Last updated: February 2026
NAP consistency in local SEO refers to having your business name, address, and phone number (NAP) appear identically across all online directories, citation sources, and your own website. It is a foundational local search ranking signal because Google uses NAP data from across the web to verify that a business is legitimate, correctly located, and trustworthy. When your NAP information is inconsistent — different phone numbers on Yelp and Yellow Pages, a slightly different business name on Facebook, an old address on an industry directory — it creates confusion for both search engines and potential customers, weakening your local ranking potential.
Despite being one of the oldest known local SEO factors, NAP inconsistency remains one of the most common problems affecting local businesses. Businesses change phone numbers, move locations, rebrand, or acquire listings created by third parties, all of which create inconsistencies that accumulate over time. This guide covers what NAP is, why consistency matters, how to conduct a thorough audit, and how to fix and monitor your NAP footprint. For a broader local SEO strategy, see our complete local SEO guide.
What Exactly Is NAP and Why Does It Matter for Local SEO?
NAP stands for Name, Address, and Phone number — the three core pieces of business identity information that appear across the internet. In some contexts, it is extended to NAPW (adding Website) or NAPU (adding URL). Here is why each element matters:
- Name: Your business name must be identical everywhere. "Joe's Plumbing" is not the same as "Joe's Plumbing LLC" or "Joe's Plumbing & Heating." Google treats these as potentially different businesses.
- Address: Your physical address must match exactly. "123 Main Street, Suite 100" must not appear as "123 Main St., Ste 100" or "123 Main Street #100" on different directories. While humans can interpret these as the same, inconsistencies create ambiguity for algorithms.
- Phone: Your phone number should be the same everywhere. Using a local number on some directories and a toll-free number on others, or having old phone numbers from previous providers, creates inconsistency.
NAP consistency matters because it directly affects two critical processes:
- Entity resolution: Google's algorithm tries to build a comprehensive understanding of each business entity by connecting information from multiple sources. Consistent NAP data across many directories gives Google confidence that all these listings refer to the same real-world business. Inconsistencies make Google less certain, which reduces the authority of your citation footprint.
- Trust signals: Each consistent citation acts as a "vote of confidence" for your business information. The more consistent votes Google finds, the stronger your prominence signal. Inconsistent information is like conflicting testimony — it reduces overall credibility.
How Do You Conduct a Thorough NAP Audit?
A NAP audit is a systematic review of every place your business information appears online, checking for inconsistencies and errors. Here is a step-by-step process for conducting one:
Step 1: Establish Your Canonical NAP
Before checking anything, define exactly what your correct NAP should be. Write down your official business name (as registered), your exact address (including suite/unit format), and your primary phone number. This is your canonical NAP — every other listing will be checked against this standard.
Step 2: Audit Your Own Properties First
Check the NAP on properties you control:
- Your website (header, footer, contact page, about page).
- Your Google Business Profile.
- Your Facebook business page.
- Your LinkedIn company page.
- Your Instagram and other social media profiles.
- Your email signature.
- Any print materials or digital assets you distribute.
Fix any inconsistencies on your own properties immediately — these are the easiest to correct.
Step 3: Audit Major Directories
Check your NAP on the most authoritative directories:
- Yelp
- Apple Maps (Apple Business Connect)
- Bing Places
- Yellow Pages (YP.com)
- Better Business Bureau (BBB)
- Foursquare
- Nextdoor
- MapQuest
- TomTom
For each directory, check whether you have an existing listing, whether you have claimed it, and whether the NAP matches your canonical information.
Step 4: Audit Industry-Specific Directories
Check directories specific to your industry:
- Healthcare: Healthgrades, Vitals, WebMD, Zocdoc
- Legal: Avvo, FindLaw, Justia, Lawyers.com
- Home services: Angi, HomeAdvisor, Houzz, Thumbtack
- Restaurants: TripAdvisor, OpenTable, Zomato, Grubhub
- Automotive: Cars.com, AutoTrader, CarGurus
Step 5: Search for Unknown Listings
Search Google for your business name (with and without your city) and your phone number. This can reveal listings you did not know existed — perhaps created by a previous owner, a data aggregator, or a customer. Look beyond the first page of results. Also search for any previous business names, addresses, or phone numbers to find outdated listings that need correction.
Step 6: Document Everything
Create a spreadsheet tracking every listing you find. Include columns for: directory name, URL, listed name, listed address, listed phone, correct/incorrect status, claimed/unclaimed status, and date fixed. This becomes your citation management document.
How Do You Fix NAP Inconsistencies?
Once you have identified inconsistencies, fixing them requires patience and persistence. Here is the process, organized by priority:
Priority 1: Fix Claimed Listings (Immediate)
For directories where you have already claimed your listing, log in and update the information to match your canonical NAP. This is the fastest and most straightforward fix. Most updates take effect within a few days.
Priority 2: Claim and Fix Major Unclaimed Listings (Week 1-2)
For major directories where you have a listing but have not claimed it, go through the claiming process. This usually requires verifying your ownership via phone, postcard, or email. Once claimed, update the NAP to match your canonical information. Prioritize the most authoritative directories first (Google, Yelp, Apple Maps, Bing Places, Facebook).
Priority 3: Update Data Aggregators (Week 2-3)
Data aggregators feed information to hundreds of smaller directories. Correcting your information at the aggregator level can fix many downstream listings automatically. The main aggregators are:
- Neustar/Localeze
- Data Axle (formerly Infogroup)
- Foursquare (which feeds many apps and services)
Submit your correct canonical NAP to each aggregator. Allow four to six weeks for changes to propagate through their networks.
Priority 4: Fix Industry and Local Directories (Week 3-4)
Work through your remaining industry-specific and local directory listings. Some may require contacting the directory directly to request corrections, especially if you cannot claim the listing through a self-service process.
Priority 5: Remove Duplicate Listings (Ongoing)
If you discover duplicate listings on any directory (two Yelp listings for the same business, for example), request removal of the duplicate. Duplicate listings are worse than inconsistent ones because they actively split your review history and citation signals between two entries.
What Are the Top Citation Sources for Local SEO?
Not all citations carry equal weight. The most valuable citation sources have high domain authority, are actively crawled by Google, and are relevant to your business type. Here are the most important citations organized by tier:
Tier 1: Essential (Must-Have)
- Google Business Profile
- Apple Business Connect (Apple Maps)
- Bing Places for Business
- Yelp
- Facebook Business Page
- Better Business Bureau
Tier 2: Important (High Authority)
- Yellow Pages (YP.com)
- Foursquare
- Nextdoor
- MapQuest
- Manta
- Angi (for service businesses)
- TripAdvisor (for hospitality)
- Your state and local chamber of commerce
Tier 3: Valuable (Supporting)
- Industry-specific directories relevant to your business type
- Local city or community business directories
- Local news sites with business directories
- University or school district vendor listings
- Local government contractor listings
- Trade association membership directories
Focus on building consistent, accurate listings across all Tier 1 and Tier 2 sources first. Then expand to Tier 3 sources that are most relevant to your industry and location. For related optimization tactics, see our guide on how to rank in the local pack.
How Do You Monitor NAP Consistency Over Time?
NAP consistency is not a one-time fix — it requires ongoing monitoring. Your information can become inconsistent again through several mechanisms:
- Data aggregator updates: Aggregators periodically refresh their data, sometimes overwriting your corrections with old information from their databases.
- User-suggested edits: On platforms like Google, Yelp, and Apple Maps, users can suggest edits to your listing. These suggestions can introduce incorrect information.
- Third-party data sources: Some directories pull data from other directories, creating a chain where one incorrect listing can recontaminate others.
- Business changes: When you change your phone number, add a suite number, or update your business name, you need to update every listing — not just your website and GBP.
- New listings created automatically: Some directories create listings from data aggregators without your knowledge, potentially with incorrect information.
Monitoring strategies include:
- Set Google Alerts for your business name and phone number to catch new mentions.
- Re-audit your top 20 citation sources quarterly.
- Use citation monitoring tools that automatically scan for inconsistencies.
- Check your GBP for user-suggested edits weekly (you will receive notifications, but it is good practice to check proactively).
- After any business change (phone, address, name), create a checklist of all directories that need updating and work through it systematically.
Consistent NAP is a foundational signal that supports all your other local SEO efforts. For the broader context of how citations and NAP fit into Google's ranking algorithm, see our breakdown of Google Maps ranking factors.
Frequently Asked Questions
Does NAP consistency really affect Google Maps rankings?
Yes, NAP consistency is a confirmed local ranking signal. It falls under the prominence pillar of Google's ranking factors. Consistent NAP information across authoritative directories helps Google verify your business information and builds confidence in your entity data. While it is not as impactful as review signals or your primary category, inconsistent NAP can actively harm your rankings by reducing Google's trust in your business information.
How strict does NAP matching need to be?
As strict as possible. While Google's algorithms can often interpret minor variations (St. vs. Street), there is no benefit to being inconsistent and there is measurable risk. Use the exact same format everywhere: the same abbreviations, the same suite/unit notation, the same phone number format. The goal is for every citation to be a character-for-character match.
Should I use a local phone number or a toll-free number?
Use a local phone number as your primary NAP phone number. A local number reinforces your geographic relevance and is more trusted by local consumers. If you also have a toll-free number, you can list it as a secondary number on your website, but your GBP and all directory listings should use the same local number consistently.
What about businesses that have recently moved locations?
After moving, update your address on Google Business Profile first, then update all Tier 1 directories within the first week. Submit corrections to data aggregators in week two. Work through all remaining directories over the following two to four weeks. Keep a list of every directory updated and check for reversion over the next three months, as some directories may pull old data from aggregator databases and overwrite your corrections.
Can I have different phone numbers for tracking purposes?
Using different tracking phone numbers on different directories is a common practice for measuring marketing ROI, but it directly conflicts with NAP consistency. The local SEO community is divided on this. A common compromise is to use your canonical phone number on your GBP and the most authoritative directories, and use tracking numbers only on lower-authority directories or paid platforms where the ranking impact is minimal.
How many citations do I need for good NAP coverage?
Quality matters more than quantity. Having 30 to 50 consistent, accurate citations on authoritative, relevant directories is more valuable than 200 citations on obscure, low-quality directories. Focus on the Tier 1 and Tier 2 sources listed in this guide, plus five to ten industry-specific directories. Beyond that, additional citations have diminishing returns unless they are from highly relevant, authoritative sources.