What it is
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. Name/address/phone vary. Confuses entity resolution and local trust. Standardise NAP everywhere.
Why does inconsistent nap across the site matter for AI search?
Confuses entity resolution and local trust.
How do you fix it?
Standardise NAP everywhere.
How do you 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.
Which ranking and citation factors does it touch?
Consistent NAP strengthens local entity trust and disambiguation. Inconsistency confuses Google and weakens local visibility.
What is the impact?
Medium for local/entity. Inferred.
What is the evidence?
Consistent identity supports entity/trust. Google, Search Quality Rater Guidelines (PDF)
Frequently asked questions about inconsistent nap across the site
What does "Inconsistent NAP across the site" mean?
Name/address/phone vary.
How do you fix inconsistent NAP across the site?
Standardise NAP everywhere.