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What is NAP consistency?

NAP consistency means your business's name, address and phone number are written the same way everywhere they appear, from your website and Google profile to every directory that lists you.1

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Why it matters for a small business

NAP is SEO shorthand for name, address and phone. Google's rules don't use the term, but they ask for the same thing: a name used the same way on your storefront, website and stationery.1

Google builds its picture of you from more than your profile. Its guidelines say it decides how to show your address from your own information and from other sources.1

The plainest reason is your customers. An old phone number on a forgotten directory sends their call nowhere.

A made-up walking tour in Seville

Carmen moved her meeting point to a new square and changed her phone number. Her website had both changes, but her Google profile, her Tripadvisor page and an old Facebook page did not. She wrote down the one correct version and updated each listing to match it, word for word.

How to check it yourself

  1. Write down your one true version

    Your name, full address and phone number, exactly as they appear on your sign and your website. Every listing should copy this line.1

  2. Compare your Google profile with it

    Go field by field. Google asks for a local phone number that reaches your business directly, not a call centre.1

  3. Fix listings you don't manage

    If a Google listing you don't run shows wrong details, you can suggest an edit.2

  4. Match your website's markup

    If your site has LocalBusiness markup, its name, address and phone should match the page. Google asks for the phone with its country and area code.3

Questions about NAP consistency

Does NAP consistency affect my Google ranking?

Google's local ranking help doesn't mention it. It names relevance, distance and popularity, and asks for complete, accurate details on your profile.4

Does it matter how I write my address?

Write it the same way everywhere you control it. Google asks for a precise address for your real location, with a suite or floor number on the second line.1

Where this comes from

  1. Google's guidelines for Business Profiles: represent the business as it is consistently known in the real world; a name as used on the storefront, website and stationery, with no extra keywords; a precise address with suites on line 2; a local phone number; the fewest categories needed; one profile per business; indoor lodging such as hotels gives no hours; Google decides how to show an address from the business's and other sourcessupport.google.com
  2. A verified profile's address, hours, contact details and photos can be edited on Search or Maps; anyone can suggest an edit to a profile they don't managesupport.google.com
  3. LocalBusiness structured data can carry hours, a menu URL, cuisine and a telephone with country and area code; use the most specific subtype, such as Restaurant; validate with the Rich Results Test (last updated 8 September 2026)developers.google.com
  4. Local results on Search and Maps are based mainly on relevance, distance and popularity (prominence); complete, accurate details, hours including special hours, reviews and replies help; there is no way to pay for a better local rankingsupport.google.com

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