Keeping your business name, address and phone number exactly the same across your Business Profile, website and other listings, so people and search engines are sure they all refer to the same business.
Example
Meera's old JustDial-style listing still shows her previous phone number and 'Meera Fashions' instead of 'Meera's'. She corrects it to match her Google profile.
How you'll hear it
“Our NAP is a mess: three phone numbers and two spellings of the shop name online.”
Don't confuse it with
- Citations (local): the listings and mentions themselves. NAP consistency is whether they agree.
In India: Indian addresses are written in many formats (landmarks, 'opp.', 'near'). Pick one form of your address and use it everywhere.
Related terms
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Sources
- What is a local citation?, Moz, 2024
- Local SEO, Moz