NAP Consistency
Name, Address, Phone number - keeping these identical across every business listing on the internet. A foundational local SEO signal. If your name is slightly different on Yelp vs your website, Google loses confidence.
Why It Matters
Google cross-references your business information across hundreds of sources. When your NAP is consistent everywhere - your website, Google Business Profile, Yelp, Facebook, industry directories - it confirms to Google that your business is legitimate, located where you say you are, and trustworthy.
Inconsistencies create doubt. "Smith & Associates" on your website, "Smith and Associates" on Yelp, and "Smith Associates LLC" on a directory listing might be the same business - but Google isn't sure. That uncertainty can cost you Map Pack visibility.
In Practice
Audit every place your business is listed online. Use a tool like BrightLocal, Moz Local, or even a manual search. Document every variation of your business name, address, and phone number.
Pick one canonical version of your NAP and standardise it everywhere. Same abbreviations, same formatting, same suite number. Then update every listing that doesn't match.
Include your exact NAP on your website - typically in the footer and on your contact page. Use LocalBusiness schema markup with the same NAP. This becomes your source of truth.
Common Mistakes
Letting your business name, address and phone drift between your site, Google Business Profile, directories and review platforms. Inconsistent NAP is how Google decides you might not be real - or that you're two different businesses. Same details, everywhere, always.
Sources & Further Reading
Where to verify this yourself - Google's own documentation, industry reporting, and how we apply it at Underdog. Don't take our word for it; check the source.
Related Terms
Glossary
Google Business Profile (GBP)
Your business listing on Google Maps and local search - essential for local visibility.
Glossary
Local Pack (Map Pack)
The three local business listings with a map that dominate local search results.
Glossary
Schema Markup
Structured data that helps search engines understand your content and enables rich results.
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