NAP stands for Name, Address, Phone number — the three pieces of information that must be identical across every online directory, social profile, and website where your business appears. Inconsistencies confuse Google and hurt your local search rankings.
How NAP Inconsistencies Hurt Your Local SEO
When Google finds different versions of your business name, address, or phone number across the web, it loses confidence in your business information. This uncertainty directly impacts your ability to rank in the Google Map Pack and local search results.
Common inconsistencies include: abbreviated vs. full street names ("St" vs. "Street"), old phone numbers on forgotten directories, suite numbers included on some listings but not others, and business name variations.
How to Audit and Fix Your NAP Consistency
Define Your Canonical NAP
Choose the exact format for your business name, address, and phone number. This is your 'source of truth' that every listing must match.
Audit Major Directories
Check Google, Yelp, Facebook, BBB, Yellow Pages, Apple Maps, Bing Places, and industry-specific directories for inconsistencies.
Fix Inconsistencies
Update every listing to match your canonical NAP exactly. Claim unclaimed listings and remove duplicate entries.
Monitor Ongoing
Set up quarterly audits. New listings can appear from data aggregators with incorrect information.
Get a Free NAP Consistency Audit
We'll check your business listings across 50+ directories and identify every inconsistency.
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