I’ve been doing SEO for nearly two decades. I’ve seen trends come and go. But Jason Wade‘s framework for AI visibility and entity engineering is different — it’s the same game we’ve always been playing, finally named correctly.
This conversation came out of my Unscripted SEO Podcast and digs into the practical mechanics of what it means to make your business discoverable, credible, and citable by AI systems — not just search engines. Because whether we’re talking about Google, Perplexity, or ChatGPT, the core problem is the same: does the machine know who you are, what you do, and why you’re the best at it?
Jason Wade’s Episode breakdown
The Entity Engineering Approach to Authority
Jason Wade: A good example: if you Google me with ‘AI,’ I’m all over the place. There’s a rock star with my name. But you know what the AI says? ‘Yeah, he’s Mr. AI Visibility — but these are his claims.’ The AI is smart enough to know it’s my LinkedIn, my blog, all my stuff.
The entity is the authority. The AI and search engines are smart enough to know all the tricks. Your podcast talking about you, a blog post about you — you’re training the system. The beautiful thing about podcasting is nobody does it, so you’re training the system by simply showing up — like Michael Jordan, with fire, consistently.
It’s in Google’s best interest to have quality content, to have authoritativeness, because if you don’t have it on Google, users go to GPT. So don’t be humble — just have other people verify it instead of only you saying it.
One Podcast. Fifty Assets.
Jason: You could do four podcasts a year. Take the audio, the text, the transcription — that’s data. Off one conversation, I can do a blog post. Off one podcast, you could do a hundred shorts, a full blog, everything. If they did it four times a year, spent $1,000 to $2,000 total, you’d have marketing material for a whole year.
Just let them talk. Let them ramble for 10 minutes. What are they going to ramble about? Everything — and that’s all data. I did this for a real estate instructor client. I ripped OCR from all 48 of her courses. She has content for the rest of her life. One podcast could become 50 assets.
Jeremy Rivera: That’s an underappreciated insight. I had a client doing precast concrete walls. Interviewing the VP and the installation guy yielded so much great content. We discovered anti-dig capability — a core feature they told every single caller about, but we didn’t have a page for it. That kind of insight only comes from genuine human conversations — not from staring at SEMrush.
[This right here is exactly why I offer white-label podcasting services at SEO Arcade]
E-E-A-T: Stop Pontificating, Start Doing
Jason: Filter everything through E-E-A-T. Experience. Expertise. Authoritativeness. Trust. Just do it. Podcasting, joining the BBB, speaking at an event. These are the things that work on the margin that nobody will do. When everybody’s an expert, nobody’s an expert. If you’re not trying 10 things, you have a 100% chance of staying the same SEO guy — not 15 years of experience, but 15 years of the same experience.
Jeremy: Your content gap analysis should largely be: what are all the competitors missing that you can provide? Marry that to the genuine USP of the business. Find that market niche. Amplify it as much as possible.
Algorithm Updates: Google Was Right. I Was Wrong.
Jason: I was embarrassingly doing the TL;DR tables, the 20 FAQs — and I was ranking all over Central Florida. But when the December update came: Google was right. I was wrong. I was hacking the system. Because of that update, I actually did quality work. How many people adapted? Authentic backlinks — one from the Chamber of Commerce, one from the BBB, one from a real blog post exchange — are better than a million fiverr backlinks.
Say What You Are. Say You’re the Best. Back It Up.
Jason: People spend 2.5 seconds on your site before they make a decision — and they actually decide in 0.5. Paste your entire homepage into GPT or Perplexity and say: ‘Tell me what I’m doing right and wrong — be harsh.’ It will tell you. If you have the best burger in town and everybody says that — put it in your hero. That’s E-E-A-T. Third-party verification. Google and ChatGPT don’t have to technically do anything because the data comes from TripAdvisor, Yelp, and reviews.
Jeremy: It comes back to that Office Space moment: ‘What would you say you do here?’ Go to your site, copy the text, look at it. Did you actually say you have the best specific thing that you do? Or did you get lost in sales-speak? I’ve audited so many small businesses where they said nothing about what they actually do.
Where to Find Jason
Connect with Jason Wade at ninjaai.com and jasonwade.com. His LinkedIn is @ninjaai.
Listen to this episode and others at UnscriptedSEO.com.
