Question
What is NAP in local SEO?
Reach · AttractShort answer 47 words
NAP stands for name, address and phone number, the three details that identify a local business. NAP consistency means those details match exactly across your Google Business Profile, website and every listing. Mismatches create doubt about which details are right, which can hold back your local visibility.
The fuller answer
Why does NAP consistency matter? Search engines and AI assistants cross-check your details across many sources to decide what is true. When the sources agree, they can show your information with confidence. When they disagree, you risk wrong details shown to customers, duplicate listings, or a profile that is harder to trust. Google's own guidance stresses accurate, complete information ([Google](https://support.google.com/business/answer/7091)).
What do NAP mismatches look like? Most are small: - "Street" vs "St." or "Suite 4" vs "#4" - An old phone number on a directory - A tracking number on one site and the main line on another - A trade name vs the legal name - A moved location with the old address still live Pick one format for every location and use it everywhere. The only deliberate exception is a tracked phone number, which you should handle as a secondary number on the profile.
How do you fix NAP inconsistencies? - Write down the one correct name, address and phone for the location. - Find the differences with the free [location consistency checker](/tools/location-consistency-checker/). - Fix your Google Business Profile and website first. - Fix the big directories next, then the small ones; the [local citations](/guides/local-citations/) guide lists the order. - Merge or remove duplicates ([duplicate listing finder](/tools/find-duplicate-google-listings/)). - Recheck monthly, or let a [listings management](/guides/listings-management/) tool watch it.
Does NAP still matter for ranking? It is a trust and accuracy signal, not a lever you can pull for a jump. Fix mismatches because wrong details cost you customers, not because consistency alone will lift you. For the signals that do move rank, see [local SEO ranking factors](/guides/local-seo-ranking-factors/). See also [NAP consistency](/glossary/nap-consistency/).
What about multiple locations? Each location needs its own NAP and its own page. The risk is variants that creep in across hundreds of listings, which is why brands use one source of truth. See [listings management for multi-location brands](/guides/listings-management-for-multi-location-brands/).
| Field | Version A | Version B | Fix |
|---|---|---|---|
| Name | Acme Dental | Acme Dental Clinic LLC | Use the public trading name |
| Address | 12 Main Street, Suite 4 | 12 Main St #4 | Use one format |
| Phone | (555) 010-2000 | 555.010.2000 | Use one format |
An invented example.
- 01WriteOne correct NAP
- 02CompareFind differences
- 03FixProfile and site first
- 04CleanDirectories, duplicates
- 05MonitorMonthly
Mistakes to avoid
- Updating only the website
Instead: Update the profile and listings too.
- Leaving the old address live after a move
Instead: Mark the old listing closed or remove it.
- Using a different name per site
Instead: Use one public name.
Compare name, address and phone with your website.
Your next steps
Today
- Write the correct NAP for each location.
This week
- Run the consistency checker.
This month
- Clean the top 20 listings.
Reach by Locus IntelligenceReach keeps every location accurate and answers its reviews, per location, with approval before anything posts. Free for one location, no card.
Frequently asked questions
What does NAP stand for?
Name, address and phone number.
Does NAP include a website?
Often called NAP+W: add the website URL and keep it the same.
Does NAP consistency still matter?
Yes, as an accuracy and trust signal, though it is not a lever for fast rank.
How do I check my NAP?
Use the free location consistency checker, then review the main directories by hand.
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Guide · Reach · 12 minLocal SEO auditRank grid, listing consistency, reviews and your site's local signals.
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Guide · Reach · 10 minNever miss another customer.
Start with a free audit. See what each location is losing, and where.
Profile score, Maps rank against the top 3, and the fixes that matter most.
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