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In Action · Content and search

Is our address consistent?

“Is our address consistent?” Or, from Google: a listing that disagrees with the site.

A practice's name, address and phone get typed by hand in half a dozen places — the footer, a contact page, a location page, the invisible markup search engines read — and they drift out of sync without anyone noticing, especially after a move. This checks the page against itself and reports every place those details disagree, which is the fast half of the job; confirming which version is actually correct still needs a person, because the check can only prove the site is consistent, not that it's right.

What to ask for

Local SEO (NAP)Local SEO / NAP audit — reads a page's delivered HTML and checks the local-search signals a business page lives or dies by: LocalBusiness structured data with a complete Name-Address-Phone, a phone and street address on the page, NAP consistency between the schema and the visible page (a mismatched phone fails the page), and Google Business Profile readiness — opening hours, geo coordinates, an embedded map.

See it work

A real run of Local SEO (NAP):

FAIL — 1 page(s)
      [error] schema phone +1-555-0100 ≠ page phone +15559999 — inconsistent NAP confuses local ranking
      [info] LocalBusiness schema has no openingHours / openingHoursSpecification — add hours for Google Business Profile parity
      [info] LocalBusiness schema has no geo (latitude/longitude) — helps map placement
      [info] no Google Maps embed on the page — an embedded map reinforces the location signal

  report: ./out/local-seo-nap-local-seo-nap.html
  json:   ./out/local-seo-nap.json
  text:   ./out/local-seo-nap-local-seo-nap.txt

The captured report, exactly as a run hands it to a client —open the full report ↗

Name, address and phone are typed by hand in several places — the footer, a contact page, a location page, the schema block — and they drift independently because nothing keeps them in sync. A practice that moved suites two years ago routinely still has the old suite number in one of them.

  1. Run the NAP check against the public page (or the site-wide list, if the practice has more than one location) and keep its report with the ticket.
  2. Read each reported mismatch — visible text against visible text, and visible text against the LocalBusiness schema block, which is the copy most often left behind because nobody reads it.
  3. [manual] Confirm the correct, current details against the client’s own record. The check can only tell you the page disagrees with itself; it has no way to know which version is right.
  4. [manual] Correct only the confirmed values, in every place they appear — footer, contact page, location page, schema — then rerun the check and attach the clean (or remaining) findings.

Why this only ever catches internal disagreement

A page that says the same wrong address everywhere passes this check cleanly. It proves internal consistency, not correctness against the real world — that is what step 3 is for, and skipping it is how a confidently-passing page still turns out to be wrong.

What this does not cover

External directories and the Business Profile listing itself. It compares name, address and phone across the page and its markup; it does not read or edit the listing, and a site that agrees with itself can still disagree with what Google has on file.

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