Listings hygiene: the unglamorous checklist behind every map-pack win

Run this audit per location

Ninety minutes per site, once a quarter:

• Verify NAP consistency across the full publisher network.
• Suppress duplicates, including retired suite numbers and legacy practice names.
• Confirm hours, holiday hours and insurance acceptance.
• Attach every provider to the right location with correct specialty taxonomy.
• Refresh photos quarterly — real teams, real interiors, no stock.

Then measure the right thing

Direction requests, calls from listings and booked appointments per location beat generic impression counts. A rankings heatmap by market shows exactly which zip codes you own and which ones a competitor quietly took.