Name, address and phone number
NAP · A business's name, address and phone number appearing in exactly the same form across its website, Business Profile, directories and social media.
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Why it matters
Search engines and AI systems recognise a business by matching information across different sources. If the details differ from source to source, trust drops and customers may be sent to the wrong address or number. When moving or changing numbers, all records should be updated together.
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Example
When a company moves to a new office, it updates the contact page on its site but forgets the old address in two directories. Two different locations appear on the map; once the directories are updated too, the confusion disappears.
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Common mistake
Writing the address with different abbreviations or different phone numbers everywhere. Even small differences make matching harder; one standard form should be chosen.
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