What Is an NPI?
NPI stands for National Provider Identifier. It's a unique 10-digit number assigned to healthcare providers in the United States by the Centers for Medicare & Medicaid Services (CMS). It’s used for billing, insurance, and record keeping — but also plays a surprising role in your online presence.
Where Is Your NPI Used?
- Medicare and Medicaid claims
- Insurance provider networks
- Health plan directories
- Government and hospital systems
- Google Business Profile (indirectly)
- Medical directories like Healthgrades, Vitals, Doximity
How NPI Affects SEO and Visibility
Search engines often reference NPI data to validate a doctor’s existence and authority. Inconsistent, outdated, or duplicated NPI entries can cause confusion and lower trust — both for patients and for Google.
If your NPI is attached to an old employer or inaccurate business name, that misinformation may be scraped into public directories, hurting your SEO and brand consistency.
Common NPI Mistakes
- Never updating NPI info after switching practices
- Using a group NPI when an individual one is needed
- Allowing former employers to control directory entries tied to your NPI
How to Check and Fix Your NPI
Start at npiregistry.cms.hhs.gov. Look up your NPI and verify:
- Practice name and business location
- Taxonomy/specialty codes
- License and contact info
If it's outdated, you can update it by logging into the NPPES portal.
Doctor Rebrand’s Role
We start every engagement with an NPI audit. We verify what’s listed, correct errors, and ensure alignment across all your major profiles. That improves directory accuracy, builds trust with Google, and protects your brand from misattribution.
The Bottom Line
Your NPI is more than a billing ID — it’s a fingerprint used to connect you across platforms. If it’s wrong or outdated, everything downstream gets messy.
Don’t let bad data hold back your brand. Let Doctor Rebrand help you fix it.