NAP — Name, Address, Phone number — sounds boring. It’s also one of the quietest ranking killers in local SEO. Google cross-references your business information across hundreds of directories, and every inconsistency erodes the trust signals that keep you in the 3-Pack.
How the damage happens
You moved offices in 2021 but Yelp still shows the old suite number. Your Facebook page lists a tracking number while your website shows the main line. A data aggregator scraped a misspelled business name years ago and it’s now replicated across 40 directories you’ve never visited. Each mismatch is a small vote of “maybe this business isn’t legitimate.”
The audit process
Start with the big four data aggregators and the directories Google trusts most: Google Business Profile, Apple Maps, Bing Places, Yelp, Facebook, BBB, and industry-specific directories for your niche. Search your business name + phone + old addresses and log every variation you find.
The cleanup
Standardize ONE canonical version of your name, address, and phone. Update every listing to match it exactly — down to “St.” vs “Street.” Then build new citations on trusted directories you don’t have yet. Consistency first, volume second: 50 consistent citations beat 200 messy ones.
Maintain it
Set a quarterly reminder to re-check. Directories re-scrape, aggregators re-sync, and drift happens. Ten minutes of maintenance protects months of ranking work.
Want this done for you? Book a free 30-minute strategy call and I’ll map out your next steps — no pitch, no obligation.
