What is NAP consistency and why does it affect local ranking?

NAP stands for Name, Address and Phone number, and NAP consistency means those details are written identically everywhere your business appears online - because mismatches make Google less confident it is dealing with one real business:

• Why it matters - Google cross-checks your details across directories, your website and your Google Business Profile to confirm you are legitimate and located where you claim.
• What counts as a mismatch - Suite 5 in one place and Unit 5 in another, an old phone number lingering on a directory, or a former trading name still listed.
• Where to check - your Google Business Profile, your website, and every directory and social profile that lists you.
• The fix - pick one exact format for your name, address and phone, then make every listing match it.

Inconsistent NAP details quietly suppress local rankings - standardise them everywhere before chasing any other local-SEO tactic.