Powered by KwikChexWhy every business fact needs a source and an "as of" date
By About This Business editorial team · Published · Updated
Short answer
Every business fact needs a source so it can be checked, and a date so readers know how old it is. Business facts decay: directors change, insurance renews and offices move. Business DNA attaches a source and a date to each individual fact, so people and AI assistants can quote it accurately, with its age, rather than guessing.
Key takeaways
- A source answers "says who?" and a date answers "since when?"
- Business facts decay: people change, policies renew, offices move.
- Business DNA dates each fact, not just the page.
- Dated, sourced facts let AI assistants tell a current fact from an old copy.
Why do business facts go out of date?
Because businesses change constantly, and most of the web never records those changes.
- People change. Directors resign, new leaders are appointed and contact names go stale.
- Cover renews. Insurance policies typically run for a year, so last year's certificate says nothing about this year.
- Places move. Offices relocate, and service areas grow or shrink.
- Status changes. Companies are renamed, restructured or dissolved.
A directory listing written years ago can sit unchanged, still ranking, and now still being read by AI assistants.
What does a source tell you?
A source answers "says who?", which lets you check the fact and tells you what kind of claim it is. Every Business DNA fact carries a source label, and each profile's Sources section lists every source, its type and the date it was consulted. A fact sourced from the business's own website is company-provided. A fact checked against an issuer's record may be authenticated. See Company-provided vs authenticated.
What does a date tell you?
A date answers "since when?", which tells you how much to rely on the fact today. Authenticated facts show their last-authenticated date. Business DNA dates each fact rather than only the page, because a founding year from 1998 and an insurance policy checked last month don't have the same shelf life.
Why do sources and dates matter for AI answers?
AI assistants combine many sources into one answer, and without dates they can't tell an old fact from a new one. An assistant may blend an old address with a current phone number and present both as current. A sourced, dated fact gives it something better: it can say "according to the company's Business DNA, as of October 2026…" and link back. The companion guide explains how assistants choose sources: How AI assistants decide what to say about your business.
What does an old date mean?
It means the record hasn't been refreshed, not that the fact is false. A profile might show insurance last authenticated eighteen months ago. That's not a finding that the business is uninsured. It's a reason to ask. See "Information pending" isn't a red flag.
For owners, the fix is a regular review: Keeping your record fresh.
FAQ
Why not show one "last updated" date for the whole profile?
Because facts age at different speeds. A founding year never changes, but an insurance policy may renew every year. Business DNA shows a date on each fact and a last-reviewed date for the profile.
What does an "as of" date mean?
It's the date a fact was known to be true according to its source. It doesn't promise the fact is still true today, but it tells you how old the information is.
What should I do if a fact's date is old?
Treat it as a prompt to ask, not a conclusion. An old date means the record hasn't been refreshed, not that the fact has stopped being true.