NAP consistency means a business name, address, and phone number are accurate and aligned across the web. It applies to the business website, Google Business Profile, directories, social profiles, data aggregators, review sites, and local references.
Inconsistent NAP data can confuse customers and search systems. It can also create duplicate profiles, wrong map pins, outdated phone numbers, and weak confidence around whether citations refer to the same business.
When NAP Matters Most
NAP cleanup is most important when a business has moved, changed names, changed phone numbers, merged locations, closed offices, or used tracking numbers inconsistently across public profiles.