What is NAP Consistency and Why is it so Important?

NAP Consistency. NAP stands for name, address and phone number.

Ever heard of the acronym NAP? This acronym has a big impact on any business that wishes to rank well on Search Engine Results Pages (SERPs). In fact, it is critical not only that business owners understand what NAP is, but how crucial both their NAP and NAP consistency is to their website’s search engine ranking.

To help you better understand NAP, Media Venue has created an explanation of the acronym, the importance of NAP and NAP consistency, and tips for an effective NAP listing.


The acronym NAP stands for “Name, Address, Phone number” and refers to the citation usage and consistency of a business’s NAP information across the internet, such as on the company website, search engine registration, social media profiles, etc.


Search engines, such as Google and Bing, utilize NAP data within their algorithms when choosing companies to display to a user’s search query. NAP is also important because of its impact on Search Engine Optimization (SEO). Essentially, NAP is the key business information that consumers are seeking when they search for products and services. Plus, this contact information can help point them toward your business.


Search engines utilize a company’s NAP data within their algorithms to display the best possible results for consumer search queries. NAP consistency is also crucial to the overall performance of a business’s SEO. Why? If the NAP is inconsistent across search engines and social platforms, then you immediately lose validation.  Not only do you lose validation with search engines, but to consumers who are searching for your information.


Utilize your entire company name

The company name should be an exact match from citation to citation.

Display your company’s full address

You can use abbreviations within the address. However, search engines like to see consistent information. Whichever way your business’s address is displayed on your website (abbreviation or no abbreviation) should be an exact match on search engine registrations, social media profiles, and any other citation on the internet.

Include the Area Code in the Phone Number

Abbreviations may be used within the phone number, as well. However, like a company address, search engines prefer to see consistent information within citations across the internet. This means your business’s phone number should be an exact match across all citations, including your website.

Need help understanding citations? Be sure to check out our post, “The Importance of Citation Management.”


What is Search Engine Optimization (SEO)?

Search Engine Optimization (more commonly referred to as SEO) is the process of optimizing a website and its content to maximize search engine findability, content relevance, and user experience. It can be a complex process, but doing it well has been proven to generate real results in business by bringing in organic visitors from search engines. NAP data is just one of many factors search engines consider for SEO, but it is an important one.

Why are good SEO practices so important?

When a consumer makes a query, they will most likely click on one of the top 5 results. Optimizing your site can help you get into those top five slots, driving more traffic to your site. Appearing further up in the list also gives your site more credibility because users trust the top websites.

How do my business’s NAP citations affect my search engine ranking?

Search engines look at NAP citations to provide users with accurate information related to their query. If search engines see that the NAP data is inconsistent between citations (such as a different phone number on a social media page versus the Google My Business listing), then the search engines may see the information as being less valid, therefore harming your search engine ranking. Therefore, it is important to have consistent NAP information across all citations, something Media Venue can help with through our SEO and reputation management services!


Your business’s NAP data—along with the consistency of these NAP citations across the internet—is an important factor in both your business’s search engine ranking and SEO. Thankfully, NAP consistency is just a step away with Media Venue on your side! To learn more about our digital marketing services, email our Director of Digital Marketing– Cassie Rogers. Enhance your marketing investment with Media Venue!

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