NAP stands for a company's Name, Address and Phone number. Consistent NAP data across the website and external profiles is an important entity and trust signal.Open glossary entry → summarises a company's basic contact and identity details: name, address and phone number. In Entity SEO ensures that search engines and AI systems can clearly recognise brands, people, products, services and topics and relate them to one another. It goes beyond pure keyword optimisation.Open glossary entry → the focus is mainly on their consistency.
When the website, Organization schema describes a company or organisation as an entity, with details such as name, URL, logo, address, contact and official profiles.Open glossary entry →, Google Business Profile, LinkedIn and industry directories all show the same name, address and phone number, the company An entity is a uniquely identifiable thing or concept, such as an organisation, person, brand, product, place or technical term. Search engines and AI systems process information as entities and their relationships.Open glossary entry → is easier to identify unambiguously. Contradictory or outdated details make machine classification harder and can encourage confusion with similarly named organisations.
A good entity check therefore reviews, among other things:
- a consistent brand name,
- a consistent address and phone number,
- alignment between visible details, Organization schema and external profiles.
NAP consistency is especially relevant for local businesses, but it generally strengthens a brand's identity and Trust signals are visible elements of a website that build credibility, such as an imprint, contact details, privacy information, sources, reviews, update dates and transparent company information.Open glossary entry →.