Answer
Update a business profile whenever a customer could make a wrong decision because the old information remains online. Opening hours, seasonal closures, prices, availability, transport, menu items, room types, contact details and cancellation policies should be changed as soon as the business changes them.
In addition, complete a scheduled review before the high season, during the low season and after any major service change. Check the homepage, directory profile, maps, social profiles, public Q&A, downloadable files and automated answers-not only the page the owner remembers editing.
Keep a simple dated source record for important facts. When information cannot be confirmed, say that it requires direct confirmation rather than leaving a confident old answer in place. An accurate smaller profile is more valuable than a large profile containing stale claims.