Guide · 6-min read
NAP consistency is your ranking foundation
NAP stands for Name, Address, Phone. When your business details match on Google, Yelp, Facebook, Apple Maps, your website, and business directories, Google trusts you more. When they don't, Google gets confused and ranks you lower. Here's how to fix it.
Run a free auditGoogle's algorithms cross-reference your business information across 100+ websites. If even one directory has a typo or old address, it creates doubt. Your ranking drops while Google figures out which version is real. Consistency is how you prove you're legitimate.
1
Correct format you choose
60+
Sites that republish your NAP
100+
Signals Google checks
25%
Ranking lift from consistency fix
The NAP consistency checklist
Your name, address, and phone must be identical across all of these. Not similar. Identical.
Your website
Homepage footer, contact page, schema markup. This is your source of truth.
Google My Business
The platform Google owns and trusts most. Update here first, then everywhere else.
Yelp
One of the most-used directories. Yelp's listing gets scraped by dozens of other sites.
Apple Maps
Apple's equivalent to Google Maps. Used by Siri, Maps app, and Apple Search.
Facebook Business
Millions of local searches go through Facebook. Make sure it's consistent.
Industry directories
Healthgrades, Angie's List, YellowPages, or your specific industry database.
Common NAP mistakes
These tiny differences destroy consistency: '123 Main St' vs '123 Main Street', 'Suite 101' vs '#101', '+1-555-1234' vs '(555) 1234'.
Google's algorithms are smart but not perfect. They can usually map 'St' to 'Street', but inconsistent phone number formatting or address spelling creates flags. One listing with a typo (like 'Mian St' instead of 'Main St') is enough to damage your authority. Audit at least quarterly.
How to fix NAP consistency
Decide your official NAP format
Write it down: Business Name, Full Address (e.g. 123 Main Street Suite 101, City, State 12345), Phone (e.g. +1-555-123-4567 or (555) 123-4567). Include or exclude suite number? Abbreviate 'St' or spell it out? Decide once and stick with it everywhere.
Update your website first
Homepage footer, contact page, contact form, schema.org/LocalBusiness markup in your HTML, sitemap. Make sure your website is the single source of truth.
Update Google My Business
Google's platform. Most critical. Update the business name, address, and phone. Wait 24 hours for it to propagate.
Update every other directory
Yelp, Apple Maps, Facebook, Trustpilot, YellowPages, and industry-specific ones. Copy-paste from your official format to avoid typos.
Audit quarterly
Search your business name + city. Check the top 5 results. Are your address and phone the same everywhere? If not, fix them. Set a calendar reminder.
NAP consistency FAQ
Do I need a phone number if I only take online orders?+
Yes. A phone number is part of trust. Even if you prefer email, add a business line or your personal number. Google wants it for verification and customers expect it.
What if I moved but forgot to update one directory?+
Fix it immediately. Google will eventually figure out your new address, but for a few months you'll lose some ranking power. Update within 24 hours of moving.
Can I use an extension? My business shares a phone line.+
Put your main phone number on directories. If you want to include the extension, do it consistently everywhere. Some directories don't allow extensions, so stick with the shared number across all platforms.
Do suite numbers matter?+
Yes. 'Suite 101' and '#101' and 'Apt 101' are not the same to Google. Pick a format and use it everywhere. Most authoritative format: 'Suite 101' instead of #.
What if my official website and GMB show different phone numbers?+
Update them both to match within 24 hours. Google will trust whichever has been consistent longer, but that temporary inconsistency can hurt rankings. Fix it fast.
Check your NAP consistency, free
See all your business listings online and where your NAP differs. Find and fix inconsistencies in minutes.