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Home / Glossary / NAP Consistency
Glossary · Marketing

NAP Consistency

Name, Address and Phone Consistency

In plain language

Making sure your business name, address and phone number are written the same way everywhere online.

The metaphor

Like handing everyone the same business card: if half of them show an old number, people start to wonder which one is real.

Going deeper

How it works

  • Google, AI tools and directories compare your details across the web.
  • Matching details build trust. Mismatches cause doubt and can split you into duplicate listings.
  • Common places: your website, Google Business Profile, Apple Maps, Bing, Yelp and industry directories.
  • Small style differences ("Suite 200" or "#200") are usually fine. An old address or phone number is not.

What can go wrong (example scenario)

A physiotherapy clinic moved across town. The website changed, but four directories kept the old address, and map apps sent new patients to an empty unit for months.

How WILDCARD handles it

Local Business Profile keeps the Google listing correct, and Managed Search checks that the website and main directories match it.

In practice
  • A firm that changed its phone number updates every listing the same week.
  • A shop uses the exact same business name on its site and its Google profile.
  • A contractor removes a duplicate listing left over from a past address.

A question owners ask

Where do I start?

Your website and Google Business Profile. Make those two match, then fix the listings that show up when you search your own business name.

Where WILDCARD handles this
Local
Business Profile
  • Weekly content
  • Profile optimization
  • Monthly reporting
Start with Local Business Profile
Managed
Search
  • SEO, managed monthly
  • Rankings tracked and reported
  • Site and content optimised
Start with Managed Search
Related terms
AEOAnswer Engine OptimizationAI OverviewsBacklinksCanonical URLCore Web VitalsDomain AuthorityE-E-A-TExperience, Expertise, Authoritativeness, TrustworthinessFAQ Schema

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