Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Are content clusters built around entity relationships rather than keywords?
Sep 20, 2025
Daniel Horowitz, SEO strategist at Informatica with expertise in semantic relationships and structured data. He explores whether content clusters should center on entities instead of keywords. The conversation covers AI crawlers, optimizing for AI-generated overviews, and using advanced internal linking to build semantic relationships and topical authority across AI and social platforms.
AI Snips
Chapters
Transcript
Episode notes
Entities Will Grow In Importance
- Entity relationships are becoming more important as AI crawlers build semantic connections beyond exact keywords.
- Daniel Horowitz says entities, schema, and author pages will matter more as AI improves content understanding.
Exact Phrases Still Affect Results
- Exact keyword phrasing still influences traditional Google search results and can yield different outcomes.
- Horowitz notes similar queries like "best" versus "top" coffee shops in Denver can produce different results today.
Informatica's On-Prem To Cloud Example
- Informatica experienced a product identity issue when moving customers from on-prem to cloud.
- Daniel Horowitz used structured data to prevent old on-premises content from overshadowing the cloud offering.