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:  https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh 

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

• (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/blog/news-content-ai-multimodal-search 

Where to find Louisa Frahm

• LinkedIn: https://www.linkedin.com/in/louisa-frahm-67710922/ 
• X: https://x.com/mizlouisa720 
• Website: https://www.frahmfocus.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/ 

🎙 Listen to The Search Session on your favorite platform:

• YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh  
• Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS  
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201 

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