Your brand is fragmented online. No wonder AI can't find you.
Inconsistent information across your web properties confuses LLMs. Here's why brand coherence is the foundation of AI visibility.
We ran an audit for a consulting firm in Brussels last month. Good website, decent SEO, solid LinkedIn presence. But when we asked ChatGPT about them, it gave contradictory information: wrong founding year, confused their services with a competitor's, and described them as a "recruitment agency" when they actually do management consulting.
The reason? Their brand was fragmented across the web. Different descriptions on LinkedIn, their website, Crunchbase, and industry directories. Different founding dates. Different service lists. The LLM tried to piece it all together and got confused.
Why LLMs need consistency
A large language model builds its "understanding" of your company by aggregating information from multiple sources. Your website, your LinkedIn company page, your Google Business Profile, articles mentioning you, your Crunchbase entry, directory listings, forum mentions.
When all these sources tell the same story — same name, same description, same services, same location — the LLM builds a clear, confident entity profile. When they contradict each other, the model gets confused or, worse, picks the wrong information.
Think of it as witnesses in a trial. If five witnesses tell the same story, the jury believes them. If each witness tells a different version, the jury trusts none of them.
The most common inconsistencies we find
After auditing over 60 companies, here are the issues we encounter most often:
Different company descriptions everywhere. Your website says "digital marketing agency," LinkedIn says "growth consultancy," Crunchbase says "technology company." The LLM doesn't know what you actually do.
Outdated information on secondary profiles. Your Sortlist profile still lists services you stopped offering two years ago. Your Europages listing has your old address. Your Google Business Profile says you close at 5pm when you actually close at 6pm. Each outdated piece dilutes your entity coherence.
Name variations. "AISOS" on your website, "AI SOS" on LinkedIn, "AISoSystem" on an old directory listing. For a human, it's obvious these are the same company. For an LLM, it's three different entities.
Missing schema markup. Your website doesn't have an Organization schema that ties all your online presences together via sameAs links. The LLM has no machine-readable way to connect your website to your LinkedIn to your Google Business Profile.
The fix: entity alignment
We call it "entity alignment" and it's one of the first things we do for every client. The process is methodical:
Step 1: inventory all your online presences. Every profile, every directory listing, every mention. Google your company name in quotes. Check LinkedIn, Crunchbase, Sortlist, Clutch, industry directories, Google Business, Bing Places. Make a spreadsheet.
Step 2: define your canonical description. One paragraph. Clear, factual, specific. "[Company] is a [type] based in [location], specializing in [services] for [target audience] since [year]." This becomes the reference that all other profiles must match.
Step 3: update every profile. Same description (adapted for length constraints), same services, same founding date, same address, same logo. This is tedious but critical.
Step 4: implement Organization schema. On your website, add a complete Organization schema with sameAs links to all your verified profiles. This gives LLMs a machine-readable map of your brand.
Results we've seen
For the Brussels consulting firm, we completed entity alignment in 3 weeks. Six weeks later, ChatGPT correctly described their services for the first time. Perplexity started citing them on relevant queries. The "recruitment agency" confusion disappeared entirely.
Another client, a SaaS company, had their product name confused with a similarly-named tool in a different category. After alignment — consistent naming, clear schema markup, updated profiles — the confusion resolved within 2 months.
Entity alignment isn't glamorous. It's not the kind of work that wins marketing awards. But it's the foundation without which nothing else works. You can produce the best content in the world — if your brand is fragmented online, the AI won't connect it to you.
Start with the spreadsheet. Fix the inconsistencies. Then build from there.
