Entity and schema management.Tell every model exactly what your business is.
Cognos builds and maintains the structured data layer that tells a machine exactly what your business is, which services it offers, who works there, and how the pages relate to each other.
- Organization graph
- Service and FAQ markup
- Cross-source consistency
Entity and schema management is the Cognos layer that builds and maintains structured data describing exactly what your business is, what it offers, and how its pages relate. It gives models a consistent record to resolve instead of a guess.
Entity & Schema
Answer engines work with entities, not strings. Before a model can put you in an answer it has to resolve you to a thing it's confident about: this company, in this category, in this place, offering these services.
We build one connected graph across your site rather than scattered snippets. Organization, services, people, articles, and FAQs all reference each other by stable identifier, so parsers see one company instead of five partial ones.
Then we make the off-site facts agree. Name, address, category, and description have to match across your site, your business profile, and the directories a model may pull from, because contradiction is what makes a model hedge.
What this fixes.
Model misidentifies your business
Without clear entity data, a model can describe your company as something it isn't or confuse it with a similarly named competitor. That mistake reaches every buyer who asks about you.
Conflicting details across sources
Your address, services, or leadership show up differently across your site, directories, and social profiles. A model has to guess which version is true, and it sometimes guesses wrong.
Pages read as disconnected
Without markup connecting services, staff, and locations, each page looks like an island to a machine. The model can't infer relationships a human reader would pick up instantly.
Four steps, every month.
Audit what's there
Existing markup, duplicated organization nodes, orphaned snippets, and anything asserting something untrue.
Build one graph
A single organization node every page references, with services, authors, articles, and FAQs linked to it.
Align the off-site facts
Business profile, directories, and press all carrying the same name, category, and description.
Maintain it
New pages inherit the graph automatically, and drift gets caught in the continuous scan.
What you get
- A single connected entity graph across the site
- Service, FAQ, article, and author markup
- Off-site consistency across profiles and citations
- Validation as part of the continuous scan
Who it's for
Multi-service businesses, multi-location brands, and anyone with a common company name that gets confused with something else.
Schema alone doesn't earn citations. It removes doubt. The content and authority still have to exist.
Included in every tier of the Cognos program. Month to month, thirty days notice.
You don't operate this yourself.
Cognos is the engine. Our team runs it on your account, publishes against what it finds, and reports the movement in one monthly document. The managed side, and what it costs, is spelled out on the services and pricing pages.
This is one part of the engine.
Nothing here works alone. Each capability feeds the next, and every one of them is included in the program.
Before you ask us.
Does schema markup guarantee a citation?
No. It makes you legible. Legibility is a prerequisite for being cited, not a substitute for having something worth citing.
We already have some schema. Does it need redoing?
Usually it needs connecting rather than replacing. We make sure every page tells engines the same story about who you are and what you sell.
Do you handle directory listings?
We handle the consistency of the facts across the sources that matter for retrieval, including your business profile and the citations we build.
Bring us the number you're trying to move.
We run the audit, then map your first thirty days against it.