This is the audit to run every quarter. It assumes you have a single source of truth to compare against. Without that, you are not auditing, you are guessing. Allow about an hour per office.
Before you start
- Open your canonical record for the office.
- Open your listing inventory.
- Have a note open for discrepancies. Record everything, fix afterwards, so you do not lose your place.
Step 1: search yourself as a stranger
- Search the practice name and read the whole first page.
- Search practice name plus city.
- Search each clinician name.
- Search each phone number you have ever used, in quotes.
- Search the street address.
- Note every name, address, and phone variant you see, and every unfamiliar site.
Step 2: the three platform profiles
For Google, Apple, and Bing, check each against the canonical record:
- Name, exactly, with no keywords.
- Address including suite, with your formatting.
- Phone, and that it is not a tracking number.
- Website URL, pointing at the office page not the homepage.
- Hours, including holiday exceptions.
- Map pin at the correct entrance.
- Primary and secondary categories.
- Services list populated with descriptions.
- Attributes accurate, including accepting new patients.
- Photos current, with no old signage and no patient information visible.
- No duplicate listing for this office.
- Ownership still inside the practice, with two owners.
Step 3: upstream data
- Aggregator records match the canonical record.
- No duplicates at aggregator level.
- NPI records for every clinician show the correct practice location, not a mailing or old employer address.
- Organisational NPI shows the current practice name.
- Credentialing profile shows correct locations and a scheduling phone number, and attestation is current.
Step 4: payer directories
The most valuable step, and the most often skipped. From the patient-facing directory, not a provider portal:
- You appear in a specialty-plus-location search.
- Address, including suite, is the practice not the billing address.
- Phone is correct, and you have dialled it to confirm where it rings.
- Every office is listed.
- Every current clinician is listed, and no departed ones.
- Accepting new patients status is honest.
Step 5: directories and locators
- Vertical directory profiles accurate and current, with correct insurance lists.
- Provider directories claimed and corrected, with no old affiliations.
- Modality locators show the right address, phone, and locations.
- No orphaned profiles for departed clinicians anywhere.
- Any listing found in step 1 that you did not know about is now claimed or corrected.
Step 6: website consistency
- Office page matches the canonical record exactly.
- Footer and contact page match.
- Structured data matches the visible page and the profiles.
- No bios for departed clinicians, and no dead links.
- Treatments listed on the office page are actually offered there.
Step 7: reviews and AI
- Reviews in the last ninety days, and the review habit still functioning: cards in stock, sign up, QR code working, email line present.
- All reviews responded to, on every platform.
- Fixed AI prompt set run, presence and accuracy recorded.
Then fix in order
Work upstream first: NPI and credentialing, then aggregators, then the platform profiles, then payer and vertical directories, then the long tail. Log every change with its date, and diarise a re-check in eight to twelve weeks for anything submitted rather than edited directly.
A profile-specific checklist is next.