What is NAP consistency?
NAP consistency means a business's name, address and phone number appear the same way everywhere they are listed online, including its website, its Google Business Profile, directories and social profiles, so Google and customers can match every listing to one business.
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How NAP consistency works
NAP stands for name, address and phone number. Google compiles business information from several sources: its help page on how it sources business information lists crawled web content such as the business's own website, licensed data from third parties, facts and reviews from users, and owners who claim their Business Profile. When those sources agree, buyers see one set of details. When they disagree, a buyer can find an old phone number or an address the business left years ago.
A service-area business that hides its address on Google keeps its name, phone number and service area consistent instead.
| Where it appears | Name | Address | Phone |
|---|---|---|---|
| Website footer | Example Dental | 120 Main St, Suite 4, Calgary | (403) 555-0142 |
| Google Business Profile | Example Dental | 120 Main St, Suite 4, Calgary | (403) 555-0142 |
| Old directory listing | Example Dental Clinic Calgary | 88 First Ave, Calgary | (403) 555-0199 |
Why Google cares
Google's guidelines for representing your business ask owners to represent the business as it is consistently represented and recognized in the real world, across signage, stationery and other branding, and to give a phone number that connects to the individual business location, using a local number instead of a central call center whenever possible.
Google's local ranking tips add that businesses with complete and accurate information are more likely to show up in local search results, and that a profile with inaccurate information might not show up for relevant searches in its area.
What it means for your business
NAP consistency matters most for a business that depends on calls and visits from local buyers, and for any business that has moved, rebranded or changed its phone number. Each of those changes leaves old details behind on directories, review sites and old articles.
A business with no location and no local buyers has less at stake, though its name still needs to match everywhere. Listings with matching details are part of our local SEO work.
Common mistakes
- Fixing the website and the Business Profile but leaving the directories. Google compiles business information from licensed third-party data and crawled web pages as well as the profile, so old listings can still shape what buyers see.
- Putting a call-tracking number on some listings and the main number on others. Choose one number for the profile and the website, because Google's guidelines ask for a number that connects to the individual business location.
- Small changes to the name from one listing to the next, such as adding "Ltd" in one place and a city in another. Google's guidelines say the name should match the real-world name used on the storefront, website and stationery.
Related terms
Sources: Google Business Profile Help, Understand how Google sources & uses info in Business Profiles & local search results; Google Business Profile Help, Guidelines for representing your business on Google; Google Business Profile Help, Tips to improve your local ranking on Google.