NAP Consistency Checklist UK (Local SEO)
NAP means Name, Address, Phone. Every public listing should match character-for-character. Inconsistent NAP dilutes local trust and slows Map Pack progress.
Why NAP consistency matters
Google cross-checks your Google Business Profile against your website and directories. Mixed formats (“St.” vs “Street”, old mobiles, trading vs legal names) create duplicate entities in the algorithm's eyes.
The checklist
Core sources (fix these first)
- Website footer + contact page
- Google Business Profile
- Companies House / trading name decision documented
- Email signatures
- Invoices and proposal templates
UK citations to audit
The full list — including which are free, paid, or low value — is on the UK business directories guide.
- Bing Places
- Apple Business Connect
- Facebook page About
- Yell / Thomson Local / industry directories you actually use
- Aggregation sites that still show an old number
Format rules
- Pick one phone format and stick to it (
020 1234 5678or+44 20 1234 5678, not both randomly) - Use the same suite / unit wording everywhere
- If you hide the address on GBP (mobile service), don't publish a conflicting public HQ on random directories
Rebrand warning
Changing name or phone? Update GBP and site the same day, then chase citations. See the rebranding checklist.
FAQ
Does NAP still matter in 2026?
Yes. It's table stakes for local SEO, not a growth hack — but broken NAP still loses rankings.
Should name match Companies House exactly?
Match the name customers know and that appears on your signage, then keep that string identical online. Don't keyword-stuff.
How often should I audit citations?
Quarterly, and immediately after any rebrand or office move.
What to do next
Spend one hour fixing core sources today. For a full local cleanup including citations and Map Pack work, book a Free Growth Audit or our local SEO service. The directory list is UK business directories. The practical read is local SEO for UK businesses.