NAP consistency: why your address must match everywhere

If your name, address, and phone differ across the web, Google trusts you less and ranks you lower. Here's how to fix it.

NAP stands for Name, Address, Phone. When those three match exactly everywhere your business appears online, Google is confident you're real and ranks you higher. When an old phone number or a 'St.' versus 'Street' creeps in, that confidence drops, and so does your position.

Why a tiny mismatch matters

Google cross-checks your details across dozens of sites. Conflicting information looks like either two businesses or one sloppy one, and it hedges by ranking you lower. Consistency is a trust signal you control completely.

Where mismatches usually hide

• Old listings with a former address or number
• Social profiles set up years ago and forgotten
• Directory sites that auto-generated your entry
• Your own website footer versus your Google profile

How to clean it up

Pick one exact version of your name, address, and phone, write it down, then make every listing match it letter for letter. Start with the big ones: Google, your website, Facebook, and any industry directories. The small ones matter less but still count.

Keep it that way

Every time you move, change numbers, or rebrand, the cleanup starts again. We audit your listings, fix the conflicts, and keep them aligned so Google never has a reason to doubt you. Want us to check where your details disagree? Grab a free audit.