Make your organization unmistakable to AI: The entity and schema checklist
If AI answers keep getting your company mostly right but still missing the point, don’t assume you need more content. Most of the time, the issue is identity signals.
The goal is straightforward. When someone asks what you do, who you’re for, and how you’re different, the answer should land in the right neighborhood without guessing.
Use this checklist before anyone starts rewriting pages.
Start here: entity clarity essentials
This part feels almost too basic. That’s why teams skip it. It’s also why summaries slide around.
1) Name it the same way everywhere
Pick your official organization name. Then decide which variations count (short name, acronym, product name). Everything else is noise.
If your site, LinkedIn page, and top directory listings use different names or punctuation, the system has to guess whether it’s one organization or several. That guess shows up later as messy summaries and weird competitor sets.
Quick check: website header/footer, About page, LinkedIn company page, and one or two major directories.
2) Pick a category, then stop freelancing it
Choose one primary category description in buyer language. If a subcategory helps clarify fit, add it. Then use that same language on the pages that matter most.
Red flag: the home page says one thing, the About page says another, and the sales deck has a third version. That’s how brands get flattened into generic category summaries.
3) Write the one sentence you’d want repeated
Not a tagline. Not positioning poetry. A plain sentence that still makes sense when it’s pulled out of context.
If it’s hard to say what you do in one clean sentence, assistants will fill in the blanks. That’s where close-but-not-quite answers come from.
4) Be clear about who it’s for and who it’s not
Most companies can describe their audience. Fewer are direct about who is a bad fit.
One good not-for-profit line prevents bad recommendations and saves time for sales later. It also reduces “Why are we being compared to them?” moments.
5) Make your differentiator obvious
Pick the one thing you want to survive summarization. The thing that should still be there when the response is short.
If your differentiator is implied instead of stated, it usually disappears. If you only fix one thing, fix this.
6) Add two proof points you can defend
This doesn’t need to be a giant stats section. It just needs to be true and stable.
Good proof points tend to be:
a measurable outcome you consistently see
a capability that’s genuinely unique
an operational claim you can stand behind
Avoid anything that changes constantly unless someone owns keeping it current.
7) Confirm your source-of-truth pages exist
You don’t need 50 pages. You need a few pages that do the heavy lifting.
At minimum:
a plain-language “what we do” page (or an equivalent section on your homepage)
audience or use case pages that clarify fit
capability pages that remove ambiguity
one or two comparison pages that answer the question directly
Also, a quick reminder: core SEO foundations still matter. If key pages are duplicated, buried, or hard to crawl, you’re making everything downstream harder.
Next: make content easy to reuse accurately
AI answers pull chunks. That means structure is not decoration. It’s part of the signal.
8) Use headings that label the job of the section
Clarity beats cleverness here. A heading should tell the reader (and the system) what the section is doing.
Good headings are boring in the best way:
What it is
Who it’s for
How it works
Why it’s different
What to expect
If headings are vague, the assistant has to interpret. Interpretation is where positioning gets warped.
9) Put the definition early
On pages that define your company, put the definition up top. First 100 to 150 words.
You can add nuance later. But if the definition is buried, other sources step in to define you instead.
10) Write comparison content that actually compares
If buyers ask for alternatives, assistants will answer whether you like it or not. It’s worth giving them a clean, fair comparison to pull from.
A useful comparison page:
states the overlap in one sentence
explains the real differences in fit or approach
includes “choose us when” and “choose them when”
This is also one of the fastest ways to stop getting compared to the wrong companies.
Schema: keep it simple and aligned
Schema is not a shortcut. It’s a consistency layer that helps corroborate what your pages already say.
LLMs aren’t typically crawling your schema directly. But schema helps search systems and other intermediaries interpret and connect identity, which is often how structured facts make their way into AI answers.
Keep it simple:
Organization basics (name, logo, official profiles via sameAs)
Clear site structure (navigation and breadcrumbs where it fits)
No mismatches between structured data and the visible page
If schema says one thing and the page says another, you’ve created a new kind of confusion.
Off-site reality check
If your site isn’t shaping the narrative, something else is. Often it’s profiles, directories, reviews, partner pages, and community content that’s blunt enough to be reused.
11) Clean up the places buyers actually see
Start with:
LinkedIn company page
major directories in your category
review profiles that rank for your brand
partner pages that describe what you do
You’re looking for old category language, outdated positioning, and naming inconsistencies. These are small edits, but they compound.
12) Find what keeps showing up in summaries
Run a small set of prompts and pay attention to the sources that seem to influence the response.
If the same review site, comparison post, or community thread keeps shaping the story, that’s a signal. Don’t chase everything. Decide what to reinforce, what to correct, and what to replace with a better source of truth.
This is also where first-party content matters. Generic category content blends in. Specific, owned detail sticks.
A simple scorecard
Score each area 0 to 5. Anything under a 3 becomes a priority.
Entity clarity: __ / 5
Source-of-truth pages: __ / 5
Content structure and labels: __ / 5
Schema alignment: __ / 5
Off-site consistency: __ / 5
If AI visibility is showing up in leadership conversations and you need a plan that’s grounded, Kinetic can help you tighten entity signals, align the source-of-truth pages, and focus effort on the fixes that reduce drift and improve how your organization gets described.
