James Dooley speaks with Luis Salazar Jurado about how to rank for AI query fan out queries as search moves beyond keywords and towards entities. Luis explains how Google and LLMs gather, structure, and expand information across multiple interfaces including AI Overviews, AI Mode, and voice search. They break down how to define an entity, map its attributes, analyse SERPs, and reverse engineer related searches to uncover hidden query expansion paths. The discussion also covers brand new entities with no search demand, how structured on-site content creates the first semantic relationships, and why third party corroboration is critical to avoid becoming an isolated entity. The episode provides a clear, practical framework for building visibility, trust, and relevance in AI-driven search systems.

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