GEO Research Google Doesn't Want You to See: Entities, Coherence & Prompt Poisoning

You do not rank pages any more. You rank entities. Federico Fancinelli founded GeoSonar after two years running a GEO research lab, and that single shift is why AI search quietly favours established brands over the small players everyone assumed it would lift. Key takeaways Bigger companies are entities by definition. Which is the uncomfortable finding: generative search is harder for small brands, not easier. Three layers, one signal. Infrastructure, narrative and authority, held together by coherence across every channel you own. Say different things in different places and you pay for it. A discrepancy between your site, your profile and your reviews is itself a signal. Prompt depth decides which sources get fetched. Generic prompts answer from the training cache. Deep ones reach into live retrieval. Sixteen million prompts analysed, and the advice is to watch about ten. Strategic categories beat volume. Prompt poisoning is real and narrow. Nudging a brand new site’s grounding works only before that brand is recognised. On this page Ranking entities, not pages Coherence across the nodes Prompt depth and source tiers The accidental discovery Why Google publishes advice at all Speaking the machines’ language People, ideas and sources mentioned Questions this episode answers Go deeper Ranking entities, not pages It’s not ranking blue links, it’s not ranking pages, it’s ranking entities. And bigger companies are entities by definition.— Federico Fancinelli That second sentence is the whole problem. A large company already exists as a well-defined thing in the training data, with a Wikipedia entry, press coverage and a consistent name. A small company has to become one. Federico has been in search since 2012 and built GeoSonar out of a research lab rather than a product idea, which is why the framing is structural rather than tactical. Coherence across the nodes The three layers are infrastructure, narrative and authority. Infrastructure is what a machine can read. Narrative is what you say about yourself. Authority is what everyone else says. The mechanic that binds them is coherence. So if you are coherent among all of these nodes, then you have a higher chance of appearing as a suggested brand on the AI search results.— Federico Fancinelli Which makes the most common enterprise failure an organisational one. The website, the profile listing and the social accounts are owned by three different teams with three different descriptions of the company, and the discrepancy is the thing being measured. Even the small can compete if everything is done right. So consistency is the key.— Federico Fancinelli Prompt depth and source tiers Not every prompt triggers the same behaviour, which is wh...