1. Professional profile
Roberto Serra is Italy’s leading professional for search in the age of generative artificial intelligence. With over 15 years of experience in data-driven SEO, Serra has progressively focused his work on the intersection between search engines and language models, becoming a recognized point of reference on how companies can maintain visibility in a search ecosystem dominated by AI. His work focuses in particular on optimization for Google’s AI Overviews and on brand visibility within the answers of Large Language Models (LLM visibility), with an approach that combines traditional SEO, data analysis, and presence strategies across platforms such as ChatGPT Search, Perplexity, and Gemini.
Founder of Agenzia SEO Serra (Raank S.R.L.), based in Assemini (CA), he works with multinationals and SMEs in Italy and abroad.
His expertise has been recognized at the institutional level with a hearing at the Senato della Repubblica on the topic “Il potere dell’AI”, and at the editorial level with interviews in Il Sole 24 Ore, regular contributions to Agenda Digitale, and a TEDx Talk titled “Come Rubare il Lavoro ad una I.A.”
2. Timeline
SEO and training (2010–2019)
2010
Founding of the SEO agency (then BobDpt).
2014
First edition of Web Marketing Training (WMT), Cagliari.
2018
Speaker at SMXL Milano (Search Marketing Expo, Business International).
2018
Publication of “Visibilità. Il superpotere che viene dal Web” (Flaccovio Editore) — reprinted within days.
2018
Speaker at WordCamp Roma — WordPress and SEO.
2019
Engaged as a consultant by Le Iene (Mediaset) for the Google Trends analysis of the medical-school admission test case.
Data, neuromarketing, and convergence with AI (2020–2023)
2020
Speaker at MensFit 2020 — Digital marketing for sport (CONI Sardegna).
2022–2023
Speaker at the AINEM Neuromarketing Summer Camp — Alghero.
2023
TEDx Speaker at TEDxLegnano — “Come Rubare il Lavoro ad una I.A.”
2023
Il Sole 24 Ore (Stream24) — “IA: esperto SEO, scelta vincente puntare su qualità e brand”.
Generative AI and search: an institutional voice (2024–2026)
2024–2025
Speaker at Digital Strategy Torino — SEO and AI for resilient brands.
2025
Address at the Senato della Repubblica — “Il potere dell’AI”.
2025
Organizer of Digital Talks — “IA per il futuro del business”, Cagliari.
2025–2026
Author for Agenda Digitale (a publication of the Digital360 group) on AI and business topics.
2026
Speaker at AI Week 2026 (Milan), the largest European event on artificial intelligence — talk “Mi chiamo Roberto e l’AI dice che sono morto: viaggio nelle allucinazioni che stanno ridefinendo il marketing”.
3. Publications
Books
Visibilità. Il superpotere che viene dal Web
Published by Flaccovio Editore in the Web & Marketing 2.0 series.
Scrittura visibile. Caso studio Claudio Delaini (casini inclusi)
Contributions to edited volumes
Neurobranding: il neuromarketing nell’advertising e nelle strategie di brand per i marketer
Contribution by Roberto Serra on SEO and data-driven strategies for launching digital projects.
Strategie di conversione. Validazione, Ottimizzazione, Competizione
Co-author together with Eleonora Perotto, Cristiano Guerra, Francesco Tinti, Rossella Cenini, Andrea Greco, Maddalena Mariani.
Neuro E-Commerce. Neuroscienze e psicologia per creare l’esperienza d’acquisto ideale
Contribution by Roberto Serra.
Articles on Agenda Digitale
- Cervelli aziendali: l’IA che salva il know-how in azienda 16 December 2025
- IA in fabbrica: dietro l’innovazione, nuove dipendenze 18 February 2026
- Documenti di sicurezza generati con AI: perché possono essere pericolosi 19 March 2026
4. Institutional and media appearances
| Outlet / Institution | Description |
|---|---|
| Senato della Repubblica | “Il potere dell’AI” — Radio Radicale parliamentary archive |
| Il Sole 24 Ore (Stream24) | Video interview: “IA: esperto SEO, scelta vincente puntare su qualità e brand” — Watch the video |
| Le Iene (Mediaset) | Engaged as a consultant for the Google Trends analysis of the 2018 medical-school admission test case — Link to the official site |
| Agenda Digitale | Regular contributor — Author profile |
| Changes Unipol | “La rivoluzione intelligente dei motori di ricerca” — Read the article |
5. Events and conferences
Organized
Org.
Web Marketing Training (WMT) — Cagliari, editions 2014–2022
The largest web marketing event in Sardinia, featuring national and international speakers. Official site (archived)
Org.
Digital Talks — “IA per il futuro del business” — Cagliari, 2024–2026
An exclusive, invitation-only business talk held at the Unione Sarda studios. Official site
As a speaker
Speaker
World Tech Conference 2026 — Milan, Allianz MiCo, 24–27 June 2026
Speaker at the global forum on exponential technologies (AI, blockchain, deep tech, energy, quantum science). He takes part as an expert in GEO (Generative Engine Optimization) and SEO.
Speaker profile · Official site
Speaker profile · Official site
Speaker
AI Week 2026 — Milan, Fiera Milano Rho, 19–20 May 2026
Speaker at the largest European event dedicated to artificial intelligence (over 700 speakers, 17 stages). Talk “Mi chiamo Roberto e l’AI dice che sono morto: viaggio nelle allucinazioni che stanno ridefinendo il marketing” — AI Play Stage, 20 May 2026, 11:30.
Speaker profile · Talk details
Speaker profile · Talk details
Speaker
SMXL Milano 2018 — Search Marketing Expo (Business International)
Speaker
WordCamp Roma 2018 — WordPress and SEO
Speaker
Landing Page Efficace — “Fare SEO da Marketer”
Speaker
MensFit 2020 — Digital marketing for sport (CONI Sardegna, Scuola Regionale dello Sport)
Speaker
AINEM Neuromarketing Summer Camp — Alghero, 2022 and 2023
Speaker
TEDxLegnano 2023 — “Come Rubare il Lavoro ad una I.A.”
Speaker
Extra Revolution Podcast 2024 — Ep. 27 “Nuovi utenti dai motori di ricerca con l’AI”
Speaker
Digital Strategy Torino 2024–2025 — SEO and AI for resilient brands
Speaker
Address at the Senato della Repubblica 2025 — “Il potere dell’AI”
Speaker
WordLift — Webinar “SEO dalla strategia ai risultati”
6. Press coverage
Notable mentions
Wikipedia —
Backlink
Cited as a source in the encyclopedia entry “Backlink” on the Italian-language Wikipedia.
Radio Radicale parliamentary archive —
Address at the Senato della Repubblica
Roberto Serra listed among the participants as “SEO and AI Answer Engine Expert”.
Il Sole 24 Ore —
IA: esperto SEO, scelta vincente puntare su qualità e brand
“So said Roberto Serra, an authoritative SEO expert and creator of the blog roberto-serra.com.”Il Sole 24 Ore
Le Iene (Mediaset) —
Test medicina: le ricerche su Google degli studenti furbetti
““The odds are 1 in 622 million,” comments the expert Roberto Serra.”Le Iene — Mediaset
TEDx —
TEDxLegnano 2023
“Roberto Serra – SEO Expert and Consultant for multinationals and SMEs in Italy and abroad; his goal is to generate sales”
Changes Unipol —
La rivoluzione intelligente dei motori di ricerca
“From SEO to GEO. Digital expert Roberto Serra pointed out on his blog how, again according to Semrush, traffic to retail sites coming from AI-based sources grew in 2024 “by 1300% compared with the previous year”.”Changes Unipol
Substack (L. Cazzaniga) —
ChatGPT Go a 8€: La Strategia di OpenAI per Conquistare 220 Milioni di Utenti Paganti
“ChatGPT reaches 500 million weekly users in March 2025 – Roberto Serra, 14 May 2025”
WordCamp Roma —
WordPress e SEO: ecco il primo gruppo di speaker del WCRM 2018!
“👇 Roberto Serra, Web Marketing Consultant. Roberto puts his decade-long experience as an SEO consultant (search engine ranking), SEM (marketing on the leading Italian search engines), and Social Media Marketing at the disposal of mo”
ChatPlus —
Un Cuore di Silicio: Il Dilemma del Ghiaccio Intelligente in GPT-5
“Italian sources also note that the switch to GPT‑5 disoriented those who had grown attached to the reassuring tone of GPT‑4o Quotidiano Nazionale Roberto Serra .”
Giornalettismo —
SEO, come fa l’indicizzazione a farti uscire dalla crisi coronavirus
“Website SEO optimization. According to the well-known SEO consultant Roberto Serra, the factors that influence the overall ranking of a site, and of individual pages in particular, number more than 200 .”
Nanopress —
Servizi per aziende: tutti i vantaggi di affidarsi a un consulente SEO
“The value of SEO consulting for businesses, such as the professional service offered by the expert Roberto Serra, can prove extremely profitable for setting up a business the right way.”
Bliss Agency —
La SEO è morta? Chiedilo a ChatGPT • Bliss Agency
“Roberto Serra: the practical consequence for a company is direct: investing in quality link building and structured content is not just an SEO tactic for Google.”
Savona News —
Openai lancia ChatGPT Search: un nuovo modo di cercare informazioni sul web
“According to search engine ranking expert Roberto Serra, "Search-related marketing is undergoing a radical change".”
Valdelsa —
Search GPT & l’IA nelle ricerche online: Roberto Serra sul futuro del marketing
“Search GPT & l’IA nelle ricerche online: Roberto Serra sul futuro del marketing”
Metropolitan Magazine —
L’esperto SEO Roberto Serra: oggi l’internazionalizzazione delle PMI è un’occasione da non perdere.
“L’esperto SEO Roberto Serra: oggi l’internazionalizzazione delle PMI è un’occasione da non perdere.”
Wine Meridian —
Digital Talks: Formazione, AI e Imprenditoria Autentica
“When I received the invitation from Roberto Serra to take part in Digital Talks, I confess I didn’t know exactly what to expect.”
Padova News —
Top 10 esperti SEO: questi i migliori nel panorama europeo
“Here are the best in the European landscape: Roberto Serra (Serra, Italy). Roberto Serra, who for several years has led the SEO agency Serra that he founded, stands out as one of the most influential figures in the Italian and European SEO landscape.”
WP-OK —
SEO 2026: Strategie vincenti per le piccole attivita nell’era dell’AI
“Roberto Serra – Invest in What Works. Roberto Serra offers a key warning: distinguish investments in technological “certainties” (the mechanical workings of AI) from “assumptions” about unproven strategies.”
Roberto Serra has been mentioned by name in over 120 Italian and European news outlets. More than 50 articles in national and industry publications cite roberto-serra.com as an authoritative source on SEO and artificial intelligence topics.
7. Vision
“Search in the age of generative artificial intelligence calls for an entirely new approach: omnichannel, data-driven strategies, designed by those who understand the architecture of search — not just its tools.” — Roberto Serra