NAP (Name, Address, Phone)
Your business details - they must be identical everywhere online.
The Tradie Take
NAP consistency is like making sure your business card, your van sign, and your workshop door all show the same phone number. If your van says 0400 000 000 but your card says 0400000000 and your website says (02) 9999 9999, customers (and Google) get confused. Pick one format and stick with it everywhere.
Definition
NAP stands for Name, Address, and Phone Number. It refers to your business's core contact information and the critical requirement that it's identical across every online platform - your website, Google Business Profile, Facebook, Yellow Pages, directories, and social media. Inconsistent NAP confuses Google and hurts your local SEO. "Smith St" vs "Smith Street" might seem minor, but to Google it's a discrepancy.
How It Works
- 1 Google cross-references your business details across the web to verify your legitimacy
- 2 Inconsistent NAP (e.g., "Suite 12" on one site, "Suite 12A" on another) damages trust
- 3 Consistent NAP across authoritative directories boosts your local rankings
- 4 Any variation - "St" vs "Street," "Plumbing" vs "Plumbing Services" - can cause issues
Tips for Tradies
- Decide on your exact business name, address format, and phone number - then never vary
- Use a tool like BrightLocal or Moz Local to audit your NAP across directories
- When you change details (new phone number, new address), update EVERYWHERE at once