In this episode, James Dooley sits down with Luis Salazar Jurado to break down why entity brand SEO matters more than ever in 2026. Luis explains how Google’s Knowledge Graph works, why a KGM ID is the real marker of being a recognised entity, and how consistent third party corroboration builds trust at scale. The conversation covers JSON-LD schema as the fastest machine-readable way to reduce disambiguation, plus why branding, backlinks, and omnipresence now act as confidence signals for both Google rankings and AI interfaces. If brand searches are weak, entity signals are messy, and your data is inconsistent, Google cannot trust you, which directly limits visibility across organic results and AI Overviews.

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