Topical Authority, Entity SEO, and Information Gain in the Age of AI Search

Build authority, optimize entities, and create content AI can’t ignore

• Synopsis

  Traditional SEO signals alone are no longer enough.
  
  AI-powered search doesn’t just rank pages. Expertise, context, and originality are the new currency.
  
  In this 60-minute session, Felipe Bazon (CSO at HEDGEHOG) and Fernando Angulo (Semrush) will show you how to adapt your search strategy using three core pillars: topical authority, entity SEO, and information gain.
  
  Apply these principles to build content that performs across both traditional rankings and AI-generated results. Real case studies. Proven outcomes. Register now.
  

• Leave knowing how to:

  • Decode the new rules of AI search visibility
  • Master topical authority and control what AI surfaces
  • Use entity SEO to signal context, relationships, and trust
  • Create differentiated content with information gain
  • Build content ecosystems that win across search and AI results
  • Apply real case studies and proven results to your own strategy
  • Put it all into practice with Semrush tools
    

• Take it from the experts

  • Felipe Bazon is Chief SEO Officer (CSO) at HEDGEHOG, where he leads advanced SEO and content strategy initiatives focused on scalable growth and search visibility. He specializes in building high-authority content ecosystems optimized for both traditional search and AI-driven discovery systems.
    
    
  • Fernando Angulo is Senior Market Research Manager at Semrush with over 14 years at the company.