NAP (Name, Address, Phone)

The consistent representation of a business's name, address, and phone number across the web, critical for local SEO.

NAP consistency is a foundational local SEO signal. When your business name, address, and phone number appear consistently across your website, Google Business Profile, and local directories (Yelp, Bing Places, Apple Maps, industry directories), Google has high confidence in your business's legitimacy and location. Inconsistencies — different phone numbers, abbreviated vs. full street addresses, varied business name spelling — weaken local ranking signals.

NAP appears on your site (contact page, footer), GBP, and external citations. Citations are mentions of your NAP on third-party sites. High-quality citations from authoritative directories (Yelp, BBB, Foursquare, industry-specific directories) strengthen your local authority. Services like BrightLocal and Whitespark help find and fix NAP inconsistencies and build new citations.

For LocalBusiness schema markup: include your business name, address (@type: PostalAddress with all sub-fields), and telephone in JSON-LD. The name in the schema should exactly match your Google Business Profile name. Any inconsistency between schema and GBP can confuse Google's entity recognition.