The verdict
There is a fourth copy of your address on your website that no human has ever read: the one inside your structured data, emitted automatically by your site builder on every page. It is the one where formatting genuinely matters, because a parser reads it rather than a person, and it is the one most likely to be wrong.
Your footer and your contact page are read by people, so somebody would eventually notice a wrong phone number. The JSON-LD block is read by machines, which do not complain, so nobody notices anything.
View source, search for the block, and read it. Most practice owners have never done this and are surprised by what is in there.
Why formatting matters here and not elsewhere
On the contact page, “Suite 130” and “Ste 130” mean the same thing to the person reading. In structured data they are two different strings in a field with a defined meaning, being read by something that is trying to resolve your business against everything else it knows.
Google’s local business documentation asks for the physical address as a required property and says to include as many properties as possible, with a primary contact phone number recommended. It also says to use the most specific applicable business sub-type, which for a clinic has a trap in it worth knowing about separately.
Included properly, the address becomes structured: a street, a locality, a region, a postal code, a country, each in its own field. Included badly, it becomes a string with a comma in it, which is worth considerably less.
What goes wrong in an auto-generated block
What I actually find
- The second address line is dropped. The settings panel has a field for it and the generator ignores it, so the suite number vanishes from the machine-readable version only.
- The region is spelled out rather than abbreviated. The field expects the short code and the panel accepted whatever was typed.
- The phone is formatted for a human. Brackets, spaces, no country code. Readable, not parseable.
- A day appears twice in the opening hours, with two different sets of times, because the panel allowed both and nothing validated it.
- Service area entries put the town, the region and the country into the locality field, so a field meaning “the town” contains three things.
- The identifier is the bare site URL, which means nothing else in your markup can reference the business as an entity without redeclaring it.
None of these are catastrophic alone. Together they describe a business that is subtly not your business, published on every page, for years.
The rule that decides what goes in
Everything in the markup has to be true of the page and visible on it. Google’s structured data guidelines put it directly: your structured data must be a true representation of the page content, and you should not mark up content that is not visible to readers of the page.
Which means the fix is not only to correct the markup. If the markup says Suite 130 and the footer does not, correcting the markup alone has made the two sources agree about a fact the page does not state. Put the suite number on the page first.
What to do about the generator
Do not add a correct block alongside the wrong one. Two descriptions of the same organisation, disagreeing about the address, with no shared identifier, is worse than either alone.
Find the switch, turn the generator off, and publish one block you control. On most platforms the setting is under business information rather than anywhere labelled SEO, which is why people spend an hour looking in the wrong menu. What your website builder already says about you in JSON-LD covers that in full.
Where this sits
It is one quarter of the NAP check, and the quarter nobody does. Your NAP is in four places and they disagree has the other three and the order to work through them.
The short version
- There is a fourth address on your site and no human has read it.
- Formatting matters here. A parser is reading it, not a person.
- The dropped suite number is the classic. The panel has the field, the generator ignores it.
- Phone formatted for humans is not parseable. Neither is a locality field containing three things.
- A bare URL as the identifier stops anything else referencing the business.
- Only mark up what is visible. Fix the page before you fix the markup.
- Turn the generator off rather than adding a second block.
If a site should be ranking and it isn’t, that’s the work I do. SEO for chiropractors covers where the effort belongs in a practice, and technical SEO is where markup gets checked against what the page actually says.
