Welcome to the Q&A Forum

Hi SteeleSEO, Good questions here! When it comes to consistency, what you are aiming for is a basic sameness of data, but this doesn't mean all data has to be absolutely identical in all cases, because such a goal simply isn't possible to achieve in certain scenarios. Let's look at your 3 questions: Business Name - this is one that should be identical, but whether this is your legal business name or a DBA, that choice is yours. Pick what you will be doing business as and then make sure that this is, indeed, identical everywhere within your control. Don't be 'Joe's Plumbing' in one directory and 'Joe's Plumbing and Heating' in another. Address - don't be concerned about things like Road vs. Rd. Google is smart enough to understand the meaning of these. However, do be certain that if you have a suite number or other extension that it is reflected across all references to the business. Don't have some listings which say '800 Center Road' and others which say '800 Center Road Suite 9'. That can cause real problems with Google. Phone number - there are so many differences in the way the major directories display phone numbers that it would be impossible for any business to make display identical web-wide. You have to follow the rules of whatever directory you are submitting to, so, do not be concerned that Google can't understand these minor differences. Hope this helps and thanks for bringing such a good question to Q&A!