Episode Details

Send us Fan Mail

📬 Love the podcast? You’ll love the newsletter.
 Get the weekly 3-2-1 on AI search + marketing: Subscribe

In this episode of Found in AI, Cassie sits down with Lars Lofgren—organic marketing veteran, former affiliate business owner, and SEO consultant for enterprise brands including Automattic and Perplexity—to dig into one of the biggest mental model shifts happening in search right now: the move from domain-level thinking to entity authority.

Lars explains how his entire SEO framework broke between 2022 and 2024, why sites with massive domain ratings started getting crushed, and what he rebuilt from scratch after throwing out everything he thought he knew.

In this episode, you'll learn:

• What entity authority is and why it's replaced domain authority as the primary unit of analysis in search
• Why sites with high domain ratings can still perform poorly in both traditional and AI search
• How Google and LLMs map entities across the entire web, not just your website
• Why Lars recommends starting with social channels before SEO, especially for new or early-stage brands
• How building your entity on platforms like LinkedIn, YouTube, and Reddit gives SEO the wind at its back
• Why picking at least two channels and committing to them long-term is critical for entity building
• How the FSA Framework's Authority principle connects directly to the entity-first approach Lars describes

If you're listening to this and thinking I need someone to lead this for me, that's what I do.

I'm an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at cassie@cassieclarkmarketing.com. 

Or request your 7-Day AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/

Let’s connect:

LinkedIn → Cassie Clark | AI Search Visibility Consultant
Website → https://cassieclarkmarketing.com