I’ve been in the SEO trenches since 2007. But my conversation with Jason Wade of Ninja AI hit differently. Jason talks about SEO like a visibility engineering problem — and that framing changes everything.
The Entity Engineering Approach to Authority
Jason Wade: “The entity is the authority. 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 — consistently, like Michael Jordan. Don’t be humble — just have other people verify it instead of only you saying it.”
One Podcast. Fifty Assets.
Jason: “Four podcasts a year. $1–2K total. Take the audio, the text, the transcript — that’s data. Off one conversation, a blog post, a hundred shorts, everything. One podcast could become 50 assets.” That’s not just content strategy — that’s what Google and LLMs need to recognize you as a trusted entity across the web.
E-E-A-T: Stop Pontificating, Start Doing
Join the BBB. Speak at an event. Do the podcast. Get Chamber links. When everybody claims to be an expert, nobody is. The margin is in doing the things everyone knows but nobody executes. Jason’s rule: if you’re not trying 10 things, you have a 100% chance of staying the same — not 15 years of experience, but 15 years of the same experience.
Say What You Are. Back It Up.
Paste your homepage into ChatGPT: “Tell me what I’m doing right and wrong — be harsh.” It will tell you. If you have the best burger in town and reviews say it — put it in your hero. That’s EEAT. Third-party verification. Google doesn’t have to do anything; the data already exists on Yelp, TripAdvisor, and Google reviews. Go to your site, copy the text. Did you actually say what you do? Or did you get lost in sales-speak?
Connect with Jason at ninjaai.com and jasonwade.com.