Updated October 9, 2026.
NAP means name, address, and phone number. Keeping those details accurate helps customers contact the right business and avoid an old location or disconnected line. A listing audit is worthwhile when you move, change numbers, rebrand, or discover conflicting information.
Accuracy is the priority. A wrong phone number and a different punctuation style are not the same problem, and a cleanup does not come with a guaranteed ranking increase.
Separate real errors from formatting differences
Start with discrepancies that change where someone goes or whom they reach.
| Finding | Recommended treatment |
|---|---|
| An old address still sends visitors to the previous premises | Correct it and check directions |
| A phone number belongs to someone else or no longer works | Replace it and test the call path |
| A listing represents a different business or location | Investigate its identity before editing |
| “Street” appears as “St.” | Use a preferred style where practical; do not treat this alone as a proven ranking problem |
| Two profiles appear to represent the same business | Check eligibility and ownership before requesting a merge or removal |
Google uses information from multiple sources, including business owners, websites, licensed data, and users. Its explanation of business information sources supports checking more than your own website. It does not establish that every abbreviation or phone-number punctuation difference lowers rankings.
1. Write down the correct business details
Create a reference record with your real-world business name, current contact number, website, hours, and address or service area as appropriate. Assign someone to approve changes.
A service-area operation does not need to publish a private home address as if it were a storefront. Follow the listing platform’s rules for the business type. Google’s representation guidelines distinguish public locations from service-area operations.
If you have several legitimate locations, maintain a separate record for each. Do not copy one branch’s number or hours into another branch’s listing.
2. Find the listings customers may encounter
Search for the business name, current and previous phone numbers, and old addresses. Check your website and the listing platforms your customers use, then relevant trade or local directories.
Record each finding in an audit sheet:
- Platform and public listing URL.
- Business or location represented.
- Current displayed details and the correction needed.
- Account owner or person responsible for the change.
- Request date, status, and last verified date.
Keep passwords, recovery codes, and other secrets out of the audit sheet. Use a password manager for credentials and enable available account protection. The UK National Cyber Security Centre’s password guidance explains unique passwords, password managers, and two-step verification.
Where a platform supports individual access roles, use those rather than sharing one login. Google provides owner and manager roles for Business Profiles; keep control with an authorized person at the business.
3. Correct errors in a practical order
We recommend this sequence:
- Fix incorrect details on pages and accounts you control.
- Address listings causing actual customer confusion or missed contact.
- Request corrections on other relevant platforms.
- Recheck the public result rather than assuming a submitted request is live.
On your website, check the contact page, footer, service pages, and any business information in structured data. Test the phone and website links. An old number can remain in a button even after the visible text has changed.
Use ordinary text for contact details so visitors can read and copy them. Do not rely solely on a photograph of a business card.
4. Investigate duplicates before removing anything
Two similar listings are not automatically duplicates: distinct eligible businesses or locations can share an address. Confirm what each profile represents and who controls it.
For true duplicates, follow Google’s duplicate-profile guidance. Merge requests are reviewed, and review replies may be lost. Removing a profile can remove associated content, so identify the correct profile before taking action.
When an existing business moves, Google advises updating its existing profile rather than creating a new one for the move. A new branch is a different situation and must qualify independently.
A worked audit example
Fictional example: A repair business moved its office and changed its public number.
| Place checked | Finding | Next action |
|---|---|---|
| Website footer | Current address, old phone link | Update the link and place a test call |
| Main business listing | Previous address | Submit the accurate new address and follow verification instructions |
| Trade directory | Correct address abbreviated differently | Leave as low priority; standardize if convenient |
| Second map profile | Possibly an old duplicate | Compare business identity and ownership before requesting changes |
The result to verify is that each corrected listing reaches the intended business. This example does not assume a ranking or revenue increase.
What about data suppliers and listing services?
Some directories obtain details from outside sources. If an error repeatedly returns, ask the platform how to correct the underlying source. Do not assume one supplier controls every listing or that a paid submission will update the entire web.
Before paying a listing-management provider, ask which destinations it covers, who owns the accounts, how corrections are verified, and what happens when the subscription ends. Compare that scope with the places where customers actually find you.
Recheck after a change
Keep the audit record current after a move, rebrand, phone change, or handoff to a new manager. Set a follow-up reminder for pending requests and confirm the public information after approval.
If you use call tracking, document which number serves which purpose and check the platform’s current rules with your provider. Test that calls reach the right business. Do not assume that every use of a tracking number creates a ranking penalty.
Customers reporting an old address are evidence of an information problem. A low search position alone does not diagnose a NAP problem. For broader search work, use our Minneapolis local SEO guide.
Start with the listing most likely to misdirect a customer. Correct it, verify the result, and record who will keep it current.