Optimizing the New Search: How Relevance Engineering Is Reshaping SEO | Mike King

Is traditional SEO enough in the age of AI-powered search?

In this episode of The Search Session, Gianluca Fiorelli talks with Mike King—the creator of “relevance engineering”—about how AI is reshaping the way we approach search. From building tools that mimicked AI Overviews back in 2020 to redefining what it means to optimize content today, Mike shares how he and his team at iPullRank have been leading the charge.

They dive into how client perceptions around AI have evolved, why visibility now depends on omni media content strategies, and how SEOs must think beyond blog posts to research, white papers, and systems-level thinking. Mike also breaks down the mechanics behind AI Overviews and explores the rise of agentic SEO—modular, automated systems built for the ever-shifting landscape of modern search.

As Mike says, we’re no longer just tweaking websites—we’re building engines for discoverability in the era of AI.

This is the 20th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:

00:22 Meet Our Guest: Mike King
01:11 How SEO Is Treating Mike King in 2025
02:28 Enterprise Clients' Reactions to the Rise of AI in Search
07:41 How SEOs Can Start Learning AI Search
10:31 Relevance Engineering: A New Definition of SEO
14:53 Inside Google’s AI Mode & AI Overviews Architecture
17:57 SEO in the AI Era: Owning More Raffle Tickets
20:21 Chunkable and Multimodal Content Strategy
22:39 The Publishing Industry Under Pressure
26:38 Memorability Over Visibility: The Real SEO Goal
31:06 Context Matters More Than Mentions
33:49 Speculating on the Future of Google Search Features
36:49 The Risks of Filter Bubbles and Cognitive Atrophy
39:24 Agentic Search and Modular Search Architecture
41:56 Why Google Will Still Win the AI Search Race
44:05 Measuring SEO Impact in the Age of AI
46:25 The Fireside Questionnaire

👉 Read the full article and explore additional insights: https://www.advancedwebranking.com/blog/optimizing-new-search-how-relevance-engineering-is-reshaping-seo

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Where to find Mike King
LinkedIn: https://www.linkedin.com/in/michaelkingphilly/
X:https://x.com/iPullRank
Website: https://ipullrank.com/

Where to find Gianluca Fiorelli
Linkedin:https://www.linkedin.com/in/gianlucafiorelli/
X: https://x.com/gfiorelli1
Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social
Website: https://iloveseo.net/
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Made with ❤️by Advanced Web Ranking, the people behind the world's most accurate and longest-standing rank tracker.

Get your free 30-day trial and find your true visibility in organic search for any market: https://www.advancedwebranking.com/

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Видео Optimizing the New Search: How Relevance Engineering Is Reshaping SEO | Mike King канала Advanced Web Ranking