What is NAP consistency? NAP stands for Name, Address and Phone number. NAP consistency means those details are identical everywhere your business appears online — your website, Google Business Profile, and every directory. Consistent NAP builds search engines’ confidence in your business, which supports local rankings; inconsistent NAP dilutes it.
Why does NAP consistency matter?
Search engines cross-check your business details across the web. When they match everywhere, engines are more confident your business is real and where it says it is — which helps local rankings. Mismatches create doubt and can hold you back.
Where does my NAP need to match?
- Your website (and every location page)
- Your Google Business Profile
- Directories like Apple Maps, Bing and Yelp
- Industry and local listings
- Social profiles
What counts as inconsistent NAP?
Even small differences — ‘St’ vs ‘Street’, an old suite number, or a tracking phone number in one place and your main line in another — can count. Pick one exact format and use it everywhere.
How do I fix inconsistent NAP?
Audit your major listings, choose one canonical format, and update each one to match. Prioritise your website, Google Business Profile and the biggest directories first.