Entity clarity: connect your business, experts and services

Use the same brand name, phone and email across the website. Publish only genuine service areas and business-owned contact routes.

Remove conflicting or invented information rather than adding an address or profile just to fill a template.

Give experts a profile that explains their role and the topics they cover. Connect relevant articles and service pages to that profile.

Only publish credentials, awards, employment details and experience claims that can be substantiated by the business.

Show how a resource supports a service and how a package delivers a defined part of that service.

Use descriptive links such as a service name or package title, rather than repeated generic “click here” links.

Where appropriate, describe the organization, person, service or article using applicable structured data.

Do not add facts, ratings or results in markup that are absent from or contradicted by the visible page.

Check business-owned profiles for inconsistent descriptions and contact details.

Treat changes on external platforms as dependencies; do not claim to control how every search or AI platform resolves a business identity.

Review important information after changes to services, contact details or expert roles.

Keep an issue list and confirm that linked pages still describe the same business and offer accurately.

For Google-specific requirements and limitations, consultGoogle Search Central: AI features and your website. Other platforms may have different controls and reporting behavior.