NAP (Name, Address, Phone)
The consistent business information — name, address, and phone number — used across all online directories for local SEO.
Full definition
NAP consistency is a foundational element of local SEO. Search engines cross-reference a business's name, address, and phone number across local citations (Yelp, TripAdvisor, Yellow Pages, industry directories) to verify legitimacy and establish trust. Inconsistencies — different phone numbers, abbreviated vs. full street names, outdated addresses — create confusion and can suppress local rankings. Conducting a NAP audit involves checking all major citation sources and correcting discrepancies. Tools like BrightLocal, Moz Local, and Whitespark help manage citations at scale. NAP information should also appear on-page and be marked up with LocalBusiness schema for maximum clarity.
Real-world example
A chain of dental clinics discovers 38 listings with outdated phone numbers from a previous rebrand. Correcting all citations causes local pack visibility to increase 55% over 90 days.
Related terms
Optimisation strategies that help businesses appear in local search results and Google Maps for nearby queries.
Read definitionA free Google tool that lets businesses manage how they appear in Google Search and Maps, including reviews, hours, and photos.
Read definitionStructured data code added to a webpage to help search engines understand content context and display rich snippets.
Read definitionEnhanced search result listings that display additional information — star ratings, FAQs, prices — pulled from structured data markup.
Read definitionReady to apply this to your business?
Build a custom digital marketing proposal in 60 seconds. We scope the right strategy for your market, industry, and growth goals.
Build my proposal