If you’ve spent any amount of time optimizing your online presence for local search, you know how important it is to keep your name, address, and phone number (NAP) consistent across all of your directory listings. The presence and consistency of NAP are major factors in where a business ranks in local search. The question that often arises is what is the correct format for NAP. There isn’t one right way that will work for every business, but we suggest following these local SEO tips to maintain NAP consistency.


This one should be the easiest and the one you have the most control over. Before updating your listings just decide how you want your name to be represented online and stay consistent. For example, if you are an LLC do you want to include that in your business listings or not? If you are a lawyer named Saul Goodman, do you want your practice listed as The Law Offices of Saul Goodman or Saul Goodman, Attorney at Law. Either one would work. Just don’t mix or match the formatting across different listings.


While Google has gotten good at distinguishing small inconsistencies in your address format (street vs. st. for example), you should strive to keep your address in the same format and avoid any imperfections.

In this situation, try and think “What Would Google Do.” What I mean by that is before committing to an address format, open up Google Maps on your smartphone or desktop and enter your business’ address. Whatever format your address is in when Maps returns results for your search is the format we suggest using in all of your listings. You can also check the accuracy of your address by going to the USPS site and entering it here.

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Phone number

Businesses nowadays typically have many different phone numbers. As a result, it’s important for you to decide which one you want to be associated with your online listings. Do you want to use your front desk number? Do you want to direct customers to your service line? Should you use a local or toll-free number? Once you decide which number you plan on using, make sure to include it on all of your listings. Then format it the same across all of them.

Bonus Tip: Include NAP in Website Footer

In addition to making sure you have consistent NAP information across all relevant business directories, you should also include your NAP on the footer of every page of your website. You will want your NAP info to be in an easily crawlable HTML text format. He also notes that your NAP shouldn’t be an image on your site because those aren’t crawlable.

Rinse & repeat

Unfortunately, this isn’t going to be a one-time job. Oftentimes, businesses change addresses or phone numbers over the years. When that happens, you will need to go back through and update your listings so they are both accurate and consistent. Failure to do so could result in a dip in your local search ranking. Lucky for you when it comes to local seo tips, there are a number of tools available that can help your business manage the consistency and accuracy of your business listing without having to scroll through each listing manually. Here’s a list of the top 25 business review sites to make sure you are listed on as well.