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What Is NAP (Name, Address, Phone)?
Local SEO
Updated 18 September 2026
Quick Answer
NAP (Name, Address, Phone) refers to a business's core identifying details, which must be listed identically across a website, Google Business Profile, and directories for local search to trust and rank the business consistently.
NAP vs. Google Business Profile — What's the Difference?
| NAP | Google Business Profile | |
|---|---|---|
| What it is | The core data itself, that must be consistent | One specific place that data needs to appear correctly |
Why It Matters
- Inconsistent details across different listings (e.g. 'St' vs 'Street', different phone formats) confuse search engines about which business is the real one, undermining local rankings.
- It's also increasingly a signal AI tools use to confirm a business's identity and trustworthiness.
How It Works
- Business name, address, and phone number are established as a single, exact format.
- That exact format is used identically across the website, Google Business Profile, and every directory listing.
- Any variation is corrected to match, restoring consistency.
Key Takeaways
- NAP consistency means identical business details across every platform.
- Inconsistencies undermine both traditional local SEO and AI-driven search trust.
- Small formatting differences (abbreviations, phone format) count as inconsistencies too.
Frequently Asked Questions
What counts as an inconsistency in NAP?
Small differences matter — 'Street' vs 'St', a missing suite number, or a different phone number format can all count as inconsistent.
How do I check my NAP consistency?
Search your business name and compare how it appears across your website, Google Business Profile, and any directories you're listed on.
Does NAP consistency matter for AI search too?
Yes — it's one of the core signals AI tools use alongside GBP and reviews to confirm and describe a business correctly.