NAP Consistency

Checks for consistent Name, Address, Phone across site

What it checks

The rule reads each page’s declared contact details: tel: and mailto: links, and the telephone / address fields of your LocalBusiness or Organization JSON-LD. It never guesses phone numbers or addresses out of body text, so order numbers and dates are never mistaken for a NAP.

Check	What it means
local-business-schema	Whether the site declares LocalBusiness or Organization schema.
contact-info	Your contact page carries a tel: or mailto: link.
phone-consistency	The primary phone number, compared across every page that declares one.
address-consistency	The primary postal address, compared across every page that declares one.

How drift is graded

phone-consistency and address-consistency compare the first phone or address each page declares, which is the number a directory or an agent treats as your primary contact. A footer listing extra branch numbers does not count against you.

• Pass: one value, rendered the same way everywhere.
• Warn: one value, rendered several ways. +1 (555) 123-4567 and 555.123.4567 are the same number, and 123 Main St and 123 Main Street are the same address, but directories and agents cite them as written, which splits your citations.
• Fail: some pages present a genuinely different primary number or address. That is a real NAP conflict, not a formatting nit.

When it stays quiet

Cross-page comparison only runs when it can say something meaningful:

• Fewer than 10 pages declare the signal: skipped. Three pages carrying a phone number cannot support a site-wide consistency claim.
• No dominant value (under 70% agreement): skipped. A multi-location business or a franchise directory is legitimately varied, and no page is a deviant.
• The site is not a local business: the whole rule is skipped, because appliesWhen gates it on the detected site profile.

Fixing it

Pick one rendering of your name, address, and phone, and use that exact string everywhere: the footer, the contact page, and your LocalBusiness JSON-LD. Then use the same string on Google Business Profile and every directory listing.

Rule ID	local/nap-consistency
Category	Local SEO
Scope	Site-wide
Severity	warning
Weight	6/10

Solution

NAP consistency is critical for local SEO. Your business name, address, and phone number should be identical everywhere - on your site and across all listings. Use schema.org LocalBusiness markup. Avoid abbreviations inconsistencies (St. vs Street). Include NAP in footer for site-wide visibility.

Enable / Disable

Disable this rule

[rules]
disable = ["local/nap-consistency"]

Disable all Local SEO rules

[rules]
disable = ["local/*"]

Enable only this rule

[rules]
enable = ["local/nap-consistency"]
disable = ["*"]