James Dooley speaks with Luis Salazar Jurado about whether branded clicks directly influence query augmentation and query fan out. They explain how branded search behaviour, misspellings, brand plus product searches, promotions, reviews, and third party discussions all feed search engines and LLMs with richer brand data. The conversation explores how users, documents, and queries work together, why branded clicks accelerate trust, and how reviews, forums, and reputation management expand semantic coverage. Real examples show how controlling branded narratives can turn negative sentiment into ranking and visibility gains across Google and AI driven search results.