NAP Consistency and Local SEO: Why It Matters for Your Business

It's all too easy to disappear down the local search engine optimization (SEO) rabbit hole. Before you know it, your brain is swimming with keywords and you keep checking your reviews. While these factors definitely matter in the visibility race, you might be overlooking something even more critical: your basic business details. 

Let's say you win over a customer, and they're ready to call to schedule an appointment. But they notice that your business website and Google Maps show two different phone numbers. Maybe they try dialing one — or maybe they move on to a competitor instead. 

And it's not only customers who get confused. If search engines can't figure out who and where your business is, it might not rank well. This post breaks down the importance of NAP consistency for local SEO, so that you're always searchable. 

Understanding NAP and Local Citations

In local SEO, NAP stands for Name, Address, and Phone Number. You can put your business hours under that umbrella, too. These basic details help customers find and use your business. 

NAP is a key part of local citations, which refer to all of your online business listings on third-party websites. When you claim your business on Yelp or set up a Google Business Profile (formerly Google My Business), you're creating a local citation. 

Local citations tell search engines and clients that your company is real and local. Anyone can build a basic website for a fake business, but third-party platforms like Google often require companies to prove they're legitimate. Many platforms also allow customers to leave reviews, which adds even more credibility. 

What Does NAP Consistency Mean?

NAP consistency means that your business information is the same on every digital platform. That includes your business website, online directories, Google and Apple Maps, and more. 

This probably seems obvious, but it's surprisingly tricky to keep everything consistent. If your business moves to a new location, for instance, you might forget to update your address on that random Bing Places profile you made in 2018. Or you might call your business "Sarah's Auto Shop" on your website, but your Google Business Profile says "Sarah's Automotive Shop." Even a single typo while entering your phone number can lead to inconsistent NAP. 

By keeping all your NAP details the same, you can improve your local search rankings. That's because search algorithms are more likely to recommend your business when it seems legitimate and consistent. And it's not just about SEO. Your business details should also match on social media platforms, so potential customers have accurate information. 

Why Does It Matter for Local SEO?

NAP and local SEO work hand-in-hand to promote your business. Here's how. 

Boosts Visibility and Ranking

Search engines look for ranking signals when deciding which local businesses to show users. When the algorithms see the same information everywhere, it's more likely to trust your company. That can lead to greater search visibility in the results pages and Google's local map pack, which shows the top three nearby businesses. 

Improves User Trust and Experience

NAP consistency also gives current and potential customers a better user experience. Clients can understandably get upset if you don't provide the correct details. 

For instance, someone who anxiously limps their broken car across town will almost certainly feel frustrated if they show up at the wrong location. Or, if your Google Maps listing still shows your extended summer hours in December, a customer might be left waiting outside a vacant garage at 7 p.m. 

Double-checking all your business information helps avoid these sticky situations. Plus, you'll build your reputation as a credible, trustworthy company. 

Enables Effective Review Integration

It's normal to have reviews scattered across the internet, especially if you're not nudging customers toward any particular platform. One customer might praise your squeaky-clean waiting room on Yelp, while another's gushing about your speedy techs on Facebook.

When your business details are the same on all these platforms, it makes it easier for Google to connect the dots and associate these trust signals with your company. Otherwise, it might treat your business profiles as separate entities, weakening your credibility and search performance. 

The Effects of Inconsistent NAP

The role of NAP consistency in SEO can't be overstated. Even slightly different phone numbers in major directories can lead to negative consequences. 

Confused Search Engines

When your business citations don't match, search engines can easily get confused. Unlike humans, algorithms can't suss out that "Mark's Detailing" and "Mark's Car and Truck Detailing" are probably the same company. They may treat them as separate businesses or decide that your company seems less reliable than more consistent competitors. That can push you down local search results, even if the rest of your local SEO game is strong. 

Lost Sales and Foot Traffic

When they have all the right information, business citations can be a major source of leads. When someone gets a nail in their tire, for instance, they're not looking for billboards or reading blogs about tire repairs. They're searching for nearby tire shops on Google or Yelp. 

Without consistent NAP, your business may not show up at the top of these search results. That means you're losing customers and sales to higher-ranking competitors. After all, clients probably aren't going to browse 20 business listings while their tire deflates. They're calling one of the first reputable tire shops they see. 

Inaccurate business information can also hurt the quality of leads you attract. If your Facebook and Google profiles have different addresses, more discerning, research-oriented customers may go elsewhere. And those are exactly the type of clients you want to attract, not push away. 

Risk of Duplicate Listings

Business directories often auto-generate listings or allow users to add information. If you're not careful, you could end up with a mess of duplicated, inaccurate listings that you've never even seen. For example, Yelp might create a new listing based on outdated information you left on another site, even if you already set up an account for your business. 

Repeat listings like these could cause customers to leave reviews on the wrong profile instead of the fleshed-out one you built yourself. That's not very helpful, especially when you're building your reputation. 

Your Local Citations Matter

Local SEO starts with NAP consistency. When all your information lines up, you're waving a giant green flag at customers and improving your business's chances of appearing in local searches. 

Of course, updating your information across dozens of platforms can be too complex to handle alone, especially when you're busy running a business. It's also hard to keep track of auto-generated listings. If you never use Nextdoor, for instance, you may not realize it has your business name misspelled. 

Take back control of your digital footprint with Optimize Digital Marketing's Online Directory Management. Powered by Yext, this platform tracks your listings across over 78 platforms. It also lets you automatically update NAP instead of manually tweaking profiles one-by-one. 

Contact us to book a demo, or check out other SEO tips to add to your toolkit.