NAP SEO

Have you ever called the wrong phone number of a business even though it was the one on the website or the social media channel you looked up? Ever had an email ignored by a business after making an enquiry? Frustrating, huh? Any seasoned marketing manager knows that the smallest details can make or break a business landing a lead. One detail that’s often overlooked (yet critical) is NAP consistency and NAP SEO. 

At KIJO (we’re a web design agency in London), we understand that the devil is really in the details and local NAP SEO is just that. So, if you’re a business looking to improve local search performance and build trust online, our guide below will break down what you need to know regarding all things NAP/SEO.

What is NAP?

Before we get into the nitty-gritty of NAP SEO, let’s clarify the basics.

NAP stands for Name, Address, and Phone number. Essentially, the fundamental contact information for your business. Whenever you see the NAP acronym, it simply refers to this core business data.

NAP citations appear in multiple places online, including:

• Your website’s contact page
  
• Google Business Profile (formerly known as Google My Business)
  
• Online directories like Yell, Yelp, and Thomson Local
  
• Social media profiles
  
• Local listings, review sites like Trip Advisor, and industry-specific directories

Keeping your NAP citations consistent across the internet is what’s known as ‘NAP consistency’.

Why is NAP Consistency Important?

Many UK businesses don’t realise how damaging inconsistent NAP citations can be. Firstly though, it helps to understand what we mean by local SEO.

Local SEO is all about optimising your business’s online presence so it appears in search results when people nearby look for your products or services. Whether it’s showing up on Google Maps or in the ‘Local Pack’ of local listings, strong local SEO helps drive footfall, phone calls, and enquiries from people in your area.

Related Read: Learn More About KIJO’s WordPress SEO Package

So, where does NAP consistency fit in? Here’s why NAP consistency should be a non-negotiable part of your local SEO strategy:

1. Builds Trust with Search Engines

Search engines like Google cross-check information about your business across various sources to decide whether they can trust it. Inconsistent details like an old phone number on one listing and a new one on another will raise red flags.

When your NAP citations are consistent, Google can confidently present your business to users searching for your products or services locally.

2. NAP SEO Improves Local Search Rankings

Local SEO is heavily influenced by citations. These are mentions of your business name, address, and phone number online. Google uses these to verify your legitimacy and relevance for local searches.

If your NAP SEO is inconsistent:

• Search engines may struggle to connect all your listings back to your business.
  
• This weakens your local ranking potential, giving competitors an advantage.

A consistent NAP boosts your chances of appearing in the coveted ‘Local Pack’. The ‘Local Pack’ refers to those top three map results that show when someone searches for a local service.

3. Increases Customer Trust

Your customers care about this consistency too. Conflicting contact details can confuse people and create doubt about your professionalism.

Imagine being a customer who finds one address on Google, a different one on Facebook, and an outdated phone number in a directory. You’d likely give up and look elsewhere – inconsistency doesn’t exactly spell trustworthy, does it?

A consistent NAP also makes it easy for customers to contact and visit you, which means more enquiries, reliable leads and sales.

What is the NAP Consistency Score?

You might hear your marketing peers talk about a “NAP consistency score”. This score is a metric used to measure how consistent your business’s Name, Address, and Phone number are across the web.

Although Google doesn’t display a specific score publicly, many local SEO tools (like Moz Local, BrightLocal, or Yext) give you a percentage rating.

A high score indicates your listings are in good shape. A low score suggests you have:

• Duplicate listings
  
• Outdated details
  
• Incomplete or mismatched information

Regularly auditing your NAP consistency score is a good idea. It helps you to:

• Spot errors before they affect your rankings
  
• Identify directories that need updating
  
• Keep your local SEO on track

Related Read: Learn About KIJO’s SEO Audit Package

Why is NAP Important for SEO?

NAP SEO isn’t just about being easy to contact; it directly impacts your visibility and credibility online. Here’s how it supports your wider SEO strategy:

1. Local Pack Listings

Google’s Local Pack appears above organic search results for location-based searches. It displays the top three local businesses relevant to the query.

A consistent NAP:

• Confirms your legitimacy
  
• Makes it easier for Google to match your business with relevant local searches
  
• Increases your chances of showing up in this high-visibility spot

2. Citation Signals

NAP citations (any mention of your business’s NAP on external sites) are amongst the key ranking factors for local SEO. Google uses them to verify your business information.

Inconsistent NAP citations weaken this signal, and consistent citations strengthen it.

3. Link Building & Directory Authority

Many directories and local listings pass authority (SEO value) back to your website through backlinks. However, if your NAP details are inaccurate, you risk losing this benefit – or worse – confusing Google with conflicting information.

4. Voice Search Optimisation

With the rise of voice assistants like Alexa, Siri, and Google Assistant, more people are using voice search to find local businesses. Voice search queries often pull directly from your Google Business Profile and local citations.

A consistent NAP means voice assistants can deliver accurate answers, helping you capture more ‘near me’ searches.

How to Maintain NAP SEO Consistency

So, how do you keep your NAP SEO in tip-top shape? Here’s a practical checklist that the KIJO team (we’re a web design agency in London) has put together. 

Having worked with so many busy marketing managers, we know how handy a checklist like this can be!

Audit Your Existing Listings

• Search for your business on Google and note every place your NAP appears.
  
• Check each listing for outdated or incorrect information.

Update your Google Business Profile

• Make sure your primary listing is up to date. Add any missing details (like opening hours, website link, or photos).

Fix Inconsistencies on Key Directories

• Claim or update your listings on sites like Yell, Yelp, Thomson Local, Facebook, and industry-specific directories.
  
• Remove duplicate listings where possible.

Use a Citation Management Tool

• Tools like the aforementioned Moz Local or BrightLocal help automate updates across dozens of directories. This saves time and reduces the risk of human error.

Standardise Your Format

• Use the same spelling, abbreviations, and phone format everywhere. For example:
  
  • Use ‘St.’ or ‘Street’ consistently.
    
  • Keep your phone number format the same (+44 or 0).

Monitor Regularly

• Set a reminder to check your listings every 3-6 months.
  
• Correct new errors quickly to protect your ranking.

Final Thoughts: Make NAP Consistency a Priority

Local search is one of the most powerful ways to attract nearby customers. But, your local SEO efforts can crumble if you neglect the basics.

By understanding what is NAP, why it matters, and how to keep it consistent, you’ll:

• Build trust with search engines and customers alike
  
• Improve your local search rankings
  
• Make it easier for people to reach you and spend their money with you

If you’re serious about local SEO, don’t treat NAP SEO as an afterthought. Make it a regular part of your digital marketing routine. Then, you’ll reap the rewards of stronger local visibility and more business.

If you’re unsure where to start, our team can help. Get in touch with KIJO today.

Ready to Boost your Local NAP SEO? Book a Complimentary Consultation with KIJO’s Head of Partnerships

Need expert guidance on your local SEO? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. Let’s bring the vision of your brand to life — book your free consultation via the link below:

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