Your Name, Address, and Phone number must be identical everywhere — your website, GBP, Yell, Thomson Local, Checkatrade, TrustATrader, and every UK directory. Same formatting, same number, same postcode. Not optional.
Why NAP Consistency Matters
Google cross-references your business information across the web. If your address is “14 Commercial St” on one site and “14 Commercial Street” on another, Google sees them as different businesses.
What to Check
- Business name — Must be identical everywhere
- Address — Same format, same abbreviations
- Phone number — Same number, same format
- Website — Same URL (with or without www)
UK-Specific NAP Rules
- Use consistent postcode format (M15 4PZ, not M154PZ)
- Use consistent street abbreviations (St vs Street)
- Use consistent phone format (+44 161 354 9017 vs 0161 354 9017)
- Include country code for international directories
Where to Check
- Your website (header, footer, contact page)
- Google Business Profile
- Yell.com
- Thomson Local
- Checkatrade
- TrustATrader
- Yelp
Related: Build UK Citations → | Verify Your Address →