What is NAP in Local SEO & What are Local SERPs?

NAP is an acronym for Name, Address, and Phone number.

The NAP for your business needs to be correct and consistent when optimizing your website and online presence for local search because Google values accurate information for its users.


Why is NAP important for Local SEO? Having correct NAP for all your listings across the internet is crucial for local SEO. Google scans all these listings when searching for information about your business. The data is stored and used when determining ranking. Incorrect information in NAP citations can lead to confusion for customers and a poor user experience.


What problems can arise if incorrect NAP listings are published? Google values consistency in your listings. When all your listings say the same thing, Google can confidently display your contact information to customers on applicable queries. When the search engine finds discrepancies in the listings, then it is not sure of the information. Since incorrect information can lead to a poor user experience, differences in NAP between your listings can cause lower rankings.

How do I create a NAP record for Local SEO?

  1. Make sure this critical information is displayed prominently on your website so that it can be easily read by your customers and by Google. Make sure the information is text and not an image so that Google can scan the information.

  2. Claim your Google My Business listings and make sure to update it with the correct NAP information.

  3. Use Google to uncover potentially incorrect listings. You can use Google site operators, such as site: yelp.com “my business” to search specific directories or you can search for your phone number, address, or business name.

  4. Use a resource, like this compilation of important listing sites, to get started correcting incorrect listings.

  5. Keep a record of all your listings so you can quickly correct this information if you ever change your business’ phone number or address.


NAP can have an enormous impact on businesses because it gives customers easy access to the most critical information about your brand. Take the time to make sure your listings are accurate to avoid potential problems in local SERPs.


What are Local SERPs?

Local SERPs describe the results that show up for a local-based query based upon where the customer is. Local SERPs usually include a local 3-pack on top and show the most relevant results on the map.

Why is local SEO important? If you have a brick-and-mortar store or other local business, then local SERPs can have a significant impact on how easily people can find your business online. Local SERPs, as we mentioned, are the results that show up for a local-based query based on location. In other words, for in-person customers, it is valuable to you to rank highly in local queries around your area. This will boost your visibility for the most relevant customers.

Are local SERPs different from global queries? When it comes to local search, local SERPs can differ greatly, and it is important for businesses to be aware of the changes.


How can I improve my local SERP ranking?

  1. Use software to monitor keywords locally so you understand how they perform in particular areas versus how they perform for the entire US.

  2. Create measurable goals based upon these new keywords to focus your content development and marketing efforts.

  3. Make sure that you also optimize your site for US search, including using various forms of content, leveraging social profiles and employing clear images. The credibility you build on a nationwide level will also impact your local results.

  4. Check that your site is optimized for local search (link to local search project page).

  5. Measure your results and adjust your campaigns as needed.


Monitoring local SERPs can be a valuable resource for identifying how well you are performing in local search and the keywords that will give you the best local advantage in your community.



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