Meet the dead men holding my name.

Type my name into Google and you don’t get me. You get William “Billy Batts” Bentvena, 1933–1970, Gambino crime family — the man Frank Vincent played in Goodfellas, the “go home and get your shine box” scene, the body in the trunk. His spelling pulls 2,889 searches a month, plus another 1,177 for “billy batts goodfellas.”*

Behind him: Billy Batten, an English rugby league Hall-of-Famer who died in 1959. In Google’s Knowledge Graph the mobster scores 284, the rugby legend 75, and me — the one who’s alive, with a firm, a book, and a deal tape — roughly 24. When BlitzMetrics audited my name in June 2026, I had no Knowledge Panel, no Wikidata item, and no entity home. Two dead men were beating me at being me.

Understand the diligence moment.

Here’s why this isn’t a funny cocktail story. In M&A there’s a moment after the handshake when the seller’s lawyer opens a laptop and checks you out. For me, that search returned a murdered gangster, a 1950s rugby player, fragments of my LinkedIn — and an SEC alert on an unrelated Chicago company that happens to share my firm’s name (no affiliation, for the record).

Deals don’t die loudly at that moment. They just go quiet. Nobody emails you to say the search results felt off. The audit put it better than I could:

“He closes a broker’s year of deals every month. Google thinks he’s a dead mobster.”

— Billy Batt Authority Audit, cover page (BlitzMetrics, June 2026)

Disambiguate first. Amplify second.

The instinct is to shout louder — post more, run ads, flood the zone. Wrong order. Amplifying an ambiguous name just sends more people into the wrong search results. You don’t out-corroborate a Scorsese film on the dead man’s spelling, and you shouldn’t try.

The win condition is narrower and completely achievable: make my exact spelling, my firm’s name, and the AI-engine question “Who is Billy Batt?” resolve to the living one. “billy batt” had zero recorded search volume at audit time* — an empty lane. On zero-volume names, the first definitive page typically owns the result within weeks.

Build the home before the audience.

So the first move wasn’t content. It was plumbing: billybatt.com/ — unregistered until June 2026, about twelve dollars — built as a facts-first entity home. Person schema with a disambiguatingDescription that names the difference in machine-readable terms. One canonical identity string on every surface. The same footer line on every page of this site, telling Google and every checker exactly which Billy this is.

It’s the same trade I’ve always run, honestly. The oilfield taught me you don’t pour product through unpressure-tested pipe. My whole story is finding undervalued assets and rebuilding them right — it just took an audit to notice the most undervalued asset I owned was my own name.

End the joke on your deal tape.

Here’s the twist I’ve come to enjoy: the collision is also the hook. Nobody at a conference forgets the M&A guy who opens with the shine-box joke. The audit’s rule for using it:

“Nobody forgets the M&A guy who opens with the shine-box joke — provided the joke ends on his deal tape.”

— Billy Batt Authority Audit (BlitzMetrics, June 2026)

That’s the whole playbook for any operator with a crowded name. Lead with the wink, land on the receipts. Mine are 16+ closed deals across a $1M–$48M range* — eleven of them documented on a public tape. The dead man has the movie; I have the transactions.

If your own name is sitting unclaimed — or worse, claimed by someone you’d rather not be confused with — register the domain this week. It’s the cheapest acquisition you’ll ever close. And if the business you want to discuss is one you’re selling, you know where to find the living Billy Batt.

* Search and Knowledge Graph figures: Ahrefs (US) and BlitzMetrics KG Explorer, pulled June 10, 2026, per the Billy Batt Authority Audit. Deal figures self-reported by Prime Acquisitions Group (primeacquisitionsgroup.com), June 2026; largest documented transaction $24M.