You’re in the right place if you’ve been scratching your head about NAP and its importance for Google and SEO.
What is NAP?
Let’s clarify what NAP means. NAP stands for Name, Address, and Phone number. It’s the basic contact information for your business that you see all over the internet.
Why Google Cares About NAP
Back in 2015, we started working with Robertson Hayles Lawyers in Perth. They struggled to get noticed online, barely scraping onto the first page for their key search terms. One of the first things we tackled was their NAP consistency.
You can see how we helped Robertson Hayles Lawyers improve their online presence in our case study here
When your NAP is consistent across the web, it signals to Google that your business is legitimate and trustworthy.
Builds Trust and Credibility
Think about it from a user’s perspective. Would you fully trust them if you’re looking for a local business and you see conflicting information about their location or phone number?
Google feels the same way.
Consistent NAP information builds trust not just with potential customers but with search engines too.
Improves Local SEO
Here’s where it gets really interesting. NAP is a cornerstone of local SEO. When your NAP is consistent, it helps Google understand where your business is located and what areas you serve. This is crucial for showing up in local search results and Google Maps.
I remember working with Brilliance Carpet Cleaning in Perth. When we first started, they were practically invisible in local searches. By ensuring their NAP was consistent across all platforms, we saw their rankings skyrocket. They went from being buried on page 10 to ranking in the top 4 for key terms like “Carpet Cleaner Perth”.
Check out the complete case study on how we helped Brilliance Carpet Cleaning improve their local SEO.
Enhances User Experience
Let’s face it, nobody likes playing detective just to find a business’s correct phone number or address. Consistent NAP information makes life easier for your potential customers. And when users are happy, Google is happy.
The Ripple Effect of Consistent NAP
Now, here’s where things get really interesting. Consistent NAP doesn’t just affect your Google My Business listing or your website. It has a ripple effect across the entire web. Let me break it down for you:
Citations and Directories
Your NAP information often appears in online directories, review sites, and social media platforms. These are called citations. The more consistent these citations are, the stronger the signal to Google that your business is legit.
We have worked with many clients who had moved offices but forgotten to update their addresses on directories. Rankings generally always improve once they are sorted out.
Review Sites
Review sites like Yelp, Trustpilot or TripAdvisor often display your NAP information. Consistency here is crucial not just for SEO but for customer trust. You don’t want potential customers reading reviews and – then finding outdated contact information.
Social Media Profiles
Your social media profiles are another critical place where your NAP should be consistent. These profiles often rank well in search results (especially your LinkedIn profile), so having consistent information here helps reinforce your online presence.
The Nitty-Gritty: How to Nail Your NAP
This is how to get your NAP right.
- Choose a Format and Stick to It
Decide on a format for your NAP and use it consistently everywhere. This includes things like:
- Using “St.” vs “Street”
- Including or excluding suite numbers
- Using parentheses in phone numbers or not
For example, you might choose:
SEO Perth Experts
183 West Coast Hwy, Scarborough Perth, WA 6019
(08) 6102 5800
Stick to this format everywhere your NAP appears.
- Audit Your Online Presence
Go through all the places on the internet where your business is listed. Check your NAP information. This includes:
- Your website
- Google My Business listing
- Social media profiles
- Online directories
- Review sites
This can easily be done by searching on Google for your (old and/or current phone number using inverted commas)
ie: “(08) 6102 5800”
This will then show you everywhere that your phone number is listed.
Make a list of any inconsistencies you find.
- Update and Correct
Once you spot any mismatches in your Name, Address, and Phone Number (NAP) details, the next step is to fix them. This could mean:
- Making updates on your website
- Editing your Google Business Profile
- Reaching out to directories to correct your information
It might take some time, but trust me—it pays off.
- Keep Things in Check
Maintaining accurate NAP details isn’t something you can do once and then forget about completely.
Keep track of your listings, set up Google Alerts for your business name, and systematically review for any errors which may appear.
Real-World Success: How NAP Consistency Drives Results
We made a collaboration with the Seasons Bali rehabilitation center in Indonesia in 2023. Whenever we took a first look at their online presence, we found inconsistent NAP details sprinkled everywhere across multiple platforms.
It was hard for them to have good rankings in local search engine results pages (SERPs) for this reason.
To fix this, we put together a detailed plan that involved:
- Auditing all their online listings
- Fixing incorrect NAP details on various directories
- Updating their Google Business Profile
- Ensuring their website displayed consistent NAP details
The outcome? A huge boost in online visibility:
- A 182% jump in organic traffic
- A climb from position #6 to #2 for the search term “Drug Rehab Bali”
- First-page rankings for 92% of their key search terms
You can read more about how we helped Seasons Bali in our SEO case study.
Unexpected Benefits of Keeping Your NAP Consistent
You know full well how big a deal Google makes of NAP details, but a lot of people miss out on what extra advantages they also bring:
Improved Engagement Metrics (CTR)
The more up-to-date your NAP details are, the more correctly business information is displayed. This frequently produces rich search result snippets and brings more people to your website.
Enhanced Brand Recall
As soon as your NAP details are identical on all platforms, individuals become familiar with the brand name. It sets off a smooth and reliable online presence.
Staying Ahead of the Competition
Many businesses overlook this aspect of local SEO. By keeping your NAP in order, you’re already setting yourself apart.
Common NAP Mistakes to Avoid
We’ve seen businesses make these common slip-ups over the years. Here’s what to watch out for:
- Inconsistent Formatting
Using “Street” in one place and “St.” in another might seem small, but search engines see it as a difference. Be consistent with how you write out your NAP details.
- Old Information
If you move locations or change phone numbers, update your NAP everywhere—don’t forget older listings on platforms you rarely use.
- Using Multiple Phone Numbers
Some businesses use different numbers for tracking, but this can confuse search engines. Stick to a single phone number for NAP consistency.
- Different Business Names
If your legal name is “Smith & Sons Plumbing LLC” but you operate as “Smith’s Plumbing,” choose one version and use it consistently across all platforms.
Voice Search & The Future of Local SEO
With more people using voice assistants, having consistent NAP details is more important than ever. If someone asks, “What’s the phone number for the best SEO company in Perth?” you want to be sure your business comes up with the right details.
Since voice search pulls data from existing business listings, keeping everything updated ensures your business is easy to find.
Why Business Citations Matter
Citations are where your NAP is referred to by another website. Think of them as a kind of box file on the net people are able to trace back and read up on you for. They help search engines recognize your business all over the web.
Quality Over Quantity
In the past, businesses tried to get listed on as many directories as possible. Today, it’s about securing placements on high-quality, relevant sites. A handful of strong citations will benefit your business more than dozens of low-value listings.
Industry-Specific Listings
Don’t just focus on general directories. If you’re a lawyer, get listed on legal websites. If you run a restaurant, be on food review sites. These specialized listings give your local SEO an extra push.
Keeping Your Google Business Profile Updated
If your NAP details are wrong at this important location, you’ll be sure to put people off. They’ll even see your Google Business Profile before they see one of your websites.
Verifying Your Profile
Google often requires address verification by sending a postcard with a code. This step confirms that your NAP details are correct.
Ongoing Upkeep
Don’t set up your profile and forget about it. Keep it fresh by:
- Updating business hours for holidays
- Adding new photos
- Responding to reviews
- Using Google Posts to share updates
These actions signal to Google that your business is active and trustworthy.
Managing NAP Consistency for International Companies
If your business operates in multiple countries, keeping consistent NAP details can be tricky. Here are some best practices:
Align with Common Norms
Phone numbers and addresses should match the local format. In Australia, a phone number might be (08) 6102 5800, while in the US, it would be (555) 6102-5800.
Separate Listings for Different Locations
If you have offices in different countries, create individual Google Business listings for each one, ensuring the NAP details are accurate for each location.
Handling Multiple Languages
If your business caters to different language groups, make sure your NAP details are consistent across all language versions.
What Our Clients Say;
“Since we started with Peter we have seen wonderful results for our SEO ranking and our website. He is honest, quick and has achieved things no other company had. We would highly recommend him! (Dental O So Gentle)”
Daniella Posner
Dental O So Gentle
Perth, Western Australia
How to Measure the Impact of NAP Consistency
Wondering if your efforts are making a difference? Here’s how to track progress:
- Local Search Rankings – Keep tabs on where you rank for local search terms and watch for improvements.
- Google Business Insights – Track how often your listing appears and how people interact with it.
- Monitor Site Engagement – Utilize Google Analytics to assess local search activity driving traffic to your website.
- Phone Calls & Directions Requests – Google tracks how many people call your business or request directions through your listing—both great indicators of success.
Conclusion: Why This Matters
Let’s review:
- Consistent NAPs develop trust between search engines as well as with consumers.
- This is necessary if you want to compete in today’s search engine rankings.
- Landing higher than the competition is just a click away from local Web surfers being able to locate a store close by and easily conduct business with it in person.
- With a strong online presence, ease of access to your services takes care of itself.
- And now that customers are increasingly using voice search, maintaining accuracy in your NAP information is just as important
- Google Business Profile performance relates clearly back to whether the NAP details are right or wrong.
This is not something that can (or should) be done in one setting. Regular attention is the key to making things happen, but it’s worth all that work. We have already helped businesses simply by fixing differences in their information—such as NAP. Now, that is a powerful business lesson. Own a local business and struggle with NAP? Give SEO Perth Experts a shot.
In Perth and beyond, we’ve helped countless businesses increase their local SEO rankings—we’d be happy to do the same for you in return. When you’re doing local SEO, having an accurate NAP is not just another chore. It’s critical to your overall visibility and attracting more customers. You won’t believe what a difference the right information can make!
