Rethinking SEO Structure: Entities, Internal Links, and Topic Hubs | Dixon Jones

Mar 23, 2026

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What does it really take to build authority in an AI-driven search landscape?

In this episode of The Search Session, Gianluca Fiorelli sits down with SEO veteran Dixon Jones to unpack how semantic context, entities, and topical authority shape modern search. From the evolution of Majestic’s Topical Trust Flow to tools like InLinks, the conversation dives into how structured data, internal linking, and topic hubs help machines truly understand your brand.

They explore the concept of a business’s “entity DNA,” the role of schema as a shared language across the web, and how to identify gaps between what your site says and what AI actually knows about you. The episode also tackles why many brands still miss the mark on building strong topic hubs—and what it takes to establish real credibility before even thinking about launching SEO tools.

A sharp, insight-packed discussion for anyone looking to stay relevant as search continues to evolve.

This is the 55th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh

Here's what you'll learn in this episode:

(00:07) Meet Our Guest: Dixon Jones
(02:56) The Genesis of Entity SEO: Being Scared of Bill Slawski
(07:52) Digital DNA: Internal Linking as a Knowledge Graph
(11:21) What SEOs Should Own in the Brand Conversation
(16:17) Schema as a Thinking Tool, Not Just a Technical Signal
(21:12) Measuring What AI Knows About You
(24:45) Visibility Gap Analysis and Prompt Tracking
(33:52) When AI Gets It Wrong: The Hidden Risk of Bad Training Data
(35:54) The Maybelline Pattern: Why Even Big Brands Fail at Topical Hubs
(38:25) Internal Linking Is Still the Most Underrated Weapon in SEO
(41:41) Advice for the Next Generation of Tool Builders

👉 Read the full article and explore additional insights:

https://www.advancedwebranking.com/blog/rethinking-seo-structure-entities-internal-links-topic-hubs

Where to find Dixon Jones

LinkedIn: https://www.linkedin.com/in/dixonjones/
X: https://x.com/Dixon_Jones
Website: https://dixonjones.com/

Where to find Gianluca Fiorelli

Linkedin: https://www.linkedin.com/in/gianlucafiorelli/
X: https://x.com/gfiorelli1
Bluesky: https://bsky.app/profile/gfiorelli1.bsky.social
Website: https://iloveseo.net/

🎙 Listen to The Search Session on your favorite platform:

YouTube: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh
Spotify: https://open.spotify.com/show/1FzI5qwHtIndtiibZWiroS
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-search-session/id1796043201

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