# NAP consistency

> NAP consistency means a business's name, address, and phone number appear identically across every directory, listing, and citation.

_Category: Platforms · Updated 2026-08-15 · By Elizabeth Davis_

Source: https://happyreplies.com/glossary/nap-consistency

Inconsistent NAP data creates duplicate and conflicting entities, which dilutes the signals a search engine associates with your business and can split your reviews across two listings.

The most common causes are a moved premises, a changed phone number, and a franchise or trading name used inconsistently.

## In practice

Audit the top twenty citations for your category, fix the mismatches, and use one canonical format everywhere — including the suite number and the phone format.

## FAQ

### Does NAP still matter?

Less than a decade ago as a ranking factor, but still materially, and it matters a great deal for not splitting your review count across duplicate listings.

## Related terms

- https://happyreplies.com/glossary/local-seo
- https://happyreplies.com/glossary/google-business-profile