Fix Playbook

Keep your profile fresh

Treat freshness as an operating system for current business facts and current assistant answers.

Use this playbook when assistants cite stale hours, old addresses, outdated services, inactive booking links, or old review evidence.

Change types that need immediate distribution

• Regular hours or holiday hours.
• Temporary closure or reopening.
• Address, phone, or booking URL.
• Service availability, menu, or inventory.
• New location or closed location.
• Major credential, provider, or policy change.

Event-driven workflow

1. Update the source of truth. Record the exact timestamp of the change.
2. Push to platforms. Update Google Business Profile, Apple Business, Bing Places, Yelp, Facebook, and vertical sources where relevant.
3. Update the site. Change visible HTML, JSON-LD, and action links.
4. Emit discovery signals. Update sitemap lastmod for meaningful changes and use IndexNow where supported.
5. Schedule retests. Run checks at 15 minutes, 2 hours, 24 hours, 72 hours, and 7 days for high-risk operational changes.

Freshness metrics

Metric	What it tells you
Change-to-answer lag	How long until assistants answer with the new fact.
Stale-answer rate	How often sampled answers still contain old facts.
Stale-citation share	How often the answer cites evidence older than the fact requires.
Cross-provider consistency	Which platform is lagging or contradicting your source of truth.
Review recency coverage	Whether locations have recent authentic review evidence.

How to verify

Did the assistant catch up?

Re-test time-sensitive prompts after each distribution milestone and record which provider corrected first.

Re-run check

Related: Freshness, Profile consistency