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NAP Consistency Process

NAP (Name, Address, Phone) consistency is critical for local SEO. Search engines and AI platforms cross-verify business information across multiple sources. Inconsistencies can confuse algorithms, reduce trust signals, and negatively impact local search rankings.

Establishing Your NAP Standard​

Before creating any new listings, establish your exact NAP format:

  1. Business Name: Choose one official name and use it consistently everywhere

    • If your legal name differs from your marketing name, decide which to use publicly
    • Avoid variations like "LLC" vs "Inc" unless legally required
    • Example: "ABC Custom Remodeling" (not "ABC Remodeling" or "ABC Custom Remodeling, LLC")

  2. Address Format: Standardize your address format

    • Include or exclude suite/unit numbers consistently
    • Use the same abbreviation style (St. vs Street, Ave vs Avenue)
    • Match exactly what appears on your Google Business Profile
    • Example: "123 Main Street, Ste 200, [Your City], [State] [ZIP]"

  3. Phone Number: Use one primary phone number

    • Include area code consistently
    • Use the same format (with or without dashes, parentheses)
    • Avoid using tracking numbers as your primary published number
    • Example: "(828) 357-8350" or "828-357-8350" (pick one format)

  4. Website URL: Always use your primary website

    • Never use Facebook page or other social profiles as your website URL
    • Use the same domain format (www vs non-www should match your website)
    • Example: "https://www.yourbusiness.com"

Auditing Existing Listings​

Before creating new listings, audit existing ones:

  1. Search for Existing Listings

    • Google your business name + location
    • Search on major directories (Yelp, Yellow Pages, Manta, etc.)
    • Check industry-specific directories (Houzz, Angi, HomeAdvisor)
    • Use tools like BrightLocal or Whitespark to find citations

  2. Document All Variations

    • Create a spreadsheet listing all found listings
    • Note any NAP inconsistencies
    • Document the platform, current NAP, and what needs to be corrected

  3. Prioritize Corrections

    • Start with high-authority sites (Google, Bing, Yelp, BBB)
    • Then correct industry-specific directories
    • Finally, correct smaller citation sites

Performing Consistency Checks​

Regular consistency checks ensure NAP remains accurate:

  1. Quarterly Audit

    • Search for your business name + location
    • Check top 20-30 directory listings
    • Verify NAP matches your standard exactly

  2. After Any Business Changes

    • If you move, change phone numbers, or rebrand
    • Update Google Business Profile first
    • Then systematically update all directory listings
    • Use the Listing Management Template to track updates

  3. Use Consistency Tools

    • BrightLocal Citation Tracker
    • Whitespark Local Citation Finder
    • Moz Local (if subscribed)
    • Manual Google searches for verification

Common NAP Inconsistencies to Avoid​

  • Name variations: "ABC Remodeling" vs "ABC Remodeling LLC" vs "ABC Remodeling, Inc."
  • Address abbreviations: "St." vs "Street", "Ave" vs "Avenue", "Ste" vs "Suite"
  • Phone formats: "(828) 357-8350" vs "828-357-8350" vs "828.357.8350"
  • Missing suite numbers: Including suite in some listings but not others
  • City variations: Using different city names if you're near city boundaries
  • Website variations: Using www vs non-www inconsistently

Best Practices​

  • Document your NAP standard in your internal documentation
  • Update Google Business Profile first - it's the most authoritative source
  • Use data aggregators (Neustar Localeze, Factual) to distribute consistent data to hundreds of sites
  • Monitor regularly - set calendar reminders for quarterly consistency checks
  • Correct immediately when inconsistencies are found