NAP stands for name, address and phone number. Search engines compare these details across the web to decide whether they are looking at one trustworthy business or several confusing ones.
Why it matters
If your business is “Smith Plumbing” on Google, “Smith Plumbing & Heating LLC” on a directory and has an old phone number on another, search engines are less sure which is correct. That uncertainty can hold back your map ranking, and it sends customers to dead numbers.
Where your details appear
- Your website, especially the footer and contact page.
- Your Google Business Profile.
- Other major platforms and maps.
- Review and directory sites.
- Social media profiles.
- Industry and trade directories.
How to audit it
Search for your business name, your phone number and any old addresses. List every place your details appear and note the differences.
What to standardize
- One exact business name.
- One address format, including suite numbers.
- One primary phone number.
- The same website address.
- The same opening hours.
Fix the biggest sources first
Start with your website and your Google profile, then the major platforms and data providers that feed many smaller directories. Work down the list from there.
After a move or rebrand
This is when problems start. Update every listing as soon as you change your name, address or number, and check again a few months later for old details that have reappeared.
Keep it tidy
Review your listings twice a year. It is unglamorous work, and it is one of the foundations of local search.