Is the effect of NAP inconsistency on search rankings basically a myth to justify business citation management services? I've been doing SEO for over 10 years but only recently started doing local businesses. I have yet to find any sort of published study that clearly shows a significant ranking effect by correcting an inconsistent NAP on any business directory site other than Google and Bing Business Listings. In fact, the publishers of any such articles claiming NAP inconsistency has a significant negative SEO effect are almost always businesses or people that are charging for such services. Gee, could they be a little biased? Obviously if you have an incorrect address that is far from the actual address, correcting it will help your ranking (think 3-pack) in the area close to your business but that's not really the type of ranking effect I'm talking about here.  I'm talking about a missing suite #, or an old address that is 1/2 block away from the new address but still the same phone number, or identical address but different phone (a toll free versus a local number). That kind of stuff. Of course you don't want to have an incorrect address or non-working phone number on places like Superpages, Yelp, Yellowpages, etc, but does anyone know of any place I can find good factual proof that having inconsistent NAPs on these sites has any significant effect on rankings? I'm sure some of the big SEO companies have the data to determine the effect. Or is this more of a "tin foil hat" / herd / OCD mentality on this subject that no one can prove (or disprove?)