NAP consistency
NAP stands for name, address and phone number. NAP consistency means writing all three identically on your website, Google profile and directories. It makes customers and search engines trust that it is one real business, and it prevents wrong numbers on old listings.
In practice
What it means when you are the one making the decision.
Small differences, such as Shop 4 on one page and Shop No. 4 on another, or an old number on a directory, add confusion. Choose one exact form and copy it everywhere.
Audit it every few months, and fix old listings that you can reach. Do not pay for mass listing services without checking what they will publish.
Example
A studio decides on one address format and one phone format, then updates its Google profile, its website footer and its directory listings to match.
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