April 15, 2026
NAP Consistency — The One Thing Silently Killing Your BJJ Gym's Google Rankings
NAP stands for Name, Address, Phone number. It sounds boring, but it is the silent killer of local SEO. Google is a machine. It looks for consistency to verify that your business is legitimate.
If your NAP is inconsistent across the web, Google loses trust in your business and drops your ranking.
The Discrepancies You Never Notice
You might think your NAP is consistent, but I guarantee it is not. Is your street listed as "Street" on your website but "St." on your Google Business Profile?
Is your suite number missing from your Facebook page? Is your phone number formatted differently on Yelp? Does your business name include "LLC" on one platform but not another? These tiny discrepancies confuse search engines.
When Google sees conflicting information, it assumes your business data is unreliable, and it pushes the gym down the street with perfect NAP consistency above you in the map pack.
The 60-Second Check
Do this right now: open your website footer, your Google Business Profile, and your Facebook About section side by side. Compare all three. If there is even a single difference in abbreviation, spacing, or formatting, you have a NAP consistency problem.
And if you missed that, you probably missed other things too, like those found in our 10 BJJ gym website audit findings.
If you want to see exactly where your gym stands on technical SEO and NAP consistency, find out exactly where your gym stands at grapplegrowth.com/start. We pull up your gym on screen, go through everything, and tell you what to fix first. Takes about 20 minutes. No pitch.
I post live audit examples showing NAP errors on @grapplegrowth on Instagram, and full episodes on @tannersullivantbjj on YouTube.
