NAP consistency
NAP stands for your business name, address and phone number. Its consistency across the web (website, Google profile, directories, social networks) is a major trust signal for local rankings: contradictory information blurs the signal and makes both engines and prospects doubt.
A concrete example
Your website says "12 Main Street", a directory says "12 Main St." with your old phone number, and a duplicate Google profile lingers with the previous address: three versions of you coexist, and Google no longer knows which to believe.
Why it matters
Engines cross-check your information across dozens of sources to verify you are real and located where you claim. Every inconsistency (old number, previous address, duplicate profile) weakens your local ranking. The cleanup is a one-off project that pays for a long time.
Frequently asked questions
- Where do I check my NAP?
- Start by typing your name and phone number into Google: you will see the directories that mention you. Then check your website, your Google profile, your trade directories and your social profiles. Fix or request a fix for every discrepancy.
- How do I handle a move?
- Update the Google profile and the website on day one, then the main directories right after. Keep the list of every place your address appears: it is what makes the next change painless.