Entity resolution
A model naming a brand is making an assertion about an entity. If it cannot confidently determine that the entity exists and which one it is, silence is the low-risk answer.
Unresolved · five identities
- Seolwha
- SEOLWHA Co., Ltd.
- 설화
- Sulhwa
- @seolwha_official
Evidence divided five ways. Each one looks thin.
Resolved · one identity
- Seolwha+ 4 known variants
The same evidence, pooled behind one name.
Cross-border brands have more ways to break entity resolution than domestic ones, and they are predictable: a Korean or Japanese brand name romanised inconsistently, a legal entity name in the footer that shares nothing with the brand name, a marketplace seller name that differs from both, and social profiles under a fourth variant.
The fix is unglamorous and effective. Choose one canonical brand string. Use it byte-identical on the site, in Organization structured data, on every social profile, on marketplace storefronts, and in every guest post and press mention you can influence. Link the profiles together with sameAs.
Related: structured data.