Entity clarity and schema
Entity clarity is a model being certain about what your brand is, what it does, and that it is not some other similarly named thing. It is the highest-leverage AI visibility fix available, because every other improvement is wasted if the model attributes your content to the wrong company.
Why models get entities wrong
A language model builds its picture of a company from many fragments — your site, directories, news, social profiles, and other people's pages. When those fragments disagree, or when another organisation shares your name, the model resolves the ambiguity by guessing, and it guesses in favour of whichever entity has more corroborating text.
This is why a new company with a generic or shared name can be invisible no matter how good its content is. The content is being filed under someone else.
The four fixes, in order
First, settle on one description sentence and use it verbatim everywhere. Not a variation per channel — the same words.
Second, publish Organization schema on your home page with name, url, description, logo and a sameAs array linking every verified profile you control. The sameAs array is what lets a model tie the fragments together with confidence.
Third, add Person schema for the people who write your content, with their own sameAs links. Author identity is a meaningful signal for both search and generative retrieval.
Fourth, if a name collision exists, say so in plain text on your about page. An explicit disambiguation sentence is read and reused.
Schema that is worth the effort
Organization and Person, always. Article on content pages, with author linked to your Person entity. BreadcrumbList where your structure is deep. FAQPage where you have genuine question-answer pairs. Product or SoftwareApplication if you sell one.
Schema that is rarely worth it: markup added to a page with no substantive content, and markup that describes something the page does not actually contain. Both are ignored at best.
Checking it landed
Validate the markup, then do the real test: ask several models to describe your company in one sentence, on separate days. Consistent and correct answers mean the entity is settled. Answers that vary in industry, location or customer mean it is not, and more content will not help until it is.
Frequently asked questions
Does schema directly improve AI citations?
Indirectly. It makes a model more confident about facts it can already read on the page. It does not create facts, and it does not rescue thin content.
How many sameAs links should I include?
Every profile you actually control and keep current — typically LinkedIn, X, Crunchbase, GitHub and any industry directory. Dead or unmaintained profiles do more harm than good.
What if a bigger company shares my name?
Disambiguate explicitly in text, be relentlessly consistent in your own description, and build corroboration on third-party pages. It is slow, but it is the only thing that works.
Related guides
- Why AI doesn't mention your brand — Six concrete reasons ChatGPT and Perplexity skip your brand, how to tell which one applies to you, and the fix for each.
- FAQ schema in 2026 — Google retired most FAQ rich results, but FAQPage schema still helps answer engines. When to use it, how to write it, and when to skip it.
- AI search visibility — AI search visibility is how often answer engines mention and cite your brand. How to measure it properly, what moves it, and what to ignore.