An answer engine must know what you are before it can decide if you answer a question. Entity reinforcement makes this information unambiguous.

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The problem it solves

For a machine, a brand is frequently ambiguous:
  • The name is also a usual word, or the name of a different company.
  • Different places describe the category with different words, for example “project management”, “work OS”, or “collaboration platform”.
  • The product changed, and older sources describe the old product.
When an answer engine identifies you inconsistently, it sometimes answers about a different item. Sometimes, it does not include you in answers where you belong.

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What reinforcement looks like

  • Say what you are clearly, in the words that buyers use. Positioning text that does not use the category name makes you harder to identify. “The operating system for modern teams” gives no information to a machine.
  • Say it consistently in all places. This includes your site, your profiles, and your documentation. Contradictions make answer engines give uncertain answers.
  • Use structured markup. Schema tells answer engines what a page is, thus they do not have to infer it. Read Schema markup.
  • Remove ambiguity on purpose. If your name is the same as a different name, put the category next to your name. Do this in text that answer engines will probably retrieve.

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How to know if it works

Read your conversations. Answer engines can describe your category inconsistently, or they can confuse you with a different brand. This is an entity problem. Content about specific questions cannot correct it. This work is a foundation. Do it before you work on individual topics, because all other work assumes that the answer engine knows which company you are.