DigitalBull GO NAP 1


This information is provided by Sriniketh Srinath, Local SEO Analyst

Group: GMB

What Is NAP?

NAP: Name, address, and phone number of a business.

NAP is short for Name, Address, and Phone number.

  • Name – The name or title of the business
  • Address – Where the business is located
  • Phone – Phone number for contacting the business

Here is an example for NAP:

Name: Omega Locksmith

Address: 4346 W 51st Street, Chicago Il USA  60632

Phone Number: 773-277-5625

The name of your NAP is the full legal and official name of the company, including limited, private, or proprietary. This is the company name on official corporate databases such as Dun & Bradstreet, Zoominfo, and Better Business Bureau. Ideally, the name should match the title on the GMB listing. 

A company will base its service area on the address in the NAP and Google may accordingly derive the service area from the address in the NAP. 

Google allows for a primary phone number along with a secondary phone number and sometimes even a tertiary phone number to the GMB. However, only the primary phone number is visible to the GMB user. You can use the primary and additional phone numbers appropriately for lead tracking on the GMB and website.

When the company NAP is mentioned online, it is known as a citation.

It all starts at the top. Check your company documentation to make sure it is as per government records.

Ensure NAP consistency across your website. Add it in the footer of the website and the contact page exactly as it appears on the GMB.

If the company has different branches at different locations, add the separate NAPs on the respective city pages.

Your NAP needs to be accurate, perfect, and consistent across all websites, including social media profiles, directories, and listings. As such, get it right the first time. 

Of course, some changes may be unavoidable such as if the company gets a new telephone number. However, try not to change the company’s NAP often since changes are sensitive and may lead to confusion among users and suspension by Google unless there are valid reasons for making the change. 

Plus, the incorrect NAP details will remain on other directories and listings so you have to update these directories and listings, too. 

DigitalBull GO Tip: Use different phone numbers when using the same address for multiple businesses. This will ensure adherence to Google TOS and also avoid confusion when answering phone calls.

NAP Audit Parameters in DigitalBull GO

Here are the subfactors/parameters for NAP that are analyzed in the DigitalBull GO Local SEO Audit Tool:

DigitalBull GO NAP 2

Further Reading

For further reading on topics related to NAP on DigitalBull Expert System, check out our information for Service Area as well as Citations.

NAP in DigitalBull GO

22nd October 2020 Upgrade – NAP is currently #10 on the Ranking Factors standings.

Find out more about DigitalBull GO: The world’s most comprehensive local SEO audit!

Need help optimizing your NAP or with white-label local SEO services? Schedule a free consultation with our Local SEO Expert!

Go Back to Ranking Factors