What is NAP consistency?
NAP stands for name, address, and phone number. NAP consistency means those three details match wherever a business appears online: its website, its Google Business Profile, other map platforms, directories, and social profiles.
NAP is an industry term. Google's guidelines don't use it, but they set rules for each of the three details.
Why does NAP consistency matter?
Google builds a Business Profile from more than what the owner enters. It says information in profiles is "compiled from a variety of sources," including "crawled web content" and "licensed data from third parties." It also says: "If sources report that your profile info is incorrect or outdated, Google may update your profile."
Mismatched details give those sources different answers. Customers are affected too: an old phone number on a directory sends callers to a line the business no longer answers.
What does a consistent name, address, and phone number look like?
- Name. Google says a business name "should reflect your business's real-world name, as used consistently on your storefront, website, stationery, and as known to customers." Use the same name everywhere, without added keywords or city names.
- Address. Use one format for the street address and put a suite number in the second address line, as Google's guidelines describe. A service area business that doesn't serve customers at its address hides it on Google, so check whether other platforms offer the same option before publishing it. See what is a service area business.
- Phone number. Use one main number for each location. Google says the number "must be under the direct control of the business" and to "use a local phone number instead of a central call center helpline number whenever possible."
Google's guidelines don't address small format differences such as "St." versus "Street." The goal is that every listing clearly describes the same business.
How is NAP consistency different from local citations?
A local citation is a listing that shows a business's NAP. NAP consistency is whether all those listings agree. A business with many citations can still have poor NAP consistency if they show an old address or phone number.
When do NAP details usually drift?
Details drift after a business changes something: a move, a new phone number, a rebrand, or a new location. Old listings stay online and keep showing the previous details until someone updates them. After any change, update the Business Profile and website first, then each other listing.