Creating News Content That Stands Out in AI and Multimodal Search | Louisa Frahm

What happens when search stops being about clicks and starts being about stories, formats, and trusted sources? In this episode of The Search Session, Gianluca Fiorelli talks with search and AI consultant Louisa Frahm about the changing relationship between SEO, content, and AI search. They explore how to choose the right format for a story, create evergreen content that remains useful in AI-driven search, and navigate Google’s evolving approach to news, Top Stories, and preferred sources. The conversation also goes inside the newsroom, examining how SEOs and journalists can build trust and collaborate more effectively. Along the way, Louisa and Gianluca discuss what original movies can teach brands about creativity and calculated risks—and why mentorship is always a two-way learning experience. This is the 82nd episode of:    • The Search Session - Unlocking the Future ...   Here's what you'll learn in this episode: 00:00 Intro 00:07 Meet Our Guest: Louisa Frahm 04:59 Why Multimodal Search Changes the Content Strategy 09:07 What ESPN Taught Us About Content Formats 14:47 Why Simple Content Can Still Be Powerful 18:02 The New Role of Evergreen and Informational Content 24:47 Building Trust Between SEOs and Journalists 31:57 How AI Is Changing News SEO 36:06 Personalization and the Direct Relationship With Audiences 41:57 Why Technical SEO Matters More When Attention Is Scarce 44:43 What Backrooms Teaches Us About Standing Out 54:08 Calculated Risks, Original Ideas, and Information Gain 59:06 What Mentoring Teaches the Mentor 👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/bl... ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ Where to find Louisa Frahm LinkedIn:   / louisa-frahm-67710922   X: https://x.com/mizlouisa720 Website: https://www.frahmfocus.com/ Where to find Gianluca Fiorelli Linkedin:   / gianlucafiorelli   X: https://x.com/gfiorelli1 Bluesky: https://bsky.app/profile/gfiorelli1.b... Website: https://iloveseo.net/ ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 🎙 Listen to The Search Session on your favorite platform: YouTube:    • The Search Session - Unlocking the Future ...   Spotify: https://open.spotify.com/show/1FzI5qw... Apple Podcasts: https://podcasts.apple.com/us/podcast... ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker. Get your free 7-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/ Be sure to subscribe for more actionable marketing and SEO tutorials: / @advancedwebranking