About Gianluca Fiorelli
Gianluca Fiorelli is a strategic, international SEO and AI Search consultant with almost 20 years of experience in web marketing.
He works with businesses to improve organic search visibility and performance by aligning strategy with user intent and customer journeys. Over the course of his career, he has worked with a wide range of brands, including Glassdoor, Idealista, Rastreator.com, SIXT,
Chess.com and Visit California.
A passionate public speaker, Gianluca has shared his expertise at leading conferences around the world, including MozCon, SMX, Pubcon, BrightonSEO, International Search Summit and Digital Olympus, and now HiveMCR.
Very active on LinkedIn and X, Gianluca regularly shares insights on SEO, AI Search, semantics, content, and search marketing strategy.
He is also the host of the videopodcast series The Search Session.
Talk details
The Architecture of Authority
An 8-Task (+1) Workflow for Engineering a High-Performance Content Hub
Stop operating under a content-for-content’s-sake model.
This session moves beyond publishing and into content engineering. You’ll be introduced to The Architecture of Authority — a structured 8-task (+1) workflow designed to build topical authority, trust, and long-term visibility.
You’ll learn how to treat content as architecture: a guided system built around a defined audience and real search intent. The framework shows how to create content hubs that support users across their journey and perform in both traditional search and AI-driven discovery.
Key takeaways
The 360-Degree Audit: Identify trust liabilities and expertise gaps by analysing the wider search ecosystem — not just keywords.
Mapping Intent & Journeys: Map content to Google’s micro-moments (know, do, go, buy) and use strategic internal linking to guide users through the funnel.
The Human Layer: Align content format and tone of voice with SERP insights and user sentiment to stand out.
Authority Activation: Understand the “Plus One” task — amplification strategies that help content win in an AI-driven search landscape.
