In this episode, James Dooley sits down with Luis Zalifa Herado to break down exactly how to rank better for AI query fan-out — the expanding web of follow-up searches and trust checks that Google and LLM-powered interfaces generate when people research a person, brand, or company. Luis explains why modern search is shifting from keywords to entities and attributes, and how to map fan-out queries by analyzing multiple interfaces (Google SERPs, AI Mode, ChatGPT, Perplexity) and following the “rabbit hole” of related searches to uncover the questions users and machines actually care about