NAP consistency: why your name, address and phone must match everywhere
NAP stands for name, address and phone. Search engines and AI assistants cross-check these facts between your website, your Google profile and directories like Yelp, Apple Maps and Bing. When they match, the facts are trusted and repeated. When they differ, customers call dead numbers and assistants either hedge or skip you.
Why it matters more now
A person can see that "Ste 200" and "Suite 200" are the same place. Software can too, most of the time. What it can't resolve is an old phone number on Yelp, a former address on Apple Maps, or a business name on the website that differs from the one on Google. Every mismatch makes your facts less certain, and AI assistants in particular tend to leave out facts they aren't sure of.
Where mismatches hide
- A move. You updated Google; the old address lives on in directories that copied it years ago.
- Tracking numbers. A call-tracking number on the website and your main line on Google. If you use tracking numbers, keep your main number as the listed one and mark the other as additional.
- Name variants. "Smith & Sons Plumbing LLC" on the site, "Smith and Sons" on Yelp, "Smith Plumbing" on Facebook.
- The website footer that nobody has looked at since it was built.
- Hours, especially holiday hours, changed on one platform only.
How to fix it in an afternoon
- Write down the one true version of your name, address, phone and hours. Use Google's version as the reference if it's correct.
- Check your website: footer, contact page, and structured data if you have it.
- Check the platforms that feed most others: Google Business Profile, Apple Business Connect, Bing Places, Yelp, Facebook.
- Search your old phone number and old address in quotes to find stragglers.
- Fix, then recheck in a month: some directories take time.
The free Check-Up compares the name, address, phone and hours on your site with your Google listing and checks whether you appear on the major directories and Apple Maps.
Check this on your own business
The free 60-second Check-Up reads your website and Google profile and shows where you stand on this: Facts match between site and listing, Directory presence, Apple Maps, Phone number. Public data only, no login, no card.
Run the free Check-Up →Or we run it for you
We keep your name, address, phone and hours identical on your site, Google and the major directories, and catch changes. Month to month, a new website included, plans from $199 a month.
See how it works →Questions
Does 'St.' vs 'Street' break NAP consistency?
Usually not. Abbreviations are generally understood. Different numbers, suites, phone numbers or names are what cause problems.
Can I use a call-tracking number on Google?
Google allows it as the primary number if your main number is added as an additional phone. The main number should still match your website.
Which directories matter most?
Google Business Profile first, then Apple Maps, Bing Places, Yelp and Facebook, and any directory specific to your industry.