In this episode of the FatRank Podcast, James Dooley is joined by Luis Salafar Herado to discuss why entity SEO is becoming central to search rankings and how Google now evaluates brands beyond traditional on-page optimisation. The conversation explains that modern search engines are no longer just analysing pages and keywords but attempting to understand real-world things, meaning businesses must clearly communicate who they are, what they do, and who they serve across the entire internet.