Check Name, Address, and Phone consistency across multiple citations, directories, and listings. Paste NAP data from Google Business Profile, Yelp, Bing Places, and other sources to find mismatches that damage local SEO rankings.
Set your primary (correct) business name, address, and phone number — this is your source of truth, typically from your Google Business Profile. The primary NAP is the reference all other citations are compared against.
Add NAP data from each citation source: Yelp, Bing Places, Apple Maps, Facebook, Yellow Pages, industry directories, and anywhere else your business is listed. Enter the name, address, and phone as they appear on each listing — including any variations in formatting.
Each citation is compared against your primary NAP. Exact matches, partial matches (formatting differences), and mismatches are highlighted. A consistency score (0–100) summarises your overall NAP health, and specific discrepancies are flagged with suggestions for correction.
NAP stands for Name, Address, and Phone number — the three pieces of business information that appear in online citations and directories. Google uses NAP data consistency as a local ranking signal: consistent NAP across all citations signals that a business is legitimate, well-established, and trustworthy. Inconsistent NAP — different address formats, phone number variations, or business name abbreviations — creates confusion for both users and search engines about the business's actual location and identity.
NAP inconsistency is one of the top negative factors in local SEO ranking surveys. Moz's Local Search Ranking Factors survey consistently ranks citation signals (including NAP consistency) among the top 10 local ranking factors. Inconsistent NAP can suppress Google Business Profile rankings, reduce trust scores in Google's local knowledge graph, and cause duplicate listing issues on major citation sites. Even small variations — "St." vs "Street", "(020)" vs "020" — can confuse automated matching algorithms.
Business name: using abbreviations ("Co." vs "Company"), including or excluding legal suffixes ("Ltd", "LLC"), inconsistent use of "&" vs "and". Address: "Street" vs "St.", "Suite" vs "Ste.", different floor/unit number formats, using a P.O. box on some listings. Phone: different area code formats ("(020) 1234 5678" vs "020 1234 5678"), including country code on some listings (+44) but not others, using tracking phone numbers that differ from the primary number. These variations seem minor but can prevent correct citation matching.
Tier 1 (highest impact): Google Business Profile, Apple Maps/Business Connect, Bing Places for Business, Yelp. Tier 2 (major directories): Facebook Business Page, Yellow Pages, Foursquare/Factual, Citysearch, BBB (Better Business Bureau). Tier 3 (industry-specific): varies by vertical — TripAdvisor for hospitality, Houzz for home services, Healthgrades for medical, Avvo for legal. Your Google Business Profile is by far the most important — ensure all other citations match it exactly.
First, decide on your canonical NAP — the exact format you will use everywhere. Then, systematically update each inconsistent citation by logging in to each directory and correcting the information. For directories where you cannot update directly, use a data aggregator service (Yext, Moz Local, BrightLocal) to push consistent NAP data to hundreds of directories simultaneously. After updating, re-check each citation after 2–4 weeks to confirm the data has propagated. Monitor new citations regularly as they can be created automatically from data aggregators.
NAP consistency is primarily a local SEO factor — it mainly affects businesses targeting geographically specific search queries ("plumber near me", "coffee shop in Manchester"). For national or international businesses without physical locations, NAP is less critical. However, consistent company name and contact information across all web presences (website, social profiles, press mentions) still contributes to brand entity signals in Google's Knowledge Graph, which can affect branded search results and rich snippets for larger organisations.
