The same entity, two different logos
One organization declared on forty pages with two logos, two phone numbers or two names. A search engine picks one, and which one is not yours to choose.
What a conflict is
When the same entity is declared on many pages, every copy is a chance to drift. A logo updated in the theme but not in the plugin. A phone number changed on the contact page only. A name that gained a suffix in one template.
A search engine merges the declarations by @id and is then left with two answers to one question, with nothing in the markup to say which is current.
Some multi-value cases are legitimate: a bilingual site whose organization has a name per language, or an entity with several images. The rule reports the disagreement and leaves the judgement to you, which is why it is a warning rather than an error.
The repetition is the root cause. An entity declared once and referenced everywhere cannot contradict itself.
What squirrel checks
The rule runs once per crawl, reads the entity map rather than the pages, and emits a single check named entity-conflicts.
- Skipped with the message
No entity map was built for this auditand the reasonentity-map-unavailablewhen the run produced no map. This is not the same as a site with no structured data, and the rule refuses to conflate them: passing here would assert it had checked something it never looked at. - Reports at info with the message
This site declares no JSON-LD entities on any crawled pagewhen the map exists and is empty. - Passes with the message
Every entity agrees with itself across the pages that declare it. - Warns with the message
N properties disagree across pages, on N entities, plus(+N more properties)when more matched than are listed.
Nine properties are compared: name, url, logo, image, sameAs, telephone, email, address and description.
One item per entity and property pair, not per entity. An organization whose logo and telephone both disagree has two things to fix, and collapsing them would hide the second behind the first. Each item names up to three of the conflicting values with the number of pages carrying each.
A disagreement about @type is reported by schema/entity-type-drift instead, so one defect is never billed to two rules.
Findings are capped at 10 items, and the count in the message is always the true total rather than the capped length. Run squirrel entities --problem conflict for the full list.
How to fix it
Pick the correct value and make every declaration agree. The finding lists each value with its page count, so the outlier is usually obvious: forty pages say one thing and two say another.
The durable fix is to stop repeating the declaration. Declare the entity in full once with an @id, and reference it by { "@id": "…" } everywhere else. Then the question cannot be asked twice, let alone answered differently.
If the repetition comes from a template, fix the template rather than the pages. If it comes from two plugins, see schema/entity-split-identity. See fixing structured data identity for the per-generator detail.
| Rule ID | schema/entity-conflicts |
| Category | Structured Data |
| Scope | Site-wide |
| Severity | warning |
| Weight | 4/10 |
Enable / disable
Disable this rule
[rules]
disable = ["schema/entity-conflicts"]Disable all Structured Data rules
[rules]
disable = ["schema/*"]Enable only this rule
[rules]
enable = ["schema/entity-conflicts"]enable replaces the default ["*"], so this is the only rule selected. Leave disable out: a rule that matches any disable pattern is skipped even when enable names it. Only an enabled setting under a rule’s own [rule_options] table overrides both lists.
For one run without editing the config: squirrel audit https://example.com --rule-include schema/entity-conflicts.
Related rules
- schema/entity-identity: the same entity on many pages with no
@id. - schema/entity-type-drift: the same
@iddeclared with different types. - schema/entity-local-business-per-page: the repetition that causes most conflicts.
- local/nap-consistency: the same question asked of the visible name, address and phone.
Entity findings are site-wide and ship in every audit, next to the per-page structured data rules. See Fix SEO issues with AI for how an agent works through a report.
References
- Organization schema, schema.org
- Logo structured data, Google Search Central
- Local business structured data, Google Search Central
Check your site
Run squirrel audit https://example.com, then squirrel entities to see the graph the finding came from. Signed-out local audits need no account and cost nothing. Signed-in audits spend credits.