NAP (Name, Address, Phone)(NAP)
Business name, address, and phone number — must be consistent across all online listings.
NAP refers to a business's Name, Address, and Phone number. Consistency of NAP across every online directory, citation, and listing is foundational to local SEO. Inconsistent NAP (different phone numbers, address abbreviations, or business name variations) confuses Google and weakens local ranking signals.
NAP audits typically reveal dozens of variations across yellow pages directories, social profiles, industry-specific listings, and review sites. Cleanup tools (Yext, BrightLocal, Moz Local) can automate corrections at scale.
A plumber's GBP shows '123 Main St'; their Yelp shows '123 Main Street, Suite B'; their Yellow Pages shows '123 Main St #B'. To Google, these may register as three different locations, weakening local authority.
Related terms
Optimization focused on ranking in local search results (Google Maps, Local Pack, local organic).
Free Google business listing that appears in Maps and Local Pack results.
An online mention of a business's name, address, and phone (NAP), with or without a backlink.
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