What is NAP?

NAP stands for Name, Address, and Phone number—the critical business information that must remain consistent across all online listings and citations for local SEO success.

Ecommerce SEO Glossary > General SEO > NAP

What You Need to Know about NAP

Consistency Across Platforms

Identical NAP formatting on your website, Google Business Profile, directories, and citations prevents confusion and ranking issues.

Local Ranking Factor

Google uses NAP consistency to verify business legitimacy and determine local search rankings and map pack placement.

Citation Building Foundation

Accurate NAP information enables effective citation building across directories, strengthening local search authority and visibility.

Trust Signal Establishment

Consistent NAP across platforms builds search engine confidence in your business legitimacy and location accuracy.

Schema Markup Integration

Include NAP data in LocalBusiness schema markup to help search engines understand and display business information correctly.

Audit and Correction Process

Regularly check NAP accuracy across all platforms and fix inconsistencies that could harm local rankings.

Frequently Asked Questions about NAP

1. How exact does NAP consistency need to be?

Extremely exact—even minor differences like “St.” versus “Street” or spacing variations can cause ranking problems.

2. Where should NAP information appear on my website?

Display NAP prominently in your footer, contact page, and location pages; include it in schema markup.

3. What happens if my business moves locations?

Update NAP across all platforms immediately and maintain old location redirects to preserve citation value temporarily.

4. Do online-only businesses need NAP?

Service area businesses should still maintain consistent NAP using a registered business address, even without storefronts.

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Related Terms

Website Structure

Website structure is how pages are organized and connected. Search engines use it to crawl and understand your site, while users rely on it for navigation.

Website Structure

Universal Search

Universal search blends specialized results (images, videos, news, maps) into standard search pages, creating diverse SERP layouts that expand visibility opportunities.

Universal Search

Entities

Entities are distinct concepts search engines recognize and understand independent of keywords, enabling semantic understanding.

Entities

Taxonomy SEO

Organizing site content into hierarchical categories that help search engines understand structure and improve crawlability and rankings.

Taxonomy SEO

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