NAP is name, address, and phone number, the core contact information used in local business listings.
It matters because local buyers often make decisions quickly from maps, reviews, proximity, and location-specific pages. Local SEO connects online visibility to real-world calls, visits, appointments, and service inquiries.
Example
Example: If a business name, address, and phone number appear differently on Google, Yelp, and Bing, local platforms may have less confidence in the listing. Consistent NAP helps users and directories trust the information.