"E-Commerce Has Least of All to Fear": Gianluca Fiorelli on AI in SEO

In this interview, Ranking Raccoon talked to Gianluca Fiorelli, Founder at ILoveSEO who’s been helping brands navigate the world of search for 20+ years.

Is AI the death of SEO, or could it actually be a secret weapon? How can eCommerce brands use AI to deliver personalized shopping experiences and smarter product recommendations? And why are branded searches so crucial for SaaS companies looking to win big?

We’ll break it all down for you. Let’s dive in!

On the Future of SEO in an AI-Driven World

Ranking Raccoon: Some say that SEO will die soon because of AI. Others disagree. What's your take, and how can brands adapt to these changes to maintain visibility in search results?

Gianluca Fiorelli: I’m in the second group. AI may kill certain SEO aspects, but not SEO as such.

For years, I haven’t thought of SEO as simply “search engine optimization.” Instead, I see it as search experience optimization. The goal is to improve your organic visibility throughout the user’s search journey — be it on traditional search engines, platforms like Perplexity, or AI Overviews.

To Gianluca, SEO means much more than search engine optimization

I’m not a fan of endless spreadsheets with keyword research. They're useless, because even if we dig up millions of keywords, they’re just a tiny part of all the keywords that a website could possibly rank for.

"Instead, I focus on understanding what a business stands for and the topics it covers at different stages of a search journey. This means using tools like semantic research and taxonomies to build a strong site structure and create meaningful content."

Done right, this approach doesn’t just help you rank for primary keywords—it makes your site visible for thousands of related queries you didn’t even target.

So i don’t think that AI will affect SEO. It will make it more efficient. AI is not only environment - it’s also a tool.

With AI, we can automate repetitive tasks — like generating structured data or analyzing large datasets—and spend more time on high-value work like strategy and insights.

On How AI Can Enhance E-Commerce SEO

RR: Given that AI starts dominating the search scene, how can ecommerce and tech brands adapt to it and win?

Gianluca Fiorelli: I think that for e-commerce, AI is in fact a powerful ally.

AI makes personalization smarter and improves product recommendations. Instead of generic suggestions, AI can track how someone navigates your site and recommend products in a way that feels tailored. For instance, if someone is searching for glasses, AI can suggest complementary products more effectively than the outdated methods we use now.

AI can also help you with programmatic SEO. By combining structured data with your database, you can use AI to generate product descriptions that reflect your brand’s tone. And surely, you’ll save hours of manual work.

As Gianluca points out, AI gives ecommerce sites a lot of opportunities to get visible

Read more: E-commerce Link-Building: How do You Make it Work? [A 2025 Guide]

On SEO for SaaS and Tech Businesses

Gianluca: For SaaS and tech companies, SEO isn’t really about ranking for generic keywords.

For them, SEO is about earning visibility for branded searches that are generated by other channels. By branded searches, I mean not just the company name but combinations like “[brand name] + [product or service category].” For example, “Hubspot marketing platform”, “Usercentrics consent management platform”, and so on.

RR: So SaaS brands should make brand awareness their priority.

Gianluca: And use SEO as a brand awareness tool. In the archeological time of SEO, we used to say that you should optimize the title tag and the meta description, because both elements are the first things people see on your site.

When it comes to the copy, don't overoptimize for search engines. Keyword stuffing is a big no-no. Don't write something like “keyword one”, “keyword two”, “keyword three”. It might help you rank a little better, but will not really drive clicks.

SaaS SEO is about being present at every stage of the funnel. Whether it’s educational content for people exploring solutions or conversion-driven pages for those ready to act, the focus isn’t on millions of visits.

"It’s about building brand recognition and staying top of mind. You may get less traffic, but these users will be 1000 times more engaged and will convert better.

Even if AI platforms don’t drive direct clicks, being mentioned repeatedly makes people remember your brand. Over time, users will start actively searching for your brand, and those searches are far more likely to convert."

On Optimizing for AI-Driven Search

RR: But how do I get my site mentioned by ChatGPT or other AI tools in the first place?

Gianluca: Well, unfortunately, it depends a lot on what type of answer the machine AI decides to use. Platforms like ChatGPT and Google Gemini are changing how information is surfaced. These platforms rely on vast document databases but also pull real-time data when freshness matters.

To maximise your chances of getting featured by AI, you need to:

• Nail technical SEO. Websites must be accessible even in environments where JavaScript isn’t fully rendered. Think of it like Google in 2010—if your site relies on JavaScript without a fallback, a lot of your content might not be visible.
• Create meaningful content with semantics in mind. Use natural language and include relevant terminology. Say, if you’re writing about link building, you should talk about things like “link graphs,” “domain authority,” and “digital PR.” The more your content aligns with these topics, the more likely AI will see it as authoritative.
• Get cited and linked to by reputable websites. Even if AI doesn’t cite your content directly, it might cite a source that refers to your site.

Read more: Link-Building for SaaS: The Big Guide for 2025

Plus, we should not forget that people don’t just perform search on one platform. They might start on YouTube and then go on Google, then go to a forum and then to another one.

On the Role of Videos for SEO

RR: Since you mentioned YouTube, can videos help e-commerce and tech brands stand out?

Gianluca: Totally. Visual and audiovisual search — particularly on platforms like YouTube — is getting more and more important.

While it’s a cliché to say YouTube is the second most-used search engine, it’s actually true. Short-form content, like YouTube Shorts, has exploded in popularity and can be repurposed across multiple platforms.

Video content is gaining momentum - and SEOs can use it to their advantage

"YouTube is also great for building a community. As you know, blogs don’t bear a social community nature anymore. By contrast, YouTube channels, especially if they post engaging, high-quality videos, encourage people to subscribe, return to your channel, and interact with your brands."

For SaaS companies, Youtube is perfect for tutorials, expert interviews, or quick tips. The beauty of video is its versatility. You can repurpose it into blog posts, social media threads, or bite-sized clips for TikTok, Instagram, or Facebook. It’s a powerhouse for boosting SEO and driving visibility.

RR: Thank you so much for the great chat Gianluca! Here's to making the most out of AI advances.