Entity Type entity_type
What kind of thing the model decides a candidate is: a local business, a franchise location, a directory, a person or a government office. A directory page mistaken for a roofer, or the reverse, changes whether it is recommended.
What you can do: Declare your business type in LocalBusiness structured data and say plainly on the homepage what you are and do.
entity.identity (was presence.consistency in the provisional inventory: What kind of entity the candidate is.) · also called entity classification, type of entity
Checked by The full scan: can AI crawlers reach and read your site · Term: localbusiness
Business History Signal business_history_signal
What the model finds about a business's history, such as founding year, ownership changes or a rebrand, which it reads for stability. A recent rename with no explanation can look like a reset.
What you can do: State your founding year and any former names on an About page, and keep them consistent on listings.
entity.identity (was presence.consistency in the provisional inventory: Founding, ownership changes and rebrands concern business identity.) · also called business background, history indicator
Checked by The claims your site makes: years, prices, refund window · Term: foundingdate
Local Presence local_presence
Whether the business is actually located in or serves the area in the query, judged from its address, service area pages and listings. A Denver fence company with no Denver address or service area page reads as weak.
What you can do: Publish your address or service area clearly, with a page per main area served, matching your Business Profile.
candidate.eligibility (was presence.consistency in the provisional inventory: Whether the business is in or serves the queried area.) · also called local engagement, geographical presence
Checked by The places your site names against your Business Profile
Used in 7 of 100 census runs this week: “0.15”
Risk Profile risk_profile
The model's overall picture of the risks around a business, combining complaints, licensing gaps, closure signs and inconsistent details, which feeds a penalty in scoring.
What you can do: Fix inconsistent listings, answer complaints, and keep license and operating status current everywhere.
evidence.assessment (was presence.consistency in the provisional inventory: Overall risk judgment from evidence.) · also called risk assessment, risk evaluation
Checked by Field-by-field audit of your listings
Service Scope Signal service_scope_signal
What the model finds about which services a business offers, such as whether a tree service does stump grinding and emergency removal, used to match it to the request.
What you can do: List each service you offer on its own page or a clear service list, and match it on your Business Profile categories.
service.fit · also called service range, scope of services · same label written as scope_signals, service_scope
Used in 26 of 100 census runs this week: “10”
Positioning positioning
How the business presents itself in the market, such as budget, premium, eco-friendly or family-owned, which the model matches to modifiers in the query like "affordable" or "luxury".
What you can do: State your positioning plainly on the homepage, with facts that back it, such as price range or materials used.
offer.fit (was presence.consistency in the provisional inventory: Market tier and style matched to query modifiers.) · also called market positioning, brand positioning
Emergency Signal emergency_signal
Evidence that a business handles emergencies, such as 24/7 service, after-hours phone lines or same-day response for a plumber or water damage firm.
What you can do: State emergency availability and hours in text and keep them identical on your Business Profile and directories.
service.fit (was presence.consistency in the provisional inventory: Whether the candidate handles emergency jobs.) · also called emergency readiness, crisis preparedness
Checked by Your hours, day by day, everywhere they are printed
Pricing Transparency pricing_transparency
How openly a business shows prices, such as published rates, price ranges or a clear quote process, versus "call for pricing". The model weighs this for budget and value queries.
What you can do: Publish prices or typical ranges per service in text, with what affects the final cost.
offer.fit · also called pricing clarity, cost transparency · same label written as pricing_transparency_signal
Checked by The claims your site makes: years, prices, refund window
Used in 18 of 100 census runs this week: “true”
Website Signal website_signal
Whether the business has a real website and whether it is useful: services, location, contact details and real content the model can read, not a placeholder page.
What you can do: Keep a crawlable site with services, areas, contact details and hours in plain text, open to AI crawlers.
presence.consistency · also called web presence, online footprint
Checked by The full scan: can AI crawlers reach and read your site
Accreditation Signal accreditation_signal
Evidence of formal certification or accreditation, such as BBB accreditation, a manufacturer certification for a roofer or NATE certification for an HVAC technician.
What you can do: List accreditations with the issuing body and a link to verify them.
credentials.status (was presence.consistency in the provisional inventory: Accreditation and certification are credentials.) · also called certification signal, recognition indicator · same label written as accreditation
Used in 5 of 100 census runs this week: “AAHA accreditation, membership in AVMA”
Licensing Signal licensing_signal
Evidence that a business holds the license its trade requires, such as a state contractor or electrical license, which the model looks for before recommending regulated work.
What you can do: Show your license number and issuing board on the site in text and on your listings.
credentials.status · also called licensing verification, legal compliance
Official Site Present official_site_present
Whether the model found an official website for the business at all, as opposed to only directory or social profiles.
What you can do: Have your own website and link it from your Business Profile and directory listings.
presence.consistency · also called official web presence, verified site · same label written as official_website_presence
Checked by The full scan: can AI crawlers reach and read your site
Used in 2 of 100 census runs this week: “Has a website or active business listings (Google, Yelp, Angie's List, HomeAdvisor, etc.)”
Official Website Signal official_website_signal
Whether the site the model found is really the business's own and is credible, rather than a lookalike, a lead-generation page or an outdated copy.
What you can do: Link your domain from your Business Profile and listings, keep it current, and watch for lookalike domains using your name.
entity.identity (was presence.consistency in the provisional inventory: Whether the site truly belongs to the business, not a lookalike.) · also called website authenticity, official site quality · same label written as official_site_signal
Checked by Look-alike domains of your brand
Review Signal review_signal
What the model finds about a business's reviews: how many, how recent, average rating and on which platforms.
What you can do: Keep a steady stream of genuine reviews on Google and the directories that matter in your trade.
reputation.evidence · also called customer feedback, review volume · same label written as customer_review_signal, customer_reviews
Checked by Your directory listings, found and matched
Used in 50 of 100 census runs this week: “0.05”
Third Party Reviews Summary third_party_reviews_summary
The model's summary of what review sites and directories other than the business's own site say about it, such as Yelp, BBB and Angi.
What you can do: Keep accurate profiles on the review sites that matter in your trade and respond to reviews there.
reputation.evidence · also called external review summary, third-party feedback · same label written as review_summary_signal
Checked by Your directory listings, found and matched
Used in 3 of 100 census runs this week: “Google, Yelp, Angie's List, HomeAdvisor”
Review Sentiment Signal review_sentiment_signal
The overall tone of customer reviews, positive or negative, and the themes behind it, such as praise for punctuality or complaints about cleanup.
What you can do: Respond to reviews, fix recurring complaints, and ask satisfied customers to describe the job in their review.
reputation.evidence · also called customer sentiment, review tone
Used in 8 of 100 census runs this week: “0.15”
Licensing And Insurance Signal licensing_and_insurance_signal
Evidence that a business is both licensed and insured, such as a roofer listing its license number and liability coverage.
What you can do: Print license number, issuing board and insurance carrier on your site in text.
credentials.status · also called compliance signal, insurance verification
Checked by The claims your site makes: years, prices, refund window
Portfolio Signal portfolio_signal
Evidence of completed work, such as before-and-after photos, project galleries or case studies for a remodeler.
What you can do: Publish a portfolio with captioned photos, project type, location and date.
presence.consistency · also called work portfolio, project showcase
Used in 1 of 100 census runs this week: “9”
Social Media Signal social_media_signal
Whether the business has active social media profiles and how much activity they show, such as recent posts and project photos.
What you can do: Keep the profiles you use active, and link them from your site and in sameAs structured data.
presence.consistency · also called social presence, social engagement
Term: sameas
Used in 1 of 100 census runs this week: “LinkedIn, Facebook business pages”
Address address
The physical address the model associates with the business, used to judge whether it is local to the query and to check consistency across listings.
What you can do: Write your full address in text with name and phone, identical on your site, Business Profile and directories.
presence.consistency (was entity.identity in the provisional inventory: Address used for NAP consistency and locality, not identity.) · also called physical location, contact address
Checked by Name, address and phone in one block on your page · Term: nap
Used in 10 of 100 census runs this week: “Street, city, zip”
Address Note address_note
Extra notes the model makes about an address, such as a suite number, a service-area business with no storefront, or two addresses that conflict.
What you can do: If you serve customers at their location, say so, and keep suite numbers and address format identical everywhere.
presence.consistency (was entity.identity in the provisional inventory: Address format and conflicts across listings are NAP consistency.) · also called address details, location notes
Checked by Field-by-field audit of your listings
Availability Signal availability_signal
Evidence of when and how a business is available, such as hours, appointment slots, same-day service or seasonal closures.
What you can do: Keep hours and availability identical on your site, Business Profile and directories.
claims.extraction (was presence.consistency in the provisional inventory: Hours and availability are facts read from sources.) · also called service availability, accessibility signal
Checked by Your hours, day by day, everywhere they are printed
Used in 2 of 100 census runs this week: “offers walk‑in, on‑site, or remote (screen share) services”
Behavioral Engagement behavioral_engagement
Evidence of how customers interact with a business online, such as review activity, questions on its Business Profile or check-ins.
What you can do: Answer Business Profile questions and reviews, and keep listings active.
presence.consistency · also called user engagement, interaction metrics
Booking Calendar booking_calendar
Whether a business offers online booking with visible availability, such as a groomer's booking calendar, which the model matches to users who want to book now.
What you can do: Offer online booking with a crawlable link from your site and Business Profile.
offer.fit (was presence.consistency in the provisional inventory: Online booking is an offer feature matched to the user.) · also called appointment calendar, scheduling tool
Used in 1 of 100 census runs this week: “URL”
Content Quality content_quality
Whether the business's own pages give useful, specific information, such as process, pricing and materials, rather than thin filler.
What you can do: Write service pages with specifics: what you do, how, for whom, where and at what price.
presence.consistency · also called content value, quality assessment
Checked by Whether AI crawlers get the same text as people
Corroboration corroboration
Whether a fact about the business, such as its phone, address or years in business, is backed by more than one independent source.
What you can do: Keep the same name, address, phone and key facts on your site and every major directory.
claims.verification · also called verification, supporting evidence
Checked by Your directory listings, found and matched
Design Focus design_focus
Whether a business puts design at the center of its offer, such as a landscaper known for custom garden design rather than maintenance, matched to queries asking for style.
What you can do: Describe your design approach and show design-led projects with captions.
offer.fit (was presence.consistency in the provisional inventory: Design-led offering matched to style queries.) · also called design emphasis, aesthetic focus
Direction Requests direction_requests
Signs that people seek directions to a business's location, such as map direction requests, which the model may read as foot traffic and a real physical presence.
What you can do: Keep your map pin, address and entrance details accurate on your Business Profile and maps.
presence.consistency · also called navigation requests, location inquiries
Documentation Signal documentation_signal
Whether a business publishes useful reference material, such as FAQs, care guides or how-to pages from a pet store, which the model can draw on.
What you can do: Publish FAQs and guides answering customers' real questions, in plain text.
presence.consistency · also called resource availability, informational content
Eligibility Signal eligibility_signal
Evidence of who qualifies for a service, such as a lender's credit minimum, a clinic accepting new patients or a program's age limits, which the model matches to the user.
What you can do: State eligibility rules plainly: who you serve, minimums, insurance accepted.
candidate.eligibility (was presence.consistency in the provisional inventory: Who qualifies for the service, used to include or exclude.) · also called access criteria, qualification indicators
Ergonomic Signal ergonomic_signal
Evidence about the comfort and usability of what a business offers, such as ergonomic office chairs or an easy booking flow, matched to users who ask for comfort or ease of use.
What you can do: Describe comfort and usability features in text, with specifics like adjustability or accessibility.
offer.fit (was presence.consistency in the provisional inventory: Comfort and usability features are offer attributes.) · also called user-friendliness, interface comfort
Geo Presence Signals geo_presence_signals
Signs of where a business actually is and works, such as a street address, city names on service pages and map listings. The model uses them to decide whether a candidate belongs in an answer for a given city.
What you can do: State your address and the towns you serve in text on the site, and keep your Business Profile and directory listings in the same city.
candidate.eligibility (was presence.consistency in the provisional inventory: Used to screen whether a candidate is in area for the city.) · also called location signals, geographic indicators
Checked by The places your site names against your Business Profile
Hours hours
The opening hours the model finds for a business, used to judge whether it can serve the user when they need it, for example a locksmith open late or a vet open Sundays.
What you can do: Publish hours day by day on the site in text, mark holidays, and make Business Profile and directories match exactly.
claims.extraction (was presence.consistency in the provisional inventory: Hours are a fact read from sources, not web footprint.) · also called operating hours, service times
Checked by Your hours, day by day, everywhere they are printed · Term: openinghoursspecification
Used in 3 of 100 census runs this week: “Mon‑Sat 8 am‑7 pm”
Licensing And Membership licensing_and_membership
Licences, certifications and trade memberships the model finds for a business, such as a state contractor licence or a roofer's manufacturer certification. It treats them as evidence the business is legitimate and qualified.
What you can do: List licence numbers, issuing bodies and memberships on the site, linked to the issuer's lookup page where one exists.
credentials.status · also called certifications, membership status
Used in 10 of 100 census runs this week: “0.15”
Locations Listed locations_listed
The physical branches or addresses the model finds listed for a business. It uses them to judge reach and to pick the right branch for the user's city, for example a pet store chain with three stores.
What you can do: Give each location its own page with full address, phone and hours, and keep one listing per location in directories.
query.geography (was presence.consistency in the provisional inventory: About branch locations and reach relative to the user city.) · also called listed locations, available sites
Checked by Your directory listings, found and matched
Market Position market_position
How the model places a business among its competitors: market leader, established local name, newcomer or niche specialist. It uses this when choosing which candidates to name and how to describe them.
What you can do: State verifiable facts that place you: years trading, jobs completed, areas covered, awards with dates and the awarding body.
comparison.context (was presence.consistency in the provisional inventory: Placement among competitors is a market comparison.) · also called industry position, market status
Media Mentions media_mentions
Coverage of a business in news sites, local papers or trade press that the model finds. It reads these as outside evidence that the business is real and known, such as a bakery featured in the city paper.
What you can do: Link to genuine press coverage from an In the news page, with outlet names and dates.
reputation.evidence (was presence.consistency in the provisional inventory: Press coverage is reputation evidence, like awards and mentions.) · also called press mentions, media coverage
Term: brand-mention
Method Signal method_signal
What the model learns about how a business does the work, such as a carpet cleaner using hot-water extraction or a pest firm using low-toxicity treatments. It matches this against methods the user asked for.
What you can do: Describe your methods, equipment and materials on each service page in plain words, including what you do not use.
service.fit (was presence.consistency in the provisional inventory: How the work is done bears on doing the asked job.) · also called approach indicators, technique signals
Official Website official_website
The website the model takes to be the business's own, as opposed to directory or social pages. It uses that site as the main source for services, prices and contact details.
What you can do: Use one domain, link to it from every listing and profile, and put name, address and phone on it in text.
presence.consistency · also called main website, primary site
Term: canonical-origin
Used in 17 of 100 census runs this week: “...”
Outlier outlier
A data point that does not fit the rest, such as one listing with a different phone, a price far off the local range or a sudden burst of reviews. The model flags it and may trust the candidate less.
What you can do: Find and fix stray data about you: old phones, wrong addresses, outdated prices on listings and old pages.
claims.verification (was presence.consistency in the provisional inventory: Flags data points inconsistent with other sources.) · also called anomaly, exception
Checked by Field-by-field audit of your listings
Phone phone
The phone number the model attaches to a business. It uses it as a contact route and as an identity check, comparing the number across the site and listings.
What you can do: Show one main number in text on every page, and make it match on Business Profile and all directories.
claims.extraction (was entity.identity in the provisional inventory: Phone is a fact read from sources; identity check secondary.) · also called contact_number, telephone · same label written as phone_listed
Checked by Phone numbers printed for you that are not yours · Term: nap-consistency
Used in 14 of 100 census runs this week: “...”
Pricing Signal pricing_signal
Any pricing information the model finds for a business, such as a starting price, an hourly rate or a free-quote policy. It uses this to judge fit for budget or value questions.
What you can do: Publish starting prices or typical ranges for main services, with what changes the price.
offer.fit · also called price_indicator, cost_signal
Checked by The claims your site makes: years, prices, refund window · Term: offer
Used in 4 of 100 census runs this week: “website flat-rate listings, quoted range in reviews, mentions of ‘budget’, ‘affordable’, ‘reasonable rates’”
Pricing Structure pricing_structure
How a business charges and how clearly that is laid out: flat rate, hourly, per square foot, call-out fee plus parts. The model uses it to explain cost and compare candidates, for example plumbers' call-out fees.
What you can do: Explain how you price on one page: the unit, minimums, call-out or travel fees, and what is included.
offer.fit · also called price_format, cost_structure
Checked by The claims your site makes: years, prices, refund window · Term: offer
Used in 1 of 100 census runs this week: “clear hourly or flat rates, mention of free estimate”
Primary primary
Marks the main item in a group, such as a business's primary service category, main location or the strongest reason it fits. The model leads with this item when describing the candidate.
What you can do: Make your main service and main location obvious: first on the homepage, in the page title and as the primary listing category.
answer.presentation (was presence.consistency in the provisional inventory: Marks what the answer leads with, not web footprint.) · also called main, key
Used in 1 of 100 census runs this week: “address or zip code matching Phoenix, AZ, stated same‑day or emergency service, positive recent reviews mentioning responsiveness, verified ”
Regulatory Signal regulatory_signal
Evidence that a business follows the rules for its trade, such as permits pulled, health inspection scores for a restaurant or a licensed electrician's code compliance. The model weighs it most in regulated or risky work.
What you can do: State the permits, inspections and licences you hold, with numbers and links to the public register.
credentials.status (was presence.consistency in the provisional inventory: Permits, inspections and licensing are credentials.) · also called compliance_signal, legal_indicator
Seasonal Signal seasonal_signal
Signs that a business's services or availability change by season, such as a landscaper doing snow removal in winter or a pool company closing in autumn. The model uses it to judge fit for the user's timing.
What you can do: State seasonal services and dates on the site, and update hours and listings when your season changes.
evidence.freshness (was presence.consistency in the provisional inventory: Seasonal availability is named under evidence freshness.) · also called seasonal_trend, time-based_signal
Checked by Your hours, day by day, everywhere they are printed
Secondary secondary
Marks a supporting item rather than the main one, such as a secondary service or branch. The model may mention it but will not lead with it, for example a roofer that also cleans gutters.
What you can do: List secondary services on their own pages so they are found, while keeping the main service clearly first.
answer.presentation (was presence.consistency in the provisional inventory: Marks items mentioned but not led with in the answer.) · also called supplementary, additional
Used in 1 of 100 census runs this week: “Availability of emergency appointments, Family-friendly environment, Clear communication about treatment costs”
Service Area service_area
The places a business says it serves. The model uses this to decide whether a candidate can take a job at the user's location, such as a mobile dog groomer covering certain suburbs.
What you can do: Name the towns or ZIP codes you serve in text on the site and keep the Business Profile service areas the same.
service.fit · also called coverage_area, service_region
Checked by The places your site names against your Business Profile · Term: service-area
Used in 9 of 100 census runs this week: “Based in or serves Austin, TX”
Sustainability Signal sustainability_signal
Evidence of environmentally friendly practice, such as low-toxicity cleaning products, solar certification or recycling of old materials. The model weighs it when the user asks for eco-friendly options.
What you can do: Name the specific products, certifications or practices you use, rather than general green claims.
offer.fit (was presence.consistency in the provisional inventory: Eco practice matches a user preference on the offer.) · also called eco_signal, green_indicator
Third Party Signals third_party_signals
Information about a business from sources it does not control, such as directory listings, review sites, the BBB or local news. The model uses it to confirm or question what the business says about itself.
What you can do: Claim and correct your listings on major directories and review sites so outside sources agree with your site.
evidence.provenance (was presence.consistency in the provisional inventory: About where evidence comes from: third-party sources.) · also called external_signals, outside_indicators
Checked by Your directory listings, found and matched · Term: local-citation
Vehicle Quality Signal vehicle_quality_signal
Evidence about the condition or standard of vehicles a business uses or sells, such as a limo company's fleet age or a used-car dealer's inspection reports. The model weighs it for transport and auto queries.
What you can do: List your fleet or stock with make, model, year and inspection or maintenance details, kept current.
offer.fit (was presence.consistency in the provisional inventory: Fleet condition and standard is offer quality.) · also called automotive_quality_signal, vehicle_standard