Module 2 of 13

Business-information consistency

Why the same name, address and phone number in every place is the cheapest visibility work you will ever do.

5 min read · free, no sign-up

The problem nobody notices

Over a few years a business accumulates listings: a directory entry from 2019, an old Facebook page, a supplier profile, a map pin someone else created. Each one holds a snapshot of your details at the moment it was made.

Then you change your phone number, or move premises, or start trading as something shorter. The old entries do not update themselves. Now there are four versions of you in public, and search engines have to guess which is current.

What consistency actually means

Pick one canonical form of your business name, address and phone number — the "NAP" — and use it character for character everywhere. "Ltd" or "Limited", "Street" or "St", with or without the unit number: pick one and never vary it.

This is not superstition about exact-match text. It is that a machine comparing two records with different phone numbers cannot tell whether they are the same business or two businesses, and the safest thing it can do is trust neither very much.

Where to fix it, in order

Your own website first — it is the record everything else is checked against. Then your Google Business Profile, then Bing Places, then the directories that actually send you visitors, then the long tail of old profiles.

Delete what you cannot correct. A dead listing with a disconnected number costs you a customer who assumed you had closed.

In practice — A family-run bakery in Crawley

They moved 300 metres in 2023. The new address went on the website and the shop window, and nowhere else.

Eighteen months later customers were still turning up at the old unit, and one review said "closed down" — because a map listing still pointed at the empty shop. The fix took an afternoon: correct the map pin, update four directory entries, delete two profiles nobody could log into any more.

Action checklist

  • Write your canonical name, address and phone number in a document and treat it as the single source of truth.
  • Search your business name plus your town and list every profile that exists, including ones you did not create.
  • Correct your website first, then your Google Business Profile.
  • Work down the list of directories, correcting or deleting each one.
  • Diarise a 30-minute recheck every six months — new listings appear without you.

Free tool for this lesson

Listing completeness checker does this lesson's work in your browser. Nothing is stored and no sign-up is needed.

Exercise

Search your business name in an incognito window and open every result on the first two pages. Record each profile, its details, and whether you can log in to it. That list is your citation audit.

Time needed: 45 minutes

Read the source

Primary documentation, so you can check anything here rather than take our word for it.

Working through this and want your business listed while you do? Add it free. A listing costs nothing and promotion is always optional.