NAP Consistency Audit for Law Firms
Quick Answer
NAP consistency means your firm's name, address and phone number match everywhere online. Conflicting details make Google less confident about your practice, which costs Maps rankings. We find every mismatch and correct it at the source.
If your firm's name, address, or phone number is slightly different across listings — even punctuation differences — it confuses Google and weakens your local ranking signals. 'Smith Attorneys Inc.' on one site and 'Smith Attorneys Incorporated' on another counts as two different businesses to a search algorithm.
Most law firms have built up dozens of inconsistent listings over the years — old offices, old phone numbers, different name formats, missing suite numbers. Every inconsistency is a small drag on rankings and a confusion signal for AI systems trying to verify your firm.
This is one of 42 checks in our 42-point visibility audit. It sits inside Citation Building, part of the full service we manage for South African law firms.
What We Do
Full NAP Audit Across All Existing Listings
We scan every directory and citation source where your firm is listed — including ones you forgot about — and document every inconsistency in a single report.
Identify and Flag Inconsistencies
Differences in name format, address punctuation, suite number, phone format, or category mapping are flagged with severity rated by likely ranking impact.
Submit Corrections to Each Directory
We file the corrections directory by directory using each platform's correct process — automated where possible, manual where required, with proof of correction documented for each.
Track Resolution
We track each correction request through to confirmation. Some directories action within days, others take weeks. We chase until the listing matches the master record.
Set a Master NAP Record for Future
We define your canonical NAP record — the one true format used everywhere going forward — and lock it in writing so your firm never accidentally creates new inconsistencies.
Frequently Asked Questions
Does it matter if my address format is slightly different?
Yes. 'Suite 4, 12 Grayston Drive, Sandton' and '12 Grayston Drive Suite 4, Sandton' read as different addresses to Google's local algorithm. Punctuation, abbreviations, and field order all matter. Every inconsistency is a small confidence loss that quietly caps your rankings.
How do I find all my existing citations?
We use a combination of citation discovery tools (Whitespark, BrightLocal, Moz Local), targeted Google searches, and reverse phone/email lookups. Most SA law firms have between 30 and 150 existing citations — including a long tail of old or forgotten ones. Our audit catches them all.
Get Your Free Visibility Audit
We'll show you exactly where your firm ranks — and what to fix first.