So apparently local SEO is centered around citations and getting Google Places to show your page on top, and what is being stressed is having the name, address, phone number CONSISTENT in every page. I'm taking over a local SEO campaign (for a friend for free) and his website is already submitted to the top 50 directories. The only problem is there's a ton of inconsistencies in the name, address, phone number, order in which they're in, abbreviations, etc. If there is already a page on these directories, how do you go about fixing them? Should I submit another page or would I get banned for duplicates? Should I try to contact whoever did SEO in the past and see if they had a universal email/password for everything?