Contents

Trout Psychology — Cle Elum, Washington

Including reconciliation of the legacy "Streamside Coven Co." identity

Prepared: August 27, 2026
Engagement: Local Marketing Playbook — Phase 1, Foundation
Prepared for: Kristen Bufe, Founder
Companion document: GBP Optimization Report.md (same folder)

HOW TO READ THIS REPORT

Every row in every table carries one of three labels. This distinction is the point of the document — an audit that guesses is worse than no audit, because it sends you to fix things that are not broken and leaves the real problems standing.

We did not log into any platform account for this audit. Nothing below asserts the internal state of a listing we could not see. Where the honest answer is "someone has to open this," that is what the row says.

1. EXECUTIVE SUMMARY

1.1 What we found

[VERIFIED] Four live citations exist under the legacy identity, and none under the current brand.

The business has an off-brand citation footprint. Every third-party surface we located names Streamside Coven Co., not Trout Psychology. Meanwhile, the intended brand has essentially no citation presence at all. The business is therefore accruing whatever local authority it has under a name it has stopped using.

[VERIFIED] The domain migration is technically clean. streamsidecovenco.com returns HTTP 301 to https://www.troutpsychology.com/, at the root and at deep paths — we tested /singledayschool, /instructors, and /waretreats, and all three 301 to path-matched URLs on the new domain. (Direct HTTP check, Aug 27, 2026.)

This corrects the engagement brief, which recorded a 302. A 301 is a permanent redirect and passes authority properly; a 302 would not have. This is good news and it means the domain side of the migration needs no remediation.

[VERIFIED] But the brand migration is not clean, and the redirect masks it. Search results for pages on the current domain still render titles reading Instructors — SCco. and General 1 — SCco. (search result titles for troutpsychology.com URLs, Aug 27, 2026.) The legacy brand is still in the site's title-tag template. The redirects moved the URLs; nobody moved the name.

[VERIFIED] A live third-party booking listing carries the old name and placeholder data. A Picktime booking page titled "Streamside Coven Co - Fly Fishing in Cle Elum" is publicly reachable at picktime.com/home/8c73e2d2-c9bb-4b13-bea8-7d13aa1fc716. It lists the email streamsidecovenco@gmail.com, hours of "Open daily 9:00 AM – 5:00 PM," categories "Events and Entertainment, Fly Fishing," and — this is the problem — services named "Sample Service" and "Puget Sound School - Test Class." (Direct fetch, Aug 27, 2026.) Test data is publicly indexed under the old brand.

[VERIFIED] Two more legacy surfaces. A 2025 brochure PDF hosted on Squarespace's CDN is titled "Streamside Coven Co. (Trout Psychology)…", and tamaracksguideservice.com hosts event pages for Streamside Coven programs (a Spring Educational Clinic and an October Streamer Retreat). A SheJumps Washington Facebook group post also names Streamside Coven Co. (Search results, Aug 27, 2026.)

[NOT FOUND] No listing surfaced on Yelp, TripAdvisor, FishingBooker, or Fin & Field under either name. Searches combining both brand names with each platform returned only competitors — Troutwaters Outfitters, Red's Fly Shop, Brazda's, Ellensburg Angler, The Evening Hatch. (Search, Aug 27, 2026.) Competitors occupy this space; the client does not.

1.2 What it means

Three problems, in order of severity:

1. Split entity. Google, Apple, and every data aggregator are being asked to resolve a business that appears under two unrelated-sounding names, one of which is on the website's own page titles. Local search resolves entities by consensus across sources. Right now the consensus points at a name the business no longer uses.

2. Near-zero citation floor. The absence of Yelp, TripAdvisor, and the fishing verticals is not just missed traffic — those platforms are where a prospect deciding to spend $750 on a stranger's boat goes to check whether the business is real. Competitors are there. The client is not.

3. Public test data. The Picktime page showing "Sample Service" and "Test Class" is the kind of detail that quietly costs bookings. It is also trivially fixable.

1.3 The plan in one paragraph

Establish the canonical NAP (§2). Decide the legacy-name policy — reconcile, do not erase (§3). Fix or retire the four known legacy surfaces (§4). Build the Tier-1 twelve in weeks 1–3 (§5), the fishing and tourism verticals in weeks 3–6 (§6–§7), and the general aggregators as a foundation layer that feeds everything downstream (§8). Then hold it with a monthly consistency check (§13).

1.4 Tier-1 count

Twelve Tier-1 targets. Detailed in §5. Of those twelve, [VERIFIED] one exists under the wrong name (Instagram is under the right one), and the remaining ten are either [NOT FOUND] or [CHECK].

2. CANONICAL NAP — THE SOURCE OF TRUTH

Copy this block. Paste it everywhere. Do not retype it, do not improve it, do not let a platform's autocomplete alter it.

Business name:  Trout Psychology
Street address: [none published — service-area business]
City:           Cle Elum
State:          WA
ZIP:            98922
Country:        United States
Phone:          (206) 659-5501
Website:        https://www.troutpsychology.com
Email:          [CHECK — see §2.3]

2.1 Formatting rules

These are not stylistic preferences. Citation matching is substantially mechanical, and small variations create distinct records that then have to be merged by hand.

📞 Phone format — scope of this rule, so nobody "fixes" the wrong thing

(206) 659-5501 is canonical for citation and directory submissions specifically — the NAP block above, every listing in §5–§13, GBP's phone field, and any aggregator record. That is what this deliverable governs, and format consistency across directory records is the entire point of it.

206-659-5501 is correct — and is NOT an inconsistency — in:
- body copy and marketing prose across the service pages, the FAQ, the GBP report, the Social Calendar, the Email System and the client profile (60+ instances, all deliberate);
- tel: links — e.g. tel:+12066595501 or tel:2066595501;
- structured data. Schema Markup.md requires E.164 (+12066595501) for the telephone property, which is Google's stated preference for JSON-LD. That is a third format and it is also correct in its own context.

Three formats, three contexts, one number. All are the same digits. Directory-matching algorithms normalise to digits anyway; what they punish is inconsistency within the directory corpus, which is precisely what the canonical block above prevents. Do not run a find-and-replace across the corpus to "unify" these — doing so would break the E.164 schema values and rewrite dozens of lines of finished copy for no gain. If you are editing a directory listing, use (206) 659-5501. If you are editing prose, leave 206-659-5501 alone. If you are editing JSON-LD, use +12066595501.

Phone-number rule, stated absolutely: one phone number, everywhere, forever. Do not use a tracking number on any citation. Call-tracking numbers are the most common cause of NAP fragmentation in local SEO, and the attribution data is not worth the damage. If call tracking is required later, use dynamic number insertion on the website only, never on a directory listing.

Website rule, stated absolutely: never cite streamsidecovenco.com, even though it redirects correctly. A citation pointing at a redirecting domain passes diluted signal and re-teaches every crawler that the legacy domain is the business's home. The redirect exists to catch old inbound links, not to be a URL you deliberately publish.

2.2 The address question

There is no published street address, and per the GBP report (§4) there should not be one. For citation purposes this creates a specific problem: many directories require a street address and will not accept a city-only listing.

[RECOMMENDATION] Policy, in priority order:

1. Prefer platforms that support service-area or city-only listings. Google, Bing, Apple, Facebook, Nextdoor, and every fishing/tourism vertical handle this natively. These are also the platforms that matter most here.
2. Where a street address is required and the platform is genuinely worth having, use Kristen's real business mailing address and set it to hidden/private if the platform allows. If it does not allow hiding, weigh whether that listing is worth publishing a home address for. For a woman-owned solo-founder operation this is a real safety consideration, and the honest answer for most Tier-3 directories is no.
3. Never invent an address. Not a river access point, not a boat launch, not a UPS box, not a coworking space, not a fly shop you do not own. Every one of these is a suspension trigger on Google and a data-quality problem everywhere else. A missing listing costs less than a suspended one.
4. If an address is used anywhere, it must be identical everywhere it appears. Pick one format and freeze it. Record it in the tracker (§12) so nobody improvises later.

Consequence to accept: the business will skip some Tier-3 directories. That is the correct trade. Twelve accurate Tier-1 citations beat sixty inconsistent ones, and citation quality has outweighed citation quantity for years.

2.3 The email question

[VERIFIED] streamsidecovenco@gmail.com is live and publicly visible on the Picktime booking page (direct fetch, Aug 27, 2026).

[RECOMMENDATION] Migrate to a branded address before the citation build starts, not during it. An email address is an entity signal that many platforms and data brokers read. Publishing streamsidecovenco@gmail.com across a dozen new listings would rebuild the legacy identity at exactly the moment we are trying to consolidate it.

Set up kristen@troutpsychology.com or info@troutpsychology.com, forward the Gmail into it so nothing is lost, and use the branded address on every new citation. [CHECK] — Kristen's decision. This is item 1 in §14 because it blocks the build.

3. LEGACY NAME POLICY — RECONCILE, DO NOT ERASE

The instinct is to scrub "Streamside Coven Co." from the internet. That is the wrong move, and it is worth being precise about why.

3.1 The reasoning

The legacy name has accumulated real equity: a Fly Fish Journal feature, a podcast appearance, partner event pages, a community-group mention, and whatever links and mentions we have not found. Deleting the connection between the two names does not transfer that equity — it strands it. Someone who reads the Fly Fish Journal piece, searches "Streamside Coven Co," and finds nothing is a lost customer.

What we want is not erasure. It is for every system, human and machine, to understand that Streamside Coven Co. and Trout Psychology are one business, and Trout Psychology is the current name.

3.2 The three-way rule

3.3 The machine-readable reconciliation

The single most effective thing that can be done here is not a directory edit. It is on the website, and it belongs to the SEO workstream:

"name":          "Trout Psychology"
"alternateName": "Streamside Coven Co."
"sameAs":        [ every claimed profile URL — Instagram, GBP, Yelp,
                   TripAdvisor, FishingBooker, Facebook, chambers ]

alternateName is the explicit statement "this business was also called that." sameAs is the explicit statement "all of these accounts are this one business." Together they do more entity consolidation than any number of individual listing edits, because they give search engines a first-party declaration rather than making them infer it.

Feed the sameAs array as the build progresses. Every time a listing in §5–§8 is claimed, add its public URL to the array. This is a recurring task, not a one-time one, and it is the mechanism that turns a pile of citations into a single coherent entity.

3.4 The title-tag fix

[VERIFIED] Pages on troutpsychology.com still render — SCco. in their titles.

This is the highest-leverage single fix in this document and it is a one-line change in Squarespace's site-title field. Every page title should read [Page Name] | Trout Psychology. While in there, confirm no page renders a doubled suffix (… | Trout Psychology — Trout Psychology), which the engagement brief flagged.

[CHECK] — requires Squarespace access. Item 2 in §14.

4. LEGACY SURFACE REMEDIATION — THE FOUR KNOWN ITEMS

These are [VERIFIED] live surfaces. Fix these before building anything new, so the build does not compete with them.

4.1 Picktime booking page — highest priority

URL: https://www.picktime.com/home/8c73e2d2-c9bb-4b13-bea8-7d13aa1fc716
Status: [VERIFIED] live, publicly indexed (direct fetch, Aug 27, 2026)

What it currently shows:

Decision required first: is this platform still in use? The site's own booking flow points at troutpsychology.com/booknow [VERIFIED — live on site], which suggests Picktime may be abandoned. That determines the action:

• If abandoned → delete the account, or at minimum unpublish the public page. An abandoned booking page with test data and a dead brand name is a liability, and someone may actually try to book through it.
• If in use → full cleanup: rename to Trout Psychology, delete both placeholder services, add the phone (206) 659-5501, add the website, correct the hours per GBP report §11, add the branded email, and align the service list with §9 of the GBP report.

Either way this is week 1. [CHECK] — requires Kristen's Picktime credentials. Item 3 in §14.

4.2 The 2025 brochure PDF

URL: https://static1.squarespace.com/static/63939b2f65ca3a79ac3d2344/t/6772fc58e8cd017e0d631469/1735588991591/2025+Brochure.pdf
Status: [VERIFIED] indexed, titled "Streamside Coven Co. (Trout Psychology) believes in learning fly fishing…" (search result, Aug 27, 2026)

Indexed PDFs are citations — search engines read the NAP inside them. This one leads with the legacy name.

Action: produce a 2026 brochure led by Trout Psychology, carrying the canonical NAP from §2 on the back page, and replace the file. [CHECK] — the PDF's internal NAP content was not read for this audit; open it and verify the phone, website, and email inside before deciding whether the old file needs pulling immediately or can wait for the 2026 replacement.

4.3 Partner site — Tamarack's Guide Service

URLs: https://tamaracksguideservice.com/2023/02/28/spring-educational-clinic/ and https://tamaracksguideservice.com/2024/07/24/october-streamer-retreat/
Status: [VERIFIED] live, naming Streamside Coven Co. (search results, Aug 27, 2026)

Nate Tamarack is the second instructor, so this is a friendly site — the easiest possible outreach.

Action: ask Nate to (a) update the business name to Trout Psychology with formerly Streamside Coven Co. where it reads naturally, (b) confirm any phone or email on those pages matches §2, and (c) link to https://www.troutpsychology.com. Then add those URLs to the sameAs array (§3.3). [CHECK] — page NAP contents not read; check before requesting edits so the ask is specific.

4.4 SheJumps Washington — Facebook group post

URL: https://www.facebook.com/groups/shejumpswashington/posts/6679644538758772/
Status: [VERIFIED] exists, names Streamside Coven Co. (search result, Aug 27, 2026)

Action: none. This is a dated community post about a past event — an accurate historical record, not a citation carrying live NAP. Leave it. Do note SheJumps as a genuine partnership lead for the women-in-fly-fishing positioning; that belongs in the outreach workstream, not here.

4.5 Standing search — find the rest

We found four. There are almost certainly more. Run these quarterly and add anything new to the tracker (§12):

"Streamside Coven Co"
"Streamside Coven"
"SCco." fly fishing
"streamsidecovenco.com"
"streamsidecovenco@gmail.com"
link:streamsidecovenco.com
"Kristen Bufe"
"Trout Psychology" -site:troutpsychology.com

5. TIER 1 — THE CRITICAL TWELVE

These twelve carry the overwhelming majority of the value. Complete all twelve before starting Tier 2.

Ordering reflects this business specifically: a service-area fly fishing guide and outdoor-education operation in a small Washington tourism town, selling a high-consideration purchase to travelers.

T1-1. Google Business Profile — Critical

Fully specified in the companion GBP Optimization Report.md. That document is the authority; do not duplicate its settings here. This is the gating dependency for the entire build — several other platforms cross-reference Google data, and Google is where the return concentrates.

T1-2. Bing Places for Business — Critical

Why it matters more than its market share suggests: Bing data feeds Microsoft Copilot and, through the wider Bing index, is consumed by several AI answer surfaces. For a business whose stated primary goal is authority and whose Phase 2 strategy targets AI-citable content, Bing is not a rounding error — it is a direct input to the answer engines.

Shortcut: Bing Places offers import from Google Business Profile. Do GBP first, then import, then review every field — the import is a starting point, not a finished listing. Set the same service areas and confirm the category mapped sensibly (§9).

T1-3. Apple Business Connect — Critical

Why it matters here specifically: Apple Maps is the default map on every iPhone, and this business sells to Seattle-metro travelers driving over Snoqualmie Pass — a demographic heavily weighted toward iOS. It also feeds Siri and Apple's Spotlight suggestions. Under-claimed by competitors, which makes it cheap ground to take.

Watch for: Apple's service-area handling is weaker than Google's, and it may push for a pin. [CHECK] — see whether a service-area configuration is offered for the selected category before entering any address. Add Showcases (Apple's post-equivalent) once live; almost nobody in this category does.

T1-4. Facebook Business Page — Critical

Search Facebook natively first for Trout Psychology, Streamside Coven Co, and Streamside Coven before creating anything. An unmanaged auto-generated page may exist; claim it rather than creating a duplicate.

Set page type to a service-area business. Add the booking CTA. Cross-post the GBP post calendar (GBP Optimization Report.md §14) — the copy transfers directly.

T1-5. Instagram Professional Account — Critical

This is the strongest brand asset the business owns, and it is currently an orphaned entity signal.

[VERIFIED] A second account, https://www.instagram.com/troutfreckles/, also exists (personal). [CHECK] — confirm with Kristen which is business and which is personal, and whether the personal account should link to the business one.

Actions:
- [CHECK] Confirm the account is a Professional/Business account, not Personal. This unlocks the contact fields — and those contact fields are a citation.
- Set the contact phone to (206) 659-5501 and the website to https://www.troutpsychology.com.
- Set the category to a fishing/outdoor option (§9).
- Rewrite the 150-character bio (§10.7).
- Add the Instagram URL to the website's sameAs array (§3.3). This connects the strongest brand asset to the business entity, which is currently not happening.

T1-6. Yelp for Business — Critical

Yelp syndicates to Apple Maps, Alexa, and a range of downstream consumers, which makes it worth more than its direct traffic. Set as a service-area business and hide the address.

Two Yelp-specific rules:
- Never solicit Yelp reviews. Yelp's recommendation filter actively suppresses solicited reviews and the business can be penalized with a consumer alert. This is the opposite of the Google policy. Do not run one review campaign across both platforms.
- Decline the ad sales calls that follow a new claim. They are aggressive and the spend is not justified at this stage.

T1-7. TripAdvisor — Critical

Why this is Tier 1 and not Tier 2: [VERIFIED] Cle Elum has active TripAdvisor category pages — "THE BEST Cle Elum Fishing Charters & Tours" and "THE 5 BEST Cle Elum Tours & Excursions" — and competitor Troutwaters Outfitters holds a well-reviewed listing there (search results, Aug 27, 2026). Those category pages rank for exactly the travel-planning queries this business wants, and they are currently a competitor showcase.

Submit as an Attraction / Tour & Activity operator. Expect a review period of several weeks — start early.

T1-8. FishingBooker — Critical

The largest fishing-trip marketplace globally. High-intent traffic: everyone on the platform is trying to book a fishing trip. Freshwater and river guide operations are supported alongside saltwater charters.

Note on listing type: [VERIFIED] FishingBooker documents multiple listing types (help.fishingbooker.com, "How do I choose my listing type?", Aug 27, 2026). [CHECK] — select the type matching a river guide with a raft/drift boat rather than a captained saltwater charter. Read that help page during setup.

Commercial decision required. This is a commission marketplace, not a free directory — bookings through it carry a fee. [RECOMMENDATION] List anyway. The citation and discovery value is real even at zero direct bookings, and for a business with no review presence anywhere, a marketplace that generates verified reviews is a genuine asset. But it is Kristen's call on the economics. [CHECK] — item 5 in §14.

T1-9. Fin & Field — Critical

A hunting-and-fishing outfitter marketplace with a state-by-state operator directory — a strong topical citation for a guide service. Smaller than FishingBooker but the audience is precisely correct.

[CHECK] — locate the operator signup path from the homepage; a direct submission URL was not confirmed for this audit.

T1-10. Data Axle (formerly InfoGroup / InfoUSA) — Critical, foundational

Why an aggregator is Tier 1. Data aggregators supply business data to hundreds of downstream directories, in-car navigation systems, and voice assistants. Fixing a record here propagates automatically; leaving a stale record here means stale citations regenerate after you fix them by hand — the "zombie listing" problem.

This is the most likely place a stale Streamside Coven Co. record is sitting, because aggregator records persist for years and nobody thinks to check them. Search both names.

T1-11. Foursquare — Critical, foundational

Foursquare's location data feeds Apple Maps, Uber, Samsung, Twitter/X and a long tail of apps. Low direct traffic, high syndication value.

[CHECK] — a user-generated venue may already exist under either name, since Foursquare venues are frequently created by check-ins rather than by owners. Search both names before creating.

T1-12. Neustar Localeze (TransUnion) — Critical, foundational

The third major US aggregator alongside Data Axle and Foursquare. [CHECK] — pricing and current submission path.

[RECOMMENDATION] Evaluate a managed aggregator service instead of submitting individually. Yext, BrightLocal Citation Builder, or Whitespark push to all three aggregators plus dozens of directories from one dashboard, and — the part that matters most here — they handle name-change propagation, which is the single hardest part of this engagement.

The trade-off, stated honestly: Yext in particular is a lease, not a purchase. Listings it creates are maintained only while the subscription is active, and many revert when it lapses. Whitespark and BrightLocal build more permanent listings. [RECOMMENDATION] For this business, a one-time Whitespark or BrightLocal citation build for the aggregator layer is the better economics than an ongoing Yext subscription — the business does not have enough locations or enough listing churn to justify a lease model. [CHECK] — budget decision, item 6 in §14.

5.1 Tier-1 summary

Tier-1 count: 12.

6. TIER 2 — FISHING, OUTDOOR & GUIDE VERTICALS

Topically relevant citations from fishing and outdoor sites carry more weight for a guide service than a generic business directory, because relevance is part of citation value. Build these in weeks 3–4.

Reciprocal-mention opportunities — not directory submissions, but they function as citations:

Those last two are the highest-value items in this whole section. An editorial link from a respected fly fishing publication is worth more than twenty directory listings, and both already exist — they may simply be pointing at the wrong domain.

7. TIER 3 — WASHINGTON TOURISM, LOCAL & REGIONAL

Cle Elum is a tourism town on the Snoqualmie Pass corridor. Tourism-authority citations reach travelers at the planning stage, which is precisely when a guided trip gets booked. Build in weeks 4–6.

7.1 Chambers and local business directories

7.2 State and regional tourism

7.3 Experience marketplaces

8. TIER 4 — GENERAL AGGREGATORS & DIRECTORIES

Low individual value; meaningful in aggregate as NAP consensus. Only build these after Tiers 1–3 are complete. Many require a street address, so §2.2 applies — skip any that force publishing a home address.

Honest assessment of Tier 4: these directories contribute very little on their own, and several are low-quality enough that a listing there is close to inert. Their value is defensive — a consistent NAP across many sources reinforces entity consensus, and a stale legacy-name record on one of them actively works against you. [RECOMMENDATION] The best use of this tier is not to build it manually but to let the aggregator layer (T1-10 through T1-12) populate it, and to search these sites specifically for stale Streamside Coven Co. records that need correcting.

9. CATEGORY MAPPING BY PLATFORM

Category systems differ. Use the exact strings below. Do not create custom categories where a pre-set exists — pre-sets carry more weight.

The standing rule, restated: on every platform, avoid any psychology, counseling, therapy, mental-health, coaching, or medical category. This is not a Google-only concern — the name will invite the same miscategorization anywhere a category is inferred from a business name. See GBP Optimization Report.md §5 for the full reasoning. Audit categories on every platform monthly.

10. PLATFORM-SPECIFIC PROFILE COPY

Ready to paste. Each is written to that platform's limit and audience. Measured character counts are given; they include spaces and assume the text is pasted as a single paragraph where the platform does not preserve line breaks.

10.1 Google Business Profile — 750 character limit

See GBP Optimization Report.md §8 for two versions plus rationale. Recommended version measures 715 characters.

10.2 Yelp — 1,500 character limit

Yelp rewards storytelling and a first-person voice more than any other directory. 1,490 characters.

Trout Psychology teaches fly fishing the way people actually learn.
We guide and instruct on the Yakima River, launching from Cle Elum,
Washington — about ninety minutes from Seattle over Snoqualmie Pass.

Here is what makes us different. Our founder, Kristen Bufe, holds a
B.S. in Behavior Analysis and spent roughly a decade teaching students
on the autism spectrum before turning the same instructional science
toward fly fishing. She has 25 years on the water and 20 years of
water-based instruction. Nate Tamarack fishes dry flies from the hard
boat; Kristen fishes streamers from the raft — about 40 years of
fishing knowledge between them.

We apply behavioral science to both sides of the river. Trout are
organisms that follow the same laws of learning as anything else, so
their behavior is readable and predictable — which means you can build
an evidence-based strategy instead of guessing at fly patterns. On
your side, we break complex skills into components and chain them back
to mastery. You learn the reasoning, not just the mechanics.

Every program runs at a maximum 3:1 student-to-instructor ratio, with
custom curriculum, streamside workbooks, and river journaling. Guided
float trips, fly fishing schools, private education, casting camps,
three-day group retreats, and our signature Streamer Stomp. Virtual
casting lessons with video analysis, available anywhere.

Gear provided. Beginners genuinely welcome. Woman-owned.

Book at troutpsychology.com or call 206-659-5501.

10.3 Facebook — 255 character short description

246 characters.

Guided fly fishing trips and fly fishing schools on the Yakima River
in Cle Elum, WA. We teach with behavioral science — for the angler and
the trout. Max 3:1 ratio, custom curriculum, gear provided. Virtual
casting lessons anywhere. Woman-owned.

For the long About section, use the Yelp copy (§10.2) — it transfers cleanly.

10.4 BBB — 1,000 character limit, professional tone

941 characters.

Trout Psychology is a fly fishing guide service and outdoor education
business serving the Yakima River corridor in central Washington,
based in Cle Elum and operating throughout Kittitas County.

Founded by Kristen Bufe, who holds a B.S. in Behavior Analysis and has
25 years of angling experience and 20 years of water-based
instruction, the business applies established principles of behavioral
science to fly fishing instruction. Complex skills are decomposed into
components, taught with positive reinforcement, and chained
progressively to mastery. All programs run at a maximum 3:1
student-to-instructor ratio.

Services include guided fly fishing float trips, multi-day fly fishing
schools, private custom-curriculum education, casting camps,
three-day group retreats, and remote casting instruction with video
analysis. Equipment is provided on guided trips.

Trout Psychology is woman-owned. Formerly operating as Streamside
Coven Co.

Note the closing line — BBB is one of the few places where an explicit "formerly" statement is appropriate and useful (§3.2).

10.5 Universal — 500 characters

498 characters.

Trout Psychology guides and teaches fly fishing on the Yakima River in
Cle Elum, Washington. Founded by a behavior analyst with 25 years on
the water, we apply the science of learning to both the angler and the
trout — so you leave understanding why a fish eats, not just how to
cast. Guided float trips, fly fishing schools, private education,
casting camps, and three-day retreats, all at a max 3:1 ratio. Virtual
casting lessons available anywhere. Gear provided, beginners welcome.
Woman-owned.

10.6 Universal — 300 characters

284 characters.

Guided fly fishing trips and fly fishing schools on the Yakima River,
Cle Elum, Washington. We teach with behavioral science — for the
angler and the trout — at a maximum 3:1 ratio, with custom curriculum
and gear provided. Virtual casting lessons anywhere. Woman-owned.
206-659-5501.

10.7 Universal — 150 characters (and Instagram bio)

147 characters.

Fly fishing taught the way people actually learn. Guided trips &
schools on the Yakima River, Cle Elum WA. Behavior science meets
trout. 3:1 ratio.

Instagram bio variant — 150-character limit, line breaks preserved, link in bio:

Fly fishing taught the way people actually learn 🎣
Guided trips + schools | Yakima River, Cle Elum WA
Behavior science meets trout. Woman-owned.

10.8 Foursquare — ~140 characters

134 characters.

Guided fly fishing and fly fishing schools on the Yakima River, Cle
Elum WA. Behavior-science instruction, max 3:1 ratio. Woman-owned.

10.9 Apple Business Connect — ~250 characters

234 characters.

Guided fly fishing trips and fly fishing schools on the Yakima River,
launching from Cle Elum, Washington. Behavior-science instruction for
the angler and the trout, at a max 3:1 ratio. Gear provided.
Virtual casting lessons anywhere.

10.10 TripAdvisor / FishingBooker / Fin & Field — trip-listing copy

Marketplaces want the experience, not the company. 590 characters.

Spend a day on Washington's Yakima River with a guide who can explain
why the fish did what it did. We float the river by raft or hard boat,
fishing streamers or dry flies depending on the season and what you
want to learn. Instruction is built into every trip — not a lecture,
but a running conversation about reading water, presentation, and
trout behavior. Rods, reels, lines, and flies provided; bring
polarized sunglasses, layers, and a Washington fishing license.
Complete beginners genuinely welcome. Maximum two anglers per boat.
Launching from Cle Elum, 90 minutes east of Seattle.

10.11 Copy rules

• Never open a directory description with "Psychology," and always place "fly fishing" in the first sentence. Same reasoning as GBP Optimization Report.md §5.
• Do not add keyword strings to any business name field on any platform. It is a violation on Google and a data-quality flag everywhere else.
• Where a platform allows a "formerly known as" or "previous name" field, put Streamside Coven Co. there — and only there.
• Do not paste the same 1,500-character block into a 150-character field and let it truncate. Truncated copy reads as neglect. Use the right length.

11. PHOTO REQUIREMENTS BY PLATFORM

The shot list in GBP Optimization Report.md §12 supplies the images. This table covers the specs.

The rule that matters more than any spec: the first image on every platform must be unmistakably fly fishing — river, rod, raft, or trout. Never a whiteboard, workbook, or flowchart. See GBP Optimization Report.md §12.2.

12. NAP CONSISTENCY TRACKER

Build this as a spreadsheet. It is the working artifact of this engagement — this document is the plan; the tracker is the state.

Columns:

Pre-seed the tracker with these rows, using the audited status:

Three counts to report monthly: live citations with correct NAP; citations still carrying the legacy name; platforms with a psychology-adjacent category. The second and third should both trend to zero and stay there.

13. PHASED ROLLOUT

Week 0 — unblock (do before anything else)

• [ ] Confirm the canonical NAP with Kristen, especially the ZIP (§2)
• [ ] Decide the email question and set up the branded address (§2.3)
• [ ] Confirm the legal registrant — Streamside Coven Co. or Trout Psychology (needed for verification documents)
• [ ] Get access to: Squarespace, Picktime, Instagram, and whatever Google account will own the GBP
• [ ] Fix the site title-tag template (§3.4) — highest-leverage single fix in this document
• [ ] Create the tracker spreadsheet, pre-seeded per §12

Week 1 — Tier 1, part one, plus legacy triage

• [ ] Claim/create Google Business Profile; begin verification (expect video — see the GBP report §3.3)
• [ ] Remediate or retire the Picktime listing (§4.1)
• [ ] Bing Places — import from GBP once verified, then review every field
• [ ] Apple Business Connect
• [ ] Facebook Business Page — search natively first, then claim or create
• [ ] Instagram — convert to Professional, add contact fields, rewrite bio (§10.7)
• [ ] Start the sameAs array on the website; add each URL as it goes live

Week 2 — Tier 1, part two: the verticals

• [ ] Yelp (service-area, address hidden; do not solicit reviews)
• [ ] TripAdvisor (Outdoor Activities; expect a multi-week review)
• [ ] FishingBooker (confirm listing type; commercial decision on commission)
• [ ] Fin & Field
• [ ] Request Fly Fish Journal and Lost Meander link updates if they point at the legacy domain (§6)

Week 3 — Tier 1, part three: the aggregator layer

• [ ] Data Axle — search both names, correct any legacy record
• [ ] Foursquare — search both names
• [ ] Neustar Localeze, or commit to a managed build (§T1-12)
• [ ] Fishing Washington State guide directory (T2-1)
• [ ] Nate Tamarack outreach re: tamaracksguideservice.com (§4.3)

Week 4 — Tier 2 and local

• [ ] Cle Elum–Roslyn Chamber (T3-1) — highest-priority local citation
• [ ] Kittitas County Chamber + tourism page (T3-2, T3-3)
• [ ] Guidefitter, Captain Experiences, Wanderfish
• [ ] Begin Orvis Endorsed and Fly Fishers International conversations (T2-2, T2-3) — long lead times, start now
• [ ] BBB free listing

Weeks 5–6 — tourism and remainder

• [ ] State of Washington Tourism partnership inquiry (T3-8)
• [ ] Confirm WDFW guide licensing and any directory (T3-10) — compliance item
• [ ] City of Cle Elum, Cle Elum Downtown Association (eligibility permitting)
• [ ] Nextdoor
• [ ] AirBnB Experiences evaluation (T3-14)
• [ ] 2026 brochure PDF with corrected branding and canonical NAP (§4.2)
• [ ] Tier 4, selectively — or let the aggregator layer populate it

Ongoing — monthly

• [ ] Run the eight legacy-name searches (§4.5); log anything new
• [ ] Audit categories on every live platform for psychology-adjacent entries
• [ ] Spot-check five live listings against the canonical NAP
• [ ] Add any newly live listing URL to the sameAs array
• [ ] Update the three counts in §12

Quarterly

• [ ] Full tracker re-verification, every row
• [ ] Re-run the aggregator searches — zombie listings regenerate
• [ ] Review Tier 2/3 for new fishing or tourism directories worth adding

14. OPEN ITEMS FOR KRISTEN

15. WHAT WAS AND WAS NOT CHECKED

Stated plainly, so nobody mistakes this document's coverage for more than it is.

Checked live (Aug 27, 2026):
- HTTP status of streamsidecovenco.com — root and three deep paths — via direct request
- HTTP status of www.troutpsychology.com
- Content of www.troutpsychology.com homepage — services, phone, booking links
- Content of the Picktime booking page — full field-level read
- Existence and titles of: the Fly Fish Journal feature, the Lost Meander episode, the 2025 brochure PDF, both Tamarack's Guide Service event pages, the SheJumps group post, both Instagram accounts
- Google Business Profile category lists, against two independent sources, to confirm available fishing categories and to establish that Fishing guide is not a GBP category
- Existence of: Cle Elum–Roslyn Chamber, Kittitas County Chamber and its Cle Elum business page and tourism page, Cle Elum Downtown Association directory, City of Cle Elum community links, State of Washington Tourism partnership program, FishingBooker listing pages, Fin & Field, Fishing Washington State guide directory
- Search for the business on Yelp, TripAdvisor, FishingBooker, and Fin & Field under both brand names

Not checked — every one is a [CHECK] row above:
- Any platform's internal state from a logged-in account. No account was accessed for this audit.
- Whether a Google Business Profile exists. This requires a logged-in Maps search and is step one of the GBP report.
- Data Axle, Foursquare, and Neustar Localeze records under either name. These are the most likely home of a stale legacy record and should be searched first in week 3.
- Facebook's internal search for either brand name.
- The internal NAP content of the 2025 brochure PDF.
- Link targets in the Fly Fish Journal and Lost Meander pages.
- Pricing, membership costs, and eligibility for every paid listing named above.
- Every Tier 4 directory.

A note on [NOT FOUND]. Web search is not the same as platform search. A Yelp listing can exist and not surface in a Google search, and Facebook pages index particularly unreliably. Every [NOT FOUND] above should be confirmed with a native search on the platform itself before creating a new listing — creating a duplicate on top of an existing record is worse than the gap it was meant to fill.

End of report. Companion document: GBP Optimization Report.md.