If you’ve been looking into local SEO, chances are you’ve come across the acronym NAP.
But what exactly is NAP – and why does it matter so much for businesses trying to rank on Google?
In this post, we’ll break down:
- What NAP stands for
- Why NAP consistency is crucial for local SEO
- Where NAP information appears online
- How to fix NAP issues and boost your rankings
Whether you run a dental practice, a law firm, or a multi-location retail brand, getting your NAP right is one of the easiest and most overlooked ways to improve your visibility in local search results.
What Does NAP Mean?
NAP stands for Name, Address, and Phone Number, the basic contact details of your business. These three pieces of information form the foundation of your local business identity online.
When your NAP is consistent across the internet, it helps:
- Search engines trust your business is legitimate
- Customers contact or visit the right location
- Your listing rank higher in Google’s Local Pack and Maps results
Simple, right? But here’s the issue: inconsistency is common, especially for businesses that have moved, rebranded, or use multiple directory services.
Why NAP Consistency Matters for SEO
Google and other search engines crawl hundreds of sources – from business directories and social media platforms to review sites and data aggregators. When they find matching, consistent information, it strengthens your business’s credibility.
When your NAP is inconsistent, it creates confusion and raises red flags.
Here’s why NAP consistency is so important:
- Improves Local Search Rankings
Google prioritises accurate and trustworthy business data. NAP consistency helps reinforce your location data, giving you a better shot at appearing in local searches. - Reduces Customer Confusion
Wrong phone number? Old address? That can lose you business instantly. Consistency keeps customers on the right track. - Supports Voice Search and Map Accuracy
Increasingly, people ask Siri, Alexa or Google Assistant to find businesses near them. These tools rely on accurate NAP data to give relevant results.
Where Your NAP Should Be Listed
You’ll want your NAP to be visible and consistent across:
- Your website (especially footer and contact page)
- Google Business Profile (GBP)
- Facebook Business Page
- Key directories like Yell, Yelp, Bing Places, Apple Maps, and Thomson Local
- Industry-specific directories (e.g., Checkatrade, Rated People, TripAdvisor)
- Local business listings and Chamber of Commerce sites
Don’t forget: NAP includes formatting. Even small differences like using “Street” vs “St.” can confuse search engines if not consistent across platforms.
How to Check and Fix Your NAP
Step 1: Search for your business name + postcode
Make a list of every site where your business appears.
Step 2: Check for inconsistencies
Are there outdated phone numbers? Old addresses? Misspellings?
Step 3: Claim and update listings
Where possible, claim the listing and correct the NAP. Prioritise your Google Business Profile, Facebook, and the top industry directories first.
Step 4: Use a tracking sheet
Keep a spreadsheet of where your NAP appears, when it was last updated, and login info for future access.
Optional: Use tools like Moz Local, BrightLocal or Yext to track and manage your citations at scale.
Final Thoughts
NAP may seem basic, but it’s foundational for local SEO. It’s one of the first things search engines look at when deciding whether your business is trustworthy – and one of the easiest things to fix.
If you’re serious about ranking in your local area, start by checking your Name, Address and Phone Number across the web. Consistency builds trust – with search engines and with customers.
Need help managing your NAP and local SEO?
