Is this a NAP inconsistency or is it fine?

[WilliamKammer]

Consistency is key. I would leave the 4+ off. From my experience and from talking with Google employees, the more identical the better for the actual NAP. A Googler who works in that area told me even the difference between "blvd" and "boulevard" can possibly have an impact.

And when it comes down to, "Who do I make happy, Bing or Google?" The answer is almost always Google.

[KempRugeLawGroup]

Did the googler happen to mention what's better between blvd and boulevard? I was told by some people on here, that it's best to write everything out just to be absolutely clear, but I'm not sure if there's any real evidence of a difference there.

That is a really good point about "Bing or Google?" I was looking for a "cake and eat it, too" scenario, but, you're definitely right about, if I have to choose, I'll choose Google.

• Ruben

[vmialik]

Hi Ruben,

With citations, you always start with matching the address with your local post office, like USPS uses. This is important for things such as the difference between using Ste or Suite for names, St vs Street, etc. Google tends to honor the decisions of your local post office.

Pertaining to the zip code, 5 digit zip code is still the king for consistency. Main reason being is that most places still allow only 5 digits for zip code vs 9 digits.  One camp may say well 5 + 4 is still consistent but gives extra location info, but I haven't seen any local benefit for "+4" other than the fact that it helps with identification for the local post office. But in terms of local SEO NAP consistency trumps in my opinion, and I totally agree with William on both accounts.

If you can opt out of leaving +4 I would do so. When it comes to adding your zip code on Google it gives you an example of 5 digits, even though it gives you a link to the USPS site which will give you 9 digits. And I would match Googles NAP. You should not be penalized for this on Bing end, if you choose to leave this out. Can you be penalized if you leave the +4 in? Maybe (due to inconsistency) but most likely not.

Hope this helps!

[WilliamKammer]

The Googler said it didn't matter as long as it was consistent, but I think Vadim has some good points below.

[vmialik]

Awesome William, its great to have a Googler input in these discussions

[KempRugeLawGroup]

Ste vs suite is interesting. I talked about it with Miriam Ellis on this thread. In my neck of the wood searches, ste, suite, etc has all been replaced with #.

[KempRugeLawGroup]

Thanks for the tips, you two! I appreciate it!

• Ruben

[vmialik]

True Google switched to # for Ste. I think fairly recently. I think Yelp still uses Ste.  

[vmialik]

Great Question!

[MiriamEllis]

Hi Ruben,

Good discussion going on here! I'm totally fascinated that Bing wants you to add a Zip+4 code. This is the first time I've heard of this in the local sphere. Zip+4 was launched by the USPS in 1983 as a way to help mail carriers identify a certain segment within a neighborhood. They are generally not required for mail delivery anymore, except in the case of post office boxes, which are, of course, not allowable addresses in a local search campaign. Very curious as to why Bing would require this.

At any rate, presumably Google is aware of Zip+4 codes, so I wouldn't actually consider them a candidate for true NAP inconsistency. If some of your listings featured a suite number, and others didn't, then that would be a problem, but I don't see Google having any confusion between a 5 digit zip and a Zip+4. I'm sure they understand this system, so I wouldn't be concerned about it if Bing insists. If you can leave it off and still get your Bing Places listing published, it's fine to do so, too.

Glad you brought this up. Like I've said, it's the first time I've heard of any local platform requiring a +4 code.

[KempRugeLawGroup]

Let me clarify 'requiring." I created a fake listing with a screenshot, so you can see exactly what pops up with Bing if you don't add the +4. As you can see, you don't have to do it, you can override it, but the Bing Places chat people encourage you not to for whatever reason. And, the prompt encourages you to add the +4, too.

[](<a href=)" target="_blank">a> [IMG]]([IMG]http://i.imgur.com/3yufOxE.jpg[/IMG]) [URL]]([URL=http://imgur.com/3yufOxE][IMG]http://i.imgur.com/3yufOxE.jpg[/IMG][/URL]) 3yufOxE

[KempRugeLawGroup]

The last screenshot picture, actually worked. Something else, I just noticed, when Bing wants you add the +4, they also want you to change to abbreviations. At least, they did for this one I just made in the screenshot above. Now, that could definitely be a problem.

• Ruben

[vmialik]

Hi Ruben,

At this point, even though they encourage you still have an option to override their suggestions and go with want you prefer? If that's correct you should be good to go. Unless they make it a requirement. But thanks for filling us in!

[MiriamEllis]

Thank you for the screen shots, Ruben. At any rate, none of these things should affect NAP consistency, so fortunately, not something to be worried about.