What is NAP consistency and why does it matter for estate agents?
NAP means your Name, Address and Phone number, and consistency means they’re identical everywhere you appear online. It matters because Google builds trust from corroboration: when your details match across your website, Google profile and every directory, it’s confident you’re a real, established business. Even small mismatches (a suffix here, an old number there) chip away at that confidence and can hold back your ranking.
Why tiny inconsistencies do real damage
Every source that agrees about you raises Google’s confidence; every one that disagrees lowers it. "123 High St" vs "123 High Street", an old phone number on one directory, a former office address lingering somewhere, each is a small contradiction, and together they blur the picture Google (and AI) have of you.
How to audit and fix your NAP
- 1Decide your canonical details, the exact name, address and phone to use everywhere.
- 2List where you appear: Google, Bing, Apple Maps, allAgents, Yell, local directories, your own site.
- 3Correct every mismatch to the canonical version, including formatting.
- 4Hunt down old listings from a previous office or number and update or remove them.
- 5Re-check periodically, details drift as you move, rebrand or change numbers.
Frequently asked questions
Does the exact format of my address matter?
Yes, aim for consistency, not just correctness. "Street" vs "St" or a missing suite number across listings are the kinds of small mismatches that add up. Pick one format and use it everywhere.
What’s the most common NAP problem?
Old details left behind, a previous phone number, a former office address, or a listing from before a rebrand, sitting on directories you’ve forgotten about. These are exactly what a citation audit surfaces.
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