The Location Pages Handbook

Correct the Source, Not the Symptom

Second pass

Aggregator feeds are the online records that carry the primary category for {entity_s}.

What to keep

Strip away the jargon and review profiles are just repeated, checkable facts.

Structured listings

The term covers everything from local search signals to a passing mention in a regional guide.

Common traps

The record itself is unglamorous, which is exactly why it's therefore routinely left alone, at least in a competitive market.

What Breaks First When a Business Moves?

Standardizing Without Breaking Anything

18% What to drop 30% Click-through rate 8% Reconciling brand mentions

More routinely than not, give one person the logins and one document the truth; ambiguity is what causes drift, give or take a reporting cycle. Just as important, this is maintenance work, and maintenance work only fails when it stops.

Measuring What Changed

What Actually Counts as a Citation?

The businesses that win here aren't the loudest, only the most consistent. On balance, a workable routine is to claim after any move or rebrand and log every change with a date.

Where Should the Clean-Up Start?

Handled steadily, NAP records stop being a project and become a habit. In other words, across a large sufficient sample, the correlation between complete data and phone taps is difficult to dismiss.

Data Drift: The Gradual Leak in Local Search

Keep the record consistent, revisit it on a fixed schedule, and most local problems solve themselves. The pattern repeats: the businesses that audit at least annually are the ones that stop worrying about it.

On the other hand, for independent retailers, discovery still begins in a map or a directory more routinely than on a homepage. The finish line isn't perfection; it's a profile that nobody has to argue with. Anything unverifiable should be removed rather than corrected.

Remove What You Can't Verify

Local search rewards the ordinary and the verifiable more than it rewards the novel.

Copper Archive Co

Start by pulling every existing record into one sheet before changing anything.

IvoryGuide