LOCAL SEO 4 min read

NAP Consistency

The uniformity of Name, Address, Phone number across all online listings of a business.

Bas Vermeer SEO/AEO Specialist

NAP stands for Name, Address, Phone number. NAP consistency means these three details are exactly the same across all online platforms, directories, and your own website. Inconsistencies confuse search engines and undermine your local rankings.

Where should NAP be consistent?

Your Google Business Profile — bibliotheekterm, website, social media profiles, business directories (Yelp, TripAdvisor), and all other online mentions. Even small differences (Street vs St., +1 vs 1) count as inconsistencies.

NAP and structured data

Use LocalBusiness Schema.org markup — bibliotheekterm on your website with your exact NAP details. This strengthens the signal to search engines and AI systems that your business information is reliable and consistent.

LocalBusiness Schema.org markup with NAP

The code example below shows a complete LocalBusiness JSON-LD markup with correct NAP details. Place this in the <head> or at the bottom of the <body> of your homepage.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Baker Van der Berg",
  "image": "https://www.bakervanderberg.com/images/shop.jpg",
  "url": "https://www.bakervanderberg.com",
  "telephone": "+31 20 123 4567",
  "email": "info@bakervanderberg.com",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Keizersgracht 123",
    "addressLocality": "Amsterdam",
    "addressRegion": "North Holland",
    "postalCode": "1015 CJ",
    "addressCountry": "NL"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 52.3676,
    "longitude": 4.8846
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "07:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "08:00",
      "closes": "17:00"
    }
  ],
  "priceRange": "$$",
  "sameAs": [
    "https://www.facebook.com/bakervanderberg",
    "https://www.instagram.com/bakervanderberg"
  ]
}
</script>

Important: use exactly the same spelling for your business name, address, and phone number as on your Google Business Profile and in all other listings.

The 15 most important Dutch business directories

Ensure your NAP details are identical on all of these platforms. Check each platform at least twice a year for accuracy.

Google Business Profile (google.com/business) - by far the most important platform for local visibility.
KvK Trade Register (kvk.nl) - the official source for business registrations in the Netherlands.
Yelp Netherlands (yelp.nl) - international review platform with a strong local focus.
Telefoongids.nl (telefoongids.nl) - one of the oldest and most visited directories in the Netherlands.
Detelefoongids.nl (detelefoongids.nl) - the digital successor to the classic phone book.
Openingstijden.com (openingstijden.com) - popular platform where consumers look up opening hours.
Cylex Netherlands (cylex.nl) - international business directory with a strong presence in the Netherlands.
Facebook Business Page (facebook.com) - with NAP details in the "About" section of your page.
Apple Maps / Apple Business Connect (mapsconnect.apple.com) - essential for iPhone users and Siri.
Bing Places (bingplaces.com) - Microsoft's local business platform, also used by Copilot.
TripAdvisor (tripadvisor.com) - indispensable for hospitality, tourism, and recreation.
Gouden Gids / Yell (goudengids.nl) - the digital version of the classic Yellow Pages.
LinkedIn Company Page (linkedin.com) - business profile with address details, important for B2B.
Foursquare (foursquare.com) - location data is used by many apps and services.
Industry association directory - the directory of your own industry association.

Frequently asked questions

What is the difference between NAP and NAP+W?

NAP stands for Name, Address, Phone number. NAP+W adds the Website URL. Some SEO — bibliotheekterm specialists also refer to it as NAPW or NAP+W. The principle remains the same: ensure all of these details are identical everywhere.

How do I find inconsistent NAP listings?

Search for your business name on Google and check the top 20 results for discrepancies. Additionally, use tools like Moz Local, BrightLocal, or Semrush Listing Management to automatically detect inconsistencies. Create a spreadsheet tracking all platforms and your exact NAP details per platform.

Are small differences in NAP really a problem?

Yes. Search engines interpret "123 Main Street" and "123 Main St." as potentially different addresses. The same applies to "+1 555 123 4567" versus "555-123-4567." Choose a fixed format and use it everywhere.

How often should I check my NAP details?

Check all your listings at least twice a year, and immediately after any change to your address, phone number, or business name. External platforms sometimes modify details without warning, so periodic checks are essential.

What if my business has moved?

First update your Google Business Profile, then your own website, and finally all external directories. Use a 301 redirect if your website URL changes. Keep a checklist of all platforms you need to update and update them all within a week to minimize the duration of inconsistencies.