Definition
NAP is a business's name, address and phone number, which should be identical everywhere online so search engines can trust your local details.
NAP explained
Search engines and customers see your business details in many places: your website, Google Business Profile, Apple Maps, Bing Places, directories, social profiles and industry listings. When those details differ, such as an old address, a different phone number or a variation of the name, it creates doubt about which is correct.
Common NAP problems include:
- Old addresses left online after an office move.
- Call-tracking numbers used in some listings but not others.
- Name variations, for example with and without “Ltd” or a location suffix.
- Duplicate listings for the same business.
The fix is to decide on one canonical version of your details, update your website, profile and main directories to match exactly, and remove or merge duplicates. Add the details to your site's contact page and Organization or LocalBusiness structured data, so they can be read consistently.
Example
Your dental practice moved two years ago, but several directories still list the old address and a disconnected number. Updating every listing to match the details on your website and Google Business Profile removes the conflicting signals.
Why it matters
Consistent details help search engines connect every mention of your business to one entity, which supports local rankings and accurate AI answers.
Related service
Local SEO
Google Business Profile, local pack and location-page work for businesses that serve customers nearby.
Local SEO servicesPublished by Vidern, founded and led by Malhar Shah. Updated .
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Related terms
- Google Business ProfileA Google Business Profile is a free listing that shows a business's details, location, hours, photos and reviews in Google Search and Maps.
- Local citationA local citation is any online mention of a business's name, address and phone number, such as a directory listing, map app or industry association page.
- EntityAn entity is a distinct, well-defined thing, such as a company, person, product or place, that search engines and AI models recognize and connect to facts.
- Schema markupSchema markup is structured data using the schema.org vocabulary that describes a page's content, such as a product, article or business, for machines.