What is the impact of inconsistent NAP (Name, Address, Phone Number) information across different online platforms on local search ranking?

Inconsistent NAP (Name, Address, Phone Number) information across different online platforms has a significantly negative impact on local search ranking. NAP consistency is a critical ranking factor for local SEO because it helps Google verify the accuracy and legitimacy of a business. When NAP information is consistent across Google Business Profile, the business website, online directories, social media profiles, and other relevant platforms, it signals to Google that the business is trustworthy and provides accurate information to users. Inconsistencies, such as different phone numbers or variations in the business name, create confusion for Google and can lead to lower rankings in local search results. Google's algorithm relies on NAP data to match search queries to relevant businesses. Inconsistent information reduces Google's confidence in the accuracy of the business listing, making it less likely to be displayed in search results. Furthermore, inconsistent NAP data can negatively impact citation building, which is the process of getting the business listed on various online directories and platforms. Citations with accurate NAP information enhance the business's online visibility and improve its local search ranking. Therefore, maintaining consistent NAP information across all online platforms is crucial for optimizing local search performance and ensuring that potential customers can easily find and contact the business.