First, diagnose the channel
Wrong answers come from one of two places, and the fix depends entirely on which.
- The answer has citations. The error came through live retrieval — the engine read a page that's wrong or stale. Open the citations and find the culprit. This is the good scenario: a specific page you can change, update, or outrank.
- The answer has no citations. The error is memorized — baked into training data from however the web described you before the model's knowledge cutoff. No single page to fix; the correction is footprint work that pays off over model updates.
Run the same question across all four engines before deciding anything. If Perplexity is right and Claude is wrong, you have a memory problem on one engine, not a crisis on four. The per-engine split is the diagnosis.
The retrieval fix: chase the cited source
Once you've found the wrong source, you have three moves, in order of preference: update it (many review sites and publishers accept vendor corrections for factual errors — pricing, features, availability), outweigh it (publish a clearly structured, current page on the same question so retrieval has something better to grab), or outrank it (if the wrong page only gets cited because it ranks, that's an SEO project with a GEO payoff).
Speed matters here in a way that should motivate the fix: a corrected page can be re-crawled and reflected in answers within days to a couple of weeks.
The memory fix: make the truth boring and everywhere
Memorized errors persist because the wrong fact appeared in more places than the right one. The counter is repetition with consistency — the same correct facts on your site, your profiles, directories, press mentions, and structured data. One page saying you're not discontinued is a whisper; the whole footprint agreeing is what the next training snapshot memorizes. Entity consistency work is dull, which is possibly why it works — few competitors bother.
The special case: misattribution
If the engine blends you with a similarly named company (their lawsuit, your search results), treat it as an entity problem, not a defamation problem. Sharpen the distinguishing facts everywhere: founding year, location, category, leadership. Ambiguity is the disease; specificity is the whole treatment.