Updating citations isn’t a one-and-done job. Whenever anything about your business changes—address, phone, services, even your brand name—your citations need a refresh. If you’re rebranding but leave old details behind, you’re tossing confusion grenades into your local SEO efforts. As a general rule, do a comprehensive audit at least twice a year. Why so often? Because data aggregators and third-party sites can slip your info into the wrong place. Think of it as a tune-up for your business’s digital presence. Tools like Yext or BrightLocal can automate some of this, but even they can’t replace a good ol’ human eyeball for spotting weird discrepancies. Also, pay close attention to major directories—if your biggest funnel is Google Business Profile, keep that squeaky clean. Bottom line: if your citations read like last month’s leftovers, your brand image goes stale real fast.