An entity is a concept about what the name refers to rather than the name string itself. Information management that distinguishes between entities, brands, services and branches is the starting point and does not end with just adding structured data.
Distinguish between the same name and the same object
There may be multiple companies with similar names, and one corporation may operate multiple brands. If the company name, brand name, and product name are not distinguished, customers may become confused as to who to contact or who operates the service.
For example, a brand name change in which the corporation has not changed is different from a situation in which the service is acquired by another corporation. Rather than unifying all notations into the same sentence, it is important to explain the actual relationship first. There are times when you need to share both your past and present names.
Set the standard for official information
- Organization: Check the official name, site, contact information and business scope.
- Products/Services: Distinguish between provider and actual functionality, scope of support and target audience.
- Person: Describe the names of the authors and reviewers, their roles, and any areas of expertise they may disclose.
- External profile: Review whether official accounts describe the same subject and whether they contain outdated information.
Structured data represents factual relationships
Google's Organization Guide describes organizational information and attributes that help in identification. sameAs can be associated with external profiles that further describe your organization, for example. It is not used to list competitors or reference articles as if they are the same subject.
Credibility cannot be created by inserting certifications or award records that are not in the main text into the schema. We first check the actual information in the organization introduction, product documentation, and author profile, and then create structured data that matches the content. If a team is the author, do not invent individual authors.
Completion is confirmed by matching information.
Verify that the operating entity, address and service description are correct against the site and external profiles you can manage. If changes occur, record which documents need to be updated. This is a matter of ongoing information management.
This does not guarantee the creation of a specific knowledge panel, search ranking, or AI recommendations. When explaining performance, we distinguish between schema validity, correction of information errors, and changes in actual search results.