Your business name, address, and phone number should match exactly across your website and your Google Business Profile. When they differ, by an old suite number, a call-tracking number, or "Co." versus "Company", search engines become less certain the listings describe the same business. Second Opinion weights this check at 90 out of 100, and fixing it is an afternoon of tedious work with no ongoing cost.
We covered the Google profile separately. This is the thing that quietly undermines it.
Your business name, address, and phone number need to say the same thing everywhere they appear. When they don't, search engines get less confident they are looking at one business instead of two similar ones. That uncertainty costs you.
How this happens to careful people
Nobody sets out to publish three versions of their phone number. It happens like this:
- You ran an ad with a call-tracking number, and it's still sitting on the contact page.
- You moved, and the old suite number is still in the footer.
- Your Google profile says "Ferguson & Sons Co." and your website says "Ferguson and Sons Company."
- Someone built a new site and typed the address from memory.
Every one of those is invisible to you, because you know they're the same business. A machine doesn't.
What we check
Second Opinion compares the name, phone, and street identity on your website against your public Google profile, and flags a conflict only where the evidence is real. It carries a weight of 90 out of 100, which makes it one of the heaviest checks in the audit.
We don't flag formatting for its own sake. A missing "Suite 4" matters. A hyphen in a phone number doesn't.
The fix
- Pick the correct version. Write it down once, character for character.
- Fix your website first: footer, contact page, and anywhere the number is typed into the page instead of pulled from one place.
- Fix your Google Business Profile to match it.
- Then work through the directories that already list you. Start with the ones that send you actual traffic.
It's tedious, and it stays fixed. That's a good trade.
While you are in there: the tap-to-call test
Open your own site on your phone and tap the phone number. If nothing happens, it's typed as text instead of a link, and every mobile visitor who wanted to call you had to copy it out by hand. Some of them didn't.
We report that one, but it doesn't affect your score. It isn't a ranking issue. It's just money on the floor.