all these articles I see. Because I’m like, “Oh, I know a search team might have written this, and how can I trust the data?”
And so we go back to human beings. We want human recommendations, and that’s how search and social continue to grow. Reddit continues to grow, and that’s why you see LLMs like ChatGPT, which I think has the highest citations of Reddit, because we know that human beings crave human data. And we want to see what’s true and what’s real.
And so, going back to that social ecosystem to say, “What are my customers actually speaking about?” And getting real-life interaction and real-life data on what people search and trends, picking that up there first, and then translating it back onto your website.
So it’s that ecosystem, and then taking it back to social media to say, “Okay, I’ve answered that query. I’ve found out what is trending. I’ve found out where the emerging search is.”
Because, especially for bigger companies, where you’ve covered all the depth and breadth, isn’t it? There’s no more, like, say, a static query to kind of optimize for. So you need to go back and see what’s emerging, what’s trending, what people are saying about me, and what I need to do to correct all of these, you know, impressions and perceptions. How can I be there and take control of the narrative, you know, before it expands and gets wide?
More and more people say young people aren’t using search—but that’s evolved, hasn’t it? There are now even more closed systems with chat rooms and Discord rooms, because people are craving this real-life, human data that they can trust and recommendations.
So, even if you are not—as a business—interacting with all these things, you need to make sure that you are monitoring them, you’re using the insights that they are providing, and you are jumping on those narratives before they grow beyond what you can control.
Gianluca Fiorelli: And yes, it’s not an obligation for a brand to interact and to be in every place. For instance, I know of brands that, for them, it’s very natural to be, for instance, on Discord. And usually, they even create their own Discord in order to aggregate all the people using their brand. But for others, no.
But if a brand has the need to interact with users, how can a brand not sound somewhat creepy? Something like an external monolith thing without a face that is interacting with people.
Because sometimes, this is not really SEO, but it’s more like communication. And let’s say communication is something like this: it is essential and can have a reflection in how people will search for you and treat you.
Building Advocacy vs. Selling: Brand Behavior on Socials
Gianluca Fiorelli: So, in your experience working with social media teams eventually, what are the two suggestions you would give to those people who need to have a relationship with customers on social media, to not ruin the perception of a brand?
Miracle Inameti-Archibong: Yes, I would say as a business, you are in all these spaces to be helpful. Remember why these spaces were created. These spaces were created not as a selling platform. They were created to give, you know, people the opportunity to get closer to brands, closer to people, to build interactions, and to build relationships. So I know that, yes, it's expensive to run, and you, you know, you are thinking if someone's asking, “What's the ROI on all those channels?” But as a brand, as a business, first of all, you are in these places to be helpful. And build relationships. And that should be your core focus.
Now, in doing all of these things, you build advocacy. And it’s this advocacy that you build on all of these platforms that gets you the customers who start to advocate for your brand and start to fan out to other people and say, “Hey, buy from this brand because they’re good and because they’re cool.”
Because if you go as a brand yourself and you’re like, “Oh, we’re cool, we’re this, we’re that”, people just instantly—they’re put off, aren’t they? But go and be helpful. Yes, you can be helpful in a fun manner and be helpful in a cool manner, and that’s where branding comes in.
You don’t expect—maybe your doctor’s practice should be helpful in a very practical manner. Like, just be helpful first, and think about, “I am building a relationship first.” Now, in doing those things, you will build a loyal fan base that then becomes advocates for your brand. They will do the selling for you.
I saw a Reddit thread—I think Gymshark had one—and then someone, off the back of that thread, had built a “buy and sell your fairly used Gymshark”. And that was the whole community that has spawned over there, because they are being helpful. So it’s things like that. You want to build advocates. Don’t just go and be like, “Sell, sell, sell, sell.” No. You want to build advocates that will then tell other people, and tell other people, and tell all the people. And that’s how I think these platforms should be used.
Gianluca Fiorelli: And how can brands eventually use, somehow, a spokesperson—if they can have a spokesperson—as their brand voice in this kind of situation?
Miracle Inameti-Archibong: I would say be very careful. I know it's hard these days to hide. Your CEO becomes the face, and we see what happens, you know, with certain CEOs in the stock market when they say one thing, and then they say another thing, and they go.
I would say, with your marketing teams and stuff, you don't want one person to become that spokesperson. Because they’re human beings, something happens, they leave, they’re embroiled in some scandal or the other, and then it becomes a reflection in your industry.
And I think that'll be really interesting to see where AI goes with this. Because we've seen several brands go into partnerships with influencers, and if something happens to the influencer, it reflects negatively on them. I wouldn't be surprised if we see more and more brands do advertising with AI models, and stuff like that—that do no wrong and lose them no money. That becomes the thing that becomes popular in the future.
The Critical Role of Technical SEO for Agentic AI
Gianluca Fiorelli: Yes. Okay. So let’s go back to SEO, pure SEO. And when I say pure SEO, it’s technical SEO. I’m not talking about Google specifically, but we know that models like Chat GPT or Claude, and so on, the classic LLMs—they are not crawlers. So they retrieve the information, and we know they have some kind of limitations or a very specific way of looking at a page, as, for instance, Dan Petrovic quite recently shared publicly.
And so now we also have this baby stemming from AI search, which is agentic search. And agentic search, as we see it already in e-commerce, it’s really pretending a certain grade of sophistication, because we are talking about API, we are talking about using the fine schema, which is not really the schema we are used to using, etc., etc.
So what would you say to all the people who, in the past months, started to dismiss technical SEO because “content is king” and content is what is retrieved by LLMs? How important is technical SEO now?
Miracle Inameti-Archibong: Oh, it’s more important than ever before, isn’t it? Data is expensive, and between two websites, if you are offering the same thing, and you’re both of the same authority, and I can easily retrieve it from the other website because it downloads faster, it’s cheaper for me to crawl it. Even if you’re doing content, content has to be crawled, accessible, retrieved, and all of these things.
Technical SEO is more important than ever before because data is expensive. Remember when we saw the CEO of ChatGPT saying, “Please stop typing ‘please’ and ‘thank you’ into AI”, because it takes so much data to parse all these queries.
So data is expensive, and so you want to make sure that your data is accessible in the fastest, quickest, and easiest manner. Before things evolved into everyone plugging in APIs and everything, I was watching a video someone did of agentic AI, like shopping, and I thought this was going to be like when you ask a question and it gives you an answer in five seconds.
No. It literally clicked through all the links, everything, like a normal human would. It took about half an hour to do this shopping. And I was like, wow, it’s so important now for your website to be accessible. It was using the accessibility code on the website and the area codes, it was clicking links, and then it was getting lost and getting stuck, like a normal human.
So technical SEO is even more important than before, and when agentic AI kind of evolves and becomes the norm across the board, where everyone’s optimizing their websites for this, it’s going to be leaner, quicker, and faster.
I was listening to a podcast with some engineers, and they were saying: Is it easier to build a lean HTML website? And build that like in the days of AMP, where you build something and just feed it to the agent AI so that it can crawl that quicker schema? Or should you be exposing your APIs? And how much all of this cost the APIs, how much is going to cost the security of it all?
So it’s so important now, and it’s going to be even more important as time goes on and everyone begins to harvest all of this data, and it grows more and more expensive.
Gianluca Fiorelli: Yes, and again, when we were talking before about not living in a silo—the relationship with, for instance, developers and all the people on the technical side, both internal and external, etc., etc., becomes even more important. And the communication is even more needed. And for having smoother communication, this means that SEO—even for those who are not, for instance, in my case, not coming from a technological background—needs to grasp, not just grasp, but to understand what they want to do and what must be done, not just relying on what a tool eventually is telling as a result of a crawler.
Miracle Inameti-Archibong: Yes, I did see when Google announced that it was launching the agentic AI shopping with—I think it’s Wayfair or one of these big merchants. It did in the US, and it was using the Google Merchant Center. And I was like, that’s interesting, isn’t it? It’s not just going to crawl or anything, because that’s an already established feed that it can just easily access the information from. So data is so expensive, and I don’t think a lot of people realize how much this is all costing all of these businesses. Especially now that they haven’t found a way to effectively monetize all of these things, they’re going to be looking for, you know, how much savings they can make when accessing all of these websites.
Mentorship in SEO: Growth, Boundaries, and Respect
Gianluca Fiorelli: Yes, indeed. Now, when I was introducing you, I was also saying that, okay, you are a fantastic SEO, you have quite many years of experience, but you also have a facet, which is, for me, very nice and fascinating. You are a mentor, and I wanted to ask you because, when people get older, they usually get grumpier.
How important is it for older marketers—let’s say, in our case, SEOs—to dedicate time to mentor a younger generation? And what is the most rewarding thing that you’ve found doing this kind of job—not call it a job, this kind of activity—and sometimes, what is the most frustrating thing that you think, “Okay, it’s frustrating, but I still want to do it”?
Miracle Inameti-Archibong: I think the most rewarding thing is seeing people grow. Even years after, I’ve worked with some people who had lost their confidence in the job; they were trying to get a promotion, and they had been knocked back. And because a lot of these things are very much time-bound—you’re either doing it for three months, or you have a time—and in that time, they’re working towards just asking for a pay raise in the job they’re in, or trying to ask for a promotion, or getting the promotion in their next reviews. And that’s the whole goal. And they feel so worried about it; they’re not confident enough to put themselves forward.
Years later, you see them again. They get that promotion, and then they go on to get a new job, and then they’re leading teams. So I think that’s so amazing for me—to see people continue to grow and to see how you’ve played a small part in that. You’re not taking credit for anyone’s success, but seeing people grow in confidence and seeing them go out and also mentor other people—it’s very rewarding.
What can be quite challenging in things like this, especially if you are offering your time for free, is that sometimes people are not very respectful of your time, and that's why I say to everyone who's going into mentoring that you need to establish boundaries from the get-go. Don’t wait until there’s a problem in the relationship before you start addressing it.
Right from the get-go, establish your boundaries: “We’re only doing this from this time to this time.” Give the honor to the person to book the time. You know, “We only speak between this time,” “I’m only contactable by email.” That might seem really strict, but the thing is, if you’ve made yourself fully accessible to someone at every time, at any time, then it begins to—you know how busy everyone is—wear you down, and then when you try to establish boundaries later, it can come off as, “Oh, now you’re annoyed with me.” It can create friction. So right from the start of every relationship, establish your boundaries and make sure that they’re clear and that they’re documented. And that way, it’s not awkward when you try to do it later on.
Gianluca Fiorelli: Yes. I did quite a bit of mentoring, not formal mentoring, like being in a group that is organized with the mission of mentoring a specific group of people, or not. I started to know people, and maybe because I’m a consultant, I think I even put mentoring the in-house SEO team as part of my consultancy.
And it’s something that continues even after the conclusion of a commercial relationship with a client. Also, because you create bonds, you become friends. Not always; we must be true. Sometimes, when you have a relationship with a client, you would like to quit the client because you cannot stand the client anymore.
Sometimes it’s like when you were going to school, and you were seeing your professors at school, and they were saying, “You are good, but you have to do this, you have to do that,” and you saw professors getting crazy with some of your fellow people at school.
Why SEOs Rarely Become CMOs—and How That Can Change
Gianluca Fiorelli: And talking about mentoring, how can SEO—especially when you are in a company—mentor and inform in the most successful way the stakeholders, the people who make decisions? And how can SEO be positively considered, apart from reporting, for making some decisions?
Miracle Inameti-Archibong: I would say care about all the departments. We, as SEOs, need to step back and look at what’s going on in the wider team. I think that’s one of the greatest ways. It’s like, what’s going on in the wider team? What are their KPIs? And get the SEO KPIs aligned with their KPIs.
What I call it is building advocacy from other teams. So good teams to be part of the product marketing, the product managers, like the brand team and the social media team—these are all teams that you should be with. Also, the commercial team. Understand what their KPIs are, how they report, and what they are reporting in.
There are some stats that say the average director or so looks at 70 reports a week, and so you kind of get report blindness. Think about how these stakeholders receive information, and think about changing your reporting to suit them. I see—even now that I lead teams—massive, massive reports, and you just have visual fatigue. You are drowning in all of this information.
When you are managing stakeholders, and you’re giving information to stakeholders, it’s not about making you look clever. It’s about giving information in a digestible way that they can understand. If they can’t remember when they need to cite this information in a different place, in a different meeting, they will need the C-suite, as they can't remember it, they can’t communicate it in a way that’s digestible. If you bombard people with information and they don’t understand, nobody wants to look stupid. Nine times out of ten, they’ll just be like raising up their shoulders.
And I said, this is one of the challenges that SEO has, and this is why you see a lot of SEOs don’t become the Chief Marketing Officer, as you see in people in the PPC team. Because it’s like, money in CPA is this, and the output is that. It’s very easy to explain. And you need to simplify, simplify, simplify, and get as many advocates and give them the information—simplify so that it is really simple, so they can turn around and advocate for you.
Gianluca Fiorelli: Yes, indeed. And just a last question about search and SEO. Let's look to the near future. From the things that you perceive are coming, which are the ones that are exciting you the most about the things you see coming?
Miracle Inameti-Archibong: I’ve been saying this since last year, but the kind of synergy between SEO and brand and the kind of contraction of all of those content farms is really exciting. Because people are now focusing on what’s really important to the business rather than just fanning out to everywhere. That's really exciting.
I have seen—and I don't know if this will change with agent AI—accessibility is becoming more and more important. I've always been a massive advocate for accessibility, so anything that makes people pay attention to it, that's really, really, really exciting for me. And yes, I think those are the things that I'm really excited about—how the industry is evolving.
Gianluca Fiorelli: Yes, surely. And in this sense, maybe AI, in more generic terms, is obliging us—not only we SEOs, but all the people working for a brand in a company or agency, or even me, as a consultant—to reconsider everything. To say, “Okay, these things of the past cannot be done anymore because they're not useful. These things of the past are still very useful, and we should have them as our legacy in this new world.”
And there are these new things that need to be consolidated, like you said: more collaboration, working together, and establishing common KPIs that each department can contribute to. So these are surely the most exciting things in general terms.
Beyond the Bio: Miracle Inameti-Archibong
Gianluca Fiorelli: And I want to ask you something more personal, so people can get to know you even better. You are living in the UK, but you are from Nigeria. You've been living in the UK for many years. So what do you miss from your country?
Miracle Inameti-Archibong: Family, especially this time. Family is what I miss the most. As a migrant, there’s nothing else that I would say. Because you can get the food here, you can get, you know, we’re a global nation, you can get anything anywhere.
Gianluca Fiorelli: Oh, yes.
Miracle Inameti-Archibong: But family is the thing I miss the most. My mom’s siblings all immigrated. And I used to see my cousins when I was quite little. And then they live in the US, and then we don’t see them anymore.
Gianluca Fiorelli: Yes, substantially, they scattered the family around the world.
Miracle Inameti-Archibong: You just have family. And that’s my greatest fear—that my children and my siblings’ children will not be close because we’re all scattered on different continents in the world. I have siblings in Australia. So I think that family’s the thing I kind of miss the most. The ability to just be like, “I’m popping out, you go to your cousin’s house, you go to your grandparents’ house and stay.” I miss that a lot.
Gianluca Fiorelli: And is there maybe something, like sensorial things? Like for instance, in my case—it’s not the same because I’m Italian living in Spain for almost 20 years—but there are things like, I don’t know, the smell of that bakery, for instance, that I was going to every morning for my breakfast in Rome. And whenever I go to Rome, I try to visit that bakery again. Not so much for the thing itself, but also because of that sensorial memory that it brings me back. Is there something like this for you?
Miracle Inameti-Archibong: I think fresh bread. When I lived in Nigeria, it was only fresh bread. You bought bread from the bakery in the morning, and it was fresh. It was hot. It was so soft.
Gianluca Fiorelli: When it’s melting in your hand.
Miracle Inameti-Archibong: Yes! I don't eat bread in the UK. I just can't get on board with it. It's not soft. It's been on the shelf for four days.
Gianluca Fiorelli: Yes.
Miracle Inameti-Archibong: So I’ve stopped eating bread because it just can't match that feeling of fresh bread from the bakery. And my mom used to bake as well, so we always had something smelling good coming out of the oven. I think I miss that. I miss that a lot. And because of that, I don't really eat bread here.
Gianluca Fiorelli: Thank you, Miracle. It was a really great pleasure and an honor to have you as my guest here at The Search Session. I hope to have another occasion, maybe in the future. So let’s make this promise: to see each other again in the future.
Miracle Inameti-Archibong: I hope so too, and thank you for having me.
Gianluca Fiorelli: You are welcome. And thank you to all of you for also being my guests here and having the patience to listen to me and the great opportunity to listen to Miracle. Remember to ring the bell to be notified of new episodes, and subscribe to the channel. Thank you.
Podcast Host
Gianluca Fiorelli
With almost 20 years of experience in web marketing, Gianluca Fiorelli is a Strategic and International SEO Consultant who helps businesses improve their visibility and performance on organic search. Gianluca collaborated with clients from various industries and regions, such as Glassdoor, Idealista, Rastreator.com, Outsystems, Chess.com, SIXT Ride, Vegetables by Bayer, Visit California, Gamepix, James Edition and many others.
A very active member of the SEO community, Gianluca daily shares his insights and best practices on SEO, content, Search marketing strategy and the evolution of Search on social media channels such as X, Bluesky and LinkedIn and through the blog on his website: IloveSEO.net.
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