Google collates business listings from multiple on-line and off-line sources. To reduce duplication in the index, Google's algorithm combines listings automatically based on address, phone number, or geocode,[73] but sometimes information for separate businesses will be inadvertently merged with each other, resulting in listings inaccurately incorporating elements from multiple businesses.[74] Google allows business owners to create and verify their own business data through Google My Business,.[75] Owners are encouraged to provide Google with Business information including; address, phone number, business category and photos.[76] Google has staff in India who check and correct listings remotely as well as support businesses with issues.[77] Google also has teams on the ground in most countries, that validate physical addresses in person.[78] After the business listing is been verified, business owners can further optimize their profile by logging into their Google account and GMB dashboard.