Consistent business details: the NAP checklist

Short answerNAP means name, address and phone number. When these differ between your website, Google, Bing, Apple, Facebook and directories, AI and search engines have to guess which is right. Pick one exact version and use it everywhere.

Decide the master version

Write down your exact trading name, address (or service area), phone number, website address, opening hours and a one-sentence description. Copy and paste from this every time.

Places to check

• Your website header, footer, contact page and schema
• Google Business Profile, Bing Places, Apple Business Connect
• Facebook, Instagram, LinkedIn and other profiles
• Yell, Thomson Local, Trustpilot, Tripadvisor, Checkatrade and other relevant directories
• Email signatures, invoices and your Companies House record

Common mismatches

• "Ltd" vs "Limited", or an old trading name
• Old phone number or a tracking number
• Suite or floor numbers missing
• Opening hours changed on one site only

Related guides

• Which business listings does AI use?
• Why AI gets your opening hours wrong
• AI visibility checklist for local businesses

Sources

• Google Business Profile Help
• Google Search Central: Optimizing for generative AI features