What Is NAP (Name, Address, Phone)?
Definition
The consistent representation of a business's name, address, and phone number across the web — critical for local SEO rankings.
Why It Matters
NAP consistency is the baseline requirement for effective local SEO. When Google finds conflicting business information across the web, it loses confidence in which version is correct — leading to lower local rankings and a damaged customer experience.
How It Works
Your business Name, Address, and Phone number must be formatted identically everywhere: your website, Google Business Profile, and every directory listing. A NAP audit identifies inconsistencies across the web. Fixing them is one of the fastest, most cost-effective local SEO improvements available.
A business listed as "Smith & Co Plumbing" on some directories but "Smith and Co. Plumbing" on others — with one listing showing a 1300 number and another a local mobile number — has an inconsistent NAP profile that weakens every local ranking signal.
Quick Facts
- NAP should be identically formatted in your website footer and on your contact page
- LocalBusiness schema markup on your website reinforces your NAP data for search engines
- After moving premises, update every citation immediately to prevent ranking drops
- Tools like Moz Local and BrightLocal can automate citation auditing and bulk updates
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