3.2 Site-level trustHighInferred
Inconsistent NAP across the site
If the business name, address and phone number differ across the site and the web, Google struggles to trust and consolidate the entity. Consistent NAP is foundational for local trust.
What it is
Name/address/phone vary.
Why it matters
Confuses entity resolution and local trust.
How to fix it
Standardise NAP everywhere.
How to find it on your site
- Collect every instance of name, address and phone on the site.
- Check they are identical, including formatting.
- Standardise NAP everywhere and in your structured data.
- Align it with external listings and directories.
Cross-reference to ranking and citation factors
Consistent NAP strengthens local entity trust and disambiguation. Inconsistency confuses Google and weakens local visibility.
Impact
Medium for local/entity. Inferred.
Evidence
Consistent identity supports entity/trust. Google, Search Quality Rater Guidelines (PDF)