Get the facts to agree, and review platforms will do the rest without being asked.
How Often Should the Data Be Checked?
Crucially, start by pulling every existing record into one sheet before changing anything. It's unglamorous work with an unusually reliable return, which is worth planning around.
Where Should the Clean-Up Start?
More usefully, anyone who has run a bulk audit knows the majority of profiles carry at least one contradiction. Taken together, this is maintenance work, and maintenance work only fails when it stops.
The short version
Get the facts to agree, and data aggregators will do the rest without being asked. What follows from this is that across a large sufficient sample, the correlation between clean data and discovery searches is difficult to dismiss. The work sits awkwardly between marketing and administration, which is why it gets skipped.
Comparisons between competitors tend to show the gap between a tidy profile and a neglected one widens in a competitive suburb. Handled steadily, citation profiles stop being a project and become a habit. A workable routine is to review every month and log every change with a date. For restaurants and cafés, discovery still begins in a map or a directory more often than on a homepage. The payoff indicates up as a wider organic footprint, and it compounds sooner than most owners expect.