Review Profiles for Boutique Agencies

Understanding Local Search Signals

1. Company profiles audit. At the same time, work from the aggregators outward, since fixing a source fixes everything downstream.
2. One rule. The order matters: review first, then reconcile, and only then submit anywhere new.
3. Online mentions audit. Claim what exists before creating anything new – duplicates are harder to remove than to avoid.
4. Branded queries. Put plainly, give one person the logins and one document the truth; ambiguity is what causes drift.

Verifying Without Breaking Anything

Unverified claims is straightforward to miss since nothing visibly breaks. Once a contradiction enters the aggregator layer it tends to resurface months later. The payoff shows up as a healthier enquiry pipeline, and it compounds gradually rather than overnight.

Where the agency of record has changed twice, expect thin descriptions somewhere in the profile. Check by phone or postcode lookup, not by memory. At the same time, where competitors are untidy, carefully maintained data is sufficient to take visibility in the map pack. Each matching source adds a little confidence; each contradiction subtracts more than it adds.

How Routinely Should the Data Be Checked?

1. Out of date. A workable routine is to standardize at the start of every quarter and log every change with a date.
2. Left undone. Almost always, start by pulling every existing record into one sheet before changing anything.
3. The website field. Set aside time to cross-check before each campaign rather than treating it as a one-off project.
4. Verifying without drift. Anything unverifiable should be removed rather than corrected.
5. On the record. At the same time, handle the high-authority sources by hand and batch the long tail afterwards.

Write the Canonical Record Down

79% Checking the business description 18% The current record 95% On the record

The usual culprit is an outdated business name, quietly inherited from an old listing no one remembers creating. In other words, keep a change log; six months on, no one remembers which field was edited or why.