Entity Search, Query Fan-Out, and Practical ML for SEO | Lazarina Stoy

Описание: What happens when search shifts from keywords to entities - and from rankings to relationships?

In this episode of The Search Session, host Gianluca Fiorelli sits down with Lazarina Stoy, marketing consultant and founder of Women in Marketing Bulgaria, to unpack how entity search, semantics, and query fan-out are reshaping modern SEO. They explore why machine learning is often more reliable than generative AI, how unresolved prompt injection limits agentic systems, and where tools like ChatGPT, Claude, and NotebookLM actually fit within professional workflows.

The conversation dives into strategic brand positioning in the AI search era, from entity–attribute analysis and competitor comparison to the role of third-party validation in surfacing brands within Google Knowledge Graph and AI-powered results. They also discuss how to explain knowledge graphs to stakeholders, why context now outweighs keywords, and how ML education empowers SEOs to move from experimentation to confident automation.

A focused, strategic discussion for SEOs navigating the semantic and AI-driven evolution of search.

This is the 51st 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: Lazarina Stoy
02:54 The Resurgence of Entity Search and Semantic SEO
11:42 Machine Learning vs. Generative AI: Choosing the Right Tool
19:34 "Vibe Coding" and Essential Skills for the 2026 SEO
22:32 Buyer Personas in the AI Era
29:16 Digital PR and Fact-Checking in the Knowledge Graph
32:14 Breaking Intent: Understanding "Query Fan-Out"
41:40 Machine Learning Education for SEOs
46:45 Explaining Knowledge Graphs to Stakeholders
54:17 Empowering the Community: Women in Marketing Bulgaria

👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/bl...
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Where to find Lazarina Stoy
LinkedIn:   / lazarinastoy  
X: https://x.com/lazarinastoy
Website: https://lazarinastoy.com/
Website: https://www.mlforseo.com/

Where to find Gianluca Fiorelli
Linkedin:   / gianlucafiorelli  
X: https://x.com/gfiorelli1
Bluesky: https://bsky.app/profile/gfiorelli1.b...
Website: https://iloveseo.net/

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🎙 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...

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