YOUR NAME, ADDRESS AND PHONE SHOULD MATCH EVERYWHERE. HERE IS HOW TO CLEAN THEM UP.
NAP stands for name, address and phone number. When those three details read differently from one listing to the next, customers hesitate and search engines have a harder time confirming who you are. The fix is to choose one exact version, update your Google Business Profile and website first, then work through every directory, removing duplicates and old locations as you go.
AT A GLANCE
By Conqueror Capital · Published
The short answer: pick one exact version of your name, address and phone, fix Google and your website first, then the directories, and check again whenever something changes.
WHY MATCHING DETAILS MATTER
Google says businesses with complete and accurate information are more likely to show up in local search results, and that a profile with inaccurate details might not show up for relevant searches in your area.1 The same page says prominence, one of the main local ranking factors, draws partly on information from across the web, such as how many websites link to your business.1
There is a plainer reason too. A customer who finds one phone number on a directory and another on your website has to guess which one works. An old address sends people to the wrong door. Every mismatch is a small reason for someone to pick the next business in the list.
STEP 1: PICK ONE EXACT VERSION
Before you edit anything, write down the exact version you will use everywhere:
- Name. Google's guidelines ask for your real-world business name, as used consistently on your storefront, website and stationery and as known to customers.2 No keywords, city names or slogans added on.
- Address. Decide on one format and keep it. "Suite 200", "Ste 200" and "#200" all mean the same thing to a person, but choose one and use it every time. If you serve customers at their location and don't receive visitors, follow Google's rules for service-area businesses rather than publishing a home address.
- Phone. One main number for the location, ideally a local number that rings at the business. If you use call tracking, keep the main number as the one you publish in listings.
Save this as a short reference document. Everyone who touches your listings, now or later, should copy from it.
STEP 2: FIX GOOGLE AND YOUR WEBSITE FIRST
Your Google Business Profile and your website are the two listings you fully control, and they are the ones customers see most. Update the profile so it matches your reference document exactly.3 Then check every place your website shows your details: the header, the footer, the contact page, any location pages and the structured data in the page code.
Google's guidelines also say there should only be one profile per business.2 If you find a second profile for the same location, deal with it before moving on, since duplicates split reviews and confuse customers.
STEP 3: WORK THROUGH THE DIRECTORIES
Search for your business name, your phone number and your old addresses or numbers. Each search turns up listings you may have forgotten about: general directories, map apps, review sites, industry directories, your chamber of commerce and any association you belong to.
- Keep a simple tracker. One row per listing: the site, the login or claim status, what was wrong and the date you fixed it.
- Claim before you edit. Most directories let the business claim its listing, which gives you the right to change it.
- Fix the listings customers actually use first, then the long tail.
- Remove or merge duplicates and closed locations. An old location left open sends people to an empty building.
Some updates go live at once and some take weeks. Note the date on each so you know when to check again. Our guide to business listings and citations covers which listings tend to matter most.
STEP 4: KEEP IT CLEAN
Most mismatches start with a change: a move, a new phone system, a rebrand or a new suite number. Whenever one of those happens, update your reference document first, then Google and your website, then the tracker list. It is one afternoon of work at the time of the change, instead of a slow trickle of wrong information for years afterwards.
MULTI-LOCATION AND ENTERPRISE
With many locations, the same problem multiplies. Each branch has its own address, phone and hours, and each one has its own set of directory listings. A few habits keep it under control:
- One central record per location. A single spreadsheet or system that holds the approved name, address, phone and hours for every branch. Every listing copies from it.
- A clear naming rule. Decide how branch names appear and apply it everywhere, staying within Google's rules on real-world names.
- A process for openings, moves and closures. When a location changes, the central record changes first, and someone owns updating the listings.
- Regular audits. Sample a handful of locations on a schedule rather than waiting for complaints.
Our guide to Business Profiles for multiple locations and our mid-size and enterprise page explain how we run this with larger teams.
FAQ
What does NAP stand for?
Name, address and phone number. It refers to the core contact details that identify your business across Google, your website and online directories.
Does "Suite" versus "Ste" really matter?
People understand both. The point is to pick one format and use it everywhere, so there is no doubt about which details are current.
Which listing should I fix first?
Your Google Business Profile and your website. They are the two you fully control and the ones customers see most. Then work through the directories.
Should I delete duplicate listings?
Yes, where you can. Google says there should be only one profile per business. On other directories, claim the duplicate and merge or remove it.
How often should I check my listings?
Whenever something changes, such as a move or a new phone number, and on a regular schedule after that.
SOURCES
- Google Business Profile Help, Tips to improve your local ranking on Google.
- Google Business Profile Help, Guidelines for representing your business on Google.
- Google Business Profile Help, Edit your Business Profile.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
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