Name, Address, Phone (NAP)
NAP is the canonical Name, Address, and Phone number of a business — the foundational consistency signal Google uses to confirm a business is real and where its locations are.
In context
NAP must be exactly identical across the website (footer + dedicated /contact/ page + LocalBusiness schema), Google Business Profile, every directory citation, and every social profile. 'Identical' includes punctuation: 'Suite 100' is not the same as 'Ste. 100' to a strict citation matcher. Establish the canonical NAP first, document it, and audit all citations against the canonical. Inconsistency dilutes Google's confidence in the business entity.
A multi-location dental group standardised NAP across 5 offices' GBPs, websites, and 80+ citations — Map Pack visibility improved across all locations within a quarter (Toronto SEO portfolio observation).
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