Your name, address, and phone number match across every page on your site
Do your contact details appear identically in your structured data, contact page, and footer?
What this signal tests
We check that your business name, address, and phone number (called NAP in marketing circles) appear identically in three places: your homepage's structured data, your contact page, and your site-wide footer. Small differences like 'Street' versus 'St.' or different phone formats can cause AI systems to treat the entries as different businesses.
Why it matters for your visibility in AI
Knowledge graphs are paranoid about duplicate entities. When Google's Knowledge Graph or an AI assistant sees the same name with two different phone numbers, or one address with a 'Suite 200' and another without, it cannot tell whether you are one business or two. The safer assumption, from its perspective, is two, which means your authority and reviews get split. A concrete scenario: a user asks ChatGPT "can I walk in to Acme Dental on Tuesday?" If your footer says 123 Main St Suite 200 but your structured data says 123 Main Street, the assistant may not be able to confidently surface your hours, your phone, or even confirm you are the same office across both data sources. NAP parity removes that doubt in one cleanup pass.
Pass criteria at a glance
| Criterion | Passes when |
|---|---|
| Normalized NAP matches across all three locations. |
How we test it
We pull your organization's name, address (broken into street, locality, region, postal code, country), and phone number from your homepage's JSON-LD. We then load your /contact page, /about page, and your footer, extract the same three fields from the visible text or markup, and normalize each (lowercasing, trimming punctuation, collapsing whitespace, standardizing phone formats). If any of the three locations disagrees on any field after normalization, the signal fails.
Show technical detection method
Extract Organization name/address/phone from JSON-LD; compare normalized strings across /contact, /about, and footer.
If your site fails: how to fix it
- Decide on one canonical form for your business name, street address, and phone number; document it in a single source of truth (a wiki page or settings file).
- Update your homepage Organization JSON-LD to use the canonical NAP exactly; pay attention to abbreviations (Street vs St.) and suite numbers.
- Update your contact page so the visible text matches the canonical NAP character-for-character (ignoring formatting like line breaks).
- Update your site-wide footer template so every page shows the same canonical NAP.
- Propagate the canonical NAP to external citation directories (Google Business Profile, Apple Maps, Yelp, industry directories) so off-site data agrees with on-site data.
- Re-run the scan and spot-check three pages on your site to confirm the footer rendered the new template.
Quick facts
| Maturity | ESTABLISHED |
|---|---|
| Weight | medium |
| Category | Entity |
Primary sources
Related signals
Frequently asked questions
What does NAP stand for?
NAP stands for Name, Address, and Phone. It is a long-standing local-SEO concept that has become equally important for AI entity recognition. Consistent NAP across your site and across third-party directories is the single biggest local-business credibility signal.
Does it matter if I use 'St.' versus 'Street'?
We normalize for common abbreviations before comparing, so 'St.' and 'Street' alone will not fail the signal. But less-common variants (extra punctuation, missing suite numbers, different phone formats) can still trigger a mismatch, so picking one form and using it everywhere is safest.
I have multiple locations, how should I handle NAP?
Each location should have its own LocalBusiness JSON-LD block with its own NAP, ideally on its own location-specific page. The signal checks that whatever NAP appears on a given page is internally consistent within that page's structured data, footer, and contact section.
Does this matter for an online-only business?
Yes, though slightly less. AI systems still use your registered address and phone for business verification, customer-service routing, and disambiguation. An online-only business should publish at least a postal address (or registered office) and a contact channel, and keep them consistent.
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