Glossary · AI search and AEO
What is entity consistency?
Also known as: brand entity consistency, NAP consistency (for local businesses)
Entity consistency: Entity consistency means your business is described the same way everywhere online: the same name, what you do, where you operate, contact details and key facts. It helps search engines and AI systems confidently recognise that different mentions refer to the same business.
Why does it matter?
AI answers are assembled from many sources. If your website says you serve Gauteng, a directory says Pretoria only and an old article uses your former name, an engine may describe you inaccurately or leave you out rather than risk a wrong answer.
Consistency also helps the brand-mention side of AI visibility. Being named in an answer depends partly on the engine associating your name with the category, service and location in question.
How do you act on it?
- Write a reference description: legal and trading name, one-line description, services, service area, contact details, founding year if relevant.
- Audit your website, Google Business Profile, social profiles, directories and review platforms against it and correct mismatches.
- Use Organization or LocalBusiness structured data on your site that matches the visible information.
- Update everything at once when something changes, such as a move, rebrand or new service line.
Frequently asked questions
Is entity consistency only for local businesses?
No. Local businesses feel it most because of addresses and service areas, but SaaS companies, retailers and financial service providers also benefit when their category, product names and positioning match across the web.
Does schema markup fix entity consistency?
It helps, but it can't override conflicting information elsewhere. Structured data should reflect what's true and visible on your site, and third-party listings still need correcting.