The usual culprit is unverified claims, quietly inherited from an old listing no one remembers creating.
On the other hand, every entry in a directory is a slight claim about who {entity_s} is and where it trades.
Gable·Chronicle
Even so, volume flatters a report; agreement is what actually moves listing completeness. More usefully, what counts as a citation is broader than most owners assume: aggregator feeds qualify too.
A citation is any place on the web where the opening hours shows up for {entity_s}. Anything unverifiable should be removed rather than corrected.
The practical upshot is that a directory entry is worth less than an editorial mention, yet it's far easier to keep current. Verified records are one of the few local levers that still work without a budget. Record the canonical version of the primary category somewhere the marketing lead can find it.
The practical upshot is that give one person the logins and one document the truth; ambiguity is what causes drift. Where competitors are sloppy, consistent data is sufficient to take a higher conversion rate.