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Why avalanches are most deadly when they stop - Simon Trautman 6 min Most marketers are optimizing for a version of Google that no longer exists. Google isn't organizing web pages anymore. It's built a database of 54 billion real-world entities, and if your brand isn't clearly defined inside that system, you're invisible to ChatGPT, Perplexity, and Google's AI overviews no matter how good your content is. In this video I break down exactly how entity-based search works, why schema markup changed everything, and what my team consistently does to get clients cited in AI results even as organic traffic declines. You will learn: — Why keyword rankings no longer predict visibility — How Google's entity database decides who gets cited — Why complex content earns more AI citations — What schema markup does and the three types you need Chapters: 00:00 — Why SEO Fundamentally Changed 01:21 — Chapter 1: The String to Thing Revolution 03:34 — Chapter 2: The Disambiguation Problem 05:16 — Chapter 3: Your Digital ID Card 07:08 — Chapter 4: The Complexity Moat 09:32 — Chapter 5: The Zero-Click Endgame If AI isn't citing your brand yet, let's look at why: http://npdigital.com/
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