/ THE SHORT ANSWER
Create a controlled fact set for the organisation and its products, then reconcile every public surface against it. Names, descriptions, categories, locations, contacts, leadership, product capabilities, eligibility, pricing language, and evidence should agree across the website and legitimate external profiles. Structured data can reinforce visible facts, but it should never introduce claims that the page does not show.
- 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 recommends making important information available in textual form and says structured data should match the visible text on the page.
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
The following framework is dotSuper’s operating synthesis of the cited guidance. 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
Create a fact register with approved wording, source, owner, effective date, and review trigger. 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
Turn useful expertise into an inbound system.
dotSuper connects research, evidence-led pages, technical discovery, AI visibility, analytics, and qualified lead routing as one controlled operating loop.
Explore the Inbound Engine