What is NAP (Name, Address, Phone)?

NAP stands for Name, Address, and Phone number. It’s a critical element in local SEO, ensuring that your business information is consistent across various online platforms. This consistency helps search engines verify your business’s legitimacy, improving your visibility in local search results. The primary benefit? More customers finding you online when they search for services you offer.

How Does NAP Work?

Your NAP details should be identical across your website, Google My Business, directories, and social media. When search engines see consistent NAP information, they trust your business more, which can enhance your local search rankings. Use tools like Moz Local or BrightLocal to check your NAP consistency.

Why NAP Matters for SEO

Simply put, consistent NAP information strengthens your site’s local SEO. It helps search engines confirm your business’s legitimacy and relevance to local searches. According to Moz’s 2025 Local Search Ranking Factors, inconsistent NAP data is one of the top negative ranking factors.

Common Use Cases / When to Use NAP

Any business with a physical location should use consistent NAP. It’s especially important for local restaurants, retail stores, and service providers. When listing your business on directories like Yelp or TripAdvisor, ensure your NAP matches your website.

Best Practices for NAP

Here’s the thing: Consistency is key. Use the same format for your NAP across all platforms. For example, if your address includes ‘St.’ on your website, don’t write ‘Street’ elsewhere. Regularly audit your NAP with tools like Yext to catch errors or changes.

Common Mistakes to Avoid

  • Using different phone numbers on various platforms.
  • Not updating NAP after a move or phone change.
  • Ignoring discrepancies between your website and listings.

Frequently Asked Questions

Why is NAP consistency important?

NAP consistency helps search engines trust your business, improving local search performance. Inconsistent NAP can confuse search engines and customers.

How can I check my NAP consistency?

Use tools like Moz Local or BrightLocal to scan your online presence for NAP consistency and make necessary corrections.

What should I do if my business moves?

Update your NAP information across all platforms immediately to maintain consistency and avoid confusing search engines and customers.

Does NAP affect my Google My Business ranking?

Yes, inconsistent NAP details can negatively impact your Google My Business ranking, reducing your visibility in local search results.

Key Takeaways

  • Consistent NAP boosts local SEO.
  • Use tools like Moz Local for regular audits.
  • Correct discrepancies promptly to maintain search engine trust.