James Dooley speaks with Luis Salahar about how to rank better for AI query fan out queries by focusing on entities rather than just keywords. Luis explains how to define an entity, map its attributes, analyse SERPs and AI interfaces, and structure content to answer more questions than competitors. They discuss new brands, semantic relationships between queries, users and documents, and why third party validation strengthens credibility. The episode outlines a practical framework for improving visibility in AI Overviews, ChatGPT and other LLM driven search environments.