Local SEO
NAP (Name, Address, Phone)
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What is NAP (Name, Address, Phone)?
NAP stands for Name, Address, and Phone number — the three core business identity data points that appear across a business's online listings, citations, and website. NAP consistency refers to the practice of ensuring that this information is identical across every platform where the business is listed, from the website footer to Google Business Profile to local directory sites like Yelp and Yellow Pages.
Inconsistent NAP data — such as varying abbreviations of a street name, different phone number formats, or outdated addresses — can confuse search engines about which entity a listing refers to and may dilute the local authority signals associated with the business. Search engines aggregate NAP data from many sources to verify a business's legitimacy and location.
Why it matters for SEO
NAP consistency is a foundational local SEO requirement. Google cross-references business information across multiple data sources to confirm that a business is legitimate and accurately located. Inconsistencies send conflicting signals, which can suppress local pack rankings. Auditing and correcting NAP data across all major citations is one of the first steps in any local SEO campaign.
Example
A dental practice is listed as "Smile Dental, 12 High St, 0113 496 0000" on its website but "Smile Dental Clinic, 12 High Street Unit 2, +44 113 496 0001" on an old directory. The phone number differs and the name varies. Updating every listing to the same name, address and number removes the conflicting signal.
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