One of the ways that AI engines struggle with determining a brand’s topical relevance and authority is when they encounter inconsistent data, highlights Kaspar Szymanski.

Kaspar says: “My tip is about data consistency, which is a topic that is very close to my heart.”

How do you ensure data consistency in 2026?

“Some people may not consider this to be the most innovative or popular concept, and it’s certainly not a buzzword making the rounds nowadays.

However, data consistency differentiates the companies and brands that are really successful in competitive environments from those that try to catch onto the latest buzzword or bandwagon, promising a silver bullet in an industry where silver bullets are few and far between.

Data consistency is ensured when we make sure that all the data points towards the desired landing pages that we wish to be indexed, reindexed, and ranked within Google.

It's important to remind ourselves that Google is, and will remain for the foreseeable future, the dominant force in the industry. Particularly for those YMYL companies and companies that deal in retail, with Q4 coming up, it's not too late to work on that.

For these companies, it is most important that their websites, their stock, and their products get crawled and re-crawled on a regular basis, so they can put their best foot forward in order to generate relevant converting traffic – more than anything else.”