NAP (Name, Address, Phone)

NAP stands for Name, Address, and Phone number—key business details that must remain consistent across all online listings and directories.

What Is NAP in SEO?

NAP refers to a business’s Name, Address, and Phone number, which are critical elements in local SEO. These details appear across business listings, directories, local citations, websites, and social media profiles.

Search engines like Google use NAP consistency as a trust signal to verify the legitimacy and location of a business. Inconsistencies in NAP can harm local rankings and confuse both users and search engines.

Why NAP Consistency Matters:

• Boosts local map pack rankings
• Improves trust and authority for local businesses
• Helps Google correctly associate your website with local intent
• Reduces confusion for users looking for contact or location info

Where to Display NAP:

• Your website’s footer or contact page
• Google Business Profile (formerly Google My Business)
• Online directories like Yelp, Bing Places, Yellow Pages
• Social media profiles (Facebook, LinkedIn, Instagram)
• Local citations (industry-specific or regional business sites)

Best Practices for NAP Optimization:

1. Use the exact same format (e.g., “St.” vs. “Street”) across all platforms
2. Ensure Google Business Profile NAP matches your website
3. Update immediately if you relocate or change your business number
4. Use schema markup (LocalBusiness or Organization) to highlight NAP for search engines
5. Avoid duplicates and incorrect listings across directories