You don't rank pages anymore — you rank entities. That single shift, Federico Fancinelli argues, is why AI search quietly favors established brands over the small players everyone hoped it would lift.
Federico is the founder of GeoSonar, an AI-search visibility platform born from a two-year GEO research lab. In this episode he shares what the research actually found: entity strength lives across three layers — infrastructure, narrative, and authority — unified by "coherence" across every channel you own. Say one thing on your site and another on LinkedIn, and the LLMs penalize the discrepancy.
We also get into the stuff you won't hear from Google: why their advice on ranking can't be trusted ("imagine Google as a bank manager…"), how every LLM searches and reasons differently, the move from prompt quantity to strategic prompt categories, and the accidental discovery of "prompt poisoning" — nudging a brand-new brand's grounding just by how you prompt. Federico closes on a hopeful note: even the small can compete if infrastructure, narrative, and authority are coherent — and SEO isn't dead, it just lives *inside* GEO.
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