Local & Marketplace
NAP (Name, Address, Phone)
NAP stands for a business's Name, Address, and Phone number, the core contact details that must stay consistent across the web for local SEO.
Inconsistent NAP across directories and listings can confuse search engines and weaken local rankings. For example, the same address should be formatted identically on your site, Google Business Profile, and directories. Consistency builds the trust that supports local visibility.
NAP consistency is entity resolution applied to local business: every variation of name, address or phone forces the systems to guess whether two listings are one business, and guessing costs trust. Pick one canonical format, exactly one rendering of the Thai address and one phone format, and enforce it everywhere: site footer, schema markup, Google Business Profile, Facebook, LINE, directories. Old listings from moves and rebrands are the usual contamination, and a citation audit finds them. Tracking numbers on listings break consistency by design, use them only where the trade is understood.
Example
A restaurant moves premises. Google Business Profile gets the new address; Wongnai, TripAdvisor and thirty directory listings keep the old one. Google now sees two addresses for one entity, trust drops, and map ranking slides. Diners still navigate to the old building. A citation cleanup, every listing corrected to one identical format, restores consistency, and pack rankings recover across the quarter.
Frequently asked questions
- Does NAP consistency still matter for local SEO?
- Yes: consistent name, address and phone across your site, profile and citations is how systems confirm one business is one entity. Perfection in every minor directory matters less than exact consistency across the major surfaces.
- How do I fix inconsistent NAP citations?
- Define one canonical format, correct the major sources first, site footer, Google Business Profile, Facebook, LINE, key directories, then work down a citation report. Old addresses from moves are the usual contamination and the first thing to hunt.
Related terms
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