NAP stands for name, address and phone number. Consistency is not about identical punctuation everywhere; it is about helping people and platforms recognise the same real business and reach it successfully.
Define the canonical identity
Record the public trading name, complete address, primary customer phone number and official domain for every location. Document accepted variations while keeping promotional copy out of identity fields.
Align first-party signals
The website, contact page, location pages, structured data and footer should agree. Use structured data only where it reflects visible, current information.
Correct high-impact conflicts first
Prioritise wrong phone numbers, closed addresses, inaccurate map pins, duplicate profiles and listings that outrank the official source. Minor formatting differences matter less when identity remains clear.
Build change management into operations
Moves, acquisitions, number changes and rebrands should trigger a planned update across owned and priority third-party properties, followed by a verification audit.
Practical checklist
- Maintain canonical NAP per location
- Align visible pages and structured data
- Correct wrong contact routes first
- Plan updates before business changes
- Recheck priority listings
This guide is informed by the platform or service guidance linked below. Policies can change, so check the current source before acting.
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