NAP is short for a business's name, address and phone number, as they appear on the website, in the Google Business Profile and in directories. Search engines and AI systems compare these three details across all sources. If they match exactly everywhere, the business is considered clearly identified.
What NAP means
NAP is a term from local search engine optimisation. It summarises the three details used to identify a business: the company name, the postal address and the phone number. These three details appear in many places: on the company's own website, in the Google Business Profile, on local.ch and search.ch, in the commercial register, on social media profiles and in trade directories.
Google and AI systems like ChatGPT compare these sources with one another. If they find the same wording everywhere, they assign all entries to the same business. If the details differ, uncertainty arises: is this one business or two? This match is called NAP consistency. It's a foundation of local SEO, because it builds trust in the data before any content is even assessed.
An example from everyday SME life
A joinery in Frauenfeld is registered in the commercial register as "Holzwerk Keller AG". The website shows "Holzwerk Keller", the Google Business Profile shows "Schreinerei Holzwerk Keller AG", and local.ch still lists the old address on Zürcherstrasse, even though the business moved to Industriestrasse two years ago. The phone number is recorded once as 052 720 00 00 and once as +41 52 720 00 00.
For a person, it's clear that this is the same business. For a program, these are four different data sets with sometimes contradictory details. Someone searching for "joinery Frauenfeld" might not even see the business listed, because no entry is considered reliable.
Why this matters for your business
Fixing this takes little time, but the effect is measurable. Three reasons:
- Local search results and the map view favour businesses with consistent data. Contradictions reduce the chance of appearing there.
- AI answer systems only mention companies when they can confidently identify them. A different address can be enough for a business not to be recommended.
- Customers call the wrong number or drive to the old address. This is the costliest mistake, because it directly costs you business.
Set a reference spelling, ideally the one from the commercial register, and enter it identically everywhere. Start with the Google Business Profile, then move on to the website, directories and social media.
Common misconceptions
A common misconception is that abbreviations like "Str." instead of "Strasse" don't matter. Modern systems usually recognise such variants, but not always. Only an exact match is certain. It's equally wrong to assume that old entries disappear by themselves. Directories copy data from one another, so an outdated address often survives for years if nobody actively corrects it.
Frequently asked questions
Does the email address also count as part of NAP?
No, NAP only covers name, address and phone. Website address and email are often checked for consistency too, but they aren't part of the abbreviation. They should still be consistent, though.
Does the phone number need to include the country code?
What matters is that you choose one format and use it everywhere. For Swiss businesses, the format +41 71 123 45 67 has proven effective, because it's internationally unambiguous. The number must not appear with the code in one place and without it in another.
How do I find out where my company is listed incorrectly?
Search Google for your company name together with the town and check every result. It's also worth checking local.ch, search.ch, Zefix and the trade directories for your region. Note down any discrepancies in a list and correct them one by one.