Entity consistency is using the same name, description, category and key facts for your company and product across your site, profiles, directories and press. Search engines and language models build a picture of who you are from many sources, and conflicting details make that picture weaker.
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What to keep aligned
Pick a canonical version of each fact and use it everywhere you control.
- Company and product names, spelled and capitalised one way
- A one-line description of what you do and who it is for
- Founding details, location and leadership names
- Links between your site and your official profiles
Make it machine-readable
Mark up the organisation with schema and use sameAs to point at your official profiles, so the connection is explicit and not left to inference.
Common mistakes
Renaming without updating profiles
An old name on a directory keeps surfacing and splits the signal.
Frequently Asked Questions
No. Small companies with a distinctive name benefit too, because consistent facts make it easier to be recognised as one entity.
Keep reading
- Entity: An entity is a distinct, identifiable thing, such as a company, product, person or concept, that search engines and AI models can recognize and connect to facts.
- Organization Schema: Organization schema describes a company in structured data: name, logo, URL, contact details and official profiles, usually placed on the homepage.
- sameAs: sameAs is a Schema.org property listing URLs of other pages that unambiguously identify the same entity, such as official social and reference profiles.
- Knowledge Graph: A knowledge graph is a database of entities and the relationships between them. Google's Knowledge Graph powers knowledge panels and helps it understand queries.
- Agentic Browsing: Agentic browsing is when an AI model operates a web browser for a user, reading pages, clicking, scrolling and filling in forms to complete a task.
- AI Agents: AI agents are systems where a language model plans and takes actions with tools, such as searching, browsing, filling forms or calling APIs, to finish a task.
- AI Answer Sentiment: AI answer sentiment is how positively, neutrally or negatively AI assistants describe your brand, and which strengths and weaknesses they repeat.
- AI Answer Variability: AI answer variability is the way the same prompt can produce different answers, sources and brand mentions across runs, users, places and time.
