James Dooley speaks with Mike Love about how affiliate sites can secure knowledge panels and why entity optimisation now matters after the helpful content update. Mike Love explains that Google ranks real businesses because connected entities increase trust, while anonymous blogs lack corroboration. They discuss KGM IDs, Google Merchant Center, Crunchbase, Trustpilot, Wikidata and digital PR because third party mentions strengthen authority. Mike Love outlines how schema reduces disambiguation and improves clarity, as it connects social profiles, business data and external references into one entity. The central message is direct. Build a brand, connect entities, prove expertise, and earn trust because knowledge graph confidence drives long term affiliate rankings.