Why Audit Listings
Listings accumulate over time from multiple sources:- Profiles created intentionally by the business
- Auto-generated listings from data aggregators
- User-submitted information on review platforms
- Scraped data from websites or public records
- Leftover listings from previous addresses or phone numbers
Finding Existing Listings
Manual Search Method
Search for the business using variations of its name, address, and phone number:1
Search business name
Enter the exact business name in Google. Review the first 3-5 pages of results for directory listings.
2
Search name variations
Try abbreviations, former names, and common misspellings. Search “Smith Title” if the official name is “Smith Title Company LLC.”
3
Search phone number
Enter the business phone number in quotes. This reveals listings that may have wrong names or addresses but correct phone numbers.
4
Search address
Enter the street address to find listings tied to the location, including those from previous tenants or incorrect business names.
5
Check major platforms directly
Visit Google, Yelp, Bing, Apple Maps, Facebook, and industry directories. Search within each platform rather than relying only on Google results.
Automated Scan Tools
Several services scan multiple directories and report findings:| Tool | Cost | Features |
|---|---|---|
| Moz Local Check | Free | Scans major directories, shows inconsistencies |
| Yext Listings Scan | Free | Broad scan, detailed report |
| BrightLocal | Free scan, paid management | Comprehensive audit with tracking |
| Semrush Listing Management | Paid | Ongoing monitoring included |
Recording Findings
Document each listing discovered during the audit:Information to Track
| Field | What to Record |
|---|---|
| Platform | Directory or site name |
| URL | Direct link to the listing |
| Claimed status | Whether the business controls the listing |
| Business name | Exactly as displayed |
| Address | Full address as shown |
| Phone | Number displayed |
| Hours | If listed |
| Issues | Specific problems identified |
A spreadsheet works well for tracking listings. Include columns for each NAP element plus notes on issues and action items. This becomes the reference document for corrections.
Example Audit Spreadsheet
Identifying Issues
Common problems discovered during audits:NAP Inconsistencies
NAP Inconsistencies
Name, address, or phone variations across platforms. Even minor differences like “Street” vs “St” or missing suite numbers create inconsistency signals.Action: Standardize on one format and correct all variations.
Unclaimed Listings
Unclaimed Listings
Profiles that exist but are not controlled by the business. These cannot be edited and may contain outdated or user-submitted information.Action: Claim the listing through the platform’s verification process.
Duplicate Listings
Duplicate Listings
Multiple listings for the same business on the same platform. Often caused by address changes, name changes, or multiple people creating profiles.Action: Claim the most accurate listing and request removal of duplicates.
Outdated Information
Outdated Information
Old addresses, phone numbers, or hours. Common after moves, phone system changes, or schedule updates.Action: Update with current information after claiming.
Incorrect Categories
Incorrect Categories
Wrong business type or category selection. A title company listed as “Insurance Company” reduces relevance for title-related searches.Action: Correct primary and secondary categories after claiming.
Missing Listings
Missing Listings
Major platforms with no listing present. Gaps in coverage mean missed discovery opportunities.Action: Create new listings on priority platforms. See Types of Listings for prioritization.
Claiming Unclaimed Listings
Claiming a listing grants the business control to edit information, respond to reviews, and add content.General Claiming Process
1
Find the claim option
Look for “Claim this business,” “Own this business?”, or similar links on the listing.
2
Create or sign in to an account
Most platforms require an account. Use a business email address rather than personal email.
3
Complete verification
Platforms verify ownership through phone calls, postcards, email, or document submission.
4
Update information
Once verified, correct any inaccurate information immediately.
Verification Methods by Platform
| Platform | Primary Verification | Timeframe |
|---|---|---|
| Google Business Profile | Postcard, phone, email, video | Days to weeks |
| Bing Places | Phone, email | Minutes to days |
| Apple Business Connect | Email verification | Days |
| Yelp | Phone call | Immediate |
| Admin access or documents | Varies |
Handling Duplicates
Duplicate listings confuse search engines and split review history. Removing duplicates consolidates signals on a single authoritative listing.Duplicate Resolution Process
- Identify the primary listing: Choose the listing with more reviews, longer history, or better information
- Claim the primary listing: Complete verification if not already claimed
- Report duplicates for removal: Use the platform’s duplicate reporting feature
- Document the request: Keep records in case follow-up is needed
Audit Frequency
| Situation | Recommended Frequency |
|---|---|
| Initial audit | Once, thoroughly |
| Routine maintenance | Quarterly |
| After address change | Immediately, then weekly for 8 weeks |
| After phone change | Immediately, then monthly for 3 months |
| After rebranding | Immediately, then monthly for 6 months |
Next: Maintaining Consistency
Systems for keeping listing information accurate and monitoring for changes