What is NAP in Local SEO?

In local SEO, NAP stands for name, address, and phone number. When a website URL is included, it's referred to as NAP+W.

Your NAP appears in local business listings and citations online, whether you manage them or not. It is included everywhere, from your website to your Google Business Profile and social profiles to business directories or citations on blogs or news websites. Each listing sends signals to Google about your business's legitimacy and location. Google values accurate information so its users, and your potential customers, have the best possible experience.

The accuracy of your NAP across business listings is essential for local SEO success. When search engines encounter inconsistencies in this information, they may interpret them as separate businesses, potentially diluting your local search visibility. Additionally, Google itself has stated that it uses directories and listings to measure prominence, a key factor in its local algorithm. Maintaining accurate and consistent NAP information ensures that all your listings and citations work together to strengthen your local search rankings.

Accuracy is more critically important than consistency these days. Google (and humans) understand, for the most part, that St and Street are the same or Fifth and Fifth are the same. Accuracy is the key, and consistency is important, but use your common sense—it's okay if the formatting is a bit different as long as the information is correct.

This is, in part, because directories and aggregators all process and publish info differently. Some spell everything out; some accept what you input exactly, and some abbreviate. And some don't even show line 2 of the address.

When your NAP is correct and consistent, more local customers can find and contact your business. Alternatively, your customers could locate the wrong information and have a bad experience that they can share with friends, family, and online. In fact, in a consumer survey, we found that 52% of people will leave a negative review after finding false or incorrect online information on assets like local business listings.

• Website fundamentals: Your NAP needs to be complete and accurate on your site — in text format, not stored in images.
• Google Business Profile: Claim and optimize your GBP listing. This is your local SEO foundation.
• Audit like a pro: Use Google search operators to hunt down inconsistent listings.
• Directory domination: Systematically correct your information across key business directories.
• Future-proof your NAP: Keep a list of all your citations for quick updates when needed.

NAP consistency isn't just about keeping Google happy—it's about making sure your customers can find you. Get it right, and you'll set yourself up for local SEO success.

You can also streamline this process using listing management software. These platforms help to update and maintain your local listings across multiple directories from a single login.

You're not alone if you've run into NAP headaches. Inconsistent NAP information, especially across major search engines and primary aggregators, undermines your local SEO efforts. When Google finds conflicting business details, it loses confidence in displaying your information to searchers, potentially hurting your rankings and making it harder for customers to find you.
Let's look at the most common scenarios and their fixes:

The "suite" situation

The problem: Your business is at "123 Main St, Suite 4B" but some listings show just "123 Main St" while others show "Ste. 4B" or "Suite 4B" 
The fix: Pick the format from your Google Business Profile and stick to it everywhere. Pro tip: using the shorter version ("123 Main St") often works better unless the suite number is crucial for deliveries.
 

The phone number puzzle

The problem: Your business has multiple numbers (toll-free, local, department-specific) scattered across the web. 
The fix: Choose your primary local number as your NAP standard. Keep other numbers on your contact page, but use your main local number for all citations.

A rebrand gone wrong

The problem: Your "Bob's Plumbing" is now "Bob's Plumbing & Heating" but old citations linger. 

The fix:

1. Update Your Website:
   1. Update the address on all relevant pages.
   2. Update schema markup with the new address.
2. Start with a Google Business Profile update:
   1. Change the address in Google My Business.
   2. Complete any required verification.
3. Update Citations:
   1. Start with major citation sites.
   2. Ensure consistency across all platforms.
4. Monitor Impact:
   1. Use Google Analytics and Search Console to track changes.
   2. Check for and correct any discrepancies.
5. Use a service like Moz Local for automatic listing management and bulk updates.

Pro tip: We recommend starting with your website because Google, and other directories, often use your website to verify your location data.
 

Getting your NAP right isn't just another SEO task — it's the cornerstone of your local search presence. While it might seem simple, those three elements (name, address, phone number) can dramatically impact how easily customers find your business online. Start with your Google Business Profile, maintain consistency across all platforms, and regularly audit your citations. Remember: every accurate NAP citation is a step toward better local visibility and more customers walking through your door.

Written by Jo Cameron, edited by Meghan Pahinui.