Digital Marketing SEO

What is NAPW and why is it important for Local SEO?

The acronym “NAPW” stands for Name, Address, Phone Number and Website, the four most basic and important things about your business. NAPW is critical for any business that wants to rank high in local organic search results. Search engines like Google & Bing take that data into account when they’re deciding which businesses to show for geo-targeted searches.

What’s Local SEO?

Local Search Engine Optimization (Local SEO) is a variation of traditional SEO and a practise that helps you promote your business’ visibility on location-based searches, like a business in a specific area or “near me” searches, where Google picks up the location of the user and provides search results from that specific area.

In local SEO, search engines are seeking out relevant and trusted locations.

Where can i found NAPW?

NAP can be found prominently displaying on your website (usually in the footer or header and usually on a page like “Contact Us”). If you don’t find these information on your website or if they are wrong, then this is something that needs to be fixed ASAP. You absolutely need the following on your website for NAP purposes:

  • Your company’s full name
  • Your company’s full address
  • Your company’s phone number


NAPW can also be found on your social media, directory profiles or other local citations (articles, listings), where you should also make sure your website’s address is correct. Additional business information, such as hours or a link to your website, is also important.

What is NAPW Consistency?

As a business owner you must have heard about how important NAPW consistency is. It is widely considered a ranking factor in local SEO. NAPW information should be the same and have the same format and spelling everywhere on the web, when creating social media or directory profiles. Keeping your NAPW consistent will help search engines understand who you are, what you do and where your business is located, so they can help users find it.

Consistency across all local citations (unstructured like press and social media or structured like Yelp) is a crucial signal to search engines that your business is legitimate. If search engines find varied details about your company, they are discouraged to show your listing, so they are more likely to provide users with other business listings.

NAPW consistency means your business cares about providing people with the right information.

Examples of NAPW inconsistency

  • Different business name, like “Logo Inc” and plain “Logo”.
  • Shortening terms, like “Street” to “St.”
  • Adding commas to an address, like “28 West Street” or “West Street, 28”
  • Adding “-“ or spaces to your phone number, like “555-56459” or “555 56459”
  • Changing business address and not updating previous listings
  • Different phone numbers in listings

What should a business be careful of?

Here is a NAPW checklist:

  • Check your business name on your website, social media and listings (like Google My Business or Yelp)
  • Check your business address on your website, social media and listings (like Google My Business or Yelp)
  • Check your business’s phone number on your website, social media and listings (like Google My Business or Yelp)
  • Check your website’s url on social media and listings (like Google My Business or Yelp)
  • Check business hours on your website, social media and listings (like Google My Business or Yelp)
  • Make sure no information is missing
  • Check for double listings in same directories
  • Check for unclaimed or unfinished listings
  • Claim your local business listings


It is important that the information about your business is accurate, so customers can contact you or find you. Local search has the highest conversion levels of all local advertising channels and more clients use mobile phones or tablets to find local businesses every day. Help the user’s journey and take full advantage of the opportunities the internet has to give you.

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