Check your Organization or LocalBusiness markup, including sameAs profile links.
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This is the markup that tells search engines and AI assistants who you are as an entity rather than what a page says. The sameAs links matter most and are the most commonly missing: they connect your site to your real profiles elsewhere, which is how a machine confirms you are one consistent organisation.
It links your site to your profiles elsewhere, letting search engines and AI systems confirm that the business on your site and the business on those profiles are the same entity. Without it they have to infer that, and inference is where confusion starts.
LocalBusiness if customers visit you or you serve a defined area, because it supports opening hours and geographic properties. Organization for everything else. LocalBusiness is a subtype, so it inherits everything Organization has.
It supports them. The bigger local factors are your Google Business Profile, your reviews and consistent name, address and phone details across the web. Schema reinforces that consistency.
Yes, character for character. Inconsistent details across sources is one of the most common and most fixable local SEO problems.
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