Keeping your business data accurate across the web is the foundation of local...

https://mag-wiki.win/index.php/Birdeye_vs_Yext:_The_Real-World_Breakdown_for_Local_SEO

Keeping your business data accurate across the web is the foundation of local SEO. When your NAP—name, address, and phone number—is consistent, Google trusts your location enough to rank you higher in searches