NAP consistency and AI visibility

Name, address, phone. If those three drift, people and models treat you as two firms. This is old local SEO. Models made it louder.

Published 24 August 2026

NAP is name, address, phone. The phrase is older than ChatGPT. The failure mode is the same. The blast radius is bigger, because an answer engine has to pick one sentence instead of showing two listings.

What to freeze

One legal or trading name used everywhere on purpose — not three nicknames. One primary phone. A street if you have a door. A service area in words if you do not. Do not invent a suite number to look established.

What to stop paying for

A tenth directory that will store a fourth spelling. If you cannot keep five profiles clean, you will not keep fifty clean. The public file should follow the frozen version, not the latest ad campaign.

Read why this exists. Check a name in the registry. Or start with a free check. Gold is $297 a year for a fuller identity. Paying does not itself verify the website.

FAQ

Do I need the address public?
If you have a door, yes. If you are service-area only, say that. Do not fake a shop.

Does Gold rewrite my GBP?
No. You still own the map listing. The file should match it.