The playbook
Local Citations: Review Process
A useful local citations review ends with a supported decision for each item examined. Define the evidence required before opening the report: directory, listing URL, incorrect field, status. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
Start with the business's authoritative identity record. When a phone number or address changes, update important directories and industry listings, then record unresolved duplicates. A consistent incorrect value is still incorrect; accuracy takes priority over simply matching every entry.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Record the authoritative name address and contact details | Is the supporting directory current and traceable? |
| Find important listings with incorrect information | Does listing URL support the decision being made? |
| Update changes and track unresolved duplicates | Can the next owner verify status? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to submitting to large numbers of irrelevant directories. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, prioritize listings customers actually use and correct material errors. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected page or query record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to important listings with accurate details using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Search results and indexing decisions are not controlled by the publisher. Record what your team changed and what was observed afterward. Avoid turning a correlation between a release and a traffic change into a claim of proven causation.
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