Modern search works on entities as much as on keywords: it tries to determine which real-world thing a page is about, then how that thing relates to others. Being a clearly defined entity is why a well-known brand ranks for descriptions it never used on its own site, and why an inconsistently described company struggles to rank for its own name.
The practical work is boring and effective: one canonical name, one description used everywhere, accurate Organization markup, consistent details across every third-party profile, and, where legitimately possible, presence in the structured sources models lean on — company registries, industry directories, Wikidata. This is also the foundation of AI visibility, since a model cannot recommend an entity it cannot pin down.