What it is
If the name, address and phone on the site differ from the Business Profile, Google sees conflicting signals about the same business. They must match exactly. Site and profile disagree. Confuses local entity resolution. Align NAP across site and GBP.
Why does nap inconsistency vs gbp matter for AI search?
Confuses local entity resolution.
How do you fix it?
Align NAP across site and GBP.
How do you find it on your site?
- Compare the site NAP against the Business Profile, field by field.
- Flag any differences, including formatting.
- Standardise so they match exactly.
- Align external citations too.
Which ranking and citation factors does it touch?
NAP that matches the Business Profile reinforces the local entity. Mismatches weaken local trust and visibility.
What is the impact?
Medium for local. Inferred.
What is the evidence?
Consistent local identity. Google, Search Quality Rater Guidelines (PDF)
Frequently asked questions about nap inconsistency vs gbp
What does "NAP inconsistency vs GBP" mean?
Site and profile disagree.
How do you fix nAP inconsistency vs GBP?
Align NAP across site and GBP.