Okay, So What Is NAP Consistency?
NAP consistency is when your company’s name, address, and phone number are listed the same way across the web, from your website to your social media profiles to directory listings (such as Google My Business, Yelp, etc.) and beyond.
Note: even though NAP stands for Name, Address, Phone Number, it’s important to make sure your web address is listed consistently as well.
Consistent listings include not just the same basic information, but the same spelling and formatting, as well. Search engines are all about the details!
When your NAP is consistent, the same information shows up on all profiles and in all directories, which helps search engines understand who you are, what you do, and how users can find and reach your business.
The truth is, NAP consistency is key for businesses looking to improve their search rankings, increase the local organic traffic to their site, and get more leads (and sales) from the web.
Let’s break that down for you. When users see your business listed under multiple names, with varying addresses, or using inconsistent phone numbers, they get confused. So, they turn instead to a company whose information is consistent because they have more trust and confidence in that listing.
And because users think and act this way, search engines also think and act this way.
If search engines are finding conflicting information about your NAP, they’re not going to know for certain what your business is or where it’s located. When the search engines find varied details about your company, they lose confidence in your listing—so they are more likely to provide users with another listing that they’re more confident about.
So, if you want to show up in the search results for relevant keywords in your service area, taking care of your company’s NAP consistency is your first step.