Entities vs. keywords in current Google search

Enterprise brands face fragmented search behavior across multiple AI-powered platforms. Daniel Horowitz, SEO strategist at Informatica, explains how brands must establish topical authority across Google AI mode, ChatGPT search, and social discovery platforms to capture modern search intent. The discussion covers strategic positioning for synthetic queries, optimizing for AI overview inclusion, and building semantic relationships through advanced internal linking structures that support entity-based content clusters rather than traditional keyword groupings.

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