Even though this is an old topic, it’s still wildly misunderstood and often neglected. When clients land at our doorstep, their poor NAP matching is the number one reason why their marketing efforts have failed in the past. This is why we always recommend starting with our CleanSlate service so we can clean up the mess that’s holding you back before we try to push forward with new efforts.
What Is NAP Matching?
NAP stands for Name, Address, and Phone Number, and NAP matching refers to making sure this information is identical everywhere it appears online. At Prospect Genius, we expand that to NAPU because the URL (website) really should be treated similarly.
Google (and other search engines) want to see a consistent story across all directories, websites, and citations. Why? Because consistency builds credibility.
The Courtroom Analogy: Why Inconsistency Hurts
Imagine you’re in court, facing a ridiculous accusation: kicking puppies at Peter’s Pet Palace. Following the rule of “if one is good, two is better,” you hire three lawyers to defend you. Each one tells the best defense he can come up with:
- Lawyer 1: “Your honor, my client wasn’t even at the pet store!”
- Lawyer 2: “Your honor, my client is deathly allergic to puppies, so he only visited the kittens!”
- Lawyer 3: “Your honor, my client LOVES puppies! He’s already rescued 12 dogs!”
What’s the result? Jail. Jail is the result. The judge doesn’t trust you because your defense is inconsistent. You’re going to “jail”—or in SEO terms, your rankings tank.
This is how Google treats businesses with inconsistent NAP information. If your business name, address, and phone number appear differently across directories, Google sees conflicting stories and doesn’t trust you—which means you don’t rank well.
Don’t Fall for the Lies. You DO Need to Fix Your NAP
Here’s the ugly truth: many marketing companies will tell you NAP mismatches don’t matter. Why? Because fixing them is a tedious, time-consuming process, and they’d rather just take your money and move on.
But as you’ve likely seen from past marketing failures, that lie has consequences.
If your old, incorrect business information is still floating around on the internet, Google will find it, and it will hurt your rankings. The truth isn’t sexy, but it’s real: there are no magic beans. No shortcuts. No way around the work.
You have two choices:
- Keep kicking the can down the road, wasting money on campaigns that never reach their full potential.
- Do the annoying (but necessary) work to clean up your NAP and finally see real results.
How to Ensure a Perfect NAP Match
To build trust with search engines, your NAP must be identical everywhere:
- Exact Business Name – Don’t switch between “Smith Plumbing LLC”, “Smith Plumbing” and “Smith Plumbing Services.” Stick to one version.
- Same Phone Number – Don’t use your office number in some places and your cell phone in others.
- One Website – Don’t use multiple websites thinking that it’ll cast a wider net. It will only serve to split your efforts and degrade your credibility.
- Identical Address Format – If your official address includes “Suite 201,” make sure every listing includes it the same way (not “Ste. 201” in some and missing in others).
A messy NAP confuses search engines and weakens your local rankings.
Fixing Your NAP (Without the Headache)
Manually correcting your listings on every directory is time-consuming and tedious. That’s why we offer Directory Dominator—a service that ensures your NAP is accurate across hundreds of directories, all managed from one central source. It can save you a huge number of hours and produce better results in the end.
Already have a messy NAP match out there thanks to the trail of debris left by your past campaigns? This is where our CleanSlate service shines! It can wipe the slate clean and give your business a fresh start—so your future SEO efforts aren’t doomed by past mistakes. Rather than continuing to fail because you neglected to clean up the mess, let us help you get set up for success.
Final Thoughts
Your NAP might seem like a small detail, but it’s one of the most critical factors in local SEO. If you’re serious about ranking higher and getting more leads, make sure your business tells a consistent story everywhere online. And if you need help, we’ve got your back!
