Entity disambiguation is the process by which a system decides which specific subject a text is referring to when the same name applies to several things. Companies with a common or dictionary-word name suffer from this the most: a generative search engine's answer mixes together information about two different companies, and you find out your firm apparently operates in an industry you know nothing about. Differentiation is built through context and consistency. Always state the name in the same form and link it to data that is unique: registered office, identification number, industry, year founded, people's names, products. Keep this data identical across the website, profiles, registers and directories, because the system reads inconsistencies as a signal that a different subject is meant. Structured markup of the organisation's identity directly on the website also helps.
See also: Author entity and sameAs, Source consensus, Semantic triple.
