NAP stands for Name, Address, Phone. It refers to the three core pieces of business information that should be consistent everywhere your business is mentioned online.
In local SEO, NAP consistency is a foundational ranking signal. Google cross-references the information on your Google Business Profile with the information it finds about your business on other websites, directories, and data sources. When your name, address, and phone number match consistently across sources, Google has higher confidence that the information is accurate. When they differ, even in small ways, it creates conflicting signals that can suppress your local ranking.
Common NAP inconsistencies include the business name being listed differently on different sites (for example, “Sharma Tiles” versus “Sharma Tiles & Sanitaryware”), the address using different formats (“MG Road” versus “M.G. Road”), and phone numbers using different formats (“9876543210” versus “+91 9876 543210”).
For multi-location brands, NAP consistency is particularly important because each location has its own set of citations across multiple directories. Managing NAP consistency across 100 locations, each with citations on dozens of directories, requires a systematic approach rather than manual correction.
See how Locus Intelligence manages this across your dealer network in 30 days.