Models resolve names to entities
An engine trying to answer a question about you must first decide which entity you are. Every alternative name, abbreviation, and creative product label makes that resolution less certain, and uncertainty suppresses recommendation.
The three names that matter most
What your company is called, what your products or services are called, and what category you claim to be in. Each should have one canonical form used everywhere, with variants treated as aliases rather than alternatives.
Marketing enjoys variety. Entity resolution punishes it.
Invented category names cut both ways
Naming your own category can differentiate you, and it also means nobody is searching for it. Pair it with the plain term buyers actually use so you are legible to people who don’t know your vocabulary yet.
Product names need a plain-language gloss
A clever product name carries no meaning to a model or a new buyer. Always pair it with what it is — the pattern that keeps a page comprehensible when a single paragraph is lifted out of context.
Assert the relationships explicitly
State that the product belongs to the company, the service belongs to the category, and this brand is that company. That is precisely what an Organization node referenced from everything else is for.
Audit the variants you already have
List every form of your name in use across your site, profiles, and materials. Most companies find four or five, and consolidating them is among the cheapest items ever to appear on an AIEO audit.