Local search. Reviewed October 29, 2026
NAP consistency
Also called: NAP, Name, address, phone
NAP stands for name, address and phone number, and NAP consistency means those three match exactly everywhere the business is listed online.
In practice
Small mismatches add up: Suite 2 on one site and #2 on another, an old phone number on Yelp, LLC on the state record but not on Google. Each one makes Google a little less certain it is looking at the same business.
A service area business hides its street address, but the name and phone still have to match across every listing.
Related terms
- CitationsA citation is any mention of a business's name, address and phone number on another website, such as Yelp, the BBB, a chamber of commerce or a trade association directory.
- Google Business ProfileGoogle Business Profile is the free listing that puts a business on Google Maps and in the map pack, with its hours, phone number, reviews, photos and service area.
- Service area businessA service area business is a Google Business Profile type for companies that travel to customers, such as plumbers and landscapers, and it shows a service area instead of a street address.
More local search terms
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