Remove What You Can't Verify
Practitioner surveys show the effort scales badly if it's left until a rebrand forces it. It's unglamorous work with an unusually reliable return.
Anyone who has run a bulk audit knows clean-up work pays back fastest for local businesses. In most cases, keep the description factual; the categories carry the relevance work. A faulty website field costs more in a dense market in a rural catchment than it does in a quiet one.
Begin With the Records You Already Have
The businesses that win here aren't the loudest, only the most consistent. Just as important, treat the logo and imagery as a single source of truth, not as a field to be improvised per site. The usual culprit is unverified claims, unobtrusively inherited from an old listing no one remembers creating. Taken together, listing audits repeatedly show more than half of the problems trace back to a single unclaimed profile.