Local SEO GuideNAP & Citations
What is NAP?
Understanding Name, Address, and Phone Number in local SEO
NAP stands for Name, Address, and Phone Number—the three core pieces of business information that appear across the web.
NAP Components
Name
Your official business name exactly as it appears on:
- Legal documents
- Storefront signage
- Google Business Profile
Address
Your complete physical address:
- Street address
- Suite/unit number
- City, State, ZIP code
Phone Number
Your primary contact number:
- Local area code preferred
- Consistent format everywhere
Why NAP Matters
Search Engine Understanding
Google cross-references your NAP across sources to:
- Verify your business exists
- Confirm location accuracy
- Build confidence in your data
Customer Trust
Consistent information:
- Builds credibility
- Reduces confusion
- Ensures customers can find you
Ranking Impact
NAP consistency affects:
- Local Pack rankings
- Map accuracy
- Citation value
Where NAP Appears
Your Properties
- Website
- Google Business Profile
- Social media profiles
- Email signatures
Third-Party Sites
- Business directories (Yelp, Yellow Pages)
- Industry directories
- Data aggregators
- Review sites
Unstructured Mentions
- News articles
- Blog posts
- Press releases
NAP Format Standards
Business Name
Use your exact legal/trading name:
- Joe's Plumbing Inc.
- Joe's Plumbing - Best Plumber in Town
Address Format
Use consistent formatting:
- 123 Main Street, Suite 100
- 123 Main St Ste 100
Choose one format and use it everywhere.
Phone Format
Pick one format:
- (555) 123-4567
- 555-123-4567
- 555.123.4567
Use the same format across all listings.
NAP+ Extended Information
Beyond basic NAP, consistency also matters for:
- Website URL
- Business hours
- Business categories
- Business description
Common NAP Issues
Variations
- "Street" vs "St"
- "Avenue" vs "Ave"
- Different phone formats
Outdated Information
- Old addresses after moving
- Old phone numbers
- Closed locations
Inconsistent Names
- Using abbreviations sometimes
- Including/excluding "Inc." or "LLC"
- Different DBA names
Key Takeaways
- NAP = Name, Address, Phone
- Consistency across all platforms is critical
- Small variations can cause problems
- Choose one format and stick to it
- Regularly audit for inconsistencies