Do this ONE thing for your SEO
Zach+ Custer
October 8, 2025
Do this ONE Thing
If you’re a small business owner trying to get found on Google, here’s some good news: one of the most powerful SEO strategies out there is completely free, takes less than 10 minutes, and most business owners have never even heard of it.
It’s called NAP consistency and it can make or break your visibility in local search results.
What Is NAP Consistency?
NAP stands for Name, Address, and Phone Number.
In simple terms, NAP consistency means your business information appears exactly the same everywhere online (on your website, your Google Business Profile, your Facebook page, Yelp, directories, and anywhere else your business is listed).
Even small differences matter. For example:
- “123 Main St.” vs. “123 Main Street”
- “Custer Marketing LLC” vs. “Custer Marketing”
- An old phone number that’s still listed on an old directory
When Google sees these mismatches, it gets confused about whether it’s the same business, and that confusion can hurt your search rankings.
Why NAP Consistency Matters for SEO
This isn’t just theory, the numbers back it up.
According to Practice Builders, 41% of businesses have inconsistent listings, making NAP inconsistency the most common issue affecting local search rankings.
And the problem doesn’t just affect search engines. It impacts real customers.
Research from BrightLocal found that 85% of consumers have come across incorrect or incomplete information on a business listing in the past year. That means nearly half of all businesses are confusing Google and almost all are frustrating potential customers.
If Google can’t trust your information, it’s less likely to show your business when people search for things like “coffee shop near me” or “SEO agency in Mansfield, Ohio.”
How to Check and Fix Your NAP Information
You can fix this problem in a few simple steps:
Audit Your Listings
Start by searching your business name on Google. Look at what shows up. Your Google Business Profile, Facebook, Yelp, Bing, Apple Maps, LinkedIn, etc. Make a quick list of every site where your business appears.
Compare Your Info
Check that your name, address, and phone number match exactly on each listing. Pay attention to formatting, abbreviations, and spacing. Google treats these details seriously.
Update Inaccurate Listings
Update any outdated or incorrect information. If you moved locations, changed numbers, or rebranded, this step is crucial. You can do this manually or use a reputable local listing service to help monitor consistency.
Keep It Consistent Going Forward
Use the same format every time you create a new listing or directory profile.
Consistency builds trust with Google and credibility with customers.
Bonus: Optimize Your Google Business Profile
While you’re checking your listings, make sure your Google Business Profile is fully set up. This is one of the most important (and free!) tools for local SEO. Add:
- Your exact name, address, and phone number
- Business hours and website link
- High-quality photos
- A short description with relevant keywords
Why This Matters for Small Businesses
Most small businesses don’t have huge marketing budgets and that’s why fixing the fundamentals matters even more.
NAP consistency is one of those small, overlooked steps that creates a big ripple effect:
- Google trusts your business more
- Customers can find and contact you faster
- You avoid losing leads because of old or confusing information
And best of all? It’s free.
Take the First Step
At Custer Marketing we help small businesses get found in Google and AI search tools like ChatGPT and Gemini by focusing on honest, transparent strategies that actually work. One way we offer transparency is our pricing is live on our website.
If you’re not sure how consistent your business listings are, get a free website and local SEO audit today. We’ll show you exactly what to fix and how.
When it comes to local search, one small detail can make all the difference.
