NAP (name, address, phone)
By the Pickgap team · Updated Oct 15, 2026 · 1 min read
NAP stands for name, address and phone number, the core details that identify a local business online. Consistent NAP across your Google profile, website and directory listings helps search engines and AI assistants recognize every mention as the same business. Variants like NAPW add the website.
Why it matters
Every directory listing, review profile and mention of your business carries some version of your name, address and phone number. Search engines and AI assistants use them to connect those mentions to one business. Consistent details make the connection easy. Inconsistent details, like an old address or a different phone number on one site, create doubt, and can lead AI to repeat wrong information.
Common NAP problems
- An old address after a move.
- A call-tracking number used as the main number on some listings.
- Different versions of the business name ("& Sons" vs. "and Sons", "LLC" on some sites).
- Duplicate listings created by mistake.
How to keep it consistent
Write down the canonical version, update your Google Business Profile and website first, then work through the directories that matter most, especially the ones AI cites for your trade. Search for old details to find stragglers. The full process is in NAP consistency for AI search.