NAP = Name, Address, Phone. NAP consistency means a business's Name, Address and Phone are identical across the whole web (site, GBP, directories). Inconsistency = poor local ranking.
NAP consistency refers to the coherence of a business's contact information across the whole web. NAP = Name (the same business name), Address (exactly the same address, even the format), Phone (the same phone format). WRONG examples: the site says "Rank-Ro Ltd", GBP says "Rank-Ro Marketing", directories say "Rank-Ro Agency". Or an address with "5th Ave" on the site vs. "Fifth Avenue" on GBP. Google uses NAP consistency to confirm the legitimacy of the business and to rank it locally. Inconsistent NAP = Google cannot link it confidently and ranks it worse in the Local Pack.
Local Pack ranking is strongly affected by NAP. A wrong address on a directory = Google does not correctly associate the reviews and links. Consistency = increased local trust = better ranking.
Source: Moz β Local SEOLocal SEO optimizes your site and business profile to appear in Google Maps and local search results for location keywords ("hair salon London").
Google Business Profile is a free Google tool where you manage how your business appears in Google Maps and local search results. Essential for companies with a physical location.
Citations are mentions of your business's NAP (Name, Address, Phone) on other websites, directories or review platforms. Without a link. Citations signal local authority.
The ranking position is where a page appears in Google's results pages for a keyword. Position 1 = the best; 10 = page 1; 11+ = page 2 and beyond.
Explore how to apply this concept to your industry and city.