NAP (Name, Address, Phone).

NAP stands for Name, Address, Phone — the three pieces of business info that Google checks for consistency across your website, GBP, Yelp, Yellow Pages, BBB, Castanet, industry directories, and so on.

When Google sees the same NAP everywhere, you become trusted as a real local entity. When it sees "Smith Plumbing Inc." here and "Smith Plumbing" there and "(250) 555-1234" on one site versus "250.555.1234" on another, that confidence drops and your local rankings slip.

Decide on one canonical version of your NAP and use it everywhere. Pick a phone format (with or without dashes), a legal name (with or without "Inc."), and a street address (Suite vs. #). Then audit every listing.