If you’re a small business that depends on local clients, there's one simple thing that could be hurting your online visibility more than you realize:
Your business name, address, and phone number aren’t listed consistently across the internet.
This isn’t just a “small detail.”
This is foundational local SEO—and if your NAP info (Name, Address, Phone) is even slightly inconsistent, Google may push you down the rankings… and hand your traffic to someone else.
In this post, I’ll explain:
What NAP is (and why it matters so much)
How inconsistent listings confuse both customers and search engines
What Google looks for when ranking local businesses
How we fix this inside MSW’s Performance Marketing Program
And how you can check your own listings in less than 15 minutes
NAP stands for:
Name of your business
Address (or service area)
Phone number
You probably entered this info when you claimed your Google Business Profile—but here’s the catch:
That’s not the only place Google is looking.
Your NAP is also found (or should be) on:
Yelp
Bing Places
Apple Maps
Local directories (Chamber of Commerce, BBB)
Industry-specific directories (Houzz, Avvo, Healthgrades, etc.)
Your website footer and contact page
If even one of those is out of sync, it can create trust issues with Google’s local algorithm—and with your customers.
Google’s job is to provide the most accurate, helpful local results when someone searches for a business like yours.
But if your listings show:
Different versions of your business name (e.g., “Smith & Sons” vs. “Smith and Sons”)
Multiple phone numbers
Different addresses (maybe you moved and forgot to update)
Outdated websites or dead links
...Google doesn’t know which info to trust.
When Google is confused, it plays it safe—and you get buried.
According to Moz, NAP consistency is a top 5 ranking factor for local SEO.
Inconsistent listings don’t just confuse algorithms. They confuse your customers.
If someone finds you on Yelp but calls a number that’s disconnected, or drives to an old address, guess what they do next?
They Google someone else.
Today’s consumers are fast-moving. They won’t double-check your info. If it doesn’t work the first time, they move on.
We worked with a home renovation business that had a strong reputation and lots of word-of-mouth traffic—but almost no visibility in Google’s local pack.
Why?
Their Google Business Profile listed an office they hadn’t used in two years
Yelp had the old phone number
Facebook had a slightly different business name
Their website footer had a typo in the address (!)
We corrected everything, suppressed duplicates, and updated every major directory. Within 30 days, they started showing up in the top 3 for “kitchen remodeling near me” and saw a 2x increase in calls.
Here’s a simple DIY process you can do right now:
Google your business name
Look at the first 2–3 pages of results
Check every listing for:
Is your name exactly the same across all listings?
Is your address identical (including suite numbers, abbreviations)?
Is your phone number correct and clickable?
Does the listing link to your current website?
Bonus tip: If you’ve moved or changed phone numbers in the last 5 years, pay extra attention.
Inside our Performance Marketing Program, we:
Why? Because local SEO starts here.
And if your foundation isn’t solid, everything else—SEO, ads, lead gen—won’t perform like it should.
Using different formats of your business name
→ Stick with one official name—no extra keywords or slogans
Using a tracking phone number that isn’t listed anywhere else
→ Always use your real, consistent business number
Listing a PO box or UPS store as your business address
→ Google requires a physical location or a verified service area
Not updating your listings after moving
→ Even if your Google profile is right, Yelp, Facebook, and others need updating too
Your website might be beautiful.
Your services might be top-notch.
Your clients might love you.
But if Google and your customers can’t trust the info they’re seeing online—you’re invisible.
The good news?
This is one of the easiest and fastest things to fix—and the payoff is huge.
Let’s make sure your business is easy to find, easy to contact, and easy to trust.
We’ll check your NAP consistency across 50+ major directories and show you exactly what needs fixing.
📞 Call us at 573-552-8403
Or book your free scan and strategy call at:
https://mswinteractivedesigns.com/pages/request-a-quote
This is low-hanging SEO fruit—with real business results.
Related Reading:
→ How to Use Google Analytics Without Getting Overwhelmed: What Small Business Owners Really Need to Know
Learn how to stop guessing and start using your data to make smarter marketing decisions.
Sandy Wardenburg Waggett is the Founder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing in SEO, AI-powered content strategies, and website optimization. With over a quarter century of experience (eek!), Sandy has helped thousands of business owners increase visibility, generate leads, and dominate their local markets through strategic online marketing.
As a Certified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s a trusted mentor and business strategist who equips entrepreneurs with data-driven insights and future-proof tactics. She leads AI & Marketing Mastery Training and exclusive CEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.
Sandy is also the author of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking to outsmart competitors and win in the new era of search marketing. The book provides cutting-edge strategies on AI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.
When she’s not crafting game-changing marketing strategies, Sandy enjoys coaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.
🚀 Want to take your digital marketing to the next level? Connect with Sandy at MSWInteractiveDesigns.com or call 573-552-8403.
