NAP
Name, address and phone number. Keeping them consistent supports local trust.
What NAP means for local firms
NAP stands for name, address and phone number, the core details that identify a local business. In local SEO, "NAP consistency" means those details match across your website, Google Business Profile, directories, social profiles and anywhere else your business is listed.
A local example
A dental practice moved round the corner three years ago. Its website is correct, but an old directory listing, a health directory and a map app still show the previous address. New patients keep turning up at the wrong door. Updating the listings one by one fixes the problem for patients and cleans up the signals.
How to check yours
Search for your business name together with your old address or old phone number. Every result showing outdated details is a listing to update or remove. Also check the format: if your profile says "Unit 4, Mill Lane" and your website says "4 Mill Lane", that's minor, but the business name and phone number should match exactly.
Local mistakes to avoid
- Using different tracking phone numbers on every listing without a plan.
- Leaving old addresses live after a move.
- Using slightly different business names in different places.
- Spending money on mass directory submissions instead of fixing the important listings first.
Why it brings local enquiries
Consistent details help customers reach you and help search engines feel confident they're dealing with one real business. Inconsistencies creep in when a business moves, changes phone number or rebrands, and old listings keep showing the wrong information to people trying to find you.
It's also about customers rather than algorithms. A wrong number on a directory listing means missed calls, and an old address means confused visitors, regardless of any effect on rankings.
Other local search terms
- Citation: A mention of your business NAP on another site or directory.
- Local SEO: Optimising to appear in local pack and localised organic results.
- Google Business Profile: Google's free business listing used in Maps and local pack results.
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