NAP Consistency

NAP consistency is one of the top local SEO ranking factors. Inconsistencies confuse search engines and erode trust.

Why Consistency Matters

Search Engine Confusion

Google cross-references business data across sources. When it finds:

• "Main Street" in one place, "Main St" in another
• Different phone numbers on different sites
• Slightly different business names

It may:

• Trust your data less
• Rank you lower
• Show incorrect information

Real-World Impact

Case Study: A business moved locations but kept the same phone number. The inconsistent address across old citations caused them to drop from #2 to off the first page for 2 years.

Customer Experience

Inconsistent NAP leads to:

• Customers going to wrong address
• Calls to disconnected numbers
• Frustration and lost business

Types of Inconsistencies

Format Variations

Same info, different format:

• "123 Main Street" vs "123 Main St."
• "(555) 123-4567" vs "555-123-4567"
• "Company, Inc." vs "Company Inc"

Data Errors

Actual mistakes:

• Wrong suite number
• Transposed phone digits
• Misspelled street name

Outdated Information

• Previous addresses
• Old phone numbers
• Former business names

How Inconsistencies Happen

Historical Changes

• Business moved locations
• Phone number changed
• Rebranded or renamed

Automated Listings

• Data aggregators spread old data
• Directories auto-create listings
• Third parties scrape incorrect info

Human Error

• Staff enter info differently
• Typos during setup
• Copy-paste errors

Establishing Your Canonical NAP

Step 1: Define Your Standard

Create a master document with exact format:

Business Name: Joe's Plumbing Services LLC
Address: 123 Main Street, Suite 100, Chicago, IL 60601
Phone: (312) 555-1234
Website: https://www.joesplumbing.com

Step 2: Use Google Business Profile as Source

Your GBP listing should be the authority. All other listings should match it exactly.

Step 3: Document Everything

Keep a record of:

• Exact formatting to use
• All platforms where you're listed
• Login credentials for each platform

Maintaining Consistency

When Making Changes

If you need to update your NAP:

1. Update GBP first
2. Update your website
3. Update major directories (Yelp, Facebook, etc.)
4. Update data aggregators
5. Update remaining citations over time

Regular Audits

Check NAP consistency:

• Monthly for high-priority sites
• Quarterly for full audit
• After any business changes

Training Staff

Ensure anyone who might enter your business info:

• Uses the documented format
• Knows why consistency matters
• Has access to master document

Priority Platforms for NAP

Tier 1 (Most Important)

• Google Business Profile
• Your website
• Apple Maps
• Bing Places
• Facebook Business

Tier 2 (Important)

• Yelp
• Yellow Pages
• Better Business Bureau
• Industry-specific directories

Tier 3 (Helpful)

• Local directories
• Chamber of Commerce
• Niche sites

Tools for NAP Monitoring

Manual Checking

Search for your business name and review results.

Automated Tools

• Moz Local
• BrightLocal
• Yext
• Whitespark

These scan the web for your NAP and identify inconsistencies.

Fixing Inconsistencies

Claim Listings

If you find incorrect listings:

1. Claim the listing if possible
2. Update to correct information
3. Verify changes take effect

Contact Site Owners

For sites you can't claim:

• Find contact information
• Send correction request
• Follow up if needed

Data Aggregators

Submit correct data to major aggregators:

• Foursquare (Factual)
• Data Axle
• Localeze
• Acxiom

Correct data flows to many directories.

Key Takeaways

1. NAP inconsistencies hurt rankings
2. Even small format differences matter
3. Establish a canonical NAP format
4. Use GBP as your source of truth
5. Audit regularly and fix issues promptly