/ THE SHORT ANSWER
- 01Build a versioned business fact register.
- 02Resolve contradictions before adding more markup.
- 03Keep structured data aligned with visible page content.
/ dotSuper point of view
Machines struggle where organisations contradict themselves. Entity clarity is disciplined publishing: one approved fact, visible evidence, and an owner for change.
What the evidence says
Google explains that structured data can provide explicit clues about the meaning and classification of page content, while eligibility does not guarantee a search feature.
A practical decision framework
It is designed to make the decision inspectable, not to imitate a platform ranking formula, certification checklist, or legal test.
- Identity: legal and public names, brand, domain, address, contact, and leadership.
- Offer: product names, categories, audience, capabilities, exclusions, geography, and status.
- Evidence: customer claims, certifications, partners, dates, methods, and source owner.
- Distribution: website, directories, social profiles, partner pages, press, and structured data.
| Step | Decision to record |
|---|---|
| 01 | Identity: legal and public names, brand, domain, address, contact, and leadership. |
| 02 | Offer: product names, categories, audience, capabilities, exclusions, geography, and status. |
| 03 | Evidence: customer claims, certifications, partners, dates, methods, and source owner. |
| 04 | Distribution: website, directories, social profiles, partner pages, press, and structured data. |
How to put it into practice
Mark sensitive or conditional claims rather than forcing them into one universal sentence.
Audit the homepage, about page, product pages, contact page, footer, metadata, JSON-LD, social profiles, and major directories.
Correct the highest-impact contradictions first.
- Name the accountable owner and the decision this work must enable.
- Record the current evidence, assumptions, exclusions, and next review trigger.
- Measure a useful outcome rather than treating publication or deployment as success.
What this page cannot conclude
- 01Consistency does not mean repeating identical marketing copy everywhere.
- 02External platforms may refresh slowly or limit the fields a business can control.
- 03Publication, technical eligibility, or good practice cannot guarantee ranking, referral traffic, citation, adoption, or a business outcome.
Sources
- 01Introduction to Structured Data Markup in Google SearchGoogle Search Central · accessed Aug 30, 2026
- 02AI Features and Your WebsiteGoogle Search Central · accessed Aug 30, 2026
- 03Optimizing Your Website for Generative AI Features on Google SearchGoogle Search Central · accessed Aug 30, 2026
Our editorial standard · Found an error? Send a correction with its source.
/ CITE OR SHARE THIS GUIDE
Make the evidence easy to verify.
When you reference this guide, link to its canonical URL. That gives readers one stable place for the evidence, limitations and future updates.
dotSuper Research Desk. (August 30, 2026). The Entity Consistency Audit: Make Company Facts Easier to Verify. dotSuper. https://dotsuper.net/feeds/search-discovery/entity-consistency-audit-for-ai-search