James Dooley: Hi, today I'm joined with Luis Zalifa Herado and today's topic is how to rank better for AI query fan out queries.

Luis Salahar: Hi everybody. Thanks James for having me. Let's jump on in.

James Dooley: So let's jump straight into it. How do you rank better for AI query fan out?

Luis Salahar: Firstly, you have to define the entity you want to rank for. Let's define entity. An entity could be an organization, a person, a thing, anything on the internet. And then you have to find the right attributes for that entity because the game just ranking for keywords no longer works that well. Now Google ranks entities and then you have to structure the content in order to answer the question related to that entity.

So let's use example James Dooley. Let's say you want to ask Google a question about James Dooley and Google is going to give you the answer. You can request James Dooley age and then Google is going to gather all the information they have across the internet and going to give you the answer. But the answer could be a snippet, could be in AI overview. It depends on how the user triggered the query. It depends on the interface the user use. It could be voice search, could be text, it could be AI mode, it could be anything. And then Google is going to get again all that information. And the one which is easily structured to answer that question, what is James Dooley's age, is going to come up on top probably.

So how to rank better for query fan out in AI it's very simple. You trigger bunch of questions or queries on Google and then you analyze the SERPs, analyze how the data is structured and which content serve that answer and all you have to do is to come up with a better structure by the organization to cover more attributes about the entity and to answer more questions about that entity than your competitors. That would be a summary of how you can do it.

James Dooley: So with regards to query fan out is there a way of knowing if I was to search for me when I started looking into it further let's say I was to say is fat rank legitimate or is fat rank a good company. What I started to realize was the query fan out terms was like fat rank reviews, fat rank testimonials and it was all different attributes or all different ways of trying to expand upon how do you determine whether they are a safe company to work for, whether they're legitimate. Is there a way of knowing what attributes you need to cover? You spoke about that about the entity and trying to cover all the different attributes. How do you go and find out? Or is it just literally stuff in your head or do you prompt AI? Do you look at the people also ask, the related searches? How do you find all the different fan out queries to be able to fully try to answer that question?

Luis Salahar: Okay. First of all, let's define the entity fat rank. And then the first thing I do is to analyze the search which is you trigger the query fat rank on Google and you analyze as much interfaces as possible. Let's say first Google, second AI mode and then you trigger ChatGPT, Perplexity or any AI interface you want about that entity and you look at the SERPs and you look at the information Google extract. The first things I would do is to look at the data on top and then the second one would be the related searches about in this case the entity fat rank.

Once I have that data, you create a kind of procedure in order to keep searching and keep expanding about those related terms. And with each related terms you search, you're going to get more data and you start a kind of game which is chasing rabbit hole in order to come up with the solution of that problem. It's like solving a puzzle and in each step you're going to get more data which are going to open new avenues of information and new research. You gather all the data and when you have a kind of general idea you create a strategy or a war plan and you analyze either with a screenshot or with SEO tools or whatever you want and then you define the entity which is fat rank and then the attributes fat rank reviews, fat rank testimonial, fat rank is legit and you get all those queries related to the entity.

And once you define that you think about how can I expand, how can I augment the queries related to that entity which in this case is a brand fat rank and in that process is how you can first get the ideas and then introduce or implement SEO optimization in order to keep growing and growing.

James Dooley: So I'm going to throw a curveball in here. Let's say you've got a brand new brand. I know you generally work with an existing brand that's got search volume. You're a big believer that branded clicks and that building that trust is very important for Google to augment the search and build that trust. But specifically for LLMs, you've got a new brand now and you want to try and make certain that you're ranking for all possible query fan out terms. So you can't be going searching fat rank because there's nothing there yet. Let's say they're called Herado Dooley Semantics. It's a brand new company that we're setting up between us that does semantic SEO and people want to know whether we're $20,000 a month, so we're expensive, but people want to know why they should use us. At what point then how do you then try to think of the fan out queries that could be happening when there's no Google for you to search and see what's going on with that entity?

Luis Salahar: Okay, let's assume that Google has no data about the new brand that is going to be launched and then we have defined the brand which is Herado Dooley Semantics and let's split the brand in semantic terms which is three words and then we have to analyze on Google if Google have previous data about these three terms. The term semantics is easy. Dooley is a surname but it could be attributed to something else. And Herado is another surname but it could be attributed to a different meaning because Herado is in a Spanish language, Dooley is an English language and semantics is agnostic.

So now you launch a new brand and then you have to provide accurate information about these three terms and all the information that you provide in the website is going to feed the bot and it's going to create a relationship between these three terms and all the content around that brand. So when you launch a new brand, you want your customers or your potential customer to search in a certain way about your product or services and then you have to structure the content related to their product or services. So when a bot come to your site, crawl the site and get all that information, it's going to create relationships between the brand name and all the semantic terms and the meanings related to that brand.

So that way you create a connection and when the user type on Google a semantic search engine can only group three things, queries, users and documents. Queries is what the user type in Google. Users is the real human searching in Google. And the document it could be any piece of the information on the internet, a document, an image, video, a podcast, whatever. And you create a connection. But the connection is going to be triggered at the moment that Google realize there is a real human searching for a query and I have no information about this brand. So I'm going to trigger a bot, visit that site, crawl it, extract all the data and generate a map of information between the brand, what the user search and the document.

James Dooley: I love that terminology with regards to the user and the documents and the queries. With regards to that then obviously if you was to go and just do the articles and the documents on your own website, how important is it to corroborate that on third party sources to try to confirm you saying this is who I am, this is what I do and this is why I'm great. How important is the third party sources repeating that same message for who you are and what you do to try to get better rankings on query fan out in the LLMs?

Luis Salahar: This is a very important thing. If you don't have external sources validation you are a kind of isolated entity in the universe. You're a kind of isolated thing that nobody knows about, nobody talks about. How important can you be if nobody mention you, talk about you, create a link to your site or anybody have ever heard of you. So third party validation sources like social media, reviews, press releases, citations and so forth are really important but only as a consolidation and corroboration signals when everything is strategically planned and designed from a brand perspective.

James Dooley: When I started to do the external third party, I used to be obsessed with backlinks and now I've kind of changed the terminology internally from backlinks to corroboration. My guest post and press releases used to be there literally just for the link and the page rank distribution where now I'm semantically trying to expand upon my topical map externally on third party sources and I'd never done that previously and now I'm realizing that that is what's feeding the LLMs and feeding the algorithms. If anyone's looking for more information with regards to query fan out or query augmentation and query networks within Google, is there anywhere they can follow you or contact you?

Luis Salahar: Yes, they can find me in seotenico.com as they can see on the screen or they can search for my name. They can find everything I shared on LinkedIn. And if they're interested in semantic SEO, they can subscribe to dailysemanticseo.com. Every single day I write an email about semantic SEO. Check it out.

James Dooley: I hope you like this video with regards to how to rank for query fan out different terms. It's very important. It's been here for a long time with regards to query augmentation and query networks. If you want to know more about query augmentation, check out the link in the description. We did another video on this covering all the different topics of the difference between query fan out and query augmentation. It's been a pleasure having you, Luis.