▶  AEO · S6E134 · 43:05 · August 31, 2026

Entity SEO: How to Track Google’s Confidence Score

Guest: Lidia Infante, Senior SEO & AI Search at Pleo | Ex-SurveyMonkey
Hosts: Jon Clark & Joe DeVita

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about this episode

Lidia Infante leads SEO and AI search at Pleo, following senior roles at SurveyMonkey, BigCommerce, and Sanity. She walks through the entity work most teams talk about but can’t measure — querying the Google Knowledge Graph API for a confidence score, tracking that score in a Google Sheet, and using the movement to prove that third-party profile cleanup and consistent semantic triples actually changed something. That’s the case for Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) work you can defend in a budget meeting. She also gets practical about the rest of the job: using LLMs to break a research library into individual tagged facts and place them inside existing content, correlating clicks on candidate brand terms against real signups to decide what your product should even be called, and why disagreeing with consensus may be the last cheap differentiator in a landscape full of AI-generated averages. Then the part nobody puts in a conference deck — legal approval layers, 16-market localization, and the business questions a growth leader has to answer before proposing any strategy at all.

In This Episode

  • How do you track Google’s confidence in your brand entity?
  • The CORE framework: consistency, optimization, repetition, engagement
  • Breaking research reports into tagged facts with Python and the Gemini API
  • What should your product actually be called? Correlating brand terms to signups
  • Why going against consensus still ranks when everything else is an average
  • Getting content through legal without six-month lead times
  • The questions a new growth leader should answer before proposing a strategy

A rare conversation that connects entity theory to the org chart, the legal queue, and the P&L that decide whether any of it ships.

Connect with Lidia Infante

Lidia’s Website
Lidia on Youtube
Lidia on LinkedIn
Lidia on Instagram
Lidia on X
Lidia on Bluesky

Chapters

  • 0:00

    Intro

  • 2:41

    Side quests: pottery and Etsy

  • 5:02

    Why SEO careers happen by accident

  • 7:11

    Why quality can’t be manufactured

  • 10:13

    Breaking research into LLM-ready facts

  • 14:13

    What should your product be called?

  • 16:35

    Correlating clicks to signups

  • 20:39

    How do you track entity confidence?

  • 23:32

    The CORE framework explained

  • 26:17

    Going against consensus to rank

  • 29:15

    SEO inside regulated industries

  • 33:47

    What new growth leaders must ask

  • 37:47

    Rapid fire round

  • 42:10

    Where to find Lidia

Resources mentioned