Owner versus manager
Managers get removed. Owners keep the listing. If your marketing company is the owner, they can take the reviews, the photos, and the maps presence with them. That is not theoretical. I have watched it happen to shops that thought they were “on Google.”
Part of the Baseline is checking this. If you are not the owner, getting that transferred is the first job — before any rebuild.
What we actually edit
Primary category and the few extras that match the work. Description written like a person. Service areas that match the city pages. Hours. Phone that is yours. Photos from real jobs, not a stock library. Products or services filled in where they help, not stuffed.
I do not run a posting calendar of puns. An occasional photo from the field is fine. Reviews, and replies to reviews, do more than a week of “Happy Monday” graphics.
The site and the listing have to agree
Name, address, phone, hours, towns. If the site says one thing and the profile says another, both get weaker. Schema on the site should describe the same shop the profile describes. That sounds obvious. It is the thing most rebuilds break when they copy a template.
