Definitive evidence on NAP consistency in 2026

Google Business Profile optimization checklist infographic showing 7 steps for NAP local SEO including claiming your profile, NAP consistency, categories, business details, photos, reviews, and monitoring.

NAP consistency matters, but narrowly. Your website matching your Google Business Profile ranks 15th of roughly 150 local factors. Directory consistency ranks 63rd. Here is what the evidence supports, with sources and dates.