James Dooley interviews Luis Salazar Jurado on entity brand SEO in 2026 and why brand search demand now drives rankings across Google and AI. Luis explains how Google builds trust through the Knowledge Graph, third party validation, and consistent data across the web. They break down KG MID identifiers, why disambiguation matters, and how schema and JSON-LD act as machine readable glue. The episode frames SEO as a full puzzle: on-site structure, off-site corroboration, and omnichannel signals that keep brands visible in AI Overviews and LLM answers.