Your business name is written four different ways and one phone number is a tracking line

This is the least interesting item on this list and it is the one most often responsible for a business that ranks fine organically and cannot get into the map pack.

Google builds an entity for your business out of everything it can find about it. When the pieces disagree, confidence drops, and confidence is a ranking input for local results. It does not need to be a large disagreement. Suite 4 against #4, Ltd. against Ltd, or a phone number nobody else uses is enough to be noise.

Write the canonical version down

One file, four lines, kept where you will find it again:

Name:    Example Plumbing Ltd.
Address: 100 Example Rd SE, Unit 4, Calgary, AB T2X 1Y2
Phone:   (403) 555-0142
Hours:   Mon-Fri 8:00-17:00, Sat 9:00-13:00

Rules that save arguments later: use your trading name, not your legal entity name, unless customers actually say the legal one. Do not append your city or a service to it — Example Plumbing Calgary in the name field is against Google's guidelines and is one of the easiest things for a competitor to report. Pick one phone format and never vary it.

The tracking number trap

Call tracking is genuinely useful and the ordinary way of doing it does real damage: a separate number on the website, another on the ads, a third on a directory. You have now published three phone numbers for one business.

The fix is not to abandon tracking. Keep the real number as the one published everywhere, and use dynamic number insertion, which swaps the displayed number in the visitor's browser for paid sessions only, leaving the crawled page showing the real one. On the Google Business Profile, the primary number must be the real one; a tracking number can go in as the additional number.

Fix in this order

1. Google Business Profile. It is the record everything else is compared against.
2. Your own website — footer, contact page, and the structured data, which is frequently the stalest copy of all because nobody looks at it.
3. Apple Maps. Second most used maps app on the continent and almost universally neglected by small businesses.
4. Bing Places, Facebook, Yelp, Canada 411, and whatever industry directory your trade actually uses.
5. Old listings for a previous address. These are the ones that hurt, and the ones nobody remembers exist.

Search your own phone number in quotes and your old address in quotes. That is how you find the listings you forgot about, including the ones somebody else created for you.

What it costs to leave alone

Nothing visible, which is the problem. There is no error message. There is a competitor who is more legible to a machine than you are, appearing in three slots on a phone screen, on searches you would win on merit if the machine were sure who you were.