James Dooley speaks with Dan Petravich about how AI has changed link building strategies because machine learning now detects unnatural link patterns more effectively than humans. Dan Petravich explains that traditional guest post tactics fail since predictable link placement creates obvious commercial signals. He describes training AI models to analyse how authoritative sites place links naturally, which allows SEOs to integrate links in ways that mirror real editorial behaviour. They also discuss brand authority, knowledge graph machine IDs and Wikidata, since AI systems such as Gemini rely on recognised entities and grounding sources to assign trust and visibility.

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