4.4 Local & ecommerce (Lever 6)HighInferred

NAP inconsistency vs GBP

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.

What it is

Site and profile disagree.

Why it matters

Confuses local entity resolution.

How to fix it

Align NAP across site and GBP.

How to find it on your site

  1. Compare the site NAP against the Business Profile, field by field.
  2. Flag any differences, including formatting.
  3. Standardise so they match exactly.
  4. Align external citations too.

Cross-reference to ranking and citation factors

NAP that matches the Business Profile reinforces the local entity. Mismatches weaken local trust and visibility.

Impact

Medium for local. Inferred.

Evidence

Consistent local identity. Google, Search Quality Rater Guidelines (PDF)

← No Google Business Profile (local)Product feed errors / disapprovals →