NAP on the website comes first
Before worrying about directories, make sure the website itself shows the right name, phone, and address clearly, especially in the footer and on the contact page.
Field Report № 006 · Free ToolsNAP Consistency Checker
Your site and your Google listing should tell the same story.
Google cross-references your name, address, and phone number across every source it can find. Paste your URL to check the website side: whether the details are visible on the page, whether the phone number is tap-to-call, and whether your schema markup agrees with the visible text. No signup, and no pretending it covers every directory on the internet.
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Business Name
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Phone
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Address
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Schema
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Findings
Technical details
What this tool can and cannot prove
This tool fetches the URL you submit and checks the visible HTML for your business name, phone number, and address. It also extracts JSON-LD schema markup and, when a contact page is detectable, checks that page too. It checks your website only, not Google Business Profile, Yelp, or any other directory. Citation consistency across the web requires a separate audit.
Schema reinforces what search engines see
LocalBusiness schema gives search engines a structured, machine-readable version of your business details. Mismatches between schema and visible text can dilute local trust signals.
Clickable phones matter on mobile
The checker tests whether your number sits inside a tel: link. That one attribute is the difference between a visitor tapping once to call you and fumbling a copy-paste into their dialer.
For a broader look at local signals, see the NAP consistency checklist, local citations for small business, and what schema markup does for local businesses.
What is a NAP consistency checker?
A NAP consistency checker is a tool that verifies your business Name, Address, and Phone number appear the same way everywhere they are published: on your website, in your schema markup, and across listings like Google Business Profile, Yelp, and Bing Places. Matching details tell search engines your business data can be trusted.
This one checks the website side of that equation. It fetches the URL you enter, reads the visible HTML and the JSON-LD structured data, and compares both against the details you typed in. If it can find your contact page, it checks that too. The output is a set of findings you can hand to whoever maintains your site, or fix yourself in an afternoon.
Why NAP consistency matters for local SEO
Google builds its picture of your business from every source it can find, and it cross-references them. When your website, your Google Business Profile, and your directory listings all state the same name, address, and phone number, that picture is sharp. When they disagree, you are asking Google to guess which version is true, and in my experience the map pack is not kind to businesses that make it guess.
Citation-cleanup services oversell the problem. Eight years of audits keep proving it. Most of the local ranking damage I find comes from a handful of core listings plus the business's own website, not from the 200-directory blast lists those services quote against. Fix your site, your schema, and the core listings below first. The long tail of directories rarely moves anything.
Where your NAP has to match first
These are the listings search engines actually weigh. Check them character for character against the NAP on your website.
- Google Business ProfileThe one that feeds the map pack. Your canonical NAP lives here.
- Apple Business ConnectFeeds Apple Maps and Siri. Widely forgotten after setup.
- Bing PlacesFeeds Bing's own results and the AI assistants that lean on its index.
- YelpAlso syndicates data to other platforms and voice assistants.
- FacebookBusiness page About section. Old addresses survive here for years.
- Yellow PagesLegacy weight, still cross-referenced by aggregators.
- FoursquareA data source for other apps more than a destination.
- TripAdvisorMatters for hospitality and food service. Skip it if you fix furnaces.
Common NAP consistency issues and how to fix them
NAP problems repeat. I can usually name the culprit before a crawl finishes, because the same mistakes show up in audit after audit.
Business name variations
"Acme Plumbing" on the site, "Acme Plumbing LLC" on the profile, "Acme Plumbing & Drain" on a 2019 directory listing. Fix: pick one canonical form (use whatever your Google Business Profile says), then update everything else to match it exactly.
Address format differences
Suite vs. Ste vs. #, Street vs. St. Standard USPS abbreviation differences are usually tolerated by Google's matching. A different suite number or an old street address is not. Fix: choose one format and use it verbatim on your site, in your schema, and in listings.
Phone number formatting and tracking numbers
(606) 555-0123 vs. 606-555-0123 rarely breaks anything; punctuation gets normalized. A different number does break things, and call-tracking numbers are the usual culprit. Fix: your Google Business Profile primary number goes on your website, wrapped in a tel: link. Put tracking numbers on ads, not on your site.
Old addresses and numbers after a move
The most damaging pattern, because every stale listing actively contradicts the new truth. Fix: update your Google Business Profile first, then your site and schema, then the core listings above, starting with the oldest.
Schema that disagrees with the page
The footer says one thing, the LocalBusiness JSON-LD says another. Search engines read both and notice. Fix: make your structured data mirror the visible NAP exactly. This tool flags the mismatch for you.
How to read your results
Four cards up top, one per detail checked: business name, phone, address, and schema. Each card says whether the detail showed up on the page and whether the structured data agrees. The findings underneath do the ranking for you. Red flags a contradiction search engines will notice, yellow and blue are worth a look when you have a minute, and teal confirms what is already right. Start at the red ones and work up; each one names its fix.
This tool checks your website. Listings live everywhere else.
The $500 flat-rate health check covers your site end to end: the schema and NAP signals this tool samples, plus crawl, indexation, performance, metadata, and analytics. If your listings across the web are the real problem, I'll tell you that instead of selling you cleanup you don't need.
Embed this checker on your site
Free for any site: agencies, directories, local business resources. Paste the snippet where you want the checker to appear. The attribution links stay as-is; that's the trade for the free tool.
SEO workflow
Use the NAP checker as the website source-of-truth pass
Local SEO gets messy when the website, schema, footer, contact page, and citation ecosystem tell different stories about the same business. This checker starts with the site because that is the business information you control most directly.
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Set the expected business facts
Enter the name, phone, address, service area, and website URL you want the public web to reinforce.
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Compare visible and structured signals
Check the website copy, footer or contact signals, clickable phone links, and LocalBusiness schema for mismatches.
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Clean the core before citations
Fix the website and Google Business Profile before building or repairing secondary directory listings.
Primary guide
NAP Consistency Checklist for Local SEO
What to match, where to check first, and which mismatches matter.
Supporting guides
Related tools
Build notes
NAP Consistency Checker Tool Case Study
Why the checker starts with website-controlled business information.
FAQ
What does NAP stand for in SEO?
NAP stands for Name, Address, and Phone number: the three business details search engines cross-reference between your website, your Google Business Profile, and directory listings. When every source agrees, search engines treat your business data as reliable. When sources disagree, local rankings and map visibility suffer.
What is NAP consistency and why does it matter for local SEO?
NAP consistency means your Name, Address, and Phone number appear identically across your website, schema markup, and online directories. Consistent details help search engines trust that your business data is accurate. Inconsistencies can dilute local ranking signals and confuse visitors trying to contact you.
Does this tool check directories like Yelp or Google Business Profile?
No. This tool checks the website URL you submit and, if found, its contact page. It does not access third-party directories or verify your Google Business Profile listing against external sources.
Does phone number format matter for NAP consistency?
Formatting differences like (606) 555-0123 versus 606-555-0123 are usually tolerated. Search engines normalize punctuation. A different number is another story. Call-tracking numbers on your website that don't match your Google Business Profile number split your phone signal and can hurt map rankings. Use one primary number everywhere and keep tracking numbers on ads.
Why does the phone clickability check matter?
A clickable phone number uses a tel: link so a visitor on a phone can tap to call instead of copying the number into a dialer. This tool tests for that link directly. Plain text numbers still display, but every extra step between a local searcher and a phone call loses a few of the calls.
How often should I check NAP consistency?
Immediately after any move, rebrand, or phone number change, then a couple of times a year as maintenance. Listings drift on their own because data aggregators re-publish stale information. A quarterly five-minute check catches drift before it spreads.
Is this NAP checker free?
Yes. It's free, with no signup and no account required. The tool fetches the URL you submit, checks the visible HTML and schema markup, and shows the results on this page.