Your business information lives in more places than you might think: your website, Google, Apple Maps, Bing, Yelp, Facebook, industry directories, and dozens of smaller sites that copy data from each other.
In SEO, the core of that information is called NAP: your business Name, Address, and Phone number. When it's the same everywhere, customers and search engines trust it. When it isn't, both start to hesitate.
Why inconsistent info is a problem
- Customers get the wrong details. An old phone number or a previous address sends people to a dead end.
- Search engines lose confidence. Google cross-checks your details across the web. Conflicting information makes it less sure which version is right.
- Duplicate listings split your reputation. Reviews end up spread across two or three versions of your business instead of building up on one.
Where mismatches usually come from
- You moved, changed your phone number, or rebranded, and only updated some listings.
- Small differences like "Street" versus "St.", "Suite 200" versus "#200", or "LLC" added in some places.
- Old listings created automatically by data providers years ago.
- A tracking phone number used on one platform but not others.
Pick one exact format for your name, address, and phone number, write it down, and use it character-for-character everywhere.
How to fix it
- Start with the big ones: your website, Google Business Profile, Apple Business Connect, Bing Places, Yelp, and Facebook.
- Search for old versions of your name, address, and phone number to find listings you've forgotten about.
- Update or claim each listing, and request removal of duplicates.
- Check industry and local directories, like your Chamber of Commerce and trade associations.
- Add structured data (LocalBusiness schema) to your website so search engines can read your details clearly.
Keep it consistent
Whenever something changes, like a new phone number, new hours, or a new address, update every listing at the same time, not just your website.
Tracking down every listing is tedious work. I handle local listings management for clients, making sure your name, address, phone number, hours, and website are consistent and up to date across the web.
