Does your site use a consistent business name?
It compares declared business names while allowing common forms of the same name.
What Check Engine measures
The check needs at least 3 successful pages and samples the first 40 pages for title, social and logo signals, alongside business schema. Candidate names longer than 60 characters are discarded. Weak variants normally need at least the larger of 2 occurrences or a 0.08 share of the total, while authoritative declarations are retained. Normalisation, writing-system grouping, containment and initialism handling remove apparent differences before distinct names are reported. For example, a name longer than 60 characters is left out of the candidate list.
The check uses fields that name the business, such as titles and business markup. Ordinary mentions of other companies in body text are left out. The spelling still needs your review.
How to read the result
Remaining distinct names produce a medium-severity finding. A report is a prompt to review the declarations, not an instruction to erase a valid legal name, translated name or trading name without checking its context.
Why it matters
Title suffixes and business schema nodes can claim to name the same owner. Reviewing those declarations together helps reveal a template still carrying an earlier name, while the normalisation guards reduce ordinary spelling noise.
How to fix it
Read each cited spelling in its original location. Choose the name that belongs in that field and update stale title suffixes, logo text or business markup. Preserve legal and language distinctions that serve a real purpose. After changing a shared template, check the homepage and an inner page for agreement.
What your site says your company is called
What we found in field audits
Problems in Brand consistency were found on 13 of the 14 sites we audited. These are area totals. Read the field-audit method.
Method note
backend/seo_engine/checks/brand.py, name_consistency, revision 0bb8e8d3.
Common questions
Why can a long business name be absent from the name comparison?
Candidate names exceeding 60 characters are discarded. Review a long declaration directly if it falls outside that limit.
Does mentioning another company in an article create a name mismatch?
No. Body text mentioning another company is outside the comparison. Business-naming declarations supply the input.
How serious are conflicting business-name declarations?
Remaining distinct names lead to a medium-severity finding. Legal, trading and translated names still need review in context.